Nativo Performance Benchmarks

Key Metrics

CTR
​Native Article & Native Display
CTR = Clicks / Impressions

The rate at which users click from the In-Feed Unit to the Content Landing Page (Native Article) or the brand site destination URL (Native Display). CTR is an indicator of how effective the brand's headlines and preview images are at driving user interest and initial engagement.

Average Time on Content
​Native Article & Native Display (when engagement tag implemented)
ATOC = Total Time on Content / Page Views

The average amount of time that a user spends actively consuming the brand's content while the browser tab is open and active. ATOC is an indicator of how effective the brand's content is at retaining user interest, driving engagement and brand consideration.

CTA Rate
​Native Article Only
CTA Rate = CTA Clicks / Page Views

The rate at which users click from the Content Landing Page to the brand website. CTA is an indicator of how effective the brand's content is at driving immediate user interest in learning more about the brand and is a signal of intent.

Performance can vary substantially between advertiser campaigns within the same vertical based on targeting parameters, flighting/budget settings, content topics, and content formats. Nativo benchmarks should be used as general guidance on overall campaign performance only until the advertiser has its own performance benchmarks to compare campaign-over-campaign.

Time on Content and CTA Rate are often inversely related. When Time on Content is high, this is often an indicator that the reader has spent enough time engaging with the brand that the need to learn more from the brand site is low. When CTA Rate is high, this typically indicates that the reader found something of interest midway through the article, driving them out to the brand site to engage there before spending significant time on the article content.

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