TikTok Ads metrics

Documented metrics available in the native reporting reference on TikTok Ads through an AI assistant: 277 in total, 26 of them computed by the gateway, each…

277 rows

The 277 metrics you can request on TikTok Ads. The key is what you pass to a tool; the field is what the platform returns.

app (68)Link to this section

Key	Name	Field	Notes
`app_install`	App Installs	`app_install`	Total number of app installs attributed to your ad. Format: number.
`launch_app`	App Launches	`launch_app`	Number of app launches after install. Format: number.
`next_day_open`	Next Day Opens	`next_day_open`	Number of app opens on the day after install. Format: number.
`registration`	Registrations	`registration`	Total number of in-app registrations. Format: number.
`login`	Logins	`login`	Number of in-app logins. Format: number.
`complete_tutorial`	Tutorial Completions	`complete_tutorial`	Number of tutorial completions in app. Format: number.
`purchase`	Purchases	`purchase`	Total number of in-app purchases. Format: number.
`total_purchase_value`	Purchase Value	`total_purchase_value`	Total value of in-app purchases. Format: currency.
`add_to_cart`	Add to Cart	`add_to_cart`	Number of add to cart events in app. Format: number.
`total_add_to_cart_value`	Add to Cart Value	`total_add_to_cart_value`	Total value of items added to cart. Format: currency.
`checkout`	Checkouts	`checkout`	Number of checkout initiations in app. Format: number.
`view_content`	Content Views	`view_content`	Number of content/product views in app. Format: number.
`total_view_content_value`	Content View Value	`total_view_content_value`	Total value of content viewed. Format: currency.
`add_payment_info`	Add Payment Info	`add_payment_info`	Number of add payment info events. Format: number.
`add_to_wishlist`	Add to Wishlist	`add_to_wishlist`	Number of add to wishlist events. Format: number.
`create_gamerole`	Game Roles Created	`create_gamerole`	Number of game roles created. Format: number.
`spend_credits`	Credits Spent	`spend_credits`	Number of spend credits events. Format: number.
`total_spend_credits_value`	Credits Spent Value	`total_spend_credits_value`	Total value of credits spent. Format: currency.
`achieve_level`	Levels Achieved	`achieve_level`	Number of level achievements in game. Format: number.
`unlock_achievement`	Achievements Unlocked	`unlock_achievement`	Number of achievements unlocked. Format: number.
`create_group`	Groups Created	`create_group`	Number of groups created in app. Format: number.
`join_group`	Groups Joined	`join_group`	Number of groups joined in app. Format: number.
`rate`	Ratings	`rate`	Number of rating events in app. Format: number.
`start_trial`	Trial Starts	`start_trial`	Number of free trial starts. Format: number.
`subscribe`	Subscriptions	`subscribe`	Number of subscription sign-ups. Format: number.
`total_subscribe_value`	Subscription Value	`total_subscribe_value`	Total value of subscriptions. Format: currency.
`sales_lead`	Sales Leads	`sales_lead`	Number of sales leads generated. Format: number.
`loan_apply`	Loan Applications	`loan_apply`	Number of loan applications. Format: number.
`loan_approval`	Loan Approvals	`loan_approval`	Number of loan approvals. Format: number.
`loan_disbursal`	Loan Disbursals	`loan_disbursal`	Number of loan disbursals. Format: number.
`in_app_ad_click`	In-App Ad Clicks	`in_app_ad_click`	Number of in-app ad clicks. Format: number.
`in_app_ad_impr`	In-App Ad Impressions	`in_app_ad_impr`	Number of in-app ad impressions. Format: number.
`total_app_event`	Total App Events	`total_app_event`	Total number of all tracked app events. Format: number.
`total_app_event_value`	Total App Event Value	`total_app_event_value`	Total value of all app events. Format: currency.
`cost_per_app_install`	Cost per Install	`cost_per_app_install`	Average cost per app install. Format: currency.
`cost_per_registration`	Cost per Registration	`cost_per_registration`	Average cost per registration. Format: currency.
`cost_per_purchase`	Cost per Purchase	`cost_per_purchase`	Average cost per in-app purchase. Format: currency.
`cost_per_add_to_cart`	Cost per Add to Cart	`cost_per_add_to_cart`	Average cost per add to cart. Format: currency.
`cost_per_checkout`	Cost per Checkout	`cost_per_checkout`	Average cost per checkout. Format: currency.
`cost_per_view_content`	Cost per Content View	`cost_per_view_content`	Average cost per content view. Format: currency.
`purchase_roas`	Purchase ROAS	`purchase_roas`	Return on ad spend for purchases (Value / Spend) Format: ratio.
`registration_rate`	Registration Rate	`registration_rate`	Registrations / installs. Format: percentage.
`total_registration`	Total Registrations	`total_registration`	All app registrations. Format: number.
`cost_per_total_registration`	Total Cost per Registration	`cost_per_total_registration`	Cost per registration (total) Format: currency.
`purchase_rate`	Purchase Rate	`purchase_rate`	Purchases / installs. Format: percentage.
`total_purchase`	Total Purchases	`total_purchase`	All app purchases. Format: number.
`cost_per_total_purchase`	Total Cost per Purchase	`cost_per_total_purchase`	Cost per purchase (total) Format: currency.
`value_per_total_purchase`	Value per Purchase	`value_per_total_purchase`	Average value per purchase. Format: currency.
`total_active_pay_roas`	Purchase ROAS (Total)	`total_active_pay_roas`	Return on ad spend for all purchases. Format: ratio.
`total_purchase_roas_day0`	ROAS Day 0	`total_purchase_roas_day0`	ROAS within 24 hours. Format: ratio.
`total_purchase_roas_day2`	ROAS Day 2	`total_purchase_roas_day2`	ROAS within 72 hours. Format: ratio.
`total_purchase_roas_day6`	ROAS Day 6	`total_purchase_roas_day6`	ROAS within 168 hours. Format: ratio.
`app_event_add_to_cart`	Unique ATC (App)	`app_event_add_to_cart`	Unique add to cart events in app. Format: number.
`cost_per_app_event_add_to_cart`	Cost per Unique ATC (App)	`cost_per_app_event_add_to_cart`	Cost per unique add to cart event. Format: currency.
`app_event_add_to_cart_rate`	ATC Rate (App)	`app_event_add_to_cart_rate`	Add to cart / installs. Format: percentage.
`total_app_event_add_to_cart`	Total ATC (App)	`total_app_event_add_to_cart`	All add to cart events in app. Format: number.
`cost_per_total_app_event_add_to_cart`	Total Cost per ATC (App)	`cost_per_total_app_event_add_to_cart`	Cost per add to cart event (total) Format: currency.
`value_per_total_app_event_add_to_cart`	Value per ATC (App)	`value_per_total_app_event_add_to_cart`	Average value per add to cart event. Format: currency.
`total_app_event_add_to_cart_value`	ATC Value (App)	`total_app_event_add_to_cart_value`	Total value of add to cart events. Format: currency.
`checkout_rate`	Checkout Rate	`checkout_rate`	Checkouts / installs. Format: percentage.
`total_checkout`	Total Checkouts	`total_checkout`	All checkouts in app. Format: number.
`cost_per_total_checkout`	Total Cost per Checkout	`cost_per_total_checkout`	Cost per checkout (total) Format: currency.
`value_per_checkout`	Value per Checkout	`value_per_checkout`	Average value per checkout. Format: currency.
`total_checkout_value`	Checkout Value	`total_checkout_value`	Total value of checkouts. Format: currency.
`view_content_rate`	Content View Rate	`view_content_rate`	Content views / installs. Format: percentage.
`total_view_content`	Total Content Views	`total_view_content`	All content views in app. Format: number.
`cost_per_total_view_content`	Total Cost per Content View	`cost_per_total_view_content`	Cost per content view (total) Format: currency.
`value_per_total_view_content`	Value per Content View	`value_per_total_view_content`	Average value per content view. Format: currency.

