NativeAI - Publisher Analytics & Monetization Platform

Analytics Metrics Usage Guide

NativeAI Analytics for Publishers provides you with a wide variety of dimensions, metrics & dashboards as well as an API access point so that you can use the data to uncover actionable insights on your audience.

The below guide will help you understand what the terms mean, definitions of metrics, how they are calculated and how to best use various reports and dashboards on our platform.

  1. Metrics & Definitions
  2. How to use Analytics Reports & Dashboards on NativeAI
    1. Activity & Real-time Dashboard
    2. Audience Interests Report
    3. Author Report
    4. Story Report
    5. Campaign Report
    6. Content Mix Report
    7. Peer Comparison Dashboard
    8. Opportunities Report

Analytics Metrics  - Definitions 

Metric Definition Available On
Engagement Quality / Engagement Engagement Quality (EQ) is a custom metric devised by NativeAI to measure value of audience interactions with content. To calculate Engagement Quality, we measure time spent and scroll depth, and then normalize that by the length of the story, as calculated by our analysis engine. A score of 0 means the reader immediately left the story, and a score of 1 means they spent adequate time and scrolled down deep enough to fully consume the story. So an average EQ for an interest is an indicator of how well readers were consuming the content about this interest compared to the site average.

We calculate EQ only for story pages, which contain an article, video or other content and not for listing pages such as the the Home Page, News categories such as Sports, FInance etc.
Realtime
Activity
Authors
Audience Interests
Story View
Publisher Tag view
Audience Interest View
Content Mix
Story Views / Engagement Volume Story Views or Engagement Volume refers to the number of views your story pages had in a selected time period. NativeAI is able to spot the difference between story or article pages and other pages such as homepage, category listings etc. Story views count page views on only URLs detected as stories. Realtime
Activity
Story View
Publisher Tag view
Audience Interest View
Visitors Visitors refers to the number of unique users (as identified by browser cookies) who visited your website or app. If a user visits from multiple devices, they are counted as two separate visitors. Realtime
Campaigns
Avg. Session Average Session denotes the amount of time spent by a visitor on a visit to your website. Realtime
Campaigns
Story View
Story Pages Story pages are URLs on your website that are recognized as an article or news story by our NLP algorithm. Tracking story views separately allows you to more accurately measure impact of editorial team, authors, audience development etc. distinct from the impact of website / product related tweaks. Realtime
Recirculation Recirculation measures the percentage of your website users who visit at least 1 other page on your website or app, after their first page. It includes visits to story as well as non-story pages and is a good indicator of 'audience stickiness' and content recommendation implementations. Realtime
All URLs The All URLs tab shows the highest ranked URLs on your website including story pages and other pages such as homepage, news category pages, weather, contact etc., ranked by Reads. Engagement Quality (EQ) is not available for non-story pages. Realtime
New Stories New Stories gives you a count of the number of new articles or stories that were published in the selected time frame on your website or app. Realtime
Activity
Publisher Tag view
Audience Interest View
Avg. Reading Time Average Reading Time indicates the average time spent per article read on story pages. This is not to be confused with average session time, which measures time spent in one session across multiple pages. Realtime
Online Now The Online Now metric shows the number of users who are currently on your website in real-time. Realtime
Avg. Reads / Session This metric shows the average number of articles read by a user per session. Realtime
Traffic Channels / Channel The Traffic Channels section help you analyze your Audience Acquisition by depicting the number of reads and engagement quality for traffic originating from each listed traffic source. Channel data is collected using HTTP Referrer data. You can filter most analytics reports on NativeAI by choosing one or more traffic channels as a segment. Realtime
Activity
Authors
Audience Interests
Story View
Publisher Tag view
Audience Interest View
Popular Interests Popular Interests is a section of the analytics report that lists the news topics which generated the highest interest in Audiences by Article Reads or Engagement Quality (depending on which tab of the report is open). Using this section you can deduce Audience Interests for the set of filters and a selected time period and dive deeper into all the stories that are tagged with this topic, by clicking on the topic. Realtime
Audience Interests Audience Interests contains the list of topics in your content, that drive high engagement with your readers. The Audience Interests treemap is a visualization of News Topics / categories that are recognized by our NLP engine in your content, which drive the maximum engagement with your audience. NativeAI determines Audience Interests by classifying your content into the topics that it is most strongly associated with and measuring the level of attention the story gets from your readers, and combines high interest in specific topics to build this report. Realtime
Activity
Story View
Top Stories (Story on Peer Comparison) The Top Stories (or Story) section lists all the stories which are identified to belong to a particular Topic/ Interest and which fulfil the criteria applied on the analytics filters, sorted by Reads and Engagement Quality. In the Peer Comparison report, the stories table under the Peer against who you are comparing will not feature reads or engagement data and will be based on number of stories in a particular interest. Realtime
Activity
Publisher Tag view
Audience Interest View
Peer Comparison
Reads Reads is the number of times the URL or page was loaded, it is also known as pageviews on some other analytics tools. Realtime
Authors
Campaigns
Audience Interests
Publisher Tag view
Audience Interest View
Content Mix
Visitor Loyalty / Loyalty The Loyalty widget indicates the behavior of your audience, with regards to their repeat visits & loyalty to your publication. NativeAI defines loyal readers as anyone with 10 or more sessions in the past 30 days. Users with more than 1 but less than 10 sessions in the past 30 days are classified as returning users and users with only 1 session are classified as Visiting users.

