Metric glossary
Every metric, in plain words.
How we define and calculate the numbers you see in Klypps.
- Typical views
- The median views of a brand's own videos on one channel in a period. Outliers above 10× are shown separately.
- Performance Index
- A post's views divided by the brand's typical views on that channel. 1.0× means usual.
- Outlier
- A post with more than 10× the brand's typical views. Reported on its own, never inside the typical.
- Typical engagement
- The median likes, comments, shares and saves across all of a brand's posts on a channel.
- Engagement per view
- Engagements divided by views, shown as a percentage.
- Brand-owned
- Posts from the brand's own accounts.
- Creator / earned
- Posts by creators or customers about a brand. Kept as a separate series.
- Paid
- Ads. Never mixed into organic typical figures.
- Confidence
- Low under 10 posts, medium 10–29, high 30 or more.
- Month to date
- This month so far, compared with the same days of last month.
- Early signal
- A lagged link between content and outcomes. Suggestive, not proof of cause.
- Holdout test
- A test where one region gets the content and another doesn't, to measure real effect.
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