In Excel, go to Formulas > Name Manager > New. Enter MKT_VCR as the name, paste the full LAMBDA into Refers to, and save. Use =MKT_VCR(A2,B2) for one row, =MKT_VCR(A2:A20,B2:B20) for a traditional range, =MKT_VCR(A2:.A600,B2:.B600) for trailing Trim References, =MKT_VCR(A2#,B2#) for spilled ranges, and =MKT_VCR(A2:.A600,B2:.B600,1) for numeric output.
Marketing
MKT_VCR
Calculate Video Completion Rate in Excel
Calculate video completion rate from completions and starts with formatted percent or numeric decimal output.
Syntax
=MKT_VCR(COMPLETIONS, STARTS, [NUMERIC])What It Does
What this function calculates
MKT_VCR calculates video completion rate for video campaigns, platform exports, and creative reports. It supports both one-row checks and dynamic-array workflows, keeping VCR logic consistent across reports.
Syntax
Function syntax
Syntax
=MKT_VCR(COMPLETIONS, STARTS, [NUMERIC])Interactive Demo
Try MKT_VCR
Edit the completions or starts below to see how MKT_VCR recalculates the result.
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Campaign
Completions
Starts
VCR
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Arguments
Inputs this function expects
| Argument | Required | Description | Example |
|---|---|---|---|
COMPLETIONS | Required | The number of completed video views or completed plays. Can be a direct numeric value, compatible numeric text, single-cell reference, traditional range, named range, trailing Trim Reference, or Microsoft 365 spilled range. | 3200 |
STARTS | Required | The number of video starts, plays, or eligible started views. Can be a direct numeric value, compatible numeric text, single-cell reference, traditional range, named range, trailing Trim Reference, or Microsoft 365 spilled range. | 4000 |
NUMERIC | Optional | Optional. Leave blank for presentation-ready text output. Enter 1 to return a numeric value suitable for calculations. The formula checks whether NUMERIC is supplied with ISOMITTED(NUMERIC), not whether the value specifically equals 1. | 1 |
Example
Example calculation
COMPLETIONS3200
STARTS4000
Expected result80%
Completions divided by starts. Add NUMERIC to return 0.8 for calculations, thresholds, or charting.
Sample Data
Copy/paste-ready sample data
Sample Campaign Data
Copy and paste this campaign dataset into Excel starting at A1, then test the function against the metric columns.
| Completions | Starts | Campaign |
|---|---|---|
| 800 | 1000 | Search Brand |
| 2600 | 4000 | Paid Social |
| 1400 | 2000 | Display Prospecting |
| 3200 | 4000 | Video Awareness |
| 20 | 0 | No Start Check |
Example Formula
=MKT_VCR(A2:.A600,B2:.B600)Expected outputWith the sample data pasted at A1, the formula spills formatted text results: 80%, 65%, 70%, 80%, and 2000%. Add ,1 for numeric decimal output. The zero-start row uses 1 as denominator and should be reviewed.
Use this with single cells, fixed ranges, trailing Trim References through row 600, named ranges, or spilled ranges such as A2# and B2#.
Result
What the output means
Returns a formatted percentage by default, or a numeric decimal when NUMERIC is supplied. Ranges spill one VCR per row. Zero starts are replaced with 1 before division, which prevents errors but can create a non-standard completion rate.
Function Definition
LAMBDA definition
LAMBDA
=LAMBDA(COMPLETIONS,STARTS,[NUMERIC],IF(ISOMITTED(NUMERIC),
ROUND(IFERROR(VALUE(COMPLETIONS),"")/IFERROR(VALUE(IF(STARTS=0,1,STARTS)),"")*100,2)&"%",
ROUND(IFERROR(VALUE(COMPLETIONS),"")/IFERROR(VALUE(IF(STARTS=0,1,STARTS)),""),4)))Installation
Add this function to Excel
Troubleshooting
Common errors
#SPILL! means Excel cannot place the dynamic-array result; clear blocked cells below or beside the formula. #NAME? usually means the function was not saved in Name Manager or the name was typed differently. Numbers stored as text are generally handled with VALUE(), but non-numeric labels, extra symbols, or incompatible text can still return blanks or unexpected results. If ranges are mismatched, align the numerator and denominator ranges before using dynamic arrays. When the denominator is zero, this function substitutes 1 before division to avoid divide-by-zero errors; that can create unusually large or non-standard results and should be reviewed. Omit NUMERIC for formatted text output; enter 1 for numeric output. Because the formula uses ISOMITTED(NUMERIC), any supplied third argument triggers numeric mode.
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