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  Article updated: April 16, 2024

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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Twitter ad metrics
Metric nameDescription
EngagementsThe total number of interactions received by your ads. Engagements include all clicks on your posts, including reposts, replies, likes, poll votes, and hashtag clicks
ImpressionsThe total number of people who have seen your ads. This does not include impressions that were generated organically
RetweetsThe total number of reposts of your ads
RepliesThe total number of replies to your ads
LikesThe total number of likes received by your ads
FollowsThe total number of times someone followed your account directly from an ad
Card engagementsThe total number of clicks to open the link in your ad card
ClicksThe total number of clicks on your ads. This includes clicks on links, cards, hashtags, your profile, as well as likes and other engagements
App clicksThe number of clicks to open or install your app
URL clicksThe total number of clicks on the links or Website Cards in your ads, including earned clicks
Qualified impressionsThe total number of times your ads were 100% in-view on someone's screen
Billed engagementsThe total number of billed engagements with your ads
SpendThe total amount spent (the value of the currency in your ad account)
Video total viewsThe 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 clicksThe total number of clicks on the call to action in a video
Video startsThe number of times someone started viewing a video
Video 3s 100pct viewsThe 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 viewsThe total number of times your videos have been viewed for more than six seconds
Video 15s viewsThe total number of times your video has been viewed for more than 15 seconds or for 95% of its total duration
Media viewsThe total number of views (auto-play and click) of the images, GIFs, vines, and videos in your ads
Media engagementsThe total number of clicks on the images, GIFs, vines, and videos in your ads
Conversion purchases order quantity engagementThe number of conversions from purchases order quantity engagement
Conversion purchases sale amount engagementThe number of conversions from purchases sale amount engagement
Conversion purchases sale amount viewThe number of conversions from purchases sale amount view
Conversion purchases post viewThe number of conversions from purchases post view
Conversion purchases order quantityThe number of conversions from purchases order quantity
Conversion purchases post engagementThe number of conversions from purchases post engagement.
Conversion purchases sale amountThe number of conversions from purchases sale amount.
Conversion purchasesThe number of conversions of type purchases and the corresponding sale amount and order quantity
Conversion purchases order quantity viewThe number of conversions from purchases order quantity view
Conversion sign ups order quantity engagementThe number of conversions from sign ups order quantity engagement
Conversion sign ups sale amount engagementThe number of conversions from sign ups sales amount engagement
Conversion sign ups sale amount viewThe number of conversions from sign ups sale amount view
Conversion sign ups post viewThe number of conversions from sign ups post view
Conversion sign ups order quantityThe number of conversions from sign ups order quantity
Conversion sign ups post engagementThe number of conversions from sign ups post engagement
Conversion sign ups sale amountThe number of conversions from sign ups sale amount
Conversion sign ups The number of conversions from sign ups
Conversion sign ups order quantity viewThe number of conversions from sign ups order quantity view
Conversion site visits order quantity engagementThe number of conversions from sign visits order quantity engagement
Conversion site visits sale amount engagementThe number of conversions from sign visits sale amount engagement
Conversion site visits sale amount viewThe number of conversions from sign visits sale amount view
Conversion site visits post viewThe number of conversions from sign visits post view
Conversion site visits order quantityThe number of conversions from site visit order quantity
Conversion site visits post engagementThe number of conversions from sign visits post engagement
Conversion site visits sale amountThe number of conversions from site visit sale amount
Conversion site visits The number of conversions from site visits
Conversion site visits order quantity viewThe number of conversions from sign visits order quantity view
Conversion downloads order quantity engagementThe number of conversions from downloads order quantity engagement
Conversion downloads sale amount engagementThe number of conversions from downloads sale amount engagement
Conversion downloads sale amount viewThe number of conversions from downloads sale amount view
Conversion downloads post viewThe number of conversions from downloads post view
Conversion downloads order quantityThe number of conversions from downloaded order quantity
Conversion downloads post engagementThe number of conversions from downloads post engagement
Conversion downloads sale amountThe number of conversions from downloaded sale amount
Conversion downloads The number of conversions from downloads
Conversion downloads order quantity viewThe number of conversions from downloads order quantity view
Conversion custom order quantity engagementThe number of conversions from custom order quantity engagement
Conversion custom sale amount engagementThe number of conversions from custom sale amount engagement
Conversion custom sale amount viewThe number of conversions from custom sale amount view
Conversion custom post viewThe number of conversions from custom post view
