Table of Contents
Definition of Video Completion Rate (VCR)
Definition of View Through Rate (VTR)
Major Differences Between VCR and VTR
Calculating Video Marketing Metrics
Optimization Best Practices
Commonly Asked Questions
If you are running digital video campaigns, there are specific metrics you need to understand to measure success. Video Completion Rate (VCR) and View Through Rate (VTR) are two important video marketing metrics that are a common source of confusion for marketers. Not only are these marketing KPIs a source of confusion, but the video marketing KPIs that sound somewhat similar actually differ in what aspect of video advertising they measure and are a source of different insights into the success of advertising campaigns.
What is Video Completion Rate (VCR)? {#what-is-video-completion-rate} Video Completion Rate (VCR) is a metric used in video advertising that indicates the percentage of viewers who watch a video advertisement until the end. This engagement metric is useful to advertisers because it gives them insight into how effective their video is to the targeted viewers.
Understanding the Video Completion Rate Calculation
VCR Formula: (Completed Views ÷ Total Impressions) × 100 = Video
Video Completion Rate Example: For a 30-second video advertisement, there are 10,000 impressions, and 3,500 users view it to completion, the Video Completion Rate would be 35%.
Why Video Completion Rate Matters
VCR is critical to quantify video ad engagement as well as creative effectiveness. A high video completion rate means that the video content is appealing to viewers and effectively keeps them engaged for the entire duration of the ad. This measure has a direct relationship with message retention as well as brand awareness.
What is View Through Rate (VTR)? {#what-is-view-through-rate}
View Through Rate (VTR) is a video ad conversion measure that tracks the proportion of users who accomplish a preferred action (e.g., website visits, sales, or sign-up for a newsletter) within a given duration following video ad exposure, independent of ad click-through.
How to Calculate View Through Rate VTR Formula: (View-Through Conversions ÷ Total Video Impressions) × 100 = View Through Rate
View Through Conversions
This post-view conversion metric brings the indirect effect of video ad campaigns to light. A user, for instance, may view a smartphone video ad, not click subsequently, but later search for and purchase that brand. VTR evaluates this precious conversion behaviour that the usual click-through metrics overlook.
View Through Rate Hypothetical: Imagine a video ad’s impressions are 10,000, and 250 clickers made the purchase in 30 days (without clicking on the ad, of course) without clicking on the ad within the 30-day window.
Video Completion Rate vs View Through Rate: Key Differences {#key-differences}
|
Aspect |
Video Completion Rate (VCR) |
View Through Rate (VTR) |
|
Purpose |
Measures immediate video engagement |
Measures post-view conversions |
|
Timeframe |
Instant (during ad viewing) |
1-30 days after impression |
|
Focus |
Content quality and engagement |
Long-term advertising impact |
|
What it measures |
The percentage who watch the complete video |
The percentage who convert after viewing |
Primary Purpose and Focus Differences
As discussed, Video Completion Rate is an immediate engagement metric, where its focus lies on the video content quality. The question that it seeks to answer is: “How compelling is our video creative?” As a video engagement metric, it deals with how well the ad captures and keeps the viewer’s attention.
On the other hand, View Through Rate is a metric that is concerned with the ROI of advertising campaigns and long-term conversion tracking. The question that it seeks to answer is: “How effectively does our video drive business outcomes?” As a conversion metric, it measures the impact that video advertising has on the broader purchase decision of the customer.
Measurement Timeframe Differences
VCR Timeframe: Measured in real-time only as the user experiences the video ad. The only thing that happens after a video finishes is the calculation of the completion rate.
VTR Timeframe: Have a longer attribution window, usually 1-30 days after the break of the first video impression. A longer attribution captures delayed customer response behaviour which is becoming more common in today’s customer journey.
