# View Rate

**Category:** metrics  
**Short Description:** Percentage of video ad impressions that result in views meeting platform-specific duration thresholds.  
**Last Updated:** 2024-03-15

## Definition

View Rate measures the percentage of video ad impressions that achieve platform-defined view duration thresholds. This metric helps evaluate initial content engagement and creative effectiveness, with view definitions varying by platform (e.g., 2 seconds for Facebook, 30 seconds for YouTube).

## Calculation

**Formula:** `(Qualified Views / Total Video Impressions) × 100`

**Explanation:** Divide number of qualified views by total video impressions and multiply by 100. View qualification criteria vary by platform and campaign objectives.

### Components

- **Qualified Views**: Number of views meeting platform duration threshold
- **Total Video Impressions**: Total number of times video was displayed

## Examples

- 40% view rate on YouTube indicating strong initial engagement
- Facebook campaign achieving 15% 3-second view rate
- TikTok ads reaching 25% view rate for 6-second views

## Related Terms

### Similar Terms

- **[ThruPlay Rate](/resources/glossary/metrics/thruplay-rate)**: More stringent view metric focused on longer duration engagement
- **[Video Completion Rate (VCR)](/resources/glossary/metrics/video-completion-rate-vcr)**: Measures full video completions vs platform-specific view thresholds

### Component Terms

- **[Cost Per View (CPV)](/resources/glossary/metrics/cost-per-view-cpv)**: Efficiency metric measuring cost of achieving qualified views