View-through from creator content vs click-through paid cuts
AppsFlyer documents view-through attribution with a shorter default lookback than click-through. A synthetic lab shows how creator influence can be undervalued under last-click-only readouts.
Creator posts often influence installs without a click. Last-click dashboards then undervalue them.
Define the calculation before using it
Enter click-through attributed installs, view-through attributed installs at the short window, and extra view-through installs that appear only when a longer window is enabled. Compare totals. Illustrative inputs.
Work through the synthetic example
| Input | Synthetic value |
|---|---|
| Click-through installs | 5,000 |
| View-through at short window | 400 |
| Extra view-through at long window | 900 |
| Output | Result |
|---|---|
| Total short window | 5,400 |
| Total long window | 6,300 |
| Window-only increment | 900 |
AppsFlyer: Measure view-through engagements (updated 5 May 2026 on the page we opened) — default view-through lookback noted as 24 hours in that article’s principles; Attribution window covers configuration. Spark Ads (help) are a common paid surface for creator posts but do not redefine MMP windows.
Facts versus limits
| Field | Evidence or limit |
|---|---|
| VTA supported in AppsFlyer | Primary docs |
| Default hours | Product/account specific — re-read current setting |
| Incrementality of VTA | Not proven by window maths alone |
