Meta Ads Metrics
In Swonkie, you can track the performance of your Meta Ads profiles through various metrics. This article presents all the available metrics for analysis, detailing their main characteristics for a deeper understanding.
Source: Indicates the origin of the displayed data.
Type: Represents how the metric is displayed, whether as a number or broken down into other metrics.
Labels: Specifies whether the metric allows filtering post data based on the labels assigned at the time of publication.
Nature: Defines whether the metric is related to posts, is a formula, or represents a daily count of the profile.
Aggregation: Explains how the metric values are calculated and presented (sum, average, last value, etc.). This is only applied when multiple values need to be aggregated.
Unit: Indicates the unit of measurement for the metric.
Status: Shows whether the metric is currently active, or if it is scheduled to be or has already been discontinued.
100% Video Completion
Number of users who watched 100% of the video.
25% Video Completion
Number of users who watched at least 25% of the video.
28-Day CTR
28-day click-through rate
28-Day Frequency
28-day frequency of ad exposure
28-Day Reach
28-day reach of ad impressions
28-Day Unique CTR
28-day unique click-through rate
28-Day Unique Inline Link CTR
28-day unique inline link click-through rate
28-Day Unique Link CTR
28-day unique link click-through rate
50% Video Completion
Number of users who watched at least 50% of the video.
7-Day CTR
7-day click-through rate
7-Day Frequency
7-day frequency of ad exposure
7-Day Reach
7-day reach of ad impressions
7-Day Unique CTR
7-day unique click-through rate
7-Day Unique Inline Link CTR
7-day unique inline link click-through rate
7-Day Unique Link CTR
7-day unique link click-through rate
75% Video Completion
Number of users who watched at least 75% of the video.
90-Day CTR
90-day click-through rate
90-Day Frequency
90-day frequency of ad exposure
90-Day Reach
90-day reach of ad impressions
90-Day Unique CTR
90-day unique click-through rate
90-Day Unique Inline Link CTR
90-day unique inline link click-through rate
90-Day Unique Link CTR
90-day unique link click-through rate
95% Video Completion
Number of users who watched at least 95% of the video.
Add to Cart by Age
Age distribution of cart additions
Add to Cart by Country
Geographic breakdown of cart additions
Add to Cart by Device
Cart additions analyzed by device type
Add to Cart by Gender
Gender distribution of cart additions
Add to Cart by Placement
Cart additions by content placement
Add to Cart by Platform
Platform analysis of cart additions
Add to Cart by Region
Regional breakdown of cart additions
Add to Cart
Total number of cart additions
Add to Cart
Number of 'Add to Cart' actions across multiple platforms.
Angry Reactions
Number of angry reactions on posts
Average Post Engagement
The total engagement divided by the number of posts.
Formula: A/B
Metrics:
A
-
Post Engagement
B
-
Post Count
Checkouts by Age
Age distribution of initiated checkouts
Checkouts by Country
Geographic breakdown of initiated checkouts
Checkouts by Device
Checkout initiations by device type
Checkouts by Gender
Gender distribution of initiated checkouts
Checkouts by Placement
Checkout initiations by content placement
Checkouts by Platform
Platform analysis of initiated checkouts
Checkouts by Region
Regional breakdown of initiated checkouts
Checkouts
Total number of initiated checkouts
Click-Through Rate (CTR)
Click-through rate of the post.
Clicks by Age
Clicks broken down by age group
Clicks by Country
Clicks broken down by country
Clicks by Device
Clicks broken down by device type
Clicks by Gender
Clicks broken down by gender
Clicks by Placement
Clicks broken down by ad placement
Clicks by Platform
Clicks broken down by platform
Clicks by Region
Clicks broken down by region
Clicks
Total number of clicks
Comments by Age
Comments broken down by age group
Comments by Country
Comments broken down by country
Comments by Device
Comments broken down by device type
Comments by Gender
Comments broken down by gender
Comments by Placement
Comments broken down by ad placement
Comments by Platform
Comments broken down by platform
Comments by Region
Comments broken down by region
Comments
Total number of comments
Completed Registrations
Number of completed registrations across platforms.
