VCR: Video Completion Rate
The percentage of video ad viewers who watched the video to completion (or to the 95% mark).
Formula
Why it matters
VCR indicates whether your video creative holds attention. A high VCR signals compelling content; a low VCR suggests the first 3 seconds fail to hook the viewer — the most common creative issue in video campaigns.
How to improve VCR
Open with a strong visual or statement in the first 3 seconds, keep product stories concise (15–30 seconds), and include captions since most video is watched with sound off.
Meta video ads: 25–40% is strong. YouTube skippable: 30–50%. TikTok: 30–50%.
Prooflytics tracks VCR automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
What does video completion rate tell you?
VCR tells you whether your video holds attention after the first few seconds. A high VCR (above 35%) means viewers are engaged with the content. A low VCR (under 15%) usually means the hook in the first 3 seconds is weak.