Article updated: August 11, 2023
Twitter ad metrics
Twitter ad metrics help you figure out your Twitter ads and campaigns are doing. This article goes over the Twitter ad metrics available in Advanced Analytics. Use CTRL+F (CMD+F on Mac) to search content in this article.
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| Metric name | Description |
|---|---|
| Engagements | The total number of interactions received by your ads. Engagements include all clicks on your tweets, including retweets, replies, likes, poll votes, and hashtag clicks. |
| Impressions | The total number of people who have seen your ads. This does not include impressions that were generated organically. |
| Retweets | The total number of retweets of your ads. |
| Replies | The total number of replies to your ads. |
| Likes | The total number of likes received by your ads. |
| Follows | The total number of times someone followed your account directly from an ad. |
| Card engagements | The total number of clicks to open the link in your ad card. |
| Clicks | The total number of clicks on your ads. This includes clicks on links, cards, hashtags, your profile, as well as likes and other engagements. |
| App clicks | The number of clicks to open or install your app. |
| URL clicks | The total number of clicks on the links or Website Cards in your ads, including earned clicks. |
| Qualified impressions | The total number of times your ads were 100% in-view on someone's screen. |
| Billed engagements | The total number of billed engagements with your ads. |
| Spend | The total amount spent (the value of the currency in your ad account). |
| Video total views | The total number of views of the videos in your ads. |
| Video played 25% | The total number of views where at least 25% of the video was viewed. |
| Video played 50% | The total number of views where at least 50% of the video was viewed. |
| Video played 75% | The total number of views where at least 75% of the video was viewed. |
| Video played 100% | The total number of views where at least 100% of the video was viewed. |
| Video CTA clicks | The total number of clicks on the call to action in a video. |
| Video starts | The number of times someone started viewing a video. |
| Video 3s 100pct views | The total number of times a video was viewed for at least three seconds while the video player was in 100% view on the screen. |
| Video 6s views | The total number of times your videos have been viewed for more than six seconds. |
| Video 15s views | The total number of times your video has been viewed for more than 15 seconds or for 95% of its total duration. |
| Media views | The total number of views (auto-play and click) of the images, GIFs, vines, and videos in your ads. |
| Media engagements | The total number of clicks on the images, GIFs, vines, and videos in your ads. |
| Conversion purchases order quantity engagement | The number of conversions from purchases order quantity engagement. |
| Conversion purchases sale amount engagement | The number of conversions from purchases sale amount engagement. |
| Conversion purchases sale amount view | The number of conversions from purchases sale amount view. |
| Conversion purchases post view | The number of conversions from purchases post view. |
| Conversion purchases order quantity | The number of conversions from purchases order quantity. |
| Conversion purchases post engagement | The number of conversions from purchases post engagement. |
| Conversion purchases sale amount | The number of conversions from purchases sale amount. |
| Conversion purchases | The number of conversions of type purchases and the corresponding sale amount and order quantity. |
| Conversion purchases order quantity view | The number of conversions from purchases order quantity view. |
| Conversion sign ups order quantity engagement | The number of conversions from sign ups order quantity engagement. |
| Conversion sign ups sale amount engagement | The number of conversions from sign ups sales amount engagement. |
| Conversion sign ups sale amount view | The number of conversions from sign ups sale amount view. |
| Conversion sign ups post view | The number of conversions from sign ups post view. |
| Conversion sign ups order quantity | The number of conversions from sign ups order quantity. |
| Conversion sign ups post engagement | The number of conversions from sign ups post engagement. |
| Conversion sign ups sale amount | The number of conversions from sign ups sale amount. |
| Conversion sign ups | The number of conversions from sign ups . |
| Conversion sign ups order quantity view | The number of conversions from sign ups order quantity view. |
| Conversion site visits order quantity engagement | The number of conversions from sign visits order quantity engagement. |
| Conversion site visits sale amount engagement | The number of conversions from sign visits sale amount engagement. |
| Conversion site visits sale amount view | The number of conversions from sign visits sale amount view. |
| Conversion site visits post view | The number of conversions from sign visits post view. |
| Conversion site visits order quantity | The number of conversions from site visit order quantity. |
