> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Advertising Metrics: Track Ad Performance Across Platforms
> Track advertising performance across Meta, Google, TikTok, and blended views. View 305+ metrics including ROAS, CPA, CTR, spend, and conversions with formulas and benchmarks.
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](/reference/metrics/funnel) 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](/reference/metrics/advertising/meta) | 97 | Facebook & Instagram advertising performance |
| [Google Ads](/reference/metrics/advertising/google) | 22 | Search, Display, Shopping & YouTube campaigns |
| [TikTok Ads](/reference/metrics/advertising/tiktok) | 61 | TikTok video advertising performance |
| [Blended](/reference/metrics/advertising/blended) | 110 | Cross-platform aggregated metrics |
## When to Use
| Goal | Platform | Key Metrics |
| ---------------------------- | ---------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Optimize Meta campaigns** | Meta Ads | [Meta ROAS](/reference/metrics/advertising/meta/meta-efficiency/meta-roas), [Meta CPA](/reference/metrics/advertising/meta/meta-efficiency/meta-cpa), [Meta CTR](/reference/metrics/advertising/meta/meta-clicks/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](/reference/metrics/advertising/meta)
| Subcategory | Metrics | Description |
| ------------------------------------------------------------------------ | ------- | ------------------------------------------ |
| [Meta Spend](/reference/metrics/advertising/meta/meta-spend) | 1 | Budget consumption tracking |
| [Meta Audience](/reference/metrics/advertising/meta/meta-audience) | 4 | Reach, impressions, frequency, CPM |
| [Meta Clicks](/reference/metrics/advertising/meta/meta-clicks) | 18 | CTR, CPC, link clicks, landing page views |
| [Meta Efficiency](/reference/metrics/advertising/meta/meta-efficiency) | 7 | ROAS, CPA, cost-per-purchase ratios |
| [Meta Conversions](/reference/metrics/advertising/meta/meta-conversions) | 32 | Purchases, leads, registrations, checkouts |
| [Meta Engagement](/reference/metrics/advertising/meta/meta-engagement) | 18 | Likes, comments, shares, reactions, saves |
| [Meta Video](/reference/metrics/advertising/meta/meta-video) | 15 | Views, completion rates, ThruPlay metrics |
### Key Meta Metrics
| Metric | Subcategory | Description |
| -------------------------------------------------------------------------------------- | ----------- | -------------------------------------- |
| [Meta ROAS](/reference/metrics/advertising/meta/meta-efficiency/meta-roas) | Efficiency | Return on ad spend from Meta campaigns |
| [Meta CPA](/reference/metrics/advertising/meta/meta-efficiency/meta-cpa) | Efficiency | Cost per acquisition |
| [Meta Ad Spend](/reference/metrics/advertising/meta/meta-spend/meta-spend) | Spend | Total budget consumed |
| [Meta CTR](/reference/metrics/advertising/meta/meta-clicks/meta-ctr) | Clicks | Click-through rate |
| [Meta Purchases](/reference/metrics/advertising/meta/meta-conversions/meta-purchases) | Conversions | Platform-reported purchase count |
| [Meta Impressions](/reference/metrics/advertising/meta/meta-audience/meta-impressions) | Audience | Number of ad impressions |
| [Meta Reach](/reference/metrics/advertising/meta/meta-audience/meta-reach) | Audience | Unique people reached |
***
## Google Ads
Metrics from Google Ads covering Search, Display, Shopping, and YouTube campaign performance.
→ [View All Google Metrics](/reference/metrics/advertising/google) *(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](/reference/metrics/advertising/tiktok) *(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](/reference/metrics/advertising/blended) *(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](/reference/metrics/funnel/conversions/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.