ThruPlay Rate Benchmark
Enter your Meta ThruPlay rate and instantly see how it compares to 2026 industry benchmarks by creative length and audience temperature. Free, no login — see where you land vs the cited typical range, with sources, and what your number means for creative performance.
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ThruPlay Rate Benchmark
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ThruPlay is useful only when you compare like with like. A 12-second retargeting video and a 45-second cold-prospecting video can both report “ThruPlay rate,” but they do not clear the same creative hurdle. This benchmark tool keeps the comparison honest by segmenting the result by length and audience temperature, then giving a range-relative verdict with citations. For the full 2026 research hub — thumbstop, hold, and ThruPlay ranges with methodology — see the Video Creative Metrics Benchmarks 2026 guide. Use it after you calculate hook rate: if the hook is strong but ThruPlay is weak, the body of the video is losing viewers; if both are weak, rewrite the first frame and opening line before changing the offer.
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Related Terms
ThruPlay Rate
ThruPlay Rate measures the percentage of video plays where users watch either the entire video (for videos under 15 seconds) or at least 15 seconds (for longer videos). This is the denominator Meta reports against; on Meta, autoplay keeps video plays ≈ impressions. The metric evaluates content's ability to maintain viewer attention and deliver complete messages, particularly important for platforms like Meta and TikTok.
ThruPlay
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.
Churn Rate
Churn rate measures the proportion of customers who discontinue their relationship with a company during a specific timeframe. For subscription businesses, this means cancellations or non-renewals. For non-subscription businesses, churn is often defined as no purchase activity within a set period. It's a critical metric for evaluating customer retention and business health.
