View-Through Rate (VTR) is a metric used in digital advertising to measure the effectiveness of display or video ads. It tracks how many users view an ad but do not immediately click on it. However, they later visit the website or take action due to seeing the ad. VTR highlights the indirect impact of advertisements. It shows how they influence user behavior over time. This metric is essential for understanding brand recall and the longer-term effectiveness of ad impressions. It becomes more important for branding campaigns rather than immediate clicks or conversions.