ARM Report Definitions
Metric |
Definition |
| Average Brand Exposure Duration (sec) | Time each ad impression was on the page. |
| Estimated Total Brand Exposure Duration (min) | Total number of minutes ad was on the page. Average Brand Exposure Duration * Impressions / 60 |
| Average Expansion/Main Phase (per imp with expansion) | The average number of times a user expanded the ad (only for ads that were expanded, not averaged across all ads). To get total number of expansions use the following formula: “Average Expansion/Main Phase” * “Impressions with Expansion” |
| Average Interaction Time (per impression) | Average time the ad was expanded. To get this metric per interaction you will use the following formula: “Average Interaction Time” / “Average Expansion Main Phases” |
| Average Time to First Expansion (once per impression) | Average time the ad was on the page before the user expanded the ad “Good metric because you can see on a placement level as well as creative how long it took for the user to expand.” |
| Average Time to First Interaction (once per impression) | Average time the ad was on the page before the user interacted with it, i.e. expanded it or triggered one of the defined events. |
| Impression with Interaction | Total impressions that had an Interaction i.e. expand, main phase, a defined event, or clickthrough. |
| Impressions with Expansion | Total impressions that had an Expand or Main phase. |
| Interaction Rate | The current metric within My Reports may not suit your needs. Use the following formula to calculate a true interaction rate: “Impression with interaction” / “Impressions” |
