What is VCR?
VCR, or video completion rate, is the percentage of video ad views that were watched to the end. To find it, divide completed views by video starts, then multiply by 100.
Last reviewed .
How to calculate VCR
Divide completed views by video starts, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why VCR matters
VCR shows whether your video held attention long enough to deliver its message. A low VCR can point to a weak opening, a video that runs too long, or an audience that is a poor fit.
It's a key measure for connected TV and online video, where advertisers want people to see the whole message.
Reading VCR with context
Completion rates depend on ad length, whether viewers can skip, and the platform. Non-skippable ads tend to show higher completion than skippable ones, so only compare like with like.
Some sources define the denominator differently, using impressions instead of starts. Check how your platform calculates it.
Improving VCR
Lead with the most interesting part, keep the length proportionate to the message, and test shorter cuts. Match the video to the audience and placement.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
What does VCR stand for?
VCR stands for video completion rate. It is the share of video views that reached the end of the ad.
How do you calculate VCR?
Divide completed views by video starts and multiply by 100. For example, 7,500 completions from 10,000 starts is a 75% VCR.
What is the difference between VCR and VTR?
VCR measures the share who watched to the end. VTR, or view-through rate, measures the share of impressions that became a counted view.
What is a good VCR?
It depends on the platform, ad length, and whether viewers can skip. Compare your VCR with your own past video campaigns in the same format.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.