What is viewability?
Viewability is the percentage of measured ad impressions that met a standard for being visible on screen. To find it, divide viewable impressions by measured impressions, then multiply by 100.
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How to calculate Viewability
Divide viewable impressions by measured impressions, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
What counts as viewable
Industry bodies set standards for what makes an impression viewable. They combine how much of the ad must appear on screen with how long it must stay there, and the numbers differ for display and video formats.
Because standards vary, check which one your platform and measurement vendor use.
Why viewability matters
An impression that nobody could see has little chance of working, yet it can still be charged for. Tracking viewability helps you spot placements that waste budget.
It is a measure of opportunity, not attention. A viewable ad can still be ignored.
Improving viewability
Choose placements higher on the page or with better layouts, pick formats that suit the space, and block sites with poor viewability. Platforms and vendors offer reports that show where it is weakest.
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
How do you calculate viewability?
Divide viewable impressions by measured impressions and multiply by 100. For example, 70,000 viewable out of 100,000 measured is a 70% viewability rate.
Why use measured impressions instead of all impressions?
Not every impression can be measured for viewability, because of technical limits. Using measured impressions keeps the rate fair.
What is a good viewability rate?
It depends on the format and placement. Compare your results with your own past campaigns and with the targets agreed with your partners.
Does viewability mean someone saw my ad?
No. It means the ad met a visibility standard, so a person had the chance to see it. It doesn't confirm attention.
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