VTR Calculator

VTR formula

VTR (%) = (Number of Completed Views/Number of Impressions​) × 100

Understanding the VTR result

The ideal VTR will depend on various factors such as your goals, target audience, and niche. In general,

• A high VTR indicates that your video ad is engaging viewers effectively, with a significant number of them watching the ad to completion or a specific point.
• A low VTR suggests that your video may not be capturing attention or engaging your audience sufficiently. This may indicate that you need to adjust content, targeting, or placement.

When to calculate VTR

VTR should be calculated regularly to evaluate the performance of your video campaigns and identify opportunities for optimization. You should calculate your VTR in the following key scenarios:

• After launching a new video ad campaign to measure its effectiveness
• To compare the performance of different video ads or creatives
• While conducting A/B testing to determine which video content resonates more with your audience
• To optimize video content for different platforms or audience segments
• As part of a broader analysis to assess brand engagement and awareness

How to calculate VTR with example

Imagine that your video ad received 500,000 impressions, and 200,000 of those resulted in completed views. You can calculate VTR as follows:

VTR (%)=(Number of Completed Views/Number of Impressions​)×100

VTR = (200,000/500,000) × 100 = 40%

In this example, your VTR is 40%. This indicates that 40% of viewers watched your ad to completion or a designated point.

How to improve your VTR

You can improve your VTR by using the following strategies:

• Create compelling content that captures your audience’s attention
• Optimize your videos for mobile viewing
• Use engaging thumbnails and titles
• Experiment with the ideal video length by conducting A/B testing
• Incorporate interactive features such as polls, quizzes, or CTAs to boost customer engagement
• Use captions and subtitles for better accessibility
• Improve your ad placement strategy
• Continuously monitor and analyze your performance data

How to use the VTR calculator

To calculate VTR, enter the total number of completed views and the number of impressions that your video ad has received. The calculator will automatically calculate your VTR, allowing you to make data-driven decisions about your ad campaign.