View-Through Rate Calculator

Did viewers actually watch to the end?

View-Through Rate measures what percentage of people who started a video ad actually watched it through to completion - a core engagement signal for video advertising, independent of whether viewers clicked through afterward.

Worked example

For 6,000 completions out of 10,000 video impressions:

VTR = 6000 / 10000 x 100 = 60.0%

VTR benchmarks vary significantly by video length, ad placement (in-stream vs. out-stream), and whether the ad is skippable - shorter, well-targeted, non-skippable placements generally show higher VTR than longer skippable formats.