| Metric Name | Description | Calculations (if applicable) |
| Actions (also known as Post Engagement) | The number of actions taken on your ad, Page, app, or, even after someone saw your ad, even if they didn't click on it. Actions include Page likes, app installs, conversions, event responses, etc. | Post engagement includes all actions that people take involving your ads while they're running. Post engagements can include actions such as reacting to, commenting on, or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link. |
| Action Conversion Value | The total dollar value is associated with all conversions brought by an action. When you define your conversion, the value per conversion is determined by you; this is the dollar amount that you consider each conversion worth. | |
| Ad Cost | The total cost of your Ad. | |
| Ad Impressions | The total number of times digital advertisements display on someone’s screen within the publisher's network. | |
| All Clicks | The total number of times users clicked on your Instagram campaigns, no matter the ad type: carousel ads, video ads, Instagram stories, or ads on your Instagram feed. | |
| All Cost Per Click (CPC) | The cost per number of people who performed a click (all). | |
| Click-Through-Rate (All Clicks) | The total number of clicks your ad received divided by the number of impressions | |
| Click-Through-Rate (Unique Clicks) | The percentage of people who saw your Ad and performed a unique click (all). | |
| Click-Through-Rate (link) | CTR indicates how many link clicks you've received on your ad compared to how many impressions your ad received. | The number of link clicks /the number of impressions |
| Cost Per 1000 People Reached | The average cost to reach 1,000 people. | |
| Cost Per Action (also known as cost per post engagements) | The cost divided by the number of actions being measured. | |
| Cost Per Link Click | The average amount of money spent per click on links contained in advertisements. | Total spent / the total clicks |
| Cost Per Thousand Impressions (CPM) | The average cost for 1,000 impressions. | |
| Cost Per Unique Action | The cost divided by the number of unique actions being measured. | Cost / Unique actions |
| Frequency | The average number of times each user saw your ads. | |
| Link Clicks | The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Meta technologies. | |
| Impressions | The total number of times your Instagram Ads were shown to your target audience. | |
| Reach | The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. | |
| Return on Ad Spend (ROAS) | Called return on ad spend, this is the percentage of revenue generated for every dollar spent. | total conversion value / the total spent x 100. |
| Return on Investment (ROI) | Return on Investment on your Ad. | |
| Unique Actions | The number of unique actions taken on your ad, Page, app, or, even after someone saw your ad, even if they didn't click on it. Actions include Page likes, app installs, conversions, event responses, etc. | |
| Unique Clicks | The total number of unique clicks on your Instagram campaigns, no matter the ad type: carousel ads, video ads, Instagram stories, or ads on your Instagram feed. | |
| Unique Cost Per Click (CPC) | The unique average amount you spent on each conversion. It is calculated by dividing the total spent by the number of conversions. | |
| Unique Click-Through-Rate | The percentage of unique users who saw your ad and performed a link click. | |
| Unique Impressions | The total number of unique times your Instagram Ads were shown to your target audience. |
| Dimension Name | Description |
| Action Type | The type of call-to-action button in your Ad. |
| Ad ID | The ID number of your Ad. |
| Ad Name | The name of your Ad. |
| Ad Set | The name of the Ad set. |
| Campaign | The name of your Campaign. |
If you would like to request more metrics and dimensions, please reach out to our Support Team.
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Instagram Ads notes/limitations
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