Canada Media Fund
Digital Media Performance Measurement Framework
Appendixes to the 2011 Advisory Committee Report
Appendix A: Tables of detailed metrics and KPIs per principal content type
Version 1.1
May 7, 2012
IMPORTANT:
Any changes to the standards outlined in this document must be discussed with the Canada Media Fund and
approved prior to being implemented.
Contact:
Catalina Briceno
Director Industry and Market Trends | Directrice, veille stratégique
Canada Media Fund | Fonds des médias du Canada
4 - 50 rue Wellington St. E., Toronto ON M5E 1C8
T: 514.496.4315 F: 514.496.4309
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Tracking Document Revisions
Any modification to this document will be recorded in the following chart, without exception. The Project Sponsor
and the Project Manager must sign-off on any changes to the requirements document.
Version
1.0
1.1
Date
February 24, 2012
May 7, 2012
Author/Editor
Antoine van Eetvelde
Antoine van Eetvelde
Comments
Separated from the report.
Updated to latest revision.
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Appendix A: Tables of detailed metrics and
KPIs per principal content type
Individual metrics and KPIs are defined in sections 6.5.1 and 6.5.2 in the main document.
Note to reader:
• SM refers to standard metric and
• “KPI” to key performance indicator.
Video
Reach
Consumption
Metric: Unique Viewers (SM 1)
Metric: New Viewers (SM2)
KPI: Percentage of Total Audience (KPI 1)
Calculated Unique Viewers / Total Viewers
KPI: Percentage New Viewers (KPI 2)
Calculated New Viewers / Unique Viewers
Metric: Video Starts (SM 4)
The number of times video content was started, initiated by user action
(excludes video started automatically).
Metric: Video Minutes Viewed (SM 5)
Metric: Video Completes
The number of times a video which started playing continued until the last
frame, metric over all videos and all sessions during the reporting period.
Metric: Sessions (SM 3)
Metric: Downloads (SM 4)
Metric: Sessions Including a Video Start
The number of sessions where the user took action to start playing at least
one video.
Metric: Milestones Passed
The number of times one or more milestones were passed while viewing
the video. A milestone may be time-based checkpoints or percentage of
video viewed.
Metric: Video Completion Rate
Calculated Video Completes / Video Starts
The number of times a video that started playing continued until the last
frame, expressed as a percentage of the total number of videos that started
playing, during the reporting period.
Metric: Video Milestone Fallout Rate
Calculated Video Milestones Passed / Video Starts
The rate at which users who start watching a video stop watching the video
before completing it, and at which point the viewer stopped watching.
KPI: Video Starts / Session (KPI 1)
Calculated Video Starts / Sessions
KPI: Average Time Spent per Session (KPI 2)
Calculated Video Minutes Viewed / Sessions
KPI: Goal Completion Rate (KPI 3)
Calculated Sessions Including a Video Start / Sessions
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The number of sessions that included at least one video starting expressed as
a percentage of all sessions during the reporting period. A project may
respond by encouraging viewers to consume video content in every session.
KPI: Latency (KPI 4)
KPI: Recency (KPI 5)
Rich Interactive Media
Reach
Consumption
Game
Reach
Consumption
Metric: Unique Viewers (SM 1)
Metric: New Viewers (SM2)
KPI: Percentage of Total Audience (KPI 1)
Calculated Unique Viewers / Total Viewers
KPI: Percentage New Viewers (KPI 2)
Calculated New Viewers / Unique Viewers
Metric: User Actions (SM 4)
The number of times a user took an action to advance the program.
Metric: Total Time Spent (SM 5)
Metric: Sessions (SM 3)
Metric: Sessions Including a User Action
The number of sessions where the user took action to advance the content
program at least once.
KPI: User Actions / Session (KPI 1)
Calculated User Actions / Sessions
KPI: Average Time Spent per Session (KPI 2)
Calculated Total Time Spent / Sessions
KPI: Goal Completion Rate (KPI 3)
Calculated Sessions Including a User Action / Sessions
The number of sessions that included at least one user action expressed as a
percentage of all sessions during the reporting period. A project may respond
by encouraging viewers to engage with rich interactive content in every
session.
