Topic Hub
Diagnose video ad performance with the full metric stack — thumbstop and hook rate through hold rate, ThruPlay, VCR, and drop-off analysis — plus benchmark tools and platform comparison guides.
12 curated resources across metrics, tools, articles, and comparisons
Core glossary terms, formulas, and benchmark context for this topic.
Percentage of video ad impressions that result in complete views or 15-second watches.
(ThruPlays / Total Video Impressions) × 100
Percentage of hooked viewers (3-second video views) who keep watching to the 15-second mark.
(15-Second Video Views / 3-Second Video Views) × 100
Percentage of users who pause scrolling to view content for a meaningful duration.
(Total Meaningful Views / Total Impressions) × 100
The percentage of video ad impressions where users watch to completion (100%).
VCR = (Complete Views / Video Starts) × 100
Average cost of achieving a ThruPlay (complete view or 15-second watch) for video ads.
Total Ad Spend / Total ThruPlays
Interactive calculators, analyzers, and generators to apply these concepts.
Deep dives, benchmark reports, and strategic analysis from the AdSights blog.
ThruPlay rate benchmarks for Meta video ads, broken down by video length, placement, and audience temperature — with the formula, the methodology, and the platform-specific quirks that move the number 10–30 points.
Step-by-step formulas for the three core video-engagement metrics — Video Completion Rate, ThruPlay Rate, and View-Through Rate — with worked examples and the platform-specific quirks that trip up cross-platform comparisons.
ThruPlay is a Meta-specific term, but the underlying mechanic — counting a view at a specific threshold — exists differently on TikTok, YouTube, and CTV. Here's how the metrics actually compare and where cross-platform benchmarks break down.
Side-by-side guides explaining when to use each metric and how they differ.