Content Views by Age
Age distribution of content views
Content Views by Country
Geographic breakdown of content views
Content Views by Device
Content views by device type
Content Views by Gender
Gender distribution of content views
Content Views by Placement
Content views by placement location
Content Views by Platform
Platform analysis of content views
Content Views by Region
Regional breakdown of content views
Content Views
Total number of content views
Content Views
Number of views on content across platforms.
Cost per 1,000 Impressions (CPM)
Cost per 1,000 impressions (CPM) for the post.
Cost per Action (CPP)
Cost per action (CPP) for the post, based on defined goals.
Cost per Click (CPC)
Average cost per click (CPC) for the post.
Cost per Unique Click by Age
Cost per unique click broken down by age group
Cost per Unique Click by Country
Cost per unique click broken down by country
Cost per Unique Click by Device
Cost per unique click broken down by device type
Cost per Unique Click by Gender
Cost per unique click broken down by gender
Cost per Unique Click by Placement
Cost per unique click broken down by ad placement
Cost per Unique Click by Platform
Cost per unique click broken down by platform
Cost per Unique Click by Region
Cost per unique click broken down by region
Cost per Unique Click
Average cost per unique click
Cost per Unique Click
Cost for each unique click on the post.
Cost per Unique Inline Link Click by Age
Cost per unique inline link click broken down by age group
Cost per Unique Inline Link Click by Country
Cost per unique inline link click broken down by country
Cost per Unique Inline Link Click by Device
Cost per unique inline link click broken down by device type
Cost per Unique Inline Link Click by Gender
Cost per unique inline link click broken down by gender
Cost per Unique Inline Link Click by Placement
Cost per unique inline link click broken down by ad placement
Cost per Unique Inline Link Click by Platform
Cost per unique inline link click broken down by platform
Cost per Unique Inline Link Click by Region
Cost per unique inline link click broken down by region
Cost per Unique Inline Link Click
Average cost per unique inline link click
Cost per Unique Inline Link Click
Cost for each unique inline link click on the post.
CPC by Age
Cost per click broken down by age group
CPC by Country
Cost per click broken down by country
CPC by Device
Cost per click broken down by device type
CPC by Gender
Cost per click broken down by gender
CPC by Placement
Cost per click broken down by ad placement
CPC by Platform
Cost per click broken down by platform
CPC by Region
Cost per click broken down by region
CPC
Average cost per click
CPM by Age
Cost per thousand impressions broken down by age group
CPM by Country
Cost per thousand impressions broken down by country
CPM by Device
Cost per thousand impressions broken down by device type
CPM by Gender
Cost per thousand impressions broken down by gender
CPM by Placement
Cost per thousand impressions broken down by ad placement
CPM by Platform
Cost per thousand impressions broken down by platform
CPM by Region
Cost per thousand impressions broken down by region
CPM
Average cost per thousand impressions
CPP by Age
Cost per purchase broken down by age group
CPP by Country
Cost per purchase broken down by country
CPP by Device
Cost per purchase broken down by device type
CPP by Gender
Cost per purchase broken down by gender
CPP by Placement
Cost per purchase broken down by ad placement
CPP by Platform
Cost per purchase broken down by platform
CPP by Region
Cost per purchase broken down by region
CPP
Average cost per purchase
CTR by Age
Click-through rate broken down by age group
CTR by Country
Click-through rate broken down by country
CTR by Device
Click-through rate broken down by device type
CTR by Gender
Click-through rate broken down by gender
CTR by Placement
Click-through rate broken down by ad placement
CTR by Platform
Click-through rate broken down by platform
CTR by Region
Click-through rate broken down by region
CTR
Average click-through rate
FB Pixel - Add Payment Info
Number of 'Add Payment Info' conversions tracked by Facebook Pixel.
Frequency by Age
Frequency of ad exposure broken down by age group
Frequency by Country
Frequency of ad exposure broken down by country
Frequency by Device
Frequency of ad exposure broken down by device type
Frequency by Gender
Frequency of ad exposure broken down by gender
Frequency by Placement
Frequency of ad exposure broken down by ad placement
Frequency by Platform
Frequency of ad exposure broken down by platform
Frequency by Region
Frequency of ad exposure broken down by region
Frequency
Shows how often your content appears to the same audience
Frequency
Average number of times the post was seen by each user.
