Meta Cost per Thruplay measures the average spend for each video watched to completion or for at least 15 seconds—the standard efficiency metric when optimizing for video completion campaigns.
Meta Cost per Thruplay = Meta Spend ÷ Meta Thruplay Views
| Metric | Definition |
|---|
| Meta Spend | Total amount spent on Meta ads |
| Meta Thruplay Views | Videos watched to completion or for at least 15 seconds |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Meta Ads |
| Aggregation | Ratio |
Example
Your video campaign spent $2,400 and generated 18,450 Thruplay views, giving you a Cost per Thruplay of $0.13.
| Ad Set | Spend | Thruplay Views | Cost/Thruplay |
|---|
| Product Demo | $1,200 | 8,200 | $0.15 |
| Brand Story | $850 | 6,750 | $0.13 |
| Quick Promo | $350 | 3,500 | $0.10 |
How It Works
Meta Cost per Thruplay divides your total ad spend by the number of Thruplay views. Meta counts a Thruplay when someone watches your video to completion or for at least 15 seconds. Lower costs indicate more efficient delivery and stronger creative resonance with your target audience.
When to Use
| Scenario | Action |
|---|
| Setting video campaign bids | Use as your target cost when optimizing for Thruplay |
| Comparing video creatives | Lower Cost/Thruplay indicates more engaging content |
| Evaluating audience targeting | Rising costs may signal audience saturation |
| Budget allocation | Shift spend toward ad sets with lower Cost/Thruplay |
| Metric | Relationship |
|---|
| Meta Thruplay Views | Denominator—total Thruplay views generated |
| Meta Spend | Numerator—total spend divided by Thruplay views |
| Meta Cost per Video View | Alternative metric—cost per 3-second view (lower threshold) |
| Meta Video Completions | Full completions only (stricter than Thruplay) |
