Question 1

What is a good ThruPlay rate?

Accepted Answer

It depends on creative length and audience. For 15–30s creative shown to a cold prospecting audience, a ThruPlay rate around 18–28% is typical (median ~22%); below ~5% signals a weak hook. Under-15s creative often clears 70–90% simply because the clip is short enough to auto-complete, so a high rate there reflects length more than creative quality. Warm/retargeting audiences usually run ~30–50% above the cold baseline. Enter your rate above to see where you land against these bands.

Question 2

How is ThruPlay rate calculated?

Accepted Answer

ThruPlay rate = ThruPlays ÷ impressions. On Meta a ThruPlay counts when a video is watched to completion or for at least 15 seconds (whichever comes first). It measures how well your creative holds attention past the hook.

Question 3

Why does creative length change the benchmark?

Accepted Answer

Because a ThruPlay only requires 15 seconds (or completion). A 10-second video completes for almost everyone who does not scroll away, inflating the rate, while a 30-second video must genuinely hold attention to the 15-second mark. Always compare your rate to creatives of a similar length, which this tool does by segment.

Question 4

Is this benchmark Meta-specific?

Accepted Answer

Yes — ThruPlay is a Meta (Facebook/Instagram) metric, so these benchmarks reflect Meta placements (Feed, Reels, Stories). Other platforms use different view definitions (e.g. TikTok 2-second/6-second views, YouTube 30-second/skippable views).

Question 5

What should I do if my ThruPlay rate is below benchmark?

Accepted Answer

A low ThruPlay rate usually points to a weak hook or a length/format mismatch. Strengthen the first 1–3 seconds, front-load the value proposition, and test shorter cuts. AdSights analyzes creative performance across every variant automatically — request access to see which hooks hold attention.

ThruPlay Rate Benchmark

Free Analyzer