What is Video Completion Rate (VCR)?

Understanding Video Completion Rate (VCR)

Video Completion Rate (VCR) measures the percentage of video impressions that play all the way to completion, reflecting both attention quality and creative fit for the format. High VCR comes from strong hooks that earn initial attention, clean pacing that maintains interest, and appropriate length that respects viewer patience. In catalog videos, quick angle changes, dynamic text overlays, and clear product presentation improve retention. VCR is a lagging indicator—it confirms whether viewers found value enough to watch through, but doesn't explain why they stayed or left.

Monitor VCR by placement and video length to diagnose performance issues and identify opportunities. Shorter videos (6-15 seconds) naturally achieve higher VCR than longer formats, so compare like-to-like when evaluating creative. Platform algorithms often reward high VCR with better reach and lower costs, creating a virtuous cycle for strong creative. Pair VCR with CTR and CVR to ensure completion translates into business outcomes—high VCR without conversions signals interest but not intent.

Why Video Completion Rate (VCR) matters

VCR matters because it measures sustained attention and signals creative quality to platform algorithms. High VCR often earns better delivery and lower costs, making it both a diagnostic and a lever for efficiency. Completion also correlates with better CTR and CVR when the creative matches audience intent.

• Delivery: Platforms reward videos people finish.
• Performance: Completion often correlates with better CTR/CVR.
• Efficiency: Strong VCR lowers costs through algorithm rewards.

How Video Completion Rate (VCR) works

VCR works by dividing completed views by total video impressions, giving you a percentage that shows how many viewers watched all the way through. Platforms typically define "completed" as 95-100% of video length to account for minor technical variance. Keep videos short (6-15 seconds) for ads to maximize VCR, and show the product immediately to hook viewers before they scroll. Front-load value so even partial views communicate the benefit. Use captions and assume muted playback to maintain comprehension without sound. Export native ratios (9:16 for vertical feeds, 1:1 or 4:5 for square feeds) to avoid letterboxing that reduces effective screen space and hurts retention. Compare VCR by placement and length to identify which environments and formats perform best, then allocate budget accordingly.