Digiseg studies can measure multiple events, which are named slightly differently depending on the type of study. Overall you can call these Reach or Engagement events.
Each event can be instrumented in various ways. When creating a study you get to decide whether or not engagement metrics should be enabled or not.
Reach is in itself very interesting and can be used to measure the delivery onto the different audiences.
The wording of “Reach” and “Engagement” differ as follows in Digiseg Insights Platform:
| Study type | Reach wording | Engagement wording | Engagement metric |
|---|---|---|---|
| Display | “Impression” | “Click” | Click rate |
| Video | “View” | “Completion” | Completion rate |
| Audio | “Listen” | “Completion” | Completion rate |
| Website | “Page view” | “Action” | Conversions |
| Generic / other | “Impression” | “Action” | Conversions |
Digiseg provides benchmark data for Reach numbers, in the form of Average Internet Population (AIP). The Average Internet Population is a benchmark dataset that Digiseg continuously gathers for each country, making it possible to compare your study with the traffic of the overall internet users.
To make sense of the benchmark, we provide a score. Consider the below example from the Income category:
Reach and Benchmark numbers, example using Income category
What you see in the Benchmark column are the spread of users according to the Average Internet Population. For instance, 18.8% of the AIP is in the Income - Lowest 20% audience. This is slightly less than the 18.4% of impressions (Reach) that the study has recorded, so the benchmark score of that audience is -2%. With that understanding, you can identify which audiences have a significant over- or under-representation in your study. In this case it seems that Middle 40-60% is under-represented by 17% and Highest 60-80% is over-represented by 15%.
While engagement metrics are important and interesting, they often times have less data and so evaluating results of a study should take into account whether there is sufficient data to make verdicts about e.g. which audiences perform better than others in terms of engagement.
You can find the engagement metrics in the columns to the right of the reach metrics. Consider the below table with engagement metrics, in the form of Clicks and Click rate:
Engagement numbers; example using Income category
Here we see between 109 and 159 clicks for each of the 5 income audiences. We can identify Highest 60-80% as the audience with the most clicks (25.1%), but if we compare the number of clicks to the Reach numbers, we get the Click rate - the percentage of the reached users who click. In this case it is the Middle 40-60% audience that has the highest Click rate (0.43%).
The example also showcases why you need to be careful with engagement numbers. If engagement is fairly low (in this case less than 1%) then your data significance is also going to be low. You’re maybe making judgements based on very discrete differences, which isn’t something we encourage. Instead, consider if this data has a very clear story to tell or not.