What High Video Completion Rates Indicate
High Video Completion Rate indicates:
High-performing video creative that resonates with target audiences
Best-performing targeting approach reaching interested viewers
Video length fit for the platform and audience demographics
Optimized ad placement and timing
High-quality content production that is engaging to viewers
What High View Through Rates Mean
Strong View Through Rate performance indicates:
Successful brand recall and consideration building
Engaging message delivery that drives future purchase behaviour
Successful audience targeting reaching high-intent prospects
Influencer content reach that’s driving action without direct clicks
Good brand awareness campaign performance
Video Ad Optimization Strategies {#optimization} Improving Video Completion Rate Video Creative Optimization:
Develop engaging initial sequences within the first 3 seconds
Optimize video length to platform-specific best practices
A/B test creative variations to discover top-performing ones
Validate mobile-responsive video formats for cross-device consumption
Utilize prominent brand messaging in the early parts of the video sequence
Technical Optimization:
Implement auto-play functionality where applicable
Use proper video compression for quick loading
Include captions for accessibility and silent viewing
Test varied aspect ratios for platform optimization
Improving View Through Rate Conversion Tracking Setup:
Use complete conversion tracking on all customer touchpoints
Set proper attribution windows for your business industry and sales cycle
Utilize UTM parameters for full campaign tracking
Hook video campaigns up to CRM systems for lead attribution
Message and Targeting Optimization:
Create memorable brand messaging and visual identity
Add clear, compelling calls-to-action
Build consistent brand experiences across numerous marketing channels
Retarget video viewers with complementary ad content
Video Ad Metrics: Strategic Implementation
The impressions of both view through rate and video completion rate provide a pathway to holistic campaign optimization. Video Completion Rate enables creative content development and near-term engagement metrics. View Through Rate weighs longer ad performance metrics, plus a return on investment.
Example in the Real World! The case of a higher-end auto brand with a video ad campaign provides an example. An elevated VCR shows that viewers find the content so engaging that they watch the entire video. In contrast, a robust VTR reveals that even non-clicking viewers eventually make it to the dealerships or study vehicle models on the web—establishing the impact of the video on the customer consideration process.
Interpreting Combined Video Metrics Data
In strategic video advertising, the goal is not just to look at the two metrics separately, but as a combination:
Low VCR + High VTR: Creative is not well developed for video content; however, purchase decisions are reactive to the targeting and messaging
High VCR + Low VTR: The content is clever but does not provide any good business outcome – needs more calls-to-action
High VCR + High VTR: It is the best-in-class performance of content that resonates with the viewer and creates a valuable action
Low VCR + Low VTR: Creation, targeting, and conversion tracking are all in need of end-to-end campaign optimization
Frequently Asked Questions About Video Advertising Metrics {#faq}
What is a healthy Video Completion Rate?
Healthy Video Completion Rate varies across industry and medium:
Social media sites: VCR = 65-85% is solid
YouTube advertising: VCR = 50-70% is a solid performance
Connected TV advertising: VCR = 70-90% is standard for high-quality content
Mobile video advertising: VCR = 60-75% is solid engagement
How good is a View Through Rate?
View Through Rate benchmarks also vary by industry and campaign objectives:
E-commerce: VTR = 2-5% is successful
B2B services: VTR = 1-3% is a successful campaign
Automotive: VTR = 3-8% is excellent at building consideration
Financial services: VTR = 1-4% is a successful campaign
How long should an attribution window be for VTR?
Attribution window guidelines:
A fast-moving consumer good: 7-14 days
Considered purchases: 30-90 days
B2B products or services: 60-180 days
Luxury products 30-120 days
Can VTR and VCR be improved at the same time?
Certainly, the following actions can enhance both metrics:
Craft content with strong user appeal that subtly highlights the brand
Incorporate compelling opening phrases and effective call-to-actions
Implement precise audience segmentation
Regularly test and refine all creative elements
Ensure detailed conversion tracking is in place
Which of the two is more crucial for video ads?
We notice that both provide unique value:
Use Video Completion Rate (VCR) for: creative and engagement quality, and content analytics
Use View Through Rate (VTR) for: ROI and conversion optimizations and long-term impact analytics
Recommended approach: For more effective campaign optimization, monitor both metrics
Key Takeaways: Video Completion Rate vs View Through Rate
The difference between VCR and VTR is that Video Completion Rate helps you understand how many viewers finished watching your video (immediate interest), while View Through Rate tracks the actions of your viewers after seeing your video (delayed impact). The inclusion of VCR and VTR tracking is vital because the best video campaigns will yield immediate interest actions that lead to eventual business performance results.
Action Items
Track VCR and VTR metrics for an improved understanding of campaign performance
Ensure videos are engaging and relatively short to maximize VCR
Ensure conversion tracking is set up properly to measure VTR
Test, learn, and optimize based on the totality of the two metrics performance
Use benchmarks to set achievable goals
The best approaches in video advertising can measure performance in both video completion rate and view-through rate by creating videos that engage audiences and result in actions that really matter to the company. By using video advertising metrics properly, marketers will move beyond entertaining their audience with slick videos and develop campaigns that drive the bottom line.
