This document discusses eye tracking techniques that can be used to influence consumer behavior. It explains that eye tracking measures point of gaze and eye movements when exposed to a visual. Common eye tracking metrics are discussed like heat maps, fixation sequence, time to first fixation, and dwell time. Heat maps use color coding to show what areas of a page users look at. Fixation sequence and time to first fixation provide information on what grabs users' attention first. The document also discusses design patterns like the F-pattern and Z-pattern that influence how users view a page. Additionally, it mentions using directional cues in images and videos, which can draw users' eyes to certain areas due to intrinsic training.