Understanding ThruPlay

ThruPlay is a video metric used primarily in advertising platforms like Facebook. It measures the number of times your video ad was played to completion, or for at least 15 seconds, whichever comes first. If your video is shorter than 15 seconds, ThruPlay counts when the video is played to 100% of its length.

Why is ThruPlay Important?

ThruPlay is a valuable metric because it indicates a higher level of engagement compared to shorter video views. It suggests that viewers are genuinely interested in your content, making it a strong indicator of ad effectiveness and audience retention. Optimizing for ThruPlay can lead to more impactful video campaigns.

Example Calculation of Cost Per ThruPlay

The Cost Per ThruPlay is calculated by dividing the total amount spent on your video ad campaign by the total number of ThruPlays achieved.

Formula:

Cost Per ThruPlay = Total Ad Spend / Total ThruPlays

Example:

• If you spent $500 on a video ad campaign
• And your campaign generated 2,500 ThruPlays

Your Cost Per ThruPlay would be $500 / 2,500 = $0.20