The loyalty indicator can also be used as a segment using the filters to analyze Audience Interests, Traffic Channels, Campaigns etc. among more loyal users. This can also be very useful if you are evaluating a digital subscription or paywall to estimate the likely size of your audience who is likely to convert.
Realtime
Activity
Authors
Audience Interests
Story View
Publisher Tag view
Audience Interest View
Devices As the name suggests, this section gives a break down of the devices - between Computers (desktops, laptops, notebooks), Smartphones, Tablets - used to access your website or app. It can also be used as a filter to segment your audience. Realtime
Activity
Authors
Audience Interests
Story View
Publisher Tag view
Audience Interest View
Geography The Geography section on the traffic reports depicts the top countries from which your readers access your website or app, this is sorted by Reads and you can view the associated Engagement Quality.
The Geography filter allows you to filter all analytics reports on the NativeAI dashboard by the location of your readers.

Activity
Authors
Audience Interests
Story View
Publisher Tag view
Audience Interest View
Session length The session length indicates the average amount of time spent by a reader in a single session, on stories that fulfill the filters you have selected (publisher tags, authors or audience interests).
Activity (on selecting one interest or author)
Authors (on selecting one)
Audience Interest View
Audience The Audience Widget shows details about the readers such as Interests, Loyalty and Devices used to access the content.
Activity (on selecting one interest or author)
Authors (on selecting one)
Campaign Filter & view UTM Campaign parameter data for all traffic to your publication to measure the impact of ad campaigns, paid promotions etc.

UTM parameter reporting is done using values passed in the URL and helps marketing & audience development teams measure campaign performance accurately.

Campaigns
Source Filter & view UTM Source parameter data for all traffic to your publication to measure the impact of ad campaigns, paid promotions etc.

UTM parameter reporting is done using values passed in the URL and helps marketing & audience development teams measure campaign performance accurately.

Campaigns
Medium Filter & view UTM Medium parameter data for all traffic to your publication to measure the impact of ad campaigns, paid promotions etc.

UTM parameter reporting is done using values passed in the URL and helps marketing & audience development teams measure campaign performance accurately.

Campaigns
UTM In this section of the Story view, you can check the UTM Source, Campaign, Medium parameters that drove traffic to a particular story.
Story View
Top Interests (treemap)

The Top Interests treemap is the interactive chart of Audience Interests (detailed earlier in this table) which shows the top interests of your readers based on their behavior on your website.

The percentages against each Audience Interest indicate the percentage share of total audience engagement on your website driven by that particular topic.

You can explore specific interests by clicking on any colored region. Clicking an interest will show you sub-interests as well as the top stories you produced that generated engagement with that interest.


Audience Interests
Content Mix
Publisher Tags NativeAI can recognize the tags that you add to content on your articles and present them on analytics reports, so that you can group, filter and analyze data effortlessly. On clicking any story and opening its analytics report, you can view Publisher Tags which are tags added to the meta data in the header of an article, usually by the writer / author for classification on your website, within news categories and topics. Click on a publisher tag to view all associated articles and related analytics data.
Story View

 

How to use NativeAI's analytics reports

  1. Activity & Real-time Dashboard
    Useful for: Editorial staff, Authors, Audience Development & Marketers
    nativeai analytics reader activity traffic report
    Get a complete overview of your traffic, audience and their interaction with your content with these two dashboards. With aggregated traffic volumes, session lengths, sources of traffic, session attributes such as device, geographic location as well as audience attributes such as Loyalty, Audience Interests you get a clear picture of your performance.

    nativeai realtime analytics report
    On the real-time report you can get a live chart of traffic to your website, re-circulation, stories published and engagement quality, as compared to the same day of the week from prior weeks. This makes the real-time view perfect for a wallboard or TV in your newsroom.

    Traffic Volume and Engagement Quality are the most critical metrics to monitor here to get a sense of reader behavior on your website.
    This view includes analytics about your content as well in the form of Number of Stories published, Authors, performance of each story and clusters of stories grouped by topics / audience interests.

    All the data in these 2 dashboards can be filtered by Traffic Channel, Device, Geography and Loyalty. Filtering by subscription status is in the development pipeline. You can select the desired date range to sort through historical data and export to CSV files using the link above the chart.

  2. Audience Interests Report
    Useful for: Editorial staff, Audience Development, Ad-sales & Ad-ops
    nativeai for publishers audience interests report
    The Audience Interests report is an interactive, filterable report which allows you to understand what drives engagement from your audience. As defined in the definitions table above, the percentages indicate the share of your audience who are interested in stories related to the selected topic.

