Frequently Asked Questions

What is Oculid's eye tracking?

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Oculid’s eye tracking technology measures eye movements through smartphone selfie cameras, showing you exactly where users are looking and what is getting their attention. It allows you to experience your product or website through the eyes of your users and customers.

You can create your eye tracking test with Oculid's platform and invite test participants to complete it on their smartphones (Android or iOS) - no additional hardware needed!

Once your test participants complete their tests, you get all the insights straight from Oculid's web platform. Use those insights to create a better experience for your users.

Watch our one-minute demo to check it out!

Why use Oculid instead of other testing tools?

Eye tracking provides unique insights into how the participants engage with your product. It offers objective data about your user's behaviour and allows you to delve into their subconscious response to your product.

With Oculid, you can easily create eye tracking tests from home, skipping additional hardware and the complex setup required to run eye tracking studies in the laboratory. You can get the same data quality by creating a test on Oculid's web application and inviting your test participants to complete it on their own smartphones (Android or iOS).

They can participate from anywhere in the world, from the comfort of their homes, while you get the results immediately after they complete and upload the results of your test.

Much easier, much more affordable, same in-lab quality!

How accurate is Oculid compared to conventional in-lab eye tracking?

Oculid requires no additional software and can be used in participants' natural settings - and is still as accurate or more accurate than competitors who require in-lab testing and hardware like eye tracking glasses.

In our validation study we analysed the data accuracy from over 100 unsupervised participants from five continents. The results show that Oculid’s eye tracking achieved an overall accuracy of 0.85 cm (measured by the distance of the fixations to the corresponding target position). Our accuracy holds up to numbers reported by competitors for their in-lab testing conditions; while also being more simple and flexible!

What attention insights can I get with Oculid's eye tracking?

Eye tracking allows you to measure the eye movements of a person when they are interacting with a visual stimulus: an image, a video, a prototype, a website, etc. It can offer relevant and reliable information about your users' behaviour when interacting with your product.

Conducting your eye tracking research is made simple with Oculid. Here are a few eye tracking specific insights you can get into your product:


Fixation is when a test participant looks at a specific point over a certain period of time, and they are highly correlated to a person's focus of attention. Therefore, longer fixations on a particular object will indicate that the user's attention has been caught, whereas shorter fixations will reveal areas of less interest to the participant.


Our heatmaps show you where your participants looked most frequently or the longest on the screen. The red spots indicate much attention in this area, while areas without red spots show less attention.

Heatmaps are available for individual participants as well as aggregated over multiple participants.

Areas Of Interest (AOI)

An Area of Interest is a selected section in the media source or stimulus you want to test: e.g., an image, a website, a package, in-context tools, a video etc.

It could be a packaging logo, a particular ad on a website, a logo in a video, or a particular watch somebody is wearing in a social media video.

An AOI is not a metric by itself, but defines an area for you to calculate further metrics.

Dwell Time

The dwell time is the total time your participants spent looking at an AOI or stimulus.

Time To First Fixation (TTFF)

Time to first fixation (TTFF) is the time from the start of a task until a particular stimulus or AOI is fixated for the first time.

First Fixation Duration (FFD)

First Fixation Duration (FFD) is the duration of the first fixation on a stimulus or AOI.

Visitors Count

Visitors Count is the number of participants that saw (or fixated on) a particular AOI or stimulus.


The number of times a participant revisited a particular AOI or stimulus.

How can I gather additional insights with Oculid?

In addition to eye tracking, Oculid offers a variety of tools to assess your participants' data, experience and opinion in more detail.

Survey questions

You can add default survey questions to assess your participants’ demographic data or add custom multiple-choice questions to ask more detailed information about your users. Your test participants will answer these questions before starting your test. You can also integrate external surveys with your test.

Thinking out loud

Activating thinking-out-loud on a task helps you understand your participants’ experience even better while they navigate your page or prototype. They will be asked to speak their thoughts out loud during a task, which is very useful in usability tests.


