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
- Conversion Rate = Percentage of unique visitors who engaged with Firework content in an interactable or fullscreen format and subsequently completed a purchase.
- Average Order Value= Attributed GMV/ No of orders
- Attributed GMV = Total Gross Merchandise Value (GMV) generated from visitors who interacted with content on a Firework player in fullscreen mode (i.e., visitors who had engaged views).
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Influenced GMV = Total GMV from Visitors who viewed content on a Firework player for 3+ seconds
- Impressions = Number of times where at least 50% of the FW widget was visible on the page and seen by a visitor
- Video View = Count of views that have played for 3+ sec)
- 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)
- Avg Watched Seconds= Total seconds watched/Unique viewer count
- Videos watched per viewer= Video views/ Unique viewer with video views
- Completion Rate: Unique visitors watched one video completely/unique visitors with video views.
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Action Clicks: product card clicks + outstream cta clicks
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Action Click CTR: unique visitors with product card clicks OR outstream cta clicks/unique visitors with product card impressions OR outstream cta impressions
- Viewership Trend = Daily Metrics for Impressions, Video Views, and View Through Rate
- Watch Time Trend = Total seconds watched and avg seconds watched by day
- Action Clicks Trend = Action clicks and click through rate by day
Short Video Performance Insight
Ecommerce
- Conversion Rate = Percentage of unique visitors who engaged with Firework content in an interactable or fullscreen format and subsequently completed a purchase.
- Average Order Value= Attributed GMV/ No of orders
- Attributed GMV = Total Gross Merchandise Value (GMV) generated from visitors who interacted with content on a Firework player in fullscreen mode (i.e., visitors who had engaged views).
Content
- Impressions =No of times where at least 50% of the FW widget was visible on the page and seen by a visitor
- Video View = Count of views that have played for 3+ sec
- View Through Rate = Percentage of viewers who saw the video thumbnail and subsequently watched the video for 3+ seconds.
- Avg Watched Seconds = Total seconds watched/Unique viewer count
- Videos watched per viewer= Video views/ Unique viewer with video views
- Completion Rate = Unique visitor watched one video completely/ unique visitors with video views
- Action Clicks= product card click+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
- Viewership Trend = Daily Metrics for Impressions, Video Views, and View Through Rate
- Watch Time Trend = Total seconds watched and avg seconds watched by day
- Action Clicks Trend = Action clicks and click through rate by day
- Action Clicks by Presentation = where clicks are determined by the format or presentation of the video
Audience
- Unique Visitor Trend = Unique visitors with video views by day
- Viewers by Platform= where viewers are categorized according to the type of device they are using
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Viewers by Country and city = Viewers are based on their country and city
Livestream Performance Insight
- Live Events= No of live events within the timeframe.
- Total Watch Time = Total minutes watched (live and replay)
- Live Avg Watch Time (Minutes) = Total minutes watched in live/unique viewers in live.
- Replay Avg Watch Time (Minutes) = Total minutes watched in replay/ Unique viewers in replay.
- 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
- Total Viewers = Unique viewers watched 3+ sec
- Live vs. Replay Video Views = Livestream has been viewed for 3+ sec by day
- Peak Concurrent Viewers = The most number of viewers watching the live event simultaneously.
Action Clicks
- Total Product Clicks = No of times the product card was clicked.
- Total Interactions = No of interactions( comment, like, share, product click)during the livestream
- Shoppable CTR - Product Click Rate = Count of unique viewers who made at least one product click/ viewers with an engaged view (live and replay)
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Interactive CTR - 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)
- Total chats = Total chats sent during the event.
- Poll responses = Total poll responses received during the event.
- Question Responses = Total question card responses received during the event.
- Total Shares = Total shares from viewers during the event.
- Total Reactions= Total reactions from viewers during the event.
Engagement - Overall 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)
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Overall Product Click Rate = Count of unique viewers who made atleast one product click/ viewers with an engaged view (live and replay)
- Overall View Through Rate = Percentage of viewers that saw the livestream thumbnail then watched it for 3+ seconds
One to One Virtual Shopping
Conversation Metrics
Definition for a Conversation: A conversation which both sides have responded to in text or video format.