website (27)Link to this section

Key	Name	Field	Notes
`complete_payment`	Complete Payments	`complete_payment`	Number of completed payment events on website. Format: number.
`total_complete_payment_value`	Complete Payment Value	`total_complete_payment_rate`	Total value of website payments. Format: currency.
`page_browse_view`	Landing Page Views	`total_landing_page_view`	Number of landing page view events on website. Format: number.
`total_page_browse_view`	Page Views	`total_pageview`	Number of page view events on website. Format: number.
`button_click`	Button Clicks	`button_click`	Number of button clicks on website. Format: number.
`online_consult`	Online Consultations	`online_consult`	Number of online consultation requests. Format: number.
`user_registration`	User Registrations	`user_registration`	Number of website registrations. Format: number.
`product_details_page_browse`	Product Page Views	`product_details_page_browse`	Number of product detail page views. Format: number.
`web_event_add_to_cart`	Web Add to Cart	`web_event_add_to_cart`	Number of add to cart events on website. Format: number.
`total_web_event_add_to_cart_value`	Web Add to Cart Value	`total_web_event_add_to_cart_value`	Total value of items added to cart. Format: currency.
`initiate_checkout`	Initiate Checkouts	`initiate_checkout`	Number of checkout initiations. Format: number.
`total_initiate_checkout_value`	Initiate Checkout Value	`total_initiate_checkout_value`	Total value of initiated checkouts. Format: currency.
`add_billing`	Add Billing	`add_billing`	Number of add billing events. Format: number.
`search`	Searches	`search`	Number of search events on website. Format: number.
`website_download`	Downloads (Unique)	`website_download`	Number of unique download actions on website. Format: number.
`website_total_download`	Downloads	`website_total_download`	Number of download actions on website. Format: number.
`website_contact`	Contacts (Unique)	`website_contact`	Number of unique contact actions on website. Format: number.
`website_total_contact`	Contacts	`website_total_contact`	Number of contact actions on website. Format: number.
`website_form`	Form Submissions (Unique)	`website_form`	Number of unique form submissions on website. Format: number.
`website_total_form`	Form Submissions	`website_total_form`	Number of form submissions on website. Format: number.
`cost_per_complete_payment`	Cost per Payment	`cost_per_complete_payment`	Average cost per complete payment. Format: currency.
`cost_per_page_browse_view`	Cost per Landing Page View	`cost_per_landing_page_view`	Average cost per landing page view. Format: currency.
`cost_per_total_page_browse_view`	Cost per Page View	`cost_per_pageview`	Average cost per page view action. Format: currency.
`cost_per_initiate_checkout`	Cost per Initiate Checkout	`cost_per_initiate_checkout`	Average cost per checkout initiation. Format: currency.
`complete_payment_roas`	Payment ROAS	`complete_payment_roas`	Return on ad spend for website payments. Format: ratio.
`value_per_complete_payment`	Value per Payment	`value_per_complete_payment`	Average value per complete payment. Format: currency.
`complete_payment_rate`	Payment Rate	`complete_payment_rate`	Purchases / clicks on website. Format: percentage.

calculated (26)Link to this section

Key	Name	Field	Notes
`hookRate`	Hook Rate	computed here	Percentage of impressions where users watched to 25% of video (Video P25 / Impressions x 100) Calculated from video_views_p25, impressions. Format: percentage.
`thumbstopRate`	Thumbstop Rate	computed here	Percentage of impressions that resulted in video plays (Video Plays / Impressions x 100) Calculated from video_play_actions, impressions. Format: percentage.
`holdRate`	Hold Rate	computed here	Percentage of users who reached 25% and continued to 50% (P50 / P25 x 100) Calculated from video_views_p50, video_views_p25. Format: percentage.
`completionRate`	Completion Rate	computed here	Percentage of users who reached 25% and completed the video (P100 / P25 x 100) Calculated from video_views_p100, video_views_p25. Format: percentage.
