Meta Ads metrics

Every metric you can request on Meta Ads through an AI assistant: 190 in total, 73 of them computed by the gateway, each with the API field it maps to.

190 rows

The 190 metrics you can request on Meta Ads. The key is what you pass to a tool; the field is what the platform returns.

conversion (87)Link to this section

Key	Name	Field	Notes
`actions`	All Actions	`actions`	Master array containing all action types attributed to your ads. Format: number.
`action_values`	Action Values	`action_values`	Monetary value associated with each action type. Format: currency.
`conversions`	Conversions	`conversions`	Tracked conversion events (purchases) from Meta Pixel, Conversions API, or App SDK. Format: number.
`conversion_values`	Conversion Values	`conversion_values`	Total monetary value of all conversions (purchases). Format: currency.
`purchases`	Purchases	`actions`	Website purchases tracked via Meta Pixel Purchase event. Format: number.
`purchase_value`	Purchase Value	`action_values`	Total revenue from website purchases. Format: currency.
`omni_purchases`	Omni Purchases	`actions`	All purchases across website, app, and offline channels. Format: number.
`omni_purchase_value`	Omni Purchase Value	`action_values`	Total revenue from omnichannel purchases (website, app, offline). Format: currency.
`add_to_cart`	Add to Cart	`actions`	Products added to shopping cart on your website. Format: number.
`add_to_cart_value`	Add to Cart Value	`action_values`	Total value of products added to cart. Format: currency.
`initiate_checkout`	Initiate Checkout	`actions`	Users who began the checkout process. Format: number.
`initiate_checkout_value`	Initiate Checkout Value	`action_values`	Total value of checkouts initiated. Format: currency.
`view_content`	View Content	`actions`	Views of product/content pages on your website. Format: number.
`view_content_value`	View Content Value	`action_values`	Total value of content views. Format: currency.
`add_payment_info`	Add Payment Info	`actions`	Users who added payment details during checkout. Format: number.
`search`	Search	`actions`	Searches performed on your website. Format: number.
`add_to_wishlist`	Add to Wishlist	`actions`	Products saved to wishlist. Format: number.
`leads`	Leads	`actions`	Website leads tracked via Meta Pixel on your website. Format: number.
`onsite_leads`	On-Facebook Leads	`actions`	Leads from Facebook/Instagram lead forms completed without leaving the platform. Format: number.
`leadgen_grouped`	Leadgen Grouped	`actions`	Combined leads from Messenger conversations and Instant Forms. Format: number.
`complete_registration`	Complete Registration	`actions`	Completed account registrations on your website. Format: number.
`contact`	Contact	`actions`	Contact form submissions on your website. Format: number.
`schedule`	Schedule	`actions`	Appointments scheduled on your website. Format: number.
`start_trial`	Start Trial	`actions`	Free trial or demo registrations. Format: number.
`subscribe`	Subscribe	`actions`	Recurring subscription signups. Format: number.
`messaging_conversations_started`	Conversations Started	`actions`	New Messenger or Instagram Direct conversations started within 7 days. Format: number.
`messaging_first_reply`	First Reply	`actions`	Users who sent their first message in a conversation. Format: number.
`landing_page_views`	Landing Page Views	`actions`	Number of times the landing page loaded after link click. Format: number.
`app_installs`	App Installs	`actions`	Number of app installs attributed to your ads. Format: number.
`app_purchases`	In-App Purchases	`actions`	Completed transactions within your mobile app. Format: number.
`app_purchase_value`	In-App Purchase Value	`action_values`	Total revenue from in-app purchases tracked via App SDK. Format: currency.
`website_purchases`	Website Purchases	`actions`	Purchases tracked via Meta Pixel/CAPI only (excludes in-app and shop). Format: number.
`website_purchase_value`	Website Purchase Value	`action_values`	Revenue from website purchases only (Pixel/CAPI, excludes in-app and shop). Format: currency.
`purchase_roas`	ROAS	`purchase_roas`	Return on ad spend. Revenue per dollar spent. ROAS of 3.0 = $3 revenue per $1 spent. Format: ratio.
