📚 Statistics glossary

This glossary defines the key metrics and terms used throughout the Collective Audience™ platform's dashboards, detail views, and reports.

📈 Impressions

Impressions

The total number of times a content, creative, or campaign was displayed somewhere on a page.

Visible Impressions

Subset of impressions where the creative met the MRC50 visibility criteria: 50% during 1 consecutive second at least.

👆 Engagements

First engagements (FUAs)

The number of first meaningful interactions (click, slider movement, input focus, media action) by a unique user during a session.

Engagement rate

Ratio of first engagements to visible impressions.

Engagements

The number of total meaningful interactions made by users collected in interactive content.

🗳️ Votes

First votes

The number of first choices made in interactive content (polls, quizzes, etc.) by a unique user during a session.

Votes

The total number of choices made by users in interactive content (polls, quizzes, etc.).

Vote rate

Ratio of votes to visible impressions.

Vote rate per engaged users

Ratio of votes to first engagements.

📤 Exits / clicks

Clicks (exits)

The number of outbound clicks from the content or creative (e.g., to a landing page or external URL).

CTR (click-through rate)

Ratio of clicks to visible impressions.

Click rate per engaged users

Ratio of clicks to first engagements.

🧾 Leads

Opt-ins

User-submitted data from newsletter forms, checkboxes, etc.

Form submits

Submission of lead generation forms (email, phone, etc.).

⏱️ Time metrics

Total time exposed

Cumulative time users spent viewing the content or creative.

Average time exposed

Average time per exposed session.

Average time by engagement

Average time for users who had a first engagement (FUA).

Average time by click

Average time before an exit occurred.

Time to complete

Time taken by users to complete all "bricks" of a creative.

Time to engagement / click / complete

Time taken from load to respective interaction.

🎬 Video metrics

Video starts

Number of times a video began playback.

Video quartiles

Number of views reaching 25%, 50%, 75%, and 100% (Complete).

Video completes rate

Ratio of complete views to video starts.

Video progress (2, 5, 10, ..., 30%)

Custom progress points tracked within the video timeline.

💰 Revenue & cost

Spent

Cost for the advertiser or internal campaign manager.

Revenue

Income generated by the publisher.

CPM (Cost per mille)

Cost per 1000 impressions.

vCPM

Cost per 1000 visible impressions

eCPM / eVCPM

Effective CPM, calculated using total revenue and impressions/visible impressions.

🎯 Objective monitoring

Objective progress

Percentage of goal reached for a given campaign (if an objective is set).

⚙️ Data scope terms

Global

Cumulative stats since the creation of the object.

Today / yesterday

Stats isolated for today or the previous day.

Current version

Stats recorded since the last update of the object.