Metrics

Metrics are quantitative indicators that get aggregated and displayed in reports. Unlike dimensions, metrics can be summed and averaged.

What a metric is

A metric answers the question "how much?":

• Clicks — the number of clicks on an ad
• Impressions — the number of times an ad was shown
• Spend — the budget spent
• Conversions — the number of target actions
• Revenue — the revenue earned
• CTR — click-through rate (clicks / impressions × 100%)

Metric categories

Performance metrics

Direct indicators from ad accounts:

Metric	Type	Description
impressions	integer	Ad impressions
clicks	integer	Ad clicks
ctr	percentage	CTR = Clicks / Impressions × 100%
cpm	money	Cost per 1000 impressions
cpc	money	Cost per click

Financial metrics

Metric	Type	Description
cost	money	Spend (the budget spent)
revenue	money	Revenue (if available from the source)
profit	money	Profit = Revenue − Spend
roas	percentage	ROAS = Revenue / Spend × 100%
romi	percentage	ROMI = (Revenue − Spend) / Spend × 100%
cpa	money	Cost per conversion

Conversion metrics

Metric	Type	Description
conversions	integer	The number of conversions
conversion_rate	percentage	CR = Conversions / Clicks × 100%
leads	integer	The number of leads
deals	integer	The number of deals

Metric aggregation

When grouping by dimensions, metrics are aggregated according to their type:

Metric	Aggregation
impressions, clicks, conversions	SUM
cost, revenue	SUM
ctr	Recalculated: SUM(clicks) / SUM(impressions)
cpc	Recalculated: SUM(cost) / SUM(clicks)
roas	Recalculated: SUM(revenue) / SUM(cost)

Important: derived metrics (CTR, CPC, ROAS) aren't summed — they're recalculated at the total row level. The sum of CTR across rows doesn't equal the CTR of the total row.

Universal metrics

These metrics are available across all sources:

Metric	Type
impressions	integer
clicks	integer
cost	money
ctr	percentage
cpc	money
cpm	money

Formatting

• money → 1,250.50 ₽
• percentage → 3.45%
• integer → 1,420

Related pages

• Dimensions
• Calculated Metrics
• Field Types