View Through Rate (VTR) Calculator
Calculate the effectiveness of your video advertising campaigns instantly.
Your View Through Rate Is:
0%
What is View Through Rate (VTR)?
View Through Rate (VTR) is a critical digital marketing metric used primarily in video advertising. It measures the percentage of people who watched a video advertisement from start to finish out of the total number of people who were exposed to the ad (impressions).
Unlike Click-Through Rate (CTR), which focuses on immediate action, VTR focuses on engagement and content relevance. It tells you if your creative hook was strong enough to keep the viewer watching until the end.
The VTR Formula
To calculate View Through Rate manually, use the following mathematical formula:
VTR = (Total Completed Views ÷ Total Impressions) × 100
How to Use This Calculator
- Completed Views: Enter the number of times your video was played to completion (or to the "skip" point defined by the platform).
- Total Impressions: Enter the total number of times your ad was served to users, regardless of whether they engaged.
- Click Calculate: The tool will provide the percentage and a brief assessment of the performance.
Example Calculation
Suppose you are running a YouTube skippable in-stream campaign. Your dashboard shows the following data:
- Total Impressions: 50,000
- Completed Views: 7,500
Using the formula: (7,500 / 50,000) × 100 = 15% VTR.
What is a Good VTR?
Benchmarks vary significantly by industry and platform, but generally:
- 10% – 20%: Average performance for most display video ads.
- 20% – 30%: Good performance, indicating high relevance.
- Above 35%: Exceptional performance; your creative is highly engaging for your target audience.