function calculateMetrics() {
// Clear previous errors and results
var errorDiv = document.getElementById('errorDisplay');
var resultDiv = document.getElementById('resultDisplay');
var cpcvContainer = document.getElementById('cpcvContainer');
errorDiv.style.display = 'none';
resultDiv.style.display = 'none';
errorDiv.innerHTML = ";
// Get Input Values
var starts = parseFloat(document.getElementById('videoStarts').value);
var completions = parseFloat(document.getElementById('videoCompletions').value);
var cost = parseFloat(document.getElementById('totalAdSpend').value);
// Validation Logic
if (isNaN(starts) || starts <= 0) {
errorDiv.innerHTML = "Please enter a valid number of Video Starts greater than 0.";
errorDiv.style.display = 'block';
return;
}
if (isNaN(completions) || completions starts) {
errorDiv.innerHTML = "Error: Completions cannot be greater than Starts. Please check your data.";
errorDiv.style.display = 'block';
return;
}
// Calculation Logic
var vcr = (completions / starts) * 100;
var dropOffRate = 100 – vcr;
// CPCV Logic
var cpcv = 0;
var hasCost = !isNaN(cost) && cost > 0;
if (hasCost) {
if (completions > 0) {
cpcv = cost / completions;
} else {
cpcv = cost; // If 0 completions, cost per completion is technically infinite, but we handle gracefully
}
}
// Display Logic
document.getElementById('vcrResult').innerHTML = vcr.toFixed(2) + '%';
document.getElementById('dropOffResult').innerHTML = dropOffRate.toFixed(2) + '%';
// Simple analysis based on general industry averages (e.g., 70% is generally good, below 30% is poor)
var analysis = "";
if (vcr >= 70) {
analysis = "Excellent retention. Your video content is highly engaging.";
} else if (vcr >= 40) {
analysis = "Average performance. Look for optimization opportunities.";
} else {
analysis = "Low completion rate. Consider shortening the video or improving the hook.";
}
document.getElementById('vcrAnalysis').innerHTML = analysis;
if (hasCost) {
document.getElementById('cpcvResult').innerHTML = '$' + cpcv.toFixed(2);
cpcvContainer.style.display = 'block';
} else {
cpcvContainer.style.display = 'none';
}
resultDiv.style.display = 'block';
}
Understanding Video Completion Rate (VCR)
Video Completion Rate (VCR) is a critical metric in digital advertising and content marketing that measures the percentage of viewers who watch your video to the very end. Unlike a simple "view count," which might only register 3 seconds of watch time, VCR indicates true engagement and content resonance.
A high completion rate suggests that your audience finds the content relevant, entertaining, or valuable enough to stick around until the closing frame. A low rate often indicates that the video is too long, the content isn't relevant to the target audience, or the introduction failed to hook the viewer.
The VCR Formula
The calculation for Video Completion Rate is straightforward. It compares the number of people who started the video against the number of people who finished it.
VCR = (Video Completions ÷ Video Starts) × 100
Variables:
Video Starts: The total number of times the video began playing (often synonymous with impressions in auto-play environments).
Video Completions: The number of times the video played to 100% of its duration.
What is Cost Per Completed View (CPCV)?
While VCR measures engagement, CPCV (Cost Per Completed View) measures financial efficiency. This metric tells advertisers exactly how much they paid for a user to watch the entire ad. This is often more valuable than CPM (Cost Per Thousand Impressions) or CPV (Cost Per View) for branding campaigns where the message is delivered at the end of the video.
CPCV = Total Ad Spend ÷ Video Completions
How to Interpret Your Results
Benchmarking VCR can be difficult as it varies wildly by platform, video length, and industry. However, general guidelines include:
15-Second Ads: Should aim for 70%+ completion rates.
30-Second Ads: A VCR between 50% and 60% is typically considered healthy.
Long-form Content (1 min+): Completion rates often drop to 20-40%, but the engagement value of those remaining viewers is significantly higher.
If your drop-off rate is high, use video analytics to see exactly where users stop watching. If they leave in the first 5 seconds, fix your hook. If they leave in the middle, the content may be dragging. If they leave right before the end, your call-to-action might need work.