VTR Calculator (View-Through Rate)

What is VTR?

View-Through Rate (VTR) is a video advertising metric that measures the percentage of ad impressions that result in a completed view. The definition of a “completed view” can vary by platform (e.g., watching to the end, watching for 30 seconds), but VTR essentially tells you how engaging and relevant your video ad is to the audience who saw it.

How to Calculate VTR

The formula for calculating View-Through Rate is simple and direct:

For example, if your video ad was shown 100,000 times (impressions) and resulted in 2,000 completed views, your VTR would be 2%.

Why is VTR Important?

VTR is a critical indicator of your video ad’s performance and audience engagement:

• Measures Ad Quality: A high VTR suggests that your ad creative is compelling and holds the viewer’s attention. A low VTR might indicate your ad is boring, irrelevant, or too long.
• Indicates Targeting Accuracy: If you’re showing your ad to the right audience, they are more likely to watch it. A low VTR could be a sign that your audience targeting needs refinement.
• Optimizes Creative: By A/B testing different video ads and comparing their VTRs, you can determine which intros, visuals, and messages are most effective at capturing and retaining viewer interest.
• Complements Other Metrics: While CTR measures immediate action, VTR measures engagement. An ad might have a low CTR but a high VTR, indicating it was effective for branding even if it didn’t drive immediate clicks.