TikTok Ads: Metrics

Last updated: 2026-11-12

This reference covers the 205 metrics available for TikTok Ads in Master Metrics. Use it to understand which data you can pull and how each field is named. Available in: Dashboards · Reports · AI assistant · MCP

Metrics

Metrics are the numeric values you can measure and aggregate from your TikTok Ads data.

Performance


Amount spent	Field name: `spend` Type: metric MCP: Available
Net cost	Field name: `billed_cost` Type: metric MCP: Available
Cost Charged by Cash	Field name: `cash_spend` Type: metric MCP: Available
Cost Charged by Voucher	Field name: `voucher_spend` Type: metric MCP: Available
CPC (Destination)	Field name: `tiktok.cpc` Type: metric MCP: Available
CPM	Field name: `tiktok.cpm` Type: metric MCP: Available
Impressions	Field name: `impressions` Type: metric MCP: Available
Gross Impressions (Includes Invalid Impressions)	Field name: `gross_impressions` Type: metric MCP: Available
Clicks (Destination)	Field name: `tiktok.clicks` Type: metric MCP: Not available
CTR (Destination)	Field name: `tiktok.ctr` Type: metric MCP: Available
Reach	Field name: `reach` Type: metric MCP: Available
Cost per 1,000 people reached	Field name: `cost_per_1000_reached` Type: metric MCP: Available
Conversions	Field name: `conversion` Type: metric MCP: Available
Cost per conversion	Field name: `cost_per_conversion` Type: metric MCP: Available
Conversion Rate (Click)	Field name: `conversion_rate` Type: metric MCP: Available
Conversion Rate (Impressions)	Field name: `conversion_rate_v2` Type: metric MCP: Available
Real-time Conversions	Field name: `real_time_conversion` Type: metric MCP: Available
Real-time CPA	Field name: `real_time_cost_per_conversion` Type: metric MCP: Available
Real-time CVR (Clicks)	Field name: `real_time_conversion_rate` Type: metric MCP: Available
Real-time CVR (Impressions)	Field name: `real_time_conversion_rate_v2` Type: metric MCP: Available
Result	Field name: `result` Type: metric MCP: Available
Cost Per Result	Field name: `cost_per_result` Type: metric MCP: Available
Result Rate (%)	Field name: `result_rate` Type: metric MCP: Available
Real-time Result	Field name: `real_time_result` Type: metric MCP: Available
Real-time Cost Per Result	Field name: `real_time_cost_per_result` Type: metric MCP: Available
Real-time Result Rate (%)	Field name: `real_time_result_rate` Type: metric MCP: Available
Secondary Goal Result	Field name: `secondary_goal_result` Type: metric MCP: Available
Cost per Secondary Goal Result	Field name: `cost_per_secondary_goal_result` Type: metric MCP: Available
Secondary Goal Result Rate (%)	Field name: `secondary_goal_result_rate` Type: metric MCP: Available
Frequency	Field name: `frequency` Type: metric MCP: Available
Currency	Field name: `currency` Type: metric MCP: Available

Videos


Video Views	Field name: `video_play_actions` Type: metric MCP: Available
Cost per Video View	Field name: `cost_per_video_view` Type: metric MCP: Available
2-Second Video Views	Field name: `video_watched_2s` Type: metric MCP: Available
6-Second Video Views	Field name: `video_watched_6s` Type: metric MCP: Available
15-second video plays	Field name: `engaged_view_15s` Type: metric MCP: Available
15-second video plays (paid views)	Field name: `paid_engaged_view_15s` Type: metric MCP: Available
Video Average Watch Time Per Video View	Field name: `average_video_play` Type: metric MCP: Available
Video Average Watch Time Per Person	Field name: `average_video_play_per_user` Type: metric MCP: Available
Video Views at 25%	Field name: `video_views_p25` Type: metric MCP: Available
Video Views at 50%	Field name: `video_views_p50` Type: metric MCP: Available
Video Views at 75%	Field name: `video_views_p75` Type: metric MCP: Available
Video Views at 100%	Field name: `video_views_p100` Type: metric MCP: Available

