AdHawk is the audience and content analytics engine built into the Revel Digital CMS. It collects data from a wide range of measurement sources — cameras, Bluetooth beacons, WiFi probes, motion/IR sensors, RFID, programmatic ad exchanges, and player play logs — and surfaces the results across seven purpose-built dashboard tabs: Audience, Events, Funnel, Heatmap, Network, Play Logs, and DOOH.
This article walks through each tab, describes the charts you'll find on each, and explains how to read them.
Privacy note: AdHawk performs face detection, not face recognition. No personally identifiable facial information is captured or stored.
Service Level & Compatible Devices
Service Level Requirements
AdHawk audience analytics is included with the Plus service tiers — Pro+ and Enterprise+. The standard Basic, Pro, and Enterprise plans do not include audience measurement features.
| Plan | AdHawk Audience Analytics |
|---|---|
| Basic | — |
| Pro | — |
| Pro+ | ✓ |
| Enterprise | — |
| Enterprise+ | ✓ |
Individual devices can upgrade at any time to a Plus service tier. Service level changes are available in the device edit page.
Compatible Player Platforms
AdHawk reporting works with any Revel Digital-supported player platform — BrightSign, Android, Windows, Linux, and Raspberry Pi. Sensor-driven measurement (camera, beacon, WiFi probe, etc.) requires a player platform that supports the connected sensor hardware; consult the hardware compatibility documentation for your specific sensor before deployment.
Compatible Measurement Devices
AdHawk is sensor-agnostic and aggregates data from a wide range of audience-measurement hardware. Supported categories include:
| Category | What it measures |
|---|---|
| Vision sensors (cameras) | Face-detected impressions, dwell time, age range, and gender. Required for Tier 2+ DOOH measurement. |
| Bluetooth beacons | Proximity events and unique device IDs for repeat-visit tracking. Required for Tier 4 DOOH interaction measurement. |
| WiFi probe sensors | Anonymous device counts, unique visitors, and dwell time via WiFi probe requests. |
| Motion / IR / sonic sensors | Presence detection and basic traffic counts. |
| RFID readers | Anonymous unique-visitor identification via RFID tags. |
| QR codes | Engagement and interaction tracking via QR scan events. |
| Programmatic exchanges | Impression and revenue data from DOOH supply-side platforms (Vistar Media, Place Exchange, Vengo). |
For a current list of certified hardware models and integration guides, see the related KB articles on audience measurement hardware or contact your Revel Digital account representative.
Accessing AdHawk
Sign in to the Revel Digital CMS and select AdHawk from the main navigation. The dashboard opens to the Audience tab by default. Use the report controls at the top of the page to scope the data shown across all charts.
Common Report Controls
| Control | Description |
|---|---|
| Date Range | Selects the primary reporting period. |
| Compare | Enables comparison against a previous or custom date range. Supported charts display comparison series or comparison values. |
| Chart Interval | Groups time-series charts by month, week, day, hour, or minute. |
| Devices | Filters analytics to selected devices. |
| Generate | Refreshes all charts for the selected filters. |
| Demo Mode | Displays sample data when enabled. Useful for evaluating reports before committing to sensor hardware. |
| Generates a printable / PDF-style report. |
When Compare is enabled, supported charts display comparison values or comparison series for the selected comparison period. Some charts may show limited or no data depending on device selection, date range, sensor type, venue tier, or whether the required data source is available.
Audience
The Audience tab summarizes sensor-detected audience activity, visitor counts, dwell behavior, demographic breakdowns, and device-level impression volume. It is the primary dashboard for understanding who is in front of your displays and when.
Summary Cards
| Card | Description |
|---|---|
| Total Impressions | Total sensor detections for the selected date range. Any detection by a supported sensor counts as an impression. |
| Unique Visitors | Count of unique anonymous visitors where the sensor can provide an identifier (WiFi, camera, RFID). |
| Average Dwell Time | Average duration in seconds that visitors were detected. Requires sensors that can identify anonymous visitors. |
| Devices Reporting | Maximum number of devices that provided sensor data during the selected range. |
Impressions
A line chart showing total impressions and unique visitors over time. Useful for identifying audience traffic trends across the reporting window.
