--- title: "Advertising Report Metrics by Integration" img: https://unified.to/images/logo.svg date: 2026-06-12T14:33:00.000Z tag: Guides description: "Endpoint, `GET /ads/{connection_id}/report` — List all reports" url: "https://docs.unified.to/guides/advertising_report_metrics_by_integration" --- # Advertising Report Metrics by Integration ------ _June 12, 2026_ **Endpoint:** `GET /ads/{connection_id}/report` — [List all reports](https://docs.unified.to/ads/report/List_all_reports) This is a reference for the metrics returned by the Advertising **Report** endpoint: which metrics each supported integration populates, and how each platform's native field maps onto Unified.to's single normalized reporting model. ## How reports return metrics A call to `GET /ads/{connection_id}/report` returns an array of [Report objects](https://docs.unified.to/ads/report/model). Each report describes the performance of an advertising entity over a window, and carries its metrics in a single normalized array: | Field | Type | Description | | --------------------------- | ------ | ----------------------------------------------------------------- | | `id` | string | Report identifier | | `created_at` / `updated_at` | date | ISO-8601 timestamps | | `start_at` / `end_at` | date | The reporting window the metrics cover | | `currency` | string | Currency for all monetary metrics in the report | | `organization_id` | string | The advertising organization the report belongs to | | `metrics` | array | The normalized performance metrics (the subject of this document) | | `raw` | any | The untransformed payload from the underlying platform | The value of the `metrics` array is that it is **the same shape regardless of which platform** **`connection_id`** **points to**. Whether the connection is Meta Ads or LinkedIn, a `CLICKS` metric means the same thing and is read the same way. Behind the scenes, Unified.to handles the platform-specific renaming, the nested-field extraction, and the unit conversions — and where a platform doesn't return a value directly, it computes it. If you ever need the original platform field, it remains available under `raw`. ## The unified metric model Each ad platform reports the same fundamental ideas — a click, an impression, a dollar spent — but names and shapes them differently. A click is `clicks` in Meta, `METRIC_CLICKS` in Google DV360, and `Clicks` in Microsoft Ads. Cost arrives as raw currency in some platforms and as micro-units (millionths of a currency unit) in Google Ads, which must be divided by 1,000,000 before it means anything. Unified.to collapses all of that into one vocabulary of **92 normalized metrics** (written in `UPPER_SNAKE_CASE`). The tables below show, for each normalized metric, the native field it is sourced from on each of the five integrations the Report endpoint supports: **Meta Ads, Google Ads, Google DV360, LinkedIn, and Microsoft Ads**. A `—` means that integration does not expose the metric, so it will not appear in the `metrics` array for that connection. ## Coverage at a glance The breadth of the `metrics` array depends entirely on which integration the connection is for. Not all platforms expose data at the same depth: | Integration | Metrics returned | Character of the data | | ----------------- | ---------------- | -------------------------------------------------------------------------------------------------------- | | **LinkedIn** | 57 / 92 | Deepest coverage, driven by a large set of social, lead-gen, and "viral" (organic amplification) metrics | | **Google DV360** | 45 / 92 | Strong on viewability, video engagement, and cost/financial breakdowns | | **Google Ads** | 30 / 92 | Broad core coverage plus search-specific and viewability metrics | | **Meta Ads** | 19 / 92 | Focused on core performance and detailed video-watch metrics | | **Microsoft Ads** | 14 / 92 | Core performance metrics only | Coverage is highly uneven across