Metrics
Metrics are the numeric indicators that a report extracts and outputs. Impressions, clicks, CTR, conversions, spend, and other values you use to evaluate performance.
What metrics are
Metrics are quantitative data. Each metric adds a numeric column to the output sheet. Metrics are aggregated according to the selected dimensions.
Step-by-step instructions
1. Open the metrics list
In the builder, go to the Data > Metrics section. The system shows the metrics available for the selected entity.
2. Select metrics
Check the boxes for the metrics you need. Recommendations:
- Select only the metrics you actually need for analysis
- Extra metrics increase execution time and output size
- At least one metric is required
3. Configure the order
Drag metrics to change the column order. Typically:
- Base metrics first (Impressions, Clicks, Cost)
- Then derived metrics (CTR, CPC, CPM)
- Then conversion metrics (Conversions, CPA, ROAS)
4. Use search and categories
Metrics are grouped into categories:
- Base — impressions, clicks, CTR
- Financial — spend, CPC, CPM
- Conversion — conversions, CPA, ROAS, conversion value
- Video — views, view-through rate
- Engagement — likes, shares, comments
How to verify
- Make sure at least one metric is selected
- Check that the metrics are compatible with the selected entity and dimensions
- Run the report and check the values are correct (no zeros where data is expected)
Metric and dimension compatibility
Not all combinations of metrics and dimensions are valid. For example, ad-level metrics are incompatible with keyword-level dimensions. The system highlights incompatible combinations before saving.
Related articles
- Entity — determines the available metrics
- Dimensions — grouping for metrics
- Filters — filtering by metric values
- Sorting — ordering by metrics