Article updated: May 13, 2024
X (formerly Twitter) ad metrics
X ad metrics help you figure out your X ads and campaigns are doing. This article goes over the X ad metrics available in Analytics. Use CTRL+F (CMD+F on Mac) to search content in this article.
| Metric name | Description |
|---|---|
| App clicks | The number of times people clicked to open or install your app |
| Billed engagements | The total number of billed engagements with your ads |
| 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 |
| Conversion custom metric | The number of conversions of type custom and the corresponding sale amount and order quantity |
| Conversion custom order quantity | The number of conversions from custom order quantity and corresponding sale amount |
| Conversion custom order quantity engagement | The number of conversions from custom order quantity engagement |
| Conversion custom order quantity view | The number of conversions from custom order quantity view |
| Conversion custom post engagement | The number of conversions from custom post engagement |
| Conversion custom post view | The number of conversions from custom post view |
| Conversion custom sale amount | The number of conversions from custom sale amount and order quantity |
| 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 downloads | The number of conversions from downloads |
| Conversion downloads order quantity | The number of conversions from downloaded order quantity |
| Conversion downloads order quantity engagement | The number of conversions from downloads order quantity engagement |
| Conversion downloads order quantity view | The number of conversions from downloads order quantity view |
| Conversion downloads post engagement | The number of conversions from downloads post engagement |
| Conversion downloads post view | The number of conversions from downloads post view |
| Conversion downloads sale amount | The number of conversions from downloaded sale amount |
| 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 purchases | The number of conversions of type purchases and the corresponding sale amount and order quantity |
| Conversion purchases order quantity | The number of conversions from purchases order quantity |
| Conversion purchases order quantity engagement | The number of conversions from purchases order quantity engagement |
| Conversion purchases order quantity view | The number of conversions from purchases order quantity view |
| Conversion purchases post engagement | The number of conversions from purchases post engagement. |
| Conversion purchases post view | The number of conversions from purchases post view |
| Conversion purchases sale amount | The number of conversions from purchases sale amount. |
| 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 sign ups | The number of conversions from sign ups |
| Conversion sign ups order quantity | The number of conversions from sign ups order quantity |
| Conversion sign ups order quantity engagement | The number of conversions from sign ups order quantity engagement |
| Conversion sign ups order quantity view | The number of conversions from sign ups order quantity view |
| Conversion sign ups post engagement | The number of conversions from sign ups post engagement |
| Conversion sign ups post view | The number of conversions from sign ups post view |
| Conversion sign ups sale amount | The number of conversions from sign ups sale amount |
| 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 site visits | The number of conversions from site visits |
| Conversion site visits order quantity | The number of conversions from site visit order quantity |
| Conversion site visits order quantity engagement | The number of conversions from sign visits order quantity engagement |
| Conversion site visits order quantity view | The number of conversions from sign visits order quantity view |
| Conversion site visits post engagement | The number of conversions from sign visits post engagement |
| Conversion site visits post view | The number of conversions from sign visits post view |
| Conversion site visits sale amount | The number of conversions from site visit sale amount |
| 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 |
| Engagements | The total number of interactions received by your ads. Engagements include all clicks on your posts, including reposts, replies, likes, poll votes, and hashtag clicks |
| Follows | The total number of times someone followed your account directly from an ad |
| Impressions | The total number of people who have seen your ads. This does not include impressions that were generated organically |
| Likes | The total number of likes received by your ads |
| Media engagements | The total number of clicks on the images, GIFs, vines, and videos in your ads |
| Media views | The total number of views (auto-play and click) of the images, GIFs, vines, and videos in your ads |
| Mobile conversion achievements unlocked assisted | The number of mobile conversions from achievement unlocked assisted |
| Mobile conversion achievements unlocked order quantity | The number of mobile conversions from achievement unlocked order quantity |
| Mobile conversion achievements unlocked post engagement | The number of mobile conversions from achievement unlocked post engagement |
| Mobile conversion achievements unlocked post view | The number of mobile conversions from achievement unlocked post view |
| Mobile conversion achievements unlocked sale amount | The number of mobile conversions from achievement unlocked sale amount |
| Mobile conversion add to cart assisted | The number of mobile conversions from add to cart assisted |
| Mobile conversion add to cart order quantity | The number of mobile conversions from add to cart order quantity |