    Click on one of the colored panels to narrow down into sub-topics and see the stories related to that topic and their performance.
    ezgif-1-8a9598a19e

    This report is generated using NativeAI's proprietary NLP engine for Analytics which can recognize over 1 Million audience interests or news topics in your stories and determine the level of your reader's interest in the topic by using advanced engagement quality measurement algorithms.

    The Audience Interests report can help you answer questions such as:
    1. What topics do my readers engage most with?
    2. What news topics / categories should I deploy more reporting or writing resources to?
    3. Have readers' interest levels in certain topics reduced or increased over time?
    4. Does the audience on Facebook differ from the audience from Twitter vary in the stories or topics they prefer? Do they like different types of stories?
    5. Which audience should I target for my next paid promotion on Facebook or Twitter or Google?
    6. Which news topics will work better for my Newsletter audience?
    7. Does interest in certain topics predict likelihood of subscriptions?


  3. Author Report
    Useful for: Editorial staff, Journalists & Reporters
    editorial analytics authors performance report
    Editors can get an overview of how your Reporters, Journalists, Contributing writers and even stories from the wire services like AP perform with this report. NativeAI's content analytics engine automatically recognizes the author of each story and groups analytics reports. This view gives the Number of Stories published, Reads and Engagement Quality driven by stories published by that author in the selected date range.

    Click on the Author's name to dive deeper into the analytics for all stories published by the author.
    author report deep dive
    The report for a single author allows you to explore the historical data of stories published, reader engagement trends and traffic volumes along with session length. You can also filter these by location, traffic sources etc. to identify channel affinities.  Top Audience Interests in the stories by a particular author are also available under the Audience tab, along with loyalty behavior.

  4. Story Report
    Useful for: Authors, Audience Development & Editorial staff
    analyse reader behavior on a news story
    Authors and Editors can click on the title of any story to open the detailed analytics report for that story. The report contains information on the Audience Interests that we classify a story into, tags that you have added as meta data (publisher tags), traffic stats, session length, engagement quality over time, traffic acquisition statistics and UTM Campaign details.

    Audience Development teams can uncover 'other topics or Audience Interests that readers of a particular story liked'. This can be very helpful to understand and target users in any promotional campaign.

  5. Campaign Report
    Useful for: Audience Development, Marketers
    analytics utm campaigns for news media
    Find campaign performance, not just by traffic statistics but also by Engagement Quality on the UTM Campaigns report. You can slice and dice the data with geographic, device, loyalty filters and also filter by UTM Campaign, Source or Medium parameters. The handy search allows you to find the campaign you want in an instant. You can also find UTM tabs in story and activity reports while tracking the UTM performance for a single story.

  6. Content Mix Report (earlier known as Content you produced)
    Useful for: Editorial staff, Reporters & Journalists, Senior Management
    Content Mix of my digital news media publication
    The Content Mix report is a powerful Content Analytics tool for Editorial Strategy - it answers the question "What topics are we writing about the most often?" It allows you to visualize the entire landscape (or news-scape) of stories that you publish, as a filterable, interactive treemap with Percentage Shares for each topic - regardless of traffic or engagement data. 

    While this report is visually similar to the Audience Interests Report, the percentages here are an indicator of your content while on the latter the percentages are an indicator of how your readers engaged with your content. You could also read more in our Content Mix reports of Top News publishers and on our blog about Content Mix reports.

  7. Peer Comparison Reports
    Useful for: Editorial Staff, Senior Management
    PeerComparison.mov
    Compare your own content mix with your closest competitors to identify gaps, growth opportunities and differences in editorial strategy. NativeAI processes news stories that are on publicly available news feeds from over 20000 sources worldwide and builds these Content Mix charts for each such publication.

    To compare against a selected publication, just search for the name or URL and if you are unable to find a particular publisher, please contact us with details.

    You can read our detailed explanation on How to use Peer Comparison on NativeAI. Here are some questions that content mix comparison can answer for your publication:
    1. What topics does our competition write about (more) that we do (less of or) not cover?
    2. Which audience interests / topics do we have a strong lead on, how do we reinforce and build on the lead?
    3. For a given news incident, how does our story compare to that written by our competitor?
    4. Who broke the news - did a competitor publish a news story on a particular incident before we did?
  8. Opportunities Report (Beta)
    Useful for: Editors, Authors & Journalists
    opportunities report underserved and overserved topics
    Discover News Topics that you are writing too little about or too much about on the Opportunities report. This can be a critical part of your Editorial Strategy as it compares the answers to these 2 questions: "What topics do your Audience engage with the most?" and "What topics or interests do you write about the most?" to identify Over-served and Under-served Audience Interests in your editorial calendar.

    Hover over an over-served or under-served interest to check the 'Potential' which indicates the size of the gap between how much your readers want stories on that topic versus how many stories you are publishing on it. The NativeAI Opportunities report uses an algorithm to determine these gaps and opportunities and is currently in Beta. 

Have More Questions? 

We are happy to help, please leave us a message using the chat button on the bottom-right corner of your screen. If you would like to use our API or need assistance with implementing NativeAI SDK for your mobile app, please contact us using the same chat button.