Metrics Glossary

NOTE

All metrics below can be applied to both desktop and mobile ad performance.

All reporting data is only available through the previous day across the Flite platform when generating excel reports. Users can generate reports for the previous day based on which time zone you are in below:

  • 7 AM ET
  • 6 AM CT
  • 4 AM PT

Basic Metrics

Impression: An ad load. Total Impressions for an ad is the total number of times that the ad was loaded on a page.

Backup Impression: An Impression where a backup image was shown in place of the rich media creative. This happens when the ad runs in an environment where the rich media creative is not supported (e.g. a Flash creative on iOS).

Interaction: A user action that changes the ad's appearance or launches a third-party URL. This includes clickthroughs, navigations, video plays, expansions, etc. This also includes 1-Second Rollovers.

Engagement: An Impression that has at least one Interaction. Total Engagements for an ad is the number of Impressions with which the user interacted.

Clickthrough: Any click within the ad that links a user to an outside URL. Note that clicks that lead to a download are considered Clickthroughs as well.

Time On Unit (TOU): The amount of time that a user spent interacting with the ad. For each Engagement, this is measured as the amount of time elapsed between the user’s first and last Interaction with the ad. The Total TOU is the sum of TOUs across all Engagements.

Core Performance Metrics

Engagement Rate (ER): Percentage of Impressions that had at least one Interaction. The purpose of ER is to gauge user interest in the ad -- higher ER means more users interacted with your ad. This is one of the recommended approaches for measuring ad performance.
[Total Engagements] / [Total Impressions]

Clickthrough Rate (CTR): Percentage of Impressions that had a Clickthrough. Higher CTR means more users clicked through on your ad.
[Total Clickthroughs] / [Total Impressions]

Average Time on Unit (Average TOU): The average amount of time that users spent interacting with your ad, across all Engagements. The purpose of Average TOU is to gauge the level of interest among the users who engaged with your ad.
[Total TOU] / [Total Engagements]

Interaction Rate (IR): The ratio of Interactions to Impressions. This is not a reliable measure of user interest in the ad; we recommend using Engagement Rate instead.
[Total Interactions] / [Total Impressions]

Video Metrics

There are two types of video play:

  • User Video Play: A video play that’s triggered by an Interaction -- i.e. clicking a play button.
  • Auto Video Play: A video play that happens automatically on ad load, and is not triggered by an Interaction.

For each type of video play, the same set of metrics are captured -- but they are kept separate, so as not to mix 'auto' and intentional playback metrics.

From the "Videos" tab in the Measure Module - you can toggle between 'auto' and 'user-initiated' video metrics with the buttons in the upper-right corner of the interface.

After you've toggled to a specific subset of video metrics, you'll see these standard methods of

Total Video Plays: The total number of times that the video played. This is the sum of the 5 Quartile Video Play numbers.

Quartile Video Play: These metrics show how much of the video users watched (in other words, at what point did users drop off, or stop watching). These five quartile metrics are mutually exclusive, and add up to the Total Video Plays:

  • 0-¼: Number of video plays that stopped before reaching ¼ (<25%) of the video’s duration.
  • ¼-½: Number of video plays that stopped between ¼ and ½ (25-50%) of the video’s duration.
  • ½-¾: Number of video plays that stopped between ½ and ¾ (50-75%) of the video’s duration.
  • ¾-1: Number of video plays that went past the video’s ¾ mark, but did not reach the end (>75%, <100%).
  • Full: Number of times that the video was played in full.

Total Video Time: The total amount of time that the video was played, summed up across all users.

Average Video Play: The average amount of time that the video was played, across all video plays. This performance metric indicates how much of the video the average user watched, and is a good measure of user interest in the video.
[Total Video Time] / [Total Video Plays]

Engagement & Time On Unit Metrics

Flite now provides additional Engagement and Time On Unit (ToU) metrics:

  • Engagements without Hovers - Number of sessions that have at least one interaction that is not a hover
  • Engagements Strict Time On Unit for Sessions - Number of sessions that have at least one interaction (including hovers) with a Strict Time On Unit (STOU*) greater than a specified number of seconds (0.5, 1, 2, or 5 seconds).
  • Total Session Time (sec) - Sum of total time on unit for desktop sessions featuring an engagement (including hovers).
  • Total STOU without Hovers - The total Strict Time On Unit (STOU*) for all sessions with an engagement. Any session where Hover was the only type of engagement is removed from the STOU.
  • Total Strict Time On Unit for Sessions - The sum of all Strict Time On Unit (STOU*) for sessions greater than a specified number of seconds (0.5, 1, 2, or 5 seconds).

*Strict Time On Unit (STOU) - The summation of total session time across desktop and mobile. Total session time on desktop calculated as the summation of all time that a cursor is hovering over (or interacting with) an ad unit. Total session time on mobile calculated as the difference between the user’s last interaction with an ad unit and the first interaction with an ad unit.

Component (Layer) Metrics

Most Flite Components track their own events. The events logged by each Component are collected, processed, and exposed as aggregate metrics in the Measure tab/module - where you can click on the 'Layers' option.

  • Hover: The viewer's cursor has hovered over the Component.
  • Select: The viewer has tapped or clicked the Component.
  • Navigate: The state of the Component is updated via user-interface elements, i.e. thumbnails or pagination buttons (Carousel, Gallery, Tab Set)
  • Scroll: The Component is 'scrolled' (i.e. Scroll, Gallery,Form, View)
  • View: Some new content is pulled into the ad (i.e. Twitter)
  • Update: A message is broadcast that can be used to trigger an Action (i.e. Frequency Cap)
  • Control: Some control in an embedded widget is adjusted (i.e. 'volume' or 'seek' in the YouTube Component)

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Metrics Glossary