Advertising: Sunsetting User VTR metric

[Deleted User]
[Deleted User] Posts: 0 6senser
edited February 2025 in Product Updates

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.
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