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Rich Media reporting metrics using Data Transfer

The following table lists the standard metrics available in DoubleClick Rich Media. The Calculation column shows you how to interpret this field from Rich Media Data Transfer log files (aka MET DT).

You can find Met-Event-ID definitions in the Rich Media DT/MT setup form.  MET-Event-IDs and MET-Event-Names are delivered via Google Cloud Storage in the met_<id>.log.gz match table.

See the Data Transfer topic in the DoubleClick Campaign Manager (DCM) Help Center for more information.

Metric Description Calculation
Clicks

The total number of all clicks and triggered exit links for both the Rich Media creative and the backup image.

Note: There's a difference between clicks and exit links. See Exit and click discrepancies for more information.
N/A
Rich Media backup image The total number of times 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 publisher implementation of iframe is incorrect or invalid.
Note: This event is not available for non-Rich Media ads.
SUM of Met-Event-Count where Met-Event-ID = 9 for a given Creative-ID and/or Rendering-ID
Rich Media code serves The number of times that the code for an interstitial ad (for example, Expanding) 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 is not displayed. Consequently, 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 is not presented for standard ads such as Banner or Expanding.
N/A
Rich Media display time The average amount of time, in seconds, that each Rich Media ad is displayed to users. For ads with multiple assets (for example, a Rich Media Banner with Floating ad), the display time is only counted for the out-of-banner asset.

This number is reached using the following calculation:
Rich Media display time / Total Rich Media Impressions

Any display times that exceed several minutes are capped. This 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.
SUM of Met-Event-Time where Met-Event-ID = 2 for a given Creative-ID and/or Rendering-ID
DIVIDED by SUM of Met-Event-Count where Met-Event-ID = 2
Rich Media expanding time The average amount of time, in seconds, that an Expanding ad is viewed in an expanded state.

Any expansion times that exceed several minutes are capped. This extended expansion time can occur, for example, when a user opens an expanding ad on his or her browser 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.
SUM of Met-Event-Time where Met-Event-ID = 10 for a given Creative-ID and/or Rendering-ID
DIVIDED by SUM of Met-Event-Count where Met-Event-ID = 10
Rich Media expansions The number of times an Expanding ad was expanded, and the total amount of time an ad was in an expanded state.

This event is counted only once per impression, while the time the ad remains in an expanded state is recorded as a total expansion time.

For example, if an Expanding ad is expanded by a user for 10 seconds, and then expanded by the same user a second time for 10 seconds, the number of Expansions is recorded as one, and the total Expanding Time is recorded as 20 seconds.
SUM of Met-Event-Count where Met-Event-ID = 10 for a given Creative-ID and/or Rendering-ID
Rich Media 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.
SUM of Met-Event-Count where Met-Event-Type-ID = 286263 for a given Creative-ID and/or Rendering-ID
Rich Media full-screen video completes The number of times a Rich Media ad played to completion in full screen mode. This reporting metric is deprecated and should not appear for ads created using DoubleClick Studio. N/A
Rich Media full-screen video plays The number of times a Rich Media ad played in full-screen mode. This reporting metric is deprecated and should not appear for ads created using DoubleClick Studio. N/A
Rich Media full-screen view time The average time that a user viewed a Rich Media ad in full screen mode. SUM of Met-Event-Time where Met-Event-ID = 7 for a given Creative-ID and/or Rendering-ID
DIVIDED by SUM of Met-Event-Count where Met-Event-ID = 7
Rich Media impressions The number of times that a Rich Media ad is displayed. Can be obtained via the impression Tata Transfer file.
Rich Media interaction rate 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.
SUM of Met-Event-Count where Met-Event-ID = 4 for a given Creative-ID and/or Rendering-ID DIVIDED by Rich Media Impressions
Rich Media interaction time The average amount of 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 a 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.
SUM of Met-Event-Time where Met-Event-Id = 3 for a given Creative-ID and/or Rendering-ID
DIVIDED by SUM of Met-Event-Count where Met-Event-ID = 4
Rich Media interactive Impressions The number of impressions that occurred when a user interacted with a Rich Media ad. Interactive impressions are captured when the user:
  • Clicks an Exit link
  • Makes the ad display in Full Screen mode
  • Mouses over the ad for at least 1 continuous second
  • Expands the ad.
SUM of Met-Event-Count where Met-Event-ID = 4 for a given Creative-ID and/or Rendering-ID
Rich Media manual closes The number of times that a user manually closes an Interstitial, Expanding, or Banner with Floating ad.

Note: 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.
SUM of Met-Event-Count where Met-Event-ID = 8 for a given Creative-ID and/or Rendering-ID
Rich Media total display time 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 Banner 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 x Rich Media impressions
SUM of Met-Event-Time where Met-Event-ID = 2 for a given Creative-ID and/or Rendering-ID
Rich Media total interaction time 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 x Rich Media interactive impressions
SUM of Met-Event-Time where Met-Event-ID = 3 for a given Creative-ID and/or Rendering-ID
Rich Media total interactions 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. SUM of Met-Event-Count for all Custom Events and listed Standard Event metrics
Video completes The number of times a video played to its completion. For example, a 30-second video that plays for its full 30 seconds. SUM of Met-Event-Count where Met-Event-ID = 13 for a given Creative-ID and/or Rendering-ID
Video full screen The number of times video played in full screen mode.

Note: This event is applicable only to Windows Media Player video.
SUM of Met-Event-Count where Met-Event-ID = 19 for a given Creative-ID and/or Rendering-ID
Video interaction rate The ratio of video interactions to video plays. This number is reached using the following calculation:

Video interactions / Video Plays
SUM of Met-Event-Count where Met-Event-ID = 14 for a given Creative-ID and/or Rendering-ID
/ SUM of Met-Event-Count where Met-Event-ID = 11 for a given Creative-ID and/or Rendering-ID
Video interactions The number of times a user clicked 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. SUM of Met-Event-Count where Met-Event-ID = 14 for a given Creative-ID and/or Rendering-ID
Video length The duration, in seconds, of a video ad. This field must be completed by the trafficker in the ad server interface. Data comes from a field in the creative properties.

Note: Video length isn't included in the default Met-Event match table.
Video mutes The number of times a video was muted. SUM of Met-Event-Count where Met-Event-ID = 16
Video pauses The number of times a video was paused. SUM of Met-Event-Count where Met-Event-ID = 15
Video plays The number of times a video was played. SUM of Met-Event-Count where Met-Event-ID = 11
Video replays The number of times a video was restarted. SUM of Met-Event-Count where Met-Event-ID = 17
Video stops The number of times a video was stopped. SUM of Met-Event-Count where Met-Event-ID = 20
Video unmutes The number of times a video was unmuted after starting in the mute state.

Note: This event is only recorded for Rich Media Video. It is not recorded for DoubleClick In-Stream.
SUM of Met-Event-Count where Met-Event-ID = 149645
Video view rate The percentage of a video watched by a user.

For example, a user watched 20 seconds of a 30-second video. The Video View Rate percentage is calculated as 66.66.
N/A

Rate info from the UI DIVIDED by Video Length

Note: Video length isn't included in the default Met-Event match table.
Video view time The average amount of time, in seconds, that a video was viewed per view. This number is reached using the following 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.
SUM of Met-Event-Time where Met-Event-ID = 11 for a given Creative-ID and/or Rendering-ID
DIVIDED by SUM of Met-Event-Count where Met-Event-ID = 11
 

 

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