Google Analytics

Category Metric Name Description
User

Users

The total number of users for the requested time period.

New Users

The number of sessions marked as a user's first sessions.

1 Day Active Users

Total number of 1-day active users for each day in the requested time period. At least one of ga:nthDay, ga:date, or ga:day must be specified as a dimension to query this metric. For a given date, the returned value will be the total number of unique users for the 1-day period ending on the given date.

7 Day Active Users

Total number of 7-day active users for each day in the requested time period. At least one of ga:nthDay, ga:date, or ga:day must be specified as a dimension to query this metric. For a given date, the returned value will be the total number of unique users for the 7-day period ending on the given date.

14 Day Active Users

Total number of 14-day active users for each day in the requested time period. At least one of ga:nthDay, ga:date, or ga:day must be specified as a dimension to query this metric. For a given date, the returned value will be the total number of unique users for the 14-day period ending on the given date.

28 Day Active Users

Total number of 28-day active users for each day in the requested time period. At least one of ga:nthDay, ga:date, or ga:day must be specified as a dimension to query this metric. For a given date, the returned value will be the total number of unique users for the 28-day period ending on the given date.

30 Day Active Users

Total number of 30-day active users for each day in the requested time period. At least one of ga:nthDay, ga:date, or ga:day must be specified as a dimension to query this metric. For a given date, the returned value will be the total number of unique users for the 30-day period ending on the given date.
Session

Sessions

The total number of sessions.

Hits

Total number of hits for the view (profile). This metric sums all hit types, including pageview, custom event, ecommerce, and other types. Because this metric is based on the view (profile), not on the property, it is not the same as the property's hit volume.
Traffic Sources

Organic Searches

The number of organic searches happened in a session. This metric is search engine agnostic.
Adwords

Impressions

Total number of campaign impressions.

Clicks

Total number of times users have clicked on an ad to reach the property.

Cost

Derived cost for the advertising campaign. Its currency is the one you set in the AdWords account.
Goal Conversions

Goal XX Starts

The total number of starts for the requested goal number.

All Goal Starts

Total number of starts for all goals defined in the profile.

Goal XX Completions

The total number of completions for the requested goal number.

All Goal Completions

Total number of completions for all goals defined in the profile.

Goal XX Value

The total numeric value for the requested goal number.

All Goal Value

Total numeric value for all goals defined in the profile.

Goal XX Abandoned Funnels

The number of times users started conversion activity on the requested goal number without actually completing it.

All Goal Abandoned Funnels

The overall number of times users started goals without actually completing them.
Page Tracking

Entrances

The number of entrances to the property measured as the first pageview in a session, typically used with landingPagePath.

Pageviews

The total number of pageviews for the property.

Unique Pageviews

Unique Pageviews is the number of sessions during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page title combination.

Exits

The number of exits from the property.
Internal Search

Results Pageviews

The number of times a search result page was viewed.

Total Unique Searches

Total number of unique keywords from internal searches within a session. For example, if "shoes" was searched for 3 times in a session, it would be counted only once.

Sessions with Search

The total number of sessions that included an internal search.

Search Refinements

The total number of times a refinement (transition) occurs between internal keywords search within a session. For example, if the sequence of keywords is "shoes", "shoes", "pants", "pants", this metric will be one because the transition between "shoes" and "pants" is different.

Search Exits

The number of exits on the site that occurred following a search result from the site's internal search feature.
App Tracking

Screen Views

The total number of screenviews.

Unique Screen Views

The number of unique screen views. Screen views in different sessions are counted as separate screen views.

Time on Screen

The time spent viewing the current screen.
Event Tracking

Total Events

The total number of events for the profile, across all categories.

Unique Events

The number of unique events. Events in different sessions are counted as separate events.

Event Value

Total value of events for the profile.

Sessions with Event

The total number of sessions with events.
Ecommerce

Transactions

The total number of transactions.

Revenue

The total sale revenue (excluding shipping and tax) of the transaction.

Shipping

The total cost of shipping.

Tax

Total tax for the transaction.

Total Value

Total value for the property (including total revenue and total goal value).

Unique Purchases

The number of product sets purchased. For example, if users purchase 2 frisbees and 5 tennis balls from the site, this will be 2.

Product Revenue

The total revenue from purchased product items.

Local Revenue

Transaction revenue in local currency.

Local Shipping

Transaction shipping cost in local currency.

Local Tax

Transaction tax in local currency.

Local Product Revenue

Product revenue in local currency.

Internal Promotion Clicks

The number of clicks on an internal promotion (Enhanced Ecommerce).

Internal Promotion Views

The number of views of an internal promotion (Enhanced Ecommerce).

Local Product Refund Amount

Refund amount in local currency for a given product (Enhanced Ecommerce).

Local Refund Amount

Total refund amount in local currency for the transaction (Enhanced Ecommerce).

Product Adds to Cart

Number of times the product was added to the shopping cart (Enhanced Ecommerce).