Haha Reactions
Number of haha reactions on posts
Impressions by Age
Breakdown of content views across different age groups
Impressions by Country
Distribution of content views across different countries
Impressions by Device
Content views categorized by device type
Impressions by Gender
Content views segmented by audience gender
Impressions by Placement
Content views broken down by placement location
Impressions by Platform
Content views across different social media platforms
Impressions by Region
Regional distribution of content views
Impressions
Total number of times your content was viewed
Impressions
Total number of times the post was displayed.
Initiated Checkouts
Number of initiated checkouts across platforms.
Leads by Age
Lead generation results across age groups
Leads by Country
Lead generation breakdown by country
Leads by Device
Lead generation categorized by device type
Leads by Gender
Lead generation segmented by gender
Leads by Placement
Lead generation results by content placement
Leads by Platform
Lead generation across different platforms
Leads by Region
Regional distribution of lead generation
Leads
Total number of leads generated
Leads
Number of leads generated from the post.
Like Reactions
Number of like reactions on posts
Link Clicks by Age
Link interaction patterns across age groups
Link Clicks by Country
Geographic distribution of link clicks
Link Clicks by Device
Link interactions across different devices
Link Clicks by Gender
Link interaction patterns by gender
Link Clicks by Placement
Link performance based on content placement
Link Clicks by Platform
Link interaction trends across platforms
Link Clicks by Region
Regional analysis of link interactions
Link Clicks
Total number of clicks on your links
Link Clicks
Number of link clicks on the post.
Love Reactions
Number of love reactions on posts
Other Actions by Age
Age distribution of miscellaneous actions
Other Actions by Country
Geographic breakdown of miscellaneous actions
Other Actions by Device
Miscellaneous actions by device type
Other Actions by Gender
Gender distribution of miscellaneous actions
Other Actions by Placement
Miscellaneous actions by content placement
Other Actions by Platform
Platform analysis of miscellaneous actions
Other Actions by Region
Regional breakdown of miscellaneous actions
Other Actions
Total number of miscellaneous actions
Other Actions
Miscellaneous actions taken on the post.
Outbound Clicks by Age
Age distribution of outbound link clicks
Outbound Clicks by Country
Geographic breakdown of outbound clicks
Outbound Clicks by Device
Outbound clicks by device type
Outbound Clicks by Gender
Gender distribution of outbound clicks
Outbound Clicks by Placement
Outbound clicks by content placement
Outbound Clicks by Platform
Platform analysis of outbound clicks
Outbound Clicks by Region
Regional breakdown of outbound clicks
Outbound Clicks
Total number of outbound link clicks
Outbound Clicks
Number of clicks that led users off the platform.
Page Engagement by Age
Age distribution of page interactions
Page Engagement by Country
Geographic breakdown of page interactions
Page Engagement by Device
Page interactions by device type
Page Engagement by Gender
Gender distribution of page interactions
Page Engagement by Placement
Page interactions by content placement
Page Engagement by Platform
Platform analysis of page interactions
Page Engagement by Region
Page engagement segmented by geographical region.
Page Engagement
Total interactions with your page
Page Engagement
Total interactions with the post, including reactions, shares, and comments.
Payment Info Added by Age
Age distribution of users who added payment information
Payment Info Added by Country
Geographic breakdown of payment information submissions
Payment Info Added by Device
Payment information submissions by device type
Payment Info Added by Gender
Gender distribution of payment information submissions
Payment Info Added by Placement
Payment information submissions by ad placement
Payment Info Added by Platform
Platform breakdown of payment information submissions
Payment Info Added by Region
Regional analysis of payment information submissions
Payment Info Added
Total number of users who added payment information
Photo Views by Age
Age distribution of photo views
Photo Views by Country
Geographic breakdown of photo views
Photo Views by Device
Photo views analyzed by device type
Photo Views by Gender
Gender distribution of photo views
Photo Views by Placement
Photo views by content placement
Photo Views by Platform
Platform analysis of photo views
Photo Views by Region
Regional breakdown of photo views
Photo Views
Total number of photo views
Photo Views
Number of photo views on the post.
Post Clicks
Total number of clicks on the post.
Post Comments
Total number of comments on the post.
Post comments
The total number of comments left on your post.
Post Count
Total number of posts.
