Snapchat Ads Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for Snapchat Ads data extraction through Adzviser.
Metrics
Core Performance
| Field Name | Description |
|---|---|
| Impressions | Total ad impressions |
| Unique impressions | Unique users reached |
| Swipes | Swipe up actions |
| Cost | Total spend amount |
| Screen time (s) | Screen time in milliseconds |
| Paid impressions | Paid ad impressions |
| Frequency | Ad frequency |
| Swipe up rate | Swipe-up actions divided by impressions |
| CPM | Cost per thousand impressions |
| Cost per swipe up | Cost per swipe action |
| Cost per view | Cost per video view |
Video Metrics
| Field Name | Description |
|---|---|
| First quartile views | Views at 25% |
| Second quartile views | Views at 50% |
| Third quartile views | Views at 75% |
| Video completions | Complete video views |
| Video views | Total video views |
| Video views 15 seconds | 15-second video views |
Attachment Metrics
| Field Name | Description |
|---|---|
| Attachment frequency | Attachment view frequency |
| Attachment avg. view time (s) | Avg attachment view time |
| Attachment total view time (s) | Total attachment view time |
| Attachment impressions | Unique attachment views |
| 25% attachment quartile | Attachment 25% views |
| 50% attachment quartile | Attachment 50% views |
| 75% attachment quartile | Attachment 75% views |
| Attachment completions | Attachment complete views |
| Attachment video views | Number of times users viewed attachment video |
App Install Metrics
| Field Name | Description |
|---|---|
| Total app installs | Number of attributed app-install events |
| Android installs | Android app installs |
| iOS installs | iOS app installs |
| Cost per install | Cost per app install |
| Application install rate | App install rate |
Engagement Metrics
| Field Name | Description |
|---|---|
| Leads | Native lead submissions |
| Cost per Lead | Advertising spend divided by attributed leads |
| Camera saves | Number of times users saved the Snap to their device camera roll |
| Camera shares | Number of times users shared camera |
| Earned impressions | Number of times earned was served or displayed |
| Camera save rate | Camera-save actions divided by qualifying Snap views |
| Camera share rate | Camera-share actions divided by qualifying Snap views |
| Cost per camera share | Total cost divided by the number of camera share events |
| Story opens | Story open actions |
| Cost per story open | Total cost divided by the number of story open events |
| Story open rate | Opens divided by successfully delivered messages |
| Story completes | Story completion actions |
| Story complete rate | Story completion rate |
Conversion Metrics
| Field Name | Description |
|---|---|
| ROAS | Return on ad spend |
| Purchases value | Total purchase value |
| Purchases value swipe up | Swipe-up purchase value |
| Purchases value view | View purchase value |
| Purchases | Total purchases |
| Purchases swipe up | Swipe-up purchases |
| Purchases view | View-through purchases |
| Cost per purchase | Advertising spend divided by attributed purchases |
Achievement & Game Metrics
| Field Name | Description |
|---|---|
| Achievement unlocked | Achievement unlocks |
| Achievement unlocked swipe ups | Swipe achievement unlocks |
| Achievement unlocked views | View achievement unlocks |
| Level complete | Level completions |
| Level complete swipe up | Swipe level completions |
| Level complete view | View level completions |
E-commerce Conversions
| Field Name | Description |
|---|---|
| Add billing | Add billing events |
| Add billing swipe up | Swipe add billing |
| Add billing view | View add billing |
| Cost per add billing | Total cost divided by the number of add billing events |
| Add to cart | Add to cart events |
| Add to cart swipe up | Swipe add to cart |
| Add to cart view | View add to cart |
| Cost per add to cart | Total cost divided by the number of add to cart events |
| Adds to wishlist | Wishlist additions |
| Adds to wishlist swipe ups | Swipe wishlist adds |
| Adds to wishlist views | View wishlist adds |
| Cost per add to wishlist | Cost per wishlist add |
| Started checkouts | Checkout initiations |
| Started checkouts swipe up | Swipe checkouts |
| Started checkouts view | View checkouts |
| Cost per start checkout | Cost per checkout start |
User Engagement Conversions
| Field Name | Description |
|---|---|
| Sign ups | Sign-up events |
| Sign ups swipe up | Swipe sign-ups |
| Sign ups view | View sign-ups |
| Cost per sign up | Cost per sign-up |
