Recirculation Metrics & Dimensions

Marfeel captures and processes recirculation data to show you how effectively your site content drives internal traffic.

Metrics

Eligible

Represents the total count of links that a user could potentially view or interact with. For Flowcards, it corresponds to the number of times a user lands on a page that includes a Flowcard.

Viewable

Indicates how many times a link actually appears in the user’s viewport (i.e., the user scrolls enough to see it).

Open

Shows how many times users open any available link inside a module or expand a Flowcard .

Conversion

Counts clicks on links within an opened Flowcard, reflecting deeper engagement with recommended content.

Viewability Rate

Calculated as Viewable / Eligible, measuring how often an eligible link becomes visible to the user.

Open Rate

Calculated as Open / Viewable, indicating the proportion of visible Flowcards or links that users open.

Conversion Rate

Calculated as Conversion / Open, showing how many Flowcard opens lead to further clicks inside the Flowcard.

Eligible Conversion Rate

Calculated as Conversion / Eligible, revealing the percentage of all eligible Flowcards that generated at least one click on internal links.

Viewable Conversion Rate

Calculated as Conversion / Viewable, indicating how effectively visible Flowcards convert into additional clicks.

There are no conversion metrics for inside the flowcard and other modules. If you have any of the conversion metrics, like eligible conversion rate for example, selected, the figure will be 0%

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).

Dimensions

Module Type

When we talk about recirculation, it’s important to keep in mind that there are three types of modules:

  1. Flowcards
    Flowcards are a type of Experience that are triggered on mobile devices when a user has scrolled a certain percentage of the way through a piece of content. For example, a publisher can set up a recommender experience to trigger a Flowcard at the end of an article featuring recommendations for further reading based on the current the article.
  2. Inside Flowcards
    If the reader in the example above chooses to open the Flowcard, he or she will be shown a list of recommended articles. These links, and whether or not the user clicks on them, correspond to the module type Inside Flowcards.
  3. Others
    Other modules refers to any other region of a webpage that is tagged. For example, the top region of the homepage is often tagged something like “Opening Module”.

Origin vs Destination

When talking about internal traffic, there are always two protagonists: where the user started, i.e. the origin , and where the user recirculated to, i.e. the destination.

The Recirculation Insights module allows you to filter by the same dimensions you are accustomed to seeing through the platform such as Author, Section or Topic, further delineated as either Origin or Destination.




To view a comprehensive list of all of Marfeel’s Metrics and Dimensions, visit our Glossary.