The same words come back on your campaign dashboard, your own dashboards and the performance report. Here is exactly what each one counts.
The four main numbers
Think of them as steps. Each step is a smaller group than the one before.
- Views: every time the campaign is loaded. One person who opens it three times counts as three views. (This used to be called impressions.)
- Interactions: every time someone starts taking part, for example by starting the game or moving on from the first page. A view where the visitor only looks and leaves is not an interaction.
- Participants: every time someone submits the form. A person who plays three times counts three times.
- Leads: the number of different people who took part in this campaign. A person who plays three times is one lead. (This used to be called unique participants.)
Leads are counted per campaign. If someone already took part in another of your campaigns, they still count as a lead here, the first time they take part in this one.
Conversion rates
On the dashboards, conversion is measured step by step:
- Interaction conversion: interactions ÷ views. How many of those who saw the campaign started it.
- Participant conversion: participants ÷ interactions. How many of those who started also signed up.
- The conversion on the Leads card: leads ÷ interactions.
In the performance report, conversion rates are measured against views instead (participants ÷ views and leads ÷ views), because that is easier to read for people outside marketing. So the same campaign can show different percentages in the report and on the dashboard.
New, existing and returning players
- New participants: people who were never a lead in your account before.
- Existing participants: people who were already a lead in your account, for example from an earlier campaign, but are new to this campaign.
- Recurring participants: participations by people who already took part in this campaign before, and came back to play again.
- Confirmed leads: confirmations of double opt-in emails. See Double opt-in.
- Interaction amount (participation frequency): how many people took part once, twice, three times and so on, up to 10+. Each person is counted once, in the group for how often they took part in total, if they took part in the chosen period.
In the performance report, the Repeat Participation Rate is recurring participations ÷ (leads + recurring participations).
Games
- Game completions: games played to the end.
- Bounced interactions: interactions that didn't end with a completed game. In other words, interactions minus game completions.
- Bounced interactions rate: bounced interactions ÷ interactions.
- Total engagement time: the time all players spent on the game, added up over all game completions.
- Avg engagement time: the average time per game completion, shown as hours, minutes and seconds.
Prizes
- Prizes won: prizes handed out to winners.
- No prize: completed games that didn't win a prize (game completions minus prizes won).
- Win rate: prizes won ÷ game completions. In the performance report, win rate is prizes won ÷ interactions.
- Prizes redeemed: prizes that winners have used, for example scanned in a shop.
- Unique prizes redeemed: redeemed prizes, counting only the first prize of each winner.
- Prizes expired: prizes that were not redeemed in time.
- Redemption rate: prizes redeemed ÷ prizes won.
- Total prizes: how many prizes the campaign has in stock in total. Prizes with an unlimited amount are not counted.
- Remaining prizes: how many prizes are still left to win.
Emails
- Emails sent, Emails opened, Emails clicked, Emails bounced and Emails unsubscribed: the emails your campaign sent to players, and what happened to them.
- Email open rate: opened ÷ sent.
- Email click rate: clicked ÷ opened. So it shows how many of those who opened the email also clicked.
Breakdowns
You can split many numbers by:
- Date: day by day.
- Device: desktop, tablet or mobile, based on the visitor's browser.
- Country: based on the visitor's internet connection.
- Channel: the channel link the visitor came from. Visitors without a channel are shown too.
- Events (Action data): the clicks you track on buttons.
- Prize: per prize.
- Email: per campaign email.
Good to know
- Plays in the preview are not counted.
- The statistics update every few minutes ("Data updates every 5 min").
- A period is always at least three days long.
- Reset data on the campaign dashboard removes all statistics of a campaign, for example after testing.