8. User Fixations and Gaze Time Lift LA Times Chicago Tribune Newsforce over Display Ads 1440% 193%
9. User Fixations and Gaze Time 8 * There was 0% engagement with the display ads on this page. Lift USA Today Newsforce over Display Ads - * Newsforce over Adwords 305%
25. Eye Tracking 101 What is Eye Tracking? At Enquiro Research, we use an eye tracker to track and record eye movement on a screen in real time. The eye tracker is non-intrusive and uses high resolution sensors that are calibrated to each participant before the study. The eye tracker measures each point of gaze from the eye and displays data as a colored heatmap. What is a Heatmap? A heatmap is a visual representation of points of gaze and of eye movement. Points of gaze are displayed by dots of color. Multiple dots become circular color patches. Centralized color equals longer gaze time. When many heatmaps are amalgamated they can show common patterns of eye movement and level of engagement to parts of the SERP or webpage. 25