`engagementRate`	Engagement Rate	computed here	Percentage of impressions that resulted in engagement (Engagements / Impressions x 100) Calculated from engagements, impressions. Format: percentage.
`aov`	Average Order Value (App)	computed here	Average Order Value for app events (Total Purchase Value / Purchase Count) Calculated from total_purchase_value, purchase. Format: currency.
`aovWebsite`	Average Order Value (Website)	computed here	Average Order Value for website events (Total Payment Value / Complete Payments) Calculated from total_complete_payment_value, complete_payment. Format: currency.
`aovCombined`	Average Order Value (Combined)	computed here	Average Order Value across all conversion types (app, website, or shop) Calculated from total_purchase_value, purchase, total_complete_payment_value, complete_payment, onsite_complete_payment_value, complete_payment_shop. Format: currency.
`clickToAtcRatio`	Click to Add to Cart Ratio	computed here	Percentage of clicks that resulted in add to cart (Add to Cart / Clicks x 100) Calculated from add_to_cart, clicks. Format: percentage.
`atcToPurchaseRatio`	Add to Cart to Purchase Ratio	computed here	Percentage of add to cart that converted to purchase (Purchase / Add to Cart x 100) Calculated from purchase, add_to_cart. Format: percentage.
`clickToPurchaseRatio`	Click to Purchase Ratio	computed here	Percentage of clicks that resulted in purchase (Purchase / Clicks x 100) Calculated from purchase, clicks. Format: percentage.
`likeRate`	Like Rate	computed here	Percentage of impressions that resulted in likes (Likes / Impressions x 100) Calculated from likes, impressions. Format: percentage.
`commentRate`	Comment Rate	computed here	Percentage of impressions that resulted in comments (Comments / Impressions x 100) Calculated from comments, impressions. Format: percentage.
`shareRate`	Share Rate	computed here	Percentage of impressions that resulted in shares (Shares / Impressions x 100) Calculated from shares, impressions. Format: percentage.
`followRate`	Follow Rate	computed here	Percentage of impressions that resulted in follows (Follows / Impressions x 100) Calculated from follows, impressions. Format: percentage.
`aovShop`	Average Order Value (Shop)	computed here	Average Order Value for TikTok Shop (Shop Payment Value / Shop Payments) Calculated from onsite_complete_payment_value, complete_payment_shop. Format: currency.
`videoP25Rate`	Video P25 Rate	computed here	Percentage of impressions that reached 25% of video (P25 / Impressions x 100) Calculated from video_views_p25, impressions. Format: percentage.
`videoP50Rate`	Video P50 Rate	computed here	Percentage of impressions that reached 50% of video (P50 / Impressions x 100) Calculated from video_views_p50, impressions. Format: percentage.
`videoP75Rate`	Video P75 Rate	computed here	Percentage of impressions that reached 75% of video (P75 / Impressions x 100) Calculated from video_views_p75, impressions. Format: percentage.
`videoP100Rate`	Video P100 Rate	computed here	Percentage of impressions that completed video (P100 / Impressions x 100) Calculated from video_views_p100, impressions. Format: percentage.
`dropOffP25ToP50`	Drop-off P25->P50	computed here	Percentage of viewers that dropped off between 25% and 50% (100 - Hold Rate) Calculated from video_views_p50, video_views_p25. Format: percentage.
`dropOffP50ToP75`	Drop-off P50->P75	computed here	Percentage of viewers that dropped off between 50% and 75%. Calculated from video_views_p75, video_views_p50. Format: percentage.
`dropOffP75ToP100`	Drop-off P75->P100	computed here	Percentage of viewers that dropped off between 75% and 100%. Calculated from video_views_p100, video_views_p75. Format: percentage.
`costPerEngagement`	Cost per Engagement	computed here	Average cost per engagement action (Spend / Engagements) Calculated from spend, engagements. Format: currency.
`costPerVideoView`	Cost per Video View	computed here	Average cost per video play (Spend / Video Plays) Calculated from spend, video_play_actions. Format: currency.
`costPer1000VideoViews`	CPM Video Views	computed here	Cost per 1000 video plays (Spend / Video Plays x 1000) Calculated from spend, video_play_actions. Format: currency.

