Are you really efficient in measuring performance?
Motionly enables professional users to easily design highly-engaging interactive animations. Interactivity provides amazing results on the creative side, of course. But when it comes to talk about metrics and performance. It also changes everything. Let’s explain why.
In a lot of industries, the key metrics are the “view” or the click, particularly in advertising. They are essential of course, but making of them your only indicator would be a mistake. Why? Because it doesn’t give you all the information you could have. Interactivity allows us to go further.
Interactivity serving metrics
In real life, it seems logical that interacting with someone brings more information than just seeing this person. The principle is the same here. Interactivity gives considerably more information than a simple view.
More and better
Motionly provides three main types of metrics: technical, viewability, and interaction metrics.
Schematically, technical metrics measure the impression volume.
Viewability metrics tell us if the experience – remember: “experience” is the name of Motionly’s animation in our grammar – was seen and for how long. Usually, viewability is counted as soon as the first pixel of the displayed object appears. Motionly goes further by taking account of the percentage of visible surface as well as the duration of exposure, and separating them to be more precise.
Technical metrics and viewability metrics are references for interaction metrics, which enable you to know more about interactions generated by your experience(s).
By measuring micro-interactions that are part of UX, those three main types of metrics provide a very high level of granularity. Statistics provided by Motionly are therefore much more accurate than those provided by traditional measures on a page.
A focus: interaction metrics
The goal is simple: to give you the most accurate knowledge of what happened and avoid difficulties.
As an example, let’s focus on Interaction metrics. There are four: Scroll, Reach, Complete, and Open. Each of them translates the achievement of a goal in terms of end-users’ engagement.
- Scroll: If the experience is in scroll-motion, this type of metric lets you know if the end-user has “played” with the experience. How? An event is triggered when the end-user has been scrolling up and down while the experience is visible in its scrolling container viewport. The mechanic is always this: an event is triggered when a goal is achieved and that’s what gives you a metric.
- Complete: To know how long end-users have seen the experience is great, knowing that they have completely seen it, is even more satisfying. In a “story” context, this metric will give you this information.
- Reach: if the experience is a story, this metric will tell you if the experience has reached a certain percentage of its total duration. With this metric, you’ll know how far the end-user went in the experience.
- Open: do we really need to explain this one? 😉 This metric appears when the end-user clicks or taps on the experience frame in a zone you defined, a call to action for example.
All those metrics can be articulated with other ones. The goal is simple: to give you the most accurate knowledge of what happened and avoid difficulties. For example, the articulation between technical, view, and interaction metrics can tell you how much time the animation was displayed and give you, on the total, how much time end-users have played with it. This can be really interesting in an advertising context. At the same time, the articulation between Load and Display, which are our two technical metrics can help to correct the loading parameters. As you might guess, Load measures how much an experience is loaded and Display how much it is seen. The ratio between them can alert about something dysfunctional.
Build your own measurement standard
“Give you the most accurate knowledge of what happened” we said? Yes, and that means also to be able to adapt the threshold of those metrics to each experience. Motionly’s metrics adapt to your creativity and to your needs.
If your experience is very short or if your key message is at the end of the experience for example, you need to have the possibility to know if end-users have reached this message in their journey. In a nutshell: the metrics are customizable via threshold parameters to let you build your own measurement standard for each experience.
A virtuous standard: RGDP-compliant… and so much more
This ability to measure would be useless if it was not in line with current standards and those which will appear in a few months. Motionly is RGDP-compliant, uses no cookies, stores no IP address, records no-user agent. Our goal is to offer metrics dedicated to UX science, not to track.
Beyond ethical matters, this principle and the compliance to future standards is for us – and above all for you – a question of efficiency, and finally of performance too.
Keep control on metrics and use your own tools
Motionly’s metrics are not only virtuous for end-users. They are also for you. We do not have any filter, information is yours. Then you can see anytime what is happening with your experiences.
And to better understand what is at stake, Motionly is compatible with Google Analytics, where you can directly visualize events generated with Motionly. The more you know, the better you’ll do.
Fully objectify your creations
Metrics give you the opportunity to measure better to objectify your creations. Objectifying is a complicated process particularly on creative matters. Complicated, but essential to exceed. When does the experience generate more scrolls? When should your message appear on the screen? Or what catches the most attention of the end-users or makes them want to go back? Here are some of the questions you’ll be able to answer with Motionly to improve your creations and be more and more relevant.
Play forward: be more performant in measuring performance
Changing your vision of metrics may be a big step, but it’s for the better. Motionly offers rich and customizable metrics. They may give you the opportunity to fall within a UX approach or to create new business models based on interaction rather than on impression. Your creations are not static anymore, why should metrics be?
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