Engagement metrics and KPIs
Marfeel tracks four key engagement KPIs for concurrent users: RFV score, reading time, scroll depth, and viewable CTR. Each metric captures a different dimension of how users interact with your content. For the full list of engagement metrics and dimensions available in Marfeel, see Engagement metrics and dimensions.
RFV (Recency, Frequency, and Volume) is a score from 0 to 100 that measures the engagement level of a visitor and an article. The higher the score, the more engaged users are with your website. This metric represents the average RFV of concurrent users.
For more details about how RFV is calculated, see the RFV score explained.
Reading Time
Section titled “Reading Time”Sum of the reading time of all current sessions divided by the number of current sessions.
Scroll
Section titled “Scroll”Average scroll depth of the pages visited by concurrent users from the beginning of the day until the current moment.
Scroll depth measures how far down the page readers have gone on average. It is calculated on a per-page basis. For example, if page 1 scroll is 30%, page 2 scroll is 10%, and page 3 scroll is 60%, the total scroll is (30%+10%+60%)/3=33%.
Viewable CTR
Section titled “Viewable CTR”Viewable CTR is the number of clicks on a link divided by the number of users who scroll far enough to view it.
This metric normalizes click performance by accounting for visibility, making it possible to compare links at different positions on a page. A link in the footer of the home page and a link to the top headline receive very different exposure. A link might have relatively few clicks in absolute numbers but still outperform other links in terms of viewable CTR.
Track viewable CTR using the Heads Up Display or by selecting an article in Compass under link performance (see how).
What is the RFV engagement score?
RFV stands for Recency, Frequency, and Volume. It is a score from 0 to 100 that measures the engagement level of a visitor and an article. The higher the score, the more engaged users are with your website.
How is viewable CTR calculated?
Viewable CTR is the number of clicks on a link divided by the number of users who scroll far enough to view it. This metric normalizes click performance by accounting for visibility, making it possible to compare links at different positions on a page.
How is scroll depth calculated across multiple pages?
Scroll depth measures how far down the page readers have gone on average, calculated on a per-page basis. For example, if page 1 scroll is 30%, page 2 is 10%, and page 3 is 60%, the total scroll is (30%+10%+60%)/3 = 33%.