attribution (25)Link to this section

Key	Name	Field	Notes
`cta_conversion`	Conversions (CTA)	`cta_conversion`	Number of conversions attributed to clicks on your ads (Click-through Attribution) Format: number.
`cost_per_cta_conversion`	Cost per Conversion (CTA)	`cost_per_cta_conversion`	Average cost per conversion attributed to a click on your ad. Format: currency.
`cta_purchase`	Purchases (CTA)	`cta_purchase`	Number of purchases attributed to clicks on your ads (Click-through Attribution) Format: number.
`cost_per_cta_purchase`	Cost per Purchase (CTA)	`cost_per_cta_purchase`	Average cost per purchase attributed to a click on your ad. Format: currency.
`cta_registration`	Registrations (CTA)	`cta_registration`	Number of registrations attributed to clicks on your ads (Click-through Attribution) Format: number.
`cost_per_cta_registration`	Cost per Registration (CTA)	`cost_per_cta_registration`	Average cost per registration attributed to a click on your ad. Format: currency.
`cta_app_install`	App Installs (CTA)	`cta_app_install`	Number of app installs attributed to clicks on your ads (Click-through Attribution) Format: number.
`cost_per_cta_app_install`	Cost per App Install (CTA)	`cost_per_cta_app_install`	Average cost per app install attributed to a click on your ad. Format: currency.
`vta_conversion`	Conversions (VTA)	`vta_conversion`	Number of conversions attributed to ad impressions (View-through Attribution) Format: number.
`cost_per_vta_conversion`	Cost per Conversion (VTA)	`cost_per_vta_conversion`	Average cost per conversion attributed to an ad impression. Format: currency.
`vta_purchase`	Purchases (VTA)	`vta_purchase`	Number of purchases attributed to ad impressions (View-through Attribution) Format: number.
`cost_per_vta_purchase`	Cost per Purchase (VTA)	`cost_per_vta_purchase`	Average cost per purchase attributed to an ad impression. Format: currency.
`vta_registration`	Registrations (VTA)	`vta_registration`	Number of registrations attributed to ad impressions (View-through Attribution) Format: number.
`cost_per_vta_registration`	Cost per Registration (VTA)	`cost_per_vta_registration`	Average cost per registration attributed to an ad impression. Format: currency.
`vta_app_install`	App Installs (VTA)	`vta_app_install`	Number of app installs attributed to ad impressions (View-through Attribution) Format: number.
`cost_per_vta_app_install`	Cost per App Install (VTA)	`cost_per_vta_app_install`	Average cost per app install attributed to an ad impression. Format: currency.
`vta_complete_payment`	Purchases - Web (VTA)	`vta_complete_payment`	Number of website purchases attributed to ad impressions (View-through Attribution) Format: number.
`vta_complete_payment_value`	Purchase Value - Web (VTA)	`vta_complete_payment_value`	Total value of website purchases attributed to ad impressions. Format: currency.
`vta_complete_payment_roas`	Purchase ROAS - Web (VTA)	`vta_complete_payment_roas`	Return on ad spend for website purchases attributed to ad impressions. Format: ratio.
`engaged_view_through_conversions`	Conversions (EVTA)	`engaged_view_through_conversions`	Number of conversions attributed to engaged video views (Engaged View-through Attribution) Format: number.
`cost_per_engaged_view_through_conversion`	Cost per Conversion (EVTA)	`cost_per_engaged_view_through_conversion`	Average cost per conversion attributed to engaged video views. Format: currency.
`evta_app_install`	App Installs (EVTA)	`evta_app_install`	Number of app installs attributed to engaged video views. Format: number.
`evta_registration`	Registrations (EVTA)	`evta_registration`	Number of registrations attributed to engaged video views. Format: number.
`evta_purchase`	Purchases - App (EVTA)	`evta_purchase`	Number of app purchases attributed to engaged video views. Format: number.
`evta_payments_completed`	Purchases - Web (EVTA)	`evta_payments_completed`	Number of website purchases attributed to engaged video views. Format: number.

