This guide refers to version 0, which is DEPRECATED and has been replaced with version 1.0 analytics. Version 0 endpoints will no longer be supported after June 30, 2016.
Campaign metrics depend on their campaign objective. Use this guide to determine how to calculcate derived metrics for use based on the objectives in place.
Any metric without curley brackets is one that is returned by the Ads API analytics endpoints. Any name surrounded by {curley brackets} indicates a derived metric for that category.
TWEET_ENGAGEMENTS
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {Total Engagements} | promoted_account_follows + promoted_tweet_search_engagements + promoted_tweet_timeline_engagements + promoted_tweet_profile_engagements
or
promoted_account_follows + promoted_tweet_search_clicks + promoted_tweet_search_replies + promoted_tweet_search_retweets + promoted_tweet_search_follows + promoted_tweet_timeline_clicks + promoted_tweet_timeline_replies + promoted_tweet_timeline_retweets + promoted_tweet_timeline_follows + promoted_tweet_profile_clicks + promoted_tweet_profile_replies + promoted_tweet_profile_retweets + promoted_tweet_profile_follows |
| {Engagement Rate} | {Total Engagements} / {Impressions} |
| {CPE} | billed_charge_local_micro / {Total Engagements} |
| {Media Views} | promoted_tweet_timeline_media_views + promoted_tweet_search_media_views + promoted_tweet_profile_media_views |
| {Media View Rate} | {Media Views} / {Impressions} |
WEBSITE_CLICKS
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {Link Clicks} | promoted_tweet_search_url_clicks + promoted_tweet_timeline_url_clicks + promoted_tweet_profile_url_clicks |
| {Click Rate} | {Link Clicks} / {Impressions} |
| {CPLC} | billed_charge_local_micro / {Link Clicks} |
| {Conversion} | conversion_custom + conversion_site_visits + conversion_sign_ups + conversion_downloads + conversion_purchases |
| {Conversion Rate} | {Conversion} / {Impressions} |
| {CPA} | billed_charge_local_micro / {Conversion} |
APP_INSTALLS, APP_ENGAGEMENTS
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_tweet_search_impressions + promoted_tweet_timeline_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {App Clicks} | promoted_tweet_app_install_attempts + promoted_tweet_app_open_attempts + promoted_tweet_timeline_url_clicks + promoted_tweet_search_url_clicks |
| {App Click Rate} | {App Clicks} / {Impressions} |
| {CPAC} | billed_charge_local_micro / {App Clicks} |
| {CPI} | billed_charge_local_micro / mobile_conversion_installs |
FOLLOWERS
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_account_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {Followers} | promoted_account_follows + promoted_tweet_profile_follows |
| {Follow Rate} | promoted_account_follow_rate |
| {CPF} | billed_charge_local_micro / {Followers} |
| {Media Views} | promoted_tweet_timeline_media_views + promoted_tweet_search_media_views + promoted_tweet_profile_media_views |
| {Media View Rate} | {Media Views} / {Impressions} |
LEAD_GENERATION
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {Leads} | promoted_tweet_search_card_engagements + promoted_tweet_timeline_card_engagements + promoted_tweet_profile_card_engagements |
| {Lead Rate} | {Leads} / {Impressions} |
| {Cost Per Lead} | billed_charge_local_micro / {Leads} |
VIDEO_VIEWS
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {Video Views} | promoted_video_total_views |
| {Video Rate} | promoted_video_total_views / {Impressions} |
| {Cost Per View} | billed_charge_local_micro / promoted_video_total_views |
QUALIFIED_IMPRESSIONS
| Derived Metric | Exposed Metric Calculation |
|---|
| {Impressions} | promoted_tweet_search_impressions + promoted_tweet_timeline_impressions + promoted_tweet_profile_impressions |
| {CPM} | billed_charge_local_micro / {Impressions} / 1000 |
| {Qualified Impressions} | promoted_tweet_timeline_qualified_impressions + promoted_tweet_search_qualified_impressions + promoted_tweet_profile_qualified_impressions |
| {Qualified Impression Rate} | {Qualified Impressions} / {Impressions} |
| {qCPM} | billed_charge_local_micro / {Qualified Impressions} / 1000 |
CUSTOM
For product_type of PROMOTED_ACCOUNT see the FOLLOWERS objective above. For all other product types with this objective, see TWEET_ENGAGEMENTS for the corresponding derived metrics.
