A Scan is a "page view" and it measures a user viewing an entire page or app.
- If an App ID is shared as a link, then the Scan is recorded when the link is clicked and when one returns to the page after visiting another destination.
- If it is shared as a QR code or an NFC tag, then a Scan is recorded when the device is scanned or tapped, and again if the user returns to the page after visiting another destination.
- If an App ID is shared as a Progressive Web App, then a Scan is recorded whenever the app is opened, and when the user returns to the page after visiting another destination.
An Impression is an Action metric (Actions are individual calls-to-action on a page). It is measured when an Action is displayed on a page. Because pages are dynamic, Impressions are different than Scans because some Actions are scheduled, and others are added or removed during the measurement period.
A Tap measures when an Action is clicked. It is a measure of true engagement.
The below image is a partial screen shot of metics for the previous 30 days for an App ID. Notice at the bottom that the App ID has had 63 scans, but the last Action on the page only shows 59 impressions. This is because this Action was scheduled not to display on the weekends and did not display every time the page was viewed.
A "Click-Through-Ratio" (CTR) for an an action is a measure of its true effectiveness. CTRs become very important for users who update their content often.
If an Action was added halfway through a reporting period, it will have fewer impression as one there the whole time. If both have the same number of taps, then the one there half the time performed better and will have a much higher CTR.
Use the CTR to decide when to remove, upgrade, or elevate the display position of Actions.