This article provides transit agencies with Umo Rewards key performance indicators (KPIs).
This Help article provides you with details on:
Image Ad / HTML5 Ad KPIs
- Impression
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- Each time 50% of an ad is shown and viewable on the screen for 1 second or longer, it's counted as one impression.
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- Click
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- Each time a user clicks on an ad call-to-action (CTA) or anywhere on the ad.
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- Click-Through-Rate (CTR)
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- An image ad CTR is a percentage calculated as follows:
- CTR = number of clicks / number of impressions.
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Video Ad KPIs
- Impression
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- Each time 50% of an ad is shown and viewable on the screen for 1 second or longer, it's counted as one impression.
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- Viewable Impression
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- Each time 50% of an ad is shown and viewable on the screen for 2 seconds or longer, it's counted as one viewable impression.
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- Partial View
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- Each time a video ad plays continuously less than 30 seconds or less than a full duration of the ad, it’s counted as a partial view.
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- View
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- Each time a video ad plays continuously up to 30 seconds or a full duration of the ad of less than 30 seconds, it's counted as a view.
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- Full View
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- Each time a video ad plays a full duration of the ad, it’s counted as a full view.
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- Ad View Time
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- Ad view time is a duration in seconds that a user watched your video ad during a set time period.
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- Average Ad View Time
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- Average ad view time is an average duration in seconds that users watched your video ad during a set time period.
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- Ad Serving Time
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- Ad serving time is the time that the ad started displaying on the apps and/or devices.
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- Click
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- Each time a user clicks on an ad call-to-action (CTA).
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- Click-Through-Rate (CTR)
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- A video ad CTR is a percentage calculated as follows:
- CTR = number of clicks / number of impressions.
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- View Rate
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- A video view rate is a percentage calculated as follows:
- View rate = number of views / number of impressions.
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Ad Costs
- The amount of dollars that your campaign has used given the reporting period.