Conversion custom order quantityThe number of conversions from custom order quantity and corresponding sale amount
Conversion custom post engagementThe number of conversions from custom post engagement
Conversion custom sale amountThe number of conversions from custom sale amount and order quantity
Conversion custom metricThe number of conversions of type custom and the corresponding sale amount and order quantity
Conversion custom order quantity viewThe number of conversions from custom order quantity view
Mobile conversion spent credits post viewThe number of mobile conversions from spent credit post view
Mobile conversion spent credits order quantityThe number of mobile conversions from spent credit order quantity
Mobile conversion spent credits assistedThe number of mobile conversions from spent credit assisted
Mobile conversion spent credits post engagementThe number of mobile conversions from spent credit post engagement
Mobile conversion spent credits sale amountThe number of mobile conversions from spent credit sale amount
Mobile conversion installs post viewThe number of mobile conversions install post view
Mobile conversion installs order quantityThe number of mobile conversions from installs order quantity
Mobile conversion installs assistedThe number of mobile conversions from install assisted
Mobile conversion installs post engagementThe number of mobile conversions from install post engagement
Mobile conversion installs sale amountThe number of mobile conversions from install sale amount
Mobile conversion content views post viewThe number of mobile conversions from content view post view
Mobile conversion content views order quantityThe number of mobile conversions from content view order quantity
Mobile conversion content views assistedThe number of mobile conversions from content view assisted
Mobile conversion content views post engagementThe number of mobile conversions from content view post engagement
Mobile conversion content views sale amountThe number of mobile conversions from content view sale amount
Mobile conversion add to wishlists post viewThe number of mobile conversions from add to wish list post view
Mobile conversion add to wishlists order quantityThe number of mobile conversions from add to wish list order quantity
Mobile conversion add to wishlists assistedThe number of mobile conversions from add to wish list assisted
Mobile conversion add to wishlists post engagementThe number of mobile conversions from add to wish list post engagement
Mobile conversion add to wishlist sale amountThe number of mobile conversions from add to wishlist sale amount
Mobile conversion checkouts initiated post viewThe number of mobile conversions from checkout initiated post view
Mobile conversion checkouts initiated order quantityThe number of mobile conversions from checkout initiated order quantity
Mobile conversion checkouts initiated assistedThe number of mobile conversions from checkout initiated assisted
Mobile conversion checkouts initiated post engagementThe number of mobile conversions from checkout initiated post engagement
Mobile conversion checkouts initiated sale amountThe number of mobile conversions from checkout initiated sale amount
Mobile conversion reservations post viewThe number of mobile conversions from reservation post view
Mobile conversion reservations order quantityThe number of mobile conversions from reservation order quantity
Mobile conversion reservations assistedThe number of mobile conversions from reservation assisted
Mobile conversion reservations post engagementThe number of mobile conversions from reservation post engagement
Mobile conversion reservations sale amountThe number of mobile conversions from reservation sale amount
Mobile conversion tutorials completed post viewThe number of mobile conversions from tutorial completed post view
Mobile conversion tutorials completed order quantityThe number of mobile conversions from tutorial completed order quantity
Mobile conversion tutorials completed assistedThe number of mobile conversions from tutorial completed assisted
Mobile conversion tutorials completed post engagementThe number of mobile conversions from tutorial completed post engagement
Mobile conversion tutorials completed sale amountThe number of mobile conversions from tutorial completed sale amount
Mobile conversion achievements unlocked post viewThe number of mobile conversions from achievement unlocked post view
Mobile conversion achievements unlocked order quantityThe number of mobile conversions from achievement unlocked order quantity
Mobile conversion achievements unlocked assistedThe number of mobile conversions from achievement unlocked assisted
Mobile conversion achievements unlocked post engagementThe number of mobile conversions from achievement unlocked post engagement
Mobile conversion achievements unlocked sale amountThe number of mobile conversions from achievement unlocked sale amount
Mobile conversion searches post viewThe number of mobile conversions from searches post view
Mobile conversion searches order quantityThe number of mobile conversions from searches order quantity
Mobile conversion searches assistedThe number of mobile conversions from searches assisted
Mobile conversion searches post engagementThe number of mobile conversions from searches post engagement
Mobile conversion searches sale amountThe number of mobile conversions from searches sale amount
Mobile conversion add to cart post viewThe number of mobile conversions from add to cart post view
Mobile conversion add to cart order quantityThe number of mobile conversions from add to cart order quantity
Mobile conversion add to cart assistedThe number of mobile conversions from add to cart assisted
Mobile conversion add to cart post engagementThe number of mobile conversions from add to cart post engagement.
