Analytics Glossary

For definitions of other terms, see also the following reference material in the Ooyala IQ Developer Guide:
Term Definition
asset Ooyala term for content of various kinds, typically videos.
cardinality The maximum number of possible values of a dimension. For example, a dimension named "color" might have three possible values: red, green, and gold. This dimension has a cardinality of three.
conversion rate In Ooyala v2 Analytics terminology, the change from a "display" event to a "play" event; that is, how many times the video was actually played, not simply displayed. (Note that in common industry understanding, "conversion rate" can mean many different things, such as conversion of a user from viewing an advertisement to actually making a purchase.) In Ooyala IQ there are two conversion rates; see conversion rate, play and conversion rate, video.
conversion rate, play Ratio of plays requested to display events. Videos that are displayed on high traffic pages, but are not played, will have low conversion rates.
conversion rate, video Ratio of start events to plays requested events. The Video Conversion Rate is useful for any publisher that provides some form of "bumpers" before the video starts or runs pre-roll ads to track the abandonment rate of consumers that quit before the requested video begins.
derived metric A metric that is calculated from other, primary metrics.
device Dimension to record the type of device the user operates to plays your asset. This is derived from the USER_AGENT web server environment variable.
dimension An aspect or attribute of a video. All videos have the predefined dimensions described in Dimensions in the Analytics Developer Guide.
displays A count of the number of display events for a given asset. A display event is triggered each time a new video asset is loaded by the player.
DMA Dimension to record Designated Marketing Area.
domain Dimension to record the fully qualified domain name (FQDN).
engagement A word used to classify metrics related to how much time people spent watching a video. See the "playthrough" metrics described in Metrics in the Analytics Developer Guide.
event A defined occurrence of a phenomenon in the "life of an asset", such as display, playRequested, or playStarted.
filter "Constrain", decrease the amount of data by excluding some metrics to focus on specific aspects of the data. Noun: an instance of such filtering.
geography Dimension to record the geographic location. Calculated by the system based on the IP address of the user's device.  Geography actually consists of three separate dimensions: country, region, and DMA.
identifier The unique value that identifies any given object, such as a video. Sometimes called a "key."
kpi Key performance indicator.
metric A measurement.
location An old term from Analytics v2, now called "Geography".
os The operating system (OS) dimension of devices.
player loads The number of times a video player has been loaded on a page or device.
players Video playing software with a defined name. All Ooyala players have defined names. Also, the dimension to record this.
plays requested The number of times the "play" button is triggered either manually or automatically. A count of the number of playRequested events for a given asset (this could be playing an ad or the actual video content). Plays requested does not include replays.
playthrough (%) Percentages of completion of playing assets, 25%, 50%, 75%. Applies only to video-on-demand, not live assets. This is a measure of the furthest point a user has reached during one video view session. There will only ever be one count of each playthrough % per video view session per user (for example, even if the user rewinds and re-watches the first quarter of the video three times during the same video view session, there will only be one count of 25% playthrough). See the "playthrough" metrics described in Metrics in the Analytics Developer Guide.
slice-and-dice (verb) To filter, to constrain, to limit the analyzed data by constraining it in various ways.
summarize (verb) To calculate totals of lower order items in "buckets" or defined groups. Sometimes called "roll up". For example, the count of all devices of type "iOS" is the "iOS rollup."
total hours watched Sum of the time all videos were watched.
traffic source Recorded in the domain dimension, the site that referred or redirected the user's player to your asset. Derived from the HTTP_REFERER web server environment variable. Note that this is not the site the user "came from" to reach the location where the player is. This is the site where the player is embedded.
trending Most popular videos are measured as videos with the most momentum during the time window. Momentum is calculated using a combination of time watched and the hourly increase of a video's performance against its baseline.
user, unique user In many cases, a synonym for plays_requested. Unique users are calculated in the following ways:
  • Ooyala mobile SDK for iOS: The Ooyala mobile SDK for iOS generates and store a random unique ID which is application-specific. The unique ID is generated in the "OOClientID" class and is stored in the "standardUserDefaults" object and is valid until the application is deleted. This unique ID cannot be erased or reset by the end user without deleting the app. The application developer can store a different ID than the generated ID by erasing the existing ID [OOClientID resetID] and setting a new ID [OOClientID setID:New_ID].
  • Ooyala mobile SDK for Android: The Ooyala mobile SDK for Android generates and store a random unique ID which is application-specific. The unique ID is generated in the "OOClientID" class and is stored in the "SharedPreferences" file and is valid until the application is deleted. This unique ID cannot be erased or reset by the end user without deleting the app. The application developer can store a different ID by erasing the existing ID [ClientID.resetID(context)] and setting a new ID [ClientID.resetID(NEW_ID)].
  • All other environments (HTML5, Flash, Chromecast): In other environments, a unique user is identified by local storage or cookie. To generate the GUID, Flash players use the timestamp of when the GUID is generated and append random data to it. The string is then converted to base64. To generate the GUID, HTML5 players use the current time, browser information, and random data and hash it and convert it to base64. Within the same browser on desktop, once a GUID is set by one platform it is used for both platforms for the user. If a user clears their browser cache, that user/device's ID will get regenerated next time they watch video. Incognito modes will track a user for a single session, but once the browser is closed the GUID is erased.
video starts The number of times users started watching actual video content (non-ad content). Recorded via the playStarted event.

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