STUDIOSTACK 101

What We Measure
One of the most powerful aspects of the StudioStack platform is reporting. The reporting dashboard provides a summaryof how all the stories in a campaign are performing, in aggregate as well as individually.
Detailed story reports show an exceptional amount of data to help you better understand your story performance, fromreads, to active reading time, to clicks and traffic sources. StudioStack even measures scrolling behavior.
There are two ways that reports can be viewed: first, by clicking the graph icon in the top right corner of a campaign toview aggregate results; and second, by clicking the ‘View Reports’ button next to a story to view individual results.

The screenshots and descriptions below explain what we collect and how we report on each metric:
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Overview
Filters
Reads
Attention
Traffic Sources
LocationsViewability

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Devices
Links
Tweet Shares and Favorites
Facebook Shares
Facebook Post/Video Engagements
Facebook Ad Impressions and Clicks
Nativo Ad Impressions and Clicks

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1.

Overview

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These are lifetime metrics for all stories in a campaign at a glance, including total reads, average reading time,
average scroll, Facebook interactions and click-through rate.

2. Filters
Reports can be viewed and filtered to the following dimensions:•Date: Filter data to a given date range.

•Location: Filter data to the geographical origin of the viewer.

•UTM Campaigns: Filter data tagged with a specific utm_campaign to segment on different traffic drivers.

3. Reads
What we refer to as reads are essentially page views. These are the number of times our JavaScript loads on anarticle. If the same viewer reloads the page five times, we’ll register five reads.
We track unique reads by generating a unique identifier for a user and storing it in a cookie. On subsequent
visits, if we find the cookie, we’ll record the unique identifier as part of the read for the user. This allows us toSTUDIOSTACK by Pressboard

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de-duplicate reads for that user and determine unique engagements. Other than the unique identifier that wegenerate and store in the cookie, the cookie does not contain any personally identifiable information. Due to thelimitations of browser cookies, this technique is also limited to identifying unique users per browser, per device.
The user may also choose to remove the cookie at any time.

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4. Attention
Unlike traditional time spent measurements from tools like Google Analytics, we employ a technique called‘Active Time’ to measure attention. When measuring Active Time, the content must be in an active tab in theuser’s browser, during which time we look for signals like scrolling and mouse movements to ensure that theuser is in fact active on the page.

We continue to look for such signals through a heartbeat on the page; the heartbeat stops if we haven’t received
any signals from the user for more than 20 seconds. At that point, we stop measuring time spent. If the user evercomes back to the content and continues engaging, we’ll resume the heartbeat where we left off. Otherwise, weclose the session and assume the user has moved on, even if the page is still open in their browser.
We use this active time metric to report on total time spent and average time spent, and segment reads into timebuckets to better demonstrate quality of engagement.

5. Traffic Sources
We use the ‘Referer’ HTTP header of the incoming request to report on the source of traffic to an article. This isstandard practice and part of the open web. We use the Referer to report on how much of the story’s readershipis coming from social media compared to direct traffic, search traffic or referrals. We further break down thesocial traffic to see how many readers are coming from Facebook versus LinkedIn or other social platforms.

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6. Locations

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In compliance with the General Data Protection Regulation (GDPR) and other privacy laws, we use the IP addressof the user to determine the geographic location of where they are consuming the article. We use a MaxMindGeoIP database to loosely map the IP for the location of the read and report down to the region. We also use
this data for our locations filter.

7. Viewability
The viewability report shows where readers are dropping off in a story. This report also shows the average
scrolling depth of the stories and how many people read the story in its entirety.
In order to determine viewability, we utilize an HTML tag at the beginning and end of a piece of content andrecord their positions in the article once the page loads. We also record the height and width of the browser todetermine the most a user can view at once. Then, we use the same scrolling signals that trigger our attention
heartbeat to determine how far down the article the user scrolls. We also pinpoint the velocity at which the user
scrolls through the content, paired with a timestamp, to report on quality of engagement.

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8. Devices

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The device report shows what readers are seeing your story on, whether mobile, tablet or desktop. We use thebrowser user-agent and the size of the device’s screen to determine the device type.

9. Links
The links report shows the number of clicks on the ‘Presented By’ logo, the footer image, the hyperlinks
included in the footer message and any trackable links added to your campaign.

10. Tweet Shares and Favorites
If a Twitter account is configured, we use the Twitter Application Programming Interface (API) to find any tweets
in a feed that have a specific article URL. We then report on the number of re-tweets and favorites the tweet has
in relationship to that article. It is also possible to attach a tweet manually to pull additional data.

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11. Facebook Shares

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We use Facebook’s open APIs to report on related shares,
reactions and comments on posts that contain the URL for
an article.

12. Facebook Post/Video Engagements
If a Facebook account is configured, we use the FacebookGraph to report on:• Impressions (unique, total, organic, paid)•Fan Reach (unique, total)•Clicks (unique, total, organic, paid)•

Engaged Users (unique, total)

This is in addition to Facebook Share data.
A video post can also be attached to a story to further
report on:• Video Views (unique, total, organic, paid)•View Time by Top Audience (age, gender)•View Time by Region•

Video Time Spent

13. Facebook Ad Impressions and Clicks
Our Facebook Marketing integration allows you topromote your content on Facebook and acquire qualified
reads. Once configured, we pull daily impressions andclicks data from the Facebook API for all the promotions
executed through StudioStack.

14. Nativo Ad Impressions and Clicks
Our Nativo integration allows you to connect your Nativo campaigns to your stories. Once configured,
we pull daily impressions and clicks data from the Nativo API for each linked story.

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