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  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.

Legacy Instagram ads Page metrics in Impact
Metric name in InstagramMetric name in ImpactDefinition
Page LikesFansThe number of likes of your Facebook Page attributed to your ads
-LikesThe number of likes on your Page's posts as a result of your ad
-UnlikeNumber of unlikes on your Page attributed to your ads
Post ReactionsReactionsThe number of reactions on your ads
FrequencyFrequencyThe 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
ImpressionsImpressionsThe number of times your ads were viewed. Can include multiple views by the same people
-Social ImpressionsThe 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
ReachReachThe number of unique people who saw your ads at least once
-Social ReachThe 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 ReachedCPP (Cost Per Reach)The average cost to reach 1,000 unique people
Mobile App Achievements UnlockedAchievement Unlocked (MobileThe number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads
-App StoryThe number of actions related to the desktop app story that were recorded as app events and attributed to your ads
Desktop App UsesApp UseThe number of uses of your desktop app that were recorded as app events and attributed to your ads
-Canvas App EngagementThe 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 InstallsThe 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 ViewsContent 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 EventsCustom 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 CompletedLevel Achieved (Mobile)The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads
-Mobile App EngagementThe number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads
Page EngagementPage EngagementsThe total number of actions that people took on your Page and its posts, attributed to your ads
-Page Tab ViewThe number of views of tabs on your Facebook Page attributed to your ads
Photo ViewsPhoto ViewsThe 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 EngagementPost EngagementsThe 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 SubmittedRate (Mobile)The number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads
Event ResponsesRSVPThe number of people who responded Interested or Going to your Facebook event as a result of your ad
Mobile App SearchesSearch (Mobile)The number of searches in your mobile app that were recorded as app events and attributed to your ads
Website SearchesSearches (Pixel)The number of search events tracked by the pixel on your website and attributed to your ads
-Total Action ValueThe total value returned from all actions that may include engagement, clicks or conversions
-Total ActionsThe total number of all actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions
-Total Unique ActionsThe total number of people who performed actions attributed to your ads that may include engagement, clicks or conversions
Mobile App Tutorials CompletedTutorial Completion (Mobile)The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads
Video PlaysVideo PlaysThe number of times your ad's video starts to play
Website Content ViewsViews Content (Pixel)The number of view content events tracked by the pixel on your website and attributed to your ads
-VoteNumber of votes on your Page attributed to your ad
Post CommentsCommentsThe number of comments on your ads
Post SharesSharesThe number of shares of your ads
Unique App ActivationsActivate App (Mobile)The number of people who performed app activations
Mobile App Adds of Payment InfoAdd 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 InfoAdds Payment Info (Pixel)The number of add payment info events tracked by the pixel on your website and attributed to your ads
Adds to CartAdd To Cart (Conversion)The number of add to cart events attributed to your ads
Mobile App Adds to CartAdd 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 WishlistAdd 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 WishlistAdds To Wishlist (Pixel)The number of add to wishlist events tracked by the pixel on your website and attributed to your ads
Check-InsCheckinThe number of check-ins to your Page attributed to your ads
Mobile App Registrations CompletedComplete Registration (Mobile)The number of registrations in your mobile app that were recorded as app events and attributed to your ads
Mobile App Credits SpentSpent 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 InitiatedInitiated Checkout (Mobile)The number of checkouts started in your mobile app that were recorded as app events and attributed to your ads
Website LeadsLeads (Pixel)The number of lead events tracked by the pixel on your website and attributed to your ads
Mobile App InstallsMobile App InstallsThe number of installs of your mobile app that were recorded as app events and attributed to your ads
-Receive OfferThe number of clicks on receive offer links
Registrations CompletedRegistration (Site Conversion)The number of registration events attributed to your ads
Link ClicksLink ClicksThe number of link clicks on any area of the ad that leads to destinations or experiences, on or off Facebook
Clicks (All)ClicksThe number of clicks on your ads
-Social ClicksThe 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 ClicksThe 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 CTRThe 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 ClicksThe 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 ClicksWebsite ClicksNumber of clicks to your website from your ads
Outbound CTR (Click-Through Rate)Website CTRThe percentage of times people saw your ad and performed a click to your website
CPC (All)Cost per ClickThe average cost to generate a click
-Cost per Unique ClickThe average cost to get clicks from unique people
CTR (Link Click-Through Rate)CTRThe 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 PurchasesPurchase (Mobile)The number of purchases made in your mobile app that were recorded as app events and attributed to your ads
Website PurchasesPurchases (Pixel)The number of purchase events tracked by the pixel on your website and attributed to your ads
Amount SpentSpendThe amount of money you've spent on your campaign, ad set or ad during its schedule
-TransactionsThe total number of ecommerce transactions
(This metric will only populate if Google Analytics is connected to Impact)
-Ecommerce RevenueThe total sale revenue (excluding shipping and tax) from transactions
(This metric will only populate if Google Analytics is connected to Impact)
-Goal Completions AllThe 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 AllThe 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 ViewsThe 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 SessionsThe 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 VisitsThe 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.