| Subscribes | Subscribe events |
| Subscribes swipe ups | Swipe subscribes |
| Subscribes views | View subscribes |
| Cost per subscribe | Total cost divided by the number of subscribe events |
| Logins | Login events |
| Logins swipe ups | Swipe logins |
| Logins views | View logins |
| Cost per login | Total cost divided by the number of login events |
Content & Search
| Field Name | Description |
|---|---|
| Content views | Content view events |
| Content views swipe up | Swipe content views |
| Content views view | View content views |
| Cost per content view | Total cost divided by the number of content view events |
| Page views | Page view events |
| Page views swipe up | Swipe page views |
| Page views view | View page views |
| Cost per page view | Total cost divided by the number of page view events |
| Searches | Search events |
| Searches swipe up | Swipe searches |
| Searches view | View searches |
| Cost per search | Total cost divided by the number of search events |
App Events
| Field Name | Description |
|---|---|
| App opens | App open events |
| App opens swipe up | Swipe app opens |
| App opens view | View app opens |
| Save | Save events |
| Save swipe up | Swipe saves |
| Save view | View saves |
| Cost per save | Total cost divided by the number of save events |
Custom Events
| Field Name | Description |
|---|---|
| Custom event 1 | Number of attributed occurrences of custom event 1 |
| Custom event 1 swipe ups | Swipe custom event 1 |
| Custom event 1 views | View custom event 1 |
| Cost per custom event 1 | Total cost divided by the number of custom event 1 events |
| Custom event 2 | Number of attributed occurrences of custom event 2 |
| Custom event 3 | Number of attributed occurrences of custom event 3 |
| Custom event 4 | Number of attributed occurrences of custom event 4 |
| Custom event 5 | Number of attributed occurrences of custom event 5 |
SKAN Conversions
| Field Name | Description |
|---|---|
| App installs (SKAN) | SKAN app installs |
| Purchases (SKAN) | SKAN purchases |
| Add to cart (SKAN) | SKAN add to cart |
| Sign ups (SKAN) | SKAN sign-ups |
| Content views (SKAN) | SKAN content views |
| Searches (SKAN) | SKAN searches |
| Started checkouts (SKAN) | SKAN checkouts |
| Subscribes (SKAN) | SKAN subscribes |
| Achievement unlocked (SKAN) | SKAN achievements |
| Level complete (SKAN) | SKAN level completions |
| Achievement unlocked value | Monetary value of achievement unlocked value in the account's reporting currency |
| Cost per achievement unlocked | Total cost divided by the number of achievement unlocked events |
| Custom event 2 swipe ups | Swipe-up-attributed occurrences of custom event 2 |
| Custom event 2 views | Number of times users viewed custom event 2 |
| Cost per custom event 2 | Total cost divided by the number of custom event 2 events |
| Custom event 3 swipe ups | Swipe-up-attributed occurrences of custom event 3 |
| Custom event 3 views | Number of times users viewed custom event 3 |
| Cost per custom event 3 | Total cost divided by the number of custom event 3 events |
| Custom event 4 swipe ups | Swipe-up-attributed occurrences of custom event 4 |
| Custom event 4 views | Number of times users viewed custom event 4 |
| Cost per custom event 4 | Total cost divided by the number of custom event 4 events |
| Custom event 5 swipe ups | Swipe-up-attributed occurrences of custom event 5 |
| Custom event 5 views | Number of times users viewed custom event 5 |
| Cost per custom event 5 | Total cost divided by the number of custom event 5 events |
| Subscribes value | Monetary value of subscribes value in the account's reporting currency |
| Ad clicks | Number of tracked clicks on ad |
| Ad clicks swipe ups | Number of swipe-ups attributed to ad clicks |
| Ad clicks views | Number of times users viewed ad clicks |
| Ad clicks value | Monetary value of ad clicks value in the account's reporting currency |
| Cost per ad click | Total cost divided by the number of ad click events |
| Ad views | Number of times users viewed ad |
| Ad views swipe ups | Number of swipe-ups attributed to ad views |
| Ad views value | Monetary value of ad views value in the account's reporting currency |
| Cost per ad view | Total cost divided by the number of ad view events |
| Completed tutorials | Number of users who completed the tutorial |
| Completed tutorials swipe ups | Number of swipe-ups attributed to completed tutorials |
| Completed tutorials views | Number of times users viewed completed tutorials |
| Completed tutorials value | Monetary value of completed tutorials value in the account's reporting currency |