Mobile conversion add to cart sale amountThe number of mobile conversions from add to cart sale amount
Mobile conversion payment info additions post viewThe number of mobile conversions from payment info additions post view
Mobile conversion payment info additions order quantityThe number of mobile conversions from payment info additions order quantity
Mobile conversion payment info additions assistedThe number of mobile conversions from payment info additions assisted
Mobile conversion payment info additions post engagementThe number of mobile conversions from payment info additions post engagement
Mobile conversion payment info additions sale amountThe number of mobile conversions from payment info additions sale amount
Mobile conversion re-engages post viewThe number of mobile conversions from re-engage post view
Mobile conversion re-engages order quantityThe number of mobile conversions from re-engage order quantity
Mobile conversion re-engages assistedThe number of mobile conversions from re-engage assisted
Mobile conversion re-engages post engagementThe number of mobile conversions from re-engaged post engagement
Mobile conversion re-engages sale amountThe number of mobile conversions from re-engage sale amount
Mobile conversion shares post viewThe number of mobile conversions from shares post view
Mobile conversion shares order quantityThe number of mobile conversions from shares order quantity
Mobile conversion shares assistedThe number of mobile conversions from shares assisted
Mobile conversion shares post engagementThe number of mobile conversions from shares post engagement
Mobile conversion shares sale amountThe number of mobile conversions from shares sale amount
Mobile conversion rates post viewThe rate of mobile conversions from post view
Mobile conversion rates order quantityThe rate of mobile conversions from order quantity
Mobile conversion rates assistedThe rate of mobile conversions from assisted
Mobile conversion rates post engagementThe rate of mobile conversions from post engagement
Mobile conversion rates sale amountThe rate of mobile conversions from sale amount
Mobile conversion logins post viewThe number of mobile conversions from post view after logging in
Mobile conversion logins order quantityThe number of mobile conversions from order quantity after logging in
Mobile conversion logins assistedThe number of mobile conversions from assisted after logging in
Mobile conversion logins post engagementThe number of mobile conversions from post engagement after logging in
Mobile conversion logins sale amountThe number of mobile conversions from sale amount after logging in
Mobile conversion updates post viewThe number of mobile conversions from post view updates
Mobile conversion updates order quantityThe number of mobile conversions from order quantity updates
Mobile conversion updates assistedThe number of mobile conversions from assisted updates
Mobile conversion updates post engagementThe number of mobile conversions from post engagement updates
Mobile conversion updates sale amountThe number of mobile conversions from sale amount updates
Mobile conversion levels achieved post viewThe number of mobile conversions from level achieved post view order quantity
Mobile conversion levels achieved order quantityThe number of mobile conversions from level achieved order quantity
Mobile conversion levels achieved assistedThe number of mobile conversions from level achieved assisted
Mobile conversion levels achieved post engagementThe number of mobile conversions from level achieved post engagement
Mobile conversion levels achieved sale amountThe number of mobile conversions from level achieved sale amount
Mobile conversion invites post viewThe number of mobile conversions from invites from post view
Mobile conversion invites order quantityThe number of mobile conversions from invites order quantity
Mobile conversion invites assistedThe number of mobile conversions from invite assisted
Mobile conversion invites post engagementThe number of mobile conversions from invite post engagement
Mobile conversion invites sale amountThe number of mobile conversions from invite sale amount
Mobile conversion key page views post viewThe number of mobile conversions from key page views page view
Mobile conversion key page views order quantityThe number of mobile conversions from key page views order quantity
Mobile conversion key page views assistedThe number of mobile conversions from key page views assisted
Mobile conversion key page views post engagementThe number of mobile conversions from key page views post engagement
Mobile conversion key page views sale amountThe number of mobile conversions from key page views sale amount
Mobile conversion downloads post viewThe number of mobile conversions from downloads post view
Mobile conversion downloads order quantityThe number of mobile conversions from downloads order quantity
Mobile conversion downloads assistedThe number of mobile conversions from downloads assisted
Mobile conversion downloads post engagementThe number of mobile conversions from downloads post engagement
Mobile conversion downloads sale amountThe number of mobile conversions from downloads sale amount
