FAQs: Drop-Off Rates

A drop-off rate refers to the percentage of users who click out from a traffic driving format into a branded content article but leave before triggering a guaranteed Article View.These users show initial interest, but exit before meeting the engagement threshold.

A view is triggered when a user lands on your article and stays long enough for it to be verified by a third party provider, such as Google Analytics. This is different from a Click—only meaningful engagement counts toward guarantees.

Drop-Off Rate is how Avid measures whether a guaranteed view has been fulfilled. It reflects how many users left before the view could be counted.

Bounce Rate is a helpful publisher-side proxy, but Avid doesn’t have visibility into on-page behaviour beyond what’s trackable via our viewability standards.

We focus on Drop-Off because it relates directly to traffic quality, view delivery, and what we can optimise — whereas Bounce is typically influenced by content structure, UX, and on-site experience.

Don’t worry—it’s a collaborative process. Your Client Success Manager will walk you through the issue and suggest improvements like article tweaks, mobile checks, or alternate content.

Not immediately — and not if we’re working together to resolve it.

A high Drop-Off Rate on its own doesn’t trigger penalties. But if the issue continues over time and there’s limited collaboration to improve performance, it may affect how future campaigns are structured.

This could include:

We’re committed to working collaboratively and transparently. When we address performance issues together, we can protect long-term value on both sides.

Yes—by ensuring fast load times, mobile optimisation, aligned headlines and content, strong article openings, and removing intrusive pop-ups or ads.