Meta Video 100% Views measures the number of times your video ads were watched to complete 100% of their duration.
Meta Video 100% Views = COUNT ( 100% Completion Views )
| Metric | Definition |
|---|
| 100% Completion Views | The raw count of video plays where viewers watched the entire video from start to finish |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
A sportswear brand runs a 30-second product video campaign across Meta platforms.
| Ad Creative | Total Plays | 100% Views | Completion Rate |
|---|
| Product Demo | 15,000 | 2,250 | 15% |
| Athlete Story | 12,500 | 3,750 | 30% |
| Quick Cuts | 20,000 | 1,800 | 9% |
How It Works
Meta counts a 100% view when a user watches your entire video from the first frame to the last. Unlike ThruPlay (15 seconds or completion), this metric requires full video consumption. It represents the highest intent signal for video creative performance.
When to Use
| Scenario | Action |
|---|
| Comparing creative performance | Identify which videos hold attention to completion |
| Measuring brand awareness impact | Complete views indicate strong message delivery |
| Optimizing video length | High completion rates on longer videos signal engaging content |
| Evaluating audience targeting | Low completion rates may indicate audience-content mismatch |
| Metric | Relationship |
|---|
| Meta Video 95% Views | Near-complete views—useful when 100% is too strict |
| Meta ThruPlay Views | Meta’s standard video metric (15s or completion) |
| Meta Video Views | 3-second views—top-of-funnel video engagement |
