Marketing Glossary

A Key Performance Indicator (KPI) is a measurable value that indicates how effectively a marketing activity contributes to a defined business objective. Each activity should typically have very few KPIs that are truly indicative of the main goal.

In marketing, a metric is a quantifiable measure used to evaluate the success, performance, or value of a specific marketing activity or campaign. Metrics can be simple measurements such as the number of website visitors, impressions, or the number of clicks on an advertisement. Every KPI is a metric, but not every metric is a KPI.

Another concept is that of "Paired KPIs," where for each performance indicator, a corresponding KPI is set to measure quality or negative side effects. For example, a KPI measuring the number of new customers could be paired with a KPI measuring customer satisfaction to ensure that quantity is not increased at the expense of quality.

A lagging indicator is a metric that shows the success or failure of a marketing activity only after its completion. Examples of lagging indicators in marketing include the repurchase rate or long-term search volume. These indicators are helpful for evaluating overall performance, but they do not provide insight into current processes or the ability to improve them in real-time.

In marketing, a leading indicator is a metric that predicts future trends, successes, or failures before they become visible through traditional performance measurements. Examples include the number of new newsletter subscriptions, if experience shows that a significant portion of these later become customers. These indicators can provide clues about future sales figures or brand engagement and enable marketers to proactively adjust strategies.

The "Followers" count is the number of people who follow a page. This is the total number of followers of a Facebook Page or Facebook Profile. This metric is calculated from the number of new followers minus the number of lost followers since the creation of a page or profile. Followers can receive page updates in their own feed. Experience shows that the number of followers on Facebook is declining, as both user numbers and user frequencies on Facebook are slightly decreasing. New Page Followers for the last 28 days are available in Insights.

"Page Likes" refers to the number of people who have liked a page. When a page is liked, you automatically follow it, meaning you see updates from that page in your own feed. New Page Likes for the last 28 days are available in Insights.

Page Views (Views on Facebook) show the number of times a Facebook Page or Facebook Profile has been viewed.

Aggregated demographic data based on various factors, such as the age and gender information someone provides in their Facebook profile. This metric is an estimate.

The top cities where most Page followers are located.

The top countries where most followers are located.

The total number of unpaid views of a page's posts. This can be higher than reach, as one person may view the same post multiple times.

Post Reach indicates how many unique individuals have seen posts on a page at least once. "Organic Reach" refers to the number of people whose screens displayed unpaid posts from a page. Organic Reach can be viral or non-viral.

The number of people whose screens displayed content from a page because their friends follow a page, liked it, interacted with a post, shared a photo from a page, or visited a page.

The number of people who were shown content from a page. However, it does not count when friends of another person like, follow, interact with a post, share an image from, or visit a page.

Reach differs from impressions, as the latter can include multiple views of posts by the same person. This metric is an estimate. Reach is influenced by various factors, including other people's individual interactions with a page's content, their past interactions with similar content, content quality, and other factors such as time of day or device used (mobile phone or computer). It is normal for reach to fluctuate depending on these factors. Organic reach on Facebook has significantly decreased in recent years, partly because the algorithm favors high-quality posts and new formats, but also because posts can get lost due to the abundance of content (both organic and paid) and therefore not be seen by followers.

The "Reach" metric on Facebook calculates reach through the organic or paid distribution of Facebook content, including posts, Stories, and ads. This number also includes reach from other sources such as tags, visits, and Page or Profile visits. This number also includes the reach of promoted posts and Stories. Reach is counted only once if it results from both organic and paid distribution. This metric is an estimate.

The number of times people have interacted with a page's posts through reactions, comments, shares, and clicks.

This is a percentage value that indicates how many people actually interact with posts. It is often calculated by dividing the sum of likes, comments, and shares by the total number of followers or people who have seen the post, and multiplying by 100.

The number of people who have liked posts.

In addition to "Like," Facebook also offers other reactions such as "Love," "Haha," "Wow," "Sad," and "Angry." The number of these different reactions can be broken down for posts.

The number of comments made on posts.

Shares represents the number of times posts were shared by users.

The number of views of photos on a page or in posts.

When videos are published on Facebook, the number of views and the average watch time can be tracked in Insights.

The total number of minutes a video was played within this post, including multiple plays. This metric indicates how many minutes of a video were played, not how much time elapsed while the video was playing.

The number of times a video was played for at least one minute. The time spent replaying the video during an individual video view is not included. This metric indicates how many times a video was played for at least one minute, not the total duration a video was played.

The number of times videos were played for at least 3 seconds or, if shorter than 3 seconds, for 97% of their duration. The time spent replaying the video during an individual video view is not included. This metric indicates how many seconds a video was played, not how much time elapsed while the video was playing.

The number of times a Reel's first play started during a Reels session. This play must last at least 1 ms. Replays are not counted.

The number of clicks on posts to enlarge them or display more information (e.g., "See More").

The number of clicks on links shared in posts.

The number of "Followers" is the number of people who follow an Instagram account or profile. This metric is calculated from the number of new followers minus the number of lost followers since the Instagram account was created. In Instagram Insights, follower growth can be filtered by the periods "Last 90 days", "Previous month", "Last 30 days", "Last 14 days", and "Last 7 days". There, you get an overview of New Followers, Lost Followers, and Total Growth (New Followers minus Lost Followers).

The number of times an Instagram profile was visited by other Instagram users.

The number of accounts that interacted with a post by, for example, liking, saving, commenting on, or sharing it. In Instagram Insights (app), a breakdown of "Followers" and "Non-Followers" is available – showing how many followers interacted with the post and how many non-followers did. This metric is an estimate and is still under development.

The number of actions people take when they visit the respective profile after interacting with a post.

Aggregated demographic data based on various factors, such as the age and gender information someone provides in their Instagram profile. This metric is an estimate.

The top cities where most page followers are located.

The top countries where most followers are located.

The total number of times posts were viewed on Instagram. This can be higher than reach, as one person may view the same post multiple times.

The total number of people who saw the posts. This is the number of unique accounts that saw a post at least once. Reach differs from impressions, as impressions can include multiple views of a post by the same accounts. In Instagram Insights (app), a breakdown of "Followers" and "Non-Followers" is available – showing how many followers saw the post and how many non-followers did. This metric is an estimate.

The Post Interaction metric indicates how often a post was liked, saved, commented on, and shared (minus all interactions such as "Unlike", "Unsave", and "Delete comment").

The Engagement Rate is the percentage of followers who interact with your posts. This includes liking, saving, and commenting on posts. Profile visits and story views also count. It is often calculated by dividing the sum of likes and comments by the number of followers and multiplying by 100. The Engagement Rate indicates a lot about the relevance of the content and how well it reaches the target audience.

The number of comments made on your posts.

The number of times posts were shared by users.

The number of times posts were saved by users.

The number of "Likes" on the posts.

In Instagram Stories, interactions such as polls, questions, and slider stickers can be tracked.

The number of Reel views.

The number of replays that occur after the first playback of a Reel. This is defined as replays of 1ms or more within the same Reel session.

The average time users have played a Reel. This value is calculated by dividing the total watch time by the number of initial views. This metric is under development.

The number of times the Reel was liked, saved, commented on, and shared (minus any interactions such as 'unlike', 'unsave', and 'delete comment'). This metric is under development.

The number of times the hashtags used were included in other users' posts. This can help monitor the effectiveness of the hashtag strategy.

The 'Followers' metric is the number of people who follow a TikTok account or profile. In TikTok Insights (Creator Center or Creator Tool), follower growth can be filtered by the timeframes 'Last 60 days', 'Last 28 days', 'Last 7 days', and 'Custom' (where a maximum period of 60 days can be selected). There, you get an overview of New Followers, Lost Followers, and Total Growth (New Followers minus Lost Followers).

Aggregated demographic data based on various factors, such as the age and gender information someone provides in their TikTok profile.

The top countries where most followers are located.

The top cities where most page followers are located.

This feature indicates when followers are most active and provides average times by hour and day. By posting before the daily peak activity, the reach and visibility of videos can be increased.

The number of views of a TikTok profile.

The number of viewers who have watched a video. The moment a video starts playing, it is counted as one view.

The number of unique users who have watched a video (formerly known as 'Reached audience'). This metric is an important indicator of reach.

Total Play Time is the total number of TikTok users who have watched the video. The results can range from minutes to hours. It depends on how popular the video is.

The average watch time of visitors. This metric provides a good indication of how successfully viewer attention was maintained.

Percentage of viewers who watched the entire video. This metric indicates how well a video or its content resonates with the community.

The percentage of viewers who watch a video up to a certain point. This metric is an important indicator of how engaging a video is or how well its content resonates with the community.

The number of comments a video has received.

The number of "Likes" a video has received.

The number of Shares a video has received – meaning how often a video was shared by users.

The number of Saves a video has received – meaning how often a video was saved by users.

The total number of followers indicates the total number of followers a Company Page has gained on LinkedIn since its creation. The total number of followers is updated once daily. New followers are those gained by the Company Page over 30 days. This shows a percentage change compared to the preceding 30 days.

Followers from other pages are not included. Negative changes in followers can occur because inactive accounts (including restricted and temporarily deactivated accounts) are regularly removed by LinkedIn and are thus no longer included in the total number of followers.

The "Page Views" metric is derived from the total number of visits to a Company Page.

Unique visitors are individual visitors to a LinkedIn Company Page. If a user visits the page twice, it is only counted once. Unique visitors are determined daily and are not de-duplicated across multiple days.

The number of clicks on the Call-to-Action button defined for the Company Page. This metric indicates how often LinkedIn visitors clicked through to the website or an offer.

LinkedIn also provides insights into employee activity when they share the Company Page or engage with the company's posts.

The Impressions metric measures views where the post is at least 50% visible on screen, or when it is clicked, whichever comes first.

The number of times posts have been viewed.

Views on LinkedIn capture plays for at least two seconds while the video is at least 50% visible on screen, or a click on the CTA for Sponsored Videos, whichever comes first.

The Engagement Rate is calculated from the sum of interactions (Clicks + Likes + Comments + Shares + Followers) divided by the number of Impressions.

Total number of reactions (Likes) across all posts.

The number of comments made on the posts.

The number of times posts were shared by other LinkedIn users.

On LinkedIn, you can see how often the hashtags used appear in other users' posts. This can help monitor the effectiveness of your hashtag strategy.

Clicks include all clicks on a post. This metric covers clicks on the post, company name, and logo.

The Click-Through Rate (CTR) is calculated by dividing the number of clicks by the number of impressions. It is important to track this metric as it shows how effective the ads are. A high CTR indicates that users have more interest in the ad and are more likely to purchase the advertised product or service. A low CTR can suggest that the ad is irrelevant to users or that users are not interested in the product or service.

The number of people who follow the respective Pinterest account.

The number of times the Pinterest profile has been visited by other users.

The Impressions metric indicates how often the Pins were displayed on a screen.

The total number of interactions with Pins. This includes Saves, Pin clicks, outbound clicks, swipes through carousel Pin cards, and clicks on secondary creative (collections).

Engagement Rate is a percentage value that indicates how many users actually interact with the Pins. It is calculated by dividing the total number of interactions with Pins by the total number of Pin displays (Impressions). Interactions include Saves, Pin clicks, and outbound clicks.

The number of comments made on the Pins.

Saves records all Pins that have been saved to users' boards.

The number of times Pins have been shared by other Pinterest users to their own boards.

For video Pins, the total video view time can be tracked.

Pin Clicks include the total number of clicks on a Pin or an ad in closeup.

The Pin Click Rate is a percentage value that indicates how many people clicked on the Pins after seeing them. It is often calculated by dividing the number of clicks by the number of impressions and multiplying by 100.

The total number of clicks on the destination URL linked to the Pins, i.e., how often users take actions that lead them to a destination off Pinterest. Note: Outbound clicks are measured from the date the link was added.

The total number of clicks on the Pin to content on or off Pinterest divided by the total number of Pin displays (Impressions) on a screen. Note: Outbound clicks are measured from the date the link was added.

The number of people who follow the respective Twitter profile.

Profile Visits is the total number of visits to a Twitter profile. Twitter users can visit the profile in various ways, such as by clicking on the profile picture, profile name, or username in search results, a Retweet, or in the feed, navigating directly via the URL, or following a link.

The Impressions metric indicates how often Tweets appear on X or on Twitter users' screens. High impressions can indicate good reach.

The number of times Tweets have been mentioned by other users. Mentions can be an indicator of content virality.

The number of times Tweets have been shared (retweeted) by other users. Retweets can be an indicator of content virality.

Total number of interactions a user has with a Tweet. This includes all clicks on the Tweet (including hashtags, links, avatar, username, and Tweet expansion), Retweets, Replies, Follows, and Likes.

The number of interactions (clicks, Retweets, Replies, Follows, and Likes) divided by the total number of impressions.

The Link Clicks metric includes clicks on a URL or card within the post.

Indicates how often users have replied to the post.

Indicates how often users have marked the post with 'Like'.

The number of subscribers to a YouTube channel.

The metrics can be broken down by the age and gender of the viewers.

The metrics can be broken down by the region and cities of the viewers.

The number of views indicates how often a video has been watched. It is an important indicator of video popularity. However, views are weighted differently. A view is only actually counted if a user stays for at least 30 seconds, or if the video is shorter. The longer a view lasts, the higher the quality typically is. The video then appears to match the viewer's interest and is shown more frequently by YouTube.

The total duration for which viewers watch videos is a crucial KPI. YouTube considers Watch Time an important factor for video visibility in search results and recommendations. It is the metric that the YouTube algorithm optimizes for. Watch Time is the biggest ranking factor for YouTube SEO, comparable to Bounce Rate and Dwell Time, which have a strong influence on organic ranking on Google.

The average time viewers watch a video. This metric provides insight into the attractiveness of the content. For example, if viewers drop off in the middle of the video, it suggests mediocre storytelling.

The abandonment rate (also referred to as Bounce Rate) indicates how many viewers leave a video before it ends. A low abandonment rate shows that the content retains viewers.

The number of comments under YouTube videos can indicate community engagement. Good community management (replying to comments) can foster interaction.

Views per displayed impression. The Impression Click-Through Rate (CTR) indicates how often viewers played a video after a counted impression on YouTube. This metric likely represents only a portion of the total views on the channel, as not all impressions are counted here. For example, impressions on external websites or in end screens are not considered. The Impression CTR depends on the type of content and the target audience, as well as where on YouTube an impression occurred. Video thumbnails always compete with other videos, whether on the homepage, in the 'Up Next' section on the watch page, in search results, or even in subscription feeds. For half of all channels and videos on YouTube, the Impression CTR is between 2% and 10%. However, for new videos or channels created less than a week ago, or videos with fewer than 100 views, this range can be even wider. For example, if a video is displayed on the homepage and thus generates many impressions, the CTR is usually lower. Ultimately, it is best to compare the CTR of videos over the long term and consider the impact of traffic sources on the CTR.

