This glossary of metrics includes all the paid metrics available in the Paid Analytics module. In this module, you will find ALL Facebook ad metrics (includes Instagram too). The LinkedIn ad metrics can be found in the Dashboard module, and are not included in this glossary.
As you will notice, the glossary is arranged in different parts:
- Performance
- Engagement:
- Page & Post
- Video
- Clicks
- Awareness
- Conversions
This order resembles the arrangement of the metrics in the Paid Analytics module, as shown in the images below:
Performance
Reach
The number of people who saw your ads at least once (unique users).
Reach is different from impressions, which may include multiple views of your adverts by the same people.
This metric is estimated.
Frequency
The average number of times that each person saw your ads.
This metric is estimated.
Impressions
The number of times that your ads were on-screen.
Amount Spent
The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.
Clicks (All)
The number of clicks on your ads (all click-types included. Check the Engagement - Clicks section further below for a breakdown).
CPC (All)
The average cost for each click (all click-types included. Check the Engagement - Clicks section further below for a breakdown).
CTR (All)
The percentage of times that people saw your ads and performed a click (all click-types included. Check the Engagement - Clicks section further below for a breakdown).
CPM (cost per 1000 impressions)
The average cost per 1,000 impressions.
CPP (avg. cost per 1000 reach)
The average cost per 1,000 reach.
Engagement - Page & Post
Page Engagement
The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.
Page Likes
The number of likes of your Facebook Page attributed to your ads.
Post Comments
The number of comments on your ads.
Post Engagement
The total number of actions that people take involving your ads.
Post Reactions
The number of reactions on your ads.
The reactions button on an ad allows people to share different reactions to its content: like, love, haha, wow, sad or angry.
Interaction Count
The total number of reactions, comments and shares on your ads.
Reaction Anger
The number of anger reactions on your ads.
Reaction Like
The number of like reactions on your ads.
Reaction Love
The number of love reactions on your ads.
Reaction Haha
The number of haha reactions on your ads.
Reaction Wow
The number of wow reactions on your ads.
Reaction Sorry
The number of sorry reactions on your ads.
Post Saves
The total number of times your ads have been saved.
Post Shares
How many times your ads were shared. People can share your ads or posts on their own or friends' Timelines, in groups and on their own Pages.
Photo Views
The number of views of photos on your Page or posts that are attributed to your ads.
Photo views are counted when people click on photos to view them.
Video Views
The number of views of videos on your Page or posts that are attributed to your ads.
Video views are counted when people click on the video to watch it.
Event Responses
The number of people who responded with Interested or Going to your Facebook event, attributed to your ads.
Check-ins
The number of check-ins to your Facebook Page that is attributed to your ads.
If your Page has a physical address associated with it, people can check in to your Page when they update their status in their Facebook News Feed or Timeline.
100% In-view Impressions
The number of times that your entire ad was viewed.
100% In-view Reach
The number of people who saw your entire ad at least once.
Cost per Page Engagement
The average cost for each Page engagement.
Cost per Page Like
The average cost for each Facebook Page like.
Cost per Post Engagement
The average cost for each post engagement.
Cost per Event Response
The average cost for each event response.
Engagement - Video
ThruPlays
The number of times that your video was played to completion, or for at least 15 seconds.
Video Plays at 25%
The number of times your video was played at 25% of its length, including plays that skipped to this point.
Video Plays at 50%
The number of times your video was played at 50% of its length, including plays that skipped to this point.
Video Plays at 75%
The number of times your video was played at 75% of its length, including plays that skipped to this point.
Video Plays at 95%
The number of times your video was played at 95% of its length, including plays that skipped to this point.
Video Plays at 100%
The number of times your video was played at 100% of its length, including plays that skipped to this point.
Video Average Play Time
The average time that a video was played for, including any time spent replaying the video for a single impression.
Video Plays
The number of times that your video started to play.
This is counted for each impression of a video and excludes replays.
Instant Experience View-time
The average total time, in seconds, that people spent viewing an Instant Experience.
An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including videos, images product catalogue and more.
Instant Experience View Percentage
The average percentage of the Instant Experience that people saw.
An Instant Experience is a screen that opens after someone has interacted with your ad on a mobile device. It may include a series of interactive or multimedia components, including video, images product catalogue and more.
Cost per ThruPlay
The average cost of each ThruPlay.
Engagement - Clicks
Link Clicks
Facebook: The number of clicks on links within the ad that led to destinations or experiences, on or off Facebook.
Instagram: For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser's profile.
Unique Link Clicks
The number of people who performed a link click.
This metric is estimated.
Outbound Clicks
The number of clicks on links that take people off Facebook-owned properties.
Unique Outbound Clicks
The number of people (unique) who performed an outbound click.
An outbound click is a click on links that take people off Facebook-owned properties.
This metric is estimated.
CTR (Link Click-through Rate)
The percentage of times people saw your ads and performed a link click.
