Report-metric definitions – Help Centre

Movio EQ provides a range of reporting metrics to allow you to assess the effectiveness of your campaigns and journeys, and plan for future ones. Below are definitions, and refresh rates, for all of the metrics that appear on the home page, Overview report, Campaigns report, and Journeys report.

Note:

All financial metrics are gross figures (that is, they include tax).
All metrics are refreshed daily. This happens around midnight.

Benchmark explanations

Previous period: The same length as the period you've selected, ending on the day before your start date. For example, if you choose the period from 5 July to 8 July, the previous period will be from 1 July to 4 July.

Prior 28 days: The 28 days that end on the day before your selected start date. For example, if your start date is 31 July, the benchmark will be 3 July to 30 July.

Previous month: The same length as the period you've selected but in the previous month. For example, if you choose the period from 5 July to 8 July, the previous month period would be from 5 June to 8 June.

Some more examples

If the selected date range was 7 Jun 2024 to 5 Jul 2024, the benchmark date ranges would be as follows:

Previous period: 9 May 2024 to 6 June 2024
Prior 7 days: 31 May 2024 to 6 June 2024
Prior 14 days: 24 May 2024 to 6 June 2024
Prior 28 days: 10 May 2024 to 6 June 2024
Previous month: 7 May 2024 to 5 June 2024
Previous year: 7 June 2023 to 5 July 2023

Home-page metrics

Previous 28 days

Metric name	Definition
Active members	Number of members who have transacted within the past 12 months as at the current date Also includes: Percentage difference measured against the benchmark Number of new members within the previous 28 days
Unique moviegoers contacted	Number of members who have been contacted by email within the previous 28 days, excluding hard and soft bounces Also includes: Percentage difference measured against the benchmark Percentage of active contactable members
Admissions	Number of admissions for the previous 28 days Also includes: Percentage difference measured against the benchmark Number of visits associated with the admissions Percentage of visits associated with admissions
Total revenue	Total revenue generated by loyalty members in the previous 28 days Also includes: Percentage difference measured against the benchmark

Recent campaigns

Metric name	Definition
Recipients	Number of recipients for the particular campaign
Visitation rate	Percentage of visits associated with admissions that resulted from the campaign
Total revenue	Total revenue for the particular campaign
Active days	Number of days since the campaign was sent

Overview-report metrics (Reports > Overview)

Delivery

Metric name	Definition
Emails	Number of emails sent within the selected date range Also includes: Percentage difference measured against the benchmark Breakdown of loyalty campaigns, list campaigns, and journeys
Unique moviegoers contacted	Number of unique moviegoers contacted within the selected date range Also includes: Percentage difference measured against the benchmark Percentage of active, contactable moviegoers
Message / unique moviegoers contacted	Average number of messages sent to unique moviegoers within the selected date range Also includes: Percentage difference measured against the benchmark

Transactions

Metric name	Definition
Moviegoers	Number of unique visits within the selected date range. If the same member goes on more than one day during the period, each visit will be counted separately.
Admissions	Number of admissions within the date range Also includes: Percentage difference measured against the benchmark Number of admissions per moviegoer
Revenue	Total revenue for the date range Also includes: Breakdown of box office, concession, and other revenue. Other revenue covers things like branded merchandise and booking fees. Percentage differences measured against the benchmark, for both the total and breakdowns
Avg. spend / moviegoer	Average spend per moviegoer per visit within the selected date range Also includes: Breakdown of box office, concession, and other spend Percentage differences measured against the benchmark, for both the total and breakdowns
Top box office / admissions	Comparative box-office revenue or admissions (from tickets bought up to 48 hours prior to release date) represented by different-sized movie posters The largest poster indicates the movie with the top box-office revenue or admissions (depending on which option you've selected). Tip! Try mousing over a poster. You can also click the icon at the top-right of the visual graph to see a table view of the data.

