Metrics Calculations

This section explains the logic behind the metrics calculations, product-wise.

Monetization Metrics

Metrics	Logic description
Revenue	Revenue is your portion of revenue after fees and the negotiated Insticator portion of the revenue share. Factors that can influence revenue are: - Seasonality - CPM - Page views - ession duration - Ad sizes - Quantity of ad placements - Ad formats (display, video) - Ad fill rates - Viewability
Average RPM	Average RPM is the total net ad revenue per thousand monetizable page views and is calculated by taking the total net revenue, for the selected time period, and dividing it by the total monetizable page views, then multiplying by 1,000. Note: A “Monetizable Page View” is defined as the first insticator element loaded on a page EXCLUDING the header
Average CPM	Average CPM metric is calculated by taking the total net revenue and dividing by total impressions (both initial load impressions and refresh impressions)
Impressions	Total count of ad impressions including initial load and refresh impressions
Monetizable Page View	A Monetizable Page View is defined as the first insticator element loaded on a page EXCLUDING the header. The Monetizable Page Views report is a count of those page views for the selected time period. It excludes page views from bots, robots, crawlers or pages without advertisements.
Average Ad Viewability	The Ad Viewability metrics come directly from Google Ad Management (GAM) data. Google, therefore, defines what is viewable. Current definition per Google Support page is: An impression is considered a viewable impression when it has appeared within a user’s browser and had the opportunity to be seen. The Interactive Advertising Bureau (IAB) defines a viewable impression as an ad that meets the following criteria: For ads, 50% of the ad’s pixels are visible in the browser window for a continuous 1 second. For larger ads (those greater than 242,000 pixels), 30% of the ad’s pixels are visible in the browser window.
Average Video RPM	Average Video RPM is the total net video ad revenue per thousand monetizable page views and is calculated by taking the total net video revenue, for the selected time period, and dividing it by the total monetizable page views, then multiplying by 1,000. Note: A “Monetizable Page View” is defined as the first insticator element loaded on a page EXCLUDING the header
Video Ad Impressions	Total count of video ad impressions
Average Video Viewability	The Video Viewability metrics for this report come directly from Google Ad Management (GAM) data. Google, therefore, defines what is viewable. Current definition per Google Support page is:. The Media Rating Council (MRC) and the Interactive Advertising Bureau (IAB) defined what viewable means. If 50% of a video ad’s pixels appear on-screen for at least 2 consecutive seconds, an ad is deemed viewable.

Commenting Metrics

Metrics	Logic description
Avg. Comments per Unique User	The Average Comments per Unique User is calculated by taking the total comments (both root and replies) and dividing by users who made at least one comment during the rolled-up time period
Avg. Time on Site Uptick	To calculate the Avg Time on Site Uptick metric we estimate how much additional time commenting users spend on the site for the rolled-up time period. The estimate is based on data from both known and unknown users. The estimated reaction time is allocated as follows: Comment/Reply - 60 seconds, Reaction (vote/emoji) - 5 seconds, Load more comments - 90 seconds, and Show more replies - 60 seconds. Once we have the total time, we divide the above number by taking the user groups of commenters and users who click load more comments/replies.
Avg. Reactions per Comment	The Avg Reactions per Comment is calculated by taking all reactions for the rolled-up period and dividing that number by the total comments that received at least one reaction during that same time period
Avg Percent of Visitors who Click	The Avg Percent of Visitors who Click is calculated by taking the total number of clicks of the Commenting Beeline icon divided by the total number of commenting loads during that same period

Trivia & Polls Metrics

Metrics	Logic description
Avg. Cards per Unique User	The average Cards per Unique User is calculated by taking the Total Answers and dividing it by the total unique users.
Engagement Rate	The Engagement Rate is calculated by taking the total number of trivia answers and dividing it by the UNIQUE viewable trivia units on the page.

Updated over 2 years ago