Post Engagement by Age
Age distribution of post interactions
Post Engagement by Country
Geographic breakdown of post engagement
Post Engagement by Device
Post interactions by device type
Post Engagement by Gender
Gender distribution of post engagement
Post Engagement by Placement
Post interactions by placement location
Post Engagement by Platform
Platform analysis of post engagement
Post Engagement by Region
Regional breakdown of post engagement
Post Engagement
Total interactions with posts
Post Engagement
Overall engagement on the post, including clicks, reactions, and shares.
Post engagement rate
The total engagement from the period divided by the number of posts and your average reach.
Formula: ((A/B)/C)*100
Metrics:
A
-
Post Engagement
B
-
Post Count
C
-
Reach
Post Impressions
The total number of times your post was displayed, including multiple views from the same account.
Post Reach
The total number of unique users who have seen your post.
Post Reactions
Total reactions on the post (likes, loves, etc.).
Post reactions
The number of likes your post has received.
Post shares
The total number of times your post has been shared by users.
Post Views
The total number of views your post has received.
Posts by Age
Age distribution of post interactions
Posts by Country
Geographic breakdown of posts
Posts by Device
Post distribution by device type
Posts by Gender
Gender distribution of posts
Posts by Placement
Post distribution by placement location
Posts by Platform
Platform analysis of posts
Posts by Region
Regional breakdown of posts
Posts
Total number of posts
Purchases by Age
Age distribution of completed purchases
Purchases by Country
Geographic breakdown of purchases
Purchases by Device
Purchase completions by device type
Purchases by Gender
Gender distribution of purchases
Purchases by Placement
Purchase completions by content placement
Purchases by Platform
Platform analysis of completed purchases
Purchases by Region
Regional breakdown of purchases
Purchases
Total number of completed purchases
Purchases
Number of purchases tracked across platforms.
Reach by Age
Age distribution of content reach
Reach by Country
Geographic breakdown of content reach
Reach by Device
Content reach by device type
Reach by Gender
Gender distribution of content reach
Reach by Placement
Content reach by placement location
Reach by Platform
Platform analysis of content reach
Reach by Region
Regional breakdown of content reach
Reach
Total number of unique users reached
Reach
Number of unique users who saw the post.
Reactions by Age
Age distribution of post reactions
Reactions by Country
Geographic breakdown of post reactions
Reactions by Device
Post reactions by device type
Reactions by Gender
Gender distribution of post reactions
Reactions by Placement
Post reactions by placement location
Reactions by Platform
Platform analysis of post reactions
Reactions by Region
Regional breakdown of post reactions
Reactions
Total number of post reactions
Registrations by Age
Age distribution of completed registrations
Registrations by Country
Geographic breakdown of completed registrations
Registrations by Device
Registration completions by device type
Registrations by Gender
Gender distribution of completed registrations
Registrations by Placement
Registration completions by content placement
Registrations by Platform
Platform analysis of completed registrations
Registrations by Region
Regional breakdown of completed registrations
Registrations
Total number of completed registrations
ROAS by Age
Return on ad spend analyzed by age groups
ROAS by Country
Geographic breakdown of return on ad spend
ROAS by Device
Return on ad spend by device type
ROAS by Gender
Gender distribution of return on ad spend
ROAS by Placement
Return on ad spend by placement location
ROAS by Platform
Platform analysis of return on ad spend
ROAS by Region
Regional breakdown of return on ad spend
ROAS
Overall return on ad spend
Sad Reactions
Number of sad reactions on posts
Shares
Total shares of the post.
Spend by Age
Age distribution of ad spend
Spend by Country
Geographic breakdown of ad spend
Spend by Device
Ad spend by device type
Spend by Gender
Gender distribution of ad spend
Spend by Placement
Ad spend by placement location
Spend by Platform
Platform analysis of ad spend
Spend by Region
Regional breakdown of ad spend
Spend
Total amount spent on the post.
Unique Actions by Age
Age distribution of unique user actions
Unique Actions by Country
Geographic breakdown of unique actions
Unique Actions by Device
Unique actions by device type
Unique Actions by Gender
Gender distribution of unique actions
Unique Actions by Placement
Unique actions by placement location
Unique Actions by Platform
Platform analysis of unique actions
Unique Actions by Region
Regional breakdown of unique actions
Unique Actions
Total number of unique user actions
Unique Actions
Number of unique actions taken on the post.