Active members

Metric name	Definition
Active members	Number of members who have transacted within the past 12 months as at the end of the selected date range Also includes: Percentage difference measured against the benchmark
Non-contactable active members	Number of members who are active but non-contactable Also includes: Percentage difference measured against the benchmark
Active members trend	Trend graph comparing changes to the above numbers (contactable and non-contactable active members) within the selected date range Tip! Try mousing over this.
Total new active members	Number of members, both contactable and non-contactable, who transacted for the first time within the selected date range
Total reactivated members	Number of formerly churned members who have transacted within the selected date range and become active members again
Total churned active members	Number of previously active members who haven't transacted within the 12 months prior to the end of the selected date range
Net change	Total new active members plus reactivated members minus churned members
New and churned trend	Trend line comparing changes in new active, reactivated, and churned members within the selected date range Tip! Try mousing over this.

Campaigns-report metrics (Reports > Campaigns)

Interactions

Note:

The below definitions are accurate for when a single campaign is selected. If multiple campaigns are selected, the stats that are displayed may differ. For example, for Open rate, the percentage related to the benchmark won't be visible, and the percentage and number of opens will be an aggregate.
For single campaigns that have a control group, the metric layout will differ.

Metric name	Definition
Open rate / Unique rate	Percentage of opens in a campaign's sent emails that didn't encounter hard or soft bounces This is calculated as the number of opens divided by the number of emails sent (excluding hard and soft bounces). Note: Whereas Open rate counts multiple opens from a single recipient, Unique open rate only counts a single open per recipient. Also includes: Percentage difference measured against the benchmark Number of opens
Click rate / Unique click rate	Percentage of clicks in a campaign's opened emails This is calculated as the number of clicks divided by the number of opens for the campaign. Note: Whereas Click rate counts multiple clicks of the same link by a single recipient, Unique click rate only counts a single click of a link per recipient. Also includes: Percentage difference measured against the benchmark Number of clicks
Top clicks / Unique top clicks	Table of top-clicked links in a campaign Note: Whereas Top clicks counts multiple clicks of the same link by a single recipient, Unique top clicks only counts a single click of a link per recipient. Also includes: Source of the click (for example, an image or button name) Number of clicks the link received Percentage of a campaign's clicks that are associated with each link
Click / hours	Graph showing a percentage breakdown of when links were first clicked after a campaign was sent
Delivery rate	Percentage of a campaign's emails that were delivered (that is, didn't receive a soft or hard bounce). Also includes: Percentage difference measured against the benchmark Number of soft and hard bounces
Unsubscribe rate	Percentage of a campaign's recipients who unsubscribed Also includes: Percentage difference measured against the benchmark Number of unsubscribes
Spam complaint rate	Percentage of a campaign's recipients who registered a spam complaint Also includes: Percentage difference measured against the benchmark Number of spam complaints

Transactions

Note: A transaction is associated with one or more campaigns if a contacted member transacted within 14 days of the campaigns being sent. EQ automatically removes duplicate transactions (ones associated with multiple campaigns) from these metrics.

