What is video completion rate (VCR)?
Video completion rate (VCR) is the share of video ad plays that reach the end of the ad. It is calculated by dividing completed views by the number of video ads that started, or by impressions on some platforms, and multiplying by 100. VCR shows how well a placement and a creative hold viewers to the final frame.
It is one of the core metrics for video and CTV campaigns, especially when the goal is awareness or full message delivery.
How is VCR calculated?
VCR = completed views / video starts x 100
For example, if 50,000 video ads start and 35,000 play to the end, the VCR is 35,000 / 50,000 x 100 = 70%.
Platforms track completions through VAST tracking events: start, first quartile, midpoint, third quartile and complete. Looking at the full quartile curve tells you where viewers drop off, not just whether they finished.
Check the denominator before comparing reports. Some platforms divide by starts and others by impressions, which can make the same campaign look different.
Why VCR matters
Message delivery: a high VCR means more people saw the full story, including the brand reveal and call to action at the end.
Placement quality: a low VCR can point to small players, autoplay in busy feeds or poor inventory.
Creative feedback: a sharp drop before the first quartile often means the opening is not working.
Cost efficiency: VCR directly drives CPCV. At the same CPM, a higher VCR means a lower cost per completed view.
Context matters. Non-skippable CTV and in-stream placements naturally complete more often than skippable or outstream units, and 6-second ads complete more easily than 30-second ones. Compare VCR within similar formats and lengths.
How to improve VCR
Hook early: put the brand and the key visual in the first few seconds.
Match length to placement: use shorter cuts for skippable and in-feed placements, longer ones for CTV.
Buy quality supply: favor larger players, in-stream placements and deals with publishers whose inventory completes well.
Exclude weak placements: review VCR by site or app and remove the ones that drag the average down.
VCR vs viewability
VCR tells you whether the video played to the end. Viewability tells you whether the ad was on screen: under MRC guidelines, at least 50% of the video player's pixels in view for two continuous seconds. A video can complete while scrolled out of view, and a viewable video can be abandoned after a few seconds. Many advertisers track viewable completions to capture both, and attention metrics add a further layer on top.
VCR with AdGeeks
On DV360, Amazon DSP and Adform, our traders track VCR by placement, format and creative, and shift budget to supply that keeps viewers watching. Reporting shows where viewers drop off so creative teams can see what to fix. Explore video options on our ad formats page or request access.