The number of followers of a Snapchat account.

The number of views of Snapchat Stories indicates how many people have seen the content. This is an important metric for measuring reach.

Similar to Story Views, but related to individual Snaps. This allows checking the number of views for each individual Snap within the Story.

The Completion Rate measures how many people have watched the Snapchat Story completely. It is calculated as the percentage of people who reached the last Snap in the Story.

The number of direct replies to Snaps can be a measure of community interaction and engagement.

The number of screenshots indicates how often users have saved images or Snaps from the Story. This could point to particularly engaging or interesting content.

The number of people who follow the respective Reddit profile.

The number of users who have viewed a post.

Engagement Rate is a percentage indicating how many people actively interact with posts. It is often calculated by dividing the sum of Upvotes, Downvotes, Comments, and Awards by the number of Views (number of users who have seen the post) and multiplying by 100.

The number of comments made on posts. Comments are a sign of interaction and discussion surrounding the content and topics.

The number of people who have positively rated posts. Upvotes indicate that a post has been well-received by the community.

The number of people who have negatively rated posts. Downvotes can indicate that a post is not well-received by the community.

The number of awards that posts have received. Reddit users can reward posts with awards, indicating their appreciation.

The number of times posts have been saved by users.

The number of people who follow a Twitch channel. Followers are loyal viewers who are notified when you go live.

The number of people who have subscribed to a channel. Subscribers receive additional benefits and support options for the channel.

The number of people simultaneously watching a live stream. This is an important metric for content reach.

Video Views includes the total number of views for past streams and videos.

The average number of viewers during a stream. This can provide insight into the consistency and quality of the content.

The average number of viewers who watch a live stream.

Engagement Rate is a percentage indicating how many viewers actively interact with the content. It is often calculated by dividing the sum of Chatter, Followers, and Subscribers by the average viewers and multiplying by 100.

The number of people who actively interact in a stream's chat. This shows how engaged the community is.

The number of chat messages per minute during a stream. A higher Chat Rate can indicate a higher level of interaction.

The amount of donation revenue during a stream when viewers donate money for the content.

The number of times an ad has appeared on users' screens.

The average cost per 1,000 impressions. CPM is a KPI frequently used to assess the cost-efficiency of an advertising campaign.

CPM is calculated by dividing the amount spent on an advertising campaign by the number of impressions, then multiplying by 1,000. Example: If €50 was spent and 10,000 impressions were achieved, the CPM is €5.

The metric "Gross Impressions" indicates how often ads appeared on screen. This number is unfiltered and includes impressions from invalid or non-human traffic that Meta filters out. Gross impressions measure how often ads were presented, even in cases where Meta determines the impressions are invalid. By comparing regular impressions with gross impressions, it's possible to understand how often ads were presented and generated invalid or non-human traffic. Advertisers do not pay for impressions Meta deems invalid. Invalid impressions are also not included in other reporting. Gross impressions are calculated by counting unfiltered how often ads were presented, including cases where impressions were declared invalid. This can happen if the ad impression is demonstrably attributable to non-human traffic or traffic from IP addresses considered fraudulent. Gross impressions include both valid and invalid impressions. Meta does not charge for invalid impressions or invalid traffic.

This metric indicates how often ads were displayed in the right-hand column on Facebook after the ad placement was refreshed. Automatically refreshed impressions are a subcategory of valid impressions that occur when ads are displayed in the right-hand column on Facebook. This allows you to see how often the ad is displayed in the right-hand column after the ad placement has been automatically refreshed.

The number of people who have seen the ads at least once. Reach differs from impressions, as the latter can include multiple views of the ads by the same person. This metric is an estimate.

The average cost to reach 1,000 people. This metric is an estimate. The metric is calculated by dividing the total amount spent by the reach and multiplying by 1,000.

This metric determines the people reached across all Meta technologies such as Facebook, Instagram, Messenger, and Audience Network.

This metric indicates how often the ad was seen on average. Frequency is derived from impressions divided by reach. This metric is calculated using sample data. Frequency is an important factor to ensure that ads are not shown too often to the same target audience, as this can lead to ad fatigue. A high frequency can indicate that the target audience may have already seen the ad multiple times, which can lead to reduced effectiveness as users might ignore the ad or find it annoying. The campaign period must always be taken into account. For a short campaign duration, the frequency should be rather low (up to a maximum of 2-3), whereas for a longer campaign duration, a frequency of over 3 can be acceptable.

The metric "Estimated Ad Recall Lift (People)" is available for ads with the "Ad Recall Lift" (Brand Awareness) performance goal under the "Awareness" objective. Estimated Ad Recall Lift (People) is defined as the incremental number of people who would answer "Yes" to the question "Do you remember seeing an ad from [Brand] in the last two days?"

The average cost per estimated ad recall lift. This metric is only available for assets under the "Awareness" and "Engagement" objectives. The metric is calculated as the total amount spent divided by the estimated ad recall lift rate (people).

The percentage by which an estimated number of additional people recall an ad within 2 days when asked. This metric is only available for assets under the "Awareness" and "Engagement" objectives.

This metric is an estimate and is under development. It is calculated as estimated ad recall lift divided by ad reach. This metric may be somewhat inaccurate, as it is merely an estimate.

New Followers: The number of new followers generated by an ad. This metric is still under development.

Likes: The number of Likes on the Facebook Page attributed to the ads.

Cost per Like: The average cost per Like. Cost per New Follower: The average cost per new follower. The metric is calculated as the total amount spent divided by the number of Likes for a Page.

The number of times a request to join the Facebook group associated with the ad was sent.

The average cost per group join request. The average cost for individual group join requests. This metric is calculated by dividing the total spend by the number of group join requests attributed to the ad.

The number of visits to the Facebook Page attributed to the ads. If a physical address is listed on the Page, people can post a status update in their News Feed or on their Timeline to indicate they are at that location.

The number of times someone shared a photo or video with an effect from the ad. Shared content includes Stories or posts.

The number of actions taken on a Facebook Page, Instagram profile, or other content attributed to the ads. This metric captures interactions with the Facebook Page, Instagram profile, and content and posts attributable to the ads. Interactions due to ads can include actions such as Instagram Page Likes, Instagram profile Followers, Love reactions to posts, Story replies, location visits, and link clicks.

The average cost per Page interaction. This metric is calculated by dividing the total amount spent by the number of Page interactions.

Post interactions are the total number of actions people take in connection with the ads on Facebook. Post interactions include all actions people take in relation to the ads during their delivery. Post interactions can include actions such as reactions to the ad, comments or shares of the ad content, or when a user claims an offer, views a photo or video, or clicks a link.

The average cost per post interaction. This metric is calculated by dividing the total spend by the number of interactions with posts.

The number of reactions to an ad. Using the "Reactions" button in an ad, people can express different reactions to the content: Like, Love, Care, Haha, Wow, Sad, or Angry. This metric captures all reactions attributed to the ads, including those that were later removed.

The number of comments on the ads.

The "Saved Posts" metric captures how often the ad was saved by users who want to view it again later. This metric captures all saved content attributed to the ads, including those that were later removed.

This metric indicates how often the ads were shared. People can share ads or posts on their Timeline, a friend's Timeline, in groups, and on their own Pages. The metric counts how often the ads are shared during their run time. This may also include shared Instagram posts sent to other people's inboxes. If the post is shared on another person's or Page's Timeline, interactions with it are not counted.

The number of photo views on the Page or in posts attributed to the ads. Photo views are counted when people click on a photo to view it.

The number of people who responded "Interested" or "Going" to the Facebook event attributed to the ads.

The number of activated event reminders that can be attributed to the ads. Reminders that were deactivated before the event started are not included. This metric is calculated by subtracting the number of reminders that were deactivated again within the selected period from the total number of activated event reminders. In some cases, this metric may be a negative number if a corresponding number of reminders were deactivated within the selected period.

The average cost per event response (Going/Interested). This metric is calculated by dividing the total spend by the number of responses.

The number of accounts that sent a message to the business for the first time due to the ads. This metric is under development.

Certain messaging-related metrics and ad campaigns, as well as organic messaging features for businesses, will not be available. This applies to ads delivered in and from Europe, or in and from Japan. This metric includes the number of new two-way conversations initiated in messaging apps. This occurs, for example, when people clicked on the ad to send a message to your business in a messaging app (e.g., Messenger or Instagram Direct) or clicked on a button in the ad within another Meta technology (e.g., Facebook Feed). It only includes new connections initiated within the attribution window. Conversations with people who have previously messaged the business are not included.

The average cost per new messaging contact. This metric is an estimate and still under development. The metric is calculated as total spend divided by new messaging contacts. This does not include messaging conversations on WhatsApp or from ads delivered within and from Europe or Japan.

The number of times accounts blocked conversations with the business as a result of an ad. Certain messaging-related metrics and ad campaigns, as well as organic messaging features for businesses, will not be available. This applies to ads delivered in and from Europe, or in and from Japan. This metric captures how often people blocked messages from a business on messaging apps (e.g., Facebook Messenger or Instagram Direct) that were linked to the ads. This includes blocks by people after viewing the ad or blocks made after a conversation had already begun.

The number of times a messaging conversation with the business was started due to an ad after at least 7 days of inactivity. This metric counts accounts that messaged the business for the first time or after 7 days of inactivity. For WhatsApp Business, this metric only includes conversations initiated via clicks on the ad. This does not include messaging conversations from ads delivered within and from Europe or Japan.

The average cost per conversation started.

The number of times an account subscribed to marketing messages from the business due to an ad. If an account subscribed to multiple topics, the account is counted again for each topic subscribed. This metric captures subscriptions attributed to ads, including subscriptions that were later canceled. Note: Subscriptions are only attributed to ads if an account subscribes via a messaging thread. This metric may not be available for ads delivered within or from Europe and Japan.

The average cost per messaging subscription. This metric is calculated as the total amount spent divided by the number of subscriptions received.

The number of times a phone number or the "Call Now" button in a Meta listing (e.g., your Marketplace listing) was clicked, attributed to ads. This metric counts how often a person taps a phone number or the "Call" button on the detail page of a Meta listing on their mobile phone. However, this metric does not include clicks on the phone number when displayed for desktop listings, as this does not lead to a direct call. Additionally, clicks on the phone number within the listing description are excluded.

The number of times people used the "Send Message" button in a Click-to-Call Ad to contact the business and request a call. This metric captures how often people sent Messenger messages to the business via the "Send Message" button in a Click-to-Call Ad. Only requested callbacks delivered to the business's Messenger account are counted. All undeliverable messages are excluded.

The estimated number of times the call button was clicked in a call confirmation dialog after an ad with a call objective was clicked.

This metric is an estimate and is under development. For playable ads, this metric only applies to feed placement, as Audience Network does not require a lead-in video.

The number of times an address or the "Get Directions" button in a Meta ad (e.g., your Marketplace listing) was clicked, attributed to ads. This metric counts how often someone taps the "Get Directions" button in an ad. The button is located on the detail page of a listing.

The number of times the video was viewed for at least 2 consecutive seconds. For most 2-second continuous video views, at least 50% of the video pixels are visible. In some cases, such as when part of the screen is obscured by a system or app overlay (because users are sharing, saving, or receiving a message), less than 50% of the video pixels may be visible. This metric is under development.

This is the average cost for each 2-second continuous video view. The metric is calculated by dividing the total spend by the number of 2-second continuous video views.

This metric captures how often a video was played for 3 seconds or (if shorter than 3 seconds) for 97% of its total length. The time spent replaying the video for a single impression is not included. Example: If someone watched a 2-second video for 1.94 seconds or a 3-second video for 2.91 seconds, it counts as a 3-second video view. If someone plays a 3-second video for 2 seconds, then rewinds and rewatches the first 2 seconds, it does not count as a 3-second video view, as replays are not counted.

This is the average cost per 3-second video view. The metric is calculated by dividing the total spend by the number of 3-second video views.

The number of times a video was played to completion or for at least 15 seconds. For longer videos, the metric counts how often the video was played for at least 15 seconds. A video is considered played to completion if users have watched at least 97% of it. This is because most users stop watching the video before the credits or fade-out.

The average cost per ThruPlay. This metric is calculated by dividing the total amount spent by the number of ThruPlays. Average cost points are between €0.03 - €0.05, although industry differences must always be considered. If the cost points are between €0.01 and €0.02, it indicates very good performance.

The number of times a video started playing. This is counted for each impression of a video and excludes replays. This metric counts a video view after an impression for the video has been counted. A video view is counted when a video plays automatically or someone clicks to play it. Replays, for example, if someone pauses and restarts a video, are not counted. For an ad format with multiple videos, such as a Carousel Ad, video views are counted separately for each video displayed.

The number of times a video was played to 25% completion, including plays where users skipped to this point. This metric records all plays of your video when it has been played for at least 25% of its duration. This includes both plays where a video was watched from the beginning up to 25% and those where users skipped to the 25% mark and played the video from there.

The number of times a video was played to 50% completion, including plays where users skipped to this point. This metric records all plays of your video when it has been played for at least 50% of its duration. This includes both plays where a video was watched from the beginning up to 50% and those where users skipped to the 50% mark and played the video from there.

The number of times a video was played to 75% completion, including plays where users skipped to this point. This metric records all plays of your video when it has been played for at least 75% of its duration. This includes both plays where a video was watched from the beginning up to 75% and those where users skipped to the 75% mark and played the video from there.

The number of times a video was played to 95% completion, including plays where users skipped to this point. This metric records all plays of your video when it has been played for at least 95% of its duration. This includes both plays where a video was watched from the beginning up to 95% and those where users skipped to the 95% mark and played the video from there.

The number of times a video was played to 100% completion, including plays where users skipped to this point. This metric is under development. This metric records when 100% of a video has been played. This includes people who watched a video entirely from the beginning, as well as those who skipped to the 100% mark.

The average duration a video was played, including all replays of the video within a single impression. This metric is under development. This metric is calculated by dividing the total playback duration for a video (including replays during an impression) by the total number of video views. Since this metric includes video replays, the recorded average playback duration may be longer than the video itself.

The average total time in seconds that people spend in an Instant Experience. An Instant Experience is a full-screen experience that opens on a mobile device when someone clicks your ad. It can contain various interactive or multimedia elements, such as videos, images, or products. This metric measures the average total time spent on the Instant Experience linked to an ad. This includes time people spend in other Instant Experiences linked from the original Instant Experience. Time spent on AR ads does not include time outside the camera experience. An example would be if someone edits or shares a photo, or leaves the experience running in the background.

