VTR (View-Through Rate) is important in YouTube ads campaigns because it tells you how many viewers watched your skippable ad to completion, not just how many saw the first few seconds. This helps you measure true engagement and assess how well your ad holds attention.
If you're aiming to build brand awareness or evaluate upper-funnel performance, VTR gives more accurate insights than impressions or clicks. You can use it to refine your creative strategy and improve campaign performance over time.
