> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# 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.

<Tip>
  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.
</Tip>

## Formula

<Info>
  **Meta Cost per Thruplay** = **Meta Spend** ÷ **Meta Thruplay Views**
</Info>

### Formula Components

| Metric                                                                                        | Definition                                              |
| --------------------------------------------------------------------------------------------- | ------------------------------------------------------- |
| [**Meta Spend**](/reference/metrics/advertising/meta/meta-spend/meta-spend)                   | Total amount spent on Meta ads                          |
| [**Meta Thruplay Views**](/reference/metrics/advertising/meta/meta-video/meta-thruplay-views) | Videos watched to completion or for at least 15 seconds |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Currency                          |
| **Data Source** | [Meta Ads](/sources/facebook-ads) |
| **Aggregation** | Ratio                             |

***

## 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.

***

## 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.

***

## 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  |

***

## Related Metrics

| Metric                                                                                              | Relationship                                                |
| --------------------------------------------------------------------------------------------------- | ----------------------------------------------------------- |
| [Meta Thruplay Views](/reference/metrics/advertising/meta/meta-video/meta-thruplay-views)           | Denominator—total Thruplay views generated                  |
| [Meta Spend](/reference/metrics/advertising/meta/meta-spend/meta-spend)                             | Numerator—total spend divided by Thruplay views             |
| [Meta Cost per Video View](/reference/metrics/advertising/meta/meta-video/meta-cost-per-video-view) | Alternative metric—cost per 3-second view (lower threshold) |
| [Meta Video Completions](/reference/metrics/advertising/meta/meta-video/meta-video-completions)     | Full completions only (stricter than Thruplay)              |

[See all Meta Video metrics →](/reference/metrics/advertising/meta/meta-video)