Rich Media metrics

1. Average Expansion Time

   Average Expansion Time
   Rich Media
   
   

   For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state. Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative.

   Once the creative has been displayed for more than 20 minutes, no further expansion time is counted.

   The expansion time does not take into account Rich Media impressions for which no expansion was recorded.

2. Average Time

   Average Time
   Rich Media
   
   The average amount of time, in seconds, of Rich Media custom timers recorded during the specified date range. Custom timers are only reported when added by the creative developer.

3. Code Serves

   Code Serves
   Rich Media
   
   

   The number of times that the code for creatives has been served to users during the specified date range.

   The code serves metric is only relevant for interstitial or video creatives. For these creative types, there might be more code serves than impressions, because the creative isn't displayed when the webpage is first loaded. Instead, Campaign Manager 360 first serves the code, which tells the browser when and how to display the asset (the piece that users actually see). A code serve is counted when the webpage loads, but not an impression. The impression is counted only when the asset is requested by the browser. In some cases, the code tells the browser to wait several seconds before the asset is shown, so it's possible that users will close their browsers or navigate to other webpages after the code is served but before an impression is counted.

4. Companion Clicks

   Companion Clicks
   In-stream Video
   
   

   The number of clicks recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.

5. Companion Impressions

   Companion Impressions
   In-stream Video
   
   

   The number of impressions recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.

6. Dynamic profile

   Describes the set of dynamic data in a creative. For example, a dynamic profile could define dynamic elements such as "Headline" and "Call to Action." Each dynamic creative is associated with one dynamic profile.

7. Dynamic profile ID

   The unique ID associated with the dynamic profile.

8. Expansion Time

   Expansion Time
   Rich Media
   
   

   For Rich Media Expanding creatives, the amount of time, in seconds, that an expanded creative was displayed in its expanded state.

9. Feed

   A data structure that contains the various possible values for a changing component of a dynamic creative. For example, a feed could determine all the possible products available to show in a dynamic creative. A feed for "Product" might look like the following table:

   Unique ID	Reporting Label	Product Headline	Product Price	Product Category
   1	Loafers	Look elegant with our loafers	$199	Shoes
   2	Sneakers	Try our comfortable sneakers	$45	Shoes
   3	Sandals	Get ready for summer with sandals	$20	Shoes
   4	Jeans	Check out our stylish jeans	$59	Clothing
   5	T-shirt	Three shirts, one low price	$20	Clothing

10. Feed reporting dimensions

    Additional dimensions that you select in Studio for reporting purposes. The reporting output will include the names and values of these additional dimensions. For example, for a "Product" feed, you might select a dimension called "Product Category" in the report.

11. Feed Reporting label

    One of the possible options in a feed. For example, for a feed "Background Color," one feed reporting label could be "Blue."

12. Feed Unique ID

    The unique ID associated with the feed.

13. Full-screen Average View Time

    Full-screen Average View Time
    Rich Media
    
    

    For Rich Media creatives that contain video that can be expanded to full-screen mode, the average amount of time that the video played full-screen. Only one full-screen impression is counted per impression. If a user expands to full-screen mode, then returns to standard mode, then expands to full-screen again, the full-screen time is cumulative. Time is only counted when the video is playing, not when the video is paused.

    Once the creative has been displayed for more than 20 minutes, no further full-screen time is counted.

    The full-screen average view time does not take into account Rich Media impressions for which no full-screen impression was recorded.

14. Full-screen Impressions

    Full-screen Impressions
    Rich Media
    
    

    The number of Rich Media impressions during which a video played in full-screen mode. Only one full-screen impression is counted per impression, even if the user expands to full-screen mode, then returns to standard mode, then expands to full-screen again.

15. HD Video Player Size Impressions

    HD Video Player Size Impressions
    Rich Media
    
    The number of impressions that served to a HD video player. (Desktop: 1280 pixels wide by 720 pixels high, or larger. Mobile: 91% of the screen or more covered.)

16. Interaction Count

    Interaction Count
    General
    
    

    The number of interactions with a given channel. You can include the interaction count for the following channels:

    • Click tracker

    • Mobile Rich Media

    • Mobile static image

    • Mobile video

    • Natural search

    • Paid search

    • Rich media

    • Static image

    • Video

17. Interaction Rate

    Interaction Rate
    Rich Media
    
    

    The ratio of Rich Media ad interactions to the number of times the ad was displayed. This number is reached using the following calculation:

    Rich Media interactive impressions / Rich Media impressions

    For example, if a Rich Media ad was displayed ten times and two impressions experienced interaction with the ad, then the Rich Media Interaction Rate is reported as 20 percent.