Legacy Instagram ads post metrics in Impact
Metric name in InstagramMetric name in ImpactDefinition
Page LikesFansThe number of likes of your Facebook Page attributed to your ads
-LikesThe number of likes on your Page's posts as a result of your ad
-UnlikeNumber of unlikes on your Page attributed to your ads
Post ReactionsPost ReactionsThe number of reactions on your ads
FrequencyFrequencyThe 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
ImpressionsImpressionsThe number of times your ads were viewed. Can include multiple views by the same people
-Social ImpressionsThe 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
ReachReachThe number of unique people who saw your ads at least once
-Social ReachThe 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 ReachedCost Per ReachThe average cost to reach 1,000 unique people
-App StoryThe number of actions related to the desktop app story that were recorded as app events and attributed to your ads
Desktop App UsesApp UseThe number of uses of your desktop app that were recorded as app events and attributed to your ads
-Canvas App EngagementThe 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 InstallsThe 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 EventsCustom Event (Mobile)The number of custom events in your mobile app that were recorded as app events and attributed to your ads
Page EngagementPage EngagementsThe total number of actions that people took on your Page and its posts, attributed to your ads
Photo ViewsPhoto ViewsThe 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 EngagementPost EngagementsThe 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 ValueThe total value of all conversions attributed to your ads
-Total ActionsThe total number of actions people took that are attributed to your ads. Actions may include engagement, clicks, or conversions
-Total Unique ActionsThe number of people who took an action that was attributed to your ads. This metric is estimated by Facebook
Video PlaysVideo PlaysThe number of times your video starts to play. Counted for each impression, and excludes replays
-Video ViewsNumber of times your video was viewed for more than 3 seconds
Cost per ThruPlayCost Per Completed Video ViewThe average cost for each view to the video's completion, or for at least 15 seconds
-Cost Per Video ViewThe average cost for each play of your ad's video
Video Plays at 100%Video Views Completed To 100The 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 30sThe 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 CommentsCommentsThe number of comments on your ads
Post SharesSharesThe number of shares of your ads
-Cost Per ShareThe average cost for each share of your ad
-EngagementsEngagements = Shares + Comments
Cost Per Post EngagementCost Per EngagementThe average cost for each post engagement
Mobile App Achievements UnlockedAchievement Unlocked (MobileThe number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads
Unique App ActivationsActivate App (Mobile)The number of people who performed app activations
Mobile App Adds of Payment InfoAdd 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 CartAdd To Cart (Conversion)The number of add to cart events attributed to your ads
Mobile App Adds to CartAdd 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 WishlistAdd 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-InsCheckinThe number of check-ins to your Page attributed to your ads
Mobile App Checkouts InitiatedInitiated 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 CompletedComplete Registration (Mobile)The number of registrations in your mobile app that were recorded as app events and attributed to your ads
Mobile App Content ViewsContent 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 CompletedLevel Achieved (Mobile)The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads
-Mobile App EngagementThe number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads
Mobile App InstallsMobile App InstallsThe 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 ViewThe number of views of tabs on your Facebook Page attributed to your ads
Mobile App PurchasesPurchase (Mobile)The number of purchases made in your mobile app that were recorded as app events and attributed to your ads
Mobile App Ratings SubmittedRate (Mobile)The number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads
-Receive OfferThe number of clicks on receive offer links
Registrations CompletedRegistration (Site Conversion)The number of registration events attributed to your ads
Event ResponsesRSVPThe number of people who responded Interested or Going to your Facebook event as a result of your ad
Mobile App SearchesSearch (Mobile)The number of searches in your mobile app that were recorded as app events and attributed to your ads
Mobile App Credits SpentSpent 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 CompletedTutorial Completion (Mobile)The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads
-VoteNumber of votes on your Page attributed to your ad
Outbound ClicksWebsite ClicksNumber of clicks to your website from your ads
Clicks (All)ClicksThe number of clicks on your ads
Unique Clicks (All)Unique ClicksThe 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 ClicksLink ClicksThe number of link clicks on any area of the ad that leads to destinations or experiences, on or off Facebook
-Social ClicksThe 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 ClicksThe 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 ClickThe average cost for each link click
CPC (All)CpcThe 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 ConversionsThe total number of conversions attributed to your ads
Amount SpentSpendThe amount of money you've spent on your campaign, ad set or ad during its schedule

  Return to the full list of metrics available in Impact

 

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