Derived Metrics

Campaign metrics depend on their campaign objective. Use this guide to determine how to calculcate derived metrics for use based on the objectives in place.

Any metric without curly brackets is one that is returned by the Ads API analytics endpoints. Any name surrounded by {curley brackets} indicates a derived metric for that category.

ENGAGEMENTS

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{Total Engagements}	`promoted_account_follows + promoted_tweet_search_engagements + promoted_tweet_timeline_engagements + promoted_tweet_profile_engagements` or `promoted_account_follows + promoted_tweet_search_clicks + promoted_tweet_search_replies + promoted_tweet_search_retweets + promoted_tweet_search_follows + promoted_tweet_timeline_clicks + promoted_tweet_timeline_replies + promoted_tweet_timeline_retweets + promoted_tweet_timeline_follows + promoted_tweet_profile_clicks + promoted_tweet_profile_replies + promoted_tweet_profile_retweets + promoted_tweet_profile_follows`
{Engagement Rate}	`{Total Engagements} / {Impressions}`
{CPE}	`billed_charge_local_micro / {Total Engagements}`
{Media Views}	`promoted_tweet_timeline_media_views + promoted_tweet_search_media_views + promoted_tweet_profile_media_views`
{Media View Rate}	`{Media Views} / {Impressions}`

WEBSITE_CLICKS

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{Link Clicks}	`promoted_tweet_search_url_clicks + promoted_tweet_timeline_url_clicks + promoted_tweet_profile_url_clicks`
{Click Rate}	`{Link Clicks} / {Impressions}`
{CPLC}	`billed_charge_local_micro / {Link Clicks}`
{Conversion}	`conversion_site_visits`
{Conversion Rate}	`conversion_site_visits / {Impressions}`
{CPA}	`billed_charge_local_micro / conversion_site_visits`

APP_INSTALLS and APP_ENGAGEMENTS

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_tweet_search_impressions + promoted_tweet_timeline_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{App Clicks}	`promoted_tweet_app_install_attempts + promoted_tweet_app_open_attempts + promoted_tweet_timeline_url_clicks + promoted_tweet_search_url_clicks`
{App Click Rate}	`{App Clicks} / {Impressions}`
{CPAC}	`billed_charge_local_micro / {App Clicks}`
{CPI}	`billed_charge_local_micro / mobile_conversion_installs`

FOLLOWERS

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_account_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{Followers}	`promoted_account_follows`
{Follow Rate}	`promoted_account_follow_rate`
{CPF}	`billed_charge_local_micro / promoted_account_follows`
{Media Views}	`promoted_tweet_timeline_media_views + promoted_tweet_search_media_views + promoted_tweet_profile_media_views`
{Media View Rate}	`{Media Views} / {Impressions}`

LEAD_GENERATION

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{Leads}	`promoted_tweet_search_card_engagements + promoted_tweet_timeline_card_engagements + promoted_tweet_profile_card_engagements`
{Lead Rate}	`{Leads} / {Impressions}`
{Cost Per Lead}	`billed_charge_local_micro / {Leads}`

VIDEO_VIEWS

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{Video Views}	`promoted_video_total_views`
{Video Rate}	`promoted_video_total_views / {Impressions}`
{Cost Per View}	`billed_charge_local_micro / promoted_video_total_views`

QUALIFIED_IMPRESSIONS

Derived Metric	Exposed Metric Calculation
{Impressions}	`promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions`
{CPM}	`billed_charge_local_micro / {Impressions} / 1000`
{Qualified Impressions}	`promoted_tweet_timeline_qualified_impressions + promoted_tweet_search_qualified_impressions + promoted_tweet_profile_qualified_impressions`
{Qualified Impression Rate}	`{Qualified Impressions} / {Impressions}`
{Cost Per 1000 Qualified Impressions }	`billed_charge_local_micro / {Qualified Impressions} / 1000`

CUSTOM

For placement_type of PROMOTED_ACCOUNT see the FOLLOWERS objective above. For all other placements with this objective, see ENGAGEMENTS for the corresponding derived metrics.