# What is CPV (cost per view)?

> CPV is what you pay for each video view. YouTube counts an in-stream view at about 30 seconds. Meta's ThruPlay counts at 15 or 6 seconds. Formula and example.
- **Author**: Marxx
- **Published**: 2026-11-13
- **Category**: Metrics
- **URL**: https://marxx.ai/library-glossary/cpv

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CPV (cost per view) is what you pay, on average, for each video view. What counts as a view depends on the platform, so check the rule before you compare numbers.

## The formula

CPV = ad spend / views

## What counts as a view

| Platform | What counts | Source |
|---|---|---|
| YouTube in-stream | About 30 seconds watched (or the full ad if shorter), or an interaction | [Google Ads Help](https://support.google.com/google-ads/answer/2472735) |
| YouTube in-feed | A click on the thumbnail, or about 10 seconds of autoplay | Same |
| YouTube Shorts | About 10 seconds, or a click on the call to action | Same |
| Meta ThruPlay | 15 seconds watched (or 97% if shorter). A 6-second goal also exists | [Meta Help Center](https://www.facebook.com/business/help/2051461368219124) |

All checked 2026-10-20. Meta's cost per 15-second ThruPlay is amount spent divided by 15-second ThruPlays ([Meta](https://www.facebook.com/business/help/1796060333844808)).

Google says bumper ads and non-skippable in-stream ads are not eligible for TrueView views. Their cost does not show in cost per view. See [bumper ads](/glossary/bumper-ads).

## A worked example

Say you spend INR 40,000 on a YouTube in-stream campaign. It earns 50,000 views. The numbers are made up.

- CPV = 40,000 / 50,000 = **INR 0.80**

You change the first five seconds. The next INR 40,000 earns 64,000 views.

- CPV = 40,000 / 64,000 = **INR 0.63**

The same budget bought 14,000 more views.

## What CPV does not tell you

A view is not a sale. A low CPV can come from people who watched and never cared. Pair it with:

- **Clicks and sales** from the video traffic.
- **[Hold rate](/glossary/hold-rate)**, which shows how much of the video people watch.
- **[Hook rate](/glossary/hook-rate)**, which shows if the opening grabs them.

CPV is a reach and attention metric. For ads you buy on impressions, use [CPM](/glossary/cpm).

## FAQ

### Is CPV the same as CPM?

No. CPM is the cost of 1,000 impressions. CPV is the cost of one view. A view needs the person to watch or act.

### Is a lower CPV always better?

No. The cheapest views may come from low-intent people. Check what happens after the view.

### Do I pay per view on every video ad?

No. Some formats bill by impressions. Check the billing model for your format and platform.

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