Article updated: April 29, 2022
Legacy Instagram Ads metrics in Impact
Instagram Ad metrics help you figure out how your ads are doing on Instagram. This article goes over the legacy Instagram Ad metrics available in Impact. Looking for recent metrics? Go to Instagram metrics available in Impact. Use CTRL+F (CMD +F on Mac) to search content in this article.
Legacy Instagram Ads Page metrics
Learn more about Page-level and post-level metrics.
| Metric name in Instagram | Metric name in Impact | Definition |
|---|---|---|
| Page Likes | Fans | The number of likes of your Facebook Page attributed to your ads |
| - | Likes | The number of likes on your Page's posts as a result of your ad |
| - | Unlike | Number of unlikes on your Page attributed to your ads |
| Post Reactions | Reactions | The number of reactions on your ads |
| Frequency | Frequency | The average number of times each person saw your ad. Monitor frequency against results and relevance to ensure the same people aren't seeing the ad too often. This metric is estimated by Facebook |
| Impressions | Impressions | The number of times your ads were viewed. Can include multiple views by the same people |
| - | Social Impressions | The number of times your ad was seen displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| CPM (Cost per 1,000 Impressions) | CPM (Cost Per 1k Impressions) | The average cost to generate 1,000 impressions |
| Reach | Reach | The number of unique people who saw your ads at least once |
| - | Social Reach | The number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| Cost per 1,000 People Reached | CPP (Cost Per Reach) | The average cost to reach 1,000 unique people |
| Mobile App Achievements Unlocked | Achievement Unlocked (Mobile | The number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads |
| - | App Story | The number of actions related to the desktop app story that were recorded as app events and attributed to your ads |
| Desktop App Uses | App Use | The number of uses of your desktop app that were recorded as app events and attributed to your ads |
| - | Canvas App Engagement | The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads on mobile |
| - | Canvas App Installs | The number of installs of your mobile app that were recorded as app events and attributed to your ads. The metric counts when people opened your app for the first time |
| Mobile App Content Views | Content View (Mobile) | The number of content views in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Custom Events | Custom Event (Mobile) | The number of custom events in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Levels Completed | Level Achieved (Mobile) | The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads |
| - | Mobile App Engagement | The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads |
| Page Engagement | Page Engagements | The total number of actions that people took on your Page and its posts, attributed to your ads |
| - | Page Tab View | The number of views of tabs on your Facebook Page attributed to your ads |
| Photo Views | Photo Views | The number of views of photos on your Page or posts that are attributed to your ads. Photo views are counted when people click on photos to view them |
| Post Engagement | Post Engagements | The total number of actions that people take involving your ads. Include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link |
| Mobile App Ratings Submitted | Rate (Mobile) | The number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads |
| Event Responses | RSVP | The number of people who responded Interested or Going to your Facebook event as a result of your ad |
| Mobile App Searches | Search (Mobile) | The number of searches in your mobile app that were recorded as app events and attributed to your ads |
| Website Searches | Searches (Pixel) | The number of search events tracked by the pixel on your website and attributed to your ads |
| - | Total Action Value | The total value returned from all actions that may include engagement, clicks or conversions |
| - | Total Actions | The total number of all actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions |
| - | Total Unique Actions | The total number of people who performed actions attributed to your ads that may include engagement, clicks or conversions |
| Mobile App Tutorials Completed | Tutorial Completion (Mobile) | The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads |
| Video Plays | Video Plays | The number of times your ad's video starts to play |
| Website Content Views | Views Content (Pixel) | The number of view content events tracked by the pixel on your website and attributed to your ads |
| - | Vote | Number of votes on your Page attributed to your ad |
| Post Comments | Comments | The number of comments on your ads |
| Post Shares | Shares | The number of shares of your ads |
| Unique App Activations | Activate App (Mobile) | The number of people who performed app activations |
| Mobile App Adds of Payment Info | Add Payment Info (Mobile) | The number of times payment info was added in your mobile app that were recorded as app events and attributed to your ads |
