Analytics

Metrics and Segmentation

This document is an overview of the metrics available from our Analytics for each entity type, as well as the available segmentation for each metrics.

  Metric Groups
Entity ENGAGEMENT BILLING VIDEO MEDIA WEB_CONVERSION MOBILE_CONVERSION LIFE_TIME_VALUE_MOBILE_CONVERSION
ACCOUNT ✔*            
FUNDING_INSTRUMENT ✔* ✔          
CAMPAIGN ✔ ✔ ✔ ✔ ✔ ✔ ✔
LINE_ITEM ✔ ✔ ✔ ✔ ✔ ✔ ✔
PROMOTED_TWEET ✔ ✔ ✔ ✔ ✔ ✔ ✔
ORGANIC_TWEET ✔   ✔
        

*Some metrics in the ENGAGEMENT metrics family are not available at the account and funding instrument level. See the ENGAGEMENT section for details.

Available Metrics by Metrics Group

ENGAGEMENT

Metric Description Segmentation Available Data Type Available for Account / Funding Instrument
engagements Total number of engagements ✔ Array of ints ✔
impressions Total number of impressions ✔ Array of ints ✔
retweets Total number of retweets ✔ Array of ints ✔
replies Total number of replies ✔ Array of ints ✔
likes Total number of likes ✔ Array of ints ✔
follows Total number of follows ✔ Array of ints ✔
card_engagements Total number of card engagements ✔ Array of ints  
clicks Total number of clicks, including favorites and other engagements ✔ Array of ints  
app_clicks Number of app install or app open attempts ✔ Array of ints  
url_clicks Number of clicks on linked URLs ✔ Array of ints  
qualified_impressions Total number of qualified impressions ✔ Array of ints  

BILLING

Metric Description Segmentation Available Data Type
billed_engagements Total number of billed engagements ✔ Array of ints
billed_charge_local_micro Total spend in micros ✔ Array of ints

VIDEO

Notice about video metrics definition changes:

The video_total_views metric within the VIDEO metrics group will report on any views which are at least 50% in-view for 2 seconds, as per the MRC standard. This will align its returned values to the existing video_mrc_views metric in the API. Data for this new metric definition can be retrieved for time ranges starting from 2015-12-01. This MRC view definition will be used as the default bid_unit for Video View campaigns.

Our original video view definition of 100% in view for at least 3 seconds will continue to be available as a new video_3s100pct_views metric in the VIDEO metrics group. To continue to bid and be charged based on the original view definition, use the newly available VIEW_3S_100PCT bid_unit.

Metric Description Segmentation Available Data Type
video_total_views Total number of video views ✔ Array of ints
video_views_25 Total number of views where at least 25% of the video was viewed. ✔ Array of ints
video_views_50 Total number of views where at least 50% of the video was viewed. ✔ Array of ints
video_views_75 Total number of views where at least 75% of the video was viewed. ✔ Array of ints
video_views_100 Total number of views where at least 100% of the video was viewed. ✔ Array of ints
video_cta_clicks Total clicks on the call to action ✔ Array of ints
video_content_starts Total number of video playback starts ✔ Array of ints
video_mrc_views Total number of views according to Media Rating Council guidelines ✔ Array of ints
video_3s100pct_views Total number of views where at least 3 seconds were played while 100% in view (legacy video_total_views) ✔ Array of ints

MEDIA

Metric Description Segmentation Available Data Type
media_views Total number of views (autoplay and click) of media across Videos, Vines, GIFs, and Images. ✔ Array of ints
media_engagements Total number of clicks of media across Videos, Vines, GIFs, and Images. ✔ Array of ints

WEB_CONVERSION

Metric Description Segmentation Available Data Type
conversion_purchases Number of conversions of type PURCHASE and the corresponding sale amount and order quantity PLATFORMS only JSON object
conversion_sign_ups Number of conversions of type SIGN_UP and the corresponding sale amount and order quantity PLATFORMS only JSON object
conversion_site_visits Number of conversions of type SITE_VISIT and the corresponding sale amount and order quantity PLATFORMS only JSON object
conversion_downloads Number of conversions of type DOWNLOAD and the corresponding sale amount and order quantity PLATFORMS only JSON object
conversion_custom Number of conversions of type CUSTOM and the corresponding sale amount and order quantity PLATFORMS only JSON object

MOBILE_CONVERSION

Mobile conversion stats are available only to advertiser accounts enabled for MACT.

