Legacy Metrics
These metrics are maintained for compatibility and may still be returned through the API.
The Metric Dictionary provides a structured overview of API metrics used to evaluate ad performance, allowing users to prioritize insights based on their specific goals.
Based on our validations to performance KPIs, we have organized metrics into priority tiers to guide usage across strategic research purposes.
Key Metrics
Tier 1 (Highest)
Attention Potential, our Hero Metric
Purpose: Offers a quick, high-level assessment of each ad’s ability to capture visual Attention (eyes on screen) and Emotions (facial expressions) for a full view of Attention. Attention Potential is proven to drive sales outcomes, helping users identify which ads stand out and need further analysis.
Tier 2
Attention and Emotion Indexes
Purpose: Enables comparative analysis across different ad types by ranking attention and emotional impact. Normalisation by audience, environment and video duration produces ranked insights that predict for AVI and rating scales.
Norm Percentiles: For each metric, we provide 25th, 50th, and 75th percentile values to help users understand how the values of these metrics are distributed across ads. The percentiles are available for all mean and peak variants of the metrics listed below.
Prioritization of Indicator:
- Core Metrics
- Attention Mean Index
- Happy Peak Index
- Supporting Metrics
- Happy (Mean) Index
- Confusion (Mean) Index
- Contempt (Peak) Index
- Engaged Attention (Mean) Index
- Complementary Metrics
- Attention (Peak and Engaged Peak) Index
- Surprise (Mean and Peak) Index
- Confusion (Peak) Index
- Contempt (Mean) Index
- Disgust (Mean and Peak) Index
- Norm Percentile Metrics
- 25th Percentile
- 50th Percentile
- 75th Percentile
Tier 3
Attention and Emotion Signals
Purpose: Primarily used for deeper strategic analysis, enabling statistical studies, clustering, and custom norm development. These signals predict for KPIs like Brand Lift and View-Through Rate and signals are foundational for clients interested in developing their own indexed scores, tailored to specific needs.
Prioritization:
- Core Metrics
- Attention Mean
- Happy Peak
- Supporting Metrics
- Happy (Mean)
- Confusion (Mean)
- Contempt (Peak)
- Engaged Attention (Mean)
- Complementary Metrics
- Attention (Peak and Engaged Peak)
- Surprise (Mean and Peak)
- Confusion (Peak)
- Contempt (Mean)
- Disgust (Mean and Peak)
Metric Dictionary
Metric Name |
Metric Type |
Definition |
Value Range |
Action Standard |
Predicts for (KPI) |
|---|---|---|---|---|---|
Attention Potential |
Attention |
Adverteyes measures visual Attention (eyes on screen) and Emotions (facial expressions) for a full view of Attention. Attention Potential score combines both and is proven to drive sales outcomes. |
0 - 100 |
66 |
Brand Lift, Sales |
Attention Mean |
Attention |
Average % of an audience expected to exhibit the attention signal at any scene to the content |
0.0 - 1.0 |
Brand Lift, Sales |
|
Attention Mean Index |
Attention |
Value of attention mean when projected onto a percentile scale defined by a observed response norm (currently set for all countries, **durations , formats and devices). Example: attention mean index: 67 => This score is in the 67th percentile, implying that the ad has more attention mean than two thirds of ads globally. |
0 - 100 |
66 |
Brand Lift, Sales |
Attention Peak |
Attention |
Maximum % of an audience expected to exhibit the attention signal at any scene to the content |
Brand Lift, Sales |
||
Attention Peak Index |
Attention |
Value of attention peak when projected onto a percentile scale defined by a observed response norm (currently set for all countries, **durations , formats and devices). Example: attention peak index: 67 => This score is in the 67th percentile, implying that the ad has more attention peak than two thirds of ads globally. |
0 - 100 |
66 |
Brand Lift, Sales |
Happy Mean |
Emotion |
Same as attention mean, but for happy emotion signal. |
0.0 - 1.0 |
Brand Lift, Sales |
|
Happy Mean Index |
Emotion |
Same as attention mean index, but for happy emotion signal. |
0 - 100 |
66 |
|
Happy Peak |
Emotion |
Same as attention peak, but for happy emotion signal. |
0.0 - 1.0 |
Sales |
|
Happy Peak Index |
Emotion |
Same as attention peak index, but for happy emotion signal. |
0 - 100 |
66 |
|
Surprise Mean |
Emotion |
Same as attention mean, but for surprise emotion signal. |
0.0 - 1.0 |
Sales |
|
Surprise Mean Index |
Emotion |
Same as attention mean index, but for surprise emotion signal. |
0 - 100 |
66 |
|
Surprise Peak |
Emotion |
Same as attention peak, but for surprise emotion signal. |
0.0 - 1.0 |
||
Surprise Peak Index |
Emotion |
Same as attention peak index, but for surprise emotion signal. |
0 - 100 |
66 |
|
Confusion Mean |
Emotion |
Same as attention mean, but for confusion emotion signal. |
0.0 - 1.0 |
Brand Lift, Sales |
|
Confusion Mean Index |
Emotion |
Same as attention mean index, but for confusion emotion signal. |
0 - 100 |
66 |
|
Confusion Peak |
Emotion |
Same as attention peak, but for confusion emotion signal. |
0.0 - 1.0 |
||
Confusion Peak Index |
Emotion |
Same as attention peak index, but for confusion emotion signal. |
0 - 100 |
66 |
|
Contempt Mean |
Emotion |
Same as attention mean, but for contempt emotion signal. |
0.0 - 1.0 |
Brand Lift, Sales |
|
Contempt Mean Index |
Emotion |
Same as attention mean index, but for contempt emotion signal. |
0 - 100 |
66 |
|
Contempt Peak |
Emotion |
Same as attention peak, but for contempt emotion signal. |
0.0 - 1.0 |
||
Contempt Peak Index |
Emotion |
Same as attention peak index, but for contempt emotion signal. |
0 - 100 |
66 |
|
Disgust Mean |
Emotion |
Same as attention mean, but for disgust emotion signal. |
0.0 - 1.0 |
||
Disgust Mean Index |
Emotion |
Same as attention mean index, but for disgust emotion signal. |
0 - 100 |
66 |
|
Disgust Peak |
Emotion |
Same as attention peak, but for disgust emotion signal. |
0.0 - 1.0 |
||
Disgust Peak Index |
Emotion |
Same as attention peak index, but for disgust emotion signal. |
0 - 100 |
66 |
|
Reactions |
Emotion |
Value of the largest emotion peak index among happy, surprise, confusion, disgust and contempt. |
0 - 100 |
66 |
Sales |
Negativity |
Emotion |
Value of the largest emotion peak index among confusion, disgust and contempt. |
0 - 100 |
66 |
Sales |
General assessment |
Other |
General assessment of the creative |
go / fix / drop |
go |
Sales |
General recommendation |
Other |
Set of general recommendations on how the ad can be improved to increase its performance |
N/A |
- |
- |
Heatmap |
Attention |
Reporting of heatmap data which signifies focal points in each frame of a video or image advertisement |
N/A |
- |
- |