This article provides definitions for the metrics Adventive collects for all ads built and served through our platform.
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 Metrics
How We Define Technology 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. |
| Unique Impressions |
Unique Impressions are defined as the number of times the ad unit was rendered on the destination page by different users. |
| Viewable Impressions |
Viewable Impressions are defined as the number of impressions where a minimum 50% of the ad's pixels are visible (or became visible) for a minimum of 1 second. For larger ads (greater than 242,000 pixels), 30% of the ad's pixels must be visible (or become visible) for a minimum of 1 second. *Ad units with video 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. |
| Unique Engagements |
Unique Engagements are defined as the number of engagements made by different users. |
| 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. |
| Navigation | Navigation is defined as the total number of times the user 'navigates' 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 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.). |