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| Category | Field | Code | Description |
|---|---|---|---|
| GENERAL METRICS | Impressions | impressions | The number of times your ad is shown to users, including earned |
| Cost | cost | ||
| Cost (EUR) | cost_eur | ||
| Cost (USD) | cost_usd | ||
| Cost (GBP) | cost_gbp | ||
| CPM | CPM | ||
| Conversions | conversions | ||
| Conversion rate (%) | conversionsRate_perc | ||
| REACH | Total audience reach | total_audience_reach | The total number of people who have been reached by the campaign |
| Average frequency | average_frequency | The average number of times a person saw ads related to this campaign | |
| OBJECTIVE WEBSITE CLICKS OR CONVERSIONS | Clicks | clicks | Total clicks on links, hashtags, a Website Card, and other Tweet details in your ad, combined with likes and profile clicks |
| CTR | CTR_perc | Total clicks on a link or a Website Card divided by total impressions, including earned | |
| CPC | CPC | ||
| Cost per acquisition | CPA | ||
| Site visits | conversion_site_visits | ||
| Sign-ups | conversion_sign_ups | Total number of sign ups. This is the same as the sum of post views, post engagements and assisted sign ups. This is also the sum of website and mobile app sign ups | |
| Downloads | conversion_downloads | ||
| Purchases | conversion_purchases | Total number of purchases. The sum of post view, post engagement, and assisted purchases for both your website and mobile app | |
| Order quantity | conversion_order_quantity | The order quantity of the purchase, e.g. 1 unit | |
| Sale amount | conversion_sale_amount | The total sale amount of the purchase | |
| Custom conversions | conversion_custom | ||
| OBJECTIVE APP INSTALLS | Cost per install (CPI) | cpi | |
| OBJECTIVE VIDEO VIEWS | Video views | promoted_video_total_views | Video views only count when your video is watched in 50% view for 2 seconds or more, or when a user clicks to expand/unmute your video. This includes views you are not billed for |
| Video view rate | video_view_rate_perc | Total video views divided by impressions. Regardless of your bid type, this is always calculated using video ad views | |
| Cost per video view | CPV | Total spend divided by the number of views, including earned. You only pay the first time someone watches your video | |
| Video views 3s | video_3s100pct_views | Total number of views where at least 3 seconds were played while 100% in view | |
| Video starts | promoted_video_starts | The number of people who started the video, regardless of how much of the video player is in view. You're not billed for these | |
| Video views (25% complete) | promoted_video_views_25 | The number of people who watched 25% of the video, regardless of how much of the video player is in view. You're not billed for these | |
| Video views (50% complete) | promoted_video_views_50 | The number of people who watched 50% of the video, regardless of how much of the video player is in view. You're not billed for these | |
| Video views (75% complete) | promoted_video_views_75 | The number of people who watched 75% of the video, regardless of how much of the video player is in view. You're not billed for these | |
| Video views (completed) | promoted_video_views_100 | The number of people who watched 100% of the video, regardless of how much of the video player is in view. You're not billed for these | |
| DEPRECATED | Media engagements | media_engagements | Total number of clicks of media across videos, Vines, GIFs, and images. Please note that this field will be removed on 2026-04-29 |
| Impressions (profile) (deprecated) | promoted_tweet_profile_impressions | Please note that this field will be removed on 2026-04-29 | |
| Cost per app click (CPAC) | cpac | Total spend divided by the number of app clicks, including earned. You only pay the first time someone clicks to install or open your app. Please note that this field will be removed on 2026-04-29 | |
| URL clicks (timeline) (deprecated) | promoted_tweet_timeline_url_clicks | Please note that this field will be removed on 2026-04-29 | |
| Media views (timeline) (deprecated) | promoted_tweet_timeline_media_views | Please note that this field will be removed on 2026-04-29 | |
| Replies (timeline) (deprecated) | promoted_tweet_timeline_replies | Please note that this field will be removed on 2026-04-29 | |
| Retweets (timeline) (deprecated) | promoted_tweet_timeline_retweets | Please note that this field will be removed on 2026-04-29 | |
| Follows (timeline) (deprecated) | promoted_tweet_timeline_follows | Please note that this field will be removed on 2026-04-29 | |
| Favorites (timeline) (deprecated) | promoted_tweet_timeline_favorites | Please note that this field will be removed on 2026-04-29 | |
| Engagement rate (timeline) (deprecated) | promoted_tweet_timeline_engagement_rate | Please note that this field will be removed on 2026-04-29 | |
| favorites (search) (deprecated) | promoted_tweet_search_favorites | Please note that this field will be removed on 2026-04-29 | |
| Card engagements (timeline) (deprecated) | promoted_tweet_timeline_card_engagements | Please note that this field will be removed on 2026-04-29 | |
| URL clicks (profile) (deprecated) | promoted_tweet_profile_url_clicks | Please note that this field will be removed on 2026-04-29 | |
| Media views (TPN) (deprecated) | promoted_tweet_tpn_media_views | Please note that this field will be removed on 2026-04-29 | |
| 6s video views | video_6s_views | Total number of views where at least 6 seconds of the video was viewed. Please note that this field will be removed on 2026-04-29 | |
| Qualified impressions (TPN) (deprecated) | promoted_tweet_tpn_qualified_impressions | Please note that this field will be removed on 2026-04-29 | |
