How to Calculate Thruplay Rate

ThruPlay Rate Calculator

The number of times your video was played to completion or for at least 15 seconds.

The total number of times your ad was displayed on screen.

Enter your total budget spent to calculate Cost Per ThruPlay.

Campaign Performance Metrics

ThruPlay Rate

0%

Cost Per ThruPlay

$0.00

How to Calculate ThruPlay Rate

The ThruPlay rate is a critical video engagement metric used primarily within Meta (Facebook and Instagram) advertising. It measures how effectively your video content captures and holds the attention of your target audience. Unlike standard "3-second views," a ThruPlay specifically counts viewers who watched your video for at least 15 seconds or until the end (if the video is shorter than 15 seconds).

The ThruPlay Rate Formula

To calculate your ThruPlay rate manually, use the following formula:

ThruPlay Rate = (Total ThruPlays / Total Impressions) x 100

Real-World Example

Imagine you are running a video ad campaign for a new product. After one week, your Facebook Ads Manager shows the following data:

• Impressions: 50,000
• ThruPlays: 2,500
• Total Spend: $200

Using the calculation: (2,500 / 50,000) = 0.05. Multiply by 100 to get a 5% ThruPlay Rate. Additionally, your Cost Per ThruPlay would be $200 / 2,500 = $0.08 per view.

Why ThruPlay Rate Matters

While reach and impressions tell you how many people saw your ad, the ThruPlay rate tells you how many people actually consumed your message. A high ThruPlay rate typically indicates:

1. Strong Creative Hook: You captured interest in the first few seconds.
2. High Relevancy: Your targeting is reaching the right audience.
3. Quality Content: The video production value or message is compelling enough to keep people watching.

Tips to Improve Your ThruPlay Rate

• The 3-Second Rule: Put your most exciting visual or core value proposition within the first 3 seconds to prevent scrolling.
• Optimize for Mobile: Use vertical (9:16) or square (1:1) aspect ratios to take up more screen real estate.
• Add Captions: Over 80% of social media users watch videos with the sound off. Without captions, you lose them instantly.
• Refine Your Audience: If your rate is below 1%, your ad might be showing to people who don't find the topic interesting. Try narrowing your interests or using Lookalike Audiences.