Mobile conversion purchases post viewThe number of mobile conversions from purchases post view
Mobile conversion purchases order quantityThe number of mobile conversions from purchases order quantity
Mobile conversion purchases assistedThe number of mobile conversions from purchases assisted
Mobile conversion purchases post engagementThe number of mobile conversions from purchases post engagement
Mobile conversion purchases sale amountThe number of mobile conversions from purchases sale amount
Mobile conversion sign ups post viewThe number of mobile conversions from sign ups post view
Mobile conversion sign ups order quantityThe number of mobile conversions from sign ups order quantity
Mobile conversion sign ups assistedThe number of mobile conversions from sign ups assisted
Mobile conversion sign ups post engagementThe number of mobile conversions from sign ups post engagement
Mobile conversion sign ups sale amountThe number of mobile conversions from sign ups sale amount
Mobile conversion site visits post viewThe number of mobile conversions from site visits post view
Mobile conversion site visits order quantityThe number of mobile conversions from site visits order quantity
Mobile conversion site visits assistedThe number of mobile conversions from site visits assisted
Mobile conversion site visits post engagementThe number of mobile conversions from site visits post engagement
Mobile conversion site visits sale amountThe number of mobile conversions from site visits sale amount
Mobile conversion lifetime value purchases order quantityThe 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 amountThe lifetime value of mobile conversions from purchases sale amount
Mobile conversion lifetime value sign ups order quantityThe 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 amountThe lifetime value of mobile conversions from sign ups sale amount
Mobile conversion lifetime value updates order quantityThe 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 amountThe lifetime value of mobile conversions from updates sale amount
Mobile conversion lifetime value tutorials completed order quantityThe 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 amountThe lifetime value of mobile conversions from tutorials completed sale amount
Mobile conversion lifetime value reservations order quantityThe 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 amountThe lifetime value of mobile conversions from reservations sale amount
Mobile conversion lifetime value add to cart order quantityThe 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 amountThe lifetime value of mobile conversions from add to cart sale amount
Mobile conversion lifetime value add to wishlist order quantityThe 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 amountThe lifetime value of mobile conversions from add to wishlist sale amount
Mobile conversion lifetime value checkouts initiated order quantityThe lifetime value of mobile conversions from checkouts initiated order quantity
Mobile conversion lifetime value checkouts initiatedThe lifetime value of mobile conversions from checkouts initiated
Mobile conversion lifetime value checkouts initiated sale amountThe lifetime value of mobile conversions from checkouts initiated. sale amount
Mobile conversion lifetime value levels achieved order quantityThe 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 amountThe lifetime value of mobile conversions from levels achieved sale amount
Mobile conversion lifetime value achievements unlocked order quantityThe 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 amountThe lifetime value of mobile conversions from achievements unlocked sale amount
Mobile conversion lifetime value shares order quantityThe 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 amountThe lifetime value of mobile conversions from shares sale amount
Mobile conversion lifetime value invites order quantityThe 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 amountThe lifetime value of mobile conversions from invites sale amount
Mobile conversion lifetime value payment info additions order quantityThe lifetime value of mobile conversions from payment info additions order quantity
Mobile conversion lifetime value payment info additionsThe lifetime value of mobile conversions from payment info additions
Mobile conversion lifetime value payment info additions sale amountThe lifetime value of mobile conversions from payment info additions sale amount
Mobile conversion lifetime value spent credits order quantityThe 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 amountThe lifetime value of mobile conversions from spent credits sale amount
Mobile conversion lifetime value rates order quantityThe rate of lifetime value mobile conversions from order quantity
Mobile conversion lifetime value rates metricThe rate of lifetime value mobile conversions from metric
Mobile conversion lifetime value rates sale amountThe rate of lifetime value mobile conversions from sale amount

  Return to the full list of metrics available in Analytics

 

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