Metric name	Definition
Converted moviegoers	Number of campaign recipients who have transacted (bought tickets or concessions, or redeemed loyalty rewards) Also includes: Percentage difference measured against the benchmark Percentage of recipients who have transacted Percentage uplift related to control group (if the campaign has one)
Admissions	Number of campaign-related admissions Also includes: Percentage difference measured against the benchmark Number of admissions per campaign-related transaction Percentage uplift related to control group (if the campaign has one)
Revenue	Total campaign-related revenue Also includes: Percentage difference measured against the benchmark Breakdown of box office, concession, and other revenue Percentage uplift related to control group (if the campaign has one)
Avg. spend / moviegoer	Average spend per moviegoer transaction related to a campaign Also includes: Percentage difference measured against the benchmark Breakdown of average box office, concession, and other revenue per transaction Percentage uplift related to control group (if the campaign has one)
Top box office / admissions	Comparative box-office revenue or admissions (from tickets bought up to 48 hours prior to release date) related to a campaign and represented by different-sized movie posters The largest poster indicates the movie with the top box-office revenue or admissions (depending on which option you've selected). Tip! Try mousing over a poster. You can also click the icon at the top-right of the visual graph to see a table view of the data.
Admissions / visits	Graph depicting percentage breakdown of admissions per visit related to a campaign Also includes: Percentage differences measured against the benchmark Percentage-uplift breakdown related to control group (if the campaign has one)
Concession avg. spend	Graph depicting percentage breakdown of average concession spend per transaction related to a campaign Also includes: Percentage differences measured against the benchmark Percentage-uplift breakdown related to control group (if the campaign has one)
Format	Graph depicting percentage breakdown of tickets purchased for different movie formats related to a campaign Also includes: Percentage differences measured against the benchmark Percentage-uplift breakdown related to control group (if the campaign has one)
Ticket types	Graph depicting percentage breakdown of ticket types purchased related to a campaign Also includes: Percentage differences measured against the benchmark Percentage-uplift breakdown related to control group (if the campaign has one)
Visits / time of day	Heat map of when visits (based on session times) have occurred, by day of week and time of day, related to a campaign Tip! Try mousing over a colored section of the heat map.

Recognitions

Metric name	Definition
Loyalty codes	Table detailing number of recognitions issued, quantity per recipient, number redeemed, and percentage redemption rate related to a campaign
Loyalty codes / time of day	Heat map of when recognition redemptions have occurred, by day of week and time of day, related to a campaign Tip! Try mousing over a colored section of the heat map.
Loyalty points	Table detailing number of loyalty points issued per loyalty level for a campaign

Journeys-report metrics (Reports > Journeys)

Interactions

Note: The below definitions are accurate for when a single journey is selected. If multiple journeys are selected, the stats that are displayed may differ. For example, for Open rate, the percentage related to the benchmark won't be visible, and the percentage and number of opens will be an aggregate.

Metric name	Definition
Open rate / Unique open rate	Percentage of opens in a journey's sent emails that didn't encounter hard or soft bounces This is calculated as the number of opens divided by the number of emails sent (excluding hard and soft bounces). Note: Whereas Open rate counts multiple opens from a single recipient, Unique open rate only counts a single open per recipient. Also includes: Percentage difference measured against the benchmark Number of opens
Click rate / Unique click rate	Percentage of clicks in a journey's opened emails This is calculated as the number of clicks divided by the number of opens for the journey. Note: Whereas Click rate counts multiple clicks of the same link by a single recipient, Unique click rate only counts a single click of a link per recipient. Also includes: Percentage difference measured against the benchmark Number of clicks
Delivery rate	Percentage of a journey's emails that were delivered (that is, didn't receive a soft or hard bounce). Also includes: Percentage difference measured against the benchmark Percentage breakdown of soft and hard bounces
Clicks & opens / time	Percentage of clicks and opens on/in a particular day, week, or month during the selected time range. The graph defaults to clicks. Click the downward arrow next to Click rates to select opens. Mouse over the graph to see further details.
Clicks & opens details	Percentage and number of clicks and opens per communication rule (for example, Email) in a journey. The graph defaults to clicks. Click the downward arrow next to Click rates to select Open rates.
Delivery rate / time	Percentage of a journey's emails that were delivered on/in a particular day, week, or month during the selected time range Mouse over the graph to see soft- and hard-bounce details.
Delivery rates details	Percentage of a journey's emails that were delivered, and the number of soft and hard bounces, per communication rule (for example, Email) in a journey.
Top clicks / Unique top clicks	Table of top-clicked links in a journey Note: Whereas Top clicks counts multiple clicks of the same link by a single recipient, Unique top clicks only counts a single click of a link per recipient. Also includes: Source of the click (for example, an image or button name) Number of clicks the link received Percentage of a journey's clicks that are associated with each link
Unsubscribe rate	Percentage of members in a journey who unsubscribed from communications Also includes: Percentage difference measured against the benchmark Number of unsubscribes
Spam complaint rate	Percentage of members in a journey who registered a spam complaint Also includes: Percentage difference measured against the benchmark Number of spam complaints
Unsubscribe rate / time	Percentage of members in a journey who unsubscribed from communications on/in a particular day or week during the selected time range Mouse over the graph to see the number of unsubscribers
Unsubscribe details	Percentage and number of members in a journey who unsubscribed from communications per communication rule (for example, Email) in a journey.
Spam complaint rate / time	Percentage of members in a journey who registered a spam complaint on/in a particular day or week during the selected time range Also includes: Mouse over the graph to see the number of spam complaints
Spam complaint details	Percentage and number of members in a journey who registered a spam complaint per communication rule (for example, Email) in a journey.