| Cost per completed tutorial | Total cost divided by the number of completed tutorial events |
| Invites sent | Number of invites successfully sent |
| Invites sent swipe ups | Number of swipe-ups attributed to invites sent |
| Invites sent views | Number of times users viewed invites sent |
| Invites sent value | Monetary value of invites sent value in the account's reporting currency |
| Cost per invites sent | Total cost divided by the number of invites sent events |
| Logins value | Monetary value of logins value in the account's reporting currency |
| Shares | Number of times users shared the reported content |
| Shares swipe ups | Number of swipe-ups attributed to shares |
| Shares views | Number of times users viewed shares |
| Shares value | Monetary value of shares value in the account's reporting currency |
| Cost per share | Total cost divided by the number of share events |
| Reservations | Number of completed reservation events |
| Reservations swipe ups | Number of swipe-ups attributed to reservations |
| Reservations views | Number of times users viewed reservations |
| Reservations value | Monetary value of reservations value in the account's reporting currency |
| Cost per reservation | Total cost divided by the number of reservation events |
| Adds to wishlist value | Monetary value of adds to wishlist value in the account's reporting currency |
| Credits spent | Amount of credits consumed or spent |
| Credits spent swipe ups | Number of swipe-ups attributed to credits spent |
| Credits spent views | Number of times users viewed credits spent |
| Credits spent value | Monetary value of credits spent value in the account's reporting currency |
| Cost per credit spent | Total cost divided by the number of credit spent events |
| Rates submitted | Number of completed rates submissions |
| Rates submitted swipe ups | Number of swipe-ups attributed to rates submitted |
| Rates submitted views | Number of times users viewed rates submitted |
| Rates submitted value | Monetary value of rates submitted value in the account's reporting currency |
| Cost per rate submitted | Total cost divided by the number of rate submitted events |
| Trial starts | Number of users who started a trial |
| Trial starts swipe ups | Number of swipe-ups attributed to trial starts |
| Trial starts views | Number of times users viewed trial starts |
| Trial starts value | Monetary value of trial starts value in the account's reporting currency |
| Cost per trial start | Total cost divided by the number of trial start events |
| Lists viewed | Number of times users viewed lists |
| Lists viewed swipe ups | Number of swipe-ups attributed to lists viewed |
| Lists viewed views | Number of times users viewed lists viewed |
| Lists viewed value | Monetary value of lists viewed value in the account's reporting currency |
| Cost per list viewed | Total cost divided by the number of list viewed events |
| Store visits | Number of attributed visits to a physical store |
| Achievement unlocked swipe up (SKAN) | SKAdNetwork-reported achievement unlocked events attributed to swipe-ups |
| Achievement unlocked views (SKAN) | Number of achievement unlocked views events reported through SKAdNetwork |
| Ad clicks swipe up (SKAN) | SKAdNetwork-reported ad clicks events attributed to swipe-ups |
| Ad clicks views (SKAN) | Number of ad clicks views events reported through SKAdNetwork |
| Ad clicks (SKAN) | Number of ad clicks events reported through SKAdNetwork |
| Ad views swipe up (SKAN) | SKAdNetwork-reported ad views events attributed to swipe-ups |
| Ad views views (SKAN) | Number of ad views views events reported through SKAdNetwork |
| Ad views (SKAN) | Number of ad views events reported through SKAdNetwork |
| Add billing swipe up (SKAN) | SKAdNetwork-reported add billing events attributed to swipe-ups |
| Add billing views (SKAN) | Number of add billing views events reported through SKAdNetwork |
| Add billing (SKAN) | Number of add billing events reported through SKAdNetwork |
| Add to cart swipe up (SKAN) | SKAdNetwork-reported add to cart events attributed to swipe-ups |
| Add to cart views (SKAN) | Number of add to cart views events reported through SKAdNetwork |
| Adds to wishlist swipe up (SKAN) | SKAdNetwork-reported adds to wishlist events attributed to swipe-ups |
| Adds to wishlist views (SKAN) | Number of adds to wishlist views events reported through SKAdNetwork |
| Adds to wishlist (SKAN) | Number of adds to wishlist events reported through SKAdNetwork |