`website_purchase_roas`	Website ROAS	`website_purchase_roas`	ROAS from website purchases tracked via Pixel/CAPI only. Format: ratio.
`mobile_app_purchase_roas`	App ROAS	`mobile_app_purchase_roas`	ROAS from mobile app purchases tracked via App SDK. Format: ratio.
`results`	Results	`results`	Number of results based on your campaign objective. Format: number.
`result_rate`	Result Rate	`result_rate`	Percentage of impressions that achieved your objective result. Format: percentage.
`clickToAtcRatio`	Click to Add to Cart Ratio	computed here	Percentage of link clicks that resulted in add to cart. Landing page effectiveness. Calculated: `(addToCart / linkClicks) * 100`. Format: percentage.
`atcToPurchaseRatio`	Add to Cart to Purchase Ratio	computed here	Percentage of add to carts that converted to purchase. Checkout funnel efficiency. Calculated: `(purchases / addToCart) * 100`. Format: percentage.
`clickToPurchaseRatio`	Click to Purchase Ratio	computed here	Percentage of link clicks that resulted in purchase. Overall conversion efficiency. Calculated: `(purchases / linkClicks) * 100`. Format: percentage.
`aov`	Average Order Value	computed here	Average Order Value. Average basket size calculated as purchase value / purchase count. Calculated: `revenue / purchases`. Format: currency.
`find_location`	Find Location	`actions`	Number of times users clicked to find a store location. Format: number.
`subscribe_value`	Subscription Value	`action_values`	Total revenue from subscription signups. Format: currency.
`leads_value`	Leads Value	`action_values`	Total monetary value of leads generated. Format: currency.
`start_trial_value`	Trial Started Value	`action_values`	Total value of trial subscriptions started. Format: currency.
`app_add_to_cart`	App Add to Cart	`actions`	Products added to cart within your mobile app. Format: number.
`app_initiate_checkout`	App Initiate Checkout	`actions`	Users who began checkout within your mobile app. Format: number.
`app_complete_registration`	App Registration	`actions`	Completed account registrations within your mobile app. Format: number.
`achievement_unlocked`	Achievement Unlocked	`actions`	In-app achievements unlocked by users. Format: number.
`credit_spent`	Credit Spent	`actions`	In-app credit spending events. Format: number.
`app_start_trial`	App Trial Started	`actions`	Free trial starts within your mobile app. Format: number.
`app_subscribe`	App Subscribe	`actions`	Subscription purchases within your mobile app. Format: number.
`shop_purchases`	Shop Purchases	`actions`	Purchases completed within Facebook/Instagram Shops. Format: number.
`shop_purchase_value`	Shop Purchase Value	`action_values`	Total revenue from Facebook/Instagram Shop purchases. Format: currency.
`purchaseValueShare`	% Purchase Value	computed here	Percentage of total revenue represented by this row. Shows revenue contribution. Calculated from action_values. Format: percentage.
`subscriptionRoas`	Subscription ROAS	computed here	Return on ad spend from subscription revenue only. Calculated: `subscriptionValue / spend`. Format: ratio.
`leadsRoas`	Leads ROAS	computed here	Return on ad spend from lead value only. Calculated: `leadsValue / spend`. Format: ratio.
`purchasesPerMille`	Purchases per 1K Impressions	computed here	Number of purchases for every 1,000 impressions. Direct conversion efficiency. Calculated: `(purchases / impressions) * 1000`. Format: number.
`revenuePerMille`	Revenue per 1K Impressions	computed here	Revenue generated for every 1,000 impressions. Calculated: `(purchaseValue / impressions) * 1000`. Format: currency.
`installsPerMille`	Installs per 1K Impressions	computed here	App installs for every 1,000 impressions. Calculated: `(appInstalls / impressions) * 1000`. Format: number.
`leadsPerMille`	Leads per 1K Impressions	computed here	Leads generated for every 1,000 impressions. Calculated: `(leads / impressions) * 1000`. Format: number.
`impressionsToLeadsRatio`	Impressions to Leads Ratio	computed here	Percentage of impressions that resulted in leads. Calculated: `(leads / impressions) * 100`. Format: percentage.
`clickQuality`	Click Quality	computed here	Conversion rate from clicks. Higher = better quality traffic. Calculated: `(purchases / clicks) * 100`. Format: percentage.