The average percentage of the Instant Experience that people viewed. An Instant Experience is a full-screen experience that opens on a mobile device when someone clicks your ad. It can contain various interactive or multimedia elements, such as videos, images, or products. This metric measures the percentage of the Instant Experience viewed, based on the components viewed. It counts Instant Experience views originating from an ad, but not views of other Instant Experiences linked from the original.

The number of elements viewed in an Instant Experience. This metric is in beta.

The number of people who viewed elements of an Instant Experience at least once. This metric is in beta.

The number of clicks on an ad that opens an Instant Experience. This metric is in development. For playable ads, this metric only applies to feed placements, as Audience Network does not require a lead-in video. To better understand drop-off points for playable ads, you can view placement-specific metrics by selecting the 'Placement' option in the 'Breakdown' menu in the Ads Manager report.

This metric counts how many times an Instant Experience was opened after someone clicked the ad. This metric is only available for Playable Ads.

The number of times an interactive component in an Instant Experience was launched. This metric is in development. For playable ads, this metric only applies to feed placements, as Audience Network does not require a lead-in video. To better understand drop-off points for playable ads, you can view placement-specific metrics by selecting the 'Placement' option in the 'Breakdown' menu in the Ads Manager report.

This metric counts how many times an Instant Experience was opened after someone clicked the ad. This metric is only available for Playable Ads.

The number of link clicks within an Instant Experience that lead to destinations outside Meta technologies. This metric is in development.

To break down at what point users click away from Playable Ads, you should view placement-specific metrics via the 'Placement' breakdown. This metric captures the number of clicks that redirect users from an Instant Experience to external destinations not belonging to Meta technologies.

This only applies to clicks on links within an Instant Experience. These destinations include:

Websites

Your product page in an app store

Deep links for apps

The 'Clicks (All)' metric includes link clicks as well as other clicks on other components of an ad (e.g., when someone clicks on the Page name). The following clicks are captured under 'Clicks (All)':

Link Clicks

Post Likes, comments, and shares

Clicks on the Facebook Page or Instagram profile

Clicks to expand media (e.g., photos/videos) to full screen

The average cost per click (all). The metric is calculated as total amount spent divided by Clicks (All).

The percentage of impressions that resulted in a click (all) out of the total number of impressions. The metric is calculated as Clicks (All) divided by Impressions.

The number of link clicks within the ad that led to advertiser-specified destinations on or off Meta. Link clicks help measure the interest an ad generates among the target audience. Digital advertisers have typically used click-through rate as a barometer of success for online advertising campaigns. To better understand what happens after someone clicks an ad, you should compare link clicks with other metrics (for example, link clicks with landing page views: this shows how often users who clicked an ad also arrived on the landing page). This metric counts all clicks, taps, or swipes on the ad's text, media, or call-to-action that lead to destinations or experiences specified by the advertiser. Clicks on content or links in the comment section of a post are not included in this metric. The advertiser can set multiple destinations for each ad. For example, the headline might lead to a different destination than the call-to-action. Destinations can be both on and off Meta. Possible destinations:

Websites

App stores or deep links to apps

Click-to-Call

Click-to-Message

Maps/Directions

Shops

Lead forms

Marketplace

Link clicks to Instagram profiles for ads promoting Instagram profile views

Playable experiences

Videos that launch the Watch & Browse experience

Videos hosted on another website (including videos embedded in a feed ad but hosted on a video platform like YouTube or Vimeo)

The average cost per link click. CPC (Cost per Link Click) indicates the average cost of a link click. It is a metric used in online advertising to benchmark the impact and performance of ads. The metric is calculated as amount spent divided by Link Clicks.

The percentage of impressions that received a link click out of the total number of impressions. CTR (Link Click-Through Rate) indicates how many link clicks an ad achieved compared to the number of impressions. This metric is frequently used by online advertisers to determine how ads drive visitors to websites and other areas. The metric is calculated as clicks on links divided by the number of impressions.

The number of people reached who performed a link click. This metric is an estimate. This metric counts people reached, not the number of actions. The metric uses sampled data.

The average cost per unique link click. This metric is an estimate. The metric is calculated as the total amount spent divided by unique link clicks. It uses sampled data.

The percentage of people reached who saw an ad and performed a link click. This metric is an estimate. The metric is calculated as unique link clicks divided by Reach. It counts people reached, not the number of actions. The metric uses sampled data.

The number of people reached who performed an outbound click. This metric is an estimate. This metric counts people reached, not the number of actions. The metric uses sampled data.

The average cost per unique outbound click. This metric is an estimate. The metric is calculated as the amount spent divided by unique outbound clicks.

The percentage of people reached who saw an ad and performed an outbound click. This metric is an estimate. The metric is calculated as unique outbound clicks divided by Reach.

The number of link clicks that lead to destinations outside Meta technologies. Outbound Clicks measure traffic driven by an ad to a website or an app. They differ from Link Clicks, which count clicks on links within the ad. These can lead to external destinations as well as destinations on Meta. Not all outbound clicks also lead to a website view. Nevertheless, outbound clicks can provide a better estimate of how much traffic to the website or app was intended. This metric counts all clicks that lead to external destinations not belonging to Meta technologies. It includes clicks on links appearing in the respective ad, as well as links in other ad formats, such as Instant Experience, Collections, or Facebook forms. These include clicks on:

Websites

an app in an app store

deep links in the app

In versions 10.14 and older of the Instagram app, all clicks on ad links are counted as outbound clicks regardless of their destination. performed an outbound click. This metric is an estimate. The metric is calculated as unique outbound clicks divided by Reach.

The average cost per outbound click. This metric is calculated by dividing the amount spent by the number of outbound link clicks.

The percentage of impressions that resulted in an outbound click, relative to the total number of impressions. This metric is calculated by dividing outbound clicks by impressions. Among click-through rates, this is the most relevant metric on Meta.

The number of times the destination website, Instant Experience, or Meta Shop successfully loaded after a person clicked on an ad. In some cases, this metric is an estimate. Landing Page Views help determine how often a website or Instant Experience was loaded after an ad click. You can compare Landing Page Views with the number of Link Clicks to find out how many users clicked on the ad but abandoned the process before a website or Instant Experience fully loaded. For Landing Page Views to be recorded for destinations like websites or Instant Experiences in reporting, a Meta Pixel or Conversions API must be installed. Landing Page Views are recorded when a website or Instant Experience loads after an ad click. If "Landing Page View" events cannot be recorded in some cases due to incomplete or missing data, some events may be determined using statistical modeling. Due to tracking limitations (cookies, ad blockers, etc.), the discrepancy between Landing Page Views and outbound link clicks may be higher.

The average cost per Landing Page View. This metric is an estimate.

This metric is calculated as total spend divided by the number of Landing Page Views. If "Landing Page View" events cannot be measured in some cases due to incomplete or missing data, some events may be determined using statistical modeling.

The "Leads on Meta" metric indicates how many leads were captured directly on the platform. This requires creating a lead form in Meta Business Manager and linking the ad to the lead form. The Cost Per Lead (on Meta) is calculated by dividing the amount spent by the leads generated on Meta. Depending on the industry and product, costs can vary significantly. For example, if it's a product or service that appeals to the general public, costs are usually lower. If it's a product or service that targets a very specific audience and involves higher costs, the cost per lead is typically much higher.

The number of completed actions within Meta technologies that were attributed to your ads. This metric captures completions of actions that occurred within Meta technologies (e.g., on Pages or in Messenger) and were attributed to your ads. Depending on the chosen attribution setting, the number of events can be determined in different ways. The Cost Per Completion of an Action on Meta is calculated by dividing the amount spent by the completions for actions on Meta.

Website Conversions (Events) track actions on the website. A distinction is made between Standard Events, which are predefined by Meta, and Custom Events, which are self-defined. In some cases, the respective conversion metrics are estimates. Website Conversions help determine which actions users have performed on the website. For Website Conversions to be recorded in reporting, a Meta Pixel or Conversions API must be installed. Website Conversions are recorded when the desired action on the website is performed after an ad click. If Website Conversions cannot be recorded in some cases due to incomplete or missing data, some events may be determined using statistical modeling. Depending on the selected attribution setting, the number of events can be determined in different ways. In some cases, such as with results from ads delivered to iOS 14+ devices, or due to cookie restrictions and ad blockers, these metrics may not be calculated.

Find Location

Complete Registration

Contact

Customize Product

Donate

Lead

Schedule

Start Trial

Submit Application

Subscribe

View Content

Add To Wishlist

Add To Cart

Initiate Checkout

Add Payment Info

Purchase

The number of "Search" events recorded by the Meta Pixel or Conversions API on the website and attributed to your ads. If the "Search" standard event has been implemented on your website, this metric shows the corresponding events captured by the Meta Pixel or Conversions API and attributed to your ads.

The number of "View Content" events recorded by the Pixel or Conversions API on the website and attributed to your ads. If the "View Content" standard event has been implemented on the website, this metric shows the corresponding events captured by the Meta Pixel or Conversions API and attributed to your ads.

The average cost per View Content. This metric is calculated by dividing the amount spent by the number of View Content events.

The number of "Add to Cart" events attributed to your ads, based on information from one or more connected Meta Business Tools, or performed directly on Meta technologies. This metric corresponds to the number of "Add to Cart" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to your ads.

The average cost per "Add To Cart." This metric is calculated by dividing the amount spent by the number of "Add To Cart" events.

The total value of "Add to Cart" actions on the website.

This metric is derived from the sum of the value parameters set for the "Add to Cart" standard event on the website.

The number of "Add To Wishlist" events attributed to your ads, based on information from one or more connected Meta Business Tools, or performed directly within Meta technologies.

This metric corresponds to the number of "Add To Wishlist" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to your ads. It also captures "Add To Wishlist" events that occur within Meta technologies (e.g., in Marketplace, Instagram Shops, or during checkout via ads) and are attributed to your ads. The average cost per "Add To Wishlist" is calculated by dividing the amount spent by the number of "Add To Wishlist" events.

The number of "Initiate Checkout" events attributed to your ads, based on information from one or more connected Meta Business Tools, or performed directly within Meta technologies. This metric corresponds to the number of "Initiate Checkout" events captured by Meta Business Tools (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to your ads. It captures initiated checkouts that occurred within Meta technologies (e.g., in Marketplace, Instagram Shopping, or during checkout via ads) and were attributed to your ads. The average cost per initiated checkout is calculated by dividing the amount spent by the number of initiated checkouts.

The number of "Add Payment Info" events recorded by the Meta Pixel or Conversions API on the website and attributed to your ads. If the "Add Payment Info" standard event has been set up on the website, this metric counts the corresponding events captured by the Meta Pixel or Conversions API and attributed to your ads. The average cost per Add Payment Info is calculated by dividing the amount spent by the number of Add Payment Info events.

The number of Purchase events recorded by the Pixel or Conversions API on the website and attributed to your ads. If the "Purchase" standard event has been implemented on the website, this metric shows the corresponding events captured by the Meta Pixel or Conversions API and attributed to your ads.

The average cost per purchase is calculated by dividing the amount spent by the number of purchases.

The total Return on Ad Spend (ROAS) from website purchases. This metric is based on the value of all website purchases recorded by the Meta Pixel or Conversions API on the website and attributed to your ads. The metric is calculated by dividing the conversion value for website purchases by the amount spent.

The total value of all website purchases. This metric is derived from the sum of the value parameters set for the standard "Purchase" event on the website.

The number of "Use Credit" events attributed to ads, based on information from one or more connected Meta Business Tools. This does not refer to the total value of the redeemed credit. This metric corresponds to the number of "Use Credit" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per "Redeem Credit" is calculated by dividing the amount spent by the number of redeemed credits.

The number of completed registrations captured by the Meta Pixel or Conversions API on the website and attributed to ads. If the standard "Complete Registration" event has been implemented on the website, this metric shows the corresponding events captured by the Meta Pixel or Conversions API and attributed to ads. The cost per completed registration is calculated by dividing the amount spent by the number of completed registrations.

The number of "Submit Application" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Submit Application" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to ads. The cost per submitted application is calculated by dividing the amount spent by the number of submitted applications.

The number of submitted ratings attributed to ads, based on information from one or more connected Meta Business Tools. This metric indicates the number of "Rate" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per submitted rating is calculated by dividing the amount spent by the number of submitted ratings.

The number of orders created and attributed to ads, based on information from one or more connected Meta Business Tools. This metric indicates the number of "Orders Created" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per created order is calculated by dividing the amount spent by the number of submitted ratings.

The number of "Subscribe" events attributed to ads, based on information from one or more connected Meta Business Tools. The cost per subscription is calculated by dividing the amount spent by the number of subscriptions.

The number of "Start Trial" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Start Trial" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per trial started is calculated by dividing the amount spent by the number of trials started.

The number of tutorial completion events attributed to ads, based on information from one or more connected Meta Business Tools. This metric indicates the number of "Tutorial Completed" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per completed tutorial is calculated by dividing the amount spent by the number of completed tutorials.

The number of "Schedule" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Schedule" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to ads. The cost per scheduled appointment is calculated by dividing the amount spent by the number of scheduled appointments.

The number of "Contact" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Contact" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per "Contact" is calculated by dividing the amount spent by the number of contacts.

The number of "Find Location" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Find Location" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per location search query is calculated by dividing the amount spent by the number of location search queries.

The number of "Donate" events attributed to ads, based on information from one or more of your connected Meta Business Tools, or executed directly on Meta technologies.

This metric corresponds to the number of "Donate" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per donation is calculated by dividing the total budget spent by the number of donations.

The number of Lead events captured by the Pixel or Conversions API on a website and attributed to ads. If the standard "Lead" event has been implemented on the website, this metric shows the corresponding events captured by the Meta Pixel or Conversions API and attributed to ads. The cost per lead is calculated by dividing the amount spent by the number of leads.

The number of "Customize Product" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Customize Product" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, or Facebook SDK) and attributed to ads. The cost per customized product is calculated by dividing the amount spent by the number of customized products.

The number of app installations recorded as app events and attributed to ads. This metric corresponds to the number of "App Install" events captured by a Meta Business Tool (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to ads. App installations are reported as the sum of desktop app installations and mobile app installations. The cost per app installation is calculated by dividing the amount spent by the number of app installations.

The number of app activations attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "App Activate" events captured by an App SDK and attributed to ads. Results for ads delivered to iOS 14+ devices are reported by Apple's SKAdNetwork API and are based on when these events are reported to Meta. For ad sets and ads, statistical modeling may be used to determine some events. The cost per app activation is calculated by dividing the amount spent by the number of app activations.

