Ad Revenue at Risk: The advertising revenue that is impacted under varying scenarios. Not all ad revenue may be lost even though it is at risk.
Article PVs at Risk: The article page views that are impacted under varying scenarios. Not all page views may be lost even though they are at risk.
Conversions: The volume of users who become paid subscribers after encountering the paywall at a given meter setting.
Conversion Rate: The ratio of users who become paid subscribers vs. users who encounter the paywall at a given meter setting.
Engagement Group: A categorization for users based on how engaged the are on the site over a 30 day period. Engagement includes page views, article page views, number of unique days a user visited the site, the number of sections a user visited, the total time a user spent on the site, and how far down the page the user scrolled (scroll depth).

• Fanatics: the most engaged group of the engagement group.
• Enthusiasts: the second most engaged group.
• Stable Users: the third most engaged group.
• Dabblers: the fourth most engaged group.
• Flybys: the fifth most engaged group.
• Non-Engaged: the least engaged group.

Impression: An advertisement view or delivery.
Paywall: The software that restricts access to online content for unpaid users.
Meter Setting: The free amount of either pages or days that a user can view before hitting the paywall.
Known User: An anonymous user who engaged with the newsletter or logged in using Gigya over the 30-day period
Paid Subscribers: Subscribers who are paying some price for a subscription.
Paywall Hits: The volume of users who encounter a paywall and are restricted from reading metered content at a given meter setting.
MIP: Mather intelligent paywall. A dynamically adjusting paywall based on user propensity and other behavioral, environmental, and predictive characteristics
ATB: Across-the-board. A static paywall that is not data-driven