Standard metrics

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.

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.

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.

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.

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

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 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.

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

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.

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

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.

Impressions of Rich Media creatives.

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.

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:

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

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.

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.

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

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.