| Website Adds of Payment Info | Adds Payment Info (Pixel) | The number of add payment info events tracked by the pixel on your website and attributed to your ads |
| Adds to Cart | Add To Cart (Conversion) | The number of add to cart events attributed to your ads |
| Mobile App Adds to Cart | Add To Cart (Mobile) | The number of times items were added to a cart in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Adds to Wishlist | Add To Wishlist (Mobile) | The number of times items were added to a wishlist in your mobile app that were recorded as app events and attributed to your ads |
| Website Adds to Wishlist | Adds To Wishlist (Pixel) | The number of add to wishlist events tracked by the pixel on your website and attributed to your ads |
| Check-Ins | Checkin | The number of check-ins to your Page attributed to your ads |
| Mobile App Registrations Completed | Complete Registration (Mobile) | The number of registrations in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Credits Spent | Spent Credits (Mobile) | The number of credits spent in your mobile game app that were recorded as app events and attributed to your ads |
| - | Custom (Conversion) | The total value of all conversions attributed to your ads. The metric includes the sum of conversion value from conversions that were attributed to your ads. These may include conversions recorded by your pixel, app events, offline events or on-Facebook events |
| Mobile App Checkouts Initiated | Initiated Checkout (Mobile) | The number of checkouts started in your mobile app that were recorded as app events and attributed to your ads |
| Website Leads | Leads (Pixel) | The number of lead events tracked by the pixel on your website and attributed to your ads |
| Mobile App Installs | Mobile App Installs | The number of installs of your mobile app that were recorded as app events and attributed to your ads |
| - | Receive Offer | The number of clicks on receive offer links |
| Registrations Completed | Registration (Site Conversion) | The number of registration events attributed to your ads |
| Link Clicks | Link Clicks | The number of link clicks on any area of the ad that leads to destinations or experiences, on or off Facebook |
| Clicks (All) | Clicks | The number of clicks on your ads |
| - | Social Clicks | The number of clicks (all) on your ad when it was displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| Unique Clicks (All) | Unique Clicks | The number of people who performed a click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook |
| Unique CTR (All) | Unique CTR | The percentage of people who saw your ad and performed a unique click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook |
| - | Unique Social Clicks | The number of unique clicks when your ad was displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| Outbound Clicks | Website Clicks | Number of clicks to your website from your ads |
| Outbound CTR (Click-Through Rate) | Website CTR | The percentage of times people saw your ad and performed a click to your website |
| CPC (All) | Cost per Click | The average cost to generate a click |
| - | Cost per Unique Click | The average cost to get clicks from unique people |
| CTR (Link Click-Through Rate) | CTR | The percentage of times people saw your ads and performed a link click |
| - | Checkout (Site Conversion) | The number of checkout events tracked by the pixel on your website and attributed to your ads |
| Mobile App Purchases | Purchase (Mobile) | The number of purchases made in your mobile app that were recorded as app events and attributed to your ads |
| Website Purchases | Purchases (Pixel) | The number of purchase events tracked by the pixel on your website and attributed to your ads |
| Amount Spent | Spend | The amount of money you've spent on your campaign, ad set or ad during its schedule |
| - | Transactions | The total number of ecommerce transactions (This metric will only populate if Google Analytics is connected to Impact) |
| - | Ecommerce Revenue | The total sale revenue (excluding shipping and tax) from transactions (This metric will only populate if Google Analytics is connected to Impact) |
| - | Goal Completions All | The number of completions on your website for all goals defined in the profile (This metric will only populate if Google Analytics is connected to Impact) |
| - | Goal Values All | The total numeric value for all the goal completions on your website (This metric will only populate if Google Analytics is connected to Impact) |
| - | Website Page Views | The number of page views on your site originating from both paid and unpaid post links (This metric will only populate if Google Analytics is connected to Impact) |
| - | Website Sessions | The total number of sessions on your site originating from both paid and unpaid post links (This metric will only populate if Google Analytics is connected to Impact) |
| - | Website Visits | The number of visits to your website originating from both paid and unpaid post links (This metric will only populate if Google Analytics is connected to Impact) |
Legacy Instagram Ads post metrics
Learn more about Page-level and post-level metrics.
