Viewability Rate Calculation


The viewability rate is a metric used to determine the probability that an ad is visible to a viewer. It is defined as the percentage of times an ad was displayed for a certain amount of time. The viewability rate is calculated by dividing the number of impressions that are viewable by the total number of impressions. Calculate the rate by following the free calculator.

Viewability Rate Calculator

Enter Viewable Ad Impressions, Ad Impressions and hit anywhere

Viewability Rate Result

Viewability Rate:

How to Calculate Viewability Rate?

If you want to calculate the viewability score manually or know how our calculator calculates that score, follow the below method and learn it’s the benchmark.

Benchmark – Viewability Rate Calculation Formula:

The exact formula is below:

Viewability Rate= (Viewable Ad Impressions ÷ Ad Impressions) x 100

Publisher average viewability score is 66.1%.


What is viewability in digital advertising?

The definition of viewable impressions varies widely and depends on who you ask, but at a minimum, it is generally accepted that an impression is viewable when 50% of the ad’s pixels are on-screen for one second.

While this sounds like a straightforward definition, it isn’t necessarily easy to implement. Ad servers and other online advertising tools often get in the way of a viewable impression, making it even more difficult to guarantee your ads are being served in full and viewable form.

How do I improve the viewability of my campaign?

Online marketing is a bit like fishing: you set your hook and hope that someone will bite. Unfortunately, your AD isn’t always visible to the audience you want to attract. It may suffer from low-quality graphics, products, or a variety of other problems.

To maximize your chances of catching more fish, you need to understand why your current campaign hasn’t been as successful as you expected and fix the issues that are causing it. That’s why we created this free calculator. It will help you understand your current campaign and how to make it more successful.

The key to an effective online advertising campaign is maximizing its viewability. If a person is browsing the internet and sees your ad, but doesn’t click on it, then they have little chance of becoming a customer. There are many ways to increase viewability, and the more attention you pay to it, the better your campaign will be. See the below steps to improve the viewability score.

  • Ad Position
  • Page Design
  • Ad Size and Layout
  • Page-Load Speed
  • Ad Design Responsiveness
  • Ad Position
  • Publishing Channel
  • Fixed Ad Position

Using A/B Testing To Improve Viewable Impressions

There are two important metrics to track if you are running advertising campaigns on display networks or placing video ads: viewable impressions and viewable clickthrough rates. Viewable impressions are the number of impressions that display in a way that is visible to a human being.

Viewable impressions are calculated by subtracting “display” impressions (i.e., impressions where the ad was shown but was not viewable) from total ad impressions. The percentage of viewable impressions is a valuable metric since it reflects how many of your impressions were seen by a person.

The effectiveness of an A/B test is determined by how much of a difference the test has made in the results. If two different designs have been tested and there is no visible difference, then there is no point in continuing the test.

This is because the test has no potential to make any positive difference, so it is probably best to scrap the test and go back to using the original design. However, if the design that has been tested shows a positive difference in the results, then the test should continue.


What is the IAB standard for viewability?

The IAB (Interactive Advertising Bureau) has set forth three different standards for how long an ad should be visible on a web page for it to be considered “viewable.”

There are three different standards because there are three different kinds of placements: above the fold, in view for 1 second, and out of view for 10 seconds. (The latter is often referred to as “below the fold.”) What do these three different standards mean?

First, the one-second standard. They say that an ad if it is placed above the fold, should be in view for at least a second. This is a pretty high standard and is likely to be difficult when advertisements are placed within a text article or within a page.

What is a Good Viewability Rate?

Some marketers say that 70% is a good score and some marketers recommended that 100%. So, 70 to 100 is a good viewability rate.

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