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  • Caitlin Duffy

What is View Rate?

View rate (also known as viewability rate) is a metric that measures the number of times an online ad is actually seen by users. It is typically expressed as a percentage and is calculated by dividing the number of times the ad was viewed by the number of times it was served.


View rate is an important metric for online advertising as it helps to measure the effectiveness of an ad campaign. A high view rate indicates that the ad is being seen by a significant number of users, while a low view rate may indicate that the ad is not being served to the right audience or that it is not placed in an optimal location.


There are several factors that can impact view rate, including ad placement, ad format, and user behavior. For example, an ad that is placed at the top of a website may have a higher view rate than an ad placed at the bottom, and an ad that is in a video format may have a higher view rate than an ad in a display format. Additionally, user behavior such as ad-blockers can also affect view rate.


View rate is often used in conjunction with other metrics such as click-through rate and conversion rate to gain a more complete understanding of the performance of an ad campaign. For example, a high view rate but low click-through rate may indicate that the ad is being seen by users but not effectively engaging them.


In summary, view rate (or viewability rate) is a metric that measures the number of times an online ad is actually seen by users. It is an important metric for online advertising as it helps to measure the effectiveness of an ad campaign and helps to identify areas for improvement. It should be used in conjunction with other metrics such as click-through rate and conversion rate to gain a more complete understanding of the performance of an ad campaign.

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