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



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