Impressions by Gender (over time)
A stacked column chart showing impressions over time grouped by unknown, male, and female. Use this to see how the gender mix of your audience shifts hour-by-hour or day-by-day.
Impressions by Type Over Time
A stacked area chart showing impressions broken out by sensor / source type — audience (camera), beacon, WiFi, motion, and so on. Helpful for verifying that all of your measurement sources are contributing data as expected.
Impressions by Age Range
A column chart showing impression distribution across age buckets. The fastest way to confirm that your content is reaching the demographic you're targeting.
Impressions by Dwell Time
A column chart showing how impressions are distributed across dwell-time ranges. A right-skewed distribution (lots of short-dwell impressions) is normal for high-traffic environments; a healthier spread into longer buckets indicates content that holds attention.
Impressions by Gender (overall)
A pie chart showing the overall gender distribution for the selected range. Pair with the time-series gender chart above to see both the aggregate split and how it varies over time.
Impressions by Hour and Weekday
A heatmap showing impression concentration by hour of day and day of week. Darker cells indicate higher volume. This is the single most useful chart for content scheduling decisions — pair it with Smart Scheduling to play your highest-priority content during peak audience windows.
Impressions by Age and Gender
A heatmap showing impressions by age bucket and gender. Useful for identifying specific demographic combinations driving your audience.
Top Devices by Impressions
A stacked bar chart ranking devices by impression volume and sensor / source type. Quickly identifies your highest-traffic locations and confirms that all devices are reporting as expected.
Events
The Events tab reports user or device events, sessions, event dwell, event geography, and event-path flow. Events are arbitrary records emitted by gadgets, player scripts, or third-party integrations through the Revel Digital client SDK — typical examples include touch interactions, QR scans, button presses, or app-defined milestones.
Summary Cards
| Card | Description |
|---|---|
| Total Events | Total number of events logged during the selected range. |
| Unique Sessions | Total number of unique sessions logged during the selected range. |
| Average Events per Session | Average number of events recorded per session. |
| Average Session Duration | Average duration of all unique sessions. |
| Devices Reporting | Maximum number of devices that provided event data during the selected range. |
Events
A line chart showing total events and total sessions over time. Use this to confirm that interactive content is being used and to spot spikes or drops in engagement.
Top Events
A bar chart ranking event names by event count and session count. The quickest way to see which interactions are most common across your network.
Average Dwell by Event Name
A bar chart showing average dwell time for each event name. Identifies which interactions hold attention longest.
Top Devices by Event Count
A bar chart ranking devices by total event count and session count. Shows which physical locations are generating the most interactivity.
Top Sessions by Event Count
A bar chart ranking individual sessions by event count. Useful for spotting unusually long or active sessions for closer inspection.
Top Countries by Event Count
A world map showing event and session counts by country. Useful for networks with international or geographically distributed deployments.
Event Flow
A Sankey diagram showing event sequence paths through sessions. The add-level button expands the depth of the flow diagram so you can trace longer interaction journeys. This is the best view for understanding how visitors move through an interactive experience, not just which events fire.
Funnel
The Funnel tab compares saved audience or event profiles as sequential funnel stages. Unlike the other tabs, the Funnel tab is built entirely around tiers that you define — each tier is populated from a saved audience or event profile, allowing you to model any conversion sequence relevant to your network.
Funnel Tier Selectors
| Selector | Description |
|---|---|
| Tier 1 | First funnel stage and baseline count. |
| Tier 2 | Second funnel stage. Enabled after Tier 1 is selected. |
| Tier 3 | Third funnel stage. Enabled after Tier 2 is selected. |
| Tier 4 | Fourth funnel stage. Enabled after Tier 3 is selected. |
Funnel Diagram
A funnel visualization built from up to four selected tiers. Tier 1 is treated as the baseline, and later tiers display their percentage relative to Tier 1. A healthy funnel narrows progressively; a sharp drop-off between two tiers identifies where your content or environment is losing viewers.
