Cost Per View (CPV)
What is CPV?
Cost Per View (CPV) measures how much you pay each time someone watches your video ad. On Meta, a "view" is counted after 3 seconds of playback (or a ThruPlay for videos under 15 seconds). On YouTube/Google, a view counts after 30 seconds or full completion, whichever is shorter. CPV is the primary metric for evaluating video campaign efficiency.
Formula
CPV = Total Ad Spend / Number of Video ViewsExample
You spend $200 on a video ad campaign that generates 50,000 three-second views. CPV = $200 / 50,000 = $0.004. For ThruPlay (15-second views), you get 10,000 views at CPV = $200 / 10,000 = $0.02 per completed view.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Facebook (3-sec view) | $0.01 – $0.05 | Low bar, high volume |
| Facebook (ThruPlay) | $0.02 – $0.10 | 15-second completion |
| Instagram Reels | $0.01 – $0.04 | Strong organic overlap |
| YouTube (TrueView) | $0.03 – $0.15 | 30-sec or full view |
Low bar, high volume
15-second completion
Strong organic overlap
30-sec or full view
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Hook viewers in the first 3 seconds with movement, bold text, or a provocative question to reduce early drop-off.
- 2
Keep videos under 15 seconds for feed placements to maximize ThruPlay rates and lower your effective CPV.
- 3
Use captions and text overlays since most mobile users watch with sound off, this significantly improves view-through rates.
- 4
Test vertical (9:16) video formats for Stories and Reels placements where CPVs are typically 30%–50% lower.
- 5
Create Custom Audiences from video viewers (25%, 50%, 75% watched) to retarget the most engaged prospects.
Frequently Asked Questions About CPV
Track Your CPV in Real Time
Adship gives you a unified dashboard to monitor CPV, optimize campaigns, and improve performance across Meta and TikTok.