Media & Publishing / Video
Video View & Completion Rate VTR (aka view-through rate, view rate, VCR = video completion rate)
How many people "viewed" a video, and how many watched it to the end, both of which depend entirely on what counts as a view.
The fork, why two teams get different numbers
"View" has no single definition and the count swings accordingly.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: MRC Digital Video Viewable Ad Impression guidelines (reference); IAB video-measurement guidelines (reference)