Twitter Ads: what metrics are included in each metric group?
Engagement
| Metric | Description |
| engagements | Total number of engagements |
| impressions | Total number of impressions |
| retweets | Total number of retweets |
| replies | Total number of replies |
| likes | Total number of likes |
| follows | Total number of follows |
| card_engagements | Total number of card engagements |
| clicks | Total number of clicks, including favorites and other engagements |
| app_clicks | Number of app install or app open attempts |
| url_clicks | Total clicks on the link or Website Card in an ad, including earned. |
| qualified_impressions | Total number of qualified impressions |
| carousel_swipes | Total swipes on Carousel images or videos |
Billing
| Metric | Description |
| billed_engagements |
Total number of billed engagements
|
| billed_charge_local_micro |
Total spend
|
Video
| Metric | Description |
| video_total_views | Total number of video views |
| video_views_25 | Total number of views where at least 25% of the video was viewed. |
| video_views_50 | Total number of views where at least 50% of the video was viewed. |
| video_views_75 | Total number of views where at least 75% of the video was viewed. |
| video_views_100 | Total number of views where at least 100% of the video was viewed. |
| video_cta_clicks | Total clicks on the call to action |
| video_content_starts | Total number of video playback starts |
| video_3s100pct_views |
Total number of views where at least 3 seconds were played while 100% in view (legacy video_total_views)
|
| video_6s_views | Total number of views where at least 6 seconds of the video was viewed |
| video_15s_views |
Total number of views where at least 15 seconds of the video or for 95% of the total duration was viewed
|
Media
| Metric | Description |
| media_views |
Total number of views (autoplay and click) of media across Videos, Vines, GIFs, and Images.
|
| media_engagements | Total number of clicks of media across Videos, Vines, GIFs, and Images. |
Web conversion
| Metric | Description |
| conversion_purchases |
Number of conversions of type PURCHASE and the corresponding sale amount and order quantity
|
| conversion_sign_ups |
Number of conversions of type SIGN_UP and the corresponding sale amount and order quantity
|
| conversion_site_visits |
Number of conversions of type SITE_VISIT and the corresponding sale amount and order quantity
|
| conversion_downloads |
Number of conversions of type DOWNLOAD and the corresponding sale amount and order quantity
|
| conversion_custom |
Number of conversions of type CUSTOM and the corresponding sale amount and order quantity
|
Mobile conversions
| Metric | Description |
| mobile_conversion_spent_credits |
Breakdown of mobile conversions of type SPENT_CREDIT by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_installs |
Breakdown of mobile conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_content_views |
Breakdown of mobile conversions of type CONTENT_VIEW by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_add_to_wishlists |
Breakdown of mobile conversions of type ADD_TO_WISHLIST by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_checkouts_initiated |
Breakdown of mobile conversions of type CHECKOUT_INITIATED by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_reservations |
Breakdown of mobile conversions of type RESERVATION by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_tutorials_completed |
Breakdown of mobile conversions of type TUTORIAL_COMPLETED by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_achievements_unlocked |
Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_searches |
Breakdown of mobile conversions of type SEARCH by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_add_to_carts |
Breakdown of mobile conversions of type ADD_TO_CART by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_payment_info_additions |
Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_re_engages |
Breakdown of mobile conversions of type RE_ENGAGE by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_shares |
Breakdown of mobile conversions of type SHARE by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_rates |
Breakdown of mobile conversions of type RATE by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_logins |
Breakdown of mobile conversions of type LOGIN by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_updates |
Breakdown of mobile conversions of type UPDATE by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_levels_achieved |
Breakdown of mobile conversions of type LEVEL_ACHIEVED by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_invites |
Breakdown of mobile conversions of type INVITE by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_key_page_views |
Breakdown of mobile conversions of type KEY_PAGE_VIEW by post_view and post_engagement
|
| mobile_conversion_downloads |
Breakdown of mobile conversions of type DOWNLOAD by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_purchases |
Breakdown of mobile conversions of type PURCHASE by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_sign_ups |
Breakdown of mobile conversions of type SIGN_UP by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
| mobile_conversion_site_visits |
Breakdown of mobile conversions of type SITE_VISIT by post_view, post_engagement, assisted, order_quantity, and sale_amount
|
Lifetime mobile conversions
| Metric | Description |
| mobile_conversion_lifetime_value_purchases | Breakdown of mobile conversions of type PURCHASE |
| mobile_conversion_lifetime_value_sign_ups | Breakdown of mobile conversions of type SIGN_UP |
| mobile_conversion_lifetime_value_updates | Breakdown of mobile conversions of type UPDATE |
| mobile_conversion_lifetime_value_tutorials_completed | Breakdown of mobile conversions of type TUTORIAL_COMPLETED |
| mobile_conversion_lifetime_value_reservations | Breakdown of mobile conversions of type RESERVATION |
| mobile_conversion_lifetime_value_add_to_carts | Breakdown of mobile conversions of type ADD_TO_CART |
| mobile_conversion_lifetime_value_add_to_wishlists | Breakdown of mobile conversions of type ADD_TO_WISHLIST |
| mobile_conversion_lifetime_value_checkouts_initiated | Breakdown of mobile conversions of type CHECKOUT_INITIATED |
| mobile_conversion_lifetime_value_levels_achieved | Breakdown of mobile conversions of type LEVEL_ACHIEVED |
| mobile_conversion_lifetime_value_achievements_unlocked | Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED |
| mobile_conversion_lifetime_value_shares | Breakdown of mobile conversions of type SHARE |
| mobile_conversion_lifetime_value_invites | Breakdown of mobile conversions of type INVITE |
| mobile_conversion_lifetime_value_payment_info_additions | Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION |
| mobile_conversion_lifetime_value_spent_credits | Breakdown of mobile conversions of type SPENT_CREDIT |
| mobile_conversion_lifetime_value_rates | Breakdown of mobile conversions of type RATE |