| Mobile conversion add to cart post engagement | The number of mobile conversions from add to cart post engagement. |
| Mobile conversion add to cart post view | The number of mobile conversions from add to cart post view |
| Mobile conversion add to cart sale amount | The number of mobile conversions from add to cart sale amount |
| Mobile conversion add to wishlist sale amount | The number of mobile conversions from add to wishlist sale amount |
| Mobile conversion add to wishlists assisted | The number of mobile conversions from add to wish list assisted |
| Mobile conversion add to wishlists order quantity | The number of mobile conversions from add to wish list order quantity |
| Mobile conversion add to wishlists post engagement | The number of mobile conversions from add to wish list post engagement |
| Mobile conversion add to wishlists post view | The number of mobile conversions from add to wish list post view |
| Mobile conversion checkouts initiated assisted | The number of mobile conversions from checkout initiated assisted |
| Mobile conversion checkouts initiated order quantity | The number of mobile conversions from checkout initiated order quantity |
| Mobile conversion checkouts initiated post engagement | The number of mobile conversions from checkout initiated post engagement |
| Mobile conversion checkouts initiated post view | The number of mobile conversions from checkout initiated post view |
| Mobile conversion checkouts initiated sale amount | The number of mobile conversions from checkout initiated sale amount |
| Mobile conversion content views assisted | The number of mobile conversions from content view assisted |
| Mobile conversion content views order quantity | The number of mobile conversions from content view order quantity |
| Mobile conversion content views post engagement | The number of mobile conversions from content view post engagement |
| Mobile conversion content views post view | The number of mobile conversions from content view post view |
| Mobile conversion content views sale amount | The number of mobile conversions from content view sale amount |
| Mobile conversion downloads assisted | The number of mobile conversions from downloads assisted |
| Mobile conversion downloads order quantity | The number of mobile conversions from downloads order quantity |
| Mobile conversion downloads post engagement | The number of mobile conversions from downloads post engagement |
| Mobile conversion downloads post view | The number of mobile conversions from downloads post view |
| Mobile conversion downloads sale amount | The number of mobile conversions from downloads sale amount |
| Mobile conversion installs assisted | The number of mobile conversions from install assisted |
| Mobile conversion installs order quantity | The number of mobile conversions from installs order quantity |
| Mobile conversion installs post engagement | The number of mobile conversions from install post engagement |
| Mobile conversion installs post view | The number of mobile conversions install post view |
| Mobile conversion installs sale amount | The number of mobile conversions from install sale amount |
| Mobile conversion invites assisted | The number of mobile conversions from invite assisted |
| Mobile conversion invites order quantity | The number of mobile conversions from invites order quantity |
| Mobile conversion invites post engagement | The number of mobile conversions from invite post engagement |
| Mobile conversion invites post view | The number of mobile conversions from invites from post view |
| Mobile conversion invites sale amount | The number of mobile conversions from invite sale amount |
| Mobile conversion key page views assisted | The number of mobile conversions from key page views assisted |
| Mobile conversion key page views order quantity | The number of mobile conversions from key page views order quantity |
| Mobile conversion key page views post engagement | The number of mobile conversions from key page views post engagement |
| Mobile conversion key page views post view | The number of mobile conversions from key page views page view |
| Mobile conversion key page views sale amount | The number of mobile conversions from key page views sale amount |
| Mobile conversion levels achieved assisted | The number of mobile conversions from level achieved assisted |
| Mobile conversion levels achieved order quantity | The number of mobile conversions from level achieved order quantity |
| Mobile conversion levels achieved post engagement | The number of mobile conversions from level achieved post engagement |
| Mobile conversion levels achieved post view | The number of mobile conversions from level achieved post view order quantity |
| Mobile conversion levels achieved sale amount | The number of mobile conversions from level achieved sale amount |
| Mobile conversion lifetime value achievements unlocked | The lifetime value of mobile conversions from achievements unlocked |
| 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 sale amount | The lifetime value of mobile conversions from achievements unlocked sale amount |
| Mobile conversion lifetime value add to cart | The lifetime value of mobile conversions from add to cart |
| 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 sale amount | The lifetime value of mobile conversions from add to cart sale amount |
| Mobile conversion lifetime value add to wishlist | The lifetime value of mobile conversions from add to wishlist |
| 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 sale amount | The lifetime value of mobile conversions from add to wishlist sale amount |
| Mobile conversion lifetime value checkouts initiated | The lifetime value of mobile conversions from checkouts initiated |
