> ## Documentation Index
> Fetch the complete documentation index at: https://docs.nemu.com.br/llms.txt
> Use this file to discover all available pages before exploring further.

# Clicks + Views

> Understand Nemu's new Clicks + Views attribution model, which combines platform-tracked clicks with view-through conversions reported by social platforms.

# Clicks + Views Attribution Model

## 1. Overview

Nemu's **Clicks + Views** model combines:

* Attribution based on **clicks tracked by Nemu pixel**
* Conversions attributed to **views** reported by official platform APIs

Currently supported for:

* Pinterest
* TikTok
* Meta
* Google

This model adds to our **Last Click** results the conversions attributed exclusively to views by the platforms themselves.

**In summary:**

> **Clicks + Views = performance measured by Nemu (clicks) + impact reported by platforms (views)**

***

## 2. Why does this model exist?

Nemu already accurately measures the impact of clicks on campaigns.\
The **Views** model doesn't replace this view — it complements it.

On social channels, many sales happen after a person:

* Sees an ad
* Doesn't click at that moment
* Purchases later through another path (direct, organic, other channel)

Platforms register this type of influence as **view-through conversion**.

The Clicks + Views model exists to:

* Bring this complementary view
* Enrich the reading of social channels
* Bring Nemu's analysis closer to what managers see within the platforms themselves

***

## 3. How the Model Works

### Step 1 — Click Attribution (Nemu)

Nemu works normally:

* Captures UTMs
* Reconstructs the journey
* Applies the chosen model (e.g., Last Click)

**Result:**\
Number of sales attributed by click.

**Example:**

> TikTok → 10 sales by click

***

### Step 2 — View Conversions (Platform APIs)

Through official integration, we collect:

* Conversions attributed exclusively to views
* Within the attribution window configured in the account

**Important:**

These sales:

* Had no recorded click
* Were attributed by the platform itself as a result of ad exposure

**Example:**

> TikTok API → 5 sales by view

***

### Step 3 — Sum Clicks + Views

The model applies the following logic:

```text theme={null}
Total Sales = Sales by Click (Nemu) + Sales by View (Platform)
```

**Final example:**

* 10 sales by click
* 5 sales by view

\= **15 sales attributed to TikTok**

***

## 4. Journey Examples (To Make It Tangible)

### Scenario 1 — Click Only

**Journey:**

* User sees ad on Facebook
* Clicks on ad
* Purchases

**Result:**

* Facebook receives 1 sale by click
* In Clicks + Views model, still 1 sale

***

### Scenario 2 — View Only

**Journey:**

* User sees ad on TikTok
* Doesn't click
* Days later enters site directly
* Purchases

**Result:**

* In click model: TikTok wouldn't receive this sale
* In Clicks + Views:
  * TikTok receives 1 sale by view (via API)

***

### Scenario 3 — View + Click from Another Channel

**Journey:**

* User sees Facebook ad (view)
* Then clicks on TikTok ad
* Purchases

**In Last Click:**

* TikTok receives the sale (last click)

**In Clicks + Views:**

* TikTok receives 1 sale by click
* Facebook may receive 1 sale by view (if platform registers as attributed view)

**Possible result:**

* TikTok: 1 (click)
* Facebook: 1 (view)

This shows how the model expands the reading of exposure impact.

***

### Scenario 4 — View + Click on Same Channel

**Journey:**

* User sees TikTok ad
* Then clicks on another TikTok ad
* Purchases

**Result:**

* 1 sale by click (Nemu)
* The view may or may not be reported as additional conversion by the platform

In Clicks + Views:

* Sum of click volume + reported view volume
* There's no individual view journey reconstruction, just sum of totals

***

## 5. When to Use Clicks + Views

### Recommended when:

* Brand invests heavily in social
* There are awareness and consideration campaigns
* Manager also wants to see exposure impact
* There's relevant difference between sales by click and sales reported by platforms

### Less indicated when:

* Analysis needs to consider only click interactions
* Focus is purely traffic-based comparison

***

## 6. Impact on Metrics

When activating Clicks + Views:

* Increases volume of conversions attributed to social channels
* May improve ROAS
* May alter comparison between channels

### Example:

| Channel   | Last Click | Clicks + Views |
| --------- | ---------- | -------------- |
| TikTok    | 10         | 15             |
| Meta      | 20         | 26             |
| Pinterest | 5          | 8              |
| Google    | 15         | 20             |

***

## 7. Complete Financial Example

**Scenario:**

* Investment in TikTok: \$10,000
* Sales by click: 10
* Sales by view: 5
* Average ticket: \$3,000

**Result:**

* Revenue by click = \$30,000

* Revenue by view = \$15,000

* Total revenue = \$45,000

* ROAS (clicks) = 3.0

* ROAS (Clicks + Views) = 4.5

***

## Final Summary

The **Clicks + Views** model:

* Maintains Nemu's click attribution base
* Adds view-through conversions officially reported
* Offers complementary reading of social campaign impact
* Expands strategic view without replacing other models