Awareness & Performance Metrics

In addition to tracking ad impressions, clicks, and other derivatives of these parameters, ASX also gathers a set of performence metrics that can be used to compare ads and evaluate the effect of advertising campaigns.

These perfomence metrics can be viewed in the performence report and include the following.

Inscreen Impressions

The number of impressions that have been viewable in screen. To improve your campaign in terms of Inscreen Impression you could try to target the campaign "Above the fold" but note that by doing so the volume of available impressions will decrease. You could also consider using ad format usually found at the top part of a page, such formats include among others 728x90 and 980x120. 

See the Viewability-page for more details on inscreen impressions.

Impact

Impact is the time the banner have been visible in the browser (in seconds) multiplied with the banners visible area.

Dwell Time

Dwell Time is the time (in seconds) that a user have positioned the mouse pointer above the banner (hovering). It could indicate that the user have seen the banner.

Engagement Rate (ER)

Engagement Rate is a rate of how "engaging" an ad have been per impression. It is calculated by dividing # mouse hovers by # imps. 

Impact Rate (IR)

Impact Rate is the impact per impression (impact / # imps).

Technical notice

•  If the ad is rendered inside an IFrame all tracking of these metrics will be disabled since IFrames will brake our ability to correctly determine where the ad is located unless one of the following is true
  
  • The ad is rendered in a Friendly IFrame.
  • The ad is rendered in a IAB SafeFrame where the host have implemented support for
    •  $sf.ext.winHasFocus()
    • $sf.ext.inViewPercentage()
    • $sf.ext.geom().self.xiv
    • $sf.ext.geom().self.yiv
• No mesurements are performed for Facebook impressions.