| Replies | replies | The number of people that responded to your Tweet by clicking the reply button. Please note that this field will be removed on 2026-04-29 | |
| Card engagements (TPN) (deprecated) | promoted_tweet_tpn_card_engagements | Please note that this field will be removed on 2026-04-29 | |
| Engagement rate (TPN) (deprecated) | promoted_tweet_tpn_engagement_rate | Please note that this field will be removed on 2026-04-29 | |
| Engagements (TPN) (deprecated) | promoted_tweet_tpn_engagements | Please note that this field will be removed on 2026-04-29 | |
| Clicks (TPN) (deprecated) | promoted_tweet_tpn_clicks | Please note that this field will be removed on 2026-04-29 | |
| Favorites (TPN) (deprecated) | promoted_tweet_tpn_favorites | Please note that this field will be removed on 2026-04-29 | |
| URL clicks (search) (deprecated) | promoted_tweet_search_url_clicks | Please note that this field will be removed on 2026-04-29 | |
| Follows (TPN) (deprecated) | promoted_tweet_tpn_follows | Please note that this field will be removed on 2026-04-29 | |
| Qualified impressions (search) (deprecated) | promoted_tweet_search_qualified_impressions | Please note that this field will be removed on 2026-04-29 | |
| Impressions (TPN) (deprecated) | promoted_tweet_tpn_impressions | Please note that this field will be removed on 2026-04-29 | |
| Favorites (profile) (deprecated) | promoted_tweet_profile_favorites | Please note that this field will be removed on 2026-04-29 | |
| Replies (TPN) (deprecated) | promoted_tweet_tpn_replies | Please note that this field will be removed on 2026-04-29 | |
| Impressions (promoted act) | promoted_account_impressions | Please note that this field will be removed on 2026-04-29 | |
| Retweets (TPN) (deprecated) | promoted_tweet_tpn_retweets | Please note that this field will be removed on 2026-04-29 | |
| Leads | leads | The number of leads you acquired as a result of a user submitting their contact information on Twitter through the Lead Generation Card. Please note that this field will be removed on 2026-04-29 | |
| URL clicks (TPN) (deprecated) | promoted_tweet_tpn_url_clicks | Please note that this field will be removed on 2026-04-29 | |
| App installs | app_installs | Breakdown of mobile conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion achievements unlocked | mobile_conversion_achievement_unlocked | Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Cost per engagement (CPE) | CPE | Total spend divided by the number of Tweet engagements, including earned. You only pay the first time someone engages with your ad (e.g. Retweets, replies, likes, or other clicks). Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion add to cart | mobile_conversion_add_to_cart | Breakdown of mobile conversions of type ADD_TO_CART by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Engagements (timeline) (deprecated) | promoted_tweet_timeline_engagements | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion added payment infos | mobile_conversion_added_payment_infos | Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion add to wishlist | mobile_conversion_add_to_wishlist | Breakdown of mobile conversions of type ADD_TO_WISHLIST by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion checkout initiated | mobile_conversion_checkout_initiated | Breakdown of mobile conversions of type CHECKOUT_INITIATED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion content views | mobile_conversion_content_views | Breakdown of mobile conversions of type CONTENT_VIEW by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion installs | mobile_conversion_installs | Breakdown of mobile conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion installs post view | mobile_conversion_installs_post_view | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion installs post engagement | mobile_conversion_installs_post_engagement | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion invites | mobile_conversion_invites | Breakdown of mobile conversions of type INVITE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Media views (search) (deprecated) | promoted_tweet_search_media_views | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion level achieved | mobile_conversion_level_achieved | Breakdown of mobile conversions of type LEVEL_ACHIEVED. Please note that this field will be removed on 2026-04-29 | |
| Replies (search) (deprecated) | promoted_tweet_search_replies | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion logins | mobile_conversion_logins | Breakdown of mobile conversions of type LOGIN by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Engagements (search) (deprecated) | promoted_tweet_search_engagements | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion purchases | mobile_conversion_purchases | Please note that this field will be removed on 2026-04-29 | |
| Media views (profile) (deprecated) | promoted_tweet_profile_media_views | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion re-engages | mobile_conversion_re_engages | Breakdown of mobile conversions of type RE_ENGAGE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Replies (profile) (deprecated) | promoted_tweet_profile_replies | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion sign ups | mobile_conversion_sign_ups | Breakdown of mobile conversions of type SIGN_UP. Please note that this field will be removed on 2026-04-29 | |
| Clicks (profile) (deprecated) | promoted_tweet_profile_clicks | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion rated | mobile_conversion_rated | Please note that this field will be removed on 2026-04-29 | |
