# TikTok Ads metrics

> Every metric you can request on TikTok Ads through an AI assistant: 277 in total, 26 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) / [TikTok Ads](https://www.getmcpads.com/docs/sources/tiktok-ads)

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.

> **Note** 26 of these are computed by the gateway rather than returned by TikTok Ads. Each one shows how it is derived, so it is never presented as an official platform figure.

## app (68)

| 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)

| 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)

| 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: `(videoViews / impressions) * 100`. Format: percentage. |
| `thumbstopRate` | Thumbstop Rate | computed here | Percentage of impressions that resulted in video plays (Video Plays / Impressions x 100) Calculated: `(videoPlays / impressions) * 100`. Format: percentage. |
| `holdRate` | Hold Rate | computed here | Percentage of users who reached 25% and continued to 50% (P50 / P25 x 100) Calculated: `(video_p50 / video_p25) * 100`. Format: percentage. |
| `completionRate` | Completion Rate | computed here | Percentage of users who reached 25% and completed the video (P100 / P25 x 100) Calculated: `(video_p100 / video_p25) * 100`. Format: percentage. |
| `engagementRate` | Engagement Rate | computed here | Percentage of impressions that resulted in engagement (Engagements / Impressions x 100) Calculated: `(engagements / impressions) * 100`. Format: percentage. |
| `aov` | Average Order Value (App) | computed here | Average Order Value for app events (Total Purchase Value / Purchase Count) Calculated: `revenue / purchases`. Format: currency. |
| `aovWebsite` | Average Order Value (Website) | computed here | Average Order Value for website events (Total Payment Value / Complete Payments) Calculated: `purchaseValue / purchases`. 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: `(addToCart / linkClicks) * 100`. 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: `(purchases / addToCart) * 100`. Format: percentage. |
| `clickToPurchaseRatio` | Click to Purchase Ratio | computed here | Percentage of clicks that resulted in purchase (Purchase / Clicks x 100) Calculated: `(purchases / linkClicks) * 100`. Format: percentage. |
| `likeRate` | Like Rate | computed here | Percentage of impressions that resulted in likes (Likes / Impressions x 100) Calculated: `(postReactions / impressions) * 100`. Format: percentage. |
| `commentRate` | Comment Rate | computed here | Percentage of impressions that resulted in comments (Comments / Impressions x 100) Calculated: `(comments / impressions) * 100`. 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: `shopPurchaseValue / shopPurchases`. Format: currency. |
| `videoP25Rate` | Video P25 Rate | computed here | Percentage of impressions that reached 25% of video (P25 / Impressions x 100) Calculated: `(video_p25 / impressions) * 100`. Format: percentage. |
| `videoP50Rate` | Video P50 Rate | computed here | Percentage of impressions that reached 50% of video (P50 / Impressions x 100) Calculated: `(video_p50 / impressions) * 100`. Format: percentage. |
| `videoP75Rate` | Video P75 Rate | computed here | Percentage of impressions that reached 75% of video (P75 / Impressions x 100) Calculated: `(video_p75 / impressions) * 100`. Format: percentage. |
| `videoP100Rate` | Video P100 Rate | computed here | Percentage of impressions that completed video (P100 / Impressions x 100) Calculated: `(video_p100 / impressions) * 100`. Format: percentage. |
| `dropOffP25ToP50` | Drop-off P25->P50 | computed here | Percentage of viewers that dropped off between 25% and 50% (100 - Hold Rate) Calculated: `(1 - video_p50 / video_p25) * 100`. Format: percentage. |
| `dropOffP50ToP75` | Drop-off P50->P75 | computed here | Percentage of viewers that dropped off between 50% and 75%. Calculated: `(1 - video_p75 / video_p50) * 100`. Format: percentage. |
| `dropOffP75ToP100` | Drop-off P75->P100 | computed here | Percentage of viewers that dropped off between 75% and 100%. Calculated: `(1 - video_p100 / video_p75) * 100`. Format: percentage. |
| `costPerEngagement` | Cost per Engagement | computed here | Average cost per engagement action (Spend / Engagements) Calculated: `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)

| 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)

| 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)

| 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)

| 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)

| 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)

| 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. |

## social (9)

| 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)

| 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)

| 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)

| 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)

| 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)

| 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)

| 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. |

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