| Conversion site visits post engagement | The number of conversions from sign visits post engagement. |
| Conversion site visits sale amount | The number of conversions from site visit sale amount. |
| Conversion site visits | The number of conversions from site visits. |
| Conversion site visits order quantity view | The number of conversions from sign visits order quantity view. |
| Conversion downloads order quantity engagement | The number of conversions from downloads order quantity engagement. |
| Conversion downloads sale amount engagement | The number of conversions from downloads sale amount engagement. |
| Conversion downloads sale amount view | The number of conversions from downloads sale amount view. |
| Conversion downloads post view | The number of conversions from downloads post view. |
| Conversion downloads order quantity | The number of conversions from downloaded order quantity. |
| Conversion downloads post engagement | The number of conversions from downloads post engagement. |
| Conversion downloads sale amount | The number of conversions from downloaded sale amount. |
| Conversion downloads | The number of conversions from downloads. |
| Conversion downloads order quantity view | The number of conversions from downloads order quantity view. |
| Conversion custom order quantity engagement | The number of conversions from custom order quantity engagement. |
| Conversion custom sale amount engagement | The number of conversions from custom sale amount engagement. |
| Conversion custom sale amount view | The number of conversions from custom sale amount view. |
| Conversion custom post view | The number of conversions from custom post view. |
| Conversion custom order quantity | The number of conversions from custom order quantity and corresponding sale amount. |
| Conversion custom post engagement | The number of conversions from custom post engagement. |
| Conversion custom sale amount | The number of conversions from custom sale amount and order quantity. |
| Conversion custom metric | The number of conversions of type custom and the corresponding sale amount and order quantity. |
| Conversion custom order quantity view | The number of conversions from custom order quantity view. |
| Mobile conversion spent credits post view | The number of mobile conversions from spent credit post view. |
| Mobile conversion spent credits order quantity | The number of mobile conversions from spent credit order quantity. |
| Mobile conversion spent credits assisted | The number of mobile conversions from spent credit assisted. |
| Mobile conversion spent credits post engagement | The number of mobile conversions from spent credit post engagement. |
| Mobile conversion spent credits sale amount | The number of mobile conversions from spent credit sale amount. |
| Mobile conversion installs post view | The number of mobile conversions install post view. |
| Mobile conversion installs order quantity | The number of mobile conversions from installs order quantity. |
| Mobile conversion installs assisted | The number of mobile conversions from install assisted. |
| Mobile conversion installs post engagement | The number of mobile conversions from install post engagement. |
| Mobile conversion installs sale amount | The number of mobile conversions from install sale amount. |
| Mobile conversion content views post view | The number of mobile conversions from content view post view. |
| Mobile conversion content views order quantity | The number of mobile conversions from content view order quantity. |
| Mobile conversion content views assisted | The number of mobile conversions from content view assisted. |
| Mobile conversion content views post engagement | The number of mobile conversions from content view post engagement. |
| Mobile conversion content views sale amount | The number of mobile conversions from content view sale amount. |
| Mobile conversion add to wishlists post view | The number of mobile conversions from add to wish list post view. |
| Mobile conversion add to wishlists order quantity | The number of mobile conversions from add to wish list order quantity. |
| Mobile conversion add to wishlists assisted | The number of mobile conversions from add to wish list assisted. |
| Mobile conversion add to wishlists post engagement | The number of mobile conversions from add to wish list post engagement. |
| Mobile conversion add to wishlist sale amount | The number of mobile conversions from add to wishlist sale amount. |
| Mobile conversion checkouts initiated post view | The number of mobile conversions from checkout initiated post view. |
| Mobile conversion checkouts initiated order quantity | The number of mobile conversions from checkout initiated order quantity. |
| Mobile conversion checkouts initiated assisted | The number of mobile conversions from checkout initiated assisted. |
| Mobile conversion checkouts initiated post engagement | The number of mobile conversions from checkout initiated post engagement. |
| Mobile conversion checkouts initiated sale amount | The number of mobile conversions from checkout initiated sale amount. |
| Mobile conversion reservations post view | The number of mobile conversions from reservation post view. |
| Mobile conversion reservations order quantity | The number of mobile conversions from reservation order quantity. |
