View through rate (VTR)
There are many metrics for measuring the accuracy of your online content. One of them is View through rate (VTR). You can measure view through rate on both organic content and ads. It is especially widely used to measure organic video content on social media.
What is view through rate?
View through rate is the proportion of those who view your content who look through the whole thing. View through rate is usually measured when analyzing video content, e.g. on Instagram, TikTok or Youtube.
When it comes to organic content, a higher view through rate will often signal to the algorithm that this is good content, and the content will be shown to more people in the same target group. What is considered a good view through rate varies between industries, platforms and types of videos. The best basis for analysis is to compare with your own industry or previous content you have published yourself.
How to calculate view through rate
The formula for calculating the view through rate is quite simple:
(Number who have watched through the entire video / number of times users were exposed to the video) x100 = VTR.
Since VTR is measured as a percentage, you need to multiply by 100 at the end.
Frequently asked questions
What is view through rate?
View through rate is a measurement parameter that tells us how large a proportion of those exposed to content have looked through the entire content. It is often used for online video content. The aim of view through rate is to find out how many people find the content relevant.
How do you calculate the view through rate?
You calculate the view through rate by taking the number of people who have watched the entire video and dividing it by the number of times users have been exposed to the video. To get the percentage, which VTR is usually shown in, you also need to multiply your result by 100.
