<b>Native's view-through conversions are mostly weather</b>

<b>Native's view-through conversions are mostly weather</b>

<b>Everyone says</b> view-through attribution captures native's real, under-credited impact.

The data says view-through credits the ad for conversions that would've happened anyway — it claims any conversion within the window after an impression, whether or not the impression mattered. On high-volume native, you blanket so many impressions that you "touch" most converters by coincidence.

The ghost-ads test exposes it: hold out a control that was eligible to see the native ad but didn't (lost the auction), and compare conversion rates. If holdout converts the same as exposed, your view-through credit was rain taking credit for the harvest.

Run the holdout, or keep paying for conversions native merely stood near.