Engagement


15-second video plays (paid interactions)	Field name: `paid_engagement_engaged_view_15s` Type: metric MCP: Available
Clicks (All)	Field name: `engagements` Type: metric MCP: Available
CTR (All)	Field name: `engagement_rate` Type: metric MCP: Available
Cost per Engagement	Field name: `cost_per_engagement` Type: metric MCP: Available
Paid Profile Visit	Field name: `profile_visits` Type: metric MCP: Available
Paid Profile Visit Rate	Field name: `profile_visits_rate` Type: metric MCP: Available
Cost per Profile Visit	Field name: `cost_per_profile_visit` Type: metric MCP: Available
Paid Likes	Field name: `tiktok.likes` Type: metric MCP: Available
Cost per Like	Field name: `cost_per_like` Type: metric MCP: Available
Paid Comments	Field name: `tiktok.comments` Type: metric MCP: Available
Cost per Comment	Field name: `cost_per_comment` Type: metric MCP: Available
Paid Shares	Field name: `tiktok.shares` Type: metric MCP: Available
Cost per Share	Field name: `cost_per_share` Type: metric MCP: Available
Paid Followers	Field name: `tiktok.follows` Type: metric MCP: Available
Cost per Follow	Field name: `cost_per_follow` Type: metric MCP: Available
Music Clicks	Field name: `clicks_on_music_disc` Type: metric MCP: Available
Duet Clicks	Field name: `duet_clicks` Type: metric MCP: Available
Stitch Clicks	Field name: `stitch_clicks` Type: metric MCP: Available

In-app events


Unique Purchase	Field name: `purchase` Type: metric MCP: Available
Cost per Unique Purchase	Field name: `tiktok.cost_per_purchase` Type: metric MCP: Available
Unique purchase rate (%)	Field name: `purchase_rate` Type: metric MCP: Available
Total purchase	Field name: `total_purchase` Type: metric MCP: Available
Cost per Purchase	Field name: `cost_per_total_purchase` Type: metric MCP: Available
Value per Purchase	Field name: `value_per_total_purchase` Type: metric MCP: Available
Total Purchase Value	Field name: `total_purchase_value` Type: metric MCP: Available
Purchase ROAS	Field name: `total_active_pay_roas` Type: metric MCP: Available
Unique Checkout	Field name: `checkout` Type: metric MCP: Available
Cost per Unique Checkout	Field name: `cost_per_checkout` Type: metric MCP: Available
Unique Checkout Rate (%)	Field name: `checkout_rate` Type: metric MCP: Available
Total Checkout	Field name: `total_checkout` Type: metric MCP: Available
Cost per Checkout	Field name: `cost_per_total_checkout` Type: metric MCP: Available
Value per Checkout	Field name: `value_per_checkout` Type: metric MCP: Available
Total Checkout Value	Field name: `total_checkout_value` Type: metric MCP: Available
Unique View Content	Field name: `view_content` Type: metric MCP: Available
Cost per Unique View Content	Field name: `cost_per_view_content` Type: metric MCP: Available
View Content Rate (%)	Field name: `view_content_rate` Type: metric MCP: Available
Total View Content	Field name: `total_view_content` Type: metric MCP: Available
Cost per View Content	Field name: `cost_per_total_view_content` Type: metric MCP: Available
Value per View Content	Field name: `value_per_total_view_content` Type: metric MCP: Available
Total View Content Value	Field name: `total_view_content_value` Type: metric MCP: Available
Unique Add Payment Info	Field name: `add_payment_info` Type: metric MCP: Available
Cost per Unique Add Payment Info	Field name: `cost_per_add_payment_info` Type: metric MCP: Available
Add Payment Info Rate (%)	Field name: `add_payment_info_rate` Type: metric MCP: Available
