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Metrics Glossary

Real-Time Dashboard

Acquiring Badge

The “acquiring” badge appears next to an article that’s drawing lots of new visitors. Make sure this page has plenty of engaging content and well-placed links to encourage recirculation.

App

All the traffic from people who are using your native App. This will only show up if you’re using our Mobile SDK to track your app.

Camcorder Icon

If you're tracking your video content with the Video Dashboard, the camcorder icon will call out the percentage of visitors currently watching a video on the page.

Chevrons

Green and red chevrons tell you about the velocity of an article's ascent or descent—that is, whether a page is gaining or losing visitors faster than the average page.

Concurrents

The total number of people on your site at any given moment, as measured by the number of browsing sessions that have loaded a page with Chartbeat code. Note that this number includes both active (people who have engaged with the page and/or have it in view) and idle (people with the tab in the background/minimized and/or haven't engaged in two hours) concurrents.

Desktop

Traffic from peole who are using a desktop or laptop computer to browse your site (measured by user agent).

Direct Traffic

The people who arrive to any part of your website referred directly by that page's URL. Please note that while this includes both landing and article pages, it's very unlikely for an article page to recieve direct traffic.

For this reason, direct traffic almost always refers to landing pages and section fronts.

DMA

DMA stands for Designated Market Area. The Nielsen Company uses these 210 geographic regions to measure local television viewing in the United States.

Email, Apps, IMs

"Emails, Apps, IMs" is Chartbeat's answer to 'Dark Social', non-direct traffic that comes to a site by without referrer data. When links to content are shared across any HTTPS secure connection (which is frequently over email, IMs, or apps) the referrer ping-key is blank even though it wasn't "direct traffic". To solve this we bucket concurrents who arrive without referrer data who are linked to article pages with long URL structures under "Email, Apps, IMs" because we assume it highly unlikely an individual would type that URL directly into their nav bar.

Read more about how we measure dark social here.

Engaged Time

The average time in seconds visitors are spending actively interacting with your content: including scrolls, clicks, mouse movements, touch events, and keystrokes. We track reader activity every second and report engagement stats back to our servers every 15 seconds, through the Chartbeat JS that is deployed when the code loads. Click here for more information on our methodology.

Guest

Refers to real-time visitors on your site that are designated as neither a registered user nor a subscriber. Note that this filter only appears after an additional code implementation.

Internal Traffic

The people who are moving page by page through your website.

L Badge

The “L” badge will identify a landing page, such as a homepage or section front.

Mobile

Traffic from any mobile devices (measured by user agent)

New Visitors

Visitors that are on your site for the first time in 30 days. These are the people who might not know your site too well, and offer a chance to make a strong first impression.

l.facebook.com & lm.facebook.com

“l.facebook.com” referrs to Facebook’s exit/redirect page, also called a “web redirector”. In some instances, like when you share a link in a direct message, the web redirector is triggered, and Chartbeat will list “l.facebook.com” as the referrer. The “lm.facebook.com” is just the mobile version of this. You can read more about Facebook’s link shim policy here.

Links Traffic

The people who are visiting through any external link, such as blogs and news sites.

Loyal Visitors

People who have visited your site at least eight of the last 16 days — about every other day or more. By paying attention to their habits you can understand what keeps them coming back time and time again.

Pageviews

An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed. Note that a single user can record multiple pageviews in the same browsing session; if a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.

Publish Date

Displays the date and time a piece of content on your site was first tracked by Chartbeat, to provide additional context around how your top stories are performing in the moment.

Recirculation

Recirculation is a real-time metric that compares the number of people on a given page to the number of people who have traveled from that page to another article page. The actual number refers to the percentage of people who are still on a subsequent page compared to the current audience of the first page.

Registered

Refers to real-time visitors on your site that are designated as logged in or registered user. Note that this filter only appears after an additional code implementation.

Retaining Badge

The “retaining” badge appears next to an article that has high rcirculation or engaged time—or both. This is the kind of engaging article that you should push to the biggest audience possible.

Returned Directly

The percentage of visitors who—after visiting through any given referrer—return to your website directly.

Return Rate

The percentage of visitors who return to your website through any given referrer

Returning Visitors

People who have visited your site more than once in the past 30 days, but less frequently than every other day. This is the group that have some idea of what kind of content you offer, but still need some encouragement before they become loyal.

Search Traffic

The people who are coming using search engines, such as Google, Bing, or Yahoo.

Site

All the traffic on your regular desktop site.

Social Traffic

The people who are coming through popular social channels, such as Facebook, Twitter, Pinterest, or Reddit.

Social Media Badges

Social media badges tell you what percent of the current audience came to that page from specific social sources.

Subscriber

Refers to real-time visitors on your site that are designated as paid subscribers. Note that this filter only appears after an additional code implementation.

Tablet

Traffic from any tablet device (measured by user agent)

t.co

In short, t.co are URLs from Twitter. To make things super easy for you, we drop any URL starting with t.co into this Twitter referrer category.

Unique Users (Uniques)

Unique users is a metric defined as the total number of users that have visited a page, group of pages, or site.

Unclassified

Unclassified visitors are readers that do not store their visit frequency. This includes those who opt out of tracking cookies and those arriving through distribution channels that do not store this data. For example, Instant Articles and App (SDK) store visit frequency data. AMP and Apple News do not.