`averageLeadsValue`	Average Lead Value	computed here	Average monetary value per lead generated. Calculated: `leadsValue / leads`. Format: currency.
`clickToAppInstallRatio`	Click to Install Ratio	computed here	Percentage of clicks that resulted in app installs. Calculated: `(appInstalls / linkClicks) * 100`. Format: percentage.
`clickToLeadsRatio`	Click to Leads Ratio	computed here	Percentage of clicks that resulted in leads. Calculated: `(leads / linkClicks) * 100`. Format: percentage.
`clickToSubscriptionsRatio`	Click to Subscription Ratio	computed here	Percentage of clicks that resulted in subscriptions. Calculated: `(subscriptions / linkClicks) * 100`. Format: percentage.
`clickToRegistrationsRatio`	Click to Registration Ratio	computed here	Percentage of clicks that resulted in completed registrations. Calculated: `(registrations / linkClicks) * 100`. Format: percentage.
`clickToTrialStartedRatio`	Click to Trial Ratio	computed here	Percentage of clicks that resulted in trial starts. Calculated: `(trials / linkClicks) * 100`. Format: percentage.
`leadsToSubscriptionsRatio`	Leads to Subscription Ratio	computed here	Percentage of leads that converted to subscriptions. Calculated: `(subscriptions / leads) * 100`. Format: percentage.
`clickToContactRatio`	Click to Contact Ratio	computed here	Percentage of clicks that resulted in contact form submissions. Calculated: `(contacts / linkClicks) * 100`. Format: percentage.
`clickToFindLocationRatio`	Click to Find Location Ratio	computed here	Percentage of clicks that resulted in store locator searches. Calculated: `(findLocations / linkClicks) * 100`. Format: percentage.
`clickToAppointmentsRatio`	Click to Appointment Ratio	computed here	Percentage of clicks that resulted in scheduled appointments. Calculated: `(appointments / linkClicks) * 100`. Format: percentage.
`clickToInitiateCheckoutRatio`	Click to Checkout Ratio	computed here	Percentage of clicks that resulted in checkout initiations. Calculated: `(initiateCheckout / linkClicks) * 100`. Format: percentage.
`clickToWebsitePurchaseRatio`	Click to Website Purchase Ratio	computed here	Percentage of clicks that resulted in website purchases. Calculated: `(purchases / linkClicks) * 100`. Format: percentage.
`installToTrialRate`	Install to Trial Rate	computed here	Percentage of app installs that started a trial. Calculated: `(appTrials / appInstalls) * 100`. Format: percentage.
`installToPurchaseRatio`	Install to Purchase Ratio	computed here	Percentage of app installs that made a purchase. Calculated: `(appPurchases / appInstalls) * 100`. Format: percentage.
`installToRegistrationRate`	Install to Registration Rate	computed here	Percentage of app installs that completed registration. Calculated: `(appRegistrations / appInstalls) * 100`. Format: percentage.
`registrationToAchievementRate`	Registration to Achievement Rate	computed here	Percentage of registrations that unlocked an achievement. Calculated: `(achievements / appRegistrations) * 100`. Format: percentage.
`achievementToPurchaseRate`	Achievement to Purchase Rate	computed here	Percentage of achievement unlocks that resulted in purchase. Calculated: `(appPurchases / achievements) * 100`. Format: percentage.
`viewContentRatio`	View Content Ratio	computed here	Percentage of impressions that resulted in content views. Calculated: `(viewContent / impressions) * 100`. Format: percentage.
`viewContentToAtcRatio`	View Content to Add to Cart Ratio	computed here	Percentage of content views that resulted in add to cart. Calculated: `(addToCart / viewContent) * 100`. Format: percentage.
`checkoutToPurchaseRatio`	Checkout to Purchase Ratio	computed here	Percentage of checkout initiations that completed purchase. Calculated: `(purchases / initiateCheckout) * 100`. Format: percentage.
`aovWebsite`	Average Order Value (Website)	computed here	Average order value from website purchases only. Calculated: `purchaseValue / purchases`. Format: currency.
`aovShop`	Average Order Value (Shop)	computed here	Average order value from Facebook/Instagram Shop purchases. Calculated: `shopPurchaseValue / shopPurchases`. Format: currency.
`aovApp`	Average Order Value (In-App)	computed here	Average order value from mobile app purchases. Calculated from actions, action_values. Format: currency.