The number of people who opened an app 24-48 hours after installation. This metric is only available for 7-day or 28-day attribution windows. With 2-day mobile app retention, you can optimize campaigns for people who have installed and opened an app. This metric represents the number of people who opened an app at least once (e.g., an app open event captured by the SDK) within 24–48 hours after installation. "2-day mobile app retention" captures the number of people, not individual app open events. The average cost per 2-day mobile app retention is calculated by dividing the amount spent by the 2-day mobile app retention metric.

The number of people who opened an app 6-7 days after installation. This metric is only available for a 28-day attribution window. With 7-day mobile app retention, you can optimize campaigns for people who have installed and opened an app.

This metric represents the number of people who opened an app at least once (e.g., an app open event captured by the SDK) within 144–168 hours after installation. "7-day mobile app retention" captures the number of people, not individual app open events. The average cost per 7-day mobile app retention is calculated by dividing the amount spent by the 7-day mobile app retention metric.

The number of "Unlock Achievement" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Achievement Unlocked" mobile app events captured by Meta Business Tools (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set) and attributed to ads. The cost per unlocked achievement is calculated by dividing the amount spent by the unlocked achievements.

The number of "Achieve Level" events attributed to ads, based on information from one or more connected Meta Business Tools. This metric corresponds to the number of "Achieve Level" events recorded by a Meta Business Tool (e.g., Meta Pixel, Conversions API, Facebook SDK, or Offline Event Set) and attributed to the ads. The cost per "Achieve Level" is calculated by dividing the amount spent by the number of levels achieved.

The number of game session events attributed to ads, based on information from one or more connected Meta Business Tools (e.g., Meta Pixel, Conversions API, App SDK, or Offline Event Set).

Custom conversions allow you to create rules for events. These rules enable you to measure more specific customer actions. For example, you can filter all purchases to measure only purchases of women's shoes over 40 USD. You can use custom conversions as performance goals and reach people most likely to perform the actions relevant to you.

In addition to standard events, you can also integrate custom events into your website via code snippets, which provide even more insights into your campaigns. For example, you can create TimeSpent events that are triggered when users spend a predefined amount of time on the website (e.g., TimeSpent 60 is triggered when users are on the website for at least 60 seconds). The cost per custom event is calculated by dividing the amount spent by the corresponding custom event.

Offline conversions allow you to measure how often an ad in Meta technologies leads to offline results, such as in-store purchases, phone orders, or bookings. To do this, in-store offline conversions must be compared with the list of people who have seen or clicked an ad. This helps you better assess the effectiveness of an advertising campaign.

With offline conversions, you can:

Record offline activities and see how many of them can be attributed to your ads;

Measure offline return on ad spend;

Reach people offline and present ads to them based on their offline actions. You can also create Lookalike Audiences to deliver ads in Meta technologies to people who resemble your offline customers.

Before launching a campaign in Meta Events Manager, an offline event set or a data set must be created and linked to an ad account. If this process is to be automated, you can also upload offline conversion data directly via the Conversions API, Offline Conversions API, or with the help of partner integrations.

The number of times an ad appeared on users' screens.

The average cost per 1,000 impressions. CPM is a KPI frequently used to assess the cost-efficiency of an advertising campaign.

CPM is calculated by dividing the amount spent on an advertising campaign by the number of impressions, multiplied by 1,000.

The maximum number of people who were shown the ad. Reach differs from impressions, as the latter can include multiple views of the ads by the same person.

The average cost to reach 1,000 unique users. This metric is estimated.

The average number of times each person has seen an ad. This metric is estimated. Frequency is an important factor to ensure that ads are not shown too often to the same target audience, as this can lead to ad fatigue. A high frequency can indicate that the target audience may have already seen the ad multiple times, which can lead to lower effectiveness as users might ignore the ad or find it annoying. The campaign period must always be taken into account. For a short campaign duration, the frequency should be rather low (up to a maximum of 2-3), whereas for a longer campaign duration, a frequency of over 3 can be acceptable.

The number of views of video ads. The second a video starts playing, it is counted as one view.

The number of times a video was played for at least 2 seconds.

The number of times a video was played for at least 6 seconds or to completion.

The number of times a video was played for at least 6 seconds or received at least 1 interaction within the first 6 seconds. Interactions include: liking, sharing, following, and clicking. Clicks consist of activity clicks on hashtags, music, anchors, and interactive add-ons. This metric is currently only available to advertisers who use optimization for "6-second video views (focused view)". This metric is in beta.

The number of times a video was played to 25% completion. Replays are not counted. Data from Pangle is currently not included.

The number of times a video was played to 50% completion. Replays are not counted. Data from Pangle is currently not included.

The number of times a video was played to 75% completion. Replays are not counted. Data from Pangle is currently not included.

The number of times a video was played to 100% completion. Replays are not counted. Data from Pangle is currently not included.

The average playback time of video ads. (In seconds)

The average playback time of video ads per person (In seconds).

The number of clicks on your ads. This includes both clicks that lead to a destination and other clicks for social and interaction purposes.

The percentage of clicks users make after seeing an ad.

The number of new followers gained within a day after a user has seen a paid ad. This metric is only available for Spark Ads.

The number of comments a video clip received during the campaign.

The number of Likes a video clip received during the ad campaign period.

The number of times a video clip was shared during the campaign.

The number of profile visits generated by the paid ad during the campaign. This metric is only available for Spark Ads.

The rate of profile visits per impression generated by the paid ad during the campaign. This metric is only available for Spark Ads.

The number of clicks on your ad's official music during the campaign.

The number of clicks on the 'Duet' button.

The number of clicks on the 'Stitch' button.

The number of clicks on the 'Use this sound' button.

The number of clicks on the anchor in your Spark Ads video in the 'For You' feed. The anchor click-through rate is calculated by anchor clicks divided by anchor impressions.

The number of clicks on your ads that lead to a specific destination.

The average amount each click to a specific destination costs.

The percentage of clicks to a specific destination that users make after seeing an ad.

The number of times your ad achieved a result, based on your chosen objective and settings. The total is calculated based on when individual ad impressions occurred. Conversions (Events) are actions taken on the website, such as adding an item to a cart, filling out a form, or making a purchase. Conversions can result from a TikTok ad (paid) or occur organically (unpaid). When people interact with the website, integration methods like the Events API and TikTok Pixel share events with TikTok. These events help measure campaign performance, optimize ad delivery, and build marketing audiences. There are two categories of events on TikTok:

Standard Events: These are actions with predefined names created by TikTok. Standard Events are supported by all TikTok integration tools and can be used for reporting, conversion optimization, and audience building.

Custom Events: These are actions that TikTok partners can define themselves beyond the predefined list of standard events. Custom Events can be set up using the Event Builder in Event Manager or reported directly via the Pixel and Web Events API. Custom Events are available for reporting and audience creation. Optimization is currently not supported.

Included are:

on TikTok include:

Add Payment Info

Add to Cart

Add to Wishlist

Click Button

Complete Payment

Complete Registration

Contact

Download

Initiate Checkout

Place an Order

Search

Submit Form

Subscribe

View Content

The average total amount spent per conversion. The total is calculated based on when individual ad impressions occurred.

The percentage of conversions out of all impressions for the ads. The total is calculated based on when individual ad impressions occurred.

The percentage of conversions from all clicks on your ads. This metric will be removed soon. The total is calculated based on the time each ad impression occurred.

The number of View Content events. The total is calculated based on the time each ad impression occurred. The average cost for each "View Content" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Click Button events. The total is calculated based on the time each ad impression occurred. The average cost for each "Click Button" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Search events. The total is calculated based on the time each ad impression occurred. The average cost for each "Search" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Complete Registration events. The total is calculated based on the time each ad impression occurred. The average cost for each "Complete Registration" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Contact events. The total is calculated based on the time each ad impression occurred. The average cost for each "Contact" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Download events. The total is calculated based on the time each ad impression occurred. The average cost for each "Download" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of submitted forms. The total is calculated based on the time each ad impression occurred. The average cost for each submitted form is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Subscribe events attributed to your ads.

The total is calculated based on the time each ad impression occurred. The average cost for each "Subscribe" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of "Add to Wishlist" events attributed to ads. The total is calculated based on the time each ad impression occurred. The average cost for each "Add to Wishlist" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of "Add to Cart" events attributed to ads. The total is calculated based on the time each ad impression occurred. The average cost for each "Add to Cart" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of "Add Payment Info" events attributed to ads. The total is calculated based on the time each ad impression occurred. The average cost for each "Add Payment Info" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The total value from all initiated checkouts. The total is calculated based on the time each ad impression occurred. The average cost for each "Initiate Checkout" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of complete payment transactions. The total is calculated based on the time each ad impression occurred. The average cost for each "Complete Payment" event is calculated by dividing the budget spent by the total number of events at which the individual ad impressions occurred.

The number of Place an Order events. The total is calculated based on the time each ad impression occurred.

The average cost for each "Place an Order" event is calculated by dividing the budget spent by the number of purchases.

The total return on ad spend (ROAS) from purchase events.

The total value returned from all Place an Order events.

The percentage of "Purchase" events out of all click events.

The Impressions metric indicates how often an ad was served. This metric is not MRC-accredited as it includes: impressions from non-accredited placements (LinkedIn Audience Network), impressions for video ads that do not comply with MRC guidelines for video impressions, and impressions for Sponsored Messaging that do not comply with MRC guidelines for display impressions.

Average CPM is calculated by dividing the total ad spend by 1,000 impressions.

The number of unique accounts that saw at least one impression. This number is an estimated value and not a precise figure.

Total ad spend divided by every 1,000 member accounts reached. This number is an estimated value and not a precise figure.

The average number of impressions shown to each member account that saw at least one impression. This number is an estimated value and not a precise figure. Frequency is an important factor to ensure that ads are not shown too often to the same target audience, as this can lead to ad fatigue. A high frequency can indicate that the target audience may have already seen the ad multiple times, which can lead to reduced effectiveness as users might ignore the ad or find it annoying. The campaign period must always be taken into account. For a short campaign duration, the frequency should be rather low (up to a maximum of 2-3), whereas for a longer campaign duration, a frequency of over 3 can be acceptable.

Total paid clicks based on the campaign objective. This metric is not MRC-accredited as it includes clicks from non-accredited and non-compliant placements or ad formats (Video, Sponsored Messaging, LinkedIn Audience Network).

Average CPC is calculated by dividing the total ad spend by the total number of clicks.

Ratio of paid clicks to impressions (clicks divided by impressions) – in percent.

The Reactions metric indicates how often an ad has received positive reactions.

The Comments metric indicates how often an ad has been commented on.

The Shares metric indicates how often an ad has been shared.

Number of additional clicks to follow the company page.

Additional clicks on job ads, including view all comments, view description, view number of social interactions, and view list of likes.

Number of reactions an ad has received. This includes reactions, comments, shares, and clicks to follow your company.

The Landing Page Clicks metric provides insight into outbound clicks, i.e., clicks to a website's landing page.

Clicks on LinkedIn Pages, including parent company and showcase pages.

All member interactions with the ad (paid and organic).

How often people reacted to an ad (paid and organic clicks divided by total impressions).

How often an ad was viewed. These values occur when users share a Sponsored Update with their networks.

Number of clicks from viral impressions.

How often ads have received positive reactions. These values occur when users share a Sponsored Update with their networks.

How often ads were commented on. These values occur when users share a Sponsored Update with their networks.

How often ads were shared. These values occur when users share a Sponsored Update with their networks.

Number of additional clicks to follow a company page. These values occur when users share a Sponsored Update with their networks.

Other clicks on ads, including view all comments, view description, view number of social interactions, and view list of Likes. These values occur when users share a Sponsored Update with their networks.

The total number of times a desired action was completed after an ad was clicked or viewed. These values occur when users share a Sponsored Update with their networks.

Clicks on an ad that led to a conversion. These values occur when users share a Sponsored Update with their networks.

Impressions of an ad that led to a conversion. These values occur when users share a Sponsored Update with their networks.

The total number of times a desired action was completed after an ad was clicked or viewed. If individual accounts cannot be attributed, conversions can be attributed at the group level or estimated.

Clicks on an ad that led to a conversion.

Impressions of an ad that led to a conversion.

The ratio of conversions to clicks (total conversions divided by the number of clicks); expressed as a percentage.

Average cost for each conversion (total spend divided by conversions).

Total value of conversions (value per conversion multiplied by the number of conversions). This value can be defined when creating conversions. It indicates how much each conversion is worth to you.

Return on Ad Spend (ROAS; total value of all conversions divided by spend).

Number of leads captured by this campaign.

How often a member opened a lead form.

Percentage of opened forms that were submitted (submissions divided by the number of opened forms).

Cost per lead is calculated as total spend divided by captured leads.

Total number of member accounts that registered for a LinkedIn Event after seeing or clicking the ad.

Clicks on an ad that led to a registration for a LinkedIn Event.

Impressions of an ad that led to a registration for a LinkedIn Event.

Total number of people who registered for a LinkedIn Event after viewing or clicking on the ad. These values occur when users share a Sponsored Update with their networks.

Clicks on an ad that led to a registration for a LinkedIn Event. These values occur when users share a Sponsored Update with their networks.

Impressions of an ad that led to a registration for a LinkedIn Event. These values occur when users share a Sponsored Update with their networks.

Number of captured leads who do not use a free or personal email domain when the 'Business Email' field is used.

Percentage of opened forms submitted via business email when the 'Business Email' field is used (total forms submitted via business email divided by opened forms).

Amount spent per lead captured via business email when the 'Business Email' field is used.

A playback of at least 2 seconds without interruption, while the video is at least 50% on screen, or a click on the call-to-action, whichever comes first.

The video view rate is calculated by dividing views by impressions and multiplying by 100.

Estimated Cost Per View; some views are free when members share an ad, thereby increasing organic reach at no cost.

How often a video was viewed for 25% of its total length, including views where that point was skipped to, when the ad was served on LinkedIn (compared to the LinkedIn Audience Network).

How often a video was viewed for 50% of its total length, including views where that point was skipped to, when the ad was served on LinkedIn (compared to the LinkedIn Audience Network).

How often a video was viewed for 75% of its total length, including views where that point was skipped to, when the ad was served on LinkedIn (compared to the LinkedIn Audience Network).

How often a video was viewed for 97% to 100% of its total length, including views where that point was skipped to, when the ad was served on LinkedIn (compared to the LinkedIn Audience Network).

Full Views divided by percentage-based views.

How often members click on a video and then switch to full-screen mode. These values occur when users share a Sponsored Update with their networks.

