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Viewability Rate Calculator
What is viewability rate?
Viewability rate is the percentage of ads that are visible to users for a minimum amount of time out of the total impressions that are served. This metric can help you determine if your ads are actually being seen by users instead of just being served, i.e., delivered to a webpage.
Relevant channels: Digital advertising platforms, social media, and video platforms.
How to use this viewability rate calculator
To calculate the viewability rate, enter the total number of served ad impressions and viewable impressions. The criteria for viewability will depend on your ad platform. The tool will instantly calculate the viewability rate, helping you assess the visibility of your ads.
Viewability rate formula
Viewability Rate (%) = (Viewable Impressions /Total Served Impressions) × 100
Understanding the viewability rate result
The ideal viewability rate will change depending on your industry. However, a viewability rate of around 70% or higher is desirable.
- A high viewability rate indicates that a large proportion of your ads are visible to users, which can lead to better engagement and higher return on investment (ROI).
- A low viewability rate suggests that users are not seeing many ads, highlighting the need to improve ad placements or optimize your ad dimensions and content.
When to calculate viewability rate
Here are some key situations where you should calculate your viewability rate:
- After each digital advertising campaign to measure its effectiveness
- During regular performance reviews to track trends in ad visibility
- When negotiating ad placements or evaluating publisher performance
- To compare the performance of different ad formats, creatives, or placements
How to calculate Viewability rate with example
Let’s say that you have 10,000 served ad impressions, and 6,000 of them were viewable. You can calculate your viewability rate as follows:
Viewability Rate (%) = (Viewable Impressions /Total Served Impressions) × 100
Viewability Rate = (6,000/10,000) × 100 = 60%
In this example, your viewability rate is 60%, meaning 60% of your ads met the visibility criteria.
How to improve your viewability rate
- Place ads in positions that are more likely to be seen
- Use responsive ad formats that adjust to different screen sizes
- Optimize ad creative for faster loading times
- Monitor and adjust underperforming placements
- Collaborate with publishers to ensure quality placements
- Utilize viewability tracking tools to gain insights
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