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By Prem Gupta · September 30, 2025 · Curated by George's Blog
If you are only running SB video campaigns targeting product detail pages (PDPT) and not store sub-pages (SPT), you are missing out on higher engagement, storytelling, and efficiency.
One of the recent accounts we onboarded last month was only running PDPT campaigns and none of the campaigns had SPT. We created 3 campaigns just to test across 3 NB keywords. After 30 days of performance, these 3 video campaigns have been superior in terms of video-related metrics, which suggests that SPT has a higher engagement rate than PDPT.
SPT VTR ranges from 31%–34%, with one of the campaigns hitting 33%+, while PDPT VTR ranges 5%–23%, which is lower than SPT. vCTR for SPT on average is 8.1%, while PDPT had a vCTR of 3.2%.
One of the important metrics to look at is video completion rate, which on average for SPT is 36.6%, while PDPT has an average video completion rate of 29.4%. This shows that SPT demonstrates reliability in keeping viewers till the end. Even the 5-second view rate for SPT is very strong, between 25%–29%.
If you look at the quartile average drop-offs, SPT campaigns show stable audience retention. Q1→Q2: 63.9%, Q2→Q3: 72.3%, Q3→Completion: 79.2%. Nearly 4 in 10 viewers who start (36.6%) actually finish the video.
PDPT campaigns drop off much earlier. Q1→Q2: just 55.4%, Q2→Q3: 68.7%, Q3→Completion: 75.9%. Only 29.2% of viewers make it to the end, almost 20% lower than SPT.
It’s always important to test each available strategy across your campaigns and make decisions based on your data. We share these learnings with AMs hired through our TalentHub during our weekly learning calls.
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