This shows where your participants tapped or clicked as they interacted with your product.

A/B testing

Create an A/B test to compare two versions of your product, or compare your product to competitors.

Task ratings

Rating questions after a task help you quickly assess your participants' opinion after that task.
Was the task clear? Was it difficult to achieve? You can define this question yourself to gather more user insights.

Video replay

Visualise how your test-participants interacted with your product and see where they looked at and where they taped. Chose among different visualisation options: heatmap, porthole, gaze points, and taps. Take notes on specific moments during the video.


At Oculid we calculate the duration of everything; how long did a task take to complete, how long did a AOI take to get discovered by the test participants, how long did participants take to complete a task, etc


Know exactly what device each one of your participants used to do your test.

Completion rate

Shows the amount of participants that could complete each task.

What can I test with Oculid?

Eye tracking can be used on its own or combined with other qualitative and quantitative research methodologies, and be used in several fields such as market research, usability testing, academic research, gaming or in the medical context.

These are some examples of what you can test with Oculid:


Oculid is compatible with most prototyping tools (Figma, Adobe XD, etc.). Simply insert the URL of your prototype into the task creation and define a task to complete.

Websites & web-applications

You can add the URL of any website or web-app you want to test into the task creation. You get to understand exactly where your users look on your website.

In-context tools & feeds

By testing on in-context tools or feeds, you can understand how your advertisement or product is perceived in the context of mock-up social media feeds or retail platforms.

Apps (only on Android)

If you test participants with Android phones exclusively, you can even try a live app from the Google Play store with our eye tracking solution.


Testing on images allows you to understand how participants look at your stimulus. For images, you also get aggregated heatmaps as an insightful visualisation of your participants’ attention. You can upload any image of up to 2 MB in the task creation.


You can upload any video of up to 20 MB in the task creation on the oculid platform.

What are the technical requirements to use Oculid? What setup is necessary?

Browser: The Oculid platform where you can create, manage and analyse tests is optimised for Chrome.

App: The Oculid app where the participants run the test works on any smartphone with Android 8, iOS 15 or latest versions.

Permissions: On the app, the participant needs to grant access to the camera, screen recorder and microphone.

Setup: With Oculid, you can easily create eye tracking tests from home, skipping additional hardware and the complex setup required to run eye tracking studies in the laboratory. Your participants just have to follow the app instructions with their smartphones to take part in your test, which starts with a positioning & eye calibration.

Internet: For the duration of the test, participants need a stable internet connection and even lighting.

Orientation: The app works only in portrait mode.

What integrations does Oculid offer?

You can integrate external surveys, recruitment panels and even in-context tools with your custom areas of interest (AOIs).

External panel:

If your test participants come from an external panel you can keep track of them with our external participant ID feature to make it easier for you to link their results and manage their rewards.

Can I run a pilot test before launching the final version of my test?

Yes! The "Review" stage is made just for that. After you create a test, you can run a pre-test and see what it will look like to your participants by completing it yourself as a participant up to 3 times for free. This way, you can check how your test looks in the Oculid app, and how the data is collected and displayed in the Oculid web application or platform.

While in the "Review" stage, you can edit your test and make as many changes as you need for free. Once you are satisfied with how everything looks and want to start collecting data, you can launch it for your participants. Once you launch your test, the data collected during the review stage will be deleted (to avoid biased results) and you can launch the test with as many test participants as you need. When you launch your tests, the fees explained on the pricing page will apply.

Can I run tests on desktops and tablets?

For now, Oculid offers a smartphone-only solution. With 73% of overall purchases being made on smartphones worldwide, this is our area of research focus.

Is it necessary to install the Oculid app on the smartphone to run a test?

Yes, your test participants need to install the Oculid app on their mobile phones to run any test created with Oculid, still, we are working on a web solution to offer an alternative for those who prefer to run the tests directly on the browser with their smartphones.

The app is free and your test participants won't need to create an account to use it.

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