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+
| 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 |
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 |
| 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 |
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.
