What is VTR?
VTR, or view-through rate, is the percentage of video ad impressions that resulted in a counted view. To find it, divide views by impressions, then multiply by 100.
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How to calculate VTR
Divide views by impressions, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why VTR matters
VTR shows how well a video earns attention. On platforms where viewers can skip, it indicates how many chose to keep watching instead of leaving early.
A low VTR can point to a weak opening, poor targeting, or a creative that doesn't match the audience.
Defining a view
A view means different things on different platforms. Some count it after a set number of seconds, or when someone interacts, and others use their own rules.
VTR from different platforms is not directly comparable. Check each definition before comparing them.
VTR compared with VCR
VTR looks at how many impressions became views. VCR looks at how many started views reached the end. Use VTR for the early hook and VCR for how well the whole video holds attention.
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 VTR stand for?
VTR stands for view-through rate. In video advertising it is the share of impressions that led to a counted view.
How do you calculate VTR?
Divide views by impressions and multiply by 100. For example, 20,000 views from 100,000 impressions is a 20% VTR.
Is VTR the same as CTR?
No. CTR counts clicks per impression, and VTR counts counted views per impression.
What is the difference between VTR and a view-through conversion?
VTR measures how often impressions become video views. A view-through conversion is a conversion that follows an ad view without a click.
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