Heatmap
The Heatmap tab displays geographic impression concentration on a Google Map using heatmap and point layers. Use it to understand where your audience is physically located across a multi-site network.
Summary Stats
| Stat | Description |
|---|---|
| Total Impressions | Total number of impressions represented on the map. |
| Unique Locations | Number of unique reporting locations / devices. |
| Current Day | The currently selected day in the heatmap timeline, with previous, next, and play / pause controls when multiple days are available. |
Geographic Heatmap
A map-based heat layer showing where impressions are concentrated. Higher-density areas appear with stronger colors. An optional points layer overlays individual reporting locations on top of the heatmap for site-level inspection.
Heatmap Settings
| Setting | Description |
|---|---|
| Heatmap Toggle | Shows or hides the heatmap layer. |
| Points Toggle | Shows or hides individual point markers. |
| Intensity | Adjusts heatmap strength. |
| Radius | Adjusts the pixel radius used to blend nearby data points. |
| Threshold | Adjusts the minimum value required for heatmap rendering. |
| Animation Speed | Controls day-by-day playback speed when multiple days are available. |
| Reset View | Recenters the map on the loaded data. |
Network
The Network tab summarizes device reporting, uptime, alert history, and alert locations. Where the other tabs focus on audience and content, Network focuses on the health of the devices producing the data.
Summary Cards
| Card | Description |
|---|---|
| Devices Reporting | Number of selected devices that reported network / activity data. |
| Average Uptime | Average uptime percentage for selected devices during the selected range. |
| Total Alerts Received | Total number of device alerts received during the selected range. |
Device Activity
A combined chart showing active, downloading, and playing percentages along with device reporting count over time. Includes reference lines for total selected devices and maximum devices reporting. Use it to spot fleet-wide connectivity dips and content distribution events.
Alert History
A column chart showing alert counts over time grouped by alert type — Offline, Hardware Utilization, No Content Playing, and Custom Alert. Useful for spotting recurring alert patterns that may indicate a systemic issue.
Alerts by Location
A map chart showing alert volume by device location. Tooltips break out total alerts and alert categories per site. The fastest way to identify problem locations across a geographically distributed network.
Play Logs
The Play Logs tab is the proof-of-play report. It records media playback volume, media diversity, playback duration, and device-level playback activity — the foundation for ad-supported networks and any deployment that needs to prove content delivery to a customer or advertiser.
Summary Cards
| Card | Description |
|---|---|
| Total Media Plays | Total number of media plays during the selected range. |
| Unique Media Items | Number of distinct media items played. |
| Average Play Duration | Average duration of media playback. |
| Devices Playing Content | Number of devices that played content during the selected range. |
Top Media by Play Count
A bar chart ranking media items by total play count. The single most useful view when answering "how many times did spot X play?"
Media Plays Over Time
A line chart showing total plays and unique media count over time. Confirms playback consistency and surfaces scheduling gaps at a glance.
Plays by Device
A column chart showing play count by device. Useful for verifying that distribution matches the schedule's intent and that no devices have silently stopped playing content.
Play Duration Distribution
A column chart showing play counts grouped into duration buckets such as 0–10 s, 10–30 s, 30 s – 1 m, and longer ranges. Helps spot truncated plays or unusually long-running content.
DOOH
The DOOH tab provides Digital out-of-Home campaign analytics — media impressions, attention, interactions, venue performance, creative lift, demographic delivery, attribution quality, and sensor-tier coverage. This is the tab you'll spend the most time in if you're operating an ad-supported network or running campaigns through programmatic exchanges.
