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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.)
MetricCategoryDefinition
Average Display TimeRich MediaThe average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted.
Average Expansion TimeRich 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.
Average Interaction TimeRich Media

The average amount of time, in seconds, that each user interaction with a Rich Media creative lasted. An interaction is counted when a user moves the mouse cursor over the creative. To ensure that accidental mouse movements aren't counted, interactions that last less than 1 second are discarded. Similarly, if the mouse stops moving for more than a second, DDM Reporting stops counting additional interaction time. When the mouse then begins moving again, if the cursor stays over the creative for more than a second, additional interaction time will be counted. The time is cumulative; only one interaction is counted per impression.

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

For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), interaction time is counted for the external element only. For Rich Media expanding creatives, interaction time is counted even when the creative is not expanded. For Floating with reminder creatives, the interaction time is only counted for the floating element.

The average interaction time does not take into account Rich Media impressions for which no interaction was recorded.
Average TimeRich MediaThe 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.
Backup ImageRich Media

The total number of times that a backup image was served in place of an HTML5 asset during the specified date range.

Some common reasons a backup image is served:

  • The user is using an unsupported browser or operating system

  • The user's browser doesn't have JavaScript enabled

  • Flash isn't installed in a user's browser

  • The Flash version of the creative is more recent than the Flash version installed in a user's browser

Code ServesRich Media

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

For Rich Media In-Page creatives, the number of code serves should be the same as the number of impressions. However, for Rich Media Interstitial creatives, there might be more code serves than impressions. That's because the Rich Media Interstitial creative isn't displayed when the webpage is first loaded. Instead, DCM first serves the Rich Media code, which tells the browser when and how to display the interstitial 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 interstitial asset is requested by the browser. In some cases, the Rich Media code tells the browser to wait several seconds before launching the interstitial asset, 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.

Counters (Rich Media)Rich Media

This custom metric counts the number of times that a user interacts with any part of a Rich Media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured by the creative code can be recorded with a counter.

By default, only one counter event is counted per impression (except for exit links, which are counted every time). However, the designer can override this default to allow multiple events to be counted within a single impression.

Custom Variable CountRich 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.

ExitsRich 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.

Expansion TimeRich Media

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

ExpansionsRich Media

The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression.

For third-parties to measure expansions in real-time, you can manually add the dc_expa= parameter to your placement tags.

Full-screen Average View TimeRich 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.
Full-screen ImpressionsRich 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.

HD Video Player Size ImpressionsRich MediaThe number of impressions that served to a HD video player (1280 pixels wide by 720 pixels high, or larger).
Interaction RateRich 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.

Interactive ImpressionsRich Media

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.

Large Video Player Size ImpressionsRich MediaThe number of impressions that served to a large video player (greater than 400 pixels wide by 300 pixels high, but smaller than 1280 pixels wide by 720 pixels high).
Manual ClosesRich 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.
Measurable Impressions For AudioRich MediaThe number of impressions that were measured by Verification for audio.
Measurable Impressions For Video Player LocationRich MediaThe number of impressions that were measured by Verification for video player location.
Measurable Impressions For Video Player SizeRich MediaThe number of impressions that were measured by Verification for video player size.
Percentage Of Measurable Impressions For AudioRich MediaThe percentage of impressions that were measured by Verification for audio.
Percentage Of Measurable Impressions For Video Player LocationRich MediaThe percentage of impressions that were measured by Verification for video player location.
Percentage Of Measurable Impressions For Video Player SizeRich MediaThe percentage of impressions that were measured by Verification for video player size.
Rich Media Click RateRich Media

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

(Rich Media clicks ÷ Rich Media impressions) × 100%
Rich Media ClicksRich 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.

Rich Media ImpressionsRich Media

Impressions of Rich Media creatives.

Small Video Player Size ImpressionsRich MediaThe number of impressions that served to a small video player (less than 400 pixels wide by 300 pixels high).
TimersRich 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.

Total Display TimeRich 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
Total Interaction TimeRich 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
Total InteractionsRich 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.

Video Average View TimeRich 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.

Video CompletionsRich MediaThe 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.
Video First Quartile CompletionsRich MediaThe 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.
Video Full-ScreenRich MediaThe number of impressions for which an ad clip was played in full-screen mode. An event is logged only once per impression.
Video Interaction RateRich Media

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

Video interactions ÷ Video plays
Video InteractionsRich MediaThe number of custom and standard events that were triggered when users interacted with Rich Media creatives. 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, expansions, and so on.
Video LengthDeliveryThe length, in minutes and seconds, of a video asset.
Video MidpointsRich MediaThe 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.
Video Muted At StartRich MediaThe number of impressions where the video player had a volume of 1% or lower at start.
Video MutesRich MediaThe 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.
Video PausesRich MediaThe 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.
Video Player Location Avg Pixels From LeftRich MediaThe average number of pixels from the left edge of the browser that the video player was located.
Video Player Location Avg Pixels From TopRich MediaThe average number of pixels from the top edge of the browser that the video player was located.
Video Player Size Avg HeightRich MediaThe average height, in pixels, of the video player that your impressions served in.
Video Player Size Avg WidthRich MediaThe average width, in pixels, of the video player that your impressions served in.
Video PlaysRich MediaThe number of served video impressions, counted when the video clip was played or started. Only one video play is counted, even if the user stopped and restarted the video. This metric is also known as "video starts."
Video Prominence ScoreIn-stream videoThe 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.
Video ReplaysRich MediaThe 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.
Video StopsRich 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.

Video Third Quartile CompletionsRich MediaThe 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.
Video UnmutesRich MediaThe 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.
Video View RateRich MediaThe 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%.
Video ViewsRich MediaThe 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, an event is logged.