Metrics Cheat Sheet

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2	Meta Metrics Cheat Sheet
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4	NOTE: CPA & ROAS take into account the full journey including auction price, telling you if the entire journey is efficient or not. The below metrics help tell the story of how people are interacting with your brand throughout their experience and can help uncover iteration and optimization opportunities
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6	JTDB	Ad element	Key metrics	Metric definitions	Iteration opportunity thought starters
7	Capture Attention *Video Only	Hook (First 1-3 secs)	1st Frame Retention	% of people that allow your video to start playing in their feed	Change the first frame of your asset if less than 90%. - Try including a text overlay that helps users know what to expect in the ad. - Test branded vs unbranded first seconds to see if one captures more attention. - Does the first frame feature a face or the product?
8	Capture Attention *Video Only	Hook (First 1-3 secs)	Thumbstop Ratio	% of people watching the first 2-3 seconds of your video (varies by platform)	If your thumbstop ratio if lower than average, iterate on your hook. Try different audio, text overlays, visuals, etc.
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10	Hold Attention *Video Only	Post Hook (4s-End of Video)	Thruplay (15s views/impressions)	% of people watching the first 15 seconds of your video	This metric tells us if we are holding attention after the hook. If lower than average, try changing up the content right after the hook (4s-8s). - High CTR assets may have a lower thruplay if people are clicking out early in the ad. - Video drop off chart in creative insights can tell you where majority of users are falling off to help pinpoint what content to focus on changing.
11			15s/3s video retention	% of people that watched the first 3 seconds of your video that continued to watch to the 15s mark.	Qualify your hook! Which hooks pull in more engaged users? What content keeps them watching? Analyze 4s-15s of videos to find hypotheses. Potential iterations: - Create a storyline from hook to 15s mark. - Increase the pace of the asset to keep people paying attention.
12			100% video plays (rate)	% of views where user watches 100% of video	Do people make it to the end of your asset? Change up content to help keep people's attention all the way to the end. Don't forget, high CTR can make this metric lower which is actually a good thing since we watn people to click out to site.
13			Video avg. play time	Avg play time of a video	On average, how many second of your video are people watching? Make sure your most important content is within this time frame. - Does your offer or key benefit fall after this point? Pull it up. - Focus on changing the content at the avg second watched mark to try and increase it. - Iterating on your hook can change the quality of people you reach changing this metric as well.
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16	Get People to Site	Call to Actions (Copy, Scripting, Text Overlays)	CTR (all)	% of people that liked, shared, commented, or clicked out on your ad	High CTR (all) can signal high engagement on your ad and typically drives lower CPMs. Monitor in combination with CTR (link) to make sure people aren't just engaging, but actually making it to your site. You can increase engagement by asking questions in your videos, covering topics worthy of discussion and interacting with people in your ad comment sections.
17			CTR (link clicks) or CTR (outbound)	% of people that clicked to an external link from your ad	Share more about what they can expect when clicking to site. Change up your copy, scripting and text overlays to communicate this. Why should someone stop scrolling to come to your site right now?
18			Thumbstop CTR	% of people that watched the first 2-3 seconds of your video and clicked to site	Qualify your hook! Use this metric with thumbstop ratio to see which hooks are driving action vs. just capturing attention. If there is a big difference between thumbstop CTR and CTR (link clicks), people are quickly clicking and not experiencing much of your video. This is more likely to happen in retargeting.
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20	Drive engagement on Site	Landing Page & Site Experience	Bounce Rate*	% of people that left your site without going to a second page Enrich your data with Google Analytics to see this metric!	If high bounce rate, change the landing page or update the landing page experience to encourage the user to click to another page and explore more. Note: high bounce rate may not be bad if the goal is just to get people to visit the landing page.
21			Time on Site*	Avg secs spent on site Enrich your data with Google Analytics to see this metric!	Qualify your CTRs by seeing how long people typically spend on site after clicking. If low time spent you may need to change your landing page strategy or update your hooks/messaging to reach more qualified users.
24			Click to Action Funnel (Vistis > Product Views > ATC)	% of people that clicked to site and took specified action	Find drop off points in the journey. Are people viewing the product detail page but not adding to cart? Maybe they are adding to cart, but nto purchasing. Evaluate the experience and see what may be causing people to stop their journey.
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26	Win the purchase (or desired action)	Site Experience	Click to Purchase Ratio (Purchase CVR)	% of people that clicked to site and purchased	Low purchase or desired action conversion rate can indicate issues in site experience or more education/time needed for the buyer. Find the biggest blockers for conversion and address those in your ad and langing pages.
27	Win the purchase (or desired action)	Site Experience	AOV	Average Value of Order Placed	Increasing your AOV will bump that ROAS up. Try changing your landing page expereince, offering bundles/upsell opportunities, and featuring more products in your ads if you have multiple skus. For single sku brands, are there any reasons someone would buy two? Try messaging this to encourage the sale.
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