tiktok (23)Link to this section

Key	Name	Field	Notes
`onsite_total_purchase`	Onsite Purchases	`onsite_total_purchase`	Number of TikTok purchase actions attributed to your ads. Format: number.
`onsite_total_purchase_value`	Onsite Purchase Value	`onsite_total_purchase_value`	Total value of TikTok purchase actions. Format: currency.
`onsite_cost_per_purchase`	Cost per Onsite Purchase	`onsite_cost_per_purchase`	Average cost per TikTok purchase action. Format: currency.
`onsite_purchases_roas`	Onsite ROAS	`onsite_purchases_roas`	Return on ad spend from TikTok purchases. Format: ratio.
`onsite_total_checkout_initiation`	Onsite Checkouts	`onsite_total_checkout_initiation`	Number of TikTok checkout initiation actions. Format: number.
`onsite_cost_per_checkout_initiation`	Cost per Onsite Checkout	`onsite_cost_per_checkout_initiation`	Average cost per TikTok checkout initiation. Format: currency.
`onsite_total_add_to_cart`	Onsite Add to Cart	`onsite_total_add_to_cart`	Number of TikTok add to cart actions. Format: number.
`onsite_cost_per_add_to_cart`	Cost per Onsite Add to Cart	`onsite_cost_per_add_to_cart`	Average cost per TikTok add to cart action. Format: currency.
`onsite_total_product_details_page_view`	Onsite Content Views	`onsite_total_product_details_page_view`	Number of TikTok product details page view actions. Format: number.
`onsite_cost_per_product_details_page_view`	Cost per Onsite Content View	`onsite_cost_per_product_details_page_view`	Average cost per TikTok product details page view. Format: currency.
`onsite_form`	Onsite Forms	`onsite_form`	Number of onsite form submissions on TikTok. Format: number.
`onsite_form_detail`	Onsite Form Details	`onsite_form_detail`	Number of onsite form detail views on TikTok. Format: number.
`onsite_download`	Onsite Downloads	`onsite_download`	Number of downloads from TikTok. Format: number.
`onsite_purchase_rate`	Onsite Purchase Rate	`onsite_purchase_rate`	TikTok purchase rate. Format: percentage.
`onsite_value_per_purchase`	Onsite Value per Purchase	`onsite_value_per_purchase`	Average TikTok purchase value. Format: currency.
`onsite_unique_purchase`	Onsite Unique Purchases	`onsite_unique_purchase`	Unique TikTok purchases. Format: number.
`onsite_total_purchase_value_day0`	Onsite Purchase Value (Day 0)	`onsite_total_purchase_value_day0`	TikTok purchase value within 24 hours. Format: currency.
`onsite_total_purchase_value_day6`	Onsite Purchase Value (Day 6)	`onsite_total_purchase_value_day6`	TikTok purchase value within 7 days. Format: currency.
`onsite_total_purchase_value_day13`	Onsite Purchase Value (Day 13)	`onsite_total_purchase_value_day13`	TikTok purchase value within 14 days. Format: currency.
`onsite_total_purchase_roas_day0`	Onsite ROAS (Day 0)	`onsite_total_purchase_roas_day0`	TikTok ROAS within 24 hours. Format: ratio.
`onsite_total_purchase_roas_day6`	Onsite ROAS (Day 6)	`onsite_total_purchase_roas_day6`	TikTok ROAS within 7 days. Format: ratio.
`onsite_total_purchase_roas_day13`	Onsite ROAS (Day 13)	`onsite_total_purchase_roas_day13`	TikTok ROAS within 14 days. Format: ratio.
`onsite_total_registration`	Onsite Registrations	`onsite_total_registration`	TikTok registrations. Format: number.