18. Large Video Player Size Impressions

    Large Video Player Size Impressions
    Rich Media
    
    The number of impressions that served to a large video player (Desktop: Greater than 400 pixels wide by 300 pixels high, but smaller than 1280 pixels wide by 720 pixels high. Mobile: Between 21% and 90% of the screen covered).

19. Manual Closes

    Manual Closes
    Rich Media
    
    

    The number of times that a user manually closes a Floating, Expanding, or In-Page with Floating ad.

    This metric is not tracked automatically by Rich Media. The ad designer must add the necessary event function to a Close button in order for this metric to be tracked.

20. Rich Media Assisted Conversions

    Rich Media Assisted Conversions
    Attribution - Assisted Conversions
    
    

    The total number of conversions that had an assisting Rich Media interaction in the path, either as a total, or broken down by channel.

21. Rich Media Click Rate

    Rich Media Click Rate
    Rich Media
    
    

    The percentage of Rich Media impressions that result in users clicking an ad, calculated as:

    (Rich Media clicks / Rich Media impressions) × 100%

22. Rich Media Clicks

    Rich Media Clicks
    Rich Media
    
    

    The number of times that users clicked on a rich media creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded.

23. Rich Media Impressions

    Rich Media Impressions
    Rich Media
    
    

    Impressions of Rich Media creatives.

24. Small Video Player Size Impressions

    Small Video Player Size Impressions
    Rich Media
    
    The number of impressions that served to a small video player. (Desktop: Less than 400 pixels wide by 300 pixels high. Mobile: 20% of the screen or less.)

25. Total Display Time

    Total Display Time
    Rich Media
    
    

    The total amount of time, in seconds, that the Rich Media ad is displayed to users. For ads with multiple assets (for example, a Rich Media In-Page with Floating ad), the total display time is only counted for the out-of-banner asset. This number is reached using the following calculation:

    Rich Media display time × Rich Media impressions

26. Total Interaction Time

    Total Interaction Time
    Rich Media
    
    

    The total amount of time, in seconds, that users interacted with a Rich Media ad. This number is reached using the following calculation.

    Rich Media interaction time × Rich Media interactive impressions

27. Total Interactions

    Total Interactions
    Rich Media
    
    

    The total number of custom and standard events that are triggered when a user interacts with a Rich Media ad. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, Rich Media expansions, Rich Media interactive impressions, and Rich Media closes.

28. Video Average View Time

    Video Average View Time
    Rich Media
    
    

    The average amount of time that an ad clip was played. For example, if a 20-second clip is played by one user for 20 seconds and a second user for 10 seconds, then the average time is calculated as 15.00 seconds. The event is logged when the user plays the ad clip to completion, stops play of the ad clip, or rewinds it. Video Average View Time can't be longer than the duration of the ad clip itself.

29. Video Companion Clicks

    Track the first click on any companion banner. This is a unique number and fires a maximum of once per impression. This reporting metric is no longer in use.

30. Video Completions

    Video Completions
    Rich Media
    
    The number of impressions for which an ad clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the video, as long as the endpoint is played.

31. Video First Quartile Completions

    Video First Quartile Completions
    Rich Media
    
    The number of impressions for which an ad clip played to the end of the first quarter of the video's total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the video, no first quartile completion is logged.

32. Video Interaction Rate

    Video Interaction Rate
    Rich Media
    
    

    The ratio of video interactions to video plays. This number is reached using the following calculation:

    Video interactions / Video plays

33. Video Interactions

    Video Interactions
    Rich Media
    
    The number of impressions where the user interacted with the video. A video interaction is counted when the user plays, pauses, stops, mutes, unmutes the video, and so on. Only one interaction is counted per impression.
    Depending on the code in the creative, autoplay videos might count an interaction.

34. Video Midpoints

    Video Midpoints
    Rich Media
    
    The number of impressions for which an ad clip played to the midpoint of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the video, no midpoint is logged.

35. Video Muted At Start

    Video Muted At Start
    Rich Media
    
    The number of impressions where the video player had a volume of 1% or lower at start.

