# ThruPlay Rate Benchmark Enter your Meta ThruPlay rate, pick your creative length and audience temperature, and instantly see where you land against cited 2026 benchmarks. Free, no login — get a range-relative verdict, the typical band, the cited sources, and what your number means for creative performance. ## How It Works 1. Enter your **ThruPlay rate** (%) — `ThruPlays ÷ total video impressions × 100`, the denominator used by the [ThruPlay Rate glossary definition](/resources/glossary/metrics/thruplay-rate.md). 2. Pick your **creative length** (Under 15s / 15–30s / 30–60s) and **audience temperature** (Cold prospecting / Warm · retargeting) — two independent selectors, because each axis moves the benchmark on its own. 3. The tool returns a verdict relative to the cited typical range (Below / Within / Above), a range-band marker showing where your value sits, the typical low–median–high, and the sources behind that band. Verdicts are **range-relative, not percentiles** — the cited data is a typical *range*, not a distribution, so a value outside a band reads "below/above the typical range," never an "Nth percentile." ## Benchmark Segments (creative length × audience) Bands are matched to the site's cited content (see the [ThruPlay Rate glossary](/resources/glossary/metrics/thruplay-rate.md) and the [2026 benchmark guide](/blog/topics/ad-performance/what-is-a-good-thruplay-rate-2026-benchmarks)). | Length | Audience | Typical range | Median | | --- | --- | --- | --- | | Under 15s | Any (audience-independent) | 70%–95% | ~85% | | 15–30s | Cold prospecting (Reels/Stories) | 18%–28% | ~22% | | 15–30s | Warm / retargeting | 25%–45% | ~32% | | 30–60s | Cold prospecting | 8%–18% | ~12% | | 30–60s | Warm / retargeting *(directional)* | 12%–25% | ~16% | - **Under 15s** is audience-independent — short clips auto-clear the 15s/completion bar, so the rate reflects length, not creative quality. - **15–30s cold prospecting** is the honest creative-quality band: below ~10% is usually a hook problem, 25%+ is strong. - **30–60s warm** is a *directional estimate* (the cold band lifted for warm audiences) — there is no publicly-cited 30–60s × warm range, so it's flagged as directional rather than presented like the sourced rows. ## Why Length and Audience Both Matter A ThruPlay only requires 15 seconds (or completion). A sub-15-second clip completes for almost everyone, inflating the rate; a 30-second video must genuinely hold attention to the 15-second mark. Warm audiences clear that threshold at materially higher rates than cold prospecting. Comparing against the wrong length/audience cell is the most common way "good" and "bad" get mislabeled — so this tool makes you pick both. ## Sources - AdSights ThruPlay Rate glossary (Meta, by length and audience temperature) - Affect Group, "Key Meta Ads Video Metrics Explained," 2025 — 15–30s cold prospecting band - Nielsen short-video completion data, 2024–2026 — sub-15s completion ## FAQs ### What is a good ThruPlay rate? 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. ### How is ThruPlay rate calculated? 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. ### Why does creative length change the benchmark? 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. ### Is this benchmark Meta-specific? 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). ### What should I do if my ThruPlay rate is below benchmark? 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. ## Related Tools - [Hook Rate Benchmark](/resources/tools/analyzers/hook-rate-benchmark.md) - Benchmark the first-3-second hook the ThruPlay rate depends on - [Video Drop-off Calculator](/resources/tools/calculators/video-dropoff-calculator.md) - Find where viewers drop before the 15-second threshold - [Creative Testing Budget Calculator](/resources/tools/calculators/creative-testing-calculator.md) - Plan the A/B tests that lift ThruPlay - [ROAS Calculator](/resources/tools/calculators/roas-calculator.md) - Tie creative performance back to Return on Ad Spend ## Additional Resources - [ThruPlay Rate glossary entry](/resources/glossary/metrics/thruplay-rate.md) - Canonical definition and formula - [What is a Good ThruPlay Rate? 2026 Benchmarks](/blog/topics/ad-performance/what-is-a-good-thruplay-rate-2026-benchmarks) - Full breakdown by format, length, and audience