Metrics

Dwell time

How long someone stays with a post before scrolling on, including reading a caption or expanding a carousel. Not usually shown in dashboards but strongly inferred by ranking systems, which is why long captions and multi-slide posts can lift reach.


Related terms

Attribution

Deciding which touchpoints get credit for a conversion. Every model is a simplification: last-click undervalues awaren…

Average view duration

Mean seconds watched per view. Read it alongside video length as a percentage: sixty seconds of a ninety-second video …

Bounce rate

The share of visitors who land on a page and leave without a further interaction. High bounce from social is normal an…

CPA (cost per acquisition)

Spend divided by the number of completed actions such as purchases or leads. The main efficiency number for performanc…

CPC (cost per click)

Spend divided by clicks. Useful for comparing creatives, but a cheap click that never converts is worse than an expens…

CPM (cost per mille)

The cost of a thousand impressions. A market price, not a performance measure: it rises with competition, audience nar…

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