Viewability Rate Calculator

Easily calculate your ad viewability rate to measure impression quality and benchmark your campaigns. An impression doesn't count if it's not seen—use this tool to understand what percentage of your ads had a genuine opportunity to be viewed by your audience.

Total Measurable Impressions

Viewable Impressions

Your Viewability Rate is:

0.00%

How Viewability Rate is Calculated

Viewability Rate is the percentage of your total ad impressions that were actually viewable. It separates impressions that were seen from those that loaded but were never in a user's viewport.

Formula: (Viewable Impressions / Total Measurable Impressions) × 100

Example: If a campaign had 50,000 measurable impressions and 35,000 of them were viewable:

(35,000 / 50,000) × 100 = 70% Viewability Rate

Why Viewability is a Critical Ad Metric

For Advertisers: It ensures you're paying for ads that have a chance to be seen, leading to better brand recall and higher campaign ROI.
For Publishers: A high viewability rate signals high-quality ad inventory, which can command higher prices from advertisers.
For Marketers: It's a key KPI for optimizing ad placements. A low rate indicates that ads are placed in locations (like the bottom of the page) that users rarely see.

Industry Standards for Viewability

The standard for a "viewable" impression, as defined by the IAB and Media Rating Council (MRC), is:

Display Ads: At least 50% of the ad's pixels must be in view on the screen for at least 1 continuous second.
Video Ads: At least 50% of the ad's pixels must be in view for at least 2 continuous seconds of playback.

Across the industry, a common target for viewability is 70% or higher.

4 Ways to Improve Your Ad Viewability Rate

Prioritize "Above the Fold" Placements: Place ads in the top section of your webpage where they are visible without scrolling. This is the most effective way to boost viewability.
Improve Page Load Speed: If your page loads slowly, users may scroll past an ad's location before it has a chance to render. Optimize images and scripts to speed up your site.
Use Sticky or Lazy-Loading Ads: Sticky ads remain fixed on the screen as the user scrolls, ensuring high viewability. Lazy loading only loads ads as a user scrolls near them, which also improves performance.
Reduce Ad Clutter: Overloading a page with too many ads can harm user experience and negatively impact the viewability of all ad units. Focus on a few, high-performing placements.

Frequently Asked Questions

What is a good viewability rate?

According to industry benchmarks, an average viewability rate for display ads is around 55-65%, while for video ads it's slightly higher at 65-75%. A rate of 70% or higher is generally considered good for most campaigns, as it indicates a majority of your ads are actually being seen by users.

Is 100% viewability realistic?

Achieving 100% viewability across a large campaign is highly unrealistic. Factors like slow page loads, ad blocker technology, and user scrolling behavior make it nearly impossible for every single ad to be perfectly viewed. Aiming for a high rate (e.g., 70-80%) is a more practical goal.

How is viewability different from CTR?

Viewability measures whether an ad was *seen*. CTR (Click-Through Rate) measures whether an ad was *clicked*. An ad must be viewable before it can be clicked, so viewability is an essential prerequisite for engagement and conversions. A high viewability rate provides a larger opportunity for a good CTR.