# View-through rate (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.

Canonical: https://use-addy.site/glossary/view-through-rate
Last updated: 2026-10-26

Also called: VTR

**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

- [Completion rate](https://use-addy.site/glossary/completion-rate)
- [Hold rate](https://use-addy.site/glossary/hold-rate)
- [CPV (cost per view)](https://use-addy.site/glossary/cpv)