Meta Thruplay Views counts video views that were either watched to completion or for at least 15 seconds—Meta’s recommended metric for video campaign optimization.
Meta Thruplay Views = 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 12,450 Thruplay Views last month across three creative variants.
| Video Creative | Thruplay Views | Completion Rate |
|---|
| Product Demo (45s) | 5,230 | 42% |
| Customer Story (30s) | 4,120 | 55% |
| Brand Intro (15s) | 3,100 | 78% |
How It Works
Meta counts a Thruplay View when a user watches your video ad to completion OR for at least 15 seconds, whichever occurs first. For videos shorter than 15 seconds, the user must watch the entire video. This metric provides a more meaningful engagement signal than standard video views.
When to Use
| Scenario | Action |
|---|
| Optimizing video campaigns | Use Thruplay as your primary optimization event for video-focused objectives |
| Comparing video creatives | Identify which videos hold viewer attention longest |
| Calculating cost efficiency | Pair with Meta Thruplay Cost to evaluate cost per engaged view |
| Benchmarking engagement | Compare Thruplay rate against Meta 100% Watched for full completion insights |
| Metric | Relationship |
|---|
| Meta Thruplay Cost | Cost per Thruplay View—efficiency metric for video spend |
| Meta 100% Watched | Views where the entire video was watched—stricter completion metric |
| Meta 15 Second Views | Views reaching 15 seconds—component of Thruplay for longer videos |