A playback of at least 2 seconds without interruption, while the video is at least 50% on screen, or a click on the call-to-action, whichever comes first. These values occur when users share a Sponsored Update with their networks.

How often a video was viewed for 25% of its length, including views where that point was skipped to. These values occur when users share a Sponsored Update with their networks.

How often a video was viewed for 50% of its length, including views where that point was skipped to. These values occur when users share a Sponsored Update with their networks.

How often a video was viewed for 75% of its length, including views where that point was skipped to. These values occur when users share a Sponsored Update with their networks.

How many times a video was viewed for 97% to 100% of its length, including views where users specifically skipped to that point. These values are generated when users share a Sponsored Update with their networks.

The number of completed viral videos divided by the number of viral video views, in percentage. These values are generated when users share a Sponsored Update with their networks.

How many times members click on a video and then switch to full-screen mode. These values are generated when users share a Sponsored Update with their networks.

How many times a video is started.

How many times a Sponsored Messaging Ad was sent.

How many times Sponsored Messages were opened. This includes openings of new and old Conversation Ads.

Clicks on the call-to-action, hyperlinks in the text, and desktop banner of the Sponsored Message Ad.

Clicks on the call-to-action of the Sponsored Messaging Ad.

Clicks on the ad banner of the Sponsored Messaging Ad.

Clicks on links within the text of a Sponsored Messaging Ad.

Total number of opens divided by the total number of sends.

How many times a click occurred after a Sponsored Messaging ad was opened; in percentage (clicks divided by opens).

Total spend divided by the total number of sends.

Total spend divided by the total number of opens.

How many times people clicked on the headline of a Conversation Ad.

How many times the headline of a Conversation Ad was shown to people.

Percentage of headline clicks relative to headline impressions (headline clicks divided by headline impressions).

Number of interested candidates captured by a campaign.

Ratio of interested candidates to clicks (total interested candidates divided by the number of clicks); in percentage.

Average spend per interested candidate (total spend divided by the number of interested candidates).

Number of clicks on the 'Apply' button of the ad, tracked by a campaign.

Number of applications tracked by a campaign.

Ratio of applications to clicks on an ad (total applications divided by the number of clicks) – as a percentage.

Average cost per application (total campaign spend divided by the number of applications).

Total number of clicks on 'Download'.

Number of clicks on the download button in an ad belonging to a lead generation campaign, before the Lead Gen Form is submitted.

Total number of clicks on 'Download' resulting from users sharing a Document Ad with their own network of contacts.

Number of clicks on the download button resulting from users sharing a lead generation Document Ad with the contacts in their network.

How often member accounts have viewed up to 25% of a document. This includes views from previous accesses and views where users specifically jumped to this point.

How often member accounts have viewed up to 50% of a document. This includes views from previous accesses and views where users specifically jumped to this point.

How often member accounts have viewed up to 25% of a document. This includes views from previous accesses and views where users specifically jumped to this point.

How often member accounts have viewed up to 100% of a document. This includes views from previous accesses and views where users specifically jumped to this point.

How often member accounts have viewed up to 25% of a document. This includes views from previous accesses and views where users specifically jumped to this point. These values occur when users share a Sponsored Update with their networks.

How often member accounts have viewed up to 50% of a document. This includes views from previous accesses and views where users specifically jumped to this point. These values occur when users share a Sponsored Update with their networks.

How often member accounts have viewed up to 75% of a document. This includes views from previous accesses and views where users specifically jumped to this point. These values occur when users share a Sponsored Update with their networks.

How often member accounts have viewed up to 100% of a document. This includes views from previous accesses and views where users specifically jumped to this point. These values occur when users share a Sponsored Update with their networks.

How often an ad was served (excluding general invalid traffic). This metric complies with MRC guidelines. Impressions from ad formats that do not meet specifications, as well as duplicated and viral impressions, are filtered out.

Total billable clicks based on the campaign objective (excluding general invalid traffic). This metric complies with MRC guidelines. Clicks from ad formats that do not meet specifications, duplicated and viral clicks, and clicks that are not considered billable due to the campaign objective are filtered out.

How often an ad was served (including general invalid traffic). This metric complies with MRC guidelines. Impressions from ad formats that do not meet specifications, as well as duplicated and viral impressions, are filtered out.

Total billable clicks based on the campaign objective (including general invalid traffic). This metric complies with MRC guidelines. Clicks from ad formats that do not meet specifications, duplicated and viral clicks, and clicks that are not considered billable due to the campaign objective are filtered out.

The number of times the ad was displayed on a screen (Paid and Earned). On Pinterest, in addition to Impressions (Total), Paid Impressions and Earned Impressions are also available as KPIs.

Average cost per 1,000 Paid Impressions.

The total number of unique users who saw the ads. This value is an estimate generated by Theta Sketch with a margin of error of 2.344%.

The average number of times each user saw an ad. Frequency is an important factor to ensure that ads are not shown too often to the same target audience, as this can lead to ad fatigue. High frequency can indicate that the target audience may have already seen the ad multiple times, which can lead to reduced effectiveness as users might ignore the ad or find it annoying. The campaign period must always be taken into account. For a short campaign duration, the frequency should be rather low (up to a maximum of 2-3), whereas for a longer campaign duration, a frequency above 3 can be acceptable.

The total number of interactions with ads, including clicks, Saves, swiping through carousel Pin cards, secondary Saves to collections, page forward, and page back. On Pinterest, in addition to Interactions (Total), Paid Interactions and Earned Interactions are also available as KPIs.

Total Interactions divided by total Impressions.

The average cost per interaction is calculated by dividing total interactions by the amount spent.

Total number of Saves performed for the ad (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Number of saved Pins divided by total Impressions.

Total number of continuous video ad plays of at least two seconds with 50% of the video in view (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

The average cost per video view is calculated by dividing the budget spent by the video views achieved.

Total number of continuous video ad plays of at least 3 seconds with 50% of the video in view (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Average of all video and image content, including fast-forwarding, rewinding, and replays. The start time is triggered at the beginning of video playback. For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Total number of video ad plays at 25%, including plays where the user skipped to this point (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Total number of video ad plays at 50%, including plays where the user skipped to this point (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Total number of video ad plays at 75%, including plays where the user skipped to this point (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Total number of video ad plays at 95%, including plays where the user skipped to this point (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Average cost per video played up to 95% of its length.

Total number of video ad plays at 100%, including plays where the user skipped to this point (Paid and Earned). For this metric, in addition to the total numbers, Paid and Earned metrics are also available.

Average cost per video playback to completion.

Total number of started plays of the video ad (Paid and Earned). For this metric, both Paid and Earned metrics are available in addition to the total numbers.

Total number of impressions for secondary creative of Pins included in the collection. For this metric, both Paid and Earned metrics are available in addition to the total numbers.

Total number of click-throughs for secondary creative of Pins included in the collection.

Total Idea Pin page forward.

Total Idea Pin page backward.

The number of times users have tapped on a product tagged in an Idea Pin (Paid and Earned).

Number of clicks on the ad (Paid and Earned). On Pinterest, in addition to Pin Clicks (Total), Paid Pin Clicks and Earned Pin Clicks are also available as KPIs.

Average cost per click on a Pin.

Total Pin Clicks divided by total Impressions. It is important to track this metric as it shows how effective the ads are. A high click-through rate indicates that users have more interest in the ad and are more likely to purchase the advertised product or service. A low click-through rate may indicate that the ad is irrelevant to users or that users are not interested in the product or service.

The total number of clicks on the destination URL for an ad (Paid and Earned). For this metric, both Paid and Earned metrics are available in addition to the total numbers.

Total number of conversions for all event types that use the Pinterest Tag integration after an ad campaign. This metric may include modeled conversions. The following standard events are available via the Pinterest Tag:

Tracks people who complete transactions.

Tracks people who add items to shopping carts.

Tracks people who visit main pages such as product pages and article pages.

Tracks people who sign up for your product or service.

Tracks people who watch videos.

Lead: Tracks people who show interest in your product or service.

Tracks people who search for specific products or store locations on your website.

Tracks people who view category pages.

In addition to standard events, custom events can also be defined to track a specific event, which can then be viewed in conversion reports.

For all conversions on Pinterest, cost points (CPA), click-through values, order value, and ROAS are available.

Total number of page views resulting from interactions with the ad. This metric may include modeled conversions. The cost per page view is calculated by dividing the budget spent by the page views achieved.

Total number of video views resulting from interactions with the ad. The cost per video view is calculated by dividing the spent budget by the number of video views achieved.

Total number of website search queries resulting from interactions with the ad. This metric may include modeled conversions. The cost per website search query is calculated by dividing the spent budget by the number of website search queries achieved.

Total number of category views resulting from interactions with the ad. This metric may include modeled conversions. The cost per category view is calculated by dividing the spent budget by the number of category views achieved.

Total number of Lead events resulting from interactions with the ad. This metric may include modeled conversions. The cost per Lead is calculated by dividing the spent budget by the number of Leads achieved.

Total number of Signup events resulting from interactions with the ad. This metric may include modeled conversions. The cost per Signup is calculated by dividing the spent budget by the number of Signup events achieved.

Total number of "Add to Cart" events resulting from interactions with the ad. This metric may include modeled conversions. The cost per "Add to Cart" is calculated by dividing the spent budget by the number of "Add to Cart" events achieved.

Total number of Checkout events resulting from interactions with the ad. This metric may include modeled conversions. The cost per Checkout is calculated by dividing the spent budget by the number of Checkout events achieved.

Average cost per Checkout.

Average return on ad spend for Checkout events.

Total value of Checkout events resulting from interactions with the ad.

Total number of Checkout events resulting from clicks on the ad.

Total number of Checkout events resulting from interactions with the ad. Interactions include "Save" actions, close-ups, scrolling through carousel Pins, secondary close-ups in collections, and secondary "Save" actions in collections.

Total number of Checkout events resulting from views of the ad.

The number of conversions relative to the total number of ad impressions that led to a conversion within the same period.

How often ads were seen by users on X (Twitter).

Effective cost per thousand impressions.

Twitter Ads impression share is the percentage of impressions that Twitter Ads receive out of the total number of possible impressions. For example, if the Twitter Ads impression share is 50%, Twitter Ads are shown in 50% of the cases where they have the opportunity to be shown.

Reach indicates the number of unique users who have seen an ad.

Frequency in Twitter Ads measures how often a specific ad is shown to an individual user. It indicates how frequently users see the same ad within a given period. Frequency is an important factor in ensuring that ads are not shown too often to the same audience, as this can lead to ad fatigue. A high frequency may indicate that the target audience has potentially seen the ad multiple times, which can lead to reduced effectiveness as users might ignore the ad or find it annoying. The campaign period must always be taken into account. For a short campaign duration, the frequency should be rather low (up to a maximum of 2-3), whereas for a longer campaign duration, a frequency of over 3 can be acceptable.

Total number of views (autoplay and click) of media, including videos, GIFs, and images.

Total number of clicks on media in the form of videos, Vines, GIFs, and images.

The Engagement metric includes Retweets, Likes, and comments on Tweets. Higher engagement indicates that the target audience is responding to and interacting with the ads.

The Engagement Rate for Twitter ads is a metric that measures the percentage of people who interact with a specific Twitter ad. This interaction can take the form of clicks, Retweets, replies, or likes. The engagement rate is valuable for advertisers as it helps measure the effectiveness of their ad campaigns.

Total number of Likes.

Total number of Retweets (shared posts).

Total number of Replies.

Total number of followers gained through a campaign.

The total number of Card Engagements (Twitter Cards refer to expanded Tweets, of which there are four different models: Summary Card, Summary Card with Large Image, App Card, and Player Card. These expanded Tweets are not displayed on Twitter itself and are therefore not suitable for enhancing a simple Tweet).

The Video Views metric includes all views that are at least 50% in-view for 2 seconds.

Effective cost per video view.

Total number of clicks on the call to action.

The "Video Starts" metric measures the total number of times a video ad begins playing across all campaigns. It helps measure the overall reach and engagement of video ads on Twitter.

Total number of views where at least 3 seconds were played while 100% in-view.

Total number of views where at least 6 seconds of the video were watched.

Total number of views where at least 15 seconds of the video were watched.

The "Video views 25%" metric measures how often a video ad plays for at least 25% of its total length, indicating initial viewer interest.

The "Video views 50%" metric measures how often a video ad plays for at least 50% of its total length, indicating initial viewer interest.

The "Video views 75%" metric measures how often a video ad plays for at least 75% of its total length, indicating initial viewer interest.

Total number of views where at least 100% of the video was watched.

Total number of clicks, including likes and other engagement.

Twitter ad link click metrics allow advertisers to track how many people click on the links in their ads.

CPC measures how much it costs to get someone to click on an ad on Twitter. A high CPC means it is expensive to get people to click on Twitter ads, while a low CPC means it is relatively cost-effective.

Click-through rate is the percentage of users who click on an ad and reach a destination (landing page, opt-in page, sales page, etc.). It is important to track this metric as it shows how effective the ads are. A high click-through rate indicates that users are more interested in the ad and are more likely to purchase the advertised product or service. A low click-through rate may indicate that the ad is irrelevant to users or that users are not interested in the product or service.

The total number of leads generated through an ad.

This is the average cost of generating a lead. This metric helps determine how effectively ads generate leads.

The cost per lead for a Twitter ad can vary depending on several factors, such as the type of ad, the target audience, and the level of competition for that particular ad placement.

The total number of conversions generated. To measure conversions, appropriate conversion tracking (pixel and/or Conversion API) must be implemented to track the actions users take after viewing an ad on X (Twitter). Available standard events include:

Page View (formerly Site Visit)

Content View

Search

Download

Subscribe

Start Trial

Lead

Add to Wishlist

Product Customization

Add to Cart

Added Payment Info

Purchase

Cost per acquisition for Twitter ads (CPA) is an important KPI that measures the cost of acquiring new customers through Twitter ads.

CPA is calculated by dividing the total cost of all Twitter ads by the number of new customers acquired through those ads.

The conversion rate for Twitter ads is the percentage of people who take an action after seeing a Twitter ad. The action can range from clicking a link to making a purchase. A high conversion rate means an ad is performing well. A low conversion rate means an ad needs improvement.

Number of 'Page View' conversions, along with the corresponding sales amount and order quantity.

Number of 'Content View' conversions, along with the corresponding sales amount and order quantity.

Number of 'Search' conversions, along with the corresponding sales amount and order quantity.

Number of 'Download' conversions, along with the corresponding sales amount and order quantity.

Number of 'Subscribe' conversions, along with the corresponding sales amount and order quantity.

Number of 'Start Trial' conversions, along with the corresponding sales amount and order quantity.