video (32)Link to this section

Key	Name	Field	Notes
`video_plays`	Video Plays	`video_play_actions`	Number of times video playback started. Includes both auto-play and click-to-play. Format: number.
`video_views_3s`	3-Second Video Views	`actions`	Standard video view metric - plays of 3+ seconds or 97% of video if shorter. Format: number.
`video_views_10s`	10-Second Video Views	`video_10_sec_watched_actions`	DEPRECATED - Videos watched for at least 10 seconds. Use ThruPlay instead. Format: number.
`video_views_15s`	15-Second Video Views	`video_15_sec_watched_actions`	DEPRECATED - Videos watched for at least 15 seconds. Use ThruPlay instead. Format: number.
`video_views_30s`	30-Second Video Views	`video_30_sec_watched_actions`	Videos watched for at least 30 seconds, or nearly total length if shorter. Industry standard for meaningful engagement. Format: number.
`video_p25`	25% Video Completion	`video_p25_watched_actions`	Videos watched to 25% of total length. First milestone for retention analysis. Format: number.
`video_p50`	50% Video Completion	`video_p50_watched_actions`	Videos watched to 50% of length. Shows sustained attention. Format: number.
`video_p75`	75% Video Completion	`video_p75_watched_actions`	Videos watched to 75% of length. Strong engagement indicator. Format: number.
`video_p95`	95% Video Completion	`video_p95_watched_actions`	Videos watched to 95% of length. Almost complete views. Format: number.
`video_p100`	100% Video Completion	`video_p100_watched_actions`	Videos watched to 100%. Your most engaged viewers. Format: number.
`thruplay`	ThruPlay	`video_thruplay_watched_actions`	Complete views OR 15+ seconds for videos over 15 seconds. Meta's standard video completion metric. Format: number.
`video_avg_watch_time`	Average Watch Time	`video_avg_time_watched_actions`	Average time in seconds viewers spent watching your video. Format: duration.
`video_total_watch_time`	Total Watch Time	`video_time_watched_actions`	Cumulative watch time in seconds across all viewers. Format: duration.
`hookRate`	Hook Rate	computed here	Percentage of impressions that resulted in 3-second video views. Measures if the first 3 seconds grab attention. Calculated: `(videoViews / impressions) * 100`. Format: percentage.
`thumbstopRate`	Thumbstop Rate	computed here	Percentage of impressions that resulted in video plays. How many people stopped scrolling to watch. Calculated: `(videoPlays / impressions) * 100`. Format: percentage.
`holdRate`	Hold Rate	computed here	Percentage of impressions that resulted in a ThruPlay. Overall video engagement. Calculated: `(video_p50 / video_p25) * 100`. Format: percentage.
`completionRate`	Completion Rate	computed here	Percentage of 25% viewers who watched to 100%. Full video watch-through rate. Calculated: `(video_p100 / video_p25) * 100`. Format: percentage.
`video15sTo3sRetention`	15s/3s Video Retention	computed here	Percentage of 3-second viewers who continued to 15 seconds. Calculated: `(video15s / videoViews3s) * 100`. Format: percentage.
`thruplayCtr`	ThruPlay Rate	computed here	Percentage of impressions that resulted in a ThruPlay (15+ seconds or complete view). Measures video engagement quality. Calculated: `(thruPlay / impressions) * 100`. Format: percentage.
`firstFrameRetention`	First Frame Retention	computed here	Percentage of impressions where video started playing. Same as thumbstop rate. Calculated: `(videoPlays / impressions) * 100`. Format: percentage.
`thumbstopClickRate`	Thumbstop Click Rate	computed here	Percentage of video plays that resulted in link clicks. Calculated: `(linkClicks / videoPlays) * 100`. Format: percentage.
`videoP25Rate`	25% Video View Rate	computed here	Percentage of impressions that resulted in 25% video completion. Calculated: `(video_p25 / impressions) * 100`. Format: percentage.
`videoP50Rate`	50% Video View Rate	computed here	Percentage of impressions that resulted in 50% video completion. Calculated: `(video_p50 / impressions) * 100`. Format: percentage.
`videoP75Rate`	75% Video View Rate	computed here	Percentage of impressions that resulted in 75% video completion. Calculated: `(video_p75 / impressions) * 100`. Format: percentage.
`videoP95Rate`	95% Video View Rate	computed here	Percentage of impressions that resulted in 95% video completion. Calculated: `(video_p95 / impressions) * 100`. Format: percentage.
`videoP100Rate`	100% Video View Rate	computed here	Percentage of impressions that resulted in complete video views. Calculated: `(video_p100 / impressions) * 100`. Format: percentage.
`dropOffP25ToP50`	Drop-off 25% to 50%	computed here	Percentage of viewers lost between 25% and 50% mark. Calculated: `(1 - video_p50 / video_p25) * 100`. Format: percentage.
`dropOffP50ToP75`	Drop-off 50% to 75%	computed here	Percentage of viewers lost between 50% and 75% mark. Calculated: `(1 - video_p75 / video_p50) * 100`. Format: percentage.
`dropOffP75ToP95`	Drop-off 75% to 95%	computed here	Percentage of viewers lost between 75% and 95% mark. Calculated: `(1 - video_p95 / video_p75) * 100`. Format: percentage.
`dropOffP75ToP100`	Drop-off 75% to 100%	computed here	Percentage of viewers lost between 75% mark and completion. Calculated: `(1 - video_p100 / video_p75) * 100`. Format: percentage.
`dropOffP95ToP100`	Drop-off 95% to 100%	computed here	Percentage of viewers lost between 95% mark and completion. Calculated: `(1 - video_p100 / video_p95) * 100`. Format: percentage.
`sustainRate`	Sustain Rate	computed here	Percentage of viewers who watched 25% that continued to 95%. Measures sustained attention. Calculated: `(thruPlay / impressions) * 100`. Format: percentage.