36. Video Mutes

    Video Mutes
    Rich Media
    
    The number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the video plays. One mute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action.

37. Video Pauses

    Video Pauses
    Rich Media
    
    The number of impressions for which the user paused the video clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the video multiple times.

38. Video Player Location Avg Pixels From Left

    Video Player Location Avg Pixels From Left
    Rich Media
    
    The average number of pixels from the left edge of the browser that the video player was located.

39. Video Player Location Avg Pixels From Top

    Video Player Location Avg Pixels From Top
    Rich Media
    
    The average number of pixels from the top edge of the browser that the video player was located.

40. Video Player Size Avg Height

    Video Player Size Avg Height
    Rich Media
    
    The average height, in pixels, of the video player that your impressions served in.

41. Video Player Size Avg Width

    Video Player Size Avg Width
    Rich Media
    
    The average width, in pixels, of the video player that your impressions served in.

42. Video Plays

    Video Plays
    Rich Media
    
    The number of served video impressions, counted when the video clip was played or started by the user. Only one video play is counted, even if the user stopped and restarted the video. This metric is also known as "video starts."

43. Video Progress Events

    Video Progress Events
    In-stream video
    
    

    The number of times a user has either played 30 seconds of a video or played the entire video to its completion (whichever is shorter).

    This metric is only available when tracking skippable video inventory.

44. Video Prominence Score

    Video Prominence Score
    In-stream video
    
    The prominence score of video impressions reported as low, medium, and high. Video player size and location determine prominence. Large video players located at the top left of the browser window are high prominence. Small video players located at the bottom right of the browser are low prominence. More about prominence.

45. Video Replays

    Video Replays
    Rich Media
    
    The number of impressions for which a user restarted a video clip after it was stopped or paused. Only one replay is counted per impression, even if the user stopped and restarted the video multiple times.

46. Video Skips

    Video Skips
    In-stream video
    
    

    The number of times a user has skipped a video clip that was playing.

    This metric is only available on VAST 3.0 compliant publishers with skippable inventory, when "Include skip button" is enabled at the creative level.

47. Video Stops

    Video Stops
    Rich Media
    
    

    The number of impressions for which a user stopped a video clip that was playing. Only one stop is counted per impression, even if the user restarted and stopped the video multiple times.

48. Video Third Quartile Completions

    Video Third Quartile Completions
    Rich Media
    
    The number of impressions for which an ad clip played to the end of the third quarter of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the video, no third quartile completion is logged.

49. Video Unmutes

    Video Unmutes
    Rich Media
    
    The number of impressions for which mute was turned off to allow the video's sound to be played. An unmute is counted even if the user unmutes the ad before the video plays. One unmute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player unmutes are counted. Instances where the user unmuted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action.

50. Video View Rate

    Video View Rate
    Rich Media
    
    The percentage of the ad clip that was played. For example, if a user plays 20 seconds of a 30-second ad clip, then the rate is reported as 66.66%.

51. Video Views

    Video Views
    Rich Media
    
    The number of impressions for which a video clip was played. An event is logged only once per impression, even if the video is played multiple times. The user doesn't need to play the entire clip; if any portion is played, including if the video was autoplayed, an event is logged.

Custom Rich Media metrics

1. Counters (custom Rich Media)

   Rich Media custom events that are used to track the number of times a given action is taken. Actions can include mouse-overs, clicks, video plays, and other types of user interaction.

2. Custom Variable Count

   Custom Variable Count
   Rich Media
   
   

   The aggregate number of events that occur for each custom variable and other dimensions in your report. There are separate custom variable metrics for each custom variable.

3. Exits

   Exits
   Rich Media
   
   

   Rich Media custom events that take place when a user clicks on or otherwise interacts with a Rich Media creative in a way that takes the user to a new webpage.

4. Timers

   Timers
   Rich Media
   
   

   Custom Rich Media events that record the time between two other events. For example, timers can track how long a video is displayed, the duration of a mouse-over, the time between clicks, and so on.

   In reports:

   • Timers shows the number of times that timers were triggered in the Rich Media creative.

   • Average Time shows the average time, in seconds, that each timer event lasted.

Custom Rich Media dimensions

1. Custom variable

   Studio allows you to add custom variables to Rich Media creatives, like tracking for impressions or click counts against a custom reporting label that you’ve specified. You can then track user interactions for these values.