View Through and Direct Traffic Reallocation

Why is View Through Important?

• Credit where credit is due: Visits can fall into the Direct/Unknown traffic bucket in most analytics tools because they lack the technology to allocate visits back to the influencing vendor. This means when you are putting in time, effort and spend into various vendors, only direct click through visits are given credit. Channel99 uses view through technology to ensure those who may not directly click through a vendors ad is still tracked and provided a view through visit. In the case of Direct/Unknown traffic Channel99 overrides the traffic sources and reallocates the visit to the influencing vendor.
• Increased Attribution: Channel99 uses the visit for attribution allocation so when a visit is overridden from Direct/Unknown traffic into the influencing Vendor, attribution to opportunities will also come with that visit if associated to an account with an opportunity in pipeline.
• Vendor Cost (ROAS or ROMS): Undercounting visits from your vendors may unfairly paint a poor view of their cost per visit, especially when the traffic is falling into the unknown bucket.  With Channel99s reallocation of these visits you will get the cost right and choose your investments with much more powerful Return on spend data. 

What Makes View Through Work? 

• Channel99 Pixel: The Channel99 Pixel allows the Channel99 ID network to track Company impressions wherever the Pixel is placed and provide view through visits when the impression is a predecessor to a visit using millisecond level time stamping.
• Native Integrations: Native integrations like LinkedIn share the accounts they have served impressions to so we can calculate view through based on our Company ID network and timestamp. When a visit is identified after an impression is served within a short timeframe form the integrated vendor, Channel99 will give a View Through Visit to the Impression Vendor. If the Visit was originally going to be placed in the Direct/Unknown bucket the visit will also be fully overridden and given to the influencing Vendor. 

Where Do See View Through In the Channel99 Platform?

The primary locations for view through and direct visit reallocation are the Vendors and Campaigns Screens as well as the Direct Vendor screen which shows reallocation of Direct/Unknown Visits within the Channel99 Platform. 

What if there's a tie between impressions being served? 

If two or more impressions happen at the exact same time a View Through Visit will be given to all Influencing vendors/campaigns. This has only been identified in the real world 0.0001% of all view through instances so it's exceedingly rate but accounted for.