Product Checkouts

Number of times the product was included in the check-out process (Enhanced Ecommerce).

Product Detail Views

Number of times users viewed the product-detail page (Enhanced Ecommerce).

Product List Clicks

Number of times users clicked the product when it appeared in the product list (Enhanced Ecommerce).

Product List Views

Number of times the product appeared in a product list (Enhanced Ecommerce).

Quantity Added to Cart

Number of product units added to the shopping cart (Enhanced Ecommerce).

Quantity Checked Out

Number of product units included in check out (Enhanced Ecommerce).
Social Interactions

Social Actions

The total number of social interactions.

Unique Social Actions

The number of sessions during which the specified social action(s) occurred at least once. This is based on the the unique combination of socialInteractionNetwork, socialInteractionAction, and socialInteractionTarget.
Custom Variables or Columns

Calculated Metric

The value of the requested calculated metric, where refers to the user-defined name of the calculated metric. Note that the data type of ga:calcMetric_ can be FLOAT, INTEGER, CURRENCY, TIME, or PERCENT. For details, see https://support.google.com/analytics/answer/6121409.
DoubleClick Bid Manager

DV360 Clicks

DBM Total Clicks (Analytics 360 only, requires integration with DBM).

DV360 Conversions

DBM Total Conversions (Analytics 360 only, requires integration with DBM).

DV360 Cost

DBM Cost (Analytics 360 only, requires integration with DBM).

DV360 Impressions

DBM Total Impressions (Analytics 360 only, requires integration with DBM).

Google Ads

Metric Name Description

Cost / conv.

The cost of ad interactions divided by conversions.

Cost / conv. (Included Conversion Actions)

The cost of ad interactions divided by conversions. This only includes conversion actions.

CTR

The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions).

Avg. CPC

The total cost of all clicks divided by the total number of clicks received.

Conv. value/cost

The value of all conversions divided by the total cost of ad interactions (such as clicks for text ads or views for video ads).

Avg. CPV

The average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views.

Avg. CPM

Average cost-per-thousand impressions (CPM).

Impressions

Count of how often your ad has appeared on a search results page or website on the Google Network.

Conversions

The number of conversions.

Conversions (Included Conversion Actions)

The number of conversions. This only includes conversion actions.

Cost

The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.

Clicks

The number of clicks.

All Conv. Value

The total number of conversions. This includes all conversions.

View-through conv.

The total number of view-through conversions. These happen when a customer sees an image or rich media ad, then later completes a conversion on your site without interacting with (e.g., clicking on) another ad.

Microsoft Ads

Metric Name Description

Cost / conv.

The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions).

CTR

The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions).

Avg. CPC

The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked.

Conv. value / cost

Avg. CPM

The total advertising cost divided by the number of impressions (in thousands).

Return On Ad Spend

The return on ad spend (ROAS).

Revenue Per Conversion

The revenue per conversion.

Conversion Rate

The conversion rate as a percentage. The number of conversions, divided by the total number of clicks.

Cost Per Assist

The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).

Low Quality Clicks Percent

The low-quality clicks as a percentage.

Low Quality Impressions Percent

The low-quality impressions as a percentage.

Phone-through Rate

The phone-through rate (Ptr).

Assists

The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.

Audience Impression Lost to Budget Percent

The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.

Audience Impression Lost to Rank Percent

The percentage of impression share you lost due to low rank on the Microsoft Audience Network.

Audience Impression Share Percent

The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.

Click Share Percent

The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunites are.

Impressions

The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

Conversions

The number of conversions.

Spend

The cost per click (CPC) summed for each click.

Clicks

Clicks Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network.

All Conv. Value

The number of conversions.

View-through conv.

View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.

Absolute Top Impression Rate Percent

How often your ad was in the first position of all results, as a percentage of your total impressions.

Absolute Top Impression Share Lost to Budget Percent

The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget.

Absolute Top Impression Share Lost to Rank Percent

The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results.

Absolute Top Impression Share Percent

The number of times your ad is shown in the top position as a percentage of the total available impressions in the market you were targeting.

Ad Relevance

How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers.

Exact Match Impression Share Percent

The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive.

Expected Ctr

How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether.

Impression Lost to Budget Percent

The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.

Impression Lost to Rank Agg Percent

The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.

Impression Share Percent

The estimated percentage of impressions, out of the total available impressions in the market you were targeting.

Landing Page Experience

An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.

Low Quality Clicks

Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks.

Low Quality Conversions

The number of conversions that originate from low-quality clicks.

Low Quality General Clicks

Clicks that are filtered by general methods, such as deny lists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks.

Low Quality Impressions

The number of impressions that result from low-quality keyword searches.

Low Quality Sophisticated Clicks

Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks.

Phone Calls

The number of total calls to the tracked phone number that showed with your ad.

Phone Impressions

The number of times your tracked number was shown on all devices.

Quality Score

The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms.

Facebook Ads

Metric Name Description

Avg. CPC

The average cost for each click (all).

