Calculate completion rate from completed views and matching impressions, or choose an explicit solve for expected views or impressions. A separate view-through conversion ratio uses attributed conversion credits per impression.

Illustrative campaign data

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

For this calculator’s completion-based VTR, divide completed views by matching impressions, then multiply by 100. Use the same campaign, reporting period and counting definition.

Here, completed views mean the entire ad was watched. Platform view-rate metrics may count partial viewing or interactions and should not automatically be treated as completion rate. The conversion mode instead uses attributed view-through conversion credits, with matching attribution and counting rules.

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?

There is no universal good threshold. Compare the same metric, ad format, placement, audience, campaign goal and attribution settings. Completion rate and conversion credits per impression are different measures.

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%