the metric set. Of the 92 normalized metrics, **60 are returned by only a single integration**, while just **8 are returned by all five**. The long tail is dominated by LinkedIn's social and viral metrics and DV360's financial and viewability metrics, which have no equivalent elsewhere. Write your code defensively: check for a metric's presence rather than assuming every report contains it. ## The universal core These eight metrics are the common denominator — every supported integration returns them, making them the safe foundation for any cross-connection report or comparison: `CLICKS` · `IMPRESSIONS` · `CONVERSIONS` · `COST` · `CTR` · `CPC` · `CONVERSION_VALUE` · `CPA` Even within this universal set, the source data differs. `COST` is `spend` in Meta but arrives in micro-units in Google Ads and as `costInLocalCurrency` in LinkedIn (all normalized to the report's `currency`). `CONVERSIONS` is a clean field in most platforms but is pulled from Meta's nested `actions[purchase]`. And `CTR`, `CPC`, and `CPA` are all **derived** for LinkedIn — a reminder that "returned" sometimes means "computed for you," not "delivered by the platform." Two near-universal ratios fall just short of full coverage: `ROAS` is derived everywhere it exists but is absent from DV360, and `CPM` is missing only from Google Ads. ## Core performance metrics The headline numbers most reports are built on — volume, cost, and the efficiency ratios derived from them. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ------------------ | ------------------------------ | -------------------------- | -------------------------------------------------- | ------------------------------ | ----------------- | | `CLICKS` | clicks | clicks | METRIC_CLICKS | clicks | Clicks | | `IMPRESSIONS` | impressions | impressions | METRIC_IMPRESSIONS | impressions | Impressions | | `CONVERSIONS` | actions[purchase] | conversions | METRIC_TOTAL_CONVERSIONS | externalWebsiteConversions | Conversions | | `COST` | spend | cost_micros (/1e6) | METRIC_REVENUE_ADVERTISER | costInLocalCurrency | Spend | | `CTR` | ctr | ctr | METRIC_CTR | derived | Ctr | | `CPC` | cpc | average_cpc (/1e6) | METRIC_REVENUE_ECPC_ADVERTISER | derived | AverageCpc | | `CONVERSION_VALUE` | action_values[purchase] | conversions_value | METRIC_TRUEVIEW_TOTAL_CONVERSION_VALUES_ADVERTISER | conversionValueInLocalCurrency | Revenue | | `CPA` | cost_per_action_type[purchase] | cost_per_conversion (/1e6) | METRIC_REVENUE_ECPA_ADVERTISER | derived | CostPerConversion | | `ROAS` | derived | derived | — | derived | derived | | `CPM` | cpm | — | METRIC_REVENUE_ECPM_ADVERTISER | derived | AverageCpm | | `ECPM` | — | — | METRIC_REVENUE_ECPM_ADVERTISER | — | — | ## Conversion detail Beyond the headline conversion count, platforms differ on how they attribute and segment conversions. Google Ads and Microsoft Ads add "all conversions" totals and their revenue counterparts; DV360 and LinkedIn distinguish post-click from view-through (post-view) conversions; and Google Ads alone exposes cross-device conversions and raw `interactions`. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | -------------------------- | -------- | ------------------------ | ----------------------------- | ----------------------------------- | ---------------------- | | `POST_CLICK_CONVERSIONS` | — | — | METRIC_POST_CLICK_CONVERSIONS | externalWebsitePostClickConversions | — | | `VIEW_THROUGH_CONVERSIONS` | — | view_through_conversions | METRIC_POST_VIEW_CONVERSIONS | externalWebsitePostViewConversions | ViewThroughConversions | | `ALL_CONVERSIONS` | — | all_conversions | — | — | AllConversions | | `ALL_CONVERSION_VALUE` | — | all_conversions_value | — | — | AllRevenue | | `CROSS_DEVICE_CONVERSIONS` | — | cross_device_conversions | — | — | — | | `INTERACTIONS` | — | interactions | — | — | — | ## Video engagement Video is the most fragmented category, because each platform instruments playback in its own way. Quartile completion (25/50/75/100%) is the one widely shared concept, supported across Meta, Google Ads, DV360, and LinkedIn — though Google Ads reports quartiles as _rates_ while the others report counts. From there the platforms diverge: Meta uniquely tracks `VIDEO_AVG_TIME_WATCHED` and `VIDEO_THRUPLAY`; DV360 captures rich-media interaction signals like pauses, mutes, skips, and companion-banner activity; and Google Ads surfaces search-driven views. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ------------------------- | ------------------------------ | -------------------------------------- | ------------------------------------------------ | ----------------------------- | ------------- | | `VIDEO_VIEWS` | — | video_views | METRIC_TRUEVIEW_VIEWS | videoViews | VideoViews | | `VIDEO_PLAYS` | video_play_actions | — | METRIC_RICH_MEDIA_VIDEO_PLAYS | videoStarts | — | | `VIDEO_COMPLETIONS` | — | — | METRIC_RICH_MEDIA_VIDEO_COMPLETIONS | videoCompletions | — | | `VIDEO_QUARTILE_25` | video_p25_watched_actions | video_quartile_p25_rate | METRIC_RICH_MEDIA_VIDEO_FIRST_QUARTILE_COMPLETES | videoFirstQuartileCompletions | — | | `VIDEO_QUARTILE_50` | video_p50_watched_actions | video_quartile_p50_rate | METRIC_RICH_MEDIA_VIDEO_MIDPOINTS | videoMidpointCompletions | — | | `VIDEO_QUARTILE_75` | video_p75_watched_actions | video_quartile_p75_rate | METRIC_RICH_MEDIA_VIDEO_THIRD_QUARTILE_COMPLETES | videoThirdQuartileCompletions | — | | `VIDEO_QUARTILE_100` | video_p100_watched_actions | video_quartile_p100_rate | METRIC_RICH_MEDIA_VIDEO_COMPLETIONS | — | — | | `VIDEO_AVG_TIME_WATCHED` | video_avg_time_watched_actions | — | — | — | — | | `VIDEO_THRUPLAY` | video_thruplay_watched_actions | — | — | — | — | | `AVERAGE_CPV` | — | average_cpv (/1e6) | — | — | — | | `EARNED_VIEWS` | — | — | METRIC_TRUEVIEW_EARNED_VIEWS | — | — | | `UNIQUE_VIEWERS` | — | — | METRIC_TRUEVIEW_UNIQUE_VIEWERS | — | — | | `VIDEO_VIEWS_FROM_SEARCH` | — | video_views_from_google_search_results | — | — | — | | `VIDEO_FULLSCREENS` | — | — | METRIC_RICH_MEDIA_VIDEO_FULL_SCREENS | fullScreenPlays | — | | `VIDEO_PAUSES` | — | — | METRIC_RICH_MEDIA_VIDEO_PAUSES | — | — | | `VIDEO_MUTES` | — | — | METRIC_RICH_MEDIA_VIDEO_MUTES | — | — | | `VIDEO_SKIPS` | — | — | METRIC_RICH_MEDIA_VIDEO_SKIPS | — | — | | `COMPANION_CLICKS` | — | — | METRIC_RICH_MEDIA_VIDEO_COMPANION_CLICKS | — | — | | `COMPANION_VIEWS` | — | — | METRIC_RICH_MEDIA_VIDEO_COMPANION_VIEWS | — | — | ## Social engagement Likes, shares, comments, and follows are native to the social-first platforms. LinkedIn reports them directly, and DV360 exposes the YouTube "earned" equivalents (earned likes, shares, and subscribers). Curiously, Google Ads maps `SHARES` and `SAVES` onto Gmail-specific forward and save actions — an artifact of how Gmail Ads engagement was instrumented. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ------------------- | -------- | -------------- | ----------------------------------------- | ---------------- | ------------- | | `ENGAGEMENT` | — | — | METRIC_ENGAGEMENT_RATE | derived (sum) | — | | `ENGAGEMENTS` | — | engagements | METRIC_ENGAGEMENTS | — | — | | `TOTAL_ENGAGEMENTS` | — | — | — | totalEngagements | — | | `OTHER_ENGAGEMENTS` | — | — | — | otherEngagements | — | | `LIKES` | — | — | METRIC_TRUEVIEW_EARNED_LIKES | likes | — | | `SHARES` | — | gmail_forwards | METRIC_TRUEVIEW_EARNED_SHARES | shares | — | | `COMMENTS` | — | — | — | comments | — | | `FOLLOWS` | — | — | METRIC_TRUEVIEW_EARNED_SUBSCRIBERS | follows | — | | `SAVES` | — | gmail_saves | METRIC_TRUEVIEW_EARNED_PLAYLIST_ADDITIONS | — | — | | `COMMENT_LIKES` | — | — | — | commentLikes | — | | `OPENS` | — | — | — | opens | — | ## Click and impression breakdowns Most of these granular click types are LinkedIn-specific, reflecting its sponsored-content and document-ad formats (card clicks, company-page clicks, text-URL clicks, and so on). Meta contributes `LANDING_PAGE_CLICKS` (its `inline_link_clicks`) and `UNIQUE_CLICKS`, while LinkedIn adds an approximate unique-impression count. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ------------------------ | ------------------ | ---------------------- | ------------ | ---------------------------- | ------------- | | `LANDING_PAGE_CLICKS` | inline_link_clicks | — | — | landingPageClicks | — | | `AD_UNIT_CLICKS` | — | — | — | adUnitClicks | — | | `CARD_CLICKS` | — | — | — | cardClicks | — | | `CARD_IMPRESSIONS` | — | — | — | cardImpressions | — | | `COMPANY_PAGE_CLICKS` | — | — | — | companyPageClicks | — | | `ACTION_CLICKS` | — | — | — | actionClicks | — | | `TEXT_URL_CLICKS` | — | — | — | textUrlClicks | — | | `GMAIL_SECONDARY_CLICKS` | — | gmail_secondary_clicks | — | — | — | | `UNIQUE_CLICKS` | unique_clicks | — | — | — | — | | `UNIQUE_IMPRESSIONS` | — | — | — | approximateUniqueImpressions | — | ## Lead generation Native lead-form metrics are exclusive to LinkedIn in this mapping, tied to its one-click Lead Gen Forms. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ----------------- | -------- | ---------- | ------------ | --------------------- | ------------- | | `LEADS` | — | — | — | oneClickLeads | — | | `LEAD_FORM_OPENS` | — | — | — | oneClickLeadFormOpens | — | ## Viewability and measurement Viewability — whether an impression was actually seen — is a Google ecosystem strength. Google Ads and DV360 share the Active View family (viewable, measurable, and percent-viewable impressions), DV360 adds billable and eligible impression counts plus average viewable time, and Google Ads contributes top-of-page impression share metrics from search. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ------------------------------- | -------- | ---------------------------------- | ------------------------------------------- | -------- | ------------- | | `VIEWABLE_IMPRESSIONS` | — | active_view_impressions | METRIC_ACTIVE_VIEW_VIEWABLE_IMPRESSIONS | — | — | | `MEASURABLE_IMPRESSIONS` | — | active_view_measurable_impressions | METRIC_ACTIVE_VIEW_MEASURABLE_IMPRESSIONS | — | — | | `VIEWABILITY_RATE` | — | active_view_viewability | METRIC_ACTIVE_VIEW_PCT_VIEWABLE_IMPRESSIONS | — | — | | `BILLABLE_IMPRESSIONS` | — | — | METRIC_BILLABLE_IMPRESSIONS | — | — | | `ELIGIBLE_IMPRESSIONS` | — | — | METRIC_ACTIVE_VIEW_ELIGIBLE_IMPRESSIONS | — | — | | `ACTIVE_VIEW_AVG_TIME` | — | — | METRIC_ACTIVE_VIEW_AVERAGE_VIEWABLE_TIME | — | — | | `ABSOLUTE_TOP_IMPRESSION_SHARE` | — | absolute_top_impression_percentage | — | — | — | | `TOP_IMPRESSION_SHARE` | — | top_impression_percentage | — | — | — | ## Cost and financial breakdowns DV360 is the only integration that decomposes cost into its component fees — media cost, data fees, platform fees — and reports advertiser-level revenue and profit. This reflects its role as a programmatic buying platform where margin transparency matters. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | ------------------ | -------- | ---------- | ---------------------------------- | -------- | ------------- | | `REVENUE` | — | — | METRIC_REVENUE_ADVERTISER | — | — | | `MEDIA_COST` | — | — | METRIC_MEDIA_COST_ADVERTISER | — | — | | `TOTAL_MEDIA_COST` | — | — | METRIC_TOTAL_MEDIA_COST_ADVERTISER | — | — | | `DATA_FEES` | — | — | METRIC_DATA_COST_ADVERTISER | — | — | | `PLATFORM_FEES` | — | — | METRIC_PLATFORM_FEE_ADVERTISER | — | — | | `PROFIT` | — | — | METRIC_PROFIT_ADVERTISER | — | — | ## Viral / organic amplification (LinkedIn) LinkedIn's "viral" metrics measure the organic spread of sponsored content — engagement that happens when someone's network sees an ad because a connection interacted with it. This entire 19-metric family is exclusive to LinkedIn and mirrors its standard metrics (impressions, clicks, conversions, video quartiles, leads) but for organically-amplified reach. No other integration models this concept. | Unified Metric | Meta Ads | Google Ads | Google DV360 | LinkedIn | Microsoft Ads | | -------------------------------- | -------- | ---------- | ------------ | ---------------------------------------- | ------------- | | `VIRAL_IMPRESSIONS` | — | — | — | viralImpressions | — | | `VIRAL_CLICKS` | — | — | — | viralClicks | — | | `VIRAL_LIKES` | — | — | — | viralLikes | — | | `VIRAL_COMMENTS` | — | — | — | viralComments | — | | `VIRAL_SHARES` | — | — | — | viralShares | — | | `VIRAL_FOLLOWS` | — | — | — | viralFollows | — | | `VIRAL_VIDEO_PLAYS` | — | — | — | viralVideoStarts | — | | `VIRAL_VIDEO_VIEWS` | — | — | — | viralVideoViews | — | | `VIRAL_VIDEO_COMPLETIONS` | — | — | — | viralVideoCompletions | — | | `VIRAL_VIDEO_QUARTILE_25` | — | — | — | viralVideoFirstQuartileCompletions | — | | `VIRAL_VIDEO_QUARTILE_50` | — | — | — | viralVideoMidpointCompletions | — | | `VIRAL_VIDEO_QUARTILE_75` | — | — | — | viralVideoThirdQuartileCompletions | — | | `VIRAL_LEADS` | — | — | — | viralOneClickLeads | — | | `VIRAL_LEAD_FORM_OPENS` | — | — | — | viralOneClickLeadFormOpens | — | | `VIRAL_LANDING_PAGE_CLICKS` | — | — | — | viralLandingPageClicks | — | | `VIRAL_CONVERSIONS` | — | — | — | viralExternalWebsiteConversions | — | | `VIRAL_POST_CLICK_CONVERSIONS` | — | — | — | viralExternalWebsitePostClickConversions | — | | `VIRAL_VIEW_THROUGH_CONVERSIONS` | — | — | — | viralExternalWebsitePostViewConversions | — | | `VIRAL_ENGAGEMENTS` | — | — | — | viralTotalEngagements | — | ## Integration-by-integration takeaways **LinkedIn** is the deepest integration by a wide margin. Beyond solid core coverage, it owns two large metric families that exist nowhere else: native lead-form metrics and the complete "viral" organic-amplification set. If a report needs B2B lead data or organic-reach attribution, LinkedIn is the only source. **Google DV360** is the choice for media-buying transparency. It uniquely breaks cost into media, data, and platform fees and reports profit, and it offers the richest video-interaction signals (pauses, mutes, skips, companion banners) alongside full Active View viewability. **Google Ads** provides broad, dependable core coverage plus search-native metrics — impression share, cross-device conversions, and "all conversions" rollups. Watch for its two quirks: micro-unit cost fields that need dividing by a million, and quartile metrics expressed as rates rather than counts. **Meta Ads** concentrates on core performance and granular video-watch behavior. Its conversion and value figures come from nested action breakdowns rather than flat fields, so the `purchase` action type must be extracted explicitly. **Microsoft Ads** is the leanest integration, covering the universal core plus video views, view-through conversions, and "all conversions" totals — sufficient for standard performance reporting but without engagement, viewability, or social depth. ## Working with the response - **Build cross-connection reports on the universal eight.** `CLICKS`, `IMPRESSIONS`, `CONVERSIONS`, `COST`, `CTR`, `CPC`, `CONVERSION_VALUE`, and `CPA` are the only metrics guaranteed to appear in the `metrics` array for every supported integration. - **Check for presence, don't assume it.** With 60 of 92 metrics returned by only one integration, code that reads the `metrics` array should handle a metric being absent rather than expecting a fixed set. - **Read currency from the report, not the metric.** All monetary metrics are normalized into the report's `currency` field; Google Ads micro-units (`/1e6`) and per-platform conventions are already resolved for you. - **Some metrics are computed.** Ratios like `ROAS`, and several of LinkedIn's rates, are derived by Unified.to rather than supplied by the platform — they arrive in the `metrics` array all the same. - **Drop to** **`raw`** **when you need the original.** Anything platform-specific that the normalized model doesn't capture remains available on the report's `raw` field.