Metric Description Segmentation Available Data Type
mobile_conversion_spent_credits Breakdown of mobile conversions of type SPENT_CREDIT by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_installs Breakdown of mobile conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_content_views Breakdown of mobile conversions of type CONTENT_VIEW by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
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 ✔ JSON object
mobile_conversion_checkouts_initiated Breakdown of mobile conversions of type CHECKOUT_INITIATED by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_reservations Breakdown of mobile conversions of type RESERVATION by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_tutorials_completed Breakdown of mobile conversions of type TUTORIAL_COMPLETED by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_achievements_unlocked Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_searches Breakdown of mobile conversions of type SEARCH by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
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 ✔ JSON object
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 ✔ JSON object
mobile_conversion_re_engages Breakdown of mobile conversions of type RE_ENGAGE by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_shares Breakdown of mobile conversions of type SHARE by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_rates Breakdown of mobile conversions of type RATE by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_logins Breakdown of mobile conversions of type LOGIN by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_updates Breakdown of mobile conversions of type UPDATE by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_levels_achieved Breakdown of mobile conversions of type LEVEL_ACHIEVED by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_invites Breakdown of mobile conversions of type INVITE by post_view, post_engagement, assisted, order_quantity, and sale_amount ✔ JSON object
mobile_conversion_key_page_views Breakdown of mobile conversions of type KEY_PAGE_VIEW by post_view and post_engagement ✔ JSON object

LIFE_TIME_VALUE_MOBILE_CONVERSION

Lifetime mobile conversion stats are available only to advertiser accounts enabled for MACT.

Metric Description Segmentation Available Data Type
mobile_conversion_lifetime_value_purchases Breakdown of mobile conversions of type PURCHASE   JSON object
mobile_conversion_lifetime_value_sign_ups Breakdown of mobile conversions of type SIGN_UP   JSON object
mobile_conversion_lifetime_value_updates Breakdown of mobile conversions of type UPDATE   JSON object
mobile_conversion_lifetime_value_tutorials_completed Breakdown of mobile conversions of type TUTORIAL_COMPLETED   JSON object
mobile_conversion_lifetime_value_reservations Breakdown of mobile conversions of type RESERVATION   JSON object
mobile_conversion_lifetime_value_add_to_carts Breakdown of mobile conversions of type ADD_TO_CART   JSON object
mobile_conversion_lifetime_value_add_to_wishlists Breakdown of mobile conversions of type ADD_TO_WISHLIST   JSON object
mobile_conversion_lifetime_value_checkouts_initiated Breakdown of mobile conversions of type CHECKOUT_INITIATED   JSON object
mobile_conversion_lifetime_value_levels_achieved Breakdown of mobile conversions of type LEVEL_ACHIEVED   JSON object
mobile_conversion_lifetime_value_achievements_unlocked Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED   JSON object
mobile_conversion_lifetime_value_shares Breakdown of mobile conversions of type SHARE   JSON object
mobile_conversion_lifetime_value_invites Breakdown of mobile conversions of type INVITE   JSON object
mobile_conversion_lifetime_value_payment_info_additions Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION   JSON object
mobile_conversion_lifetime_value_spent_credits Breakdown of mobile conversions of type SPENT_CREDIT   JSON object
mobile_conversion_lifetime_value_rates Breakdown of mobile conversions of type RATE   JSON object

Segmentation

Segmentation reporting allows the retrieval of metrics broken out by the values of a given targeting type. Segmentation is only available through asynchronous analytics queries due to their significant added complexity.

Some segmentation types require additional parameters to be passed in. These are documented below.

Segmentation Type country param required platform param required
AGE    
APP_STORE_CATEGORY    
CITIES ✔  
CONVERSION_TAGS    
DEVICES   ✔
EVENTS    
GENDER    
INTERESTS    
KEYWORDS    
LANGUAGES    
LOCATIONS    
PLATFORMS    
PLATFORM_VERSIONS   ✔
POSTAL_CODES ✔  
REGIONS ✔  
SIMILAR_TO_FOLLOWERS_OF_USER    
TV_SHOWS