The click-through rate (CTR) determines the quantity of clicks
. Since the quantity does not necessarily stand for the advertising success of a banner, the view-through rate (VTR) is also recorded for quality evaluation. The view-through rate is used to record the number of times an advertising campaign is called up and the number of advertising contacts made. The view-through rate gives a subjective impression of the advertising medium and its appeal and of the advertising message.
View-through rates are much higher than click-through rates. They are given as a percentage and are determined from the views per campaign. The advertising success is made available to the advertiser in the Proof of Performance.