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What impressions, clicks, hovers and dismissals mean
When each impression, click, hover and dismissal is recorded, and how the rates built on them are calculated.
Atomato records an impression when a message is shown, a click when a shopper selects it, a hover when they point at or touch it, and a dismissal when a NotiPop or an opened feed message closes. Engagement rates are built from these four counts.
Impressions
- Feed: each time a shopper opens the feed from the bell, every message listed records an impression, including ones further down the list. A message that arrives while the feed is already open counts too.
- NotiPop: an impression is recorded when the NotiPop appears on the page.
Nothing is recorded in the Shopify theme editor or from Preview on desktop and Preview on mobile in Atomato. See Preview a campaign before it goes live.
Clicks
A click is recorded when a shopper:
- selects a feed message that links somewhere, or the button on a feed message or NotiPop
- opens a feed message that expands, such as NotiSell, NotiEmail or a NotiFeed message set to Expand details with an image or emoji
- selects a NotiFeed message set to Open link with Call to action turned off
- selects a NotiSell product button that opens the product page
Every click counts, including repeats by the same shopper, so Clicks counts clicks, not shoppers. A NotiSell add to cart counts as an add to cart, not a click. A click on a link to a page on your store is also where revenue attribution starts: see How Atomato attributes revenue.
Hovers
A hover is recorded when a shopper moves the pointer over a feed message or NotiPop. On touch screens, touching a message counts as a hover, so a tap on a link usually records a hover and a click. Repeat hovers count too.
Dismissals
- NotiPop: the shopper closes it or swipes it away, or it hides by itself, when its Hide after time runs out or its cart targeting stops matching.
- Feed: a message the shopper opened is closed with its Back button, or the feed closes while it is open.
Unique and repeat, new and existing
- Unique or repeat: a browser's first impression of a message is a unique impression, its first click on it a unique click, and so on. Every later one is repeat. This is stored in the browser, so the same shopper on another device, or after clearing browser data, counts as unique again.
- Existing or new: existing users are shoppers logged in to a customer account on your store. New users are everyone else, including shoppers who have bought before but aren't logged in.
The Existing and New options on the Performance over time chart, and the Existing users and New users tabs on a campaign summary, use this split.
The rates built on these counts
On the Summary tab, the Engagement card covers NotiFeed, NotiPop and NotiSell. For the rest of the page, see Read the Analytics page in Atomato.
- Click rate (CTR): clicks ÷ impressions.
- Engagements: clicks + hovers + dismissals. The NotiFeed performance card counts clicks + hovers, and the NotiPop performance card clicks + dismissals.
- Shopper interaction rate: unique clicks, hovers and dismissals ÷ all impressions.
- Repeat engagement rate: repeat clicks, hovers and dismissals ÷ engagements.
- Dismiss rate: dismissals ÷ impressions. For NotiPop, this includes NotiPops that hid by themselves.
- Engagement score, called Engagement Index in its tooltip: 0.4 × click rate plus 0.4 × shopper interaction rate, minus 0.2 × dismiss rate, with rates as percentages.
On Scale and Enterprise+, the How shoppers use the feed card treats each click on a NotiFeed message as an open. Open rate is clicks ÷ impressions, Left unread is impressions minus clicks, Repeat opens counts repeat clicks, and Unique openers counts each browser's first click on each message.
The Engagement card and other rate cards show Still collecting, with a progress bar, until the selected dates have 100 impressions.
What your plan records
On the Free plan, which the Analytics page labels Starter, Atomato records impressions and clicks only. The Summary tab shows a Full engagement analytics strip in place of the Engagement card. Scale and Enterprise+ also record hovers, dismissals and NotiSell adds to cart. Compare plans in Atomato plans and pricing.
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