# ThruPlay

**Category:** metrics  
**Short Description:** Meta's video-view event: a play watched to 15 seconds, or completed if the video is under 15 seconds.  
**Last Updated:** 2026-07-22T00:00:00Z

## Definition

ThruPlay is Meta's standard video-view event, counted when a viewer watches a video to 15 seconds — or to completion if the video is shorter. It is both a reported metric and a biddable optimization/billing event, and it replaced Meta's retired 10-second video view. ThruPlays ÷ video plays gives the ThruPlay Rate; spend ÷ ThruPlays gives Cost Per ThruPlay. The term is Meta-specific.

## Formula

**Formula:** `ThruPlay = 1 view counted at 15s (or completion, if video < 15s)`

A single video view credited once a viewer reaches 15 seconds — or finishes a video shorter than 15 seconds. Meta-specific, and also biddable as an optimization event. Example: 10,000 video plays that produce 2,000 qualifying 15-second views is 2,000 ThruPlays (a 20% ThruPlay Rate).

## Calculation

**Formula:** `ThruPlays = plays reaching 15s (or completed, if the video is under 15s)`

**Explanation:** A ThruPlay is counted per qualifying play — 15 seconds of watch time, or full completion for videos shorter than 15 seconds. It is a count (and an optimization event), not a rate: divide ThruPlays by video plays for the ThruPlay Rate, or divide spend by ThruPlays for Cost Per ThruPlay.

### Components

- **Qualifying Video Views**: Plays that reached 15 seconds, or completed for videos under 15 seconds

## Examples

- A 12-second ad earns a ThruPlay every time a viewer watches it to the end
- A 45-second ad earns a ThruPlay only from viewers who reach the 15-second mark
- 10,000 video plays and 2,000 ThruPlays means a 20% ThruPlay Rate

## FAQs

### What does ThruPlay mean?

ThruPlay means a viewer watched your video ad for at least 15 seconds, or to completion if the video is shorter than 15 seconds. It is Meta's qualifying video-view event, and the plural 'ThruPlays' is simply the count of qualifying views an ad earned — the unit that ThruPlay Rate and Cost Per ThruPlay are built on.

### What is a ThruPlay on Meta?

In Meta Ads Manager, ThruPlays appear as a results column on video campaigns and as a selectable optimization event: on awareness and video-view objectives you can optimize delivery for ThruPlays, and Meta also offers ThruPlay billing so you pay per qualifying view rather than per impression. Ads Manager reports Cost Per ThruPlay alongside the count, which is the number to watch when comparing creative efficiency across campaigns.

### What's the difference between ThruPlay and ThruPlay Rate?

ThruPlay is a count of qualifying video views; ThruPlay Rate is that count divided by video plays, expressed as a percentage. An ad with 10,000 video plays and 2,000 ThruPlays earned 2,000 ThruPlays and a 20% ThruPlay Rate. Use the count for volume and cost (Cost Per ThruPlay), and the rate for creative-quality comparisons.

### How is a ThruPlay counted?

For videos 15 seconds or longer, a ThruPlay is counted when a viewer reaches 15 seconds of watch time. For videos shorter than 15 seconds, it is counted on full completion. The 15-second threshold is fixed regardless of total video length, which is why short videos earn ThruPlays far more easily than long ones.

### Is ThruPlay the same as a video view on TikTok or YouTube?

No. ThruPlay is Meta-specific. TikTok counts a video view at 2 seconds (with a separate 6-second metric), and YouTube TrueView counts a view at 30 seconds or completion. Because the qualifying thresholds differ, ThruPlay counts and rates are not directly comparable across platforms.

## Related Terms

### Component Terms

- **[ThruPlay Rate](/resources/glossary/metrics/thruplay-rate)**: ThruPlays divided by video plays — the rate this event feeds
- **[Cost Per ThruPlay](/resources/glossary/metrics/cost-per-thruplay)**: Ad spend divided by ThruPlays earned — the efficiency view of the same event

### Similar Terms

- **[Hold Rate](/resources/glossary/metrics/hold-rate)**: Same 15-second checkpoint, but normalized to the 3-second (hooked) audience
- **[Video Completion Rate (VCR)](/resources/glossary/metrics/video-completion-rate-vcr)**: VCR requires 100% completion; a ThruPlay only requires 15 seconds (or completion of a shorter video)