Short-form metrics & strategy
View-through rate: definition and examples
What is View-through rate?
View-through rate (VTR) is the percentage of viewers who watch a video ad from start to finish, calculated by dividing completed views by total impressions. It applies specifically to skippable ads and indicates how well the content holds attention all the way to the end.
When you'd use it
- 1When running skippable video ads and needing to measure how many viewers watched to the end.
- 2When comparing two ad creatives to see which holds attention through completion.
- 3When evaluating whether a video ad is long enough to deliver its message before viewers drop off.
- 4When reporting campaign completion metrics to demonstrate ad quality beyond reach alone.
- 5When testing whether a different pacing or format improves completion on paid placements.
Example
A software company ran two versions of a 30-second pre-roll ad on YouTube. Version A, which opened with a problem statement, achieved a VTR of 38 percent. Version B, which opened with a bold visual and delayed the explanation, reached 54 percent, with mid-video drop-off lower across both cohorts.
Use cases
- 1Measuring completion rate on a product video ad to determine whether viewers watch long enough to see the offer.
- 2Comparing view-through rate across two ad lengths to decide the right duration for the next campaign.
- 3Tracking completion on a series of skippable ads to identify which creative format holds attention to the end.
FAQ
What is the difference between view-through rate and completion rate?
View-through rate is typically used for paid ad formats, where viewers can skip, and measures the percentage who watch to the end. Completion rate is a broader term that can apply to both organic and paid video, measuring the same thing: the share of viewers who reach the end of a video. In practice, they are often used interchangeably, but VTR almost always implies a paid or skippable ad context.
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