Horizon’s Statistics help you understand how viewers interact with your leaflets without relying on complex analytics setups.
This is helpful to optimize your leaflets for more consumption and interaction, and compare performance across leaflets.
📖 This guide explains:
Breakdown of each metric:
When to use Horizon’s Statistics
The purpose of Horizon’s Statistics is to be actionable within the context of leaflets:
Give insights into how a specific leaflet performs
Provide the ability to compare performance across leaflets
Allow you to improve and optimize your leaflets
Insights into time spent, bounce rate, clicks and offer impressions and other metrics allow you to optimize for…
holding the viewer’s attention for longer
finding the optimal length of the leaflet
optimizing for the best offer density on a page
and much, much more.
When you may not want to use Horizon’s Statistics
We’ve purposefully defined our metrics to be as actionable as possible within the context of leaflets, and we’ve not used standard metric calculations.
Therefore, Horizon’s Statistics are not meant to be directly compared with data from other tracking sources - such as Google Analytics and similar - as discrepancies of the numbers are to be expected.
For example, if you want to compare leaflet performance to any other page on your website, we recommend that you compare the numbers for both in your own tracking platform.
Read more in our help article:
A leaflet is like an onion
In Horizon, and for many of the statistics we track, we divide a leaflet into several layers:
Pages
Offers
Products
A leaflet often consists of multiple pages. In the same way, a page often has multiple offers, and an offer can contain one or multiple products.
As an example, see this color-coded visualization:
Reporting statistics in this way allows you to analyze your leaflet, not just in terms of views and time spent, but also in terms of what those high-level metrics equal: How many pages, offers, and products were seen?
It allows you to go deeper and understand the performance better.
Views
Views are an important metric, as it tells you how much overall traffic your leaflet is getting.
A view is counted every time someone loads your leaflet. This means…
refreshing the page counts as a new view
opening the leaflet in another browser tab counts as a new view
A view can stay active for up to 60 minutes. After that, tracking stops unless the leaflet is refreshed and a new view is started.
Example
If your leaflet is loaded 10.057 times:
Views = 10.057
Time spent
Time spent measures how long viewers actively engage with the leaflet. It’s a good measure of how valuable and engaging your viewers find the leaflet.
Time tracking…
starts when the leaflet loads
pauses when the tab becomes inactive
pauses when the leaflet is no longer in view on the page, or the viewer goes to a different tab
stops after 60 minutes
This helps keep time spent realistic by avoiding inflated engagement times from inactive browser tabs.
Please note that many factors can influence time spent, for example, the length of the leaflet.
Example
If, out of 2.155 viewers, half spend 15 minutes in the leaflet, and the other half spends 5 minutes…
Total time spent = 21.550 minutes
Average time spent = 10 minutes per view
Bounce rate
Bounce rate is important to determine how many viewers are abandoning the leaflet before taking any meaningful action. Therefore, bounce rate measures views with low engagement.
A view counts as low engagement if the user:
Doesn’t click anywhere in the leaflet, or
Doesn’t view more than one page
💡 Single-page leaflets are always considered engaged.
Example
If 1201 viewers register a view, but 202 of them don’t click anywhere and don’t view more than one page…
Bounce rate = 16,8%
Clickthrough rate
Clickthrough rate is the number of views that had one or more offer clicks, expressed as a percentage of the total number of views.
Clickthrough rate is a good high-level indicator of whether your leaflet content is ‘just’ viewed, or the viewers take action and click on offers.
Example
If 102 viewers out of 321 clicks an offer…
Clickthrough rate = 31,7%
Offer clicks
An offer click is tracked whenever someone clicks anywhere inside an offer area. Offer clicks are presented as a total number and an average per view.
So, compared to clickthrough rate’s percentages, offer clicks give you a more granular view of how many…
Offer clicks the leaflet received in total
How many clicks a viewer performs on average
An offer click includes clicks on:
CTA buttons
product images
text areas
backgrounds
Each offer can only register one click per view.
A click does not need to lead anywhere to count.
Example
If 117 viewers click on 240 offers…
Total offer clicks = 240
Average offer clicks = 2,05 per view
Impressions
Impressions - of pages, offers and products - are tracked when at least 30% of the content is visible and has been on the screen for 700 milliseconds or more. This applies to both desktop and mobile.
Page impressions
Page impressions provide insights into how many total pages are seen in your leaflet, and how many average pages a viewer sees.
This is, for example, relevant to try to determine the optimal length of your leaflet, and strategically place certain pages earlier to increase chances of impressions.
A page impression is tracked when at least 30% of a page becomes visible.
Please note:
each page is only counted once per view
viewers can generate a page impression for multiple pages during the same View
If someone views pages 1, 2, and 3 during a visit: page impressions for that view = 3
If someone views pages 1, 2, 3 and goes back to page 1 during a visit: page impressions for that view = 3
Example
If 387 viewers in total see 5.321 pages…
Total page impressions = 5.321
Average page impressions = 7,4 per view
Offer impressions
Offer impressions give a total of how many times offers are seen, and how many offers a viewer sees on average.
This is useful to know either to…
optimize page layouts for maximum offer impressions, or
report to, for example, vendors/suppliers of the products you’re selling.
An offer impression is tracked when at least 30% of the offer becomes visible on screen.
Each offer is only counted once per view.
💡 In scenes containing multiple offers, each offer is counted individually.
Example
If 420 viewers in total see 8.500 offers…
Total offer impressions = 8.500
Average offer impressions = 20,2 per view
Product impressions
Similar to offers, product impressions show the total products seen in your leaflet, and how many products a viewer sees on average.
Remember: offers can consist of more than one product. If that is the case, then product impressions will be higher than offer impressions. Note that if all your offers consist of only 1 product, then the offer and product impressions will be identical.
A product impression is tracked when at least 30% of the product becomes visible on screen.
Each product is only counted once per view.
💡 In scenes containing multiple offers of multiple products, each product is counted individually.
Example
If 431 viewers in total see 10.000 products…
Total product impressions = 10.000
Average product impressions = 23,2 per view
Mobile rate
Mobile rate shows how much of your traffic comes from mobile devices and desktops.
Devices are classified based on screen width:
under 768px = mobile
768px and above = desktop
💡 Tablets are generally treated as desktop devices.
Example
If 62 out of 100 views happen on mobile…
Mobile rate = 62%
Completion rate
The average percentage of the pages seen out of the total number of pages in your leaflet.
Completion rate is always tracked for the total pages at that certain point in time. So, if you change the number of pages in your leaflet after going live, it will influence this number.
Example
If your leaflet has 15 pages, and viewers on average see 10 pages...
Completion rate = 66,6%.
Time spent on pages
How much time viewers spend looking at a specific page on average as a bar chart.
💡 Any page that is at least 30% in view will be time tracked. If multiple pages meet those criteria at the same time, both will be time tracked simultaneously.
Assuming time was tracked for a page at any point...
Changing the order of pages, or deleting pages, in your leaflet can skew the data.
The previously tracked data will still show on the bar of the original page number.
But new data collected will be populated onto the bar for the new page number.
Example
If you leaflet is 4 pages, and viewers on average spend 16 seconds on page 1, 13 seconds on page 2, 12 seconds on page 3 and 10 seconds on page 4...
Time spent page 1 = 16 seconds
Time spent page 2 = 13 seconds
Time spent page 3 = 12 seconds
Time spent page 1 = 10 seconds
That’s it!
If you have any questions about Horizon’s Statistics, feel free to reach out via support@ipaper.io or the chat in the bottom-right corner of the Horizon admin.