> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mastermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# TikTok Ads: Metrics

> Complete reference of the TikTok Ads metrics in Master Metrics

> [!NOTE]
>
> **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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