Reporting metrics and definitions

In this article, you will learn:

How we define Key Performance Metrics (KPIs)

How we define (non-video) engagement metrics

How we define video engagement metrics

How we define slideshow analytics

How we defined technology analytics

How we define Key Performance Metrics (KPIs)

Adventive automatically collects standard KPIs for all ads built and served through our platform.  Below you will find the definition of and mechanism in which we collect these metrics.

Metric Definition 
Impressions

Impressions are defined as the number of times the ad unit was rendered on the destination page.

Viewable Impressions

Viewable Impressions are defined the number of impressions where at minimum 50% of the height of the ad unit* was visible (or became visible) for a minimum of 1 second.

*Ad units with video maintain the same minimum height visible, however are required to be in view, or become viewable for a minimum of 2 seconds before being counted as a Viewable Impression.

Clickthroughs

Clickthroughs are defined as the number of times the ad unit (or any element of the ad unit) was clicked which results in delivering the viewer to a destination landing page.

Engagements

Engagements are defined as user-initiated interactions within the bounds of the ad unit that signify some level of intent the viewer of the ad unit may have had.

Clickthrough Rate (CTR) Clickthrough Rate is defined as the ratio of clicks to the total number of impressions and is expressed as a % of total impressions.
Engagement Rate (ER) Engagement Rate is defined as ratio of unique engagements to the total number of impressions and is expressed as a % of total impressions.
Viewability Rate (VR) Viewability Rate is defined as the ratio of viewable impressions to the total number of impressions and is expressed as a % of total impressions.

Adventive utilizes cookies to determine if the ad unit was rendered in the same browser
to the same user, this allows Adventive to distinguish between total impressions and unique impressions.

How we define (non-video) engagement metrics

Engagements are defined as user-initiated interactions within the bounds of the ad unit that signify some level of intent the viewer of the ad unit may have had. Below you will find the definition of and mechanism in which we collect these metrics.

Metric Definition 
Hover Intent Hover Intent is defined as the total number of times a user has hovered over the ad unit for > 1 second.
Expand Expand is defined as the total number of times an 'expandable' unit is expanded by the user.
Collapse Collapse is defined as the total number of times an 'expandable' unit is collapsed by the user.
Advance Advance is defined as the total number of times the user 'advances' between screens in a multi-screen unit.

How we define video engagement metrics

Engagements are defined as user-initiated interactions within the bounds of the ad unit that signify some level of intent the viewer of the ad unit may have had. Below you will find the definition of and mechanism in which we collect these metrics.

Metric Definition 
Playback Metrics
Views

Views are defined by the number of times the video was viewed (for any length of time) by the user.

0-25%

The number of times the video was viewed up to its 1st quartile of length.

25-50%

The number of times the video was viewed up to its midpoint of its length.

50-75%

The number of times the video was viewed up to its 3rd quartile of its length

75-100%

The number of times the video was viewed up to its completion of its length

100%

The number of times the video was viewed through 100% of its length.

Total Play Length

The total amount of time the video was played for all views.

Average View Length The average amount of time the video was viewed by all users.
Video Completion Rate (VCR) Percentage of times the video played to the end. (100% column divided by the Total Plays column)
Average View Rate (AR) Percentage of the video watched by users. (i.e., if users watch an average of 20 seconds of a 30 second ad, then the average view rate is reported as 66.66%)
Average Interaction Rate (AIR) Number of user interactions with a video, on average, such as Pause, Full Screen, Mute, etc. (it's the Video tabs columns for Play, Replay, Pause, Mute, Unmute, and Hover Sound added up and divided by the Total Plays column).  Must be user-initiated (if they click for replay/not auto)
Player Interaction Metrics
Play The number of viewers that clicked the play button
Replay The number of viewers that clicked the replay button
Pause The number of viewers that clicked the pause button
Mute The number of viewers that clicked the mute button
Unmute The number of viewers that clicked the unmute button
Volume The number of viewers that modified the volume
Seek The number of viewers that seek the timeline

How we define slideshow metrics

Metric Definition
Views Total number of slideshow views per slideshow asset
Clicks Total number of clicks per slideshow asset
Average Views Per Day Average slideshow views per slideshow asset, per day

How we define technology profile metrics

Metric Definition
Platform Device Type: Mobile, Desktop, Tablet
Operating System (OS) OS: (i.e. Mac OS, Windows, iOS, Android, Windows Mobile, etc)
Browser Browser Type: (i.e. Safari, Chrome, IE, FireFox, etc).
Language The configured language of the browser: (i.e. English, Spanish, French, German, etc.)