X 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.

For details and limitations on how we collect, backfill, and store data for each social network, see Understand data in Analytics.

X ad metrics
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
Reposts	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

Return to the full list of metrics available in Analytics

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X ad metrics

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X ad metrics