What is a ThruPlay in Meta ads?
A ThruPlay counts a video play that reaches a set length: at least 15 seconds, or 97% of the video if it is shorter. ThruPlay is also a performance goal for video ads, offered at 6 or 15 seconds, and the 15-second version can be used as the billing event instead of impressions.
A ThruPlay is Meta’s way of counting a video play that held attention for a meaningful stretch, not just a scroll past. The reporting metric uses 15 seconds, or nearly the whole video when the video is shorter than that. The same word also names a performance goal, where you ask Meta to reach people who are more likely to watch your video. Keep the metric and the setting apart.
How does Meta count a ThruPlay?
For the 15-second ThruPlays metric, a play counts once your video has played for at least 15 seconds or, for a shorter video, at least 97% of it. Meta’s video metrics list words it as the number of times your video was played to completion, or for at least 15 seconds. The two fit together: Meta treats 97% as the full length because people often drop off when credits roll or the content fades out before the end.
Two counting rules matter:
- Unique seconds, not elapsed time. Meta sums the unique seconds played. Rewatching the same part during one impression doesn’t count. Meta’s example: watching the first 10 seconds, then rewinding and rewatching the first 5, is not a 15-second ThruPlay.
- Summed in a carousel. For a carousel ad, video metrics add up the totals for the videos in the ad.
What is the ThruPlay performance goal?
It is a goal for video ads that asks Meta to reach people more likely to watch your video. Meta offers two durations:
| Goal | A ThruPlay counts when someone watches | Billing options |
|---|---|---|
| 6-second ThruPlay | At least 6 seconds, or 97% of a shorter video | CPM (impressions) |
| 15-second ThruPlay | At least 15 seconds, or 97% of a shorter video | CPM or ThruPlay |
Meta says ThruPlay is available in the awareness and engagement objectives, for both auction and reservation campaigns.
Where can ThruPlay ads run?
Meta lists these placements:
- Facebook: Feed, in-stream video, Stories, Marketplace, Facebook Business Explore, Reels and search results.
- Instagram: Feed, Stories, Reels, Explore and search results.
- Messenger: Stories.
- WhatsApp: Status.
Supported formats are single video and instant experience, though ThruPlay billing isn’t supported for instant experience.
How do you see ThruPlays in Ads Manager?
- Open the Columns dropdown in Ads Manager.
- Select the Video engagement preset, which includes ThruPlays and cost per ThruPlay.
- Customize your columns if you want ThruPlays next to other metrics.
FAQ
Is a ThruPlay the same as a 3-second video play?
No. A 3-second video play counts plays of at least 3 seconds, or nearly the full length of a shorter video. A ThruPlay needs 15 seconds or 97% of the video. Both use the unique-seconds method, so replayed segments within one impression don’t count toward either.
Does a 10-second video need to play for 15 seconds to count?
No. For videos shorter than 15 seconds, a ThruPlay counts once at least 97% of the video has played. So a full watch of a 10-second video counts, even though it never reaches 15 seconds.
Can I pay per ThruPlay instead of per impression?
Yes, with the 15-second ThruPlay goal, which Meta offers on CPM or ThruPlay billing. The 6-second goal is available on CPM billing only, and ThruPlay billing isn’t supported for the instant experience format.
Sources
- About ThruPlay (Meta, checked 2 Oct 2026)
- 15-second ThruPlays (Meta, checked 2 Oct 2026)
- About video ad metrics (Meta, checked 2 Oct 2026)
- About video ad metrics calculation (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.