cost (27)Link to this section

Key	Name	Field	Notes
`spend`	Spend	`spend`	Total amount spent. The actual budget consumed by your ads. Format: currency.
`cpc`	CPC	`cpc`	Cost per click. Average cost for each click on your ad. Format: currency.
`cpm`	CPM	`cpm`	Cost per 1,000 impressions. How much you pay for every thousand ad displays. Format: currency.
`cpp`	Cost per Person	`cpp`	DEPRECATED: Cost per 1,000 people reached. Removed from UI, the metric name was confusing. Format: currency.
`cost_per_inline_link_click`	Cost per Link Click	`cost_per_inline_link_click`	Average cost for each click on links within your ad. Format: currency.
`cost_per_unique_click`	Cost per Unique Click	`cost_per_unique_click`	Average cost to acquire each unique person who clicked. Format: currency.
`cost_per_unique_inline_link_click`	Cost per Unique Link Click	`cost_per_unique_inline_link_click`	Average cost per unique person clicking your links. Format: currency.
`cost_per_outbound_click`	Cost per Outbound Click	`cost_per_outbound_click`	Average cost for clicks leading users off Meta platforms. Format: currency.
`cost_per_inline_post_engagement`	Cost per Engagement	`cost_per_inline_post_engagement`	Average cost for each engagement action on your ad. Format: currency.
`cost_per_thruplay`	Cost per ThruPlay	`cost_per_thruplay`	Average cost for each ThruPlay (complete view or 15+ seconds). Format: currency.
`social_spend`	Social Spend	`social_spend`	Amount spent on impressions that included social proof. Format: currency.
`cost_per_action_type`	Cost per Action	`cost_per_action_type`	Average cost for each specific action type. Format: currency.
`cost_per_conversion`	Cost per Conversion	`cost_per_conversion`	Average cost to generate each tracked conversion (purchase). Format: currency.
`cost_per_result`	Cost per Result	`cost_per_result`	Average cost for each result based on your objective. Format: currency.
`cost_per_estimated_ad_recallers`	Cost per Ad Recaller	`cost_per_estimated_ad_recallers`	How much you paid for each person estimated to remember your ad. Format: currency.
`costPerAtc`	Cost per Add to Cart	computed here	DEPRECATED: Duplicate of cost_per_add_to_cart. Use cost_per_add_to_cart instead. Calculated: `spend / addToCart`. Format: currency.
`cost_per_page_like`	Cost per Page Like	computed here	Average cost to acquire each new Page like/follow. Calculated as spend / page_likes. Calculated: `spend / pageLikes`. Format: currency.
`cost_per_messaging_conversation`	Cost per Conversation	computed here	Average cost per messaging conversation started. Calculated as spend / conversations. Calculated: `spend / messagingConversations`. Format: currency.
`cost_per_lead`	Cost per Lead	computed here	Average cost to generate each lead. Calculated as spend / leads. Calculated: `spend / leads`. Format: currency.
`cost_per_purchase`	Cost per Purchase	computed here	Average cost to generate each purchase. Calculated as spend / purchases. Calculated: `spend / purchases`. Format: currency.
`cost_per_add_to_cart`	Cost per Add to Cart	computed here	Average cost for each add to cart action. Calculated as spend / add_to_cart. Calculated: `spend / addToCart`. Format: currency.
`cost_per_initiate_checkout`	Cost per Checkout	computed here	Average cost for each checkout initiation. Calculated as spend / checkouts. Calculated: `spend / initiateCheckout`. Format: currency.
`cost_per_app_install`	Cost per Install	computed here	Average cost to generate each app install. Calculated as spend / installs. Calculated: `spend / appInstalls`. Format: currency.
`cost_per_landing_page_view`	Cost per Landing Page View	computed here	Average cost for each landing page view. Calculated as spend / landing_page_views. Calculated: `spend / landingPageViews`. Format: currency.
`cost_per_3s_video_view`	Cost per 3s Video View	computed here	Average cost for each 3-second video view. Calculated as spend / video_views_3s. Calculated: `spend / videoViews3s`. Format: currency.
`spendShare`	% Spend	computed here	Percentage of total spend represented by this row. Useful for budget allocation analysis. Calculated: `(outboundClicks / impressions) * 100`. Format: percentage.
`costPerMinuteViewed`	Cost per Minute Viewed	computed here	Average cost for each minute of video watched. Calculated as spend / (total_watch_time / 60). Calculated: `spend / (totalWatchTime / 60)`. Format: currency.

