Basic Data
Last updated, July 2023

This is a complete glossary of all the basic data reporting metrics supported by TikTok Ads Manager.


These metrics will 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.


To use this glossary, find the name of the basic data metric, followed by its definition:

  • Clicks (Destination): The number of clicks on your ads that led users to advertiser-specified destinations like websites, apps, or to the app store. Learn More

  • Conversions: The number of times your ad achieved an outcome based on the objective and settings you selected.

  • Cost per 1,000 Unique User Accounts Reached: The average cost to reach 1,000 unique users accounts. This metric is estimated.

  • CPA: The average amount of money you've spent on a conversion. Calculated as: Cost/Conversion or Install.

  • CPC (Destination): The average amount of money you've spent on a destination click. Learn More

  • CPM: The average amount of money you've spent per 1,000 impressions.

  • CTR (Destination): The percentage of times your ad was seen and clicked on, taking the user to an advertiser specified destination. Learn More

  • CVR (Impressions): The percentage of results you achieved out of all the impressions on your ads. Calculated as conversions/impressions. Learn More

  • CVR (Clicks): The percentage of results you achieved out of all the clicks on your ads. Calculated as conversions/clicks. Learn More

  • Frequency: The average number of times each unique user account saw your ad.

  • Impressions: The number of times your ads were on screen.

  • Paid Likes: The number of likes your video creative received within 1 day of a user seeing a paid ad.

  • Reach: The number of unique user accounts who saw your ads at least once. This metric is estimated.

  • Real-time Conversions: The number of times your ad achieved an outcome based on the objective and settings you selected. The total count is based on when the conversion actually happened.

  • Real-time CPA: The average amount of money you've spent on a conversion. The total count is based on when the conversion actually happened.

  • Real-time CVR (Impressions): The percentage of results you received out of all your ads. The total count is based on when the conversion actually happened. Learn More

  • Real-time CVR (Clicks): The percentage of results you received out of all the clicks of your ads. The total count is based on when the conversion actually happened. Learn More

  • Total Cost: The estimated total amount of money you've spent on your campaign, ad group, or ad during its schedule.

  • Clicks (All): The overall amount of engagement on your ad that includes paid likes, comments, shares, follows, and clicks. Clicks in the "Total Engagement" metric also include music, hashtag, anchor, and interactive add-on clicks. Learn More


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