Metrics

Retention curve

The graph showing what percentage of viewers are still watching at each second. The steep drop in the first three seconds is normal; look for the second, unexpected dip and fix whatever happens there. Flat sections mean the content is working.


Where this is taught

8Short-Form Video
Scripting, shooting and editing TikToks, Reels and Shorts — plus the retention curves that decide 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…

Beyond the definition

Knowing the word is the easy part

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