> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Meta Cost per Video Play: Average Spend per Video Initiation

> Track cost per video play for Meta ads. Measure average spend per video play initiation, including auto-plays, to optimize video ad efficiency.

<Tip>
  Meta Cost per Video Play measures the average spend per video play initiation on your Meta ads, including auto-plays.
</Tip>

## Formula

<Info>
  **Meta Cost per Video Play** = **Meta Spend** ÷ **Meta Video Plays**
</Info>

### Formula Components

| Metric                                                                                  | Definition                                                       |
| --------------------------------------------------------------------------------------- | ---------------------------------------------------------------- |
| [**Meta Spend**](/reference/metrics/advertising/meta/meta-spend/meta-spend)             | Total amount spent on Meta advertising campaigns                 |
| [**Meta Video Plays**](/reference/metrics/advertising/meta/meta-video/meta-video-plays) | Number of times your video started playing, including auto-plays |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Currency                          |
| **Data Source** | [Meta Ads](/sources/facebook-ads) |
| **Aggregation** | Ratio                             |

***

## Example

Your video campaign spent **\$2,500** and generated **50,000 video plays**.

| Metric                       | Value      | Calculation           |
| ---------------------------- | ---------- | --------------------- |
| Meta Spend                   | \$2,500    | Total campaign spend  |
| Meta Video Plays             | 50,000     | All video initiations |
| **Meta Cost per Video Play** | **\$0.05** | \$2,500 ÷ 50,000      |

***

## How It Works

Meta Cost per Video Play divides your total ad spend by the number of video play initiations. This includes both user-initiated plays and auto-plays that occur when videos appear in feed. The metric helps you understand the efficiency of your video content at capturing initial attention.

***

## When to Use

| Scenario                                | Action                                                         |
| --------------------------------------- | -------------------------------------------------------------- |
| Comparing video creative efficiency     | Lower cost per play indicates more efficient attention capture |
| Budget allocation for video campaigns   | Identify which videos deliver plays most cost-effectively      |
| Benchmarking against industry standards | Track cost per play trends over time                           |
| Optimizing video ad formats             | Compare in-feed vs. Stories vs. Reels cost efficiency          |

***

## Related Metrics

| Metric                                                                                              | Relationship                                     |
| --------------------------------------------------------------------------------------------------- | ------------------------------------------------ |
| [Meta Video Plays](/reference/metrics/advertising/meta/meta-video/meta-video-plays)                 | Denominator — total video play initiations       |
| [Meta Spend](/reference/metrics/advertising/meta/meta-spend/meta-spend)                             | Numerator — total advertising spend              |
| [Meta Cost per Video View](/reference/metrics/advertising/meta/meta-video/meta-cost-per-video-view) | Similar metric measuring cost per qualified view |

[See all Meta Video metrics →](/reference/metrics/advertising/meta/meta-video)