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AOI Metrics

Understand the metrics and stats calculated for each Area of Interest 

What is AOI?

Area of Interest (AOI) is a key concept in eye-tracking research and analysis. It refers to specific, predefined regions within a visual stimulus (like a website, advertisement, product packaging, or image) that researchers or analysts want to track and analyze user visual attention on.



AOI Metrics

Fixation-Based Metrics:

  • VAI (Visual Attention Index) TM: A metric created by RealEye that evaluates the level of visual attention directed toward an Area of Interest (AOI). It combines several eye-tracking parameters to provide a normalized score ranging from 0% (no attention) to 100% (maximum attention). VAITM helps to easily compare AOIs and to understand How efficient is my AOI in terms of attention:
    • Reach: based on participant ratio, indicating how many participants looked at the AOI.
    • Speed: based on Time to First Fixation, measuring how quickly participants begin to fixate on the AOI.
    • Hold: based on fixation duration, assessing how long participants maintain attention on the AOI.
  • Average TTFF (Time To First Fixation): The average time it takes participants to first look at the AOI, measured from the start of the stimulus presentation.
  • 🆕Average RELATIVE TTFF : The average time it takes participants to first look at the AOI, measured from the moment the AOI becomes visible on the participant’s screen (for example, when it is scrolled into view).
  • Average Time Spent: The average duration participants focus on the AOI.
  • Fixations: The total number of fixations within the AOI (more fixations indicate higher visual attention).
  • Ratio: The percentage of participants who fixated on the AOI, calculated from all participants in the study.
  • 🆕RELATIVE Ratio: The percentage of participants who fixated on the AOI, calculated only from those who were actually exposed to the AOI (e.g., scrolled down enough for the AOI to become visible).
  • Average Fixation Duration: The average duration of each fixation.
  • Average FFD (First Fixation Duration): The average duration of the first fixation.

Gaze-Based Metrics:

  • Average TTFG (Time To First Gaze): The average time taken to first gaze at the AOI.
  • Average Time Spent: The total time participants spent gazing at the AOI.
  • Gazes: The total number of gazes within the AOI.
  • Ratio: The percentage of participants who gazed at the AOI.

General AOI Metrics:

  • Average Revisits: The average number of times participants looked back at the AOI.
  • Clicks: The total number of clicks within the AOI.
  • Average TTFC (Time To First Click): The average time it takes participants to first click within the AOI, measured from the start of the stimulus presentation.
  • 🆕Average RELATIVE TTFC: The average time it takes participants to first click within the AOI, measured from the moment the AOI becomes visible on the participant’s screen.
  • AOI Size: Expressed as a percentage relative to the entire image size (recommended minimum: 5-10%).
  • AOI Time Range: The time period during which AOI values are calculated (adjustable via the orange slider under the heatmap).

 


💌 If you have any further questions, feel free to reach out to our team at support@realeye.io