View-Through Rate (VTR) is a digital marketing metric that measures the percentage of users who view an advertisement and later complete a desired action, such as making a purchase or visiting a website, without directly clicking on the ad. It indicates the effectiveness of an ad in influencing user behavior after being seen, even if there is no immediate interaction. VTR is commonly used to assess the impact of display ads, video ads, or other non-clickable formats where brand awareness and recall are key objectives.
