View through happens when a user saw your ad but did not click on it.
The majority of ads are not clicked on and that is completely fine. However, they still serve their purpose of raising brand or product awareness. Ex customers will see the ad and remember about your brand, new customers will learn about you and become even more interested after retargeting. The memory about your product will still stay in the back of the user’s mind and when they will search the product when they actually need it, they are more likely to click on the already familiar name.
However, if you see that one ad has more view-throughs than the other, it may be an indicator that it is not effective and something has to be done about it. Compare it to the other ads of yours: what makes other copies more successful? Is it timing? Source? Better message? Better design? Target audience? Keep on testing different ad copies to find out what performs the best in your case and do not forget to always monitor view-throughs.
