# Metrics Reference Every metric available on the performance dashboard, grouped as it appears in the picker, with what each one measures and where you can show it. Canonical: https://adsap.ai/docs/guides/insights/metrics Updated: 2026-09-13 The dashboard can show well over a hundred metrics. You will not want most of them. This page exists so that when you go looking for one, you can find out what it measures and where you can show it. You choose metrics in [Dashboard Settings](/guides/insights/dashboard-settings). The groups below are the same ones you see in the picker there. Some metrics only exist at certain levels. Meta's rankings, for example, exist only on ads, so they appear when you are looking at ads and not when you are looking at campaigns. ## Delivery **Spend**, **Impressions**, **CPM**. Meta ads also carry three rankings, available at ad level only: **Quality ranking**, **Engagement rate ranking**, **Conversion rate ranking**. These are Meta's own comparison of your ad against others competing for the same people. You cannot act on them directly. But a below-average quality ranking on an ad that is also expensive is a strong hint the creative is the problem. ## Traffic **Clicks (all)** counts every click anywhere on the ad, including likes and profile taps. **Link Clicks** counts clicks on the link. **Outbound Clicks** counts clicks that left for your site. They are different numbers, and the gap between them tells you something. A big gap between link clicks and landing page views means people click and leave before your page loads. Also here: **CTR (all)**, **Link CTR**, **Outbound CTR**, **CPC (all)**, **Cost / Link Click**, **Landing Page Views**, **LPV Rate**, **Cost / LPV**. On Google Ads: **Clicks**, **CTR**, **CPC**. ## Engagement **Post Engagements**, **Cost / Post Eng.** on Meta. **Engagements**, **Engagement Rate**, **Interactions**, **Interaction Rate** on Google Ads. ## Video **3-sec Video Plays**, **ThruPlays**, **Cost / ThruPlay**, and the completion points **Video 25%**, **50%**, **75%**, **95%**, **100%**. Two derived metrics are worth more than the raw counts: - **Hook Rate**: the share of people shown the video who watch past the first 3 seconds. This tells you whether your opening works. - **Hold Rate**: the share of people who got past 3 seconds and then stayed to a ThruPlay. This tells you whether the rest of the video works. They separate two different problems that a single completion number hides. A weak hook and a weak body need different fixes, and the [recommendations](/guides/recommendations/findings) use exactly this split. Google video adds **Video Views**, **Video View Rate**, **Avg. CPV**, and the YouTube social counts **YouTube Likes**, **YouTube Comments**, **YouTube Shares**. ## Conversions The group most people live in. **Results** and **Cost per result** follow your campaign's objective, so they mean the right thing without you picking a different metric for each campaign type. See [Result Metrics](/guides/insights/result-metrics) for how Adsap picks the result. Named conversions: **Purchases**, **Cost / Purchase**, **Leads**, **Cost / Lead**, **Add to Cart**, **Cost / ATC**, **Contacts**, **Checkouts**, **Registrations**, **App Installs**, **App Activations**. Value and efficiency: **Conv. Value**, **ROAS**, **AOV**, **CPA**, **Conv. Rate**. Google Ads adds **All Conv.**, **All Conv. Value**, **Cost / All Conv.**, **Cross-device Conv.** and **View-through Conv.** The plain **Conversions** number counts only the actions you marked as primary conversions, while **All Conv.** counts every conversion action you track. If those two numbers are far apart, check which actions you set as primary. ## Events (advanced) Less common pixel events, each with a cost-per-event counterpart: **Subscribes**, **Trials Started**, **Content Views**, **Add Payment Info**, **Applications Submitted**, **Wishlist Adds**. Also **Searches**, **Appointments Scheduled**, **Donations**, **Location Searches**, **Products Customized**. **Subscribe Value** and **Trial Start Value** carry the value where your pixel sends one. ## App Events In-app actions for app campaigns: **In-App Purchases**, **In-App Cart Adds**, **In-App Checkouts**, **In-App Content Views**, **In-App Registrations**. Also **In-App Searches**, **In-App Wishlist Adds**, **In-App Payment Info Adds**, **In-App Ratings**, **Achievements Unlocked**, **Levels Achieved**, **Credits Spent**, **Tutorials Completed**. ## Competitive (Google Ads) **Impression Share**, **Lost IS (budget)**, **Lost IS (rank)**, **Abs. Top Impr. Rate**, **Top Impr. Rate**, and **Quality Score** at keyword level. The two lost impression share numbers answer different questions. **Lost to budget** means you ran out of money. **Lost to rank** means you were not competitive enough to show. Raising the budget fixes the first and does nothing for the second. ## Your own custom conversions If you have custom conversions defined on your Meta pixel, they appear as their own section in the picker, named as you named them. They behave like any other metric: put them on a KPI card, a chart, or a table column. ## Two things that are true of every metric **Nothing here ever includes today.** Every range ends at yesterday in the ad account's own timezone. Conversions take a day or two to attribute, so a partial today makes every number look worse than reality and makes trends unreadable. **The comparison figure is the previous period of the same length.** Where a prior period does not exist, you get "No prior data" rather than a made-up percentage.