skan (18)Link to this section

Key	Name	Field	Notes
`skan_app_install`	SKAN Installs	`skan_app_install`	App installs via SKAdNetwork. Format: number.
`skan_purchase`	SKAN Purchases	`skan_purchase`	Purchases via SKAdNetwork. Format: number.
`skan_purchase_value`	SKAN Purchase Value	`skan_purchase_value`	Purchase value via SKAdNetwork. Format: currency.
`skan_registration`	SKAN Registrations	`skan_registration`	Registrations via SKAdNetwork. Format: number.
`skan_add_to_cart`	SKAN Add to Cart	`skan_add_to_cart`	Add to cart via SKAdNetwork. Format: number.
`skan_checkout`	SKAN Checkouts	`skan_checkout`	Checkouts via SKAdNetwork. Format: number.
`skan_view_content`	SKAN Content Views	`skan_view_content`	Content views via SKAdNetwork. Format: number.
`skan_subscribe`	SKAN Subscriptions	`skan_subscribe`	Subscriptions via SKAdNetwork. Format: number.
`skan_start_trial`	SKAN Trial Starts	`skan_start_trial`	Trial starts via SKAdNetwork. Format: number.
`skan_cost_per_app_install`	SKAN Cost per Install	`skan_cost_per_app_install`	Cost per SKAN install. Format: currency.
`skan_cost_per_purchase`	SKAN Cost per Purchase	`skan_cost_per_purchase`	Cost per SKAN purchase. Format: currency.
`skan_purchase_roas`	SKAN Purchase ROAS	`skan_purchase_roas`	ROAS via SKAdNetwork. Format: ratio.
`skan_result`	SKAN Results	`skan_result`	Results via SKAdNetwork. Format: number.
`skan_cost_per_result`	SKAN Cost per Result	`skan_cost_per_result`	Cost per SKAN result. Format: currency.
`skan_conversion`	SKAN Conversions	`skan_conversion`	Conversions via SKAdNetwork. Format: number.
`skan_conversion_rate_v2`	SKAN Conversion Rate	`skan_conversion_rate_v2`	SKAN conversion rate. Format: percentage.
`skan_total_purchase_value`	SKAN Total Purchase Value	`skan_total_purchase_value`	Total purchase value via SKAdNetwork. Format: currency.
`skan_total_repetitive_active_pay_roas`	SKAN ROAS (Total)	`skan_total_repetitive_active_pay_roas`	Total ROAS via SKAdNetwork. Format: ratio.

core (16)Link to this section

Key	Name	Field	Notes
`spend`	Spend	`spend`	The estimated total amount of money you've spent on your ads. Format: currency.
`impressions`	Impressions	`impressions`	The number of times your ads were on screen. Format: number.
`clicks`	Clicks	`clicks`	The number of clicks on your ads. Format: number.
`ctr`	CTR	`ctr`	The percentage of impressions that resulted in a click (Clicks / Impressions × 100) Format: percentage.
`cpm`	CPM	`cpm`	The average cost for 1,000 impressions (Spend / Impressions × 1000) Format: currency.
`cpc`	CPC	`cpc`	The average cost per click (Spend / Clicks) Format: currency.
`reach`	Reach	`reach`	The number of unique users who saw your ads at least once. Format: number.
`frequency`	Frequency	`frequency`	The average number of times each person saw your ads. Format: number.
`gross_impressions`	Gross Impressions	`gross_impressions`	Total impressions including invalid traffic (before deduplication) Format: number.
`secondary_goal_result`	Secondary Goal Result	`secondary_goal_result`	Number of secondary goal results achieved. Format: number.
`cost_per_secondary_goal_result`	Cost per Secondary Goal Result	`cost_per_secondary_goal_result`	Average cost per secondary goal result. Format: currency.
`secondary_goal_result_rate`	Secondary Goal Result Rate	`secondary_goal_result_rate`	Percentage of impressions resulting in secondary goal. Format: percentage.
`cost_per_result`	Cost per Result	`cost_per_result`	Average cost per optimization result. Format: currency.
`cost_per_1000_reached`	Cost per 1,000 Reached	`cost_per_1000_reached`	Average cost to reach 1,000 unique users. Format: currency.
`conversion`	Conversions	`conversion`	Number of optimization conversions reported by TikTok. Format: number.
`conversions`	Conversions	`conversion`	Cross-source alias for TikTok conversion. Format: number.