| App installs swipe up (SKAN) | SKAdNetwork-reported app installs events attributed to swipe-ups |
| App installs views (SKAN) | Number of app installs views events reported through SKAdNetwork |
| App opens swipe up (SKAN) | SKAdNetwork-reported app opens events attributed to swipe-ups |
| App opens views (SKAN) | Number of app opens views events reported through SKAdNetwork |
| App opens (SKAN) | Number of app opens events reported through SKAdNetwork |
| Completed tutorials swipe up (SKAN) | SKAdNetwork-reported completed tutorials events attributed to swipe-ups |
| Completed tutorials views (SKAN) | Number of completed tutorials views events reported through SKAdNetwork |
| Completed tutorials (SKAN) | Number of completed tutorials events reported through SKAdNetwork |
| Content views swipe up (SKAN) | SKAdNetwork-reported content views events attributed to swipe-ups |
| Content views views (SKAN) | Number of content views views events reported through SKAdNetwork |
| Credits spent swipe up (SKAN) | SKAdNetwork-reported credits spent events attributed to swipe-ups |
| Credits spent views (SKAN) | Number of credits spent views events reported through SKAdNetwork |
| Credits spent (SKAN) | Number of credits spent events reported through SKAdNetwork |
| Custom event 1 swipe up (SKAN) | SKAdNetwork-reported custom event 1 events attributed to swipe-ups |
| Custom event 1 views (SKAN) | Number of custom event 1 views events reported through SKAdNetwork |
| Custom event 1 (SKAN) | Number of custom event 1 events reported through SKAdNetwork |
| Custom event 2 swipe up (SKAN) | SKAdNetwork-reported custom event 2 events attributed to swipe-ups |
| Custom event 2 views (SKAN) | Number of custom event 2 views events reported through SKAdNetwork |
| Custom event 2 (SKAN) | Number of custom event 2 events reported through SKAdNetwork |
| Custom event 3 swipe up (SKAN) | SKAdNetwork-reported custom event 3 events attributed to swipe-ups |
| Custom event 3 views (SKAN) | Number of custom event 3 views events reported through SKAdNetwork |
| Custom event 3 (SKAN) | Number of custom event 3 events reported through SKAdNetwork |
| Custom event 4 swipe up (SKAN) | SKAdNetwork-reported custom event 4 events attributed to swipe-ups |
| Custom event 4 views (SKAN) | Number of custom event 4 views events reported through SKAdNetwork |
| Custom event 4 (SKAN) | Number of custom event 4 events reported through SKAdNetwork |
| Custom event 5 swipe up (SKAN) | SKAdNetwork-reported custom event 5 events attributed to swipe-ups |
| Custom event 5 views (SKAN) | Number of custom event 5 views events reported through SKAdNetwork |
| Custom event 5 (SKAN) | Number of custom event 5 events reported through SKAdNetwork |
| Invites sent swipe up (SKAN) | SKAdNetwork-reported invites sent events attributed to swipe-ups |
| Invites sent views (SKAN) | Number of invites sent views events reported through SKAdNetwork |
| Invites sent (SKAN) | Number of invites sent events reported through SKAdNetwork |
| Level complete swipe up (SKAN) | SKAdNetwork-reported level complete events attributed to swipe-ups |
| Level complete views (SKAN) | Number of level complete views events reported through SKAdNetwork |
| Lists viewed swipe up (SKAN) | SKAdNetwork-reported lists viewed events attributed to swipe-ups |
| Lists viewed views (SKAN) | Number of lists viewed views events reported through SKAdNetwork |
| Lists viewed (SKAN) | Number of lists viewed events reported through SKAdNetwork |
| Logins swipe up (SKAN) | SKAdNetwork-reported logins events attributed to swipe-ups |
| Logins views (SKAN) | Number of logins views events reported through SKAdNetwork |
| Logins (SKAN) | Number of logins events reported through SKAdNetwork |
| Page views swipe up (SKAN) | SKAdNetwork-reported page views events attributed to swipe-ups |
| Page views views (SKAN) | Number of page views views events reported through SKAdNetwork |
| Page views (SKAN) | Number of page views events reported through SKAdNetwork |
| Purchases swipe up (SKAN) | SKAdNetwork-reported purchases events attributed to swipe-ups |
| Purchases views (SKAN) | Number of purchases views events reported through SKAdNetwork |
| Rates submitted swipe up (SKAN) | SKAdNetwork-reported rates submitted events attributed to swipe-ups |
| Rates submitted views (SKAN) | Number of rates submitted views events reported through SKAdNetwork |
| Rates submitted (SKAN) | Number of rates submitted events reported through SKAdNetwork |
| Reservations swipe up (SKAN) | SKAdNetwork-reported reservations events attributed to swipe-ups |
