What Is Cost per ThruPlay in Meta Ads?

Cost per ThruPlay answers a simple question for video ads: what did each meaningful video watch cost you? Meta divides what you spent by the number of 15-second ThruPlays, so a lower figure means each qualifying watch cost less. It is a cost metric, not a bid, and it tells you nothing about what people did after watching, so it belongs next to your other results rather than in place of them.

How is cost per ThruPlay calculated?

Meta calculates it as amount spent divided by 15-second ThruPlays.

For example, if you spent $300 and got 2,000 ThruPlays, your cost per ThruPlay is $300 ÷ 2,000 = $0.15. The arithmetic is simple; what matters is what counts as a ThruPlay.

What counts as a ThruPlay in this metric?

A 15-second ThruPlay counts when your video plays for at least its set duration or, for a shorter video, at least 97% of it. Meta’s video metrics list words ThruPlays as plays to completion or for at least 15 seconds, and Meta treats 97% of a video as its full length. Meta counts how much of the video was played, not how much time passed while it played, and doesn’t include time spent replaying the video during one impression.

Both parts of the formula carry caveats:

Part	What Meta says about it
Amount spent	An estimated total for the period you’re viewing; while ads run it may be an estimate, since results can take up to 48 hours to process
15-second ThruPlays	Plays of at least 15 seconds, or 97% of shorter videos, counted in unique seconds

Where do you find cost per ThruPlay?

1. In Ads Manager, click the Columns dropdown.
2. Choose the Video engagement preset, which Meta lists as including ThruPlays and cost per ThruPlay.
3. Add it to another preset through Customize columns if you want it beside your results.

Is paying per ThruPlay the same as cost per ThruPlay?

Not quite. Cost per ThruPlay is a reporting metric. ThruPlay billing is a choice you make when you set up a video campaign: Meta offers the 15-second ThruPlay goal on CPM or ThruPlay billing, and the 6-second goal on CPM billing only. ThruPlay billing isn’t supported for the instant experience format.

How does it relate to other video cost metrics?

Meta reports several cost-per-video metrics, all calculated the same way: amount spent divided by the matching count.

Metric	Divides amount spent by
Cost per 2-second continuous video play	2-second continuous video plays
Cost per 3-second video play	3-second video plays
Cost per ThruPlay	15-second ThruPlays

FAQ

Why is my cost per ThruPlay higher than my cost per 3-second play?

Because the bar is higher. For a video of 15 seconds or longer, every ThruPlay has also passed 3 seconds, but not every 3-second play reaches 15. Dividing the same amount spent by a smaller count gives a higher cost. Comparing the two shows how many early viewers keep watching.

Does cost per ThruPlay use 6-second or 15-second ThruPlays?

Meta’s cost per ThruPlay metric is defined as amount spent divided by 15-second ThruPlays. The 6-second option exists as a ThruPlay performance goal, which Meta offers on CPM billing, but the metric definition Meta publishes uses the 15-second count.

Can a short video still get ThruPlays?

Yes. If your video is shorter than 15 seconds, a ThruPlay counts once at least 97% of it has played. Meta treats 97% as the full length because people often drop off as credits roll or the video fades out.