Attraction: This metric denotes whether the video manages to grab the audience's attention by measuring the peak in surprise within the first 8 seconds of viewing.
Engagement:This metric indicates the overall emotional reaction to the video, reflected in the peak level of engagement reached throughout the video.
Retention: Measured by the peak level of happiness reached throughout the video - it represents how well the video maintains the attention of its audience.
Impact: This metric is based on Daniel Kahneman's peak-to-end rule, that the impression left by an advert is determined by the emotions evoked at its peak and at the end. It is the average of the peak happiness value and the end happiness value.