About basic metrics and definitions in TikTok Ads Manager

Last updated: April 2025

TikTok Ads Manager offers various reporting metrics to measure and optimize campaign performance. You can use the following list as a guide to the basic metrics and definitions in TikTok Ads Manager.


Core metrics

Clicks (all): Number of clicks from ads, including social interactions.

Clicks (destination): Number of clicks leading to a specified destination.

Frequency: Average number of times each user saw an ad over a given time period.

Impressions: Number of times ads were shown.

Paid likes: Number of times an ad was liked during the ad impression.

Reach: Number of unique users who saw ads at least once.

Conversion metrics

Conversions: Number of times an ad resulted in the selected optimization event.

Conversion rate (CVR): Percentage of conversions received out of all impressions.

Conversion rate (CVR, clicks): Percentage of conversions received out of all destination clicks.

Real-time conversions: Number of times an ad resulted in the optimization event (real-time).

Real-time conversion rate (CVR): Percentage of conversions received out of all impressions (real-time).

Real-time conversion rate (CVR, clicks): Percentage of conversions received out of all destination clicks (real-time).

Cost and efficiency metrics

Cost: Total ad spend.

Cost per 1,000 people reached: Average cost to reach 1,000 unique users.

Cost per conversion: Average amount spent per conversion.

Real-time cost per conversion: Average amount spent per conversion (real-time).

CPC (destination): Average cost of each click to a specified destination.


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