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What We Measure

An introduction to the wide range of external data sources available in Pressboard Studio along with Pressboard's proprietary on-page analytics

One of the most powerful aspects of the Pressboard Studio is reporting. The reporting dashboard provides an eagle's eye view of a content program's performance, while also giving you the option to dive deeper into granular results. 

There are two primary ways in which campaign performance can be observed: 

You can jump straight to creating a Custom Report (allows User to generate an externally share-able dashboard for non-platform stakeholders) to view aggregate results for a campaign, or by viewing reports for an individual piece of content and/or social/promotional post analytics. 

List of metrics (click to jump to each section)

pb-logo   Pressboard Analytics

ga-logo-chart   Google Analytics

moat-logo  MOAT Analytics

adobe-logo  Adobe Experience Platform (coming soon)

ceros-icon  Ceros Analytics

gam-logo Google Ads Manager

gads-logo-1 Google Ads

fb-logo-x48 Facebook Ad Accounts

fb-logo-x48 Facebook (Organic)

inst-logo-color-x48 Instagram (Organic)

yt-logo-nc YouTube

tiktok-logo TikTok Ad Accounts

linkedin-logo LinkedIn Ad Accounts

twt-logo  Twitter

twt-logo   Twitter Ad Line Items

nativo-logo Nativo

pin-logo Pinterest Ad Accounts

pin-logo Pinterest Boards

sailthru-logo SailThru

promo-logo  Promotions


The screenshots and descriptions below explain what each section of Pressboard Analytics means:

  1. Attention
  2. Attention Buckets
  3. Traffic Sources
  4. Locations 
  5. Viewability 
  6. Devices
  7. Links

1. Attention

How active are your readers? Say goodbye to clicks and impressions. Attention measurement takes content analysis to a whole new level. Our technology analyzes active reading time, from mouse movements, to scrolling behavior, to location on the story page. Find out not only if a story is engaging, but where readers are dropping off.

  1. Date Range: Visual representation of the number of reads over the set date range. Click the dates filter to change the date range for all report data
  2. Reads: Number of reads on the story. This is measured based on the number of unique pageviews on the story page itself
  3. Average Reading Time: The amount of time actively spent on-page based on an average across all readers. Active reading is calculated by following mouse movements and scrolling behavior. This is a vastly different measurement from Google Analytics’ time spent, which doesn't take into account active versus dormant time on the page

NEW - Report Filters

Just above the Attention module, you will find a list of Filters including Location, Time Spent, UTM Campaign, Traffic Sources and Device Type. In addition, you can combine and layer multiple filters to take a closer look at performance. 

Learn more about these new filters here


2. Attention Buckets

This report allows you to group reads by the average active reading time to see where the majority of your readers sit in engagement time. There are two static highlights above the graph: 

i. Reads 10+ sec

Easily see what volume of Reads were over 10+ seconds based on Pressboard Active Time. 

ii. Engaged Rate 10+ sec

Easily see what percentage of your Total Reads were over 10+ seconds, based on Pressboard Active Time. 


Engaged Reads Rate

3. Traffic sources

Learn how much of the story readership is coming from social media compared to direct traffic, search traffic or referrals. 

Methodology: We use the ‘Referrer’ HTTP header of the incoming request to report on the source of traffic to an article. This is standard practice and part of the open web. We use the Referrer to report on how much of the story’s readership is coming from social media compared to direct traffic, search traffic or referrals. We further break down the social traffic to see how many readers are coming from Facebook versus LinkedIn or other social platforms.

4. Locations

The locations report shows the geographic location of the reads. By clicking on the map, you can drill into and out of various countries. Break down the reads by country or even by province/state.

5. Viewability

The viewability report displays statistics related to scrolling behaviour (Scroll Depth %) based on an average across all readers or as a reflection of any filters you have activated. Viewability also shows where readers are dropping off in a story and how many people read the story in its entirety. 

Note: Average Scroll % is determined by where the scroll depth tag is placed on-page. For accuracy, it is recommended to be placed right after the last line of article text, however, some choose to place the code at the bottom of the page. Doing this may skew results (lower average) as page visitors seldom scroll all the way down to the bottom of a page.

6. Devices

Learn what device readers are seeing your story on, whether it’s mobile, tablet or desktop.

7. Links

The links report shows the number of clicks on the "Presented by" logo, the footer image, hyperlinks included in the footer message and any trackable links added to your campaign.


ga-logo-chart GOOGLE ANALYTICS

  • Page Views / Uniques
  • Traffic Sources / Locations
  • Devices
  • Age Brackets
  • Gender
  • Events: Event Category, Event Action & Event Label 


moat-logo   MOAT ANALYTICS

  • Page-Views
  • Avg. Scroll Depth
  • Average Page Dwell Time
  • Average Scroll Velocity (pixels/sec)

Note: A Publisher's MOAT API credentials (Brand ID & Token) may provide metrics which are unique to that Publisher's MOAT analytics set-up. Please reach out to your Pressboard Customer Success contact with the credentials to confirm what is available. 