| 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 sale amount | The lifetime value of mobile conversions from checkouts initiated. sale amount |
| Mobile conversion lifetime value invites | The lifetime value of mobile conversions from invites |
| Mobile conversion lifetime value invites order quantity | The lifetime value of mobile conversions from invites order quantity |
| Mobile conversion lifetime value invites sale amount | The lifetime value of mobile conversions from invites sale amount |
| Mobile conversion lifetime value levels achieved | The lifetime value of mobile conversions from levels achieved |
| 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 sale amount | The lifetime value of mobile conversions from levels achieved sale amount |
| Mobile conversion lifetime value payment info additions | The lifetime value of mobile conversions from payment info additions |
| 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 sale amount | The lifetime value of mobile conversions from payment info additions sale amount |
| Mobile conversion lifetime value purchases | The lifetime value of mobile conversions from purchases |
| Mobile conversion lifetime value purchases order quantity | The lifetime value of mobile conversions from purchases order quantity |
| Mobile conversion lifetime value purchases sale amount | The lifetime value of mobile conversions from purchases sale amount |
| Mobile conversion lifetime value rates metric | The rate of lifetime value mobile conversions from metric |
| Mobile conversion lifetime value rates order quantity | The rate of lifetime value mobile conversions from order quantity |
| Mobile conversion lifetime value rates sale amount | The rate of lifetime value mobile conversions from sale amount |
| Mobile conversion lifetime value reservations | The lifetime value of mobile conversions from reservations |
| Mobile conversion lifetime value reservations order quantity | The lifetime value of mobile conversions from reservations order quantity |
| Mobile conversion lifetime value reservations sale amount | The lifetime value of mobile conversions from reservations sale amount |
| Mobile conversion lifetime value shares | The lifetime value of mobile conversions from shares |
| Mobile conversion lifetime value shares order quantity | The lifetime value of mobile conversions from shares order quantity |
| Mobile conversion lifetime value shares sale amount | The lifetime value of mobile conversions from shares sale amount |
| Mobile conversion lifetime value sign ups | The lifetime value of mobile conversions from sign ups |
| 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 sale amount | The lifetime value of mobile conversions from sign ups sale amount |
| Mobile conversion lifetime value spent credits | The lifetime value of mobile conversions from spent credits |
| 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 sale amount | The lifetime value of mobile conversions from spent credits sale amount |
| Mobile conversion lifetime value tutorials completed | The lifetime value of mobile conversions from tutorials completed |
| 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 sale amount | The lifetime value of mobile conversions from tutorials completed sale amount |
| Mobile conversion lifetime value updates | The lifetime value of mobile conversions from updates |
| Mobile conversion lifetime value updates order quantity | The lifetime value of mobile conversions from updates order quantity |
| Mobile conversion lifetime value updates sale amount | The lifetime value of mobile conversions from updates sale amount |
| Mobile conversion logins assisted | The number of mobile conversions from assisted after logging in |
| Mobile conversion logins order quantity | The number of mobile conversions from order quantity after logging in |
| Mobile conversion logins post engagement | The number of mobile conversions from post engagement after logging in |
| Mobile conversion logins post view | The number of mobile conversions from post view after logging in |
| Mobile conversion logins sale amount | The number of mobile conversions from sale amount after logging in |
| Mobile conversion payment info additions assisted | The number of mobile conversions from payment info additions assisted |
| Mobile conversion payment info additions order quantity | The number of mobile conversions from payment info additions order quantity |
| Mobile conversion payment info additions post engagement | The number of mobile conversions from payment info additions post engagement |
| Mobile conversion payment info additions post view | The number of mobile conversions from payment info additions post view |
| Mobile conversion payment info additions sale amount | The number of mobile conversions from payment info additions sale amount |
| Mobile conversion purchases assisted | The number of mobile conversions from purchases assisted |
| Mobile conversion purchases order quantity | The number of mobile conversions from purchases order quantity |
| Mobile conversion purchases post engagement | The number of mobile conversions from purchases post engagement |
| Mobile conversion purchases post view | The number of mobile conversions from purchases post view |
| Mobile conversion purchases sale amount | The number of mobile conversions from purchases sale amount |
| Mobile conversion rates assisted | The rate of mobile conversions from assisted |
| Mobile conversion rates order quantity | The rate of mobile conversions from order quantity |
| Mobile conversion rates post engagement | The rate of mobile conversions from post engagement |
| Mobile conversion rates post view | The rate of mobile conversions from post view |
