View-through rate (VTR) generally measures how often an impression becomes a platform-defined video view; completion rate measures how often a video play reaches its end. The terms are not consistent across platforms, so a useful comparison must identify the platform’s event definition and denominator—not just the metric label.
What each metric measures
| Metric and example definition | Formula | What it tells you |
|---|---|---|
| Google Ads TrueView view rate | Views ÷ impressions | What share of impressions resulted in a view under the format’s criteria. |
| Completion rate, as reported by Google Ad Manager | Completed video plays ÷ the relevant denominator | What share of video plays reached the end. The denominator depends on the reporting definition. |
Google Ads says its TrueView view rate helps show the percentage of impressions that resulted in a view. Its formats do not all use the same criteria for what counts as an impression or a view. Google Ad Manager, by contrast, lists completion rate and view-through rate as separate metrics and defines a completion as a video played to the end. Google Ads Help; Google Ad Manager API.
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Why VTR can mean different things
Do not assume “VTR” has one industry-wide formula. Google Ads uses TrueView view rate for views divided by impressions. Microsoft Invest’s programmatic guaranteed buying documentation calls its video completion rate “VTR” or “VCR” and defines it as completed video creatives divided by video creative impressions. The shared acronym does not make these measures interchangeable.
Denominators also vary. Microsoft’s documented completion rate uses video creative impressions, and Apple News Ads defines completion rate as completions divided by total video impressions. Apple counts a video as complete when 100% has been viewed. Its quartile reporting is not cumulative. Check the platform’s definitions rather than inferring the formula from the label. Microsoft Invest documentation; Apple News Ads definitions.
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A relatively strong view rate alongside a weaker completion rate can mean that many impressions met the platform’s view criteria but fewer videos played to the end. That pattern is a clue, not a diagnosis: it does not by itself establish why viewers stopped.
Before drawing conclusions, check the video’s duration, placement, autoplay or click-to-play behavior, skip rules, audience, and whether the completion denominator is impressions, starts, or another event. Compare like with like: a rate tied to a particular view threshold or denominator should not be ranked directly against a differently defined rate.
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Check these details before comparing reports
- View event: What qualifies as a view on that platform and format? Is there a time or interaction threshold?
- Denominator: Is the rate calculated against impressions, starts, or another event?
- Completion event: Does completion mean the creative reached 100%?
- Delivery context: Are the format, placement, video length, skip rules, and autoplay behavior comparable?
- Reporting date: Did the platform change its definition or apply a new definition to historical data?
The date check matters in practice. LinkedIn says Campaign Manager completion-rate data from March 2025 onward uses completions divided by impressions, and that definition is applied to historical data. That change can affect how reports from different periods should be interpreted. LinkedIn Campaign Manager metrics.
Is there a useful VTR benchmark?
Google Ads Help gives an average TrueView view rate of about 10–15% for in-stream ads across industries, while noting that it can vary significantly. Treat that as a qualified reference for Google’s in-stream format—not as a universal VTR benchmark, a completion-rate target, or a basis for comparing unlike placements. Google Ads Help.
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