Per-Flow Performance Metrics
Understand the performance metrics we calculate and show per-Flow
In the table on the ↗️ Performance screen underneath the headline stats you will see the individual flow performance. Below you can find the definitions of each metric.
To see the Per Button Performance Metrics click into the Flow to open in View mode.
Flow impressions
Total times a Flow was seen by visitors. Measures your overall visibility for an individual Flow.
Started (Flow Started)
Times a visitor started a Flow. Measures initial engagement for an individual Flow.
Start rate
Flows started divided by Flow Impressions
This shows what percentage of Flow impressions resulted in the Flow actually starting to play. Inline players (which generally auto-play) tend to have higher start rates than Overlay players (which require interaction).
We don't calculate start rate for Flows with no impression.
Button clicks
Total clicks of any action buttons. Measures visitor activity for this specific Flow.
Note: View individual button performance inside a Flow, click on any button values to toggle the view between count and percentage splits
Button engagement
Percentage of visitors who clicked at least one action button
This helps you understand how engaging your Flow's calls-to-action are.
We don't calculate engagement rate for Flows with no action buttons
Note: For Overlay players, we don't count the initial eye-catcher click in this metric - only the action button clicks within the Flow itself
Watch time
Total time spent watching videos reels inside this Flow. Measures visitor engagement.
Note: How we record and calculate Watch Time improved on 15th December 2025, meaning data before this date is not available or directly comparable.