Which of the following is NOT listed as a reason why VTCs matter?

• A. They improve viewability
• B. They provide better data
• C. They offer consistent measurement
• D. They lower cost per conversion

Answer: (D)

View-through conversions measure the impact of ad impressions that users see but don’t click. This matters because it reveals how exposure contributes to later conversions, giving a fuller picture of an ad’s effectiveness. They provide better data by capturing these impression-driven conversions and support consistent measurement across devices and platforms, improving attribution. Lowering cost per conversion isn’t a stated reason VTCs matter; it’s about measurement and attribution, not directly reducing costs.