KPI: Latency (KPI 4)
KPI: Recency (KPI 5)
Metric: Unique Players (SM 1)
Metric: New Players (SM2)
KPI: Percentage of Total Audience (KPI 1)
Calculated Unique Players / Total Players
KPI: Percentage New Players (KPI 2)
Calculated New Players / Unique Players
Metric: Game Starts (SM 4)
The number of times the user started the game(s) within the session.
Metric: Minutes of Gameplay (SM 5)
Metric: Sessions (SM 3)
Metric: Downloads (SM 4)
Metric: Game completes
The number of times the user completed the game(s).
Metric: Sessions Including a Game Play
The number of sessions where the user took action to start playing the
game(s).
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Metric: Game Completion Rate
Calculated Game Completes / Game Starts
The number of times a user who started playing the game completed it,
during the reporting period.
Metric: Game Milestone Fallout Rate
Calculated Game Milestones Passed / Game Starts
The rate at which users who start playing the game stop playing the game
before completing it, and at which point they stop playing.
KPI: Game Starts / Session (KPI 1)
Calculated Game Starts / Sessions
KPI: Average Time Spent per Session (KPI 2)
Calculated Minutes of Gameplay / Sessions
KPI: Goal Completion Rate (KPI 3)
Calculated Sessions Including a Game Play / Sessions
The number of sessions that included the user starting at least one game
expressed as a percentage of all sessions during the reporting period.
KPI: Latency (KPI 4)
KPI: Recency (KPI 5)
eBook
Reach
Consumption
Metric: Unique Readers (SM 1)
Metric: New Readers (SM2)
KPI: Percentage of Total Audience (KPI 1)
Calculated Unique Readers / Total Readers
KPI: Percentage New Readers (KPI 2)
Calculated New Readers / Unique Readers
Metric: Page Views (SM 4)
Metric: Book Opens
Counted once whenever a user views the first page of the book.
Metric: Total Time Spent (SM 5)
Metric: Book Completes
The number of times a user keeps reading through the last page of the eBook.
Metric: Sessions (SM 3)
The number of times a user opens an eBook in the reporting period.
Metric: Downloads (SM 4)
Metric: Book Completion Rate
Calculated Book Completes / Book Opens
The number of times a user who viewed the first page of the book completes
it.
KPI: Page Views per Session (KPI 1)
Calculated Page Views / Sessions
KPI: Average Time Spent per Session (KPI 2)
Calculated Total Time Spent / Sessions
KPI: Goal Completion Rate (KPI 3)
Calculated Downloads / Sessions
The number of times a user downloads an eBook (if applicable) as percentage
of the total number of sessions.
KPI: Latency (KPI 4)
KPI: Recency (KPI 5)
Social Media
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Reach
Metric: Unique Viewers (SM 1)
Metric: New Viewers (SM2)
KPI: Percentage of Total Audience (KPI 1)
Calculated Unique Viewers / Total Viewers
KPI: Percentage New Viewers (KPI 2)
Calculated New Viewers / Unique Viewers
Consumption
Metric: User Actions (SM 4)
The number of times a user took an action to interact with other users
(commented or posted, shared an item, liked another user’s actions).
Metric: Total Time Spent (SM 5)
Metric: Sessions (SM 3)
Metric: Sessions Including a User Action
The number of sessions where the user took an action to interact with other
users at least once.
KPI: User Actions / Session (KPI 1)
Calculated User Actions / Sessions
KPI: Average Time Spent per Session (KPI 2)
Calculated Total Time Spent / Sessions
KPI: Goal Completion Rate (KPI 3)
Calculated Sessions Including a User Action / Sessions
The number of sessions that included at least one user action expressed as a
percentage of all sessions during the reporting period.
KPI: Latency (KPI 4)
KPI: Recency (KPI 5)
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