What is View-through rate (VTR)?

View-through rate (VTR) - a metric that measures the percentage of users who watch an entire advertisement or part of an advertisement without clicking on it. In other words, VTR counts the number of people who saw your ad and didn't click on it but still completed some portion of it. This metric is used to measure brand awareness and consumer engagement.

VTR has become increasingly important in the world of digital advertising as more companies focus on building their brand through video content. By understanding how many people are watching their ads, advertisers can optimize their campaigns for better results.

The formula for calculating VTR is simple: total number of views divided by total number of impressions multiplied by 100%.