Meta Ads metrics

Documented metrics available in the native reporting reference on Meta Ads through an AI assistant: 190 in total, 73 of them computed by the gateway, each…

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`	Native conversions array, not a universal purchase or lead total; request actions or explicit purchases/omni_purchases/leads metrics for those events. An absent conversions field does not establish their absence. Format: number.
`conversion_values`	Conversion Values	`conversion_values`	Native conversion_values array; purchase revenue is available by the exact purchase action_type in action_values, not necessarily in this field. 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: `(websitePurchases / 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: `websitePurchaseValue / websitePurchases`. 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: `appPurchaseValue / appPurchases`. 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: `(video_p95 / video_p25) * 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: string.
`engagement_rate_ranking`	Engagement Ranking	`engagement_rate_ranking`	Your ad's expected engagement rate compared to competitors. Format: string.
`conversion_rate_ranking`	Conversion Ranking	`conversion_rate_ranking`	Expected conversion rate compared to competitors with same optimization goal. Format: string.
`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.