| Mobile conversion reservations assisted | The number of mobile conversions from reservation assisted. |
| Mobile conversion reservations post engagement | The number of mobile conversions from reservation post engagement. |
| Mobile conversion reservations sale amount | The number of mobile conversions from reservation sale amount. |
| Mobile conversion tutorials completed post view | The number of mobile conversions from tutorial completed post view. |
| Mobile conversion tutorials completed order quantity | The number of mobile conversions from tutorial completed order quantity. |
| Mobile conversion tutorials completed assisted | The number of mobile conversions from tutorial completed assisted. |
| Mobile conversion tutorials completed post engagement | The number of mobile conversions from tutorial completed post engagement. |
| Mobile conversion tutorials completed sale amount | The number of mobile conversions from tutorial completed sale amount. |
| Mobile conversion achievements unlocked post view | The number of mobile conversions from achievement unlocked post view. |
| Mobile conversion achievements unlocked order quantity | The number of mobile conversions from achievement unlocked order quantity. |
| Mobile conversion achievements unlocked assisted | The number of mobile conversions from achievement unlocked assisted. |
| Mobile conversion achievements unlocked post engagement | The number of mobile conversions from achievement unlocked post engagement. |
| Mobile conversion achievements unlocked sale amount | The number of mobile conversions from achievement unlocked sale amount. |
| Mobile conversion searches post view | The number of mobile conversions from searches post view. |
| Mobile conversion searches order quantity | The number of mobile conversions from searches order quantity. |
| Mobile conversion searches assisted | The number of mobile conversions from searches assisted. |
| Mobile conversion searches post engagement | The number of mobile conversions from searches post engagement. |
| Mobile conversion searches sale amount | The number of mobile conversions from searches sale amount. |
| Mobile conversion add to cart post view | The number of mobile conversions from add to cart post view. |
| Mobile conversion add to cart order quantity | The number of mobile conversions from add to cart order quantity. |
| Mobile conversion add to cart assisted | The number of mobile conversions from add to cart assisted. |
| Mobile conversion add to cart post engagement | The number of mobile conversions from add to cart post engagement. |
| Mobile conversion add to cart sale amount | The number of mobile conversions from add to cart sale amount. |
| Mobile conversion payment info additions post view | The number of mobile conversions from payment info additions post view. |
| Mobile conversion payment info additions order quantity | The number of mobile conversions from payment info additions order quantity. |
| Mobile conversion payment info additions assisted | The number of mobile conversions from payment info additions assisted. |
| Mobile conversion payment info additions post engagement | The number of mobile conversions from payment info additions post engagement. |
| Mobile conversion payment info additions sale amount | The number of mobile conversions from payment info additions sale amount. |
| Mobile conversion re-engages post view | The number of mobile conversions from re-engage post view. |
| Mobile conversion re-engages order quantity | The number of mobile conversions from re-engage order quantity. |
| Mobile conversion re-engages assisted | The number of mobile conversions from re-engage assisted. |
| Mobile conversion re-engages post engagement | The number of mobile conversions from re-engaged post engagement. |
| Mobile conversion re-engages sale amount | The number of mobile conversions from re-engage sale amount. |
| Mobile conversion shares post view | The number of mobile conversions from shares post view. |
| Mobile conversion shares order quantity | The number of mobile conversions from shares order quantity. |
| Mobile conversion shares assisted | The number of mobile conversions from shares assisted. |
| Mobile conversion shares post engagement | The number of mobile conversions from shares post engagement. |
| Mobile conversion shares sale amount | The number of mobile conversions from shares sale amount. |
| Mobile conversion rates post view | The rate of mobile conversions from post view. |
| Mobile conversion rates order quantity | The rate of mobile conversions from order quantity. |
| Mobile conversion rates assisted | The rate of mobile conversions from assisted. |
| Mobile conversion rates post engagement | The rate of mobile conversions from post engagement. |
| Mobile conversion rates sale amount | The rate of mobile conversions from sale amount. |
| Mobile conversion logins post view | The number of mobile conversions from post view after logging in. |
| Mobile conversion logins order quantity | The number of mobile conversions from order quantity after logging in. |
| Mobile conversion logins assisted | The number of mobile conversions from assisted after logging in. |