| Mobile conversion rates sale amount | The rate of mobile conversions from sale amount |
| Mobile conversion re-engages assisted | The number of mobile conversions from re-engage assisted |
| Mobile conversion re-engages order quantity | The number of mobile conversions from re-engage order quantity |
| Mobile conversion re-engages post engagement | The number of mobile conversions from re-engaged post engagement |
| Mobile conversion re-engages post view | The number of mobile conversions from re-engage post view |
| Mobile conversion re-engages sale amount | The number of mobile conversions from re-engage sale amount |
| Mobile conversion reservations assisted | The number of mobile conversions from reservation assisted |
| Mobile conversion reservations order quantity | The number of mobile conversions from reservation order quantity |
| Mobile conversion reservations post engagement | The number of mobile conversions from reservation post engagement |
| Mobile conversion reservations post view | The number of mobile conversions from reservation post view |
| Mobile conversion reservations sale amount | The number of mobile conversions from reservation sale amount |
| Mobile conversion searches assisted | The number of mobile conversions from searches assisted |
| Mobile conversion searches order quantity | The number of mobile conversions from searches order quantity |
| Mobile conversion searches post engagement | The number of mobile conversions from searches post engagement |
| Mobile conversion searches post view | The number of mobile conversions from searches post view |
| Mobile conversion searches sale amount | The number of mobile conversions from searches sale amount |
| Mobile conversion shares assisted | The number of mobile conversions from shares assisted |
| Mobile conversion shares order quantity | The number of mobile conversions from shares order quantity |
| Mobile conversion shares post engagement | The number of mobile conversions from shares post engagement |
| Mobile conversion shares post view | The number of mobile conversions from shares post view |
| Mobile conversion shares sale amount | The number of mobile conversions from shares sale amount |
| Mobile conversion sign ups assisted | The number of mobile conversions from sign ups assisted |
| Mobile conversion sign ups order quantity | The number of mobile conversions from sign ups order quantity |
| Mobile conversion sign ups post engagement | The number of mobile conversions from sign ups post engagement |
| Mobile conversion sign ups post view | The number of mobile conversions from sign ups post view |
| Mobile conversion sign ups sale amount | The number of mobile conversions from sign ups sale amount |
| Mobile conversion site visits assisted | The number of mobile conversions from site visits assisted |
| Mobile conversion site visits order quantity | The number of mobile conversions from site visits order quantity |
| Mobile conversion site visits post engagement | The number of mobile conversions from site visits post engagement |
| Mobile conversion site visits post view | The number of mobile conversions from site visits post view |
| Mobile conversion site visits sale amount | The number of mobile conversions from site visits sale amount |
| Mobile conversion spent credits assisted | The number of mobile conversions from spent credit assisted |
| Mobile conversion spent credits order quantity | The number of mobile conversions from spent credit order quantity |
| Mobile conversion spent credits post engagement | The number of mobile conversions from spent credit post engagement |
| Mobile conversion spent credits post view | The number of mobile conversions from spent credit post view |
| Mobile conversion spent credits sale amount | The number of mobile conversions from spent credit sale amount |
| Mobile conversion tutorials completed assisted | The number of mobile conversions from tutorial completed assisted |
| Mobile conversion tutorials completed order quantity | The number of mobile conversions from tutorial completed order quantity |
| Mobile conversion tutorials completed post engagement | The number of mobile conversions from tutorial completed post engagement |
| Mobile conversion tutorials completed post view | The number of mobile conversions from tutorial completed post view |
| Mobile conversion tutorials completed sale amount | The number of mobile conversions from tutorial completed sale amount |
| Mobile conversion updates assisted | The number of mobile conversions from assisted updates |
| Mobile conversion updates order quantity | The number of mobile conversions from order quantity updates |
| Mobile conversion updates post engagement | The number of mobile conversions from post engagement updates |
| Mobile conversion updates post view | The number of mobile conversions from post view updates |
| Mobile conversion updates sale amount | The number of mobile conversions from sale amount updates |
| Qualified impressions | The total number of times your ads were 100% in-view on someone's screen |
| Replies | The total number of replies to your ads |
| Retweets | The total number of reposts of your ads |
| Spend | The total amount spent (the value of the currency in your ad account) |
| URL clicks | The total number of clicks on the links or Website Cards in your ads, including earned clicks |
| 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 |
| Video CTA clicks | The total number of clicks on the call to action in a video |
| 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 starts | The number of times someone started viewing a video |
| Video total views | The total number of views of the videos in your ads |
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