delivery (27)Link to this section

Key	Name	Field	Notes
`impressions`	Impressions	`impressions`	Total ad displays. The number of times your ad was shown on screen. Format: number.
`reach`	Reach	`reach`	Unique people reached. The number of unique individuals who saw your ad at least once. Format: number.
`frequency`	Frequency	`frequency`	Average impressions per person. Calculated as impressions / reach. Format: ratio.
`social_reach`	Social Reach	`social_reach`	DEPRECATED (Aug 2024): Number of unique people who saw your ad with social information. Format: number.
`social_impressions`	Social Impressions	`social_impressions`	DEPRECATED (Aug 2024): Total impressions that included social context like friends' interactions. Format: number.
`full_view_impressions`	Full View Impressions	`full_view_impressions`	Number of times users saw your entire ad content. Format: number.
`full_view_reach`	Full View Reach	`full_view_reach`	Unique individuals who saw your entire ad content. Format: number.
`clicks`	Total Clicks	`clicks`	All click interactions on your ad including link clicks, profile clicks, and expansions. Format: number.
`unique_clicks`	Unique Clicks	`unique_clicks`	Number of distinct individuals who clicked on your ad at least once. Format: number.
`inline_link_clicks`	Inline Link Clicks	`inline_link_clicks`	Clicks specifically on links embedded in your ad (CTA button, display URL, etc.). Format: number.
`unique_inline_link_clicks`	Unique Link Clicks	`unique_inline_link_clicks`	Number of distinct people who clicked on links within your ad. Format: number.
`outbound_clicks`	Outbound Clicks	`outbound_clicks`	Clicks that navigate users away from Meta platforms to external websites or apps. Format: number.
`unique_outbound_clicks`	Unique Outbound Clicks	`unique_outbound_clicks`	Number of distinct people who clicked to leave Meta platforms. Format: number.
`social_clicks`	Social Clicks	`social_clicks`	DEPRECATED (Aug 2024): Clicks that occurred when social proof was displayed. Format: number.
`instant_experience_clicks_to_open`	Instant Experience Open Clicks	`instant_experience_clicks_to_open`	DEPRECATED: Number of clicks that opened your Instant Experience. Format: number.
`instant_experience_clicks_to_start`	Instant Experience Start Clicks	`instant_experience_clicks_to_start`	DEPRECATED: Number of interactions that initiated Instant Experience content. Format: number.
`ctr`	CTR	`ctr`	Click-through rate. Percentage of impressions that resulted in any click. Format: percentage.
`unique_ctr`	Unique CTR	`unique_ctr`	Percentage of people reached who clicked at least once. Format: percentage.
`inline_link_click_ctr`	Link CTR	`inline_link_click_ctr`	Percentage of impressions that resulted in link clicks. Format: percentage.
`unique_inline_link_click_ctr`	Unique Link CTR	`unique_inline_link_click_ctr`	Percentage of people reached who clicked on links. Format: percentage.
`outbound_clicks_ctr`	Outbound CTR	`outbound_clicks_ctr`	Percentage of impressions resulting in clicks to external destinations. Format: percentage.
`link_clicks`	Link Clicks	`actions`	Clicks on the main destination link of your ad. Format: number.
`quality_ranking`	Quality Ranking	`quality_ranking`	How your ad's perceived quality compared to competing ads. Format: number.
`engagement_rate_ranking`	Engagement Ranking	`engagement_rate_ranking`	Your ad's expected engagement rate compared to competitors. Format: number.
`conversion_rate_ranking`	Conversion Ranking	`conversion_rate_ranking`	Expected conversion rate compared to competitors with same optimization goal. Format: number.
`estimated_ad_recall_rate`	Ad Recall Rate	`estimated_ad_recall_rate`	Estimated percentage of people who would remember seeing your ad if asked within 2 days. Format: percentage.
`estimated_ad_recallers`	Estimated Ad Recallers	`estimated_ad_recallers`	Estimated number of people who would recall seeing your ad. Format: number.