| Metric name in Instagram | Metric name in Impact | Definition |
|---|---|---|
| Page Likes | Fans | The number of likes of your Facebook Page attributed to your ads |
| - | Likes | The number of likes on your Page's posts as a result of your ad |
| - | Unlike | Number of unlikes on your Page attributed to your ads |
| Post Reactions | Post Reactions | The number of reactions on your ads |
| Frequency | Frequency | The average number of times each person saw your ad. Monitor frequency against results and relevance to ensure the same people aren't seeing the ad too often. This metric is estimated by Facebook |
| Impressions | Impressions | The number of times your ads were viewed. Can include multiple views by the same people |
| - | Social Impressions | The number of times your ad was seen displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| CPM (Cost per 1,000 Impressions) | CPM (Cost Per 1K Impressions) | The average cost to generate 1,000 impressions |
| Reach | Reach | The number of unique people who saw your ads at least once |
| - | Social Reach | The number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| Cost per 1,000 People Reached | Cost Per Reach | The average cost to reach 1,000 unique people |
| - | App Story | The number of actions related to the desktop app story that were recorded as app events and attributed to your ads |
| Desktop App Uses | App Use | The number of uses of your desktop app that were recorded as app events and attributed to your ads |
| - | Canvas App Engagement | The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads on mobile |
| - | Canvas App Installs | The number of installs of your mobile app that were recorded as app events and attributed to your ads. The metric counts when people opened your app for the first time |
| Mobile App Custom Events | Custom Event (Mobile) | The number of custom events in your mobile app that were recorded as app events and attributed to your ads |
| Page Engagement | Page Engagements | The total number of actions that people took on your Page and its posts, attributed to your ads |
| Photo Views | Photo Views | The number of views of photos on your Page or posts that are attributed to your ads. Photo views are counted when people click on photos to view them |
| Post Engagement | Post Engagements | The total number of actions that people take involving your ads. Include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link |
| - | Total Action Value | The total value of all conversions attributed to your ads |
| - | Total Actions | The total number of actions people took that are attributed to your ads. Actions may include engagement, clicks, or conversions |
| - | Total Unique Actions | The number of people who took an action that was attributed to your ads. This metric is estimated by Facebook |
| Video Plays | Video Plays | The number of times your video starts to play. Counted for each impression, and excludes replays |
| - | Video Views | Number of times your video was viewed for more than 3 seconds |
| Cost per ThruPlay | Cost Per Completed Video View | The average cost for each view to the video's completion, or for at least 15 seconds |
| - | Cost Per Video View | The average cost for each play of your ad's video |
| Video Plays at 100% | Video Views Completed To 100 | The number of times your video was played to 100% of its length, including plays that skipped to this point |
| Video Plays at 95% | Video Views Completed To 95% | The number of times your video was played to 95% of its length, including plays that skipped to this point |
| Video Plays at 75% | Video Views Completed To 75% | The number of times your video was played to 75% of its length, including plays that skipped to this point |
| Video Plays at 50% | Video Views Completed To 50% | The number of times your video was played to 50% of its length, including plays that skipped to this point |
| Video Plays at 25% | Video Views Completed To 25% | The number of times your video was played to 25% of its length, including plays that skipped to this point |
| - | Video Views Completed To 30s | The number of times your video was played to 97% of its length, or for an aggregate of at least 30 seconds, whichever happened first |
| Post Comments | Comments | The number of comments on your ads |
| Post Shares | Shares | The number of shares of your ads |
| - | Cost Per Share | The average cost for each share of your ad |
| - | Engagements | Engagements = Shares + Comments |
| Cost Per Post Engagement | Cost Per Engagement | The average cost for each post engagement |
