What is view-through rate (VTR)?

View-through rate (VTR) is the percentage of ad impressions that result in a completed view of a video ad. It is a standard measure of video ad engagement and is also referred to as video VTR or ad viewer rate.

View-through rate is calculated by dividing the number of completed views by the number of impressions. 

View-through rate shows how effectively a video ad maintains attention over its duration. It helps teams understand whether viewers remain engaged long enough to absorb the ad’s content.

VTR also provides early insight into creative performance. Lower VTR can signal that the opening or pacing of the ad is not resonating with viewers, while higher VTR suggests that the content is keeping their interest. These signals help teams identify where creative adjustments may be needed.

VTR is especially important across video-driven channels such as in-app video, social feeds, YouTube, connected TV (CTV), and rewarded ads. In these environments, impressions alone do not indicate whether users engaged with the ad, making VTR essential for understanding viewing behavior.

There is no universal benchmark for view-through rate. Results vary across formats, placements, audiences, and campaign objectives. Skippable or scrollable environments generally produce lower VTRs, while formats such as rewarded video or CTV tend to show higher viewing consistency.

Because performance differs by platform, a “good” VTR should be evaluated in relation to the specific placement and campaign goal. Trend patterns over time offer a clearer view of performance than a single value. VTR represents viewing behavior only, so it should be assessed alongside additional metrics when evaluating overall campaign effectiveness.

These advertising metrics sound similar but measure different aspects of video ad performance:

Several factors affect view-through rate, shaping how likely viewers are to continue watching a video ad.

Creative length plays a significant role. Shorter ads are more likely to maintain attention, while longer ads increase the chance of early exit. The first few seconds are especially important as weak openings or unclear pacing often lead viewers to skip or scroll away.

Audience relevance also affects VTR. Ads shown to viewers with limited interest in the topic tend to produce lower completion, while ads aligned with user intent or preferences retain attention more effectively. Placement has a similar impact. 

Platform behavior and device context further shape performance. Skippable in-stream placements differ from out-stream placements that autoplay in feeds, where users may scroll past before the ad completes. CTV environments often show higher VTR because ads run in full, while mobile and desktop environments introduce more ways for viewers to disengage.

Several actions can help increase view-through rate:

• Strengthen the opening seconds: Clear visuals and focused pacing at the start reduce early skips or scrolls.
• Use shorter creatives: Concise videos reduce the chance of early exit and maintain attention more consistently.
• Place branding and key messages earlier: Early placement ensures essential information is seen even when viewers do not watch the full ad.
• Adjust CTA timing: Positioning the CTA before expected drop-off helps ensure it is viewed.
• Test creative variations: Iterating elements such as length, structure, and visuals helps identify versions that lead to higher completion.
• Refine audience targeting: Showing ads to relevant audiences improves retention, while misaligned targeting typically lowers completion.
• Choose placements carefully: Consider how the viewing environment influences attention. Placements that reduce opportunities for early exit tend to support stronger VTR than those where viewers can quickly move on.
• Account for device context: Viewing behavior differs across mobile, desktop, and CTV, with CTV often yielding higher completion due to uninterrupted playback.

View-through rate behaves differently across ad formats because each format gives viewers varying levels of control over whether they continue watching. Understanding these differences helps app marketers interpret VTR in context.

In-stream video ads

In-stream ads appear before, during, or after video content. Skippable placements show how many viewers chose to continue watching, making VTR a direct reflection of the ad’s ability to hold attention. Non-skippable placements typically produce higher completion and should be evaluated with format constraints in mind.

Out-stream and in-feed autoplay

Out-stream and in-feed autoplay ads begin playing as users scroll. Many viewers move past these ads quickly, which leads to lower VTR. In these environments, early visual clarity is important because viewers may not stay long enough to watch the full video.

Rewarded video ads

Rewarded ads are opt-in formats where users choose to watch in exchange for an in-app reward. Because viewers have an incentive to finish the ad, VTR is typically very high. Any unexpected drop in completion in this format can indicate issues with the creative or user experience.

CTV and OTT ads

CTV and over-the-top (OTT) ads usually run in non-skippable environments on TV screens. As a result, VTR often approaches full completion. Since these ads are generally not clickable, VTR is paired with view-through attribution (VTA) to understand how exposures contribute to actions taken on other devices.

Programmatic video campaigns

Programmatic campaigns run across many publishers and placements, making VTR useful for identifying where ads retain viewers. Higher VTR can indicate stronger contextual alignment, while lower VTR may signal placement or audience mismatch. These insights help guide optimization across inventory sources.

View-through rate itself is calculated by ad delivery platforms and requires impression and view data. Adjust receives impression engagement data when impression tracking and view-through attribution are configured. Using this data, Adjust attributes installs to impressions (in addition to clicks) within defined attribution windows, connecting viewed impressions to downstream conversions and enabling comparison between click-attributed and impression-attributed installs in reporting.

In environments like CTV, where ads can’t be clicked, VTA helps link viewed exposures to installs or engagement events via cross-device attribution.

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