Advertising Metrics | Upstack Documentation

Advertising metrics measure your paid marketing performance across channels. These platform-reported metrics come directly from ad platform APIs and help you evaluate spend efficiency, audience reach, engagement, and campaign ROI. Use these alongside Funnel metrics for a complete picture of attributed vs. platform-reported performance.

Data Source: Ad Platform APIs (Meta, Google, TikTok)
Metrics in Category: 305+

Platforms

Platform	Metrics	Description
Meta Ads	97	Facebook & Instagram advertising performance
Google Ads	22	Search, Display, Shopping & YouTube campaigns
TikTok Ads	61	TikTok video advertising performance
Blended	110	Cross-platform aggregated metrics

When to Use

Goal	Platform	Key Metrics
Optimize Meta campaigns	Meta Ads	Meta ROAS, Meta CPA, Meta CTR
Track search performance	Google Ads	Google ROAS, Google CPC, Google Conversions
Measure video engagement	TikTok Ads	TikTok Video Views, TikTok CTR, TikTok CPA
Compare across platforms	Blended	Blended ROAS, Blended CPA, Total Ad Spend

Meta Ads

Comprehensive metrics from Meta (Facebook & Instagram) covering spend, audience, clicks, efficiency, conversions, engagement, and video performance. → View All Meta Metrics

Subcategory	Metrics	Description
Meta Spend	1	Budget consumption tracking
Meta Audience	4	Reach, impressions, frequency, CPM
Meta Clicks	18	CTR, CPC, link clicks, landing page views
Meta Efficiency	7	ROAS, CPA, cost-per-purchase ratios
Meta Conversions	32	Purchases, leads, registrations, checkouts
Meta Engagement	18	Likes, comments, shares, reactions, saves
Meta Video	15	Views, completion rates, ThruPlay metrics

Key Meta Metrics

Metric	Subcategory	Description
Meta ROAS	Efficiency	Return on ad spend from Meta campaigns
Meta CPA	Efficiency	Cost per acquisition
Meta Ad Spend	Spend	Total budget consumed
Meta CTR	Clicks	Click-through rate
Meta Purchases	Conversions	Platform-reported purchase count
Meta Impressions	Audience	Number of ad impressions
Meta Reach	Audience	Unique people reached

Google Ads

Metrics from Google Ads covering Search, Display, Shopping, and YouTube campaign performance. → View All Google Metrics (coming soon)

Subcategory	Metrics	Description
Google Spend	1	Budget consumption tracking
Google Clicks	6	Clicks, CTR, CPC across campaign types
Google Efficiency	4	ROAS, CPA, cost-per-conversion
Google Conversions	11	Purchase, lead, and action conversions

TikTok Ads

Metrics from TikTok Ads Manager for video advertising performance and conversion tracking. → View All TikTok Metrics (coming soon)

Subcategory	Metrics	Description
TikTok Spend	1	Budget consumption tracking
TikTok Clicks	8	Clicks, CTR, CPC
TikTok Efficiency	4	ROAS, CPA ratios
TikTok Conversions	18	Purchase and action conversions
TikTok Video	30	Video views, watch time, completion

Blended Metrics

Cross-platform aggregated metrics for unified advertising performance analysis. Blended metrics combine data from Meta, Google, and TikTok into single views for holistic campaign evaluation. → View All Blended Metrics (coming soon)

Subcategory	Metrics	Description
Blended Spend	4	Total and per-platform spend
Blended Efficiency	12	Cross-platform ROAS, CPA, MER
Blended Conversions	8	Aggregated conversion counts
Blended Audience	6	Combined reach and impressions

Key Blended Metrics

Metric	Description
Blended ROAS	Combined return on ad spend across all platforms
Blended CPA	Average cost per acquisition across platforms
Total Ad Spend	Sum of all platform advertising spend
MER (Marketing Efficiency Ratio)	Revenue divided by total marketing spend

Platform vs. Attributed Metrics

Understanding the difference between advertising metrics and funnel metrics:

Aspect	Advertising Metrics	Funnel Metrics
Source	Ad platform APIs	Upstack attribution
Attribution	Platform-specific models	Cross-channel attribution
Example	Meta Purchases	Conversions
Use Case	Optimize platform campaigns	Understand true channel value

Best Practice: Compare platform-reported conversions (advertising metrics) with attributed conversions (funnel metrics) to understand how each platform’s attribution model differs from cross-channel reality.

METRICS

Advertising Metrics: Track Ad Performance Across Platforms

Platforms

When to Use

Meta Ads

Key Meta Metrics

Google Ads

TikTok Ads

Blended Metrics

Key Blended Metrics

Platform vs. Attributed Metrics

​Platforms

​When to Use

​Meta Ads

​Key Meta Metrics

​Google Ads

​TikTok Ads

​Blended Metrics

​Key Blended Metrics

​Platform vs. Attributed Metrics

Platforms

When to Use

Meta Ads

Key Meta Metrics

Google Ads

TikTok Ads

Blended Metrics

Key Blended Metrics

Platform vs. Attributed Metrics