| Tweet retweets | promoted_tweet_retweets | The number of people that Retweeted your ad by clicking the Retweet button. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion reservations | mobile_conversion_reservations | Breakdown of mobile conversions of type RESERVATION by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Follows (promoted act) | promoted_account_follows | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion searches | mobile_conversion_searches | Breakdown of mobile conversions of type SEARCH by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Cost per lead | CPL | Total spend divided by the number of leads, including earned. You only pay for leads generated by your ad. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion shares | mobile_conversion_shares | Breakdown of mobile conversions of type SHARE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Followers rate (%) | followersRate_perc | Total followers divided by total impressions. This helps you understand how well your ad is attracting new followers. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion spent credits | mobile_conversion_spent_credits | Breakdown of mobile conversions of type SPENT_CREDIT. Please note that this field will be removed on 2026-04-29 | |
| App click rate (%) | app_click_rate_perc | Total number of app clicks divided by impressions. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion tutorial completes | mobile_conversion_tutorial_completes | Breakdown of mobile conversions of type TUTORIAL_COMPLETED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Card engagements | card_engagements | Total number of card engagements. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion updates | mobile_conversion_updates | Breakdown of mobile conversions of type UPDATE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Likes (paid) | likes | The number of people who liked your ad by clicking the heart button. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion achievement unlocked breakdown | mobile_conversion_achievement_unlocked_breakdown | Breakdown of mobile conversions of type ACHIEVEMENT_UNLOCKED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Engagements | engagements | All clicks on your Tweet, including Retweets, replies, likes, poll votes, and hashtag clicks. This includes earned clicks that you're not billed for. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion add to cart breakdown | mobile_conversion_add_to_cart_breakdown | Breakdown of mobile conversions of type ADD_TO_CART by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Media views | mediaViews | Total views (autoplay and click) of your media across videos, Vines, GIFs, and images. This includes views you are not billed for. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion add to wishlist breakdown | mobile_conversion_add_to_wishlist_breakdown | Breakdown of mobile conversions of type ADD_TO_WISHLIST. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion added payment infos breakdown | mobile_conversion_added_payment_infos_breakdown | Breakdown of mobile conversions of type PAYMENT_INFO_ADDITION by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion checkout initiated breakdown | mobile_conversion_checkout_initiated_breakdown | Breakdown of mobile conversions of type CHECKOUT_INITIATED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion content views breakdown | mobile_conversion_content_views_breakdown | Breakdown of mobile conversions of type CONTENT_VIEW by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion installs breakdown | mobile_conversion_installs_breakdown | Breakdown of mobile conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion invites breakdown | mobile_conversion_invites_breakdown | Breakdown of mobile conversions of type INVITE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion level achieved breakdown | mobile_conversion_level_achieved_breakdown | Breakdown of mobile conversions of type LEVEL_ACHIEVED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion logins breakdown | mobile_conversion_logins_breakdown | Breakdown of mobile conversions of type LOGIN by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion order quantity | mobile_conversion_order_quantity | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion purchases breakdown | mobile_conversion_purchases_breakdown | Breakdown of mobile conversions of type PURCHASE. Please note that this field will be removed on 2026-04-29 | |
| Qualified impressions (timeline) (deprecated) | promoted_tweet_timeline_qualified_impressions | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion re-engages breakdown | mobile_conversion_re_engages_breakdown | Breakdown of mobile conversions of type RE_ENGAGE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion reservations breakdown | mobile_conversion_reservations_breakdown | Breakdown of mobile conversions of type RESERVATION. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion sale amount | mobile_conversion_sale_amount_local_micro | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion searches breakdown | mobile_conversion_searches_breakdown | Breakdown of mobile conversions of type SEARCH by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion shares breakdown | mobile_conversion_shares_breakdown | Breakdown of mobile conversions of type SHARE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Impressions (timeline) (deprecated) | promoted_tweet_timeline_impressions | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion mobile conversion sign ups breakdown | mobile_conversion_sign_ups_breakdown | Breakdown of mobile conversions of type SIGN_UP. Please note that this field will be removed on 2026-04-29 | |
