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 slideshow metrics

 

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  
Expand  
Collapse  
Advance  
Clickthrough Rate (CTR)  
Engagement Rate (ER)  
Viewability Rate (VR)  

 

 

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

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

0-25%

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.

25-50%

 

50-75%

 

75-50%

 

100%

 

Total Play Length

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.

Average Review Length 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.
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 seeked 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 feed parser metrics

 

Metric Definition
Total Views Total number of slide views per asset (both auto and user)
Auto Views Total number of clicks per slideshow asset
User Initiated Views Average slideshow views per slideshow asset, per day
Pagination Clicks  
Clickthroughs  

How we define technology profile metrics

 

Metric Definition
Platform Total number of slide views per asset (both auto and user)
Operating System (OS) Total number of clicks per slideshow asset
Percentage Average slideshow views per slideshow asset, per day

 

 

Feed Parser Carousel Report

If utilizing the Feed Parser Carousel component, this report will show which slides were clicked and viewed by slide name.

  • Ad Name –the name of the creative build in the builder/running in the campaign
  • Feed Carousel – slideshow number
  • Slide Name – name given in the builder to the slide (i.e. url from XML feed)
  • Total Views – total number of slide views per specific slide (both auto and user-initiated = total)
  • Auto Views – total number of slide views auto-initiated
  • User Initiated Views – total number of slide views user-initiated (clicked on)
  • Pagination Clicks – total number of user-initiated clicks on thumbnails
  • Clickthroughs – the number of clicks on the specific slide

Technology Profile Report

Provides insight on the Platform OS, Browser, and Language of users

  • Platform – device:  mobile, desktop, or tablet
  • OS - operating system: Mac OS, Windows, iOS, Android, Windows Mobile, Linux, Chrome OS, Other/Unknown
  • Count - number of times an ad was rendered on the platform/OS
  • Percentage - the count divided by the total impressions

OS Browser

  • OS - operating system: Mac OS, Windows, iOS, Android, Windows Mobile, Linux, Chrome OS, Other/Unknown
  • Browser - internet browser:  Safari, Chrome, IE, Firefox, Other/Unknown
  • Count - number of times an ad was rendered on the OS/Browser
  • Percentage - the count divided by the total impressions

Language

  • Language - user's language
  • Count - number of times an ad was rendered for the language
  • Percentage - the count divided by the total impressions