Metrics Explanation

1.Data Analysis Metrics

Data metrics used for data analysis can be divided into two categories: Performance Metrics、Interaction Metrics.

1.1 Performance Metrics

Performance metrics: Cost/Impression/Click/Conversion/Click-through rate (CTR)/Conversion rate/Cost per thousand impressions (CPM)/Cost per click (CPC)/Cost per conversion, defined in accordance with the advertising platform.

Specific Metrics：IVR = Conversions/Impressions

1.2 Interaction Metrics

1）Interaction Metrics

First Interaction Rate: The number of times users trigger a first interaction such as clicks or drags / The number of times the playable creative is displayed.

Game end Rate: The number of times users reach the end scene or satisfy specific end conditions /The number of times the playable creative is displayed.

Effective Interactions: The average number of interactive actions that users trigger during each playable impression.

Replay Rate: The number of times users trigger a replay / The number of times the playable creative is displayed.

TTE: The average time from Creative display to the first interaction by the user (not counted if no first interaction is triggered).

Duration of gameplay: The average duration from Creative display to the end of play by the user (not counted if no playthrough is triggered).

2）Conversion Metrics

Redirect Rate: The number of users who navigate to other URLs or app stores from the Creative divided by the number of playable impressions.

Redirect Rate during gameplay: The number of users who navigate to other URLs or app stores during the gameplay / The number of times the playable creative is displayed.

Redirect Rate after gameplay: The number of users who navigate to other URLs or app stores after the gameplay / The number of times the playable creative is displayed.

3）Loss Metrics

Loss Rate before interaction: The number of users who lose before triggering any interaction / The number of times the playable creative is displayed.

Loss Rate after interaction: The number of users who lose after interaction without navigating to other URLs or app stores / The number of times the playable creative is displayed.

Loss Rate during gameplay: The number of users who lose during the gameplay without navigating to other URLs or app stores / The number of times the playable creative is displayed.

Loss Rate after gameplay: The number of users who lose at the end of the gameplay without navigating to other URLs or app stores / The number of times the playable creative is displayed.

2.Scene Analysis Metrics

The metrics for scene analysis can be divided into three categories: Interaction Metrics、Conversion Metrics、Loss Metrics.

2.1 Interaction Metrics

Scene Arrival:Number of times users arrived the current scene.

Scene Duration:Average time of user stay in this scene (excluding those who have not navigated).

Redirect to Another Scene:Number of times users redirected from the current scene to another scene.

Rate of Redirection to Another Scene:Redirect to Another Scene / Scene Arrival

Scene First Interaction:The first time a user triggers a click, drag, or other interactive action is counted as a first interaction.

First Interaction Rate:Scene First Interaction / Scene Arrival

2.2 Conversion Metrics

Scene Redirect:When users navigate to other URLs or app stores, it's counted as a redirect.

Scene Redirect Rate:Scene Redirect / Scene Arrival

2.3 Loss Metrics

Scene Loss:Number of users who dropped out without navigating to other URLs or app stores.

Scene Loss Rate:Scene Loss / Scene Arrival

Scene Loss before Interaction:Count of users who dropped off before initiating any interactive actions.

Scene Loss Rate before Interaction:Scene Loss before Interaction / Scene Arrival before Interaction

Scene Loss after Interaction:Number of users who dropped out without navigating to other URLs or app stores after Interaction.

Scene Loss Rate after Interaction:Scene Loss after Interaction / Scene Arrival after Interaction