shop (15)Link to this section

Key	Name	Field	Notes
`product_clicks`	Product Clicks	`product_clicks`	Number of product clicks in TikTok Shop. Format: number.
`product_details_page_browse_shop`	Shop Product Views	`onsite_on_web_detail`	Number of product detail page views in Shop. Format: number.
`add_to_cart_shop`	Shop Add to Cart	`onsite_on_web_cart`	Number of add to cart events in Shop. Format: number.
`checkout_shop`	Shop Checkouts	`onsite_initiate_checkout_count`	Number of checkouts in TikTok Shop. Format: number.
`complete_payment_shop`	Shop Payments	`onsite_shopping`	Number of payments completed in Shop. Format: number.
`live_product_clicks_shop`	LIVE Shop Product Clicks	`live_product_clicks_shop`	Product clicks during LIVE shopping. Format: number.
`video_product_clicks`	Video Product Clicks	`video_product_clicks`	Product clicks from video ads. Format: number.
`onsite_shopping_roas`	Shop ROAS	`onsite_shopping_roas`	Return on ad spend for TikTok Shop. Format: ratio.
`onsite_complete_payment_value`	Shop Payment Value	`total_onsite_shopping_value`	Total value of Shop payments. Format: currency.
`cost_per_product_click`	Cost per Product Click	`cost_per_product_click`	Average cost per product click. Format: currency.
`cost_per_add_to_cart_shop`	Cost per Shop Add to Cart	`cost_per_add_to_cart_shop`	Average cost per Shop add to cart. Format: currency.
`cost_per_complete_payment_shop`	Cost per Shop Payment	`cost_per_onsite_shopping`	Average cost per Shop payment. Format: currency.
`onsite_shopping_rate`	Shop Purchase Rate	`onsite_shopping_rate`	TikTok Shop purchase rate. Format: percentage.
`value_per_onsite_shopping`	Shop AOV	`value_per_onsite_shopping`	TikTok Shop average order value. Format: currency.
`shop_total_items_purchased`	Shop Items Purchased	`shop_total_items_purchased`	Number of items sold in TikTok Shop. Format: number.

video (12)Link to this section

Key	Name	Field	Notes
`video_play_actions`	Video Plays	`video_play_actions`	The number of times your video starts to play. Format: number.
`video_watched_2s`	2-Second Video Views	`video_watched_2s`	The number of times your video was played for at least 2 seconds. Format: number.
`video_watched_6s`	6-Second Video Views	`video_watched_6s`	The number of times your video was played for at least 6 seconds or completed. Format: number.
`video_views_p25`	25% Video Views	`video_views_p25`	The number of times your video was played at 25% of its length. Format: number.
`video_views_p50`	50% Video Views	`video_views_p50`	The number of times your video was played at 50% of its length. Format: number.
`video_views_p75`	75% Video Views	`video_views_p75`	The number of times your video was played at 75% of its length. Format: number.
`video_views_p100`	100% Video Views	`video_views_p100`	The number of times your video was played to completion. Format: number.
`engaged_view`	Engaged Views	`engaged_view`	Views where user watched at least 6 seconds or engaged with the ad. Format: number.
`engaged_view_15s`	15-Second Engaged Views	`engaged_view_15s`	Views where user watched at least 15 seconds or completed video. Format: number.
`average_video_play`	Average Watch Time	`average_video_play`	Average time in seconds users watched your video. Format: duration.
`average_video_play_per_user`	Average Watch Time per User	`average_video_play_per_user`	Average total time per unique user watching your video. Format: duration.
`cost_per_engaged_view`	Cost per Engaged View	`cost_per_engaged_view`	Average cost per engaged view. Format: currency.

Key	Name	Field	Notes
`follows`	Follows	`follows`	Number of follows to your TikTok account from your ad. Format: number.
`likes`	Likes	`likes`	Number of likes on your ad. Format: number.
`comments`	Comments	`comments`	Number of comments on your ad. Format: number.
`shares`	Shares	`shares`	Number of shares of your ad. Format: number.
`profile_visits`	Profile Visits	`profile_visits`	Number of visits to your TikTok profile from your ad. Format: number.
`profile_visits_rate`	Profile Visit Rate	`profile_visits_rate`	Percentage of impressions resulting in profile visits. Format: percentage.
`cost_per_follow`	Cost per Follow	`cost_per_follow`	Average cost per new follower. Format: currency.
`cost_per_like`	Cost per Like	`cost_per_like`	Average cost per like. Format: currency.
`cost_per_share`	Cost per Share	`cost_per_share`	Average cost per share. Format: currency.

instant_experience (8)Link to this section

Key	Name	Field	Notes
`ix_page_view_count`	Instant Page Views	`ix_page_view_count`	Number of views of your instant experience page. Format: number.
`ix_button_click_count`	Instant Button Clicks	`ix_button_click_count`	Number of button clicks in instant experience. Format: number.
`ix_product_click_count`	Instant Product Clicks	`ix_product_click_count`	Number of product clicks in instant experience. Format: number.
`ix_download_click_count`	Instant Download Clicks	`ix_download_click_count`	Number of download button clicks in instant experience. Format: number.
`ix_app_download_count`	Instant App Downloads	`ix_app_download_count`	Number of app downloads from instant experience. Format: number.
`ix_video_view_count`	Instant Video Views	`ix_video_view_count`	Number of video views in instant experience. Format: number.
`ix_average_page_stay`	Instant Avg Page Stay	`ix_average_page_stay`	Average time spent on instant experience page. Format: duration.
`ix_average_page_view_per_user`	Instant Avg Pages per User	`ix_average_page_view_per_user`	Average pages viewed per user in instant experience. Format: number.

