ThruPlay is a Meta advertising metric that counts the number of times a video ad was watched to completion or for at least 15 seconds, whichever comes first. For videos shorter than 15 seconds, a ThruPlay is recorded when the entire video is viewed. This metric helps advertisers measure meaningful video engagement beyond simple view counts.
Key Concepts
- 15-Second Threshold: For videos 15 seconds or longer, a ThruPlay is counted when a viewer watches at least 15 seconds continuously. For shorter videos, the viewer must watch the entire clip
- Completion-Based Measurement: Unlike a standard "video view" (counted at 3 seconds), ThruPlay indicates that the viewer engaged with a significant portion of the content
- Cost Per ThruPlay: This derived metric divides total spend by the number of ThruPlays, revealing how much you pay for each meaningful video view. Lower cost per ThruPlay indicates more efficient video delivery
- Optimization Option: When running video campaigns, you can optimize for ThruPlay, telling Meta's algorithm to deliver your ad to people most likely to watch 15 seconds or more
- Autoplay Consideration: Facebook and Instagram autoplay videos in the feed, so a 3-second video view may occur passively. ThruPlay filters out these passive views, providing a more accurate engagement signal
Use Cases
ThruPlay is particularly valuable for Philippine real estate video advertising:
- Property Walkthroughs: Measure how many prospects watch your virtual property tours long enough to see key selling features like layouts, amenities, and surrounding areas
- Development Progress Videos: Track engagement on construction update videos for pre-selling projects, where viewers who watch 15 seconds or more are demonstrating genuine interest
- Location Highlight Reels: Evaluate whether lifestyle videos showcasing neighborhoods, schools, and commercial areas near a development hold viewer attention
- Video Creative Comparison: Compare ThruPlay rates across different video formats (drone footage vs. interior walkthrough vs. agent presentation) to determine which style resonates with your audience
Integration with iRealtee
ThruPlay data is available in iRealtee's campaign reporting dashboard as a toggleable column. When your campaign includes video media, ThruPlays and Cost per ThruPlay appear alongside standard metrics like impressions, reach, and clicks.
For campaigns featuring video property tours, monitoring ThruPlay alongside lead conversions helps determine whether video engagement correlates with inquiry volume. A high ThruPlay count with low leads may indicate that the video captures attention but the call-to-action or landing page needs improvement.
Related Terms
References
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