CPM

The average cost for 1,000 impressions.

CPP

The average cost to reach 1,000 people. This metric is estimated.

CTR

The percentage of times people saw your ad and performed a click (all).

Avg. CPV

The average cost per view.

CPM

The average cost for 1,000 impressions.

Frequency

The average number of times each person saw your ad. This metric is estimated.

Purchase ROAS

Website Purchase ROAS

The total return on ad spend (ROAS) from purchases. This is based on information received from one or more of your connected Facebook Business Tools and attributed to your ads.

Full View Impressions

The number of Full Views on your Page's posts as a result of your ad.

Full View Reach

The number of people who performed a Full View on your Page's post as a result of your ad.

Impressions

The number of times your ads were on screen.

Reach

The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This metric is estimated.

Spend

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.

App Installs

The number of app installs that were recorded as app events and attributed to your ads.

App Users

Check-Ins

Post Comments

Credit Spends

The number of spend credits events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools. This does not refer to the total value of credits spent.

Landing Page Views

The number of times a person clicked on an ad link and then successfully loaded the destination webpage or Instant Experience. To report on landing page views, you must have created a Facebook pixel.

Page Likes

Link Clicks

Mobile App Installs

The number of installs of your mobile app that were recorded as app events and attributed to your ads.

Adds Payment Info

The number of add payment info events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Adds To Cart

The number of add to cart events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Adds To Wishlist

The number of add to wishlist events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Completed Registration

The number of complete registration events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Initiates Checkout

The number of initiate checkout events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Leads

Purchases

The number of purchase events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Searchs

The number of search events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Views Content

The number of view content events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

On-Facebook Workflow Completions

Blocked Messaging Conversations

Messaging Conversations Started

New Messaging Conversations

Post Saves

The total number of times your ad has been saved.

On-Facebook Purchases

Outbound Clicks

Outbound clicks show the number of clicks on links that take people off-Facebook owned properties.

Page Photo Views

Post Shares

Post Reactions

The number of reactions on your post. The reactions button on a post allows people to share different reactions to its content: Like, Love, Haha, Wow, Sad or Angry.

Event Responses

The number of people who responded Interested or Going to your Facebook event.

3-Second Video Views

App Engagement

App Story

Page Engagement

Page Story

Post Engagement

Instagram Profile Engagement

Post Story

Offsite Conversion

Onsite Conversion

App Custom Event

Onsite Web App Event

Mobile App Retention

Offsite Engagement

Store Visit With Dwell

Add To Cart

Onsite App Add to Cart

Onsite Web Add to Cart

Onsite Web App Add to Cart

Complete Registration

Purchase

Onsite App Purchase

All On-Facebook Leads

Onsite Web Purchase

Search

View Content

Onsite App View Content

Onsite Web View Content

Onsite Web App View Content

Initiate Checkout

Add Payment Info

Add to Wishlist

All offsite leads plus all On-Facebook leads

On-Facebook leads coming from Messenger and
Instant Forms

Omni App Install

The estimated number of completed app installs across all channels

Omni Purchase

action_omni_purchase The number of purchase events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Add to Cart

The number of add to cart events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Complete Registration

The number of complete registration events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni View Content

The number of view content events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Search

The number of search events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Initiated Checkout

The number of initiate checkout events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Achievement Unlocked

The number of unlock achievement events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Activate App

The number of times your app was activated attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Omni Level Achieved

The estimated number of completed level across all channels.

Omni Rate

The number of achieve level events attributed to your ads, based on information received from one or more of your connected Facebook Business Tool.

Omni Spend Credits

The number of spend credits events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools. This does not refer to the total value of credits spent.

Omni Tutorial Completion

action_omni_tutorial_completion The number of completed tu.torial events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Subscribe

The number of subscribe events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

Cost per App Install

Cost per App Use

Cost per Check in

Cost per Comment

Cost per Landing Page View

Cost per Like

Cost per Custom Pixel Event

Cost per Offsite Lead

Cost per Offsite Purchase

Cost per Offsite Search

Cost per Offsite Views Content

Cost per On-Facebook Workflow
Completion

Cost per Post Save

Cost per On-Facebok Purchase

Cost per Outbound Click

Cost per Page Photo View

Cost per Post

Cost per Post Reaction

Cost per Event Responses

Cost per 3-Second Video Views

Cost per App Engagement

Cost per App Story

Cost per Page Engagement

Cost per Page Story

Cost per Post Engagement

Cost per Instagram Profile Engagement

Cost per Post Story

Cost per Offsite Conversion

Cost per Onsite Conversion

Cost per App Custom Event

Cost per Onsite Web App Event

Cost per Offsite Engagement

Cost per Purchase

Cost per All On-Facebook Leads

Cost per Onsite Web Purchase

Cost per Search

Cost per View Content

Cost per All offsite leads plus all
On-Facebook leads

Cost per On-Facebook leads coming from
Messenger and Instant Forms