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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 multiple eye-tracking parameters to provide a normalized score ranging from 0% (no attention) to 100% (maximum attention) 
  • Average TTFF (Time To First Fixation): The average time it takes participants to first look at the AOI.
  • 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.
  • 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.
  • TTFC (Time To First Click): The average time taken to first click on the AOI.
  • 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).

 


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