Total Add Payment Info	Field name: `total_add_payment_info` Type: metric MCP: Available
Cost per Add Payment Info	Field name: `cost_total_add_payment_info` Type: metric MCP: Available
Unique Add to Wishlist	Field name: `add_to_wishlist` Type: metric MCP: Available
Cost per Unique Add to Wishlist	Field name: `cost_per_add_to_wishlist` Type: metric MCP: Available
Add to Wishlist Rate (%)	Field name: `add_to_wishlist_rate` Type: metric MCP: Available
Total Add to Wishlist	Field name: `total_add_to_wishlist` Type: metric MCP: Available
Cost per Add to Wishlist	Field name: `cost_per_total_add_to_wishlist` Type: metric MCP: Available
Value per Add to Wishlist	Field name: `value_per_total_add_to_wishlist` Type: metric MCP: Available
Total Add to Wishlist Value	Field name: `total_add_to_wishlist_value` Type: metric MCP: Available
Unique Complete Tutorial	Field name: `complete_tutorial` Type: metric MCP: Available
Cost per Unique Complete Tutorial	Field name: `cost_per_complete_tutorial` Type: metric MCP: Available
Complete Tutorial Rate (%)	Field name: `complete_tutorial_rate` Type: metric MCP: Available
Complete Tutorial (Total No.)	Field name: `total_complete_tutorial` Type: metric MCP: Available
Cost per Complete Tutorial	Field name: `cost_per_total_complete_tutorial` Type: metric MCP: Available
Value per Complete Tutorial	Field name: `value_per_total_complete_tutorial` Type: metric MCP: Available
Total Complete Tutorial Value	Field name: `total_complete_tutorial_value` Type: metric MCP: Available
Unique Generate Lead	Field name: `sales_lead` Type: metric MCP: Available
Cost per Unique Generate Lead	Field name: `cost_per_sales_lead` Type: metric MCP: Available
Generate Lead Rate (%)	Field name: `sales_lead_rate` Type: metric MCP: Available
Generate Lead (Total No.)	Field name: `total_sales_lead` Type: metric MCP: Available
Cost per Generate Lead	Field name: `cost_per_total_sales_lead` Type: metric MCP: Available
Value per Generate Lead	Field name: `value_per_total_sales_lead` Type: metric MCP: Available
Total Generate Lead Value	Field name: `total_sales_lead_value` Type: metric MCP: Available
Unique search	Field name: `tiktok.search` Type: metric MCP: Available
Cost per unique search	Field name: `cost_per_search` Type: metric MCP: Available
Unique search rate (%)	Field name: `search_rate` Type: metric MCP: Available
Total search	Field name: `total_search` Type: metric MCP: Available
Cost per search	Field name: `cost_per_total_search` Type: metric MCP: Available
Unique Start Trial	Field name: `start_trial` Type: metric MCP: Available
Cost per Unique Start Trial	Field name: `cost_per_start_trial` Type: metric MCP: Available
Start Trial Rate (%)	Field name: `start_trial_rate` Type: metric MCP: Available
Start Trial (Total No.)	Field name: `total_start_trial` Type: metric MCP: Available
Cost per Start Trial	Field name: `cost_per_total_start_trial` Type: metric MCP: Available
Unique Subscribe	Field name: `subscribe` Type: metric MCP: Available
Cost per Unique Subscribe	Field name: `cost_per_subscribe` Type: metric MCP: Available
Subscribe Rate (%)	Field name: `subscribe_rate` Type: metric MCP: Available
Subscribe (Total No.)	Field name: `total_subscribe` Type: metric MCP: Available
Cost per Subscribe	Field name: `cost_per_total_subscribe` Type: metric MCP: Available
Value per Subscribe	Field name: `value_per_total_subscribe` Type: metric MCP: Available
Total Subscribe Value	Field name: `total_subscribe_value` Type: metric MCP: Available

