How is View Through Rate Calculated in Custom Reporting?

View through rate is a complex calculation based on quartile view through rates in comparison to the amount of impressions.

List of the different quartile events that are fired:

  • AD_START: The start of the video portion of an ad, meaning the video ad played at least between 0% and 25% of its length.
  • AD_FIRST_QUARTILE: The user has reached the first quartile of the video portion of an ad, meaning the video ad played at least between 25% and 50% of its length.
  • AD_MIDPOINT: The user has reached the midpoint of the video portion of an ad, meaning the video ad played at least between 50% and 75% of its length.
  • AD_THIRD_QUARTILE: The user has reached the third quartile of the video portion of an ad, meaning the video ad played at least between 75% and 100% of its length.
  • AD_COMPLETE: The user has reached the end of the video portion of an ad, meaning the video ad played to its completion.

Custom Reporting view through rate is calculated as:

(AD_COMPLETE + 0.75 * (AD_THIRD_QUARTILE - AD_COMPLETE) + 0.5 * (AD_MIDPOINT - AD_THIRD_QUARTILE) + 0.25 * (AD_FIRST_QUARTILE - AD_MIDPOINT)) / AD_START

Example:

  • Number of AD_START = 1000
  • Number of AD_FIRST_QUARTILE = 900
  • Number of AD_MIDPOINT = 800
  • Number of AD_THIRD_QUARTILE = 750
  • Number of AD_COMPLETE = 700

(700 + 0.75 * (750-700) + 0.5 * (800-750) + 0.25 * (900-800))/1000 = 0.7875 = 78.75%

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