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.
Book a demoFrequently 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.