The number of videos watched to completion or for at least 15 seconds—Meta’s recommended metric for video campaign optimization.
Meta Thruplay = COUNT ( Thruplay Views )
| Metric | Definition |
|---|
| Thruplay Views | Individual video views counted when a viewer watches your video to completion or for at least 15 seconds, whichever comes first |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
Your video ad campaign achieved 8,250 Thruplay views last week across three creative variants.
| Video Creative | Thruplay Views | Video Length |
|---|
| Product Demo | 3,840 | 45 seconds |
| Customer Story | 2,910 | 28 seconds |
| Quick Promo | 1,500 | 12 seconds |
How It Works
Meta counts a Thruplay when a viewer watches your entire video or at least 15 continuous seconds, whichever comes first. For videos shorter than 15 seconds, the user must complete the full video. This metric provides a more meaningful engagement signal than standard 3-second video views.
When to Use
| Scenario | Action |
|---|
| Optimizing video campaigns | Use Thruplay as your primary optimization event for awareness objectives |
| Comparing video creatives | Identify which videos hold viewer attention longest |
| Calculating cost efficiency | Pair with Meta Cost per Thruplay to evaluate engaged view cost |
| Benchmarking engagement | Compare Thruplay against Meta Video Views 100% for full completion |
| Metric | Relationship |
|---|
| Meta Thruplay Views | Same metric with alternate name |
| Meta Cost per Thruplay | Ad Spend ÷ Thruplay Views—efficiency metric for video spend |
| Meta Video Views 100% | Views where the entire video was watched—stricter completion metric |
| Meta Video Views 15 Sec | Views reaching 15 seconds—component of Thruplay for longer videos |
