View-Through Conversions?

[abbottsys]

"View-Through Conversions" are interesting, but I would love to see the same metric for text ads, not just for display ads. Anybody else agree?

[atwoz]

I agree but still trying to figure out an answer for "View Through Conversion"..
[webmasterworld.com...]

[PayMePerClick]

I definitely agree. If display advertisers use this "stretch" to make them appear more profitable in a direct response advertising realm, search should receive the same treatment. Even if search used a much lower view-through conversion metric than display advertisers use it would still make search look extremely profitable.