Unique CTR (Link Click-through Rate)
The percentage of people (unique) who saw your ads and performed a link click.
This metric is estimated.
Outbound CTR (Link Click-through Rate)
The percentage of times that people saw your ads and performed an outbound click.
An outbound click is a click on links that take people off Facebook-owned properties.
Unique Outbound CTR (Link Click-through Rate)
The percentage of people (unique) who saw your ads and performed an outbound click.
An outbound click is a click on links that take people off Facebook-owned properties.
This metric is estimated.
Unique Clicks (All)
The number of people (unique) who performed a click (all click-types included).
This metric is estimated.
Unique CTR (all)
The percentage of people who saw your ads and performed a unique click (all click-types included).
This metric is estimated.
Instant Experience Clicks to Open
The number of clicks on your ads that open an Instant Experience.
An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including videos, images product catalogue and more.
Instant Experience Clicks to Start
The number of times that an interactive component in an Instant Experience starts.
An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including videos, images product catalogue and more.
Instant Experience Outbound Clicks
The number of clicks on links in an Instant Experience that take people off Facebook-owned properties.
An outbound click is a click on links that takes people off Facebook-owned properties.
CPC (Cost per Link Click)
The average cost for each link click.
Cost per Unique Link Click
The average cost for each unique click to link.
This metric is estimated.
Cost per Outbound Click
The average cost for each outbound click.
An outbound click is a click on links that takes people off Facebook-owned properties.
Cost per Unique Outbound Click
The average cost for each unique outbound click.
This metric is estimated.
Cost per Unique Click (All)
The average cost for each unique click (all click-types).
This metric is estimated.
Engagement - Awareness
Estimated Ad Recall Lift (People)
An estimate of the number of additional people who may remember seeing your ads, if asked, within two days.
This metric is only available for assets that are part of the Brand Awareness, Post Engagement and Video Views objectives.
This metric is estimated
Estimated Ad Recall Lift Rate
The rate at which an estimated number of additional people, when asked, would remember seeing your ads within two days.
This metric is only available for assets that are part of the Brand Awareness, Post Engagement and Video Views objectives.
This metric is estimated.
Cost per Estimated Ad Recall Lift (People)
The average cost for each estimated ad recall lift.
This metric is estimated.
Conversions
Achievements Unlocked
The number of unlock achievement events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools: Source
Add Payment Info
The addition of customer payment information during a checkout process. For example, a person clicks on a button to save their billing information.
Adds to Cart
The addition of an item to a shopping cart or basket. For example, clicking an Add to Cart button on a website.
Adds to Wishlist
The addition of items to a wishlist. For example, clicking an Add to Wishlist button on a website.
App Activations
The number of times your app was activated from mediums attributed to your ads: Source
App Installs
The number of times your app was installed from mediums attributed to your ads.
Checkouts Initiated
The number of initiate checkout events on mediums attributed to your ads: Source
Content Views
The number of view content events on mediums attributed to your ads: Source
Credit Spends
The number of credit spent on a particular ad: Source
Custom Events
The number of Facebook Pixel Custom events.
Custom events are actions that fall outside those covered by Facebook standard events (Add to cart, Complete Registration, Contact, Purchase, etc): Source
Desktop App Engagements
The number of desktop app events recorded on mediums attributed to your ads: Source
Desktop App Story Engagements
The number of actions related to the desktop app story that were recorded as app events and attributed to your ads: Source
Desktop App Uses
The number of uses of your desktop app that were recorded as app events and attributed to your ads: Source
Game Plays
The number of times a game was played that resulted from mediums attributed to your ads.
Landing Page Views
The number of times users clicked on your ad link and successfully loaded the intended destination webpage: Source
Lead
A submission of information by a customer with the understanding that they may be contacted at a later date by your business. For example, submitting a form or signing up for a trial.
Levels Achieved
The number of achieve level events that are tracked by one of your Facebook Business Tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads: Source
On-Facebook Workflow Completions
The number of times a workflow was completed within a Facebook-owned property (such as Pages or Messenger) and attributed to your ads: Source
Purchase ROAS (Return on Ad Spent)
The total return on ad spend (ROAS) from website purchases. This is based on the value of all conversions recorded by the Facebook pixel on your website and attributed to your ads: Source
Purchases
The completion of a purchase, usually signified by receiving order or purchase confirmation, or a transaction receipt. For example, landing on a Thank You or confirmation page.
Ratings Submitted
The number of ratings submitted events on mediums attributed to your ads: Source
Registration Completed
The number of completed registration events on mediums attributed to your ads: Source
Searches
A search performed on your website, app or other property. For example, product or travel searches.
Store Visits (Beta)
The number of times users visited your stores from mediums attributed to your ads. This metric is estimated: Source
Subscriptions
The start of a paid subscription for a product or service you offer.
Tutorials Completed
The number of completed tutorial events that are tracked by one of your Facebook Business Tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads: Source