Firework Performance Metrics Definitions

See all definitions per the analytics within your Insights Dashboard.

Certain metrics are available based on your current subscription. Be sure to reach out if you are looking access metrics that are not visible.

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Business, Channel and/or Playlist Insight

Short Video Performance Insight

Livestream Performance Insight

One to One Virtual Shopping Insight

Gross Merchandise Volume (GMV) and Sales Insight

Business, Channel and/or Playlist Performance Insight

Embed Instance = Page load of pages with the Firework widget embedded (i.e., whenever a shopper refreshes their page with the Firework widget)
Impressions = Number of times where at least 50% of the FW widget was visible on the page and seen by a visitor
Player Visibility = Percentage of page loads when the player was visible on the page and seen by a visitor (i.e., impressions/Embed Instance)
Video View = Count of views that have played for 3+ sec)
Engaged Video View = Video has been viewed in interactable mode (Fullscreen) for 3+ sec or an immediate interaction (click, chat, like, share)
View Through Rate = Percentage of viewers that saw the video thumbnail then watched the video for 3+ seconds (i.e., viewers with a video view/viewers with a Firework Player impression)
Engaged View Rate = Percentage of viewers that engaged further, watching 3+ seconds in fullscreen mode or interacting with the video (click, chat, like, share) (i.e., viewers with an engaged view/viewers with a video view)
Total Watch Time = Total minutes watched
Average Watch Time per Visitor = Total seconds watched/Unique Viewer Counts (no watch time requirement)
Completion Rate: Unique visitors watched one video completely/unique visitors with video views.
Action Clicks: product card clicks + outstream cta clicks
Action Click CTR: unique visitors with product card clicks OR outstream cta clicks/unique visitors with product card impressions OR outstream cta impressions
Top 10 Videos by Video Views: Ten videos that received the most views during the selected time range.
Top 10 Videos by Watch Minutes: Ten videos that received the most minutes watched overall during the selected time range.
Top 10 Videos by Action Clicks: Ten videos with the most clicks on a CTA during the selected time range.
Unique Visitor Trends: Unique visitor with video views by day .
Viewers by Platform: Where viewers are from based on their type of device.
Viewers by Country: Where viewers are from based on their location.
Viewers by City: Where viewers are from based on their city.

Short Video Performance Insight

Impressions = Total impressions for each video where at least 50% of the video is in view
Video View = Count of views that have played for 3+ sec
Video First Quartile (25%) =.Count of views that have reached at least 25% of the video
Video Midpoint (50%) = Count of times a video reached at least 50% of the video was watched
Video Third Quartile (75%) = Count of times a video reached at least 75% of the video was watched
Video Complete = Count of times a video reached at least 100% of the video was watched
Engaged Video View = Video has been viewed in interactable mode (Fullscreen) for 3+ sec or an immediate interaction (click, chat, like, share)
View Through Rate = Viewers with a video view/viewers with a thumbnail impression
Engaged View Rate = Viewers with an engaged view/viewers with a video view
Average Watch Time per Visitor = Total seconds watched/Unique Viewer Counts (no watch time requirement)
Total Watch Time = Total minutes watched for video(s) (detailed at a total level and video level)

Livestream Performance Insight

Video Performance

Impressions = 50% of the Livestream (live and/or replay) is in view for 1+ sec
Video View = Livestream (live and/or replay) has been viewed for 3+ sec
Engaged View = Livestream (live and/or replay) has been viewed in interactable mode (Fullscreen) for 3+ sec or an immediate interaction (click, chat, like, share)

Engagement

Total Watch Time = Total minutes watched (live and replay)
Average Watch Time per Visitor = Total minutes watched/Unique Viewer Counts(no watch time requirement) (live and replay)
Chats = Count of comments that were published during the livestream (will not include comments that may have been moderated out)
Likes = Count of likes/reactions
Shares (live & replay) = Count of shares (live & replay)
Interactive Poll = Count of responses to the poll questions - provided at total level and broken out by response
Question Card = Count of responses to the open-ended question cards and viewer responses to the questions
Engagement Rate = Total unique viewers who made an interaction (comment, like, share, product click) during the livestream/ viewers with an engaged view (total, live, replay)

Shopping Interactions

Product Click Rate = Count of unique viewers who made at least one product click / viewers with an engaged view (live and replay)
Shop Now Click Rate = Count of unique viewers who made at least one Shop Now click / viewers with an engaged view (live and replay)
Add-to-cart Rate (if enabled) = Count of unique viewers who made at least one Add to Cart click / viewers with an engaged view (live and replay)
Top clicked Products = Total volume of clicks by product in the livestream (live and replay)

