# 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.

[Documentation](https://www.getmcpads.com/docs) / [Sources](https://www.getmcpads.com/docs/sources) / [Meta Ads](https://www.getmcpads.com/docs/sources/meta-ads)

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.

> **Note** 73 of these are computed by the gateway rather than returned by Meta Ads. Each one shows how it is derived, so it is never presented as an official platform figure.

## conversion (87)

| 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)

| 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)

| 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)

| 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)

| 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. |

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