interactive (8)Link to this section

Key	Name	Field	Notes
`interactive_addon_impression`	Interactive Add-on Impressions	`interactive_addon_impression`	Number of impressions with interactive add-ons displayed. Format: number.
`interactive_addon_destination_clicks`	Interactive Add-on Clicks	`interactive_addon_destination_clicks`	Number of clicks on interactive add-on destinations. Format: number.
`countdown_sticker_recall_clicks`	Countdown Sticker Clicks	`countdown_sticker_recall_clicks`	Number of clicks on countdown sticker reminders. Format: number.
`display_card_clicks`	Display Card Clicks	`display_card_clicks`	Number of clicks on display cards. Format: number.
`gift_code_sticker_claims`	Gift Code Claims	`gift_code_sticker_claims`	Number of gift codes claimed via sticker. Format: number.
`pop_out_showcase_clicks`	Pop-out Showcase Clicks	`pop_out_showcase_clicks`	Number of clicks on pop-out showcases. Format: number.
`super_like_count`	Super Likes	`super_like_count`	Number of super likes received. Format: number.
`voting_sticker_votes`	Voting Sticker Votes	`voting_sticker_votes`	Number of votes cast via voting sticker. Format: number.

offline (8)Link to this section

Key	Name	Field	Notes
`offline_shopping_events`	Offline Events	`offline_shopping_events`	Number of offline shopping events. Format: number.
`offline_shopping_events_value`	Offline Events Value	`offline_shopping_events_value`	Total value of offline events. Format: currency.
`cost_per_offline_shopping_event`	Cost per Offline Event	`cost_per_offline_shopping_event`	Average cost per offline event. Format: currency.
`offline_shopping_events_roas`	Offline ROAS	`offline_shopping_events_roas`	Return on ad spend for offline events. Format: ratio.
`offline_total_crm_events`	Offline CRM Events	`offline_total_crm_events`	Number of offline CRM events. Format: number.
`offline_contact_events`	Offline Contacts	`offline_contact_events`	Number of offline contact events. Format: number.
`offline_subscribe_events`	Offline Subscriptions	`offline_subscribe_events`	Number of offline subscription events. Format: number.
`offline_form_events`	Offline Form Submissions	`offline_form_events`	Number of offline form submission events. Format: number.

live (7)Link to this section

Key	Name	Field	Notes
`live_views`	LIVE Views	`live_views`	Total number of views on your LIVE stream. Format: number.
`live_unique_views`	LIVE Unique Views	`live_unique_views`	Number of unique viewers of your LIVE stream. Format: number.
`live_effective_views`	LIVE Effective Views	`live_effective_views`	Number of viewers who watched for at least 1 minute. Format: number.
`live_product_clicks`	LIVE Product Clicks	`live_product_clicks`	Number of product clicks during LIVE stream. Format: number.
`live_effective_views_cost`	Cost per LIVE Effective View	`live_effective_views_cost`	Average cost per effective LIVE view. Format: currency.
`live_followers`	LIVE Followers	`live_followers`	Number of new followers gained during LIVE. Format: number.
`live_gift_value`	LIVE Gift Value	`live_gift_value`	Total value of gifts received during LIVE. Format: currency.

clicks (5)Link to this section

Key	Name	Field	Notes
`engagements`	Engagements	`engagements`	Total number of engagements with your ad (likes, comments, shares, etc.) Format: number.
`clicks_on_music_disc`	Music Disc Clicks	`clicks_on_music_disc`	Number of clicks on the music disc in your ad. Format: number.
`anchor_clicks`	Anchor Clicks	`anchor_clicks`	Number of clicks on anchor elements in your ad. Format: number.
`real_time_app_install`	Real-Time App Installs	`real_time_app_install`	Real-time count of app installs (not de-duplicated) Format: number.
`real_time_app_install_cost`	Real-Time App Install Cost	`real_time_app_install_cost`	Average cost per real-time app install. Format: currency.

messaging (2)Link to this section

Key	Name	Field	Notes
`messaging_conversation_started`	Conversations Started	`messaging_conversation_started`	Number of messaging conversations started. Format: number.
`cost_per_messaging_conversation_started`	Cost per Conversation	`cost_per_messaging_conversation_started`	Average cost per conversation started. Format: currency.