One to One Virtual Shopping

Conversation Metrics

Total Conversation = Count of times a video call or text chat occurred where both agent and visitor have responded
Text Conversation = Count of conversations where a text chat occurred where both agent and visitor have responded
Video Chat Conversation = Count of conversations where a video call occurred where both agent and visitor have responded
Average Conversation Duration (minute) = Average length of a conversation, defined between the first and last activities from either visitor or agent

Gross Merchandise Volume (GMV) Metrics

Conversion Rate = Percentage of visitors that engaged in a conversation then made a purchase (i.e, number of unique visitors purchased/the number of unique visitors in a conversation)
Number of Orders = Count of orders from visitors that engaged in a conversation
Attributed GMV = Total attributed order value, excluding shipping and taxes but including discounts, which is considered only when a visitor has engaged in a two-way conversation via One-to-One video chat within the attribution window
AOV = Average order value per purchase, excluding shipping and taxes but including discounts

Request Metrics

Total Requests = Count of text or video requests initiated by either visitor or agent
Call Requests = Count of video requests initiated by either visitor or agent
Text Requests = Count of text requests initiated by either visitor or agent
Agent Initiated Request Acceptance Rate = Percentage of agent-initiated requests that turned into conversations (text or call)
Visitor Initiated Request Acceptance Rate = Percentage of visitor-initiated requests that turned into conversations (text or call)
Unanswered Requests from Visitor = Count of call/text requests from a visitor that were not responded to by an agent (therefore not counting as a conversation)

Visitor Metrics

Visitors with Widget Impression = Unique count of visitors who have seen the widget
Visitors with Clicks = Unique count of visitors who clicked on the widget cover
Widget CTR = Percentage of visitors that saw the widget and then clicked on it (i.e, unique visitor who clicked on the widget cover/Unique visitor with widget impression)

NPS Metrics

Average Rating = Average value of all Net Promoter Surveys (NPS) scores that were completed by the visitor, regardless if the survey is submitted or closed out
NPS Rating Distribution = the ratings given across all agents from the Net Promoter Survey
NPS Feedback Detail = A detailed view of the Net Promoter Surveys per visitor including the date, Sales Agent name that was assigned to the conversation, Rating (1-5 scale) if provided, and written feedback if provided

GMV Metrics

In order to view the below metrics, you must have our Firework analytics tracking enabled. See here for more information.

Gross Merchandise Value (GMV) = Total sales volume of the purchase orders, excluding taxes and shipping but including discounts
- Influenced GMV = Total GMV from visitors who viewed content on a Firework player for 3+ seconds (i.e., visitors with video view OR Engaged View)
- Attributed GMV = Total GMV from visitors who viewed content on a Firework player in Interactable (full screen) mode (i.e., visitors with Engaged view)
Conversion Rate = Percentage of unique visitors who viewed Firework content in interactable or full screen mode, and then made a purchase
- i.e., conversion rate = Unique visitors who purchase after viewing Firework player in interactable or full screen mode/unique visitors who view Firework player in full screen mode
Average Order Value (AOV) = Average GMV per order (i.e., Attributed GMV/Number of Orders)
Uplift Metrics = Percentage uplift in above metrics from visitors who viewed Firework content in interactable mode or full screen, over non-Firework visitors (i.e., visitors who did not see the Firework player on your website before making a purchase)
- % Uplift in Conversion Rate - How much higher conversion rate is among Firework attributed visitors over non-Firework visitors
- % Uplift in Average Order Value - How much higher AOV is among Firework attributed Visitors over non-Firework visitors
Conversion Window = Number of days from viewing content on a Firework player within which any purchase made will be considered Firework attributed
- For example, I watch a video in a floating player for more than 3 seconds, and make a purchase 20 days later. For a 30 day conversion window, this order will be considered when calculating Firework Influenced GMV
- For example, I join a live stream in full screen and make a purchase 5 days later. For a 30 day conversion window, this order will be considered when calculating Firework Attributed GMV
*Non-Firework visitors are those who did not see the Firework player on your website before making a purchase. For them, the conversion window is the number of days between visiting the website and placing the order, if no Firework player was viewed between then
- For example, for a 30 day conversion window, if someone visited your website today, and made a purchase 20 days later without viewing any Firework player, then this order will be considered towards calculating the non-Firework GMV and related metrics