Basic metrics and definitions in TikTok Ads Manager

Last updated: October 2024

These metrics provide an overview of your campaign, ad group, and ad performance. To learn more about creating a report for your campaigns, see Create and Manage Reports.


  • Clicks (all): Number of clicks from your ads. This includes clicks that lead to destination as well as those for social and interaction purposes.

  • Clicks (destination): Number of clicks from your ads to a specified destination.

  • Conversions: Number of times your ad resulted in the optimization event you selected.

  • Conversion rate (CVR): Percentage of results you received out of all impressions on your ads.

  • Conversion rate (CVR, clicks): Percentage of results you received out of all destination clicks on your ads.

  • Cost: Sum of your total ad spend.

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

  • Cost per conversion: Average amount spent on a conversion.

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

  • CPM: Average amount you spent per 1,000 impressions.

  • CTR (destination): Percentage of impressions that resulted in a destination click out of all impressions.

  • Frequency: The average number of times each user saw your ad over a given time period.

  • Impressions: Number of times your ads were shown.

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

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

  • Real-time conversions: Number of times your ad resulted in the optimization event you selected.

  • Real-time cost per conversion: Average amount spent on a conversion.

  • Real-time conversion rate (CVR): Percentage of conversions you received out of all impressions on your ads.

  • Real-time conversion rate (CVR, clicks): Percentage of conversions you received out of all destination clicks on your ads.