A click-through conversion occurs when a user views your advertisement and clicks on it. From that point they convert in a certain day timeframe, either through a purchase, lead, or whatever your conversion goal is.
This is how many marketers manage their pay per click campaigns. If your ads score at or below your target CPA, your click-through conversion is in good shape. This is an effective way to measure conversions because the advertisements inspire immediate action. This conversion analysis measurement is crucial to understanding the decision stage of the buyer’s journey, as it reports the way customers will return and convert after clicking on the advertisement.
However, click-through conversion is only a small aspect to understanding the conversion process. This is why it’s so important to look at other measurements such as view through conversion.