View-Through & Cross-Device Conversions
A conversion can still count even if someone never clicked the ad, or switched devices before converting.
What it means
A view-through conversion counts someone who saw (but didn't click) an ad and later converted anyway. A cross-device conversion counts someone who started on one device — say, saw an ad on their phone — and completed the conversion on another, like a laptop. Both are enabled as part of Google's enhanced conversions features.
Why it matters
Without these, your reported conversions can understate what your ads actually influenced, since plenty of real customers see an ad, don't click it, and come back later or on a different device to buy.
ask datanephew
Is my conversion count missing people who saw my ad but didn't click?
Ask datanephew whether enhanced conversions are enabled on your account — that's what makes view-through and cross-device conversions possible to count in the first place.