View-through rate (VTR)

Also called: VTR

View-through rate is the percentage of impressions where the viewer watched the video to a set point, often the end or a fixed number of seconds.

Formula

VTR = completed (or qualifying) views ÷ impressions × 100

Each platform defines a qualifying view differently, so VTR is best compared within one platform. On YouTube, a view for skippable ads generally counts at 30 seconds or the end of a shorter ad. Not to be confused with view-through conversions, which are conversions credited to people who saw an ad without clicking it.

Related terms

Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.

Questions

+What is view-through rate?

View-through rate is the percentage of impressions where the viewer watched the video to a set point, often the end or a fixed number of seconds.

+How do you calculate View-through rate?

VTR = completed (or qualifying) views ÷ impressions × 100.

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