MOAT Analytics story report-1




Coming soon



ceros-icon   CEROS ANALYTICS

  • Events
  • Tags (custom User defined in Ceros SDK)
  • Event Types (Clicked vs Shown)

Ceros story report

Ceros Events component

Ceros Tags component

Ceros Event Type


gam-logo  GOOGLE ADS MANAGER (formerly DFP)

  • Display
    • Ad Impressions
    • Clicks
    • CTR
    • Locations
    • Devices
    • Ad Units
  • NEWCustom Criteria (key values) and Creative Sizes
  • Video Views: Start, Auto Plays, Click to Plays, Average View Time 
  • Video Retention: Starts, First Quartile,  Midpoint, Third Quartile, Completes
  • Video Interactions: Pauses, Resumes, Rewinds, Mutes, Unmutes, Collapses, Expands, Full Screens, Video Skips

GAM - Video Views

GAM - Video RetentionGAM - Video Interactions

GAM Custom CriteriaGAM Creative Sizes


gads-logo-1  GOOGLE ADS (Search + Display)

  • Impressions, Clicks, Click-Through Rate, Daily Performance, Devices

Google Ads - Daily Performance      

Google Ads - Devices



  • Impressions
  • Clicks / URL Link Clicks
  • Click-though Rate
  • Reach
  • Costs - Avg. CPM, CPC, Cost-Per-Landing Page-View, Spend (Total)
  • Daily Impressions, Video Views, Video Retention, Reactions, Locations, Devices, Demographics


fb-logo-x48  FACEBOOK (ORGANIC)

  • Post Impressions
  • Post Clicks
  • Post Reactions
  • Post Shares
  • Post Comments 


inst-logo-color-x48  INSTAGRAM (ORGANIC)

  • Instagram Posts - Impressions, Engagements, Reach, # Saved, Video Views
  • Instagram Stories - Impressions, Exits, Replies, Reach, Taps Forward, Taps Back


yt-logo-nc  YOUTUBE

  • Views
  • Likes
  • Dislikes
  • Shares
  • Avg. View Time


tiktok-logo   TIKTOK AD ACCOUNTS

  • At Story Report level: Impressions, Likes, Comments, Shares, Views, Views 6 seconds 
  • In Goal Tracking: All the above metrics, plus Clicks, Click Through Rate, Demographics Clicks, Demographics Click Through Rate, Reach, Result and Views (2 seconds)

TikTok Ad Group story report

TikTok Ad groups component IMPRESSIONS

TikTok Ad groups component



  • Clicks
  • Impressions
  • Likes
  • Shares
  • Follows

LinkedIn Ad Campaign story report

LinkedIn Ad Campaign - IMPRESSIONS report


twt-logo  TWITTER (Organic Tweets)

  • Re-Tweets, Likes, Replies, Impressions, URL Link Clicks

IMPORTANT: In order to get Impressions and URL Link Clicks metrics, a Tweet must be appended to a story report within 30 days of the Tweet being posted. After 30 days, only Re-Tweets, Likes and Replies are made available through the Twitter reporting API.  

Twitter metrics


  • Impressions
  • Tweets Send
  • Clicks
  • URL Clicks
  • Engagements
  • Video Total Views

Twitter Ad Line Items story report



Impressions, Clicks, CTR, Daily Impressions, Locations, Devices & Page-Views (if applicable)



  • Impressions
  • Engagements
  • Clicks
  • Saves
  • Leads
  • Video Views; 3 seconds
  • Videos Views; 100%

Pinterest Ad Group story report

Pinteest Ad Group Impressions report



  • Impressions
  • Saves
  • Clicks
  • Outbound Clicks
  • Video Views
  • Devices
Pinterest Boards story report


sailthru-logo   SAILTHRU ANALYTICS

  • Campaign, URL, Device & Engagement insights
    • Beacon Impressions
    • Beacons
    • Click Multiple URLs
    • Clicks
    • Confirmed Opens
    • Email Opens
    • Page-Views
    • Revenue
    • Total Clicks
    • Users
    • Views

SailThru story report


Aggregate of Facebook Ad Accounts, Polar, Nativo, AdMedia - Impressions, Clicks, CTR (%)

See Next: How to Connect External Data Sources to your Account

Related: How to Create Custom Reports

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