| Mobile App Achievements Unlocked | Achievement Unlocked (Mobile | The number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads |
| Unique App Activations | Activate App (Mobile) | The number of people who performed app activations |
| Mobile App Adds of Payment Info | Add Payment Info (Mobile) | The number of times payment info was added in your mobile app that were recorded as app events and attributed to your ads |
| Adds to Cart | Add To Cart (Conversion) | The number of add to cart events attributed to your ads |
| Mobile App Adds to Cart | Add To Cart (Mobile) | The number of times items were added to a cart in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Adds to Wishlist | Add To Wishlist (Mobile) | The number of times items were added to a wishlist in your mobile app that were recorded as app events and attributed to your ads |
| Check-Ins | Checkin | The number of check-ins to your Page attributed to your ads |
| Mobile App Checkouts Initiated | Initiated Checkout (Mobile) | The number of checkouts started in your mobile app that were recorded as app events and attributed to your ads |
| - | Checkout (Site Conversion) | The number of checkout events tracked by the pixel on your website and attributed to your ads |
| Mobile App Registrations Completed | Complete Registration (Mobile) | The number of registrations in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Content Views | Content Views (Mobile) | The number of content views in your mobile app that were recorded as app events and attributed to your ads |
| - | Custom (Conversion) | The number of custom conversion events attributed to your ads |
| Mobile App Levels Completed | Level Achieved (Mobile) | The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads |
| - | Mobile App Engagement | The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads |
| Mobile App Installs | Mobile App Installs | The number of installs of your mobile app that were recorded as app events and attributed to your ads |
| - | Other (Conversion) | The number of other types of conversion events tracked by the pixel on your website and attributed to your ads |
| - | Page Tab View | The number of views of tabs on your Facebook Page attributed to your ads |
| Mobile App Purchases | Purchase (Mobile) | The number of purchases made in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Ratings Submitted | Rate (Mobile) | The number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads |
| - | Receive Offer | The number of clicks on receive offer links |
| Registrations Completed | Registration (Site Conversion) | The number of registration events attributed to your ads |
| Event Responses | RSVP | The number of people who responded Interested or Going to your Facebook event as a result of your ad |
| Mobile App Searches | Search (Mobile) | The number of searches in your mobile app that were recorded as app events and attributed to your ads |
| Mobile App Credits Spent | Spent Credits (Mobile) | The number of credits spent in your mobile game app that were recorded as app events and attributed to your ads |
| Mobile App Tutorials Completed | Tutorial Completion (Mobile) | The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads |
| - | Vote | Number of votes on your Page attributed to your ad |
| Outbound Clicks | Website Clicks | Number of clicks to your website from your ads |
| Clicks (All) | Clicks | The number of clicks on your ads |
| Unique Clicks (All) | Unique Clicks | The number of people who performed a click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook |
| Link Clicks | Link Clicks | The number of link clicks on any area of the ad that leads to destinations or experiences, on or off Facebook |
| - | Social Clicks | The number of clicks (all) on your ad when it was displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| - | Unique Social Clicks | The number of unique clicks when your ad was displayed with social information, which shows other Facebook friends who engaged with your Page or ad |
| CPC (Cost per Link Click) | Cost Per Link Click | The average cost for each link click |
| CPC (All) | Cpc | The average cost to generate a click. Clicks include link clicks, reactions, comments, clicks on media, and other engagement |
| CTR (Link Click-Through Rate) | Link CTR % | The percentage of times people saw your ads and performed a link click |
| - | Total Conversions | The total number of conversions attributed to your ads |
| Amount Spent | Spend | The amount of money you've spent on your campaign, ad set or ad during its schedule |
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