ThruPlay counts a video view when a person watches it to completion, or for at least 15 seconds if the video is longer. Cost Per ThruPlay is spend divided by that count, and it's the primary metric for video-view campaigns aimed at building engaged audiences or brand awareness rather than immediate conversions.
It's most useful in top-of-funnel testing to see which video concept holds attention all the way through, and is frequently paired with hook rate: a video can have a great hook rate but a poor ThruPlay rate if it loses viewers in the middle, indicating the message drags.
We don't talk. We solve.
Private Meta infrastructure for buyers spending $100,000+ a month. Unlimited accounts, our cards, a 24/7 operator line.