A view-through conversion is credited when someone sees an ad, does not click, and later converts within the view window. It is why Meta and Display numbers often look inflated, especially on cold prospecting.
Why it flatters the platform
View-through attribution counts a conversion from a mere impression, as long as it happens inside the view window (one day is Meta's default). On a warm retargeting audience that can be fair. On cold prospecting it lets the platform claim purchases it may have had little to do with, which is a big reason platform-reported numbers run higher than your CRM.
How to treat it
Separate view-through from click-through when you read results, and lean on click-based and post-view-with-skepticism. The cleanest defence is a single source of truth and blended ROAS, so no platform grades its own homework. See the attribution window for how the view period is set.