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Key metrics used for content access analytics


Content access analytics reports the number of unique users listening to a specific piece of content over one or more listening sessions in a specified reporting period.  


Core Metrics
Report HoursThe number of hours in the requested reporting period. Any analytics reporting only makes sense in the context of a specific time range.
Sessions Starts (SS)Indicates new listening sessions started within the reporting period that lasted a minimum of 1 minute or more.
Active Sessions (AS)Reports the number of unique active sessions in the reporting period, including only sessions that were longer than 1 minute. Unlike sessions starts this metric also includes sessions that were already active at the start of the reporting period.
Users (CUME)The total number of unique users with at least one active session in the reporting period, also known as the cumulative audience.
Total Listening Hours (TLH) Sum of all time spent listening to active sessions in the reporting period.
Average Active Sessions (AAS)Average sessions that are active per hour. Calculated as total listening hours (TLH) divided by report hours.
Average Time Spent Listening (ATSL)Average duration of sessions. Calculated by dividing total listening hours (TLH) by active sessions (AS).


Core metrics provide the minimum required measurements that are useful to understand audio delivery analytics.

Additional metrics are then derived from these core measurements to provide reporting users with further insights.


Additional Metrics
ConnectionsShow all sessions that started, event including ones that did not reach the minimum 1 minute duration required to be counted as a Session Start (SS).
Total Bytes SentSum all of data sent to listeners during the reporting period. This value may not include all delivery overheads for example TCP packet overheads and retries.
Peak Active SessionsPeak concurrently active sessions reached in the reporting period.
Average Minutes per UserAverage number of minutes consumed per user. Calculated as total listening hours (TLH) divided by the number of users (CUME).
Average Sessions per UserNumber of sessions started per user. Calculated as active sessions (AS) divided by the number of unique users (CUME).
Sessions completeNumber of completed sessions. Applies only to fixed-time content, such as podcasts or ads where the session can reach the "end" of the audio.
Sessions midwayNumber of sessions listened to at least the middle of the content. Applies only to fixed-time content, such as podcasts or ads where the session can reach the "end" of the audio.



Measuring Users


How "unique users" are measured can make a drastic difference to the results produced.

In general, the IAB definition of a unique user is used, which is defined as the combination of the request IP address and the requesting software's "User Agent" string.

In some cases this may cause under reporting of unique users, but in many more cases it may cause over reporting of unique users.

It is however the defined standard for measuring unique users, and most importantly the only means available to truly measure unique users from access delivery logs also.

In cases where more precise user measurement is available (in other words, the client player tracks the unique user over time and supplies this value) this may be used to improve unique user reporting.