Analytics
Overview contents
Metrics and Segmentation
This document is an overview of the metrics available from our Analytics for each entity type, as well as the available segmentation for each metrics.
| Entity | ENGAGEMENT |
BILLING |
VIDEO |
MEDIA |
WEB_CONVERSION |
MOBILE_CONVERSION |
LIFE_TIME_VALUE_MOBILE_CONVERSION |
|---|---|---|---|---|---|---|---|
ACCOUNT |
✔* | ||||||
FUNDING_INSTRUMENT |
✔* | ✔ | |||||
CAMPAIGN |
✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
LINE_ITEM |
✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
PROMOTED_TWEET |
✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
ORGANIC_TWEET |
✔ | ✔ |
*Some metrics in the ENGAGEMENT metrics family are not available at the account and funding instrument level. See the ENGAGEMENT section for details.
Available Metrics by Metrics Group
ENGAGEMENT
| Metric | Description | Segmentation Available | Data Type | Available for Account / Funding Instrument |
|---|---|---|---|---|
engagements |
Total number of engagements | ✔ | Array of ints | ✔ |
impressions |
Total number of impressions | ✔ | Array of ints | ✔ |
retweets |
Total number of retweets | ✔ | Array of ints | ✔ |
replies |
Total number of replies | ✔ | Array of ints | ✔ |
likes |
Total number of likes | ✔ | Array of ints | ✔ |
follows |
Total number of follows | ✔ | Array of ints | ✔ |
card_engagements |
Total number of card engagements | ✔ | Array of ints | |
clicks |
Total number of clicks, including favorites and other engagements | ✔ | Array of ints | |
app_clicks |
Number of app install or app open attempts | ✔ | Array of ints | |
url_clicks |
Number of clicks on linked URLs | ✔ | Array of ints | |
qualified_impressions |
Total number of qualified impressions | ✔ | Array of ints |
BILLING
| Metric | Description | Segmentation Available | Data Type |
|---|---|---|---|
billed_engagements |
Total number of billed engagements | ✔ | Array of ints |
billed_charge_local_micro |
Total spend in micros | ✔ | Array of ints |
VIDEO
Notice about video metrics definition changes:
The video_total_views metric within the VIDEO metrics group will report on any views which are at least 50% in-view for 2 seconds, as per the MRC standard. This will align its returned values to the existing video_mrc_views metric in the API. Data for this new metric definition can be retrieved for time ranges starting from 2015-12-01. This MRC view definition will be used as the default bid_unit for Video View campaigns.
Our original video view definition of 100% in view for at least 3 seconds will continue to be available as a new video_3s100pct_views metric in the VIDEO metrics group. To continue to bid and be charged based on the original view definition, use the newly available VIEW_3S_100PCT bid_unit.
| Metric | Description | Segmentation Available | Data Type |
|---|---|---|---|
video_total_views |
Total number of video views | ✔ | Array of ints |
video_views_25 |
Total number of views where at least 25% of the video was viewed. | ✔ | Array of ints |
video_views_50 |
Total number of views where at least 50% of the video was viewed. | ✔ | Array of ints |
video_views_75 |
Total number of views where at least 75% of the video was viewed. | ✔ | Array of ints |
video_views_100 |
Total number of views where at least 100% of the video was viewed. | ✔ | Array of ints |
video_cta_clicks |
Total clicks on the call to action | ✔ | Array of ints |
video_content_starts |
Total number of video playback starts | ✔ | Array of ints |
video_mrc_views |
Total number of views according to Media Rating Council guidelines | ✔ | Array of ints |
video_3s100pct_views |
Total number of views where at least 3 seconds were played while 100% in view (legacy video_total_views) |
✔ | Array of ints |
MEDIA
| Metric | Description | Segmentation Available | Data Type |
|---|---|---|---|
media_views |
Total number of views (autoplay and click) of media across Videos, Vines, GIFs, and Images. | ✔ | Array of ints |
media_engagements |
Total number of clicks of media across Videos, Vines, GIFs, and Images. | ✔ | Array of ints |
WEB_CONVERSION
| Metric | Description | Segmentation Available | Data Type |
|---|---|---|---|
conversion_purchases |
Number of conversions of type PURCHASE and the corresponding sale amount and order quantity | PLATFORMS only |
JSON object |
conversion_sign_ups |
Number of conversions of type SIGN_UP and the corresponding sale amount and order quantity | PLATFORMS only |
JSON object |
conversion_site_visits |
Number of conversions of type SITE_VISIT and the corresponding sale amount and order quantity | PLATFORMS only |
JSON object |
conversion_downloads |
Number of conversions of type DOWNLOAD and the corresponding sale amount and order quantity | PLATFORMS only |
JSON object |
conversion_custom |
Number of conversions of type CUSTOM and the corresponding sale amount and order quantity | PLATFORMS only |
JSON object |
MOBILE_CONVERSION
Mobile conversion stats are available only to advertiser accounts enabled for MACT.
