Meta Cost per Thruplay: Video View Efficiency

Track Meta Cost per Thruplay to measure video campaign efficiency. The standard metric for optimizing video completion campaigns on Meta.

Meta Cost per Thruplay measures the average spend for each video watched to completion or for at least 15 seconds—the standard efficiency metric when optimizing for video completion campaigns.

Formula

Meta Cost per Thruplay = Meta Spend ÷ Meta Thruplay Views

Formula Components

Metric	Definition
Meta Spend	Total amount spent on Meta ads
Meta Thruplay Views	Videos watched to completion or for at least 15 seconds

Metadata
Type	Currency
Data Source	Meta Ads
Aggregation	Ratio

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Example

Your video campaign spent $2,400 and generated 18,450 Thruplay views, giving you a Cost per Thruplay of $0.13.

Ad Set	Spend	Thruplay Views	Cost/Thruplay
Product Demo	$1,200	8,200	$0.15
Brand Story	$850	6,750	$0.13
Quick Promo	$350	3,500	$0.10

The Quick Promo achieves the lowest cost because shorter videos reach the Thruplay threshold faster.

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How It Works

Meta Cost per Thruplay divides your total ad spend by the number of Thruplay views. Meta counts a Thruplay when someone watches your video to completion or for at least 15 seconds. Lower costs indicate more efficient delivery and stronger creative resonance with your target audience.

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When to Use

Scenario	Action
Setting video campaign bids	Use as your target cost when optimizing for Thruplay
Comparing video creatives	Lower Cost/Thruplay indicates more engaging content
Evaluating audience targeting	Rising costs may signal audience saturation
Budget allocation	Shift spend toward ad sets with lower Cost/Thruplay

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Related Metrics

Metric	Relationship
Meta Thruplay Views	Denominator—total Thruplay views generated
Meta Spend	Numerator—total spend divided by Thruplay views
Meta Cost per Video View	Alternative metric—cost per 3-second view (lower threshold)
Meta Video Completions	Full completions only (stricter than Thruplay)

See all Meta Video metrics →