Number of 'Lead' conversions, along with the corresponding sales amount and order quantity.

Number of 'Add To Wishlist' conversions, along with the corresponding sales amount and order quantity.

Number of 'Product Customization' conversions, along with the corresponding sales amount and order quantity.

Number of 'Add to Cart' conversions, along with the corresponding sales amount and order quantity.

Number of 'Added Payment Info' conversions, along with the corresponding sales amount and order quantity.

Number of 'Purchase' conversions, along with the corresponding sales amount and order quantity.

Number of 'Custom' type conversions and the corresponding sales amount and order quantity.

The total number of ad deliveries to a Snapchatter. The Impressions metric is recorded when the ad is fully rendered on a device for the first time during a Snapchatter's viewing session. These impressions exclude invalid traffic.

Effective cost per thousand impressions.

The sum of paid and earned impressions (paid impressions + earned impressions).

Total delivered impressions, including invalid traffic, which is excluded from spend and all other delivery metrics.

Number of impressions measured for viewability.

The percentage of time a paid Snap Ad impression met the criteria for a qualified video view.

Number of impressions that were 100% visible on a user's screen for 1 second for display ads or 2 seconds for video ads.

Number of impressions that were not visible on a user's screen for at least 1 second for display ads or 2 seconds for video ads.

The number of unique paid impressions. Only available for Lifetime.

The effective cost per thousand users reached, calculated as spend divided by the number of Snapchatters reached multiplied by 1,000. Only available for Lifetime.

The average number of times an ad was shown to a Snapchatter. Tracked when the ad is fully rendered on a device for the first time during a Snapchatter's viewing session. (Paid Impressions / Paid Reach).

The total number of impressions that meet the qualified video view criterion of at least 2 seconds of continuous viewing time or a click action on the Top Snap.

Effective cost per video view, calculated as spend divided by the number of qualified video views delivered.

The total number of impressions that meet the qualified video view criterion of at least 2 seconds, excluding clicks.

The total number of impressions that meet the qualified video view criterion of at least 15 seconds, or 97% completion if shorter than 15 seconds, or a click action on the ad.

The average cost for each 15-second video view, calculated as total spend divided by the 15-second video views achieved.

Number of Top Snap views at 25%.

Number of Top Snap views at 50%.

Number of Top Snap views at 75%.

The number of times your Top Snap was viewed to at least 97% completion.

The average number of seconds an ad is viewed across all paid impressions. Screen time recording begins once the media is fully rendered on the device and the autoplay video starts.

The number of times a Snapchatter taps on the Story Ad in the Discover Feed. Cost per Story Open is calculated as total spend divided by Story Opens.

The rate at which Snapchatters tap on the tile. (Story Opens / Story Impressions) * 100.

The number of times Snapchatters viewed through to the last individual Snap in a Story Ad.

The percentage of Snapchatters who viewed through to the last individual Snap after entering the Story Ad.

The average amount of time, in seconds, a Snapchatter interacts with an ad (Lens). Only available at the Ad Set and Ad level.

The number of times an ad (Lens) was shared via Chat or Stories.

The number of times an ad (Lens) was saved to Memories and Camera Roll.

The number of times an ad (Lens) was viewed or unlocked after being shared by another Snapchatter in Chat, Stories, or Spotlight.

The number of unique earned impressions (Lens).

The number of unique Snapchatters who viewed an ad (Lens), either through a paid or an earned impression.

The average number of times a Snapchatter viewed an ad (Lens) after it was shared by a Snapchatter via Chat or Stories (Earned Impressions / Earned Reach).

Total Frequency (Camera/Lens) is calculated as Total Impressions (Camera) divided by Total Reach (Camera).

Effective cost per thousand total impressions, which include paid and earned impressions ((Total Cost / Total Impressions) x 1,000).

The rate at which an ad (Lens) was saved to Memories (Saves / Paid Impressions).

The rate at which an ad (Lens) was shared via Chat or Stories (Shares / Paid Impressions).

Effective Cost Per Share/Lens (Spend / Number of Shares).

The total number of seconds an attachment (website, app long-form video, or AR Lens) was viewed across all clicks.

The average number of seconds an attachment (website, app long-form video, or AR Lens) is viewed across all clicks (Total Attachment View Time / Clicks).

The total number of views of an attachment (website, app long-form video, or AR Lens) by Snapchatters. Tracked when the attachment is fully rendered on a device after a click.

The average number of times a Snapchatter has clicked and successfully opened an attachment (website, app long-form video, or AR Lens). Tracked when the attachment is fully rendered on a device.

The number of unique Snapchatters who have viewed an attachment (website, app long-form video, or AR Lens).

Number of long-form video plays at 25%.

Number of long-form video plays at 50%.

Number of long-form video plays at 75%.

Number of long-form video plays at 100%.

The number of views of an ad's long-form video for at least 10 consecutive seconds or 97% of the long video's duration.

The average cost for each Long Form Video View.

The total number of clicks on a public profile generated by the ads.

The number of clicks on an ad that led Snapchatters to the ad's destination.

The Click Rate is calculated as the percentage of Top Snap impressions that were clicked (Clicks/Impressions*100). It is important to track this metric as it indicates the effectiveness of the ads. A high Click Rate suggests that users are more interested in the ad and are more likely to purchase the advertised product or service. A low Click Rate may indicate that the ad is irrelevant to users or that users are not interested in the product or service.

Effective Cost Per Click, calculated as spend divided by the number of clicks.

Lead forms are measured with an Ad Engagement metric called Leads, which indicates the total number of Snapchatters who click on lead form attachments, fill out the required fields, and click submit. If a user clicks or abandons the process before clicking "Submit," it is not counted as a Lead, and the data is not shared with the advertiser. Since Leads are recorded as an engagement event that occurs when a Snapchatter clicks a lead form button, they are not tied to post-view and post-click attribution windows like Pixel Sign Ups (rather, they are considered a single in-app event).

Effective Cost Per Lead, calculated as spend divided by the number of Leads.

Conversion metrics provide valuable insights into how Snapchatters interact with ads. A conversion is defined as an action counted when a Snapchatter interacts with the ad (e.g., watches a video) and then performs an action deemed valuable to the business (e.g., an app install or a purchase). In some cases, this metric may be estimated and reported by a third-party API. The metrics reported in Ads Manager are estimated values, which may be delayed and should not be considered official for billing purposes. To report Snap-attributed conversions in Ads Manager, the Snap Pixel must be implemented for web events, and a Mobile Measurement Partner must be integrated for app events. The average cost per action (i.e., cost per purchase) is calculated as the amount spent divided by the number of actions/conversions.

The total number of times a Snapchatter has viewed a page within the app or on the website.

The total number of times a user has viewed an ad within an app or on a website.

The total number of times a user has clicked on an ad within an app or website.

The total number of times a Snapchatter has viewed content within an app or on a website.

The total number of saves made in an app or on a website.

The total number of times a Snapchatter has shared an app or website.

The total number of times a Snapchatter has completed a search in an app or on a website.

The total number of sign-ups by a Snapchatter in an app or on a website.

The total number of times a Snapchatter has added an item to a wishlist in an app or on a website.

The total number of times a Snapchatter has completed a tutorial in an app or on a website.

The total number of invitations a Snapchatter has sent in an app or on a website.

The total number of times a Snapchatter has completed a level.

The total number of times a Snapchatter has viewed a list in an app or on a website.

The total number of logins a Snapchatter has made in an app or on a website.

The total number of times a Snapchatter has added an item to their cart in an app or on a website. The cost per Add To Cart is calculated by dividing the amount spent by the total number of Add to Carts.

The total number of times a Snapchatter has added their billing information in an app or on a website.

The total number of purchases made in an app or on a website.

The total value of purchases made in an app or on a website.

The total revenue generated by campaigns in an app or website, relative to media spend.

The total number of ratings a Snapchatter has submitted in an app or on a website.

The total number of reservations a Snapchatter has made in an app or on a website.

The total number of times a Snapchatter has spent credits in an app or on a website.

The total number of times a Snapchatter has started a checkout in an app or on a website.

The total number of times a Snapchatter has started a trial in an app or on a website.

The total number of subscriptions a Snapchatter has completed in an app or on a website.

The total number of times a Snapchatter has performed the custom event in an app or on a website. On Snapchat, a total of 5 Custom Events can be implemented, and their naming cannot be changed (Custom Event 1, Custom Event 2, Custom Event 3, Custom Event 4, Custom Event 5). This allows for the generation of further insights (e.g., TimeSpent or Scroll Depth).

The total number of times an app has been opened by a Snapchatter.

The number of app installations. Installations are recorded as soon as a Snapchatter downloads and opens the app.

The total number of times a Snapchatter has unlocked an achievement in an app or on a website.

The "Store Visits" metric is an offline conversion. It represents the total number of visits by a Snapchat user who viewed an ad and then visited a physical location within a defined lookback window. Not all physical stores are eligible to receive Store Visit data. Typically, businesses in high-traffic areas (e.g., shopping malls) are not eligible.

The number of times the ad has appeared on users' screens.

The average cost per 1,000 impressions. CPM is a KPI frequently used to assess the cost-efficiency of an advertising campaign.

CPM is calculated by dividing the amount spent on an advertising campaign by the number of impressions, then multiplying by 1,000.

The number of times a video ad was played continuously for at least two seconds, with at least 50% of the video visible on the screen.

Total spend divided by the total number of video views.

Total number of video views divided by the total number of impressions.

The number of times a video ad was played continuously for at least three seconds with 100% visible pixels.

The number of times a video ad was played with sound on.

The number of times a video ad was played in expanded (full-screen) mode at any point during playback.

The number of video views that were at least 3 seconds long, or almost the entire length if it is less than 3 seconds.

The number of video views that were at least 5 seconds long, or almost the entire length if it is less than 5 seconds.

The number of video views that were at least 10 seconds long, or almost the entire length if it is less than 10 seconds.

The number of times the video ad was played.

The number of times the video ad was viewed at 25% of its length, including views that were skipped to this point.

The number of times the video ad was viewed at 50% of its length, including views that were skipped to this point.

The number of times the video ad was viewed up to 75% of its length, including views that were skipped to this point.

The number of times the video ad was viewed up to 95% of its length, including views that were skipped to this point.

The number of times the video ad was viewed up to 100% of its length, including views that were skipped to this point.

Video views up to 100% divided by total video views.

The number of clicks on an ad that lead to an external landing page. For text posts, it is the number of clicks on the internal comment page.

Total spend divided by the number of Clicks.

The percentage of people who saw an ad and clicked on its link.

Number of "Add to Cart" actions attributed to the ad.

Effective Cost Per Action: Calculated as total spend divided by the total number of "Add to Cart" conversions.

Number of purchases attributed to the ad.

Effective Cost Per Action: Calculated as total spend divided by the total number of purchases.

Return on Ad Spend for purchases.

This is the number of times an ad was displayed on Twitch.

CPM indicates how much is paid per 1,000 Impressions. This metric is important for evaluating the efficiency of an ad campaign and budget management.

This is the total number of unique viewers who saw an ad. Reach provides insight into how many people the ad reached.

This KPI measures how visible your ad was to viewers. High viewability indicates that the ad was clearly visible and had a better chance of being noticed.

This shows the average time viewers spent watching an ad. A longer view duration can indicate higher engagement and greater interest.

This includes comments, Likes, Shares, and other interactions with an ad. Higher engagement indicates that an ad resonates well with viewers and encourages them to take action.

This KPI measures how many viewers continue to stay on the Twitch page or visit the channel after watching an ad. High retention indicates that an ad can maintain viewers' interest.

This is the number of clicks an ad received. Clicks show how many viewers clicked on an ad to learn more.

CPC indicates how much is paid per click. This metric is important for evaluating the efficiency of an ad campaign and managing the budget.

This is the average price paid per conversion or action achieved (e.g., a purchase). CPA is important for evaluating the profitability of Twitch Ads campaigns.

If the goal is to achieve conversions, such as product purchases or sign-ups, the conversion rate is crucial. It shows the percentage of viewers who complete the desired action after seeing an ad.

An impression is recorded whenever an ad is delivered on the Google advertising network (e.g., on Google.de or YouTube) or on other publishers' websites and apps. Impressions show how often your ad is seen.

Average Cost-per-1000-Impressions (CPM) is the amount charged per 1,000 impressions.

Unique Users shows the total number of users who have seen ads in a Display Network or video campaign during a specific period. How it works: This metric uses cross-device statistical models to capture the total reach of an ad. For example, it also considers whether users see the same ad on different devices or if multiple users use the same device. These models are calculated at the country level.

"Average Impression Frequency per User" indicates how often an ad was delivered on average to a single user within a specific period. This metric helps to better understand how often a user has seen the ad within a given timeframe.

The following metrics are also available for video ads:

indicates how often an ad from a campaign was delivered on average to a single user. For each day in the selected period, the last seven days are considered, and average frequency values for those days are displayed. This metric helps to better understand how often a user has seen an ad within seven days.

indicates how often an ad from a campaign was delivered on average to a single user. For each day in the selected period, the last 30 days are considered, and average frequency values for those days are displayed. This metric helps to better understand how often a user has seen an ad within 30 days.

: "Frequency Distribution" indicates how many people have seen ads how many times within a specific period. Only data for a maximum duration of 31 days is considered here.

Active View metrics measure ad viewability. For most ads delivered on YouTube or the Google Display Network, viewability can be measured with Active View. These values inform advertisers how often a creative was seen, providing insight into the actual impact of campaigns.

A display ad is considered viewable if at least 50% of its area is visible on screen for at least one second. Large display ads, comprising 242,500 pixels or more, are considered viewable if at least 30% of their area is visible for at least one second.

A video ad is considered viewable if at least 50% of its area is visible on screen while the video plays for at least two seconds.

These metrics are available for video and display campaigns:

A measurable impression is counted for each ad delivery. This metric indicates how often ads were presented in positions on websites or apps that could be measured with Active View technology. Not all impressions can be measured this way, as certain data may not be captured. This metric shows how often an ad was presented in Active View measurable positions.

This metric indicates how often ad impressions were classified as viewable. An ad is considered viewable if at least 50% of its area was visible for at least one second (display ads) or two seconds (video ads). This helps to understand how often an ad was presented where users could see it.

This is the ad's viewability rate, meaning the percentage of time an ad was activated and viewable on Active View-enabled websites or apps. This metric estimates how many measurable impressions were actually viewable to potential customers.

This metric indicates the percentage of all impressions that were measured by Active View. The total number of impressions includes both measurable and non-measurable impressions. It shows how often an ad was presented in positions that could be measured with Active View technology.

. – This distribution metric indicates the percentage of total ad impressions that were viewable. The total number of impressions includes both measurable and non-measurable impressions.