| Mobile conversion logins post engagement | The number of mobile conversions from post engagement after logging in. |
| Mobile conversion logins sale amount | The number of mobile conversions from sale amount after logging in. |
| Mobile conversion updates post view | The number of mobile conversions from post view updates. |
| Mobile conversion updates order quantity | The number of mobile conversions from order quantity updates. |
| Mobile conversion updates assisted | The number of mobile conversions from assisted updates. |
| Mobile conversion updates post engagement | The number of mobile conversions from post engagement updates. |
| Mobile conversion updates sale amount | The number of mobile conversions from sale amount updates. |
| Mobile conversion levels achieved post view | The number of mobile conversions from level achieved post view order quantity. |
| Mobile conversion levels achieved order quantity | The number of mobile conversions from level achieved order quantity. |
| Mobile conversion levels achieved assisted | The number of mobile conversions from level achieved assisted. |
| Mobile conversion levels achieved post engagement | The number of mobile conversions from level achieved post engagement. |
| Mobile conversion levels achieved sale amount | The number of mobile conversions from level achieved sale amount. |
| Mobile conversion invites post view | The number of mobile conversions from invites from post view. |
| Mobile conversion invites order quantity | The number of mobile conversions from invites order quantity. |
| Mobile conversion invites assisted | The number of mobile conversions from invite assisted. |
| Mobile conversion invites post engagement | The number of mobile conversions from invite post engagement. |
| Mobile conversion invites sale amount | The number of mobile conversions from invite sale amount. |
| Mobile conversion key page views post view | The number of mobile conversions from key page views page view. |
| Mobile conversion key page views order quantity | The number of mobile conversions from key page views order quantity. |
| Mobile conversion key page views assisted | The number of mobile conversions from key page views assisted. |
| Mobile conversion key page views post engagement | The number of mobile conversions from key page views post engagement. |
| Mobile conversion key page views sale amount | The number of mobile conversions from key page views sale amount. |
| Mobile conversion downloads post view | The number of mobile conversions from downloads post view. |
| Mobile conversion downloads order quantity | The number of mobile conversions from downloads order quantity. |
| Mobile conversion downloads assisted | The number of mobile conversions from downloads assisted. |
| Mobile conversion downloads post engagement | The number of mobile conversions from downloads post engagement. |
| Mobile conversion downloads sale amount | The number of mobile conversions from downloads sale amount. |
| Mobile conversion purchases post view | The number of mobile conversions from purchases post view. |
| Mobile conversion purchases order quantity | The number of mobile conversions from purchases order quantity. |
| Mobile conversion purchases assisted | The number of mobile conversions from purchases assisted. |
| Mobile conversion purchases post engagement | The number of mobile conversions from purchases post engagement. |
| Mobile conversion purchases sale amount | The number of mobile conversions from purchases sale amount. |
| Mobile conversion sign ups post view | The number of mobile conversions from sign ups post view. |
| Mobile conversion sign ups order quantity | The number of mobile conversions from sign ups order quantity. |
| Mobile conversion sign ups assisted | The number of mobile conversions from sign ups assisted. |
| Mobile conversion sign ups post engagement | The number of mobile conversions from sign ups post engagement. |
| Mobile conversion sign ups sale amount | The number of mobile conversions from sign ups sale amount. |
| Mobile conversion site visits post view | The number of mobile conversions from site visits post view. |
| Mobile conversion site visits order quantity | The number of mobile conversions from site visits order quantity. |
| Mobile conversion site visits assisted | The number of mobile conversions from site visits assisted. |
| Mobile conversion site visits post engagement | The number of mobile conversions from site visits post engagement. |
| Mobile conversion site visits sale amount | The number of mobile conversions from site visits sale amount. |
| Mobile conversion lifetime value purchases order quantity | The lifetime value of mobile conversions from purchases order quantity. |
| Mobile conversion lifetime value purchases | The lifetime value of mobile conversions from purchases. |
| Mobile conversion lifetime value purchases sale amount | The lifetime value of mobile conversions from purchases sale amount. |
| Mobile conversion lifetime value sign ups order quantity | The lifetime value of mobile conversions from sign ups order quantity. |
| Mobile conversion lifetime value sign ups | The lifetime value of mobile conversions from sign ups. |
| Mobile conversion lifetime value sign ups sale amount | The lifetime value of mobile conversions from sign ups sale amount. |
