9 October 2023
Last modified: 14 March, 2022
The view-through rate (VTR) is calculated by dividing the number of completed views of an ad by the number of initial impressions. This KPI can be used to estimate the success of a video ad campaign by indicating how much time users spent viewing the ads. The higher the rate, the more the ad is engaging viewers to keep watching.
VTR = complete views / impressions