What is Completion Rate?
Completion Rate is a metric that measures the percentage of viewers who start watching a video and actually finish watching it. It is a vital metric for understanding the effectiveness and efficiency of your ad campaign. By closely monitoring this metric, you can make data-driven decisions to optimize your campaign performance.
The formula for Completion Rate:
Completion Rate = (100% video views / 3 second video views) * 100
How is Completion Rate used by e-commerce businesses?
Completion Rate is commonly used by e-commerce businesses to evaluate the overall engagement and success of their video advertisements. By tracking how many viewers watch a video until the end, businesses can assess the effectiveness of their message and creative. This metric helps identify any shortcomings or areas for improvement in their ad campaigns.
What is a good result for Completion Rate?
A higher Completion Rate indicates that a larger proportion of viewers are engaged and interested in the content of the video. Ideally, you would want a Completion Rate as close to 100% as possible, as this would mean that nearly all viewers are watching the video until the end.
For example, if your Completion Rate is 80%, it means that 80% of viewers are watching the video in its entirety, while 20% are dropping off before it finishes.
What is a common mistake when analyzing Completion Rate?
A common mistake when analyzing Completion Rate is solely focusing on the percentage without considering the context. It’s important to remember that not all videos may have the same objectives or target audience.
For instance, if you have a tutorial video that is meant to be watched till the end, a low Completion Rate could indicate that the video is not engaging enough or that the content is too complex. On the other hand, if you have a promotional video where the key message is conveyed in the first few seconds, a higher Completion Rate may indicate that viewers are responding well to the ad.
It’s crucial to analyze the Completion Rate in conjunction with other relevant metrics to gain a comprehensive understanding of the video’s performance and its impact on your overall marketing efforts.