| Metric | Description | Segmentation Available | Data Type |
|---|---|---|---|
mobile_conversion_spent_credits |
Breakdown of mobile conversions of type SPENT_CREDIT by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_installs |
Breakdown of mobile conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_content_views |
Breakdown of mobile conversions of type CONTENT_VIEW by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_add_to_wishlists |
Breakdown of mobile conversions of type ADD_TO_WISHLIST by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_checkouts_initiated |
Breakdown of mobile conversions of type CHECKOUT_INITIATED by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_reservations |
Breakdown of mobile conversions of type RESERVATION by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_tutorials_completed |
Breakdown of mobile conversions of type TUTORIAL_COMPLETED by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_achievements_unlocked |
Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_searches |
Breakdown of mobile conversions of type SEARCH by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_add_to_carts |
Breakdown of mobile conversions of type ADD_TO_CART by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_payment_info_additions |
Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_re_engages |
Breakdown of mobile conversions of type RE_ENGAGE by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_shares |
Breakdown of mobile conversions of type SHARE by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_rates |
Breakdown of mobile conversions of type RATE by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_logins |
Breakdown of mobile conversions of type LOGIN by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_updates |
Breakdown of mobile conversions of type UPDATE by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_levels_achieved |
Breakdown of mobile conversions of type LEVEL_ACHIEVED by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_invites |
Breakdown of mobile conversions of type INVITE by post_view, post_engagement, assisted, order_quantity, and sale_amount | ✔ | JSON object |
mobile_conversion_key_page_views |
Breakdown of mobile conversions of type KEY_PAGE_VIEW by post_view and post_engagement | ✔ | JSON object |
LIFE_TIME_VALUE_MOBILE_CONVERSION
Lifetime mobile conversion stats are available only to advertiser accounts enabled for MACT.
| Metric | Description | Segmentation Available | Data Type |
|---|---|---|---|
mobile_conversion_lifetime_value_purchases |
Breakdown of mobile conversions of type PURCHASE | JSON object | |
mobile_conversion_lifetime_value_sign_ups |
Breakdown of mobile conversions of type SIGN_UP | JSON object | |
mobile_conversion_lifetime_value_updates |
Breakdown of mobile conversions of type UPDATE | JSON object | |
mobile_conversion_lifetime_value_tutorials_completed |
Breakdown of mobile conversions of type TUTORIAL_COMPLETED | JSON object | |
mobile_conversion_lifetime_value_reservations |
Breakdown of mobile conversions of type RESERVATION | JSON object | |
mobile_conversion_lifetime_value_add_to_carts |
Breakdown of mobile conversions of type ADD_TO_CART | JSON object | |
mobile_conversion_lifetime_value_add_to_wishlists |
Breakdown of mobile conversions of type ADD_TO_WISHLIST | JSON object | |
mobile_conversion_lifetime_value_checkouts_initiated |
Breakdown of mobile conversions of type CHECKOUT_INITIATED | JSON object | |
mobile_conversion_lifetime_value_levels_achieved |
Breakdown of mobile conversions of type LEVEL_ACHIEVED | JSON object | |
mobile_conversion_lifetime_value_achievements_unlocked |
Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED | JSON object | |
mobile_conversion_lifetime_value_shares |
Breakdown of mobile conversions of type SHARE | JSON object | |
mobile_conversion_lifetime_value_invites |
Breakdown of mobile conversions of type INVITE | JSON object | |
mobile_conversion_lifetime_value_payment_info_additions |
Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION | JSON object | |
mobile_conversion_lifetime_value_spent_credits |
Breakdown of mobile conversions of type SPENT_CREDIT | JSON object | |
mobile_conversion_lifetime_value_rates |
Breakdown of mobile conversions of type RATE | JSON object |
Segmentation
Segmentation reporting allows the retrieval of metrics broken out by the values of a given targeting type. Segmentation is only available through asynchronous analytics queries due to their significant added complexity.
Some segmentation types require additional parameters to be passed in. These are documented below.
| Segmentation Type | country param required |
platform param required |
|---|---|---|
AGE |
||
APP_STORE_CATEGORY |
||
CITIES |
✔ | |
CONVERSION_TAGS |
||
DEVICES |
✔ | |
EVENTS |
||
GENDER |
||
INTERESTS |
||
KEYWORDS |
||
LANGUAGES |
||
LOCATIONS |
||
PLATFORMS |
||
PLATFORM_VERSIONS |
✔ | |
POSTAL_CODES |
✔ | |
REGIONS |
✔ | |
SIMILAR_TO_FOLLOWERS_OF_USER |
||
TV_SHOWS |