VTR and VCR are the most common metrics to understand the effectiveness of a video campaign. Understanding these two metrics helps you to track the video campaign performance and optimize.
What is VTR?
VTR stands for “View Through Rate”. It will tell how frequently your video is watched by the user’s.
Below are the common metrics used in video campaigns,
VTR (View Through Rate)
25% Completion Rate
50% Completion Rate
75% Completion Rate
Completion Rate
VTR is the percentage of users who clicked and started to view the video advertisement. Even if they are viewed for a second it will be counted under VTR.
VTR % = Total Video Views/Total Impressions *100
For example, your video campaign served 100000 impressions and 50000 users started to watch the video ads.
VTR % = 50000/100000 * 100
So, the VTR is 50%.
Based on this value you can start optimizing the campaign in order to receive more VTR.
What is VCR?
VCR stands for Video Completion Rate. It’s a percentage of users who watched your video ads completely. Marketers measure the video campaigns success based on the VCR percentage.
Below is the formula for calculating VCR.
VCR % = Complete Views / Total Impressions *100
For example, your campaign has served 100000 impressions and 75000 users viewed the video ads completely.
VCR % = 75000 / 100000 * 100
VCR % = 75%
So, this campaign’s completion rate is 75%.
Conclusion
VTR and VCR are the unique measurements to understand the effectiveness of a video advertising campaign. VTR helps to understand how many users actually started to watch your video ad and VCR helps to understand how many users actually fully watched your ad.
Other than that 25% complete, 50% complete, 75% complete metrics also available to track the video campaign performance.
