ANALYTICS · THE YELL SOCIAL GLOSSARY

Watch time.

The total amount of time viewers spend watching video content within a report’s scope. It differs from average watch duration and from the percentage of a video watched.

IN THE REAL WORLD

A simple example

Twenty complete views of a two-minute video contribute forty minutes of watch time.

Put it into practice

Look at retention and average duration as well as the total so you can understand where attention is gained or lost.

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Analytics

A/B testing

A comparison of two versions of content or an experience to learn which performs better against a chosen goal. A useful test changes one main variable while keeping the comparison as fair as possible.

Definition & example

Analytics

Attribution

The method used to assign credit for a conversion to marketing interactions. Different models and lookback windows can give the same journey different results.

Definition & example

Analytics

Bounce rate

A website or app metric whose definition depends on the analytics system. In Google Analytics 4, it is the percentage of sessions that do not qualify as engaged sessions.

Definition & example

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Watch time.

A simple example

Put it into practice

A/B testing

Attribution

Bounce rate

Watch time.

A simple example

Put it into practice

A few terms to know next.

A/B testing

Attribution

Bounce rate