Standard metrics

The following table lists the standard metrics (also referred to as events) that are available in DoubleClick Rich Media. (If you're a Rich Media data transfer customer, see DoubleClick Rich Media standard metrics using data transfer.)


Metric Description
Clicks The number of triggered exit links from the Flash creative plus the number of clicks on the backup image.
Average display time The average time, in seconds, that each Rich Media ad is displayed to users. For ads with multiple assets (for example, an In-page with Floating), display time is only counted for the out-of-banner asset. This number is reached using this calculation:

Rich Media display time / Total Rich Media impressions

Any display times that exceed several minutes are capped. Extended display time can occur, for example, when a user opens a browser then steps away from the computer without closing the browser. The capping rule helps prevent skewed results for average display time in reporting.
Full-screen average view time The average time, in seconds, that a user views a Rich Media ad in full-screen mode.
Average interaction time The average time, in seconds, that a user interacts with a Rich Media ad. An interaction is any mouse movement that a user performs over an ad for more than one second (for example, clicking an ad or positioning the cursor over a specific part of an ad).

Multiple interactions with an ad during a single ad view are aggregated. For example, if the user mouses over an ad for one second, then mouses off, then on again for two seconds, a total of three seconds of interaction time is recorded.
Backup image The number of times that a backup image is served in place of a Rich Media ad. A backup image can be shown under these circumstances:
  • The user is using an unsupported browser or operating system.
  • The Flash application isn't installed on the user's browser.
  • The Flash-published version is higher than what is installed on the user's browser.
  • The publisher implementation of iframe is incorrect or invalid.
Note: This event isn't available for non-Rich Media ads.
Code serves The number of times that the code for an interstitial ad (for example, Floating) is served by an ad server to a user's browser. This number can be greater than or equal to the number of impressions that are delivered. This is because, in some cases, the code for an interstitial ad is served to a user's browser but the ad isn't displayed. As a result, the code can be served without an impression's being counted.

You can compare this metric to the number of delivered impressions to determine a play ratio. This metric is presented as a total number in reporting and isn't presented for standard ads like In-page or Expanding.
Total display time The number of seconds that the Rich Media ad is displayed to users. For ads with multiple assets (for example, an In-page with Floating), total display time is only counted for the out-of-banner asset. This number is reached using this calculation:

Total display time x Rich Media impressions
Dynamic impressions The number of times that a Rich Media dynamic creative is displayed. Impressions are counted when the ad is served.
Expansion time The average time, in seconds, that an Expanding ad is viewed in an expanded state.

Any expansion times that exceed several minutes are capped. Extended expansion time can occur, for example, when a user opens an expanding ad then steps away for an hour without collapsing the ad or closing the browser. The capping rule helps prevent skewed results for average display time in reporting.

While this event is counted only once per impression (see Rich Media expansions, below), the time that the ad remains in an expanded state is recorded as the total expansion time. For example, if a user expands an Expanding ad for 10 seconds, and then the same user expands the ad a second time for 10 seconds, the number of expansions is recorded as one, and the total expansion time is recorded as 20 seconds.
Expansions The unique number of impressions where an Expanding ad is viewed in an expanded state.

Note: This metric isn't tracked with IM expand creatives. It's recommended that you use a custom counter with such ads.
Video first quartile completions The number of times that a video plays to 25% of its length.

Note: This metric applies to In-Stream Videos and Rich Media VPAID creatives only.
Full-screen impressions A metric that measures an impression only once when a user opens an ad in full-screen mode. This is a non-cumulative event.
Full-screen video completions This reporting metric is deprecated and should not appear for ads built in DoubleClick Studio.
Rich Media full-screen view time The number of seconds that a Rich Media ad is viewed in full-screen mode.
Full-screen video plays The number of times that a Rich Media ad is viewed in full-screen mode.
HTML5 impressions The number of times that a Rich Media HTML5 ad is displayed. Impressions are counted when an HTML5 creative, built in DoubleClick Studio, is served.
Rich Media impressions The number of times that a Rich Media ad is displayed.
Interaction rate The ratio of Rich Media ad interactions to the number of times that the ad is displayed. This number is reached using this calculation:

Rich Media interactive impressions/Rich Media impressions

For example, if a Rich Media ad is displayed ten times, and two impressions experienced user interaction with the ad, then the Rich Media interaction rate is reported as 20 percent.
Total interaction time The time, in seconds, that users interact with a Rich Media ad. This number is reached using this calculation:

Average interaction time x Interactive impressions
Total interactions The 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 on user interaction, such as video plays, video mutes, Rich Media expansions, Rich Media interactive impressions, and Rich Media closes.
Interactive impressions The number of impressions that occur when a user interacts with a Rich Media ad. Interactive impressions are captured when the user:
  • clicks an exit link
  • makes the ad display full-screen
  • mouses over the ad for at least one continuous second
  • expands the ad
Manual closes The number of times that a user manually closes a Floating, Expanding, Desktop Application/IM Expand, or In-page with Floating ad.

Note: This metric isn't tracked automatically by Rich Media. The ad designer must add the necessary event function to a close button for this metric to be tracked.
Rich Media pre-fetch serves The number of times that the code for a pre-fetch ad tag was served by an ad server to a user's browser. This number can be greater than or equal to the number of impressions that are delivered. This is because, in some cases, the code for a pre-fetch ad is served to a user's browser but the ad isn't displayed. As a result, the code can be served without an impression's being counted.
Video third quartile completions The number of times that a video plays to 75% of its length.

Note: This metric applies to In-Stream Videos and Rich Media VPAID creatives only.
Video completions The number of times that a video plays to its completion. For example, a 30-second video that plays for its full 30 seconds.
Video full screen The number of times that a video plays in full-screen mode.

Note: For Windows Media Player video only.
Video interaction rate The ratio of video interactions to video plays. This number is reached using this calculation:

Video interactions / Video Plays
Video interactions The number of times that a user clicks on the graphical controls of a video player. This metric is recorded by measuring any changes to the video play experience other than auto-play and auto-complete.
Video length This reporting metric is deprecated and should not appear for ads built in DoubleClick Studio.
Video midpoints The number of times that a video is played until the middle of its view length.
Video mutes The number of times that a video is muted.
Video pauses The number of times that a video is paused.
Video plays The number of times that a video is played.
Video replays The number of times that a video is restarted.
Video stops The number of times that a video is stopped.
Video unmutes The number of times that a video is unmuted after starting in the mute state.

Note: This event is only recorded for Rich Media video. It isn't recorded for DoubleClick In-Stream.
Video view rate The percentage of a video that a user watched. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66.

Note: You must enter a video length value in DART for this metric to be calculated.
Video view time The average time, in seconds, that a video is viewed per view. This number is reached using this calculation:

Total Video View Time / Video Plays

For example, a 20-second video is viewed by one user for 20 seconds. A second user views the same video for only 10 seconds. The video view time is calculated as 15.00 seconds.

Note: If a user drags the scrubber (video timeline) backward or stops the video altogether, the video view time is stopped.