If an impression is not measurable, the ad was delivered on websites, in apps, or on devices where Active View viewability information could not be collected. This does not mean the ad was or was not seen. It means the ad was delivered on websites, in apps, or on devices that could not be analyzed by Active View.

If an impression was not viewable, the ad was not visible with at least 50% of its area for one second (display ads) or two seconds (video ads). This metric shows how often an ad was delivered in a position where users could not see it.

This metric indicates the percentage of ad impressions that were classified as not viewable. The total number of impressions includes both measurable and non-measurable impressions. This metric shows how often an ad was delivered in a position where users could not see it.

– This distribution metric is the percentage of total impressions for which viewability could not be measured. This does not mean an ad was or was not seen, but only that an ad was delivered on websites, in apps, or on devices that could not be measured by Active View.

Viewable click-through rate (CTR) indicates how often users click on an ad after it has become viewable. This rate is the number of clicks on an ad divided by the number of viewable impressions on a website or in an app.

This metric indicates the average cost per 1,000 viewable impressions. This allows you to better estimate the cost of impressions because it does not include non-viewable impressions.

The total cost of all impressions you achieved that could be measured with Active View technology. This metric helps you determine how much you spent on measurable impressions.

The Impression Share metric shows the percentage of possible impressions for Search campaigns. This provides insight into what proportion of Google search queries your ads reach with the chosen campaign targeting. There are 3 key metrics:

Shows the percentage of all possible impressions achieved. A good Impression Share is achieved when at least 50% of possible search queries are reached. A very good Impression Share is approximately 75% – 90%.

Shows where impressions were missed. This value indicates, as a percentage, how often an ad could not be delivered due to a low Ad Rank. The value depends on the bid compared to competitors and the ad quality. Example: If this metric is 20%, the ad could not be shown for 20% of searches that matched the keywords due to Ad Rank.

This value indicates, as a percentage, how often the ad could not be served due to insufficient budget. Depending on the campaign's set delivery method, ads may be served in the morning, but then the daily budget is exhausted, preventing bids from being placed in the afternoon. However, it is also possible for impressions to be missed throughout the day. In any case, a value of 20% means that the ad could not be shown for 20% of searches that matched the keywords due to insufficient budget.

The number of impressions you actually received on the Search Network divided by the estimated number of impressions you could have received in total.

This share (also known as 'Absolute Top Impression Share') corresponds to the number of impressions actually achieved in the absolute top position, divided by the estimated number of impressions that could have been achieved there.

Absolute Top Impression Share = Impressions in absolute top position / Possible impressions in absolute top position

This share (also known as 'Top Impression Share') corresponds to the number of impressions actually achieved in the top positions, divided by the estimated number of impressions that could have been achieved there.

The number of impressions received on the Display Network divided by the estimated number of impressions you could have received in total.

The percentage of time your ads were not shown on the Search Network due to insufficient budget. This data is only available at the campaign level.

The percentage of time your ads were not shown on the Display Network due to insufficient budget. This data is only available at the campaign level.

The percentage of time your ads were not shown on the Search Network due to a low Ad Rank in the auction.

The percentage of time your ads were not shown on the Display Network due to a low Ad Rank.

The number of impressions received divided by the estimated number of impressions you could have received on the Search Network for search terms that exactly match your keywords or are close variants. This metric is not available for Shopping campaigns.

Views are format-dependent and are recorded when users watch a video for 30 seconds, or to the end for shorter videos, or interact with it. The specific interactions depend on the ad format. For example, users can click or tap on calls-to-action, info cards, companion banners, thumbnails, or logos.

The ratio of the number of paid views of a video ad to the number of impressions eligible for views. For example, if you received 5 views and 1,000 impressions, your view rate is 0.5%. It is calculated as: number of views divided by impressions. The view rate is comparable to the click-through rate (CTR). However, it does not measure clicks but counts users who have watched a video ad after encountering it on YouTube or the Display Network. The view rate can be used to track the efficiency of video campaigns on YouTube and the Display Network.

The average Cost-per-View (CPV) is the amount you pay on average per view of a video ad. This is calculated by dividing the total cost of all views by the total number of views. This value differs from the maximum CPV, which is the maximum amount you are willing to spend for an ad view.

Watch time measures how long users have watched your video ads in total. It is expressed in seconds.

Note: Watch time data is only available for TrueView in-stream ads and bumper ads once sufficient data is available for reporting.

Avg. watch time/impression measures the average number of seconds a user watched a video ad per impression of the ad. This helps determine which video ads are watched the longest.

"Video played to" measures the percentage of viewers who watched the video up to that point. Example: For "Video played to 25%", 30% is displayed. This means that 30% of viewers watched at least a quarter of a video.

The value for Impressions (Co-Viewing) represents the total number of users who saw a video ad. This includes people logged into their Google account, as well as users watching the same ad on an internet-connected TV.

View rate measures the percentage of users who watched a video ad or clicked its thumbnail. It is calculated by dividing the number of views of the ad by the number of impressions.

Views are only counted for specific ad formats. The required watch time to count as a view depends on the format (in-stream ad, in-feed ad, or YouTube Shorts).

An interaction is the primary action for a given ad format. This includes, among other things, clicks on text and Shopping ads, as well as views of video ads. Interactions help determine whether your ads are meeting your performance goals.

Average Cost-per-Engagement (CPE) is the average amount charged for an ad interaction.

The "Interaction rate" is the number of interactions divided by the total number of impressions. It measures how often users interact with ads when they are delivered, thus determining the ad's effectiveness.

The enlargement rate can be used to analyze how often users enlarge an ad when it is delivered to them. This helps determine how effective the ad is. The enlargement rate is the number of enlargements divided by the total impressions.

An earned positive rating is recorded when a user watches a video ad and, within the following seven days, gives a positive rating to a video on the linked YouTube channel. No costs are charged for an earned positive rating.

An earned playlist addition is recorded when a user watches a video ad and, within the following seven days, adds a video from the linked YouTube channel to a playlist. No costs are charged for earned playlist additions.

An earned share is recorded when a user watches a video ad and, within the following seven days, shares a video on the linked YouTube channel. No costs are charged for an earned share.

An earned subscriber is counted when a user watches a video ad and, within the following seven days, subscribes to the linked YouTube channel. No costs are charged for earned subscribers.

An earned view is recorded when a user watches a video ad and, within the following seven days, watches another video on the linked YouTube channel. No costs are charged for an earned view. Multiple views from the same user are counted as one earned view.

The number of calls indicates how often users clicked a phone number in an ad or on a mobile device, or manually dialed the Google forwarding number from an ad on any device.

Phone impressions indicate how often an ad with a Google forwarding number was delivered, or how often users could have seen a Google forwarding number on a website.

Call rate (Phonethrough-Rate, PTR) is the total number of calls received divided by the frequency with which a phone number was displayed (phone impressions).

"Chats" shows how many people sent an SMS to the business via a Google forwarding number.

"SMS impressions" indicates how often the SMS extension was displayed with the ad and a Google forwarding number was used, allowing the conversation to be tracked.

"Chat rate" indicates the number of users who started a conversation with the business after seeing the SMS extension. This value is calculated as follows: number of chats divided by the number of SMS impressions displayed with a Google forwarding number.

The number under "Gmail forwards" indicates how often an ad was forwarded as a message to another person.

Gmail saves indicates how often users have saved a Gmail ad as a message in their inbox.

The number of Gmail clicks to website indicates how often users were redirected to the landing page upon clicking.

When users click on an ad, the click is recorded here.

The average Cost-per-Click (average CPC) is the amount paid for the ad, divided by the total number of clicks. For example, if an ad generates two clicks, one costing €0.20 and the other €0.40, the average CPC is €0.30. It can happen that the average CPC is higher than the maximum CPC. For hotel ads, this is usually because the maximum CPC is multiplied by the number of nights in the itinerary. For example, if you set a maximum CPC of €2.00, you will never pay more than €2.00 for a click for one overnight stay. For a three-night stay, a click costs a maximum of €6.00. The average CPC reflects the full price you pay for each click.

The Click-through Rate (CTR) indicates how often users have clicked on an ad after it was presented to them. This helps determine how effective the ad is. The click-through rate is calculated by dividing the number of clicks on the ad by the number of ad impressions. For example, 5 clicks and 1,000 impressions correspond to a click-through rate of 0.5%. It is important to track this metric as it shows how effective your ads are. A high click-through rate indicates that users are more interested in the ad and are more likely to purchase the advertised product or service. A low click-through rate can indicate that the ad is irrelevant to users or that users are not interested in the product or service.

To determine click share, the number of clicks received on the Search Network is divided by the estimated maximum number of possible clicks. How often a product is clicked depends on the targeting settings, budget, approval status, bids, and product data quality.

Relative CTR measures the performance of ads on Display Network websites compared to other ads on the same websites. What it is: Relative CTR is your click-through rate divided by the average click-through rate of all advertisers on the websites where your ads are shown. Example: A relative CTR of 1x means that your click-through rate is equal to the average click-through rate of all advertisers in the same section of that website. Relative CTR can help you understand the performance of campaigns and ad groups, especially when you have little or no conversion information.

The "Conversions" value indicates the number of conversions achieved after ad interactions (e.g., clicks on text or video ads) that originate from actions in this column. The "Include in 'Conversions'" setting determines for each action whether the respective conversions are included here. With Smart Bidding in Search Ads 360, the conversions in this column are optimized. Different metrics can be displayed in Google Ads:

Conversions

Conversions (by conv. time): "Conversions (by conv. time)" shows the number of conversions based on the day a conversion occurred.

All conversions: The "All conv." value corresponds to the total number of all conversions recorded for each conversion action in Google Ads.

This includes all values from the "Conversions" column as well as additional data such as conversions marked as secondary actions.

When users see an ad, do not interact with it, and later complete a conversion, this is recorded under "View-through conv.". View-through conversions are recorded based on the conversion tracking window. This metric automatically excludes conversions from users who also interacted with other ads.

The "Cost/conv." value indicates the average cost of a conversion. This is calculated by dividing the costs by the value in the "Conversions" column. If multiple conversion actions are recorded, the overall cost-per-conversion may be lower than the cost for the respective conversion action. In this case, costs only include ad interactions that can lead to conversions.

The Conversion rate ("Conv. rate") shows how often ad interactions, on average, lead to a conversion. To calculate this, the "Conversions" value is divided by the number of ad interactions. Ad interactions include clicks on text ads and views of video ads. This metric only considers interactions that can lead to conversions.

The Conversion value ("Conv. value") corresponds to the sum of the values of all conversions. This metric is only meaningful if you have entered a value for the conversion actions.

The Conversion value / cost ("Conv. value/cost") corresponds to the return on investment. To calculate this, the conversion value is divided by the total cost of all ad interactions. Interactions that cannot lead to conversions, for example, because conversion tracking is not used, are not included in the costs for this metric.

The Conversion value / click ("Conv. value/click") corresponds to the average conversion value for ad interactions. This is calculated by dividing the conversion value by the number of interactions. Ad interactions include clicks and other interactions such as active views of a video ad. Clicks that cannot lead to conversions are not included in this metric. These are, for example, clicks that occur when conversion tracking is not used.

The Value / conversion ("Value/conv.") is approximately the average value of a conversion. This is calculated by dividing the conversion value by the value in the "Conversions" column. If conversions have different values, the average value is displayed here.

"Orders" is the total number of purchase conversions attributed to ads. How it works: You record conversions with cart data for completed purchases on your website. When a conversion is attributed to previous interactions with your ads (e.g., clicks on text or Shopping ads, or views of video ads), it is counted as an order. Example: A user clicked on a Shopping ad for a hat and then purchased the same hat and a T-shirt in one order on your website. Although two products were purchased, only one order is counted.

This metric is only available if you record conversions with cart data.

This metric is in beta. "Revenue" is the total amount of revenue from all transactions resulting from clicks on this ad. Formula: Revenue – Cost of Goods Sold = Gross Profit

Average order value is the average revenue generated per order attributed to ads. How it works: You record conversions with cart data for completed purchases on your website. Average order value is the total revenue from orders divided by the total number of orders.

Example: You received three orders generating revenue of $10, $15, and $20. The average order value is $15 = ($10 + $15 + $20)/3.

This metric is only available if you record conversions with cart data.

"Units sold" is the total number of products sold from orders attributed to ads.

How it works: You record conversions with cart data for completed purchases on your website. "Units sold" is the total number of products sold from all orders attributed to ads.

Example: A user clicked on a Shopping ad for a hat and then purchased the same hat, a shirt, and a jacket. The units sold in this order is 3. This metric is only available if you record conversions with cart data.

"Average cart size" is the average number of products in each order attributed to ads. How it works: You record conversions with cart data for completed purchases on your website. "Average cart size" is the total number of products sold divided by the total number of orders received.

Example: You received two orders, the first containing three products and the second two. The average cart size is 2.5 products = (3 + 2) ÷ 2. This metric is only available if you record conversions with cart data.

This metric is in beta. "Gross profit" is the amount earned from all transactions resulting from clicks on this ad, after deducting the cost of goods sold. Formula: Revenue – Cost of Goods Sold = Gross Profit

"Gross profit margin" is the percentage of gross profit, after deducting the cost of goods sold, earned from orders attributed to your ads.

How it works: You track conversions with cart data for completed purchases on your website. Gross profit margin is gross profit divided by total revenue, multiplied by 100%. When calculating gross profit margin, only products for which a Cost of Goods Sold value is specified in Merchant Center are considered. Example: A user bought a hat and a shirt on your website. The hat costs €10, and its Cost of Goods Sold is €3. The shirt costs €20, and no Cost of Goods Sold value is specified for it. For this order's gross profit margin, only the hat is considered because only it has a Cost of Goods Sold value. It is 70%, calculated as: (€10 − €3) ÷ €10 × 100%.

This metric is only available if you track conversions with cart data.

"Cost of Goods Sold" is the total cost of products sold in orders attributed to your ads. How it works: You can add a Cost of Goods Sold value to each product in Merchant Center. When you track conversions with cart data, the products sold are matched with their Cost of Goods Sold value. This allows you to calculate the gross profit for each order. Example: A user clicked on a Shopping ad for a hat and then bought the same hat and a shirt. The hat has a Cost of Goods Sold of €3, and the shirt has a Cost of Goods Sold of €5. The Cost of Goods Sold for this order is €8 = €3 + €5.

