Measuring View-Through Attribution (VTA) is crucial for accurate performance tracking in retargeting campaigns. VTA attributes conversions to ads even if users don't click but later reopen the app. This provides a fuller picture, capturing users who engage without clicking. Unlike user acquisition (UA), where VTA incurs extra costs, retargeting VTA is free, offering increased visibility at no additional expense. By using VTA, app marketers can optimize ad spend, as demonstrated by campaigns where VTA insights revealed more impactful ad publishers. With high-impact formats like video and playable ads, measuring VTA ensures you don't miss valuable users.

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