TikTok Ads Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for TikTok Ads data extraction through Adzviser.
Metrics
Basic Performance
| Field Name | Description |
|---|---|
| Impressions | Number of times your ad was shown |
| Clicks | Total number of clicks |
| CTR | Click-through rate |
| Cost | Total amount spent |
| CPC | Cost per click |
| CPM | Cost per thousand impressions |
Reach & Frequency
| Field Name | Description |
|---|---|
| Reach | Unique users who saw your ad |
| Frequency | Average times each user saw your ad |
| Cost per 1,000 people reached | Cost per 1,000 unique users reached |
Conversions
| Field Name | Description |
|---|---|
| Results | Number of optimization goal results |
| Result rate | Rate of results achieved |
| Cost per result | Cost per optimization result |
| Real-time results | Real-time optimization results |
| Real-time result rate | Real-time result events divided by eligible ad interactions |
| Cost per real-time result | Total cost divided by the number of real-time result events |
| Conversions | Total number of conversions |
| Conversion rate | Conversions divided by eligible visits or interactions |
| Cost per conversion | Cost per conversion event |
| Real-time conversions | Real-time conversion count |
| Real-time conversion rate | Real-time conversion events divided by eligible ad interactions |
| Cost per real-time conversion | Total cost divided by the number of real-time conversion events |
| Secondary goal result | Secondary optimization goal results |
| Cost per secondary goal result | Cost per secondary goal |
SKAN Conversions
| Field Name | Description |
|---|---|
| Results (SKAN) | SKAdNetwork results |
| Result rate (SKAN) | SKAdNetwork result rate |
| Cost per result (SKAN) | Cost per SKAN result |
| Conversions (SKAN) | SKAdNetwork conversions |
| Conversion rate (SKAN) | SKAdNetwork conversion rate |
| Cost per conversion (SKAN) | Cost per SKAN conversion |
Video Metrics
| Field Name | Description |
|---|---|
| Video views | Total video play actions |
| 2-second video views | Views for 2+ seconds |
| 6-second video views | Views for 6+ seconds |
| Avg watch time per video view | Average watch time |
| Avg watch time per person | Average watch time per user |
| Video views at 25% | Views reaching 25% |
| Video views at 50% | Views reaching 50% |
| Video views at 75% | Views reaching 75% |
| Video views at 100% | Views reaching 100% |
| 6-second video views (focused view) | Focused 6-second views |
Engagement
| Field Name | Description |
|---|---|
| Profile visits | Visits to your profile |
| Paid likes | Likes from paid ads |
| Paid comments | Comments from paid ads |
| Paid shares | Shares from paid ads |
| Paid follows | Follows from paid ads |
| Clicks (All) | All click types |
| Music clicks | Clicks on music disc |
| Duet clicks | Clicks on duet |
| Stitch clicks | Clicks on stitch |
In-App Events
| Field Name | Description |
|---|---|
| Real-time app installs (in app) | Real-time app installs |
| App installs (in app) | Total app installs |
| Unique registrations (in app) | Unique registration events |
| Unique purchases (in app) | Unique purchase events |
| Unique adds to cart (in app) | Unique add to cart events |
| Unique checkouts (in app) | Unique checkout events |
| Unique content views (in app) | Unique content views |
| Unique day 2 retentions (in app) | Day 2 retention |
| Unique payment info additions (in app) | Payment info additions |
| Unique adds to wishlist (in app) | Add to wishlist events |
| Unique app launches (in app) | App launch events |
| Unique tutorial completions (in app) | Tutorial completions |
| Unique logins (in app) | Login events |
| Unique searches (in app) | Search events |
| Unique subscribes (in app) | Subscribe events |
| Registrations events (in app) | Total registration events |
| Purchase events (in app) | Total purchase events |
| Total purchase value (in app) | Total purchase value |
| Add to cart events (in app) | Total add to cart events |
| Checkout events (in app) | Total checkout events |
| View content events (in app) | Total view content events |
Web/Page Events
| Field Name | Description |
|---|---|
| Complete payment ROAS (web) | Web ROAS for payments |
| Complete payment events (web) | Web payment completions |
| Purchases (web) | Web purchases |
| Purchase value (web) | Web purchase value |
| Total landing page view (web) | Landing page views |
| Cost per landing page view (web) | Cost per landing page view |
| Landing page view rate (web) | Landing page view rate |
| Add to cart events (web) | Web add to cart events |
| Cost per add to cart (web) | Cost per web add to cart |
| Button click events (web) | Web button clicks |
| Form submissions (web) | Web form submissions |
| User registrations (web) | Web registrations |
| Checkout initiations (web) | Web checkout initiations |
| Search events (web) | Web search events |
| Total subscribe (web) | Web subscriptions |
| Cost per subscribe (web) | Cost per web subscription |
Onsite Events
| Field Name | Description |
|---|---|
| Purchase ROAS (onsite) | Onsite purchase ROAS |
| Total purchases (onsite) | Onsite purchases |
| Cost per purchase (onsite) | Cost per onsite purchase |
| Initiate checkout (onsite) | Onsite checkout initiations |
| Product details page view (onsite) | Product page views |
| Add to wishlist (onsite) | Onsite wishlist adds |
| Add to cart (onsite) | Onsite cart additions |
| Cost per add to cart (onsite) | Cost per onsite cart add |
| Form submission (onsite) | Onsite form submissions |
| Total page views (onsite) | Total onsite page views |
| Outbound clicks (onsite) | Onsite outbound clicks |
| Total product clicks (onsite) | Total product clicks |
Attribution
| Field Name | Description |
|---|---|
| VTA conversions | View-through conversions |
| VTA registrations | View-through registrations |
| VTA purchases | View-through purchases |
| CTA conversions | Click-through conversions |
| CTA registrations | Click-through registrations |
| CTA purchases | Click-through purchases |
| Unique group creations (in app) | Distinct users who completed the in-app group creations event |
| Unique group joins (in app) | Distinct users who completed the in-app group joins event |
| Unique role creations (in app) | Distinct users who completed the in-app role creations event |
| Unique credit spends (in app) | Distinct users who completed the in-app credit spends event |
| Unique level achievements (in app) | Distinct users who completed the in-app level achievements event |
| Unique achievement unlocks (in app) | Distinct users who completed the in-app achievement unlocks event |
| Unique in-app ad clicks (in app) | Distinct users who completed the in-app in-app ad clicks event |
| Unique in-app ad impressions (in app) | Distinct users who completed the in-app in-app ad impressions event |
| Unique loan applications (in app) | Distinct users who completed the in-app loan applications event |
| Unique loan approvals (in app) | Distinct users who completed the in-app loan approvals event |
| Unique loan disbursements (in app) | Distinct users who completed the in-app loan disbursements event |
| Unique trial stats (in app) | Distinct users who completed the in-app trial stats event |
| Total add to cart value (in app) | Total value assigned to attributed in-app add to cart events |
| Cost per add to cart (in app) | Total cost divided by the number of add to cart (in app) events |
| Total checkout value (in app) | Total value assigned to attributed in-app checkout events |
| Total view content value (in app) | Total value assigned to attributed in-app view content events |
| Day 2 retention events (in app) | Number of attributed in-app day 2 retention events |
| Add payment info events (in app) | Number of attributed in-app add payment info events |
| Add to wishlist events (in app) | Number of attributed in-app add to wishlist events |
| Total add to wishlist value (in app) | Total value assigned to attributed in-app add to wishlist events |
| Launch app events (in app) | Number of attributed in-app launch app events |
| Complete tutorial events (in app) | Number of attributed in-app complete tutorial events |
| Total complete tutorial value (in app) | Total value assigned to attributed in-app complete tutorial events |
| Create group events (in app) | Number of attributed in-app create group events |
| Total create group value (in app) | Total value assigned to attributed in-app create group events |
| Join group events (in app) | Number of attributed in-app join group events |
| Total join group value (in app) | Total value assigned to attributed in-app join group events |
| Create role events (in app) | Number of attributed in-app create role events |
| Total create role value (in app) | Total value assigned to attributed in-app create role events |
| Spend credit events (in app) | Monetary value of spend credit events (in app) in the account's reporting currency |
| Total spend credit value (in app) | Total value assigned to attributed in-app spend credit events |
| Achieve level events (in app) | Number of attributed in-app achieve level events |
| Total achieve level value (in app) | Total value assigned to attributed in-app achieve level events |
| Unlock achievement events (in app) | Number of attributed in-app unlock achievement events |
| Total unlock achievement value (in app) | Total value assigned to attributed in-app unlock achievement events |
| In-app ad clicks (in app) | Number of tracked clicks on in-app ad |
| Total in-app ad click value (in app) | Total value assigned to attributed in-app in-app ad click events |
| In-app ad impressions (in app) | Number of times in-app ad was served or displayed |
| Total in-app ad impression value (in app) | Total value assigned to attributed in-app in-app ad impression events |
| Loan apply events (in app) | Number of attributed in-app loan apply events |
| Loan approval events (in app) | Number of attributed in-app loan approval events |
| Loan disbursement events (in app) | Number of attributed in-app loan disbursement events |
| Login events (in app) | Number of attributed in-app login events |
| Search events (in app) | Number of attributed in-app search events |
| Start trial events (in app) | Number of attributed in-app start trial events |
| Subscribe events (in app) | Number of attributed in-app subscribe events |
| Total subscribe value (in app) | Total value assigned to attributed in-app subscribe events |
| Unique generate lead (in app) | Distinct users who completed the in-app generate lead event |
| Total generate lead (in app) | Number of attributed generate-lead events completed in the app |
| Total generate lead value (in app) | Total value assigned to attributed in-app generate lead events |
| Unique rate (in app) | Distinct users who completed the in-app rate event |
| Total rate (in app) | Number of attributed in-app rating events |
| Total rate value (in app) | Total value assigned to attributed in-app rate events |
| App Installs (SKAN) | Number of attributed app installs events reported through SKAN |
| Unique registrations (SKAN) | Number of distinct registrations (skan) represented in the results |
| Registration events (SKAN) | Number of attributed registration events events reported through SKAN |
| Unique purchases (SKAN) | Number of distinct purchases (skan) represented in the results |
| Purchase events (SKAN) | Number of attributed purchase events events reported through SKAN |
| Total purchase value (SKAN) | Aggregate purchase value (skan) over the selected reporting period |
| Unique adds to cart (SKAN) | Number of distinct adds to cart (skan) represented in the results |
| Add to cart events (SKAN) | Number of attributed add to cart events events reported through SKAN |
| Cost per add to cart (SKAN) | Total cost divided by the number of add to cart (skan) events |
| Total add to cart value (SKAN) | Aggregate add to cart value (skan) over the selected reporting period |
| Unique checkouts (SKAN) | Number of distinct checkouts (skan) represented in the results |
| Checkout events (SKAN) | Number of attributed checkout events events reported through SKAN |
| Total checkout value (SKAN) | Aggregate checkout value (skan) over the selected reporting period |
| Unique view content (SKAN) | Number of distinct view content (skan) represented in the results |
| View content events (SKAN) | Number of attributed view content events events reported through SKAN |
| Total view content value (SKAN) | Aggregate view content value (skan) over the selected reporting period |
| Unique add payment info (SKAN) | Number of distinct add payment info (skan) represented in the results |
| Add payment info events (SKAN) | Number of attributed add payment info events events reported through SKAN |
| Unique add to wishlist (SKAN) | Number of distinct add to wishlist (skan) represented in the results |
| Add to wishlist events (SKAN) | Number of attributed add to wishlist events events reported through SKAN |
| Total add to wishlist value (SKAN) | Aggregate add to wishlist value (skan) over the selected reporting period |
| Unique launch app (SKAN) | Number of distinct launch app (skan) represented in the results |
| Launch app events (SKAN) | Number of attributed launch app events events reported through SKAN |
| Unique complete tutorial (SKAN) | Number of distinct complete tutorial (skan) represented in the results |
| Complete tutorial events (SKAN) | Number of attributed complete tutorial events events reported through SKAN |
| Total complete tutorial value (SKAN) | Aggregate complete tutorial value (skan) over the selected reporting period |
| Unique create group (SKAN) | Number of distinct create group (skan) represented in the results |
| Create group events (SKAN) | Number of attributed create group events events reported through SKAN |
| Total create group value (SKAN) | Aggregate create group value (skan) over the selected reporting period |
| Unique join group (SKAN) | Number of distinct join group (skan) represented in the results |
| Join group events (SKAN) | Number of attributed join group events events reported through SKAN |
| Total join group value (SKAN) | Aggregate join group value (skan) over the selected reporting period |
| Unique create role (SKAN) | Number of distinct create role (skan) represented in the results |
| Create role events (SKAN) | Number of attributed create role events events reported through SKAN |
| Total create role value (SKAN) | Aggregate create role value (skan) over the selected reporting period |
| Unique spend credit (SKAN) | Number of distinct spend credit (skan) represented in the results |
| Spend credit events (SKAN) | Monetary value of spend credit events (skan) in the account's reporting currency |
| Total spend credit value (SKAN) | Aggregate spend credit value (skan) over the selected reporting period |
| Unique achieve level (SKAN) | Number of distinct achieve level (skan) represented in the results |
| Achieve level events (SKAN) | Number of attributed achieve level events events reported through SKAN |
| Total achieve level value (SKAN) | Aggregate achieve level value (skan) over the selected reporting period |
| Unique unlock achievement (SKAN) | Number of distinct unlock achievement (skan) represented in the results |
| Unlock achievement events (SKAN) | Number of attributed unlock achievement events events reported through SKAN |
| Total unlock achievement value (SKAN) | Aggregate unlock achievement value (skan) over the selected reporting period |
| Unique generate lead (SKAN) | Number of distinct generate lead (skan) represented in the results |
| Total generate lead events (SKAN) | Attributed total gene lead events events divided by eligible SKAN interactions |
| Total generate lead value (SKAN) | Aggregate generate lead value (skan) over the selected reporting period |
| Unique in app ad click (SKAN) | Number of distinct in app ad click (skan) represented in the results |
| In app ad click events (SKAN) | Number of attributed in app ad click events events reported through SKAN |
| Total an app ad click value (SKAN) | Aggregate an app ad click value (skan) over the selected reporting period |
| Unique in app ad impressions (SKAN) | Number of distinct in app ad impressions (skan) represented in the results |
| In app ad impressions events (SKAN) | Number of attributed in app ad impressions events events reported through SKAN |
| Total in app ad impressions value (SKAN) | Aggregate in app ad impressions value (skan) over the selected reporting period |
| Unique loan apply (SKAN) | Number of distinct loan apply (skan) represented in the results |
| Loan apply event (SKAN) | Number of attributed loan apply event events reported through SKAN |
| Unique loan approval (SKAN) | Number of distinct loan approval (skan) represented in the results |
| Loan approval events (SKAN) | Number of attributed loan approval events events reported through SKAN |
| Unique loan disbursement (SKAN) | Number of distinct loan disbursement (skan) represented in the results |
| Loan disbursement events (SKAN) | Number of attributed loan disbursement events events reported through SKAN |
| Unique logins (SKAN) | Number of distinct logins (skan) represented in the results |
| Login events (SKAN) | Number of attributed login events events reported through SKAN |
| Unique ratings (SKAN) | Number of distinct ratings (skan) represented in the results |
| Rate events (SKAN) | Attributed events events divided by eligible SKAN interactions |
| Total rate value (SKAN) | Aggregate rate value (skan) over the selected reporting period |
| Unique search (SKAN) | Number of distinct search (skan) represented in the results |
| Search events (SKAN) | Number of attributed search events events reported through SKAN |
| Unique start trial (SKAN) | Number of distinct start trial (skan) represented in the results |
| Start trial events (SKAN) | Number of attributed start trial events events reported through SKAN |
| Unique subscribe (SKAN) | Number of distinct subscribe (skan) represented in the results |
| Subscribe events (SKAN) | Number of attributed subscribe events events reported through SKAN |
| Total subscribe value (SKAN) | Aggregate subscribe value (skan) over the selected reporting period |
| Total complete payment rate (web) | Attributed total complete payment events divided by eligible web interactions |
| Total button click value (web) | Aggregate button click value (web) over the selected reporting period |
| Online consultation events (web) | Number of attributed online consultation events events reported through web |
| Total online consultation value (web) | Aggregate online consultation value (web) over the selected reporting period |
| Total user registration value (web) | Aggregate user registration value (web) over the selected reporting period |
| Product details page browse events (web) | Number of attributed product details page browse events events reported through web |
| Total product details page browse value (web) | Aggregate product details page browse value (web) over the selected reporting period |
| Total add to cart value (web) | Aggregate add to cart value (web) over the selected reporting period |
| Place an order events (web) | Number of attributed place an order events events reported through web |
| Total place an order value (web) | Aggregate place an order value (web) over the selected reporting period |
| Total form submission value (web) | Aggregate form submission value (web) over the selected reporting period |
| Download button clicks (web) | Number of attributed download button clicks events reported through web |
| Total download button click value (web) | Aggregate download button click value (web) over the selected reporting period |
| Total initiate checkout value (web) | Aggregate initiate checkout value (web) over the selected reporting period |
| Add billing (web) | Number of attributed add billing events reported through web |
| Total add billing value (web) | Aggregate add billing value (web) over the selected reporting period |
| Total search value (web) | Aggregate search value (web) over the selected reporting period |
| Total subscribe value (web) | Aggregate subscribe value (web) over the selected reporting period |
| Subscribe rate (%) (web) | Attributed subscribe (%) events divided by eligible web interactions |
| Value per subscribe (web) | Average value for each subscribe |
| Total purchase / complete payment value (onsite) | Aggregate purchase / complete payment value (onsite) over the selected reporting period |
| Add billing (onsite) | Number of attributed add billing events reported through onsite |
| Total add to cart value (onsite) | Aggregate add to cart value (onsite) over the selected reporting period |
| App store click (onsite) | Number of attributed app store click events reported through onsite |
| GMV Max Ads spend | Monetary value of gmv max ads spend in the account's reporting currency |
| GMV Max Ads billed cost | Monetary value of gmv max ads billed cost in the account's reporting currency |
| GMV Max ROI | Attributed gross merchandise value return relative to campaign spend |
| GMV Max Gross Revenue | Monetary value of gmv max gross revenue in the account's reporting currency |
| GMV Max Live Views | Number of times users viewed gmv max live |
Breakdowns
Advertiser Level
| Field Name | Description |
|---|---|
| Advertiser name | Name of the advertiser account |
| Advertiser ID | Unique advertiser identifier |
| Advertiser status | Account status |
| Company | Company name |
| Advertiser balance | Account balance |
| Currency | Account currency |
| Time zone | Account timezone |
| Advertiser address | Business address |
| Advertiser country | Country of the advertiser |
| Advertiser contact email | Contact email |
| Advertiser contact phone number | Contact phone |
| Business center ID | Business center identifier |
| Advertiser account type | Type of advertiser account |
Campaign Level
| Field Name | Description |
|---|---|
| Campaign name | Name of the campaign |
| Campaign ID | Unique campaign identifier |
| Campaign type | Type of campaign |
| Campaign budget | Campaign budget amount |
| Campaign budget mode | Budget mode (daily/lifetime) |
| Campaign status | Campaign delivery status |
| Campaign operation status | Operational status |
| Campaign objective type | Campaign objective |
| Campaign RF type | Reach & frequency type |
| Campaign creation date | When campaign was created |
| Campaign modify date | Last modification date |
Ad Group Level
| Field Name | Description |
|---|---|
| Ad group name | Name of the ad group |
| Ad group ID | Unique ad group identifier |
| Ad group status | Ad group delivery status |
| Ad group operation status | Operational status |
| Ad group optimization goal | Optimization objective |
| Ad group pacing | Pacing setting |
| Ad group bid method | Billing event type |
| Ad group bidding strategy | Bid strategy type |
| Ad group bid | Bid price amount |
| Ad group conversion bid | Conversion bid price |
| Ad group placement type | Placement type |
| Ad group placement | Specific placements |
| Ad group budget | Configured ad group budget for the campaign or ad-group record |
| Ad group budget mode | Budget mode |
| Ad group schedule start time | Schedule start |
| Ad group schedule end time | Schedule end |
| Ad group pixel ID | Pixel identifier |
| Ad group audience type | Audience type |
| Ad group age targeting | Targeted age groups |
| Ad group gender targeting | Targeted genders |
| Ad group language targeting | Targeted languages |
| Ad group operating system targeting | Targeted OS |
| Ad group creation date | Creation date |
Ad Level
| Field Name | Description |
|---|---|
| Ad name | Name of the ad |
| Ad text | Ad copy text |
| Ad ID | Unique ad identifier |
| Ad format | Format of the ad |
| Ad status | Ad delivery status |
| Ad operation status | Operational status |
| Ad profile image URL | Profile image URL |
| Ad landing page URL | Landing page URL |
| Ad display name | Display name |
| Ad call-to-action | CTA button type |
| Ad video ID | Video identifier |
| Ad creation date | Creation date |
| Ad video thumbnail URL | Video thumbnail URL |
Audience Breakdowns
| Field Name | Description |
|---|---|
| Gender | Gender of the audience |
| Age | Age range of the audience |
| DMA name | Designated market area |
| Province name | Province/state name |
| Country | Country of the audience |
| Language | Language of the audience |
| Connection type | Network connection type |
| Device OS | Operating system |
| Placement | Ad placement location |
| Interest category | Interest targeting category |
| Advertiser license number | Platform or external reference code identifying the advertiser |
| Advertiser cellphone number | Phone number stored for the related TikTok Ads record |
| Ad group CPV video duration | Creative dimensions or media duration configured for the ad group |
| Ad group deep bid type | Type of ad group deep bid |
| Ad group conversion bid statistic type | Type of ad group conversion bid statistic |
| Ad group deep CPA bid | Bid setting or multiplier configured for the ad group |
| Ad group are comments disabled | Whether ad group are comments disabled is true for the related TikTok Ads record |
| Ad group schedule type | Type of ad group schedule |
| Ad group shopping ads type | Type of ad group shopping ads |
| Ad group product source | Traffic source |
| Ad group split test group ID | Unique identifier for the ad group split test group in TikTok Ads |
| Ad group split test status | Current ad group split test status |
| Ad group audience rule | Targeting setting that determines eligibility by ad group audience rule |
| Ad group network type targeting | Targeting setting that determines eligibility by ad group network type targeting |
| Ad group device price targeting | Targeting setting that determines eligibility by ad group device price targeting |
| Ad group minimum Android version targeting | Targeting setting that determines eligibility by ad group minimum android version targeting |
| Ad group minimum iOS version targeting | Targeting setting that determines eligibility by ad group minimum ios version targeting |
| Ad group promoted app ID | Unique identifier for the ad group promoted app in TikTok Ads |
| Ad group promoted app type | Type of ad group promoted app |
| Ad group promoted app download URL | URL associated with the ad group promoted app download record |
| Ad group conversion event | Conversion event selected as the optimization goal for the ad group |
| Ad playable URL | URL associated with the ad playable record |
| Ad creative material mode | Format or operating mode selected for the ad |
| Ad product specific type | Type of ad product specific |
| Ad catalog ID | Unique identifier for the ad catalog in TikTok Ads |
| Ad product set ID | Unique identifier for the ad product set in TikTok Ads |
| Ad SKU IDs | Product SKU identifiers attached to the ad |
| Ad dynamic format | Format or operating mode selected for the ad |
| Ad vertical video strategy | Format or operating mode selected for the ad |
| Ad dynamic destination | Dynamic destination setting that selects the most relevant landing page |
| Ad promoted app name | Name of the ad promoted app |