Video Completion Rate
Video completion rate (VCR) is the percentage of video ad views watched to the end, measuring how well the full creative holds viewer attention.
Definition
Video completion rate measures the share of video ad plays watched to 100% (or a defined threshold like 75%). It's the full-funnel attention metric for video creative, where thumb stop rate and hook rate measure early retention, VCR measures whether the entire message was received.
VCR is highly sensitive to video length. A 6-second bumper ad will naturally achieve much higher VCR than a 30-second narrative ad. Cross-format comparisons require length normalization. Most platforms also report intermediate completion rates at 25%, 50%, and 75% of video duration, which help pinpoint where viewers drop off in longer formats.
On TikTok, VCR (reported as 'watched full video') carries particular weight because the algorithm uses completion signals to determine content quality and distribution. Higher VCR videos get broader organic-style amplification even in paid campaigns.
Why it matters
High VCR means your message was fully delivered, your product benefit, offer, and CTA all landed. Low VCR on a conversion-focused ad often means the CTA is never seen, which mechanically suppresses conversion rate regardless of creative quality at the top of the funnel. VCR also signals to platform algorithms that your content is high quality, which can lower your effective CPM over time.
Formula
VCR = (Completed Views ÷ Total Video Plays) × 100
Example
In practice
A 15-second mobile game ad achieves 62% VCR on TikTok, meaning over half the viewers watch the full gameplay reveal and CTA, strong enough to push the algorithm toward broader distribution.
Frequently asked questions
What is a good video completion rate for mobile ads?
For 15-second ads, 50–70% VCR is considered strong on Meta and TikTok. For 30-second ads, 30–45% is typical. Rates drop significantly as length increases, so always compare within the same length category.
Does video completion rate affect ad delivery?
Yes, particularly on TikTok. The platform's algorithm treats high completion rates as a quality signal and rewards those videos with lower CPMs and broader reach. On Meta, VCR influences relevance scores indirectly.
Track VCR across ad networks
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