| Reservations views (SKAN) | Number of reservations views events reported through SKAdNetwork |
| Reservations (SKAN) | Number of reservations events reported through SKAdNetwork |
| Save swipe up (SKAN) | SKAdNetwork-reported save events attributed to swipe-ups |
| Save views (SKAN) | Number of save views events reported through SKAdNetwork |
| Save (SKAN) | Number of save events reported through SKAdNetwork |
| Searches swipe up (SKAN) | SKAdNetwork-reported searches events attributed to swipe-ups |
| Searches views (SKAN) | Number of searches views events reported through SKAdNetwork |
| Shares swipe up (SKAN) | SKAdNetwork-reported shares events attributed to swipe-ups |
| Shares views (SKAN) | Number of shares views events reported through SKAdNetwork |
| Shares (SKAN) | Number of shares events reported through SKAdNetwork |
| Sign ups swipe up (SKAN) | SKAdNetwork-reported sign ups events attributed to swipe-ups |
| Sign ups views (SKAN) | Number of sign ups views events reported through SKAdNetwork |
| Started checkouts swipe up (SKAN) | SKAdNetwork-reported started checkouts events attributed to swipe-ups |
| Started checkouts views (SKAN) | Number of started checkouts views events reported through SKAdNetwork |
| Subscribes swipe up (SKAN) | SKAdNetwork-reported subscribes events attributed to swipe-ups |
| Subscribes views (SKAN) | Number of subscribes views events reported through SKAdNetwork |
| Trial starts swipe up (SKAN) | SKAdNetwork-reported trial starts events attributed to swipe-ups |
| Trial starts views (SKAN) | Number of trial starts views events reported through SKAdNetwork |
| Trial starts (SKAN) | Number of trial starts events reported through SKAdNetwork |
| Unknown event swipe up (SKAN) | SKAdNetwork-reported unknown event events attributed to swipe-ups |
| Unknown event views (SKAN) | Number of unknown event views events reported through SKAdNetwork |
| Unknown event (SKAN) | Number of unknown event events reported through SKAdNetwork |
Breakdowns
Ad Account Level
| Field Name | Description |
|---|---|
| Ad account ID | Unique account identifier |
| Ad account name | Account name |
| Ad account type | Account type |
| Ad account status | Account status |
| Ad account organization ID | Organization ID |
| Ad account currency | Account currency |
| Ad account timezone | Account timezone |
Campaign Level
| Field Name | Description |
|---|---|
| Campaign ID | Unique campaign identifier |
| Campaign name | Name of the campaign |
| Campaign status | Current campaign status |
| Campaign start date | Calendar date associated with the campaign start event or record |
| Campaign end time | Campaign end date |
| Campaign Buy type | Buying model |
| Campaign lifetime spend cap | Lifetime spend cap |
| Campaign objective | Optimization or business outcome selected for the campaign record |
Ad Squad Level
| Field Name | Description |
|---|---|
| Ad squad ID | Unique ad squad identifier |
| Ad squad name | Name of the ad squad |
| Ad squad status | Current ad squad status |
| Ad squad type | Type of ad squad |
| Ad squad placement | Placement settings |
| Ad squad billing event | Billing event type |
| Ad squad bid | Bid amount |
| Ad squad daily budget | Daily budget |
| Ad squad start datetime | Start datetime |
| Ad squad optimization goal | Optimization goal |
Ad Level
| Field Name | Description |
|---|---|
| Ad ID | Unique ad identifier |
| Ad name | Name of the ad |
| Ad status | Current ad status |
| Ad Review status | Review status |
| Ad type | Type of ad |
Creative Level
| Field Name | Description |
|---|---|
| Creative ID | Unique creative identifier |
| Creative name | Name of the creative |
| Creative type | Type of creative |
| Creative packaging status | Packaging status |
| Creative review | Review status |
| Creative is shareable | Whether shareable |
| Creative top Snap crop position | Crop position |
Demographic Breakdowns
| Field Name | Description |
|---|---|
| Country | Country associated with the user, delivery, or conversion |
| Region | State or region associated with the user, delivery, or conversion |
| DMA | Designated market area |
| Gender | Reported or targeted audience gender |
| Age group | Reported or targeted audience age range |
| Operating system | Operating system used for the reported activity |
| Make | Device make |
| Lifestyle category | Category classification represented by lifestyle category |
| Age & Gender | Combined age and gender |
| Country & Operating system | Combined country and OS |