View-Through Rate (VTR) | Definition & Formula
Learn what view-through rate (VTR) means in video ads, how to calculate it with the view-through rate formula, and why VTR matters for campaign success.
Glossary
1
min read
What is View-Through Rate?
View-through rate (VTR) is a video advertising metric that measures the percentage of viewers who watch a skippable ad all the way to the end. Unlike impressions—which only show how many people saw your ad—VTR reveals how engaging your content truly is.
For experienced marketers, VTR is a secondary KPI: it won’t directly show conversions, but it provides valuable context about audience attention. A strong VTR suggests your creative is resonating, while a weak one signals that storytelling, targeting, or placement may need improvement.
As a benchmark, most industries consider a 15% VTR a healthy completion rate for skippable ads. Since habits and platforms differ, what matters most is how your VTR aligns with your campaign objectives and works alongside other KPIs like CTR, conversions, and ROAS.
View-Through Rate Formula
The view-through rate formula is:
VTR = (Completed Views ÷ Total Impressions) × 100
Example
If your video ad was shown 10,000 times and 1,500 viewers watched to the end, your VTR would be:
1,500 ÷ 10,000 × 100 = 15%
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