Boardroom Definition
Video Completion Rate (VCR) is a performance metric that measures the stickiness of video advertising. It calculates the proportion of users who watch a video ad in its entirety, from the first frame to the final second. While metrics like Click-Through Rate (CTR) measure immediate action, VCR measures attention and narrative consumption. It is the defining Key Performance Indicator (KPI) for awareness and branding campaigns where the objective is storytelling rather than immediate conversion.
Advanced Math and Science Application
VCR is calculated as a direct percentage of the total impressions served.
The Formula: VCR = (Completed Views / Total Impressions) * 100
The Cost of Completion: To determine the financial efficiency of retaining a user, media buyers calculate the Cost Per Completed View (CPCV). This formula isolates the cost of only those users who watched the full message.
CPCV = Total Cost / Completed Views
The Quartile Decay: VCR is rarely analyzed as a single number; it is analyzed as a decay curve across quartiles (25%, 50%, 75%, 100%). Drop-Off Rate = (Views at Previous Quartile - Views at Current Quartile) / Views at Previous Quartile
High drop-off at the 25% mark usually indicates a weak creative "hook," while drop-off at 75% often indicates the video is simply too long.
The Real Scoop
Its important to remember that VCR is context-dependent. Meaning: a 90% VCR is not always good. In many cases Non-Skippable inventory artificially inflates VCR. If you buy a 15-second non-skippable slot on YouTube, your VCR will likely be 90%+. This does not mean users loved the ad; it means they were held hostage. True creative power is measured by Skippable VCR. If a user can skip after 5 seconds but chooses to watch until the end, that is a genuine signal of brand affinity.
Furthermore, VCR on social media platforms (TikTok, Reels) is naturally lower (often <5%) because the user behavior is rapid scrolling. Comparing a TikTok VCR to a Connected TV (CTV) VCR is a mathematical fallacy; they are different engagement modes.
Watch Outs
- The Muted Completion: Many platforms count a video as playing even if the sound is off. A user might "watch" 100% of your video while scrolling comments, never hearing a word of your value proposition.
- Buffering Abandonment: VCR is heavily impacted by technical latency. If your video file is too heavy (high bitrate), it will buffer on mobile data connections, causing users to abandon the stream. This looks like creative failure in the report, but it is actually more of a technical failure.
- The Length Trap: VCR is inversely correlated with asset length. A 6-second bumper ad will always have a higher VCR than a 30-second spot. Do not penalize your long-form storytelling creatives just because their raw VCR is lower; judge them on a metrics such as "Total Time Spent" instead.