Unspecified

Refers to real-time visitors who do not meet criteria for Subscriber, Registered, or Guest categories. If you believe that visitors are being misclassified as 'anon', please contact your Account Manager to review your Subscriber Status implementation.

UTM Medium

identifies what media type was used, such as cost per click or email.

UTM Source

The UTM Source parameter identifies which site sent the traffic, for example 'Facebook', 'newsletter', or 'rss'.

Historical Dashboard

Total Engaged Minutes

The total number of engaged minutes that the all visitors have spent either on your entire site or a given article, over the course of the selected date range.

Pageviews

An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed. Note that a single user can record multiple pageviews in the same browsing session; if a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.

Average Engaged Time

The average time in seconds visitors are spending actively interacting with your content: including scrolls, clicks, mouse movements, touch events, and keystrokes. We track reader activity every second and report engagement stats back to our servers every 15 seconds, through the Chartbeat JS that is deployed when the code loads. Click here for more information on our methodology.

High Mobile Engagement Badge

A high percentage of this page's total engaged time came from mobile visitors, compared to the average.

High Search Engagement Badge

A high percentage of this page's total engaged time came from search visitors, compared to the average.

High Social Engagement Badge

A high percentage of this page's total engaged time came from social visitors, compared to the average.

Low Engagement Badge

This article reached a high number of people but didn't get much average engaged time. Consider reviewing the article's layout, headline, and inline link strategy.

Low Mobile Engagement Badge

A low percentage of this page's total engaged time came from mobile visitors, compared to the average.

Low Search Engagement Badge

A low percentage of this page's total engaged time came from search visitors, compared to the average.

Low Social Engagement Badge

A low percentage of this page's total engaged time came from social visitors, compared to the average.

Needs Promotion Badge

The article reached relatively few people but those who saw it were very engaged. Consider using social media or other channels to promote it to a wider audience.

Video Dashboard

Average Ad Drop Off

The percent of people who were served a pre-roll ad and stopped viewing the video before the content loaded.

Average Engagement

The average percentage of the way through video content that the entire audience has watched.

Average Playrate

The percentage of people who have started playing a video compared to the total number of video players that have loaded.

Engagement Score

A combination of popularity and engagement that ranks all your videos on a 1-10 scale.

Starts Today

The total number of video starts that have occurred in players on your site since midnight in the time zone the Dashboard is set to. Note that if a video has a pre-roll ad, we won't record the video as ‘started’ until the ad finishes and the actual video content begins.

Watching Now

The number of people in a watch or one of four play states: playing, completed (finished the video but still on the page with the same video loaded), paused, completed.

Advanced Queries

See the documentation section for a full list and description of all metrics, filters, and groups.

Heads Up Display

Clicks Per Minute

A real-time representation of the clicks per minute that a link is receiving. Rather than averaging a click number over a time period, a machine learning algorithm looks at the entire history of clicks for a link in that position, gives more weight to clicks that happened more recently, and outputs its best guess of how the expected number of clicks in the next minute.

Scroll Depth

The default view gives you a historical look at the max scroll depth for everyone in the last 2 hours. As you scroll down the page, the percentage decreases as represents fewer and fewer people who scrolled that far down the page.

Selecting the Scroll Depth Bar switches to the second view. The expanded teal bars show where high percentages of visitors stopped scrolling on the page. The bigger the bar, the more visitors that stopped. When you see a bar that extends far into the page, you have an opportunity to determine what made those visitors stop scrolling – maybe it's a link, a video, or some other visual.

Quality Clicks

A quality click is one where the person who clicked through onto that story subsequently spent 15 seconds of engaged time consuming that story. Relying solely on click-through-rate to determine homepage optimization disregards the visitor's experience with the content itself. Quality Clicks offers the perfect compromise – it identifies content that is not only popular but also interesting enough to hold visitors' attention for more than just the first couple paragraphs.

Headline Testing

Average CTR Increase

The average percent rise in CTR of all winning headlines compared to originals for all tests in the past seven days.

AVG (CTR of winner / (CTR of original - 1))

Click Through Rate

Percentage of visitors who click on a given trial headline (can be lower than 1%).

CTR Increase

The percent rise in CTR of the winning headline compared to the original for a single test.

(CTR of winner / (CTR of original - 1))

Duration

The amount of time until a winner is declared.

Play Percentage

The percentage of people being served a given headline, as well as the confidence that headline is "better". For example at 65%, a headline is served to 65% of people and has a 65% certainty that it is "better". Note that at 95% play percentage a headline "wins" and is played 100% of the time.

Playing

When a winning headline is being autoplayed to all unique new visitors.

Quality Clicks

When a visitor clicks onto a story and subsequently spends at least 15 seconds of engaged time, it is considered a quality click. Note: whenever a visitor reaches the threshold of 15 engaged seconds it will be retroactively be counted as a quality click.

Status

A completed test can have one of four statuses that represent the outcome.

  • Active refers to an experiment that is still serving headline variants to determine a winner.
  • Winner found means that a headline was declared the winner by our algorithm.
  • No winner found means that our algorithm was unable to conclusively say that one headline was better than the others. Usually this is because the variants were too similar to find meaningful results.
  • Canceled means that the test was canceled by a user before a winner was found. Note that a canceled test cannot have a CTR Increase.

Trial

A trial is every time that a test headline is loaded in a page and served to a visitor.

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