Visibility Rate (VR)
Visibility Rate measures the percentage of your total served impressions that met the viewability standard.
Divide viewable by total served impressions, times 100. That is Visibility Rate: what share of delivery was seeable, and where. It matters because budget leaks hide at placement level, behind respectable campaign averages.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
Visibility Rate is the diagnostic cut of viewability in the Reach phase. Campaign averages forgive. Placement breakdowns do not. Run it by placement before renewing anything.
Related metrics
Frequently Asked Questions
What is Visibility Rate?
Visibility Rate measures the percentage of your total served impressions that met the viewability standard. It shows exactly where your invisible inventory hides.
How do you calculate Visibility Rate?
Use the formula: Visibility Rate = (Viewable Impressions ÷ Total Served Impressions) × 100. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for VR?
You need total served impressions and viewable impressions, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with VR?
The mistake is reading it only at campaign level. Break it down by placement, format, and publisher, or the leak stays exactly where averages put it: out of sight.
When should marketers use VR?
Use Visibility Rate at placement level when auditing media quality and deciding what to renew. The campaign average forgives. The placement breakdown is where the renewal decisions live.
What is a good VR?
Good means no placement hiding far below the campaign average. The level matters less than the spread, because one near-invisible placement can drain budget behind a respectable mean.
Sources and methodology. VR formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from Ad and platform APIs, Campaign taxonomy, Harmonisation layer and applies a consistent same-period computation methodology.
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