engagement (17)Link to this section

Key	Name	Field	Notes
`inline_post_engagement`	Post Engagement	`inline_post_engagement`	Sum of all engagement actions: reactions, comments, shares, saves, photo views, video plays. Format: number.
`post_engagement`	Post Engagement (Action)	`actions`	All interactions with your ad post: reactions, comments, shares, clicks. Format: number.
`page_engagement`	Page Engagement	`actions`	All interactions with your Page from the ad: page likes, post engagements, check-ins. Format: number.
`post_reactions`	Post Reactions	`actions`	Total reactions (like, love, wow, haha, sad, angry) on your ad. Format: number.
`comments`	Comments	`actions`	Number of comments left on your ad. Format: number.
`shares`	Shares	`actions`	Number of times your ad was shared. Format: number.
`saves`	Saves	`actions`	Number of times users saved your ad for later. Format: number.
`page_likes`	Page Likes	`actions`	Number of people who liked/followed your Page from the ad. Format: number.
`photo_views`	Photo Views	`actions`	Number of times photos in your ad were viewed in enlarged format. Format: number.
`canvas_avg_view_percent`	Instant Experience View Percent	`canvas_avg_view_percent`	DEPRECATED: Average percentage of Instant Experience content users scrolled through. Format: percentage.
`canvas_avg_view_time`	Instant Experience View Time	`canvas_avg_view_time`	DEPRECATED: Mean duration in seconds users spent inside your Instant Experience. Format: duration.
`engagementRate`	Engagement Rate	computed here	Percentage of impressions that resulted in any engagement. Content resonance. Calculated: `(engagements / impressions) * 100`. Format: percentage.
`likeRate`	Like Rate	computed here	Percentage of impressions that resulted in post reactions (likes, love, etc.). Calculated: `(postReactions / impressions) * 100`. Format: percentage.
`commentRate`	Comment Rate	computed here	Percentage of impressions that resulted in comments. Calculated: `(comments / impressions) * 100`. Format: percentage.
`postShareRatio`	Post Share Ratio (PSR)	computed here	Percentage of impressions that resulted in shares. Viral potential indicator. Calculated: `(shares / impressions) * 100`. Format: percentage.
`postEngagementsExclVideo`	Engagements (exc. Video)	computed here	Post engagements excluding video plays. Pure social engagement. Calculated: `Math.max(0, engagement - videoViews3s)`. Format: number.
`postEngagementRateExclVideo`	Engagement Rate (exc. Video)	computed here	Engagement rate excluding video plays from engagement count. Calculated: `(Math.max(0, engagement - videoViews3s) / impressions) * 100`. Format: percentage.