Metric Name | Description | Calculation in Meta | Calculation in TikTok |
Viewable Impressions | The number of times your ad appeared on screen and was considered "viewable" based on industry standards (e.g., 50% of the ad on screen for 1 second). | Based on MRC/I-A-B standards for viewability. | Based on viewability standards. |
Spend | The total amount of money you have spent on your ad campaign. | The total cost incurred for the campaign/ad set/ad. | The total cost incurred for the campaign/ad group/ad. |
ROAS (Return On Ad Spend) | Return on Ad Spend. The revenue generated divided by total money spend on advertising. | (Total Conversion Value/Total Spend) | (Total Conversion Value/Total Spend) |
Cost Per Thousand Impressions (CPM) | The average cost to show your ad to 1,000 people. | (Total Spend/Total Impressions)×1,000 | (Total Spend/Total Impressions)×1,000 |
Impressions | The total number of times your ad was shown to users. | The number of times your ad was displayed. | The number of times your ad was displayed. |
Cost Per Click (CPC) | The average cost you paid for each click on your ad. | (Total Spend/Total Clicks) | (Total Spend/Total Clicks) |
Cost Per Action (CPA) | The average cost for a user to complete a specified action (e.g., install, lead, purchase). | (Total Spend/Total Actions) | (Total Spend/Total Actions) |
Cost of Sales | The total cost of advertising that resulted in a sale. | Calculated as Total Spend when optimizing solely for sales/purchase conversions. | Calculated as Total Spend when optimizing solely for sales/purchase conversions. |
Conversions | The number of times people completed a desired action (e.g., purchase, sign-up, app install) after seeing or clicking your ad. | The count of the specific conversion event you are optimizing for (e.g., purchases). | The count of the specific conversion event you are optimizing for. |
Conversion Value | The total monetary value generated from all conversions (e.g., total purchase revenue). | The total monetary value of all recorded conversions. | The total monetary value of all recorded conversions. |
Conversion Rate | The percentage of people who click on your ad and then complete the desired conversion action. | (Total Conversions/Total Link Clicks)×100 | (Total Conversions/Total Clicks)×100 |
Clicks (all) | The metric clicks (all) includes link clicks as well as clicks on other parts of your ad (ex: someone clicks on your Page's name) | The following clicks may be measured under clicks all: | Number of clicks from ads, including social interactions. |
Click Through Rate (CTR) | The percentage of people who saw your ad and clicked on it. | (Total Clicks/Total Impressions)×100 | (Total Clicks/Total Impressions)×100 |
View Through Rate (VTR) | The number of times people watched your video to completion relative to the number of impressions. | (Completed Views/Impressions)x100 | (Total Video Views/Total Impressions)×100 (where 'Total Video Views' is TikTok's 3s definition). |
Video Views | A video viewed for a certain period that varies by platform | 3 second video plays (general) | Number of times your video started to play |
Video Completion Rate | The percentage of video plays that were watched to 100%. | Video plays at 100% / 3-Second Video Plays | Video views at 100% / 2 second video views |
Video Avg Watch Time | The average amount of time people spent watching your video ad. | (Total Time Watched/Total Video Views) | (Total Time Watched/Total Video Views) |
Video 2s View Count / 6s View Count | Number of 2 second or 6 second views | Video 2s View Count | Video 2s View Count |
Video 25% / 50% / 75% / 100% Views | The number of times your video was watched up to that specific percentage completion point. | Count of video plays reaching the respective percentage of total video duration. | Count of video plays reaching the respective percentage of total video duration. |
Thruplay | The number of times a video is played through to the end or for at least 15 seconds, whichever comes first | The number of times a video is played through to the end or for at least 15 seconds |
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Optimized Video Views | Views that meet specific criteria, such as being from real users and meeting a minimum watch time | Thruplays (conversion) | 6 second video view |
Legacy Video Views | Old Video Views metric | META: video_views | TIKTOK: video_play_actions |
Legacy Hook Rate | Old Hook Rate metric | Legacy Video Views / Impressions | Legacy Video Views / Impressions |
Legacy Hold Rate | Old Hold Rate metric | Number of views for 50% of the video / Legacy Video Views | Number of views for 50% of the video / Legacy Video Views |
Hook Rate | The percentage of people who watch the crucial beginning of your video (the "hook") relative to impressions. | (Video 3s Views/Total Impressions)×100 | (Video 2s Views/Total Impressions)×100 |
Hold Rate | The percentage of people who continue watching a video after the initial hook, reflecting how well the video retains viewers attention | ThruPlays / 3-Second Video Plays | 6s Video Views / 2s Video Views |
Cost Per Video View | The average cost incurred for each video view | (Total Spend/3 second video plays) | (Total Spend/Video Views) |
Cost Per Optimized Video View | The average cost incurred for each Media Optimized Video View | (Total Spend/Media Optimized Video View) | (Total Spend/Media Optimized Video View) |