Headline performance metrics

Performance metrics help you understand how your Flows are performing across your site.

At the top of ↗️ Performance, you'll see key aggregate metrics across all your Flows. In the platform you can toggle on definitions in the top right hand corner for a quick view. 

Flow impressions

Total times Flows were seen by visitors. Measures your overall visibility.

This counts each time the first video of any Flow is displayed and playable on a page. Whether it's an Overlay or Inline Player, if it appears on the page, that's one Flow impression.

This number is not de-duplicated by visitor, so if the same person reloads a page or visits multiple pages with Flows, each appearance counts.

Visitors reached

Visitors who saw the ReelFlow Player at least once.

This is an estimate of unique individuals who had at least one Flow impression on your site.

Because fingerprinting isn't 100% accurate, this is an estimate. For example, multiple people browsing from the same location might be grouped as one visitor.

Flows started

Times a visitor started a Flow. Measures initial engagement.

This counts every time a Flow starts playing:

• For Inline players: This typically happens automatically when the player comes into view
• For Overlay players: This requires a visitor to interact with the eye-catcher

Example: If Sarah interacts with a Overlay Flow on your homepage, that's +1 "Flows started." If she reloads the page and interacts again, that's another +1, for a total of 2.

Videos played

Total individual video reels watched. Measures visitor engagement.

This is the total number of times any reel in any Flow starts to play.

Example: If Sarah visits the same page 3 times and starts playing video each time, that generates at least 3 videos played - more if she replays any reel videos.

Note: Watch time is generally a more meaningful metric than Videos played, as it reflects actual engagement rather than just the act of starting to play a video.

Watch time

Total time spent watching your videos reels. Measures visitor engagement.

This is the number of days, hours, minutes and seconds visitors have spent watching your video content.

Note: How we record and calculate Watch Time changed on 15th December 2025, meaning data before this date is not available or directly comparable.

Button clicks

Total clicks of any action buttons. Measures visitor activity.

This counts every click or tap a visitor makes on an Action Button within your Flows - buttons that navigate to another Flow, open a URL, or close the player.

This does not include:

• Eye-catcher clicks
• Mute buttons
• Play/pause controls
• Other player control buttons

Learn about Per Flow Metrics.