Unique Clicks by Age
Age distribution of unique clicks
Unique Clicks by Country
Geographic breakdown of unique clicks
Unique Clicks by Device
Unique clicks by device type
Unique Clicks by Gender
Gender distribution of unique clicks
Unique Clicks by Placement
Unique clicks by placement location
Unique Clicks by Platform
Platform analysis of unique clicks
Unique Clicks by Region
Regional breakdown of unique clicks
Unique Clicks
Total number of unique clicks
Unique Clicks
Number of unique clicks on the post.
Unique CTR by Age
Age distribution of unique click-through rate
Unique CTR by Country
Geographic breakdown of unique click-through rate
Unique CTR by Device
Unique click-through rate by device type
Unique CTR by Gender
Unique click-through rate segmented by gender.
Unique CTR by Placement
Unique click-through rate segmented by ad placement.
Unique CTR by Platform
Unique click-through rate segmented by platform (e.g., desktop or mobile).
Unique CTR by Region
Unique click-through rate segmented by geographical region.
Unique CTR
Overall unique click-through rate across campaigns.
Unique CTR
Unique click-through rate of the post.
Unique Inline Link Clicks by Age
Unique inline link clicks segmented by age group.
Unique Inline Link Clicks by Country
Unique inline link clicks segmented by country.
Unique Inline Link Clicks by Device
Unique inline link clicks segmented by device type.
Unique Inline Link Clicks by Gender
Unique inline link clicks segmented by gender.
Unique Inline Link Clicks by Placement
Unique inline link clicks segmented by ad placement.
Unique Inline Link Clicks by Platform
Unique inline link clicks segmented by platform.
Unique Inline Link Clicks by Region
Unique inline link clicks segmented by geographical region.
Unique Inline Link Clicks
Overall unique inline link clicks.
Unique Inline Link Clicks
Number of unique inline link clicks on the post.
Unique Inline Link CTR by Age
Unique inline link click-through rate segmented by age group.
Unique Inline Link CTR by Country
Unique inline link click-through rate segmented by country.
Unique Inline Link CTR by Device
Unique inline link click-through rate segmented by device type.
Unique Inline Link CTR by Gender
Unique inline link click-through rate segmented by gender.
Unique Inline Link CTR by Placement
Unique inline link click-through rate segmented by ad placement.
Unique Inline Link CTR by Platform
Unique inline link click-through rate segmented by platform.
Unique Inline Link CTR by Region
Unique inline link click-through rate segmented by geographical region.
Unique Inline Link CTR
Overall unique inline link click-through rate.
Unique Inline Link CTR
Unique click-through rate for inline links in the post.
Unique Link CTR by Age
Unique link click-through rate segmented by age group.
Unique Link CTR by Country
Unique link click-through rate segmented by country.
Unique Link CTR by Device
Unique link click-through rate segmented by device type.
Unique Link CTR by Gender
Unique link click-through rate segmented by gender.
Unique Link CTR by Placement
Unique link click-through rate segmented by ad placement.
Unique Link CTR by Platform
Unique link click-through rate segmented by platform.
Unique Link CTR by Region
Unique link click-through rate segmented by geographical region.
Unique Link CTR
Overall unique link click-through rate.
Unique Link CTR
Unique click-through rate for link clicks on the post.
Unique Outbound Clicks by Age
Unique outbound clicks segmented by age group.
Unique Outbound Clicks by Country
Unique outbound clicks segmented by country.
Unique Outbound Clicks by Device
Unique outbound clicks segmented by device type.
Unique Outbound Clicks by Gender
Unique outbound clicks segmented by gender.
Unique Outbound Clicks by Placement
Unique outbound clicks segmented by ad placement.
Unique Outbound Clicks by Platform
Unique outbound clicks segmented by platform.
Unique Outbound Clicks by Region
Unique outbound clicks segmented by geographical region.
Unique Outbound Clicks
Overall unique outbound clicks.
Unique Outbound Clicks
Number of unique outbound clicks on the post.
Video Views by Age
Video views segmented by age group.
Video Views by Country
Video views segmented by country.
Video Views by Device
Video views segmented by device type.
Video Views by Gender
Video views segmented by gender.
Video Views by Placement
Video views segmented by ad placement.
Video Views by Platform
Video views segmented by platform.
Video Views by Region
Video views segmented by geographical region.
Video Views
Overall video views.
Video Views
Total video views on the post.
Wow Reactions
Number of wow reactions on posts