Video Completion Rate

Video completion rate measures the percentage of people who watched a video ad all the way to the end, out of everyone who started it.

Completion rate is most useful as a relative signal between your own creatives (which version holds attention longer) rather than as an absolute benchmark, since it's mechanically tied to video length — a 6-second bumper ad and a 90-second brand film aren't playing the same game.

A completion rate that drops off sharply at a specific timestamp across multiple creatives (say, everyone drops at the 8-second mark) usually points to a specific moment in the edit — a slow section, an unclear message, a jarring cut — worth investigating directly in the footage.