Understand ThruPlay (15 seconds or completion). Low rate = weak hook. Optimize first 3 seconds.
By The Ad Spend
Meta's video view metric counting plays to completion or at least 15 seconds for longer videos. 97% of video length counts as completion for shorter videos.
Formula
Completions or 15+ seconds watched
Benchmark range
ThruPlay rate varies by video length and placement. Stories typically lower than Feed. Cost per ThruPlay is efficiency metric.
Why it matters
ThruPlay measures actual video consumption, not just impressions. If ThruPlay rate is low, your hook (first 3 seconds) isn't working. Test different openings before changing the full video. Most drop-offs happen in first 3-5 seconds.
