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Metrics glossary

Every report in the Analytics workspace uses the same vocabulary. This page defines each term once, so a number means the same thing whether you see it on the KPI strip, the funnel, or a benchmark card. For per-video reporting, see Video metrics.

Reach​

  • Impression — A player load. The player appeared on the page, whether or not playback started.
  • View — A qualified player load. Depending on your build and host, "views" may filter out immediate closes; the wording follows the UI.

Playback​

  • Play — Playback actually started, either because Smart Autoplay engaged or the viewer pressed play.
  • Play rate — Plays ÷ impressions (some views phrase it as plays ÷ qualified views). It measures how good you are at turning a loaded player into a started video.

Attention​

  • Watch time — Total minutes watched across all plays in the period.
  • Avg watch time — Watch time per play, shown as minutes and seconds.
  • Retention — The percentage of a video's length that viewers watch, aggregated into the retention curve. Normalized to 100% playback length so videos of different durations compare fairly.
  • Pitch retention — The share of viewers still watching when the offer reveals. It tracks revenue more closely than overall retention.

Intent and conversion​

  • CTA click — A viewer hit a programmable call to action in the player.
  • CTA CTR — CTA clicks ÷ pitch viewers — the share of people who reached the offer and then clicked.
  • Conversion — A completed purchase or sign-up.
  • Conversion rate (CR) — End-to-end this is conversions ÷ impressions; some reports show step CR (conversions ÷ plays). The Funnel report labels which one it's showing.

Money​

  • Revenue — Income for the period, in your workspace currency.
  • Avg order — Revenue ÷ conversions — the average value of one sale.
  • Revenue / play — Revenue ÷ plays — the average dollar value of a single play, and the fairest way to compare videos of different sizes.
  • Refund rate — Refunds ÷ revenue. Lower is better, so it's an inverted metric on Benchmarks.

Audience​

  • Attention score — A per-viewer 0–100 score blending watch depth, interactions, and return frequency. See Audience insights.
  • Predicted LTV — Forecast lifetime value of an identified viewer.
  • Churn risk — The likelihood an engaged viewer stops returning.

How the metrics chain together​

Reach becomes playback becomes attention becomes conversion becomes money. Each stage divided by the one before it is a rate: play rate, pitch reach, CTA CTR, CR. When a number looks off, walk the chain — a low CR with a healthy play rate usually points to a problem later in the funnel, not upstream.

Frequently asked questions​

What's the difference between an impression and a view?

An impression is any player load. A view is a qualified load — depending on your build it may exclude instant closes. A play is when playback actually starts.

Why does conversion rate differ between reports?

End-to-end CR is conversions ÷ impressions; step CR is conversions ÷ plays. The Funnel report states which it shows, so compare like with like.

Which single metric best predicts revenue?

Pitch retention for attention and revenue per play for outcome. Overall retention can look fine while viewers still leave right before the offer.