These terms (definitions + examples) are listed in alphabetical order below:

To go back to the Insights glossary, click this link.

The number of unique Mobile App users in the selected reporting period.

EX: If Subscriber “A” logs into the Mobile App 2 times today and Subscriber “B” logs in 3 times today, this metric will show 2 active users.

The percentage of your Audience Members that are active Mobile App users.

Adoption Rate = (Active User / Total Audience) * 100.

EX: If you have 200 Audience Members and only 40 of them use the Mobile App, the Mobile App adoption rate would be 20%.

The number of Subscribers who have been successfully verified for the first time on the Mobile App during the selected reporting period.

The average number of times your Subscribers clicked inside of the Mobile App once they start a Session.

Average Clicks Per Session = Unique Clicks / Sessions.

EX: Subscribers “A” and “B” log into the Mobile App. Subscriber “A” clicks on 10 separate Stories, and Subscriber “B” clicks on 4 separate Stories. These Subscribers will have an average of 7 clicks per Session.

The average length (in minutes) of a Mobile App Session during the selected reporting period.

Average Session Duration = Total Number of Minutes / Total Number of Sessions

EX: If the Mobile App logs 50 Sessions last week with a total of 500 minutes, the average Session duration for that week would be 10 minutes.

The average number of active Mobile App users per day.

The percentage of your Audience who visit the Mobile App on average each day.

The unique number of times a Subscriber clicks on a piece of Content in the Mobile App.

EX: If a Subscriber clicks on 3 separate pieces of Content in the Mobile App, they will record 3 clicks.

The rate your Subscribers are clicking on the Content that is presented to them on the Mobile App.

Content Click Rate = (Total Unique Clicks / Total Impressions) * 100.

EX: If 10 pieces of Content appear on the Mobile App (impressions) and I click on 3 separate pieces of Content (unique clicks), my Content click rate is 30%.

The number of unique opportunities your Subscribers had to view your Content on the Mobile App across the reporting period.

Note: An impression does NOT mean that the Subscriber engaged with the Content. It just means that the Content appeared on their screen.

EX: Subscriber “A” is shown 7 pieces of Content inside the Mobile App (logging 7 impressions), and Subscriber “B” is shown 9 pieces of Content inside the Mobile App (logging 9 impressions). These Subscribers would log 16 impressions.

The number of times a Subscriber opens the Mobile App.

Note: Sessions are kept alive by Subscribers continuing to interact with Content. If they do not continue interacting with Content, the Session will expire, and a new Session will start next time they open the Channel.

EX: If a Subscriber logs into the Mobile App 2 times in one day, there will be 2 Sessions recorded for that day.

The percentage of sessions on the Mobile App that are made on iOS and Android (shown as a pie chart on the Insights page).

Sessions by OS = (# of Sessions made on the Specific OS / Total # of Sessions) * 100

EX: 100 Sessions were tracked on the Mobile App last week. 75 of those Sessions were made on iOS and 25 of those Sessions were made on Android. This means 75% of the Sessions were made on iOS and 25% were made on Android.

The number of users who used the Mobile App during the reporting period (counts ONLY the Subscriber’s first use).

EX: If 20 Subscribers used the Mobile App last week and 5 of those Subscribers used the Mobile App twice last week, the total number of unique users would be 20.

To go back to the Insights glossary, click this link.

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