What Meta says
Meta describes ThruPlay as a performance goal that reaches people more likely to watch your video, offered at 6 seconds or 15 seconds. A 6-second ThruPlay counts at 6 seconds watched, a 15-second ThruPlay at 15 seconds, or at 97% completion for shorter videos. (Meta Business Help Centre)
How it's counted and billed
Like Meta's other video metrics, ThruPlays count how much of the video played rather than elapsed time, and replays within the same impression aren't included. Meta treats 97% as a full view because people often drop off as a video ends. The 15-second goal can be billed on CPM or per ThruPlay; the 6-second goal is billed on CPM.
ThruPlay vs 3-second video plays
A 3-second video play counts once three seconds of the video have played, and Meta's video plays include videos that start automatically. ThruPlay asks for more attention, which makes it the better video metric of the two, but it's still not a business result. We explain why in a Meta video 'view' can be 3 seconds of autoplay.
Not the same as a YouTube view
ThruPlay and a YouTube view use different thresholds, so cost per ThruPlay and YouTube cost per view aren't directly comparable. Judge both against what the video is meant to lead to, not against each other.
Common questions
What is a ThruPlay on Meta?
A ThruPlay is counted when someone watches at least 6 or 15 seconds of your video, depending on the ThruPlay goal, or 97% of the video if it's shorter than that duration. Replays within the same impression aren't counted.
Which objectives support ThruPlay?
Meta says ThruPlay is available in the Awareness and Engagement objectives, for both auction and reservation campaigns.
How is ThruPlay billed?
The 15-second ThruPlay goal can be billed on CPM or per ThruPlay. The 6-second ThruPlay goal is billed on CPM. Meta notes ThruPlay billing isn't supported for the Instant Experience format.
Is ThruPlay better than 3-second video plays?
It's a higher bar. A 3-second play only needs three seconds of the video to play, and Meta's video plays include autoplay. A ThruPlay needs at least 6 or 15 seconds. Neither is a purchase or a lead.
Should I optimize for ThruPlay to get cheaper results?
Only if watching the video is the goal. Meta says the ThruPlay goal reaches people more likely to watch your video, which isn't the same as reaching people likely to buy or become a lead.