Transactions

Note: For journeys, a transaction is associated with the most recent email sent if a contacted member transacted within 14 days of receiving the email.

Metric name	Definition
Converted moviegoers	Number of members in a journey who have transacted (bought tickets or concessions, or redeemed loyalty rewards) Also includes: Percentage difference measured against the benchmark Percentage of members who have transacted
Admissions	Number of journey-related admissions Also includes: Percentage difference measured against the benchmark Number of admissions per journey-related transaction
Conversions / time	Number of members in a journey who have transacted (bought tickets or concessions, or redeemed loyalty rewards) on/in a particular day, week, or month during the selected time range Mouse over the graph to see the percentage of conversions
Conversions details	Number of members in a journey who have transacted (bought tickets or concessions, or redeemed loyalty rewards) per communication rule (for example, Email) in a journey.
Admissions / time	Number of journey-related admissions on/in a particular day, week, or month during the selected time range Mouse over the graph to see further details
Admissions / details	Number of journey-related admissions per communication rule (for example, Email) in a journey.
Revenue	Total revenue from contact members for the date range Also includes: Breakdown of box office, concession, and other revenue. Other revenue covers things like branded merchandise and booking fees. Percentage differences measured against the benchmark, for both the total and breakdowns
Avg. spend per moviegoer	Average spend per moviegoer transaction related to a journey Also includes: Percentage difference measured against the benchmark Breakdown of average box office, concession, and other revenue per transaction
Revenue / time	Percentage of total revenue received on/in a particular day or week during the selected time range Mouse over the graph to see: Breakdown of box office, concession, and other revenue. Other revenue covers things like branded merchandise and booking fees.
Revenue details	Breakdown of total revenue per communication rule (for example, Email) in a journey.
Avg. spend per time	Average spend per moviegoer transaction related to a journey on/in a particular day or week during the selected time range
Avg. spend details	Average spend per moviegoer transaction related to a journey per communication rule (for example, Email) in a journey.
Top box office / admissions	Comparative box-office revenue or admissions (from tickets bought up to 48 hours prior to release date) related to a journey and represented by different-sized movie posters The largest poster indicates the movie with the top box-office revenue or admissions (depending on which option you've selected). Tip! Try mousing over a poster. You can also click the icon at the top-right of the visual graph to see a table view of the data.
Admissions / visits	Graph depicting percentage breakdown of admissions per visit related to a journey Also includes: Percentage differences measured against the benchmark
Concession avg. spend	Graph depicting percentage breakdown of average concession spend per transaction related to a journey Also includes: Percentage differences measured against the benchmark
Ticket types	Graph depicting percentage breakdown of ticket types purchased related to a journey Also includes: Percentage differences measured against the benchmark

Recognitions

Metric name	Definition
Loyalty codes	Table detailing number of recognitions issued, quantity per recipient, number redeemed, and percentage redemption rate per loyalty-code rule in a journey
Loyalty codes / time of day	Heat map of when recognition redemptions have occurred, by day of week and time of day, related to a journey Tip! Try mousing over a colored section of the heat map.
Loyalty points	Table detailing number of loyalty points issued per loyalty-points rule in a journey

See also: