X Ads Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for X (Twitter) Ads data extraction through Adzviser.
Metrics
Core Performance
| Field Name | Description |
|---|---|
| Impressions | Number of times ads were shown |
| Cost | Total amount spent (billed) |
| CPM | Cost per thousand impressions |
| Clicks | Total number of clicks |
| URL clicks | Clicks on URLs |
| CTR | Click-through rate |
| CPC | Cost per click |
Reach & Frequency
| Field Name | Description |
|---|---|
| Total audience reach | Total unique audience reached |
| Average frequency | Average times each user saw ad |
Engagement
| Field Name | Description |
|---|---|
| Engagements | Total engagement actions |
| Engagements (billed) | Billable engagements |
| Cost per engagement (CPE) | Cost per engagement |
| Engagements rate (%) | Engagement rate percentage |
| Likes (paid) | Paid likes |
| Retweets | Retweet actions |
| Replies | Reply actions |
| Follows | Follow actions |
| Followers | Total followers gained |
| Followers rate (%) | Follower acquisition rate |
| Cost per follower (CPF) | Cost per follower |
| Card engagements | Card engagement actions |
Media Metrics
| Field Name | Description |
|---|---|
| Media views | Total media views |
| Media view rate | Reported media view outcomes divided by the eligible impressions, visits, messages, or interactions defined by the source |
| Media engagements | Media engagement actions |
| Qualified impressions | Qualified ad impressions |
Video Metrics
| Field Name | Description |
|---|---|
| Video views | Total video views |
| Video view rate (%) | Video view rate |
| Cost per video view | Total cost divided by the number of video view events |
| Video CTA clicks | Video call-to-action clicks |
| 3s/100% video views | 3-second or 100% views |
| 6s video views | 6-second video views |
| 15s video views | 15-second video views |
| Video starts | Video start events |
| Video views (25% complete) | Views reaching 25% |
| Video views (50% complete) | Views reaching 50% |
| Video views (75% complete) | Views reaching 75% |
| Video views (completed) | Views reaching 100% |
Web Conversions
| Field Name | Description |
|---|---|
| Conversions | Website visit conversions |
| Conversion rate (%) | Website conversion rate |
| Site visits | Website visits |
| Sign-ups | Website sign-ups |
| Downloads | Website downloads |
| Purchases | Website purchases |
| Order quantity | Purchase order quantity |
| Sale amount | Purchase sale amount |
| Custom conversions | Custom conversion events |
| Cost per acquisition | Advertising spend divided by acquired customers or conversions |
App Metrics
| Field Name | Description |
|---|---|
| App installs | Mobile app installs |
| App clicks | App click actions |
| App click rate (%) | App click rate |
| App install rate (%) | App install rate |
| Cost per app click (CPAC) | Cost per app click |
| Cost per install (CPI) | Cost per app install |
Lead Generation
| Field Name | Description |
|---|---|
| Leads | Lead card engagements |
| Lead rate (%) | Lead generation rate |
| Cost per lead | Advertising spend divided by attributed leads |
Mobile Conversion Events
| Field Name | Description |
|---|---|
| Mobile conversion installs | Mobile app installs |
| Mobile conversion achievements unlocked | Achievement unlocks |
| Mobile conversion add to cart | Add to cart events |
| Mobile conversion added payment infos | Payment info additions |
| Mobile conversion add to wishlist | Add to wishlist events |
| Mobile conversion checkout initiated | Checkout initiations |
| Mobile conversion content views | Content view events |
| Mobile conversion invites | Invite events |
| Mobile conversion level achieved | Level achievements |
| Mobile conversion logins | Login events |
| Mobile conversion purchases | Purchase events |
| Mobile conversion re-engages | Re-engagement events |
| Mobile conversion sign ups | Sign-up events |
| Mobile conversion rated | Rating events |
| Mobile conversion reservations | Reservation events |
| Mobile conversion searches | Search events |
| Mobile conversion shares | Share events |
| Mobile conversion spent credits | Credit spend events |
| Mobile conversion tutorial completes | Tutorial completions |
| Mobile conversion updates | Update events |
Promoted Account Metrics
| Field Name | Description |
|---|---|
| Follows (promoted act) | Promoted account follows |
| Follow rate (promoted act) | Promoted account follow rate |
| Impressions (promoted act) | Promoted account impressions |
| Profile visits (promoted act) | Promoted account profile visits |
| Carousel swipes | Carousel card swipes |
| Match rate | Reported match outcomes divided by the eligible impressions, visits, messages, or interactions defined by the source |
| Percentage | Percentage value returned for the selected X Ads segmented metric |
| Tweet retweets | Number of times users reposted tweet |
| Likes (paid+organic) | Number of user likes on the reported content |
| Impressions (profile) (deprecated) | Number of times the reported content was served or displayed |
| Mobile conversion installs post view | Number of attributed mobile installs conversions after an ad view |
| Mobile conversion installs post engagement | Number of attributed mobile installs conversions after an ad engagement |
| Mobile conversion achievement unlocked breakdown | Number of attributed mobile achievement unlocked conversions |
| Mobile conversion add to cart breakdown | Number of attributed mobile add to cart conversions |
| Mobile conversion add to wishlist breakdown | Number of attributed mobile add to wishlist conversions |
| Mobile conversion added payment infos breakdown | Number of attributed mobile added payment infos conversions |
| Mobile conversion checkout initiated breakdown | Number of attributed mobile checkout initiated conversions |
| Mobile conversion content views breakdown | Number of attributed mobile content views conversions |
| Mobile conversion installs breakdown | Number of attributed mobile installs conversions |
| Mobile conversion invites breakdown | Number of attributed mobile invites conversions |
| Mobile conversion level achieved breakdown | Number of attributed mobile level achieved conversions |
| Mobile conversion logins breakdown | Number of attributed mobile logins conversions |
| Mobile conversion order quantity | Number of attributed mobile order quantity conversions |
| Mobile conversion purchases breakdown | Number of attributed mobile purchases conversions |
| Mobile conversion rated breakdown | Number of attributed mobile rated conversions |
| Mobile conversion re-engages breakdown | Number of attributed mobile re-engages conversions |
| Mobile conversion reservations breakdown | Number of attributed mobile reservations conversions |
| Mobile conversion sale amount | Monetary value of mobile conversion sale amount in the account's reporting currency |
| Mobile conversion searches breakdown | Number of attributed mobile searches conversions |
| Mobile conversion shares breakdown | Number of attributed mobile shares conversions |
| Mobile conversion mobile conversion sign ups breakdown | Number of attributed mobile mobile conversion sign ups conversions |
| Mobile conversion spent credits breakdown | Number of attributed mobile spent credits conversions |
| Mobile conversion tutorial completes breakdown | Number of attributed mobile tutorial completes conversions |
| Mobile conversion updates breakdown | Calendar date associated with the mobile conversion ups breakdown event or record |
| Mobile conversion lifetime value purchases | Number of attributed mobile lifetime value purchases conversions |
| Mobile conversion lifetime value sign ups | Monetary value of mobile conversion lifetime value sign ups in the account's reporting currency |
| Mobile conversion lifetime value updates | Monetary value of mobile conversion lifetime value updates in the account's reporting currency |
| Mobile conversion lifetime value tutorials completed | Monetary value of mobile conversion lifetime value tutorials completed in the account's reporting currency |
| Mobile conversion lifetime value reservations | Monetary value of mobile conversion lifetime value reservations in the account's reporting currency |
| Mobile conversion lifetime value add to carts | Monetary value of mobile conversion lifetime value add to carts in the account's reporting currency |
| Mobile conversion lifetime value add to wishlists | Monetary value of mobile conversion lifetime value add to wishlists in the account's reporting currency |
| Mobile conversion lifetime value checkouts initiated | Monetary value of mobile conversion lifetime value checkouts initiated in the account's reporting currency |
| Mobile conversion lifetime value levels achieved | Monetary value of mobile conversion lifetime value levels achieved in the account's reporting currency |
| Mobile conversion lifetime value achievements unlocked | Monetary value of mobile conversion lifetime value achievements unlocked in the account's reporting currency |
| Mobile conversion lifetime value shares | Number of attributed mobile lifetime value shares conversions |
| Mobile conversion lifetime value invites | Monetary value of mobile conversion lifetime value invites in the account's reporting currency |
| Mobile conversion lifetime value payment info additions | Monetary value of mobile conversion lifetime value payment info additions in the account's reporting currency |
| Mobile conversion lifetime value spent credits | Monetary value of mobile conversion lifetime value spent credits in the account's reporting currency |
| Mobile conversion lifetime value rates | Monetary value of mobile conversion lifetime value rates in the account's reporting currency |
Breakdowns
Account Level
| Field Name | Description |
|---|---|
| Account | Account name |
| Account ID | Unique account identifier |
Campaign Level
| Field Name | Description |
|---|---|
| Campaign | Campaign name |
| Campaign ID | Unique campaign identifier |
| Campaign creation date | Calendar date associated with the campaign creation event or record |
| Campaign start date | Calendar date associated with the campaign start event or record |
| Campaign end date | Calendar date associated with the campaign end event or record |
| Campaign servable | Whether campaign is servable |
| Campaign status | Current campaign status |
| Campaign deleted | Whether campaign is deleted |
| Campaign currency | Currency used for the related X Ads amounts and budgets |
| Campaign standard delivery | Standard delivery setting |
| Campaign total budget | Total budget amount |
| Campaign daily budget | Daily budget amount |
| Campaign budget optimization | Budget optimization setting |
| Campaign paused | Whether campaign is paused |
Funding Instrument Level
| Field Name | Description |
|---|---|
| Funding instrument ID | Unique identifier for the funding instrument in X Ads |
| Funding instrument description | Description |
| Funding instrument type | Type of funding |
| Funding instrument status | Status |
| Funding instrument currency | Currency |
| Funding instrument start date | Start date |
| Funding instrument end date | End date |
| Funding instrument credit limit | Credit limit |
| Funding instrument funded amount | Funded amount |
| Funding instrument credit remaining | Remaining credit |
Ad Group (Line Item) Level
| Field Name | Description |
|---|---|
| Ad group | Ad group name |
| Ad group ID | Unique ad group identifier |
| Ad group objective | Optimization or business outcome selected for the ad record |
| Ad group goal | Optimization or business outcome selected for the ad record |
| Ad group product type | Product type |
| Ad group placements | Placement settings |
| Ad group charge by | Charge type |
| Ad group bid type | Bid type |
| Ad group bid amount | Bid amount |
| Ad group total budget | Total budget |
| Ad group creation date | Creation date |
| Ad group start date | Start date |
| Ad group end date | End date |
| Ad group status | Status |
| Advertiser domain | Location or web-domain information stored for the advertiser |
Tweet Level
| Field Name | Description |
|---|---|
| Tweet ID | Unique tweet identifier |
| Tweet ad ID | Promoted tweet ad ID |
| Tweet creation date | Calendar date associated with the tweet creation event or record |
| Ad name | Ad/tweet name |
| Tweet name | Name of the tweet |
| Tweet text | Full tweet text |
| Tweet source | Traffic source |
| Tweet type | Type of tweet |
| Tweet language | Language assigned to the related tweet content or audience |
| Tweet hashtags | Hashtags used |
| Tweet mentions | User mentions |
| Link to tweet | URL to tweet |
| Tweet first URL | First URL in tweet |
| Tweet card title | Card title |
| Tweet card type | Card type |
| Tweet card destination URL | Card destination |
| Tweet destination URL | URL associated with the tweet destination record |
| Tweet media type | Media type |
UTM Parameters
| Field Name | Description |
|---|---|
| Source (utm) | UTM source parameter |
| Medium (utm) | UTM medium parameter |
| Content (utm) | UTM content parameter |
| Term (utm) | UTM term parameter |
| Campaign (utm) | UTM campaign parameter |
Segmentation Breakdowns
| Field Name | Description |
|---|---|
| Age | Age segment |
| Gender | Gender segment |
| Country | Country location |
| Country code | Code identifying the related country |
| Region | Region location |
| City | City location |
| Platform | Device platform |
| Language | Language segment |
| Interest | Interest category |
| Keyword | Keyword targeting |
| Audience | Audience segment |
| App store category | Category classification represented by app store category |
| Conversion tag | Website or mobile conversion event tag used for attribution |
| Event | Event type |
| Similar to follower | Similar to followers |
| TV show | TV show targeting |
| Reasons funding instrument was not able to fund | Platform-provided reasons the payment source could not fund campaign delivery |
| Insertion order header ID | Unique identifier for the insertion order header in X Ads |
| Ad group primary web event tag | Conversion event tag associated with the ad group |
| Ad group deleted | Whether deleted is true for the ad group |
| Ad group Categories | Interest or content categories assigned to the ad group |
| Ad group include sentiment | Whether sentiment signals are included in the ad group's targeting |
| Ad group paused | Whether paused is true for the ad group |
| Ad group automatically select bid | Bid setting or multiplier configured for the ad group |
| Ad group optimization | Optimization goal or method selected for the ad group |
| Ad group tracking tags | Tags associated with the ad |
| Tweet scheduled status | Current tweet scheduled status |
| Tweet scheduled at | Date and time of the relevant tweet lifecycle event |
| Tweet symbols | Structured entities parsed from the post, such as hashtags, cashtags, or mentions |
| Tweet card name | Name of the tweet card |
| Tweet card image URL | URL associated with the tweet card image record |
| Tweet card image | Image asset attached through the post's X Card |
| Tweet card URI | Destination or tracking URL associated with the tweet |
| Tweet card display URL | URL associated with the tweet card display record |
| Tweet card ID | Unique identifier for the tweet card in X Ads |
| Media creative ID | Unique identifier for the media creative in X Ads |
| Media creative creation date | Calendar date associated with the media creative creation event or record |
| Media creative type | Type of media creative |
| Media name | Name of the media |
| Media url | URL associated with the media record |