Page events


Complete Payment ROAS	Field name: `complete_payment_roas` Type: metric MCP: Available
Total Complete Payment	Field name: `complete_payment` Type: metric MCP: Available
Cost per Complete Payment	Field name: `cost_per_complete_payment` Type: metric MCP: Available
Complete Payment Rate (%)	Field name: `complete_payment_rate` Type: metric MCP: Available
Value per Complete Payment	Field name: `value_per_complete_payment` Type: metric MCP: Available
Total Complete Payment Value	Field name: `total_complete_payment_rate` Type: metric MCP: Available
Total Landing Page View	Field name: `total_landing_page_view` Type: metric MCP: Available
Cost per Landing Page View	Field name: `cost_per_landing_page_view` Type: metric MCP: Available
Landing Page View Rate	Field name: `landing_page_view_rate` Type: metric MCP: Available
Total Page View	Field name: `total_pageview` Type: metric MCP: Available
Cost per Page View	Field name: `cost_per_pageview` Type: metric MCP: Available
Page View Rate (%)	Field name: `pageview_rate` Type: metric MCP: Available
Value per Page View	Field name: `avg_value_per_pageview` Type: metric MCP: Available
Total Page View Value	Field name: `total_value_per_pageview` Type: metric MCP: Available
Button Click	Field name: `button_click` Type: metric MCP: Available
Cost per Button Click	Field name: `cost_per_button_click` Type: metric MCP: Available
Button Click Rate (%)	Field name: `button_click_rate` Type: metric MCP: Available
Value per Button Click	Field name: `value_per_button_click` Type: metric MCP: Available
Total Button Click Value	Field name: `total_button_click_value` Type: metric MCP: Available
Contact	Field name: `online_consult` Type: metric MCP: Available
Cost per Contact	Field name: `cost_per_online_consult` Type: metric MCP: Available
Contact Rate (%)	Field name: `online_consult_rate` Type: metric MCP: Available
Value per Contact	Field name: `value_per_online_consult` Type: metric MCP: Available
Total Contact Value	Field name: `total_online_consult_value` Type: metric MCP: Available
Total Complete Registration	Field name: `user_registration` Type: metric MCP: Available
Cost per Complete Registration	Field name: `cost_per_user_registration` Type: metric MCP: Available
Complete Registration Rate (%)	Field name: `user_registration_rate` Type: metric MCP: Available
Value per Complete Registration	Field name: `value_per_user_registration` Type: metric MCP: Available
Total Complete Registration Value	Field name: `total_user_registration_value` Type: metric MCP: Available
Total view content	Field name: `page_content_view_events` Type: metric MCP: Available
Cost per view content	Field name: `cost_per_page_content_view_event` Type: metric MCP: Available
View content rate (%)	Field name: `page_content_view_event_rate` Type: metric MCP: Available
Value per view content	Field name: `value_per_page_content_view_event` Type: metric MCP: Available
Total view content value	Field name: `total_page_view_content_events_value` Type: metric MCP: Available
Total Add-To-Cart	Field name: `web_event_add_to_cart` Type: metric MCP: Available
Cost per Add-To-Cart	Field name: `cost_per_web_event_add_to_cart` Type: metric MCP: Available
Add-To-Cart Rate (%)	Field name: `web_event_add_to_cart_rate` Type: metric MCP: Available
Value per Add-To-Cart	Field name: `value_per_web_event_add_to_cart` Type: metric MCP: Available
Total Add-To-Cart Value	Field name: `total_web_event_add_to_cart_value` Type: metric MCP: Available
Total Place an Order	Field name: `on_web_order` Type: metric MCP: Available
Cost per Place an Order	Field name: `cost_per_on_web_order` Type: metric MCP: Available
Place an Order Rate (%)	Field name: `on_web_order_rate` Type: metric MCP: Available
Value per Place an Order	Field name: `value_per_on_web_order` Type: metric MCP: Available
Total Place an Order Value	Field name: `total_on_web_order_value` Type: metric MCP: Available
Total Initiate Checkout	Field name: `initiate_checkout` Type: metric MCP: Available
Cost per Initiate Checkout	Field name: `cost_per_initiate_checkout` Type: metric MCP: Available
Initiate Checkout Rate (%)	Field name: `initiate_checkout_rate` Type: metric MCP: Available
Value per Initiate Checkout	Field name: `value_per_initiate_checkout` Type: metric MCP: Available
Total Initiate Checkout Value	Field name: `total_initiate_checkout_value` Type: metric MCP: Available
Add Billing	Field name: `add_billing` Type: metric MCP: Available
Add Billing Cost	Field name: `cost_per_add_billing` Type: metric MCP: Available
Add Billing Rate (%)	Field name: `add_billing_rate` Type: metric MCP: Available
Value per Add Billing	Field name: `value_per_add_billing` Type: metric MCP: Available
Total Add Billing Value	Field name: `total_add_billing_value` Type: metric MCP: Available
Total search	Field name: `page_event_search` Type: metric MCP: Available
Cost per search	Field name: `cost_per_page_event_search` Type: metric MCP: Available
Search rate (%)	Field name: `page_event_search_rate` Type: metric MCP: Available
Value per search	Field name: `value_per_page_event_search` Type: metric MCP: Available
Total search value	Field name: `total_page_event_search_value` Type: metric MCP: Available
Total Submit Form	Field name: `form` Type: metric MCP: Available
Cost per Submit Form	Field name: `cost_per_form` Type: metric MCP: Available
Submit Form Rate (%)	Field name: `form_rate` Type: metric MCP: Available
Value per Submit Form	Field name: `value_per_form` Type: metric MCP: Available
Total Submit Form Value	Field name: `total_form_value` Type: metric MCP: Available
Total Download	Field name: `download_start` Type: metric MCP: Available
Cost per Download	Field name: `cost_per_download_start` Type: metric MCP: Available
Download Rate (%)	Field name: `download_start_rate` Type: metric MCP: Available
Value per Download	Field name: `value_per_download_start` Type: metric MCP: Available
Total Download Value	Field name: `total_download_start_value` Type: metric MCP: Available
Total Add to Wishlist	Field name: `on_web_add_to_wishlist` Type: metric MCP: Available
Cost per Add To Wishlist	Field name: `cost_per_on_web_add_to_wishlist` Type: metric MCP: Available
Add To Wishlist Rate	Field name: `on_web_add_to_wishlist_per_click` Type: metric MCP: Available
Value per Add To Wishlist	Field name: `value_per_on_web_add_to_wishlist` Type: metric MCP: Available
Total Add To Wishlist Value	Field name: `total_on_web_add_to_wishlist_value` Type: metric MCP: Available
Total Website Subscribe	Field name: `on_web_subscribe` Type: metric MCP: Available
Website Subscribe Cost	Field name: `cost_per_on_web_subscribe` Type: metric MCP: Available
Website Subscribe Rate (%)	Field name: `on_web_subscribe_per_click` Type: metric MCP: Available
Value per Website Subscribe	Field name: `value_per_on_web_subscribe` Type: metric MCP: Available
Total Website Subscribe Value	Field name: `total_on_web_subscribe_value` Type: metric MCP: Available

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