DOOH Measurement Tiers
DOOH analytics depend on the measurement capabilities deployed at each venue. Some charts require Tier 2+ or Tier 3+ venues because they depend on vision, probe, or beacon data.
| Tier | Description |
|---|---|
| Tier 1 | Motion / probe-only measurement. |
| Tier 2 | Vision-based audience detection. |
| Tier 3 | Vision plus probe measurement. |
| Tier 4 | Vision plus probe plus beacon interaction measurement. |
Summary Cards
| Card | Description |
|---|---|
| Media Impressions | Total media impressions delivered by campaign playback. |
| Attention Impressions | Attention-weighted media impressions. Requires Tier 2+ venue coverage. |
| Attention Rate | Percentage of viewers with attention of at least 2 seconds. |
| Interactions | Lift, learn, tap, or similar beacon-enabled interaction events. Displayed when Tier 3+ data is available. |
| Play-to-Interaction Rate | Interaction impressions divided by media impressions. Calculated over Tier 3+ venues. |
Funnel Health
Funnel Conversion
A Sankey chart visualizing the audience funnel from traffic through interaction impressions. Flow width indicates relative volume at each stage.
Funnel Over Time
A timeline chart tracking each funnel stage over time. Useful for identifying engagement trends and conversion changes across a campaign flight.
Media Performance
Play → Attention → Interaction Timeline
A combined timeline of media plays, attention seconds, and interaction impressions. Shows how media delivery relates to audience attention and downstream response.
Plays vs. Sensor Impressions
Compares media play volume against sensor-detected viewers and attention seconds. The fastest way to identify whether your plays are actually reaching audiences or running to empty venues.
Attention-Weighted CPM by Daypart
A column chart comparing attention CPM by daypart for weekdays and weekends. Helps identify the most cost-effective time slots for engagement.
Audience
Demographic Delivery
Shows age and gender distribution of the detected audience. Requires Tier 2+ vision-based audience detection.
Dwell Time Distribution
Shows audience dwell-time distribution split by detection source. Longer dwell may indicate stronger engagement.
Reach & Frequency
Shows unique audience reach and visit frequency distribution based on probe / WiFi device IDs. Critical for any reach-based campaign measurement.
Venue, Creative, and Tier Performance
Attention Heatmap (Hour of Week × Venue)
A heatmap showing attention rate by hour for each venue. Darker cells indicate higher engagement windows — pair this with daypart pricing to optimize campaign delivery.
Top Venues by Attention Impressions
A bar chart ranking venues by attention impressions and related impression series. Venue labels include sensor tier so you can quickly distinguish vision-equipped sites from probe-only ones.
Creative Interaction Lift
Shows which creative assets drive the most interactions relative to plays. Requires Tier 3+ beacon-enabled venues.
Top Media by Impressions
Ranks media by total attributed impressions. Tooltips may include reach, dwell, play count, and audience delivery context.
Gender Breakdown by Media
Shows gender composition for top attributed media items. Current view is limited to gender breakdown.
Sensor Tier Distribution
Shows impression share by measurement tier, helping explain the depth and quality of available audience data behind the rest of the dashboard.
Cross-Validation and Quality
Face-to-Device Ratio
Daily ratio of vision-detected faces to probe-detected devices by venue. Large deviations may indicate sensor calibration or data quality issues. Requires Tier 3+ data.
Dwell Correlation (Probe vs. Vision)
A scatter plot comparing probe median dwell to vision median dwell per Tier 3+ venue. Points near the diagonal indicate stronger cross-sensor agreement; outliers flag venues that may need recalibration.
Attribution Sensitivity
Shows how interaction counts change across attribution windows (e.g. 15 s through 10 m). The current attribution window is highlighted, making it easy to evaluate how stable your attribution model is.
Choosing the Right Tab
| If you need to… | Use the… |
|---|---|
| Analyze visitor traffic, demographics, dwell, or sensor impressions | Audience tab |
| Track interactive content, sessions, and event flow | Events tab |
| Compare saved audience or event profiles as conversion stages | Funnel tab |
| Understand geographic concentration of impressions | Heatmap tab |
| Troubleshoot device activity, uptime, and alert patterns | Network tab |
| Analyze media playback delivery (proof of play) | Play Logs tab |
| Measure campaign performance, attention, attribution, and creative effectiveness | DOOH tab |
Exporting Reports
Use the Print control at the top of any tab to generate a printable / PDF-style report of the current view. Most charts also support direct export to PDF, Excel, image, XML, or CSV via the export menu in the chart's header.
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