Enter the total completed views and the total number of impressions into the calculator to determine the view-through rate (VTR).

VTR Formula

The following formula is used to calculate the view-through rate of a video advertisement. 

VTR = CV / I *100
  • Where VTR is the view through rate (%)
  • CV is the completed views
  • I is the total number of initial impressions

To calculate a view-through rate, divide the total number o completed views by the total number of impressions, then multiply by 100.

In this case, a completed view is counted when the entire ad is viewed even when a skip button is available.

VTR Definition

What is VTR?

VTR is an acronym used in video digital marketing to describe the view-through rate of a video ad. The view-through rate is defined as the ratio of the total number of completed views on a video ad(i.e total number of views that watch the entire ad) and the total number of initial impressions.

What is a good VTR?

A good VTR depends on the niche and goal of the advertisement, but in general, an advertiser would like to receive a view-through rate of over 1%.

Example Problem

How to calculate VTR?

  1. First, determine the total number of initial impressions the video ad receives.

    For this example, the video ad is playing on youtube and after a week-long campaign, there are 1,000,000 initial impressions.

  2. Next, determine the total number of completed views.

    After the same week period, there were 15,000 recorded completed views.

  3. Finally, calculate the view-through rate of the campaign.

    Using the formula above, the view through rate is calculated to be:
    VTR = CV/I *100
    VTR =15,000/1,000,000 *100
    VTR = 1.5%