Advertising: Sunsetting User VTR metric

Courtney Smith

Hey RevCity!

As of today (Jan 15), the 6sense Advertising team has removed the user-level view-through rate view-through metric from the platform. The reliability of these metrics at the user-level will decline as the 3rd party cookie pool continues to shrink.

Moving forward, we recommend using the account-level metrics (such as account view-through rate), which track the same thing but at the account-level rather than the user-level.

As a refresher, here are some quick definitions:

• View-throughs: Users who have been served an impression, didn't click on the ad, but then visited your website within 30 days.
• VTR: Percentage of ad view-throughs generated out of matched ad impressions served for a campaign.
• aVTR: Accounts reached where visitors came to your website within 30 days of an impression being served without actually click through an ad compared to the total number of accounts reached.
  

Marissa Dierlam

This is really a shame. This was an important metric for us.

Kimberly Conklin

@Marissa Dierlam Totally understand! It's getting less and less reliable, as fewer people have cookies. We recommend using aVTR moving forward which is at the account level.

Marissa Dierlam

@Kimberly Conklin Thanks. To make sure I understand the metric correctly, aVTR * number of accounts reached would give me the total # of accounts with a view through?