Metrics & KPIs
What is ThruPlay?
ThruPlay is Meta's video-view metric and optimisation option that counts a view when someone watches your video to completion, or for at least 15 seconds if it's longer than 15 seconds. On Meta it's the standard way to measure and optimise for people who actually watched your ad, rather than the near-meaningless 3-second view.
Example
A 30-second video ad gets 10,000 impressions. 1,200 people watch at least 15 seconds → 1,200 ThruPlays. A shorter 10-second ad only counts a ThruPlay when someone watches the full 10 seconds. Optimising an awareness campaign for ThruPlays tells Meta to find people likely to genuinely watch, not just scroll past after a second.
Why it matters
A 3-second view barely proves anyone paid attention, so ThruPlay is the more honest read on whether your video held viewers — which matters for awareness, video-view and top-of-funnel campaigns. It also feeds video engagement custom audiences: people who ThruPlayed are a warmer retargeting pool than 3-second viewers, because they actually consumed your message.
How to use and improve it
Choose ThruPlay optimisation for video awareness and engagement campaigns where watch-through matters, and treat the ThruPlay rate (ThruPlays ÷ impressions) as a creative-quality signal alongside hook retention. Front-load your message in the first few seconds so viewers reach the 15-second mark, and build retargeting audiences from ThruPlay viewers rather than 3-second ones for higher-intent warm pools.
Frequently asked questions
What counts as a ThruPlay?
A ThruPlay is counted when someone watches your video to completion, or for at least 15 seconds if the video is longer than 15 seconds. It's Meta's measure of a meaningful video view rather than a fleeting glance.
What's the difference between ThruPlay and a 3-second video view?
A 3-second view counts almost anyone who paused briefly; a ThruPlay requires 15 seconds or full completion. ThruPlay is a far stronger signal that the viewer actually engaged with your content.
Should I optimise for ThruPlay or 2-second continuous views?
For genuine watch-through and warmer retargeting audiences, ThruPlay is usually the better choice. 2-second continuous views maximise cheap reach but attract low-attention viewers. Match the option to whether you value depth or breadth.
Can I build a retargeting audience from ThruPlay viewers?
Yes. Video engagement custom audiences let you target people who ThruPlayed your video. Because they watched meaningfully, they typically make a higher-intent warm audience than 3-second viewers.
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