The Audience Engagement feature on Pixalate’s Media Rating Terminal (MRT) uses our proprietary technologies and methodologies to provide detailed insights into user interaction and ad performance on mobile apps.
Based on comprehensive programmatic traffic data, these metrics can assist in measurement, campaign analysis, engagement optimization, and general advertising strategies.
Here’s how you can effectively interpret the information in this widget:
Audience Engagement
This section shows how users interact with the app in the programmatic ad space over a 30-day window, covering visitor volume, return frequency, and engagement depth. These observed metrics collectively provide a strong view of audience activity and programmatic insights.
- Monthly Active Users: Count of unique programmatic users active in the app over a 30-day window; helps businesses measure reach and audience size.
- Total Sessions: Number of visits recorded over a 30-day window; reflects overall traffic and potential ad exposure. A “session” is defined as a single visit to the app, including all continuous interactions within a 30-minute window.
- Sessions per User: Frequency of return visits over a 30-day window; may indicate loyalty and app stickiness.
- Session Duration: Average length of each visit over a 30-day window; signals depth of engagement and content/ad consumption.
Figure 1. A portion of the Audience Engagement widget displaying metrics on how often and how long users interact with an app over a 30-day window.
Ad Performance
This section provides a clear breakdown of how ads have performed in the app within the programmatic ad space over a 30-day window. Key metrics include:
- Traffic with IDFA/IDFV Flags: The share of identifiable programmatic traffic—i.e., traffic with iOS or Android identifiers available. This can help businesses improve attribution accuracy and refine targeting strategies.
- Click-Through Rate (CTR): The percentage of ad impressions that result in clicks. A higher CTR over a 30-day window may reflect stronger targeting and compelling creatives.
- Native vs. Interstitial Ads: The distribution of ad formats served in a 30-day window. This information can help businesses understand which ad types are driving engagement and support with optimizing future ad placements.
- Ad View Time: The average duration, measured in seconds, that users spent viewing ads in a 30-day window. Longer viewing times may suggest better ad placement, relevant content, and stronger user attention.
Figure 2. Ad performance for a 30-day window.
Device Distribution
This section provides a clear breakdown of the devices used to access the app within the programmatic ad space over a 30-day window. Key metrics include:
- Smartphone Usage: The observed share of programmatic traffic coming from smartphones over a 30-day window. This information can help businesses prioritize mobile-first ad strategies and ensure creatives are optimized for smaller screens.
- Tablet Usage: The observed share of programmatic traffic coming from tablets in a 30-day window. This insight can help businesses tailor ad formats and content for larger-screen experiences, where engagement patterns may differ.
Figure 3. Device distribution showcasing Tablet vs. Smartphone
All Audience Engagement data displayed in MRT reflect observed programmatic traffic from a 30-day window. Leveraging these insights can significantly enhance your understanding of audience behavior, improve user experience, and optimize your ad revenue strategy. Additionally, please note that these insights represent Pixalate’s opinions (not definitive facts) based on its analysis of programmatic traffic data.
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