"Revenue for promoted product" is the total amount earned from products sold as a result of advertising the same product. How it works: You track conversions with cart data for completed purchases on your website. If the ad interacted with before the purchase is associated with a specific product (see Shopping ads), it is considered a "promoted product." A product included in the customer's order is a "sold product." If the promoted and sold products match, the total revenue from the sale of these products is listed under "Revenue for promoted product." Example: A user clicked on a Shopping ad for a hat and then bought the same hat and a shirt. The hat costs €10 and the shirt costs €20. The "Revenue for promoted product" for this order is €10. This metric is only available if you track conversions with cart data. The following metrics are also available for the promoted product:

Units sold (promoted product)

Gross profit for promoted product

Cost of goods sold for promoted product

"Cross-sell revenue" is the total amount earned from products sold as a result of advertising a different product. How it works: You track conversions with cart data for completed purchases on your website. If the ad interacted with before the purchase is associated with a specific product (see Shopping ads), it is considered a "promoted product." A product included in the customer's order is a "sold product." If these products do not match, it is considered a cross-sell. Cross-sell revenue is the total value you have generated through cross-selling that is attributed to your ads.

Example: A user clicked on a Shopping ad for a hat and then bought the same hat and a shirt. The hat costs €10 and the shirt costs €20. The cross-sell revenue for this order is €20. This metric is only available if you track conversions with cart data. The following metrics are also available for cross-selling:

Units sold (cross-sell products)

Gross profit from cross-selling

Cost of goods sold for cross-sell products

The "New customers" column shows how many users clicked on the respective ad and made their first online purchase via the website or app within the last 540 days. This does not include individuals who visited a store or made an offline purchase for the first time.

The "Installs" column shows how many times users downloaded an app after interacting with an ad. Conversions for iOS installs cannot be tracked directly. Therefore, models using aggregated and anonymous data are employed to provide reports on user behavior for iOS app campaigns without compromising data privacy.

Under "Cost/install," you see how much you spend on average for each new app download. This is calculated by dividing the cost by the number of downloads in the "Installs" column. If you track both the installation and the first opening of an app, the total cost under "Cost/install" may be lower than the cost for the respective action.

The "In-app actions" column shows how many times users performed one of the conversions tracked in an app for a campaign. In the campaign settings, you can select which conversion actions the campaign should be optimized for. Conversions for iOS installs cannot be tracked directly. Therefore, models using aggregated and anonymous data are employed to provide reports on user behavior for iOS app campaigns without compromising data privacy.

The "Cost/in-app action" column shows how much you spend on average when a user performs one of the defined in-app actions. This is calculated by dividing the cost by the value in the "In-app actions" column.

The number of sessions users initiated on a website or in an app. A session is a period during which users interact with the website or app.

A session starts when users:

Open an app in the foreground, or

view a page or screen and no session is currently active (e.g., if the previous session timed out).

By default, a session ends after 30 minutes of inactivity. There is no limit to the duration of a session.

The average number of sessions per user.

The number of app screens or web pages users viewed per session. Repeated views are also counted.

Views per session = ("screen_view" events + "page_view" events) ÷ Total sessions.

The average duration of user sessions in seconds.

The number of sessions that lasted at least 10 seconds, or included at least 1 conversion event, or at least 2 page or screen views. Engaged sessions are the opposite of unengaged sessions.

The average number of engaged sessions per user.

The number of sessions that had no engagement. Unengaged sessions are the opposite of engaged sessions.

The average time a website was in a user's browser or an app was in the foreground.

Average engagement time = Total user engagement duration ÷ Number of active users. This metric is collected automatically.

The average engagement time per session. This metric is collected automatically.

The percentage of engaged sessions. Learn more

Engagement rate = Engaged sessions ÷ Total sessions

Engagement rate is the opposite of bounce rate. "Engagement rate" and "Bounce rate" are important metrics in Google Analytics that allow you to measure and analyze user interactions with a website or app. Both metrics are based on engaged sessions.

A session is a period during which users interact with a website or app.

An engaged session is a session that lasts longer than 10 seconds and includes a conversion event or at least 2 page or screen views.

The engagement rate is the percentage of engaged sessions on a website or in an app. The bounce rate is the opposite of the engagement rate. It indicates the percentage of sessions that had no engagement. In other words, the engagement rate measures the percentage of visits to a website or app during which relevant interactions occurred. Example: A user visits a website, stays for 9 seconds, reads text, and then leaves. During this session, they neither triggered events nor viewed multiple pages. In this case, the user does not meet any of the criteria for an engaged session (longer than 10 seconds, one conversion event, and at least two page or screen views), so it is not recorded as such. If this is the only session on the website, the engagement rate is 0% and the bounce rate is 100%.

The percentage of sessions with no interaction. Bounce rate is the opposite of engagement rate. Bounce Rate = Sessions without interaction ÷ Total sessions

The percentage of sessions with a conversion. This metric is calculated by dividing the number of sessions in which a conversion occurred by the total number of sessions. (Conversions are user actions that are valuable to a business, such as in-store purchases or newsletter sign-ups.)

The number of engaged sessions a user has had since their first visit to your website or first use of your app. This metric is collected automatically.

The time since a user first actively used your website or app. This metric is collected automatically.

The total duration of user sessions, from the first session until the current session ends. This also includes time when your website or app was in the background. This metric is collected automatically.

The total number of sessions a user has had since their first visit to your website or first use of your app. This metric is collected automatically.

Indicates how often the first event in a session occurred on a page or screen. Knowing what users see first on a website or in an app can help make those pages or screens more relevant and useful, and further optimize marketing activities. The "Entrances" and "Exits" metrics indicate how often the first or last event in a session was recorded on a specific page or screen. No website or app configurations are required to collect this data. The "Entrances" and "Exits" metrics are available in the Expl. Data Analysis section.

The "Entrances" metric indicates how often the first event in a session was recorded on a specific page or screen. "Entrance Rate" is the percentage of sessions that started on a page or screen. It corresponds to the number of entrances divided by the number of sessions. The "Exits" metric indicates how often the last event in a session was recorded on a specific page or screen. "Exit Rate" is the percentage of sessions that ended on a specific page or screen. It corresponds to the number of exits divided by the number of sessions.

Example: For a user, only one session per day was recorded on the website over several consecutive days:

Monday: Entrance > Page B > Page A > Page C > Exit

Tuesday: Entrance > Page B > Exit

Wednesday: Entrance > Page A > Page C > Page B > Exit

Thursday: Entrance > Page C > Exit

Friday: Entrance > Page B > Page C > Page A > Exit

Entrance Rate:

Page A: 33% ‒ 3 sessions included Page A, 1 session entered on Page A.

Page B: 75% ‒ 4 sessions included Page B, 3 sessions entered on Page B.

Page C: 25% ‒ 4 sessions included Page C, 1 session entered on Page C.

Exit Rate:

Page A: 33% – 3 sessions included Page A, 1 session exited on Page A.

Page B: 50% – 4 sessions included Page B, 2 sessions exited on Page B.

Page C: 50% – 4 sessions included Page C, 2 sessions exited on Page C.

Indicates how often the last event in a session occurred on a page or screen.

The number of app screens or web pages that users have viewed. Repeated views are also counted.

The average number of app screens or web pages viewed per user.

The number of unique users who have visited your website or used your app. An active user is defined as any user with an engaged session. Active users are also counted if Analytics records the following:

first_visit event or engagement_time_msec parameter (website)

first_open event or engagement_time_msec parameter (Android app)

first_open event or user_engagement (iOS app)

The active users for the calendar day compared to the active users over the last 30 days. This metric is expressed as a percentage. A higher percentage indicates good engagement and high user retention. This metric is collected automatically.

The active users over the last 24 hours compared to the active users over the last 7 days. This metric is expressed as a percentage. A higher percentage indicates good engagement and high user retention. This metric is collected automatically.

The number of IDs of new unique users for whom the first_open or first_visit event was logged. This metric helps determine the number of users who have interacted with the website or launched the app for the first time.

The number of users who have started at least one previous session, regardless of whether they were engaged sessions or not.

The number of IDs of unique users who have triggered specific events. This metric allows you to determine the number of unique users for whom an event was logged.

The percentage of users with conversions. This metric is calculated by dividing the number of users who performed a conversion action by the total number of users.

The time an app was in the foreground or a website was visible in the browser.

The active users over the last 7 days compared to the active users over the last 30 days. This metric is expressed as a percentage. A higher percentage indicates good engagement and high user retention.

Indicates how often users have triggered a conversion event. Conversions are user actions that are valuable to a business, such as in-store purchases or newsletter sign-ups. To track a Google Analytics conversion, you must first create or select an event that captures the relevant user interaction. Then, you can mark that event as a conversion. For example, if you use the Google tag or Tag Manager, you create the event for the website and mark it as a conversion in Google Analytics.

Indicates how often users have triggered an event. This metric is automatically collected.

The average number of events triggered per user. Event count per user = Event count ÷ Active users

This metric is automatically collected.

The sum of all value parameters sent with an event. This context-dependent metric allows you to collect data relevant to you, such as revenue, time, and distance. Event value differs from purchase revenue as it combines realized and unrealized values. Realized values come from purchase events, and unrealized values come from other events (e.g., a 'gem_referral' event with an event value of '5'). Event value does not include currency conversion. To collect this metric, the value parameter must be included.

The average number of events per session. This metric is automatically collected.

Indicates how often an app was opened for the first time. This metric is automatically collected via the first_open event.

Indicates how often a website was opened for the first time. This metric is automatically collected via the first_visit event.

Indicates how often users have added items to their shopping cart. To collect this metric, the add_to_cart event must be sent.

Indicates how often users have started the checkout process. To collect this metric, the begin_checkout event must be sent.

The number of items in an e-commerce event. For example, if a customer buys one 'Stan and Friends' T-shirt and two gray Google-logo T-shirts for women, and these are included in the 'items' array, the following results are obtained:

E-commerce quantity has a value of '3'.

Item quantity for the 'Stan and Friends' T-shirt has a value of '1'.

Item quantity for the gray Google-logo T-shirt for women has a value of '2'.

To collect this metric, the quantity parameter must be sent with an e-commerce event.

The sum of revenue from purchases on your website or app. Gross purchase revenue = Purchases + In-app purchases + Subscriptions

This metric is derived from the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events.

Indicates how often users have clicked on an item in a list. To collect this metric, the select_item event must be sent.

Indicates how often an item list was viewed. To collect this metric, the view_item_list event must be sent.

Indicates how often an item was viewed. To collect this metric, the view_item event must be sent.

Indicates how often an item promotion was clicked. To collect this metric, the select_promotion event must be sent.

Indicates how often an item promotion was viewed. To collect this metric, the view_promotion event must be sent.

The sum of revenue from purchases on the website or in the app, minus any refunds. Purchase revenue = Purchases + In-app purchases + Subscriptions − Refunds

This metric is derived from the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events minus the refund events.

The number of purchases on the website or in the app. To collect this metric, the purchase event must be sent.

The number of customers who complete at least one purchase on consecutive days. To collect this metric, the purchase event must be sent. The following metrics are available:

Repeat purchasers after 1 day

Repeat purchasers after 2-7 days

Repeat purchasers after 8-30 days

Repeat purchasers after 31-90 days

The number of customers who made at least one purchase in the last 7 days. To collect this metric, the purchase event must be sent. The following metrics are also available:

Active users who paid at least once in 30 days

Active users who paid at least once in 90 days

The average number of buyers across all days in the selected period. To collect this metric, the purchase event must be sent.

The number of users who made a purchase for the first time within the selected period. To capture this metric, the purchase event must be sent.

The maximum number of buyers across all days within the selected period. To capture this metric, the purchase event must be sent.

The minimum number of buyers across all days within the selected period. To capture this metric, the purchase event must be sent.

The percentage of active users who made a purchase in the last month. To capture this metric, the purchase event must be sent.

The quantity in an e-commerce event. To capture this metric, the quantity parameter must be sent at the event level. If this parameter is not added at the event level, the Quantity metric for the event in Google Analytics will be assigned a value of '1'.

The total amount of refunds on the website or in the app. This metric is captured via the refund and "app_store_refund" events.

The number of refunds on the website or in the app. To capture this metric, the refund event must be sent.

The shipping cost assigned to a transaction. To capture this dimension, the shipping parameter must be sent at the event level within the purchase event.

The tax amount assigned to a transaction. To capture this dimension at the event level, the tax parameter must be sent at the event level within the purchase event.

The number of completed purchases on the website. To capture this metric, the purchase event must be sent.

The average number of purchases per buyer within the selected period. To capture this metric, the purchase event must be sent.

The ad revenue generated from users since they first visited the website or used the app. This metric is automatically captured via the ad_impression event. You can also link AdMob with Firebase to capture additional data.

The total number of completed purchases by users since first accessing the website or app. To capture this metric, the purchase event must be sent.

Lifetime Value (LTV) represents the total revenue from purchases on the website or in the app. This data helps understand the value of users based on the additional revenue generated. This metric is derived from the sum of purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events, minus refund events.

The Amplification Rate measures the number of Shares (Shares, Retweets, Pins, etc.) relative to the total follower count and is a key performance indicator for measuring content success and reach on social media platforms. This metric is interesting because it allows you to calculate how quickly followers adopt content and to see which topics generate enthusiasm or discussions within the community.

Amplification Rate Calculation = Number of Shares / Number of Followers x 100

The Virality Rate is similar to the Amplification Rate in that it measures how often content is shared. It thus measures how content spreads exponentially. However, the Virality Rate focuses more on all users who have seen and shared the content. When content is shared, new Impressions are generated because the target audience/community of the person sharing the content is reached. This allows for determining which topics have generated high attention outside the community. Calculation: Virality Rate = Number of Shares / Number of Impressions

The Hook Rate is calculated by dividing the number of 3-second video plays by the number of Impressions. This metric measures how effective a video is at capturing viewers' attention and encouraging them to watch the first 3 seconds of a video. The higher the percentage, the more users stop scrolling in the feed. A Hook Rate above 20% is good. If the Hook Rate is 40-45%, it is considered a very good value. A strong Hook Rate is always a good sign for overall performance.

The View-Through Rate (VTR) measures the percentage of people who watched a video ad to completion. This allows for assessing the effectiveness of the ad. It is calculated by dividing the total number of completed views by the total number of measured impressions, multiplied by 100.

VTR = (Total completed views / Total measured impressions) x 100

The Social Share of Voice is used to determine the visibility of posts compared to competitors. This metric measures how many users mention the brand. To perform this analysis, it is helpful to use an appropriate social listening tool so that all mentions across networks can be included and considered.

Share of Voice Calculation = Sum of own mentions / Sum of all mentions (own mentions + competitor mentions) x 100

The average cart value is calculated by dividing the conversion value for purchases by the number of purchases. On Meta, a 'Custom Metric' can be created in the Ads Manager reports.