> For clean Markdown of any page, append .md to the page URL. > For a complete documentation index, see https://docs.pixalate.com/llms.txt. > For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://docs.pixalate.com/_mcp/server. # Audience engagement > Definitions for the Audience Engagement widget in the Media Ratings Terminal (MRT). Monthly active users, sessions, retention, ad performance and device distribution for CTV apps, mobile apps and websites. The **Audience Engagement** widget on an app's or website's Insight page in the Media Ratings Terminal (MRT) shows how users interact with that property and how ads perform on it. Use it for measurement, campaign analysis and planning. All Audience Engagement data reflects programmatic traffic that Pixalate observed over a **30-day window**. The metrics are Pixalate's opinions, based on its analysis of that traffic, and not definitive facts. The widget has up to three sections. Which metrics appear depends on the supply type. | Section | CTV apps | Mobile apps | Websites | | --------------------------------------------------- | :------: | :---------: | :------: | | [Audience engagement](#audience-engagement-metrics) | ✓ | ✓ | ✓ | | [Ad performance](#ad-performance) | ✓ | ✓ | ✓ | | [Device distribution](#device-distribution) | | ✓ | ✓ | ## Audience engagement metrics This section shows how many users the property has, how often they return and how deeply they engage. #### CTV apps | Metric | What it means | | -------------------- | ----------------------------------------------------------------------------------------------------------------------- | | Monthly Active Users | The number of unique programmatic users active in the app over the 30-day window. A measure of reach and audience size. | | Retention Rate | The percentage of programmatic users who return to the app within the 30-day window. Shows how loyal the audience is. | | Total Sessions | The number of visits recorded over the 30-day window. Reflects overall traffic and potential ad exposure. | | Sessions per User | How often users return over the 30-day window. Can indicate loyalty. | #### Mobile apps ![Audience Engagement for a mobile app](/_fern-img/07716f22dda6f1d75d128fd5d467d55d02d1b276d5a9290db9de52185f6a307a.webp) | Metric | What it means | | -------------------- | ----------------------------------------------------------------------------------------------------------------------- | | Monthly Active Users | The number of unique programmatic users active in the app over the 30-day window. A measure of reach and audience size. | | Total Sessions | The number of visits recorded over the 30-day window. Reflects overall traffic and potential ad exposure. | | Sessions per User | How often users return over the 30-day window. Can indicate loyalty. | | Session Duration | The average length of a visit over the 30-day window. Signals how deeply users engage with content and ads. | #### Websites ![Audience Engagement for a website](/_fern-img/ddae097b4b6ed336c166533c55093c3c73fec606d0ba915e9e0f8e6608e31639.webp) | Metric | What it means | | -------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Monthly Active Users (MAU) | The number of unique users who visited the website at least once in the 30-day window. A higher MAU typically indicates strong site relevance and user retention. | | Total Sessions | The number of distinct browsing sessions started in the 30-day window. More sessions typically mean more engagement and repeat visits. | | Pages per Session | The average number of pages viewed in a session. Higher values often indicate engaging content and clear navigation. | | Session Duration | The average time, in seconds, users spend per session. Longer sessions typically suggest engaging content. | ### What counts as a session A **session** is a single visit to the app or website, including all continuous interactions within a 30-minute window. ## Ad performance This section shows how ads performed on the property over the 30-day window. #### CTV apps | Metric | What it means | | --------------------------- | ---------------------------------------------------------------------------------------------------------------------------- | | Native vs. Interstitial Ads | The distribution of ad formats served. Shows which ad types drive engagement. | | Ads per Session | The average number of ads delivered per session. A measure of ad density, to help balance monetization with user experience. | #### Mobile apps | Metric | What it means | | ------------------------------ | -------------------------------------------------------------------------------------------------------------------------------------- | | Traffic with IDFA/IDFV Flags % | The share of programmatic traffic that's identifiable, meaning a device identifier is available. Helps with attribution and targeting. | | CTR (Click-Through Rate) | The percentage of ad impressions that result in a click. A higher CTR may reflect stronger targeting and creatives. | | Native % : Interstitial % | The distribution of ad formats served. Shows which ad types drive engagement. | | Ad View Time | The average time, in seconds, users spent viewing ads. Longer times may suggest better placement and stronger attention. | #### Websites | Metric | What it means | | ------------------------ | ------------------------------------------------------------------------------------------------------------------------- | | Ads per Page | The average number of ads displayed on each page. Helps balance monetization with user experience. | | Ad View Time | The average time, in seconds, users spent viewing ads. Longer times can suggest effective placement and relevant content. | | Ad Viewability | The percentage of ads considered viewable under industry standards. Higher rates can indicate more effective placement. | | Click-Through Rate (CTR) | The percentage of ad impressions that result in a click. A higher CTR can reflect effective targeting and creatives. | ## Device distribution This section shows which devices the property's programmatic traffic comes from, over the 30-day window. CTV apps don't have this section. #### Mobile apps | Metric | What it means | | ---------------- | ------------------------------------------------------------------------------------------------------------------------- | | Smartphone Usage | The share of programmatic traffic from smartphones. Helps you prioritize creatives built for small screens. | | Tablet Usage | The share of programmatic traffic from tablets. Helps you tailor formats for larger screens, where engagement can differ. | #### Websites The share of the website's traffic that comes from mobile web compared with desktop. Use it to tailor your ad strategy to the platform most users are on. ## Related #### [Read an Insights report](/mrt/insights) Find your way around an app's or website's Insight page. #### [Glossary](/mrt/glossary) Definitions for every label and tooltip in the MRT. Questions? Email [support@pixalate.com](mailto:support@pixalate.com).