Jan 6, 2026
ThruPlay
TP
Meta's video view metric counting plays to completion or at least 15 seconds for longer videos. 97% of video length counts as completion for shorter videos.
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Formula:
Completions or 15+ seconds watched
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Benchmarks
ThruPlay rate varies by video length and placement. Stories typically lower than Feed. Cost per ThruPlay is efficiency metric.
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Why It Matters
ThruPlay measures actual video consumption, not just impressions. If ThruPlay rate is low, your hook (first 3 seconds) isn't working. Test different openings before changing the full video. Most drop-offs happen in first 3-5 seconds.
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