| Card engagements (search) (deprecated) | promoted_tweet_search_card_engagements | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion spent credits breakdown | mobile_conversion_spent_credits_breakdown | Breakdown of mobile conversions of type SPENT_CREDIT. Please note that this field will be removed on 2026-04-29 | |
| Retweets (search) (deprecated) | promoted_tweet_search_retweets | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion tutorial completes breakdown | mobile_conversion_tutorial_completes_breakdown | Breakdown of mobile conversions of type TUTORIAL_COMPLETED by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Follows (search) (deprecated) | promoted_tweet_search_follows | Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion updates breakdown | mobile_conversion_updates_breakdown | Breakdown of mobile conversions of type UPDATE by post_view, post_engagement, assisted, order_quantity, and sale_amount. Please note that this field will be removed on 2026-04-29 | |
| Engagement rate (search) (deprecated) | promoted_tweet_search_engagement_rate | Please note that this field will be removed on 2026-04-29 | |
| Percentage | percentage | Representation of a category within an audience. Please note this field will be removed on 2020-01-30 | |
| Clicks (search) (deprecated) | promoted_tweet_search_clicks | Please note that this field will be removed on 2026-04-29 | |
| Match rate | matchRate | 90 day active Twitter users divided by number of users provided by the source of audience data. Please note this field will be removed on 2020-01-30 | |
| Impressions (search) (deprecated) | promoted_tweet_search_impressions | Please note that this field will be removed on 2026-04-29 | |
| Card engagements (profile) (deprecated) | promoted_tweet_profile_card_engagements | Please note that this field will be removed on 2026-04-29 | |
| Retweets (profile) (deprecated) | promoted_tweet_profile_retweets | Please note that this field will be removed on 2026-04-29 | |
| Follows (profile) (deprecated) | promoted_tweet_profile_follows | Please note that this field will be removed on 2026-04-29 | |
| Engagements (profile) (deprecated) | promoted_tweet_profile_engagements | Please note that this field will be removed on 2026-04-29 | |
| Qualified impressions (profile) (deprecated) | promoted_tweet_profile_qualified_impressions | Please note that this field will be removed on 2026-04-29 | |
| Likes (paid+organic) | promoted_tweet_likes | The number of people who liked your ad by clicking the heart button. Please note that this field will be removed on 2026-04-29 | |
| Profile visits (promoted act) | promoted_account_profile_visits | Please note that this field will be removed on 2026-04-29 | |
| Follow rate (promoted act) | promoted_account_follow_rate | Please note that this field will be removed on 2026-04-29 | |
| 15s video views | video_15s_views | Total number of views where at least 15 seconds of the video or for 95% of the total duration was viewed. Please note that this field will be removed on 2026-04-29 | |
| Video CTA clicks | promoted_video_cta_clicks | Total clicks on the call to action in the video player. This includes clicks you are not billed for. Please note that this field will be removed on 2026-04-29 | |
| Lead rate (%) | lead_rate_perc | Total leads divided by the number of impressions, including earned. You only pay the first time a user submits a Lead Generation Card. Please note that this field will be removed on 2026-04-29 | |
| Cost per follower (CPF) | CPF | Total spend divided by the number of followers, including earned. You only pay when someone follows you. Please note that this field will be removed on 2026-04-29 | |
| Followers | followers | Total number of followers generated from your Tweet, including earned. If you're running a followers campaign, this number also reflects follows from other locations, including Who to follow. You only pay the first time someone follows you. Please note that this field will be removed on 2026-04-29 | |
| App install rate (%) | app_install_rate_perc | Please note that this field will be removed on 2026-04-29 | |
| App clicks | app_clicks | Total number of clicks to install or open your app. This includes earned clicks that you're not billed for. Please note that this field will be removed on 2026-04-29 | |
| Qualified impressions | qualified_impressions | Please note that this field will be removed on 2026-04-29 | |
| Follows | follows | Total number of followers generated from your Tweet, including earned. If you're running a followers campaign, this number also reflects follows from other locations, including Who to follow. You only pay the first time someone follows you. Please note that this field will be removed on 2026-04-29 | |
| Retweets | retweets | The number of people that Retweeted your ad by clicking the Retweet button. Please note that this field will be removed on 2026-04-29 | |
| Engagements rate (%) | engagementsRate_perc | Tweet engagements divided by impressions. This helps you understand the rate of engagements with your ad. Please note that this field will be removed on 2026-04-29 | |
| Engagements (billed) | billed_engagements | Please note that this field will be removed on 2026-04-29 | |
| URL clicks | url_clicks | Total clicks on the link or Website Card in your ad, including earned. This includes clicks you're not billed for. Please note that this field will be removed on 2026-04-29 | |
| Media view rate | mediaViewRate | Total media views divided by number of impressions. Please note that this field will be removed on 2026-04-29 | |
| Mobile conversion rated breakdown | mobile_conversion_rated_breakdown | Please note that this field will be removed on 2026-04-29 | |
| Clicks (timeline) (deprecated) | promoted_tweet_timeline_clicks | Please note that this field will be removed on 2026-04-29 |