| Mobile conversion lifetime value updates order quantity | The lifetime value of mobile conversions from updates order quantity. |
| Mobile conversion lifetime value updates | The lifetime value of mobile conversions from updates. |
| Mobile conversion lifetime value updates sale amount | The lifetime value of mobile conversions from updates sale amount. |
| Mobile conversion lifetime value tutorials completed order quantity | The lifetime value of mobile conversions from tutorials completed order quantity. |
| Mobile conversion lifetime value tutorials completed | The lifetime value of mobile conversions from tutorials completed. |
| Mobile conversion lifetime value tutorials completed sale amount | The lifetime value of mobile conversions from tutorials completed sale amount. |
| Mobile conversion lifetime value reservations order quantity | The lifetime value of mobile conversions from reservations order quantity. |
| Mobile conversion lifetime value reservations | The lifetime value of mobile conversions from reservations. |
| Mobile conversion lifetime value reservations sale amount | The lifetime value of mobile conversions from reservations sale amount. |
| Mobile conversion lifetime value add to cart order quantity | The lifetime value of mobile conversions from add to cart order quantity. |
| Mobile conversion lifetime value add to cart | The lifetime value of mobile conversions from add to cart. |
| Mobile conversion lifetime value add to cart sale amount | The lifetime value of mobile conversions from add to cart sale amount. |
| Mobile conversion lifetime value add to wishlist order quantity | The lifetime value of mobile conversions from add to wishlist order quantity. |
| Mobile conversion lifetime value add to wishlist | The lifetime value of mobile conversions from add to wishlist. |
| Mobile conversion lifetime value add to wishlist sale amount | The lifetime value of mobile conversions from add to wishlist sale amount. |
| Mobile conversion lifetime value checkouts initiated order quantity | The lifetime value of mobile conversions from checkouts initiated order quantity. |
| Mobile conversion lifetime value checkouts initiated | The lifetime value of mobile conversions from checkouts initiated. |
| Mobile conversion lifetime value checkouts initiated sale amount | The lifetime value of mobile conversions from checkouts initiated. sale amount |
| Mobile conversion lifetime value levels achieved order quantity | The lifetime value of mobile conversions from levels achieved order quantity. |
| Mobile conversion lifetime value levels achieved | The lifetime value of mobile conversions from levels achieved. |
| Mobile conversion lifetime value levels achieved sale amount | The lifetime value of mobile conversions from levels achieved sale amount. |
| Mobile conversion lifetime value achievements unlocked order quantity | The lifetime value of mobile conversions from achievements unlocked order quantity. |
| Mobile conversion lifetime value achievements unlocked | The lifetime value of mobile conversions from achievements unlocked. |
| Mobile conversion lifetime value achievements unlocked sale amount | The lifetime value of mobile conversions from achievements unlocked sale amount. |
| Mobile conversion lifetime value shares order quantity | The lifetime value of mobile conversions from shares order quantity. |
| Mobile conversion lifetime value shares | The lifetime value of mobile conversions from shares. |
| Mobile conversion lifetime value shares sale amount | The lifetime value of mobile conversions from shares sale amount. |
| Mobile conversion lifetime value invites order quantity | The lifetime value of mobile conversions from invites order quantity. |
| Mobile conversion lifetime value invites | The lifetime value of mobile conversions from invites. |
| Mobile conversion lifetime value invites sale amount | The lifetime value of mobile conversions from invites sale amount. |
| Mobile conversion lifetime value payment info additions order quantity | The lifetime value of mobile conversions from payment info additions order quantity. |
| Mobile conversion lifetime value payment info additions | The lifetime value of mobile conversions from payment info additions. |
| Mobile conversion lifetime value payment info additions sale amount | The lifetime value of mobile conversions from payment info additions sale amount. |
| Mobile conversion lifetime value spent credits order quantity | The lifetime value of mobile conversions from spent credits order quantity. |
| Mobile conversion lifetime value spent credits | The lifetime value of mobile conversions from spent credits. |
| Mobile conversion lifetime value spent credits sale amount | The lifetime value of mobile conversions from spent credits sale amount. |
| Mobile conversion lifetime value rates order quantity | The rate of lifetime value mobile conversions from order quantity. |
| Mobile conversion lifetime value rates metric | The rate of lifetime value mobile conversions from metric. |
| Mobile conversion lifetime value rates sale amount | The rate of lifetime value mobile conversions from sale amount. |
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