# ThruPlay Rate Interpretation Guide > Understand what ThruPlay rate measures on Meta, how it differs from VCR and hold rate, and how to diagnose underperforming video ads. ## What ThruPlay Measures **ThruPlay rate** = ThruPlays ÷ Impressions × 100 A ThruPlay fires when a viewer watches 15+ seconds (or the full video if shorter) **or clicks** the ad. Because clicks count, pair ThruPlay with hold rate for true watch depth. | Metric | Definition | Best for | | --- | --- | --- | | ThruPlay rate | 15s views + clicks / impressions | Engagement depth | | Hold rate | % still watching at timestamp X | Retention diagnosis | | VCR | Full video views / impressions | Short-form completion | | Thumbstop rate | 3s views / impressions | Hook strength | ## Benchmark Ranges - **Meta Feed (15–30s):** 25–40% median prospecting - **Meta Reels:** 35–55% - **TikTok In-Feed:** 40–60% - **Cost per ThruPlay:** $0.007–$0.024 (median ~$0.015) ## Diagnostic Workflow for Low ThruPlay 1. Check thumbstop rate first — below 20% at 3s is a hook problem 2. Plot drop-off curve at 3s, 25%, 50%, 75%, 100% 3. Segment by placement (Reels vs Feed vs Stories) 4. Compare against your own historical top performers ## Related Tools - [ThruPlay Rate Benchmark Analyzer](/resources/tools/analyzers/thruplay-rate-benchmark) - [Video Drop-off Calculator](/resources/tools/calculators/video-dropoff-calculator) - [VCR vs ThruPlay Comparison](/resources/comparisons/vcr-vs-thruplay-rate)