What is the difference between VTR and completion rate?

Completion rate counts only plays to the end. VTR counts views as each platform defines them, which may be a fixed number of seconds rather than completion.

Can I compare VTR between YouTube and Meta?

Not reliably. The platforms define a view differently, so compare VTR only within one platform and format.

View-through rate (VTR)

View-through rate (VTR) is the percentage of video ad impressions that were watched to a defined point, usually completion or a platform's view threshold. The formula is views divided by impressions, times 100. Because each platform defines a view differently, VTR is only comparable within one platform and format.

Updated 27 October 2026

Formula

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

Example: a YouTube ad served 20,000 times with 5,000 counted views has a VTR of 25%.

What counts as a view

Platforms set their own thresholds. Google, for example, bills a YouTube Shorts TrueView view at 10 seconds watched or completion, whichever comes first. Meta reports ThruPlays as plays to completion or 15 seconds. These differences make a cross-platform VTR comparison misleading.

Do not confuse it with view-through conversions

A view-through conversion is something else: a conversion credited to an ad that someone saw but did not click. It is an attribution setting, covered under attribution window. A high VTR says people watched; it does not say anyone bought.

Improving VTR

Shorten the ad. Completion rates fall as length rises, all else equal.
Front-load the payoff so the reason to keep watching is clear early.
Match the format to the placement: a 16:9 cut in a vertical feed loses viewers fast.

How the platforms define it

YouTube skippable in-stream (CPV bidding): a view is paid when someone watches 30 seconds, the whole ad if it is shorter, or interacts, whichever comes first.
YouTube Shorts (CPV bidding): a view counts at 10 seconds watched or the end of the video, whichever comes first. Clicking the call to action, liking, commenting or sharing also counts.
Meta: ThruPlay counts 15 seconds watched or 97% of a shorter video; a 6-second option exists.
TikTok: reports views at 25%, 50%, 75% and 100% of length; replays are not counted.

Questions

What is the difference between VTR and completion rate?: Completion rate counts only plays to the end. VTR counts views as each platform defines them, which may be a fixed number of seconds rather than completion.
Can I compare VTR between YouTube and Meta?: Not reliably. The platforms define a view differently, so compare VTR only within one platform and format.

Sources

Read on 27 October 2026. Platforms change specs and policies without notice; check the source before you build to a number.

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