- Total Conversations = total amount where a video call or text chat occurred that both sides have responded to.
- Text Conversation = total amount of conversations where a text chat occurred that both sides have responded to.
- Video Chat Conversation = total amount of conversations where a video call occurred that both sides have responded to.
- Avg duration (minute) = How long on average a conversation occurred between the first event (call or message) and the last event.
Conversation breakdown trend:
The total conversations that occurred across the time range compared to the total Video chat conversations that occurred.
GMV and Purchase Metrics:
- Conversion rate = The 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 excluding shipping, excluding taxes but including discounts.
Visitor Metrics:
- Visitors with Widget Impression = Unique number of visitors that see the One-to-One widget (as embedded in the website page).
- Visitors with Clicks = Unique number of visitors that click on the widget (includes chat notification).
- Widget CTR = Total number of unique visitors that clicked on One-to-One widget/unique visitors with One-to-One widget impressions.
Widget CTR Trend:
The daily CTR trend on your website.
NPS Metrics:
- Avg rating = Average rating of all Net Promoter Surveys (NPS) that were filled in by the visitor no matter if the survey is submitted or closed out.
- Avg Rating Trend = The average Net Promoter Surveys (NPS) ratings provided per day.
- NPS Rating Distribution = All time distribution of Net Promoter Survey ratings (NPS) for all agents.
- NPS Feedback Detail = A detailed view of the Net Promoter Surveys (NPS) 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.
Request Metrics:
Definition for a request: A text or video request initiated by either visitor or agent.
- Total Request = Compares total amount of requests initiated by an agent vs a visitor.
- Request with Text/Video Chat:
- Text = Total number of text request initiated by either agent or visitor
- Unsuccessful request = Conversation is created by either agent or visitor but no text or call is initiated response was received.
- Video chat = Total number of call request initiated by either agent or visitor.
- Request Breakdown = refers to the distribution of total requests into two categories: text requests and video chat requests, initiated by either agents or visitors.
- Top URL by Request = URLs with the most requests by either text and/or call.
Request Acceptance Rate:
The total acceptance rate from agents entering a conversation initiated from a visitor compared to visitors entering a conversation initiated from an agent.
- Acceptance rate = Percentage of agent initiated request turned into conversation (no matter text/call).
- Call Request and Text Request Daily Trend = Total number of call and text requests over a single day.
- Request Rate Daily Trend = shows daily variations in the volume of incoming requests.
- Visitor Request Acceptance Rate Daily Trend = shows daily changes in the percentage of visitor requests that are accepted and addressed
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- Call Request and Text Request by Hour of the day = Total number of call and text requests over a certain hour in the day.
- Most clicked Auto Message trigger = identifies the auto-generated messages that receive the highest number of clicks.
- Most Clicked Auto-Triggered Messages =shows which automatically sent messages with URLs receive the highest number of clicks
Unanswered Request From Visitor:
The Total number of call/text requests from a visitor that were missed from an agent (therefore not counting as a conversation).
1:1 Team Performance:
Agent Leaderboard:
- Average Rating = Average rating per Agent from all Net Promoter Surveys (NPS) that were filled in by the visitor no matter if the survey is submitted or closed out.
- Agent Initiated Request = Overall number of chats or calls initiated per Agent.
- Agent Initiated Request Acceptance Rate = Percentage of requests that initiated a successful call or chat with a visitor per Agent.
- Total Conversation = Total amount where a video call or text chat occurred that both sides have responded to per Agent.
- Attributed Sales = Total amount of sales from visitors in a conversation.
- Attributed Orders = Total number of orders in a conversation that were purchased.
Performance Trends:
- Average Rating Trend = Overall trajectory of each Agent’s Average Rating over the selected time
- Agent Initiated Request Trend = Overall trajectory of each Agent’s Initiated Request over the selected time.
- Agent Initiated Request Acceptance Rate Trend = Overall trajectory of each Agent’s Initiated Request Acceptance Rate over the selected time.
- Total Conversation Trend = Overall trajectory of each Agent’s Total Conversations over the selected time.
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