How is completion rate calculated in Insight?

0 Kudos
Started ‎03-24-2015 by
Modified ‎04-25-2017 by

How is completion rate calculated in Insight?

by Community Manager on ‎03-24-2015 10:16 AM - edited on ‎04-25-2017 05:44 AM by Ooyalan (1,544 Views)

Completion rate should refer to 'all users who reached the end of the video ad divided by users who started watching the video ad, giving a percentage of times the video played to the end' and should be calculated as adComplete/impression.

 

However, Insight's definition of completion rate actually gives the view through rate, based on the quartiles, because we try to calculate a more granular number to take in consideration the number of users leaving early or late while viewing the clip.

 

List of the different quartile events that are fired:

 

  • AD_START: The start of the video portion of an ad, meaning the video ad played at least between 0% and 25% of its length.
  • AD_FIRST_QUARTILE: The user has reached the first quartile of the video portion of an ad, meaning the video ad played at least between 25% and 50% of its length.
  • AD_MIDPOINT: The user has reached the midpoint of the video portion of an ad, meaning the video ad played at least between 50% and 75% of its length.
  • AD_THIRD_QUARTILE: The user has reached the third quartile of the video portion of an ad, meaning the video ad played at least between 75% and 100% of its length.
  • AD_COMPLETE: The user has reached the end of the video portion of an ad, meaning the video ad played to its completion.

Insight's completion rate is calculated as:

(AD_COMPLETE + 0.75 * (AD_THIRD_QUARTILE - AD_COMPLETE) +0.5* (AD_MIDPOINT - AD_THIRD_QUARTILE) + 0.25 * (AD_FIRST_QUARTILE - AD_MIDPOINT)) / AD_START

Example:

  • Number of AD_START = 1000
  • Number of AD_FIRST_QUARTILE = 900
  • Number of AD_MIDPOINT = 800
  • Number of AD_THIRD_QUARTILE = 750
  • Number of AD_COMPLETE = 700
(700 + 0.75 * (750-700) + 0.5 * (800-750) + 0.25 * (900-800))/1000 = 0.7875 = 78.75%