Video Completion Rate (VCR)

The percentage of video ad impressions that played all the way to the end.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Video completion rate (VCR) is the percentage of video ad impressions that play all the way to the end. It is calculated as completed views divided by video starts or impressions. VCR indicates creative engagement and placement quality, and it is a common buying and optimization metric in CTV, online video and pre-roll campaigns.