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Language Foundation

VTR

VTR, or view-through rate, is the percentage of impressions of a video or video advertisement that result in a recorded view.

In plain English

It shows how often a shown video leads to an actual counted watch. It compares recorded views with the total number of times the video or video ad was shown.

In context

Here, VTR labels the metric showing what share of the video's or video advertisement's impressions became recorded views.

Situation
Reading creator, advertising, monetization, reach, eligibility, and payout dashboards
What it communicates
labels a video-viewing metric beside views and impressions.

Meaning limits

By itself, this term does not tell you the total number of impressions or recorded views, only the percentage relationship between them.

Examples

“The video ad received 5,000 impressions and 400 recorded views, giving it a VTR of 8%.”

Core meaning

“Among the two video ads, the shorter one had the higher VTR.”

In context

  • percentage Broader Term

    This sense is a percentage measure, not a raw total.

  • click-through rate Contrast

    Both are percentage measures based on impressions, but they track different outcomes.