Include VCR metrics in your reports to assess whether a campaign’s video creatives are engaging your intended audience.

You can review data and analytics related to seven VCR metrics in the IQM platform:

VCR represents the percentage of users who watched your video ad all the way to the end.

We arrive at this metric by dividing the total number of video completions by the total number of impressions (video starts), and multiplying that value by 100. For example, if 100 people start watching the video ad, and 60 of those people watch until the end, the ad earns a VCR of 60%.

Video start represents the number of times a campaign’s video creative started playing for any duration. We arrive at this metric by providing a total count of events, rather than by applying a formula. A campaign’s video starts will always be higher than or equal to its quartile metrics (Video 25%, Video 50%, Video 75%, Video 100%). In other words, a video would have had to start playing in order for it to reach 25% of its total duration.

Video 25% represents the number of times that a campaign’s video creative played to 25% of its total length. We arrive at this metric by providing a total count of events, rather than by applying a formula.

You may see this metric represented as “First quartile” in other platforms.

Video 50% represents the number of times that a campaign’s video creative played to 50% of its total length. We arrive at this metric by providing a total count of events, rather than by applying a formula.

You may see this metric represented as “Midpoint” in other platforms.

Video 75% represents the number of times that a campaign’s video creative played to 75% of its total length. We arrive at this metric by providing a total count of events, rather than by applying a formula.

You may see this metric represented as “Third quartile” in other platforms.

Video 100% represents the number of times that a campaign’s video creative played for its entire duration. We arrive at this metric by providing a total count of events, rather than by applying a formula.

You may see this metric represented as a “Complete” in other platforms.

Hours viewed represents the total duration in hours that the ad played throughout the campaign and across users. We arrive at this metric by providing a total count of events, rather than by applying a formula.