Engagement Metrics and KPIs


Average RFV of concurrent users.

RFV stands for Recency, Frequency, and Volume. It’s a score that varies from 0 to 100 created to measure the engagement level of a visitor and an article. The higher the score, the more engaged users are with your website.

For more details about RFV, please see User Loyalty Funnel - RFV

Reading Time

Sum of the reading time of all current sessions divided by the number of current sessions.


Average scroll of the pages visited by concurrent users from the beginning of the day until the current moment.

It measures how far down the page readers have gone on average. Scroll is calculated on a page basis. For example, if page 1 scroll is 30%, page 2 scroll is 10% and page 3 scroll is 60%, the total scroll is (30%+10%+60%)/3=33%.

Remember that you can adjust how Marfeel interprets the start and end of each page: by following the instructions in this article.

Viewable CTR

Viewable CTR refers to the the number of clicks on a link divided by the number of users who scroll far enough to view it.

Viewable CTR makes it possible to compare apples to apples. After all, it wouldn’t make sense to compare a link in the footer of the home page with one linking to the top headline. A link might have relatively few clicks in terms of absolute numbers but still outperform other links in terms of Viewable CTR.

Track Viewable CTR using the Heads Up Display or by selecting an article in Compass under link performance (see how).