Understanding Analytics Metrics
Whether publishing a simple article, a feed based site or a rich media ad unit, Storied Analytics presents a wide array of metrics to help reveal valuable insights about your audience and the performance of your content. Below is an outline of the standard metrics available in the dashboard.
Multiple Categories of Metrics
In this document we have combined metrics from both the standard site analytics dashboard as well as the ads/embeddables dashboard into one comprehensive list. Depending on the types of accounts you are provisioned for you may see one or both dashboards and, therefore, you may not see all of the categories listed below.
Traffic Metrics
Page Views The number of times a particular page was viewed over a period
Unique Page Views The number of times a particular page was viewed for the first time by a user If a user is inactive for 30 minutes the subsequent page view will be counted as a unique view
Returning Page Views Page views that are initiated prior to 30 minutes of inactivity following the first page view
Average Time on Page The duration of a user visit divided by the number of page views over that visit
Bounce Rate The number of visitors who left the site after a single page view
Visit Grouping of activity following the initial page view of a visitor Visits are reset after 30 minutes of inactivity
Unique Visits The first visit to a site by a visitor
Returning Visits Subsequent visits to a site by a visitor
Average Visit Duration Average length of a visit to a particular site
Recirculation Rate Percentage of visitors that continued to another page on the same domain as the site
Traffic Sources Direct - traffic linked directly to the site from a non-browser based link such as email, sms or browser toolbar Internal - traffic linked to the site from another page/site on the same domain. Links - traffic linked to the site from a web page or site that is not on the same domain Social - traffic originating from a social network Search - traffic originating from a search engine Bots - traffic originating from a well-known bot
Referrers Domain and URL of pages linking visitors to the site
Outlinks URLs of pages that visitors exit from the page and link to
Location City, state and country where a visit originated
Impression Metrics
Impressions Number of times a particular embeddable or ad was viewed over a period
Reach Number of visitors that viewed a particular embeddable or ad over a period
Engagement Number of impressions which resulted in a visitor engaging with the embeddable or ad NOTE: Click throughs are excluded from this sum
CTR Percentage of impressions which resulted in a click through
Top Placements Listing of top placements based on impressions
Location City, state and country where a visit originated
Page Metrics
Pages Listing of static pages contained visited on the site
Posts Listing of feed based pages visited on the site
Total Shares Sum of lifetime shares of a particular url irrespective of period across all networks
Shares by Network Number of lifetime shares of a particular url irrespective of period per network
Scroll Depth Percentage of the page that users scrolled to, measured at 10% intervals
Page and Post URLs Listing of page and post urls that were visited over a period of time
Engagement by Page or Post Sum of engagement metrics for a particular page or post over a period of time
Views and Visits by Page or Post Sum of page views and visits for a particular page or post over a period of time
Entry Page Number of visits that originated on the listed page
Placement Metrics
Placements Listing of placements for a list of ads or embeddables over a period
Placement URLs Listing of placement urls recorded for a particular placement Top placement url is displayed. Click url to see a comprehensive list
Pages Listing of pages visited within an ad or embeddable over a period
Page URLs Listing of page urls recorded for a particular page Top page url is displayed. Click url to see a comprehensive list
Impressions Sum of impressions for all placements over a period
Placement ID The ID or short name assigned to the placement by the publisher or ad server
CT Sum of click throughs for a placement over a period
Engagement Metrics
Total Widget Actions Total number widget interactions performed over a period
Video Completion Rate Percentage of visitors who completed watching videos contained in the site
Total Video Plays Total number of video play actions performed over a period
Video Quartiles Total number of video plays that reach 25, 50, 75, and 100% of the video length
Average Play Percentage The average of all video play depth metrics
Total Image Views Sum of image open events over a period
Image Gallery Views Sum of gallery open events over a period
Image Gallery View Depth Depth of navigation of a listed gallery
Video Play Count Sum of video play events over a period
Video Play Depth Depth of playback of a listed video
Tab Group Views Sum of automatic and user initiated advancement of a tab group by tab over a period
Conversion Metrics
Goals Achieved Sum of completed goals over a period
Form Submissions Sum of form submission over a period
Click Throughs Sum of click throughs over a period
Goals Listing of goals completed over a period
Forms Listing of forms submitted over a period
Clicks Listing of click through events over a period
Event Sequence Listing of distinct event sequences resulting in a completed goal or click through
Additional Metrics
Browser Listing of browsers used to visit the site over a period
Device Listing of device types used to visit the site over a period
User Agent Listing user agents encountered over a period
Appshell version Listing of appshells used to publish the site over a period
Query Keys Listing of query param keys encountered in urls used to access the site over a period
Query Values Listing of query param values recorded for the query keys over a period
Notes:
- If there are metrics you're interested in that are not listed above please contact us.