Metrics by Objective
Which metrics are applicable for an entity depends on the campaign objective. Use this guide to determine the relevant metric groups to fetch for each objective type, as well as how additional derived metrics can be calculated.
ENGAGEMENTS
Relevant metric groups:ENGAGEMENT and BILLING. MEDIA is also applicable if media is used in creatives.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| Engagement Rate | engagements/impressions |
| CPE | billed_charge_local_micro/engagements |
| Media View Rate | media_views/impressions |
WEBSITE_CLICKS and WEBSITE_CONVERSIONS
Relevant metric groups:ENGAGEMENT, BILLING, and WEB_CONVERSION. MEDIA is also applicable if media is used in creatives.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| CPM | billed_charge_local_micro/impressions/1000 |
| Click Rate | clicks/impressions |
| CPLC | billed_charge_local_micro/clicks |
| Total Conversions | conversion_custom + conversion_site_visits + conversion_sign_ups + conversion_downloads + conversion_purchases |
| Conversion Rate | Total Conversions / impressions |
| CPA | billed_charge_local_micro / Total Conversions |
APP_INSTALLS and APP_ENGAGEMENTS
Relevant metric groups:ENGAGEMENT, BILLING, MOBILE_CONVERSION, and LIFE_TIME_VALUE_MOBILE_CONVERSION. MEDIA and VIDEO are also applicable if media or video app card is used in creatives.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| CPM | billed_charge_local_micro/impressions/1000 |
| App Click Rate | app_clicks/impressions |
| CPAC | billed_charge_local_micro/app_clicks |
| CPI | billed_charge_local_micro/mobile_conversion_installs |
FOLLOWERS
Relevant metric groups:ENGAGEMENT and BILLING. MEDIA is also applicable if media is used in creatives.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| CPM | billed_charge_local_micro/impressions/1000 |
| Follow Rate | follows/impressions |
| CPF | billed_charge_local_micro/follows |
| Media View Rate | media_views/impressions |
LEAD_GENERATION
Relevant metric groups:ENGAGEMENT and BILLING. MEDIA is also applicable if media is used in creatives.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| CPM | billed_charge_local_micro/impressions/1000 |
| Leads | card_engagements |
| Lead Rate | card_engagements/impressions |
| Cost Per Lead | billed_charge_local_micro/card_engagements |
VIDEO_VIEWS
Relevant metric groups:ENGAGEMENT, BILLING, and VIDEO.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| CPM | billed_charge_local_micro/impressions/1000 |
| Video Rate | video_total_views/impressions |
| Cost Per View | billed_charge_local_micro/video_total_views |
VIDEO_VIEWS_PREROLL
Relevant metric groups:ENGAGEMENT, BILLING, and VIDEO.
| Derived Metric | Exposed Metric Calculation |
|---|---|
| CPM | billed_charge_local_micro/impressions/1000 |
| Video Rate | video_total_views/impressions |
| Cost Per View | billed_charge_local_micro/video_total_views |