ThruPlay is a standard Meta video metric. It counts a view once the video has played for 15 seconds, or to completion for videos under 15 seconds. You can also optimize video campaigns for ThruPlays.
How it's used
- Hold rate: ThruPlays ÷ impressions. See hold rate.
- Cost per ThruPlay: spend ÷ ThruPlays. Useful for awareness campaigns, less so for sales.
Why it can mislead
Because a short video only has to play to the end, a 10-second ad earns ThruPlays more easily than a 40-second ad. Compare ThruPlay numbers between videos of similar length. In our data, the typical viewer watched about 3 to 5 seconds no matter how long the ad was (video length data).
