Data reference · TikTok Ads
Every TikTok Ads metric and dimension you can ask for.
Upbuild queries TikTok's Marketing API reporting directly, auction campaigns first. These are the real metric and dimension names the tiktok report tool submits, so what your assistant asks for is what TikTok Ads Manager would export.
Source: TikTok Marketing API, integrated reports · Updated August 2026
Delivery
8 fieldsCore spend and delivery.
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| Field | Type | What it is |
|---|---|---|
spend | Metric | Amount spent in the advertiser currency. “spend by campaign last 30 days” |
impressions | Metric | Times ads were shown. |
clicks | Metric | Clicks on ads. |
ctr | Metric | Clicks divided by impressions. |
cpc | Metric | Average cost per click. |
cpm | Metric | Average cost per thousand impressions. |
reach | Metric | Unique users reached. |
frequency | Metric | Average impressions per person. |
Results and conversions
8 fieldsResult follows each ad group's optimization goal; conversion follows your pixel and events.
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| Field | Type | What it is |
|---|---|---|
result | Metric | Count of the optimization goal outcome. “results and cost per result by ad group” |
cost_per_result | Metric | Spend divided by results. |
conversion | Metric | Conversions attributed to ads. “conversions by campaign last week” |
cost_per_conversion | Metric | Spend divided by conversions. |
conversion_rate | Metric | Conversions divided by clicks. |
real_time_conversion | Metric | Conversions on the realtime counting model. |
complete_payment | Metric | Purchase events completed. |
total_complete_payment_rate | Metric | Purchase value returned per unit spend. “purchase ROAS by campaign” |
Video
9 fieldsWatch behavior on the format that is the platform.
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| Field | Type | What it is |
|---|---|---|
video_play_actions | Metric | Video starts. |
video_watched_2s | Metric | Plays reaching 2 seconds. |
video_watched_6s | Metric | Plays reaching 6 seconds. |
average_video_play | Metric | Average watch time per play. |
average_video_play_per_user | Metric | Average watch time per user. |
video_views_p25 | Metric | Plays reaching 25 percent. |
video_views_p50 | Metric | Plays reaching 50 percent. |
video_views_p75 | Metric | Plays reaching 75 percent. |
video_views_p100 | Metric | Plays to the end. “completion rate by ad” |
Engagement
6 fieldsThe social layer around the ads.
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| Field | Type | What it is |
|---|---|---|
engaged_view | Metric | 6-second or completed views, engaged standard. |
profile_visits | Metric | Visits to the advertiser profile. |
likes | Metric | Paid likes. |
comments | Metric | Paid comments. |
shares | Metric | Paid shares. |
follows | Metric | New follows from ads. “engagement by campaign this month” |
Entities
8 fieldsThe structural dimensions rows group by.
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| Field | Type | What it is |
|---|---|---|
advertiser_id | Dimension | The ad account. |
campaign_id | Dimension | Campaign ID. |
campaign_name | Dimension | Campaign name. “spend by campaign_name” |
adgroup_id | Dimension | Ad group ID. |
adgroup_name | Dimension | Ad group name. |
ad_id | Dimension | Ad ID. |
ad_name | Dimension | Ad name. |
objective_type | Dimension | Campaign objective. |
Time and audience breakdowns
8 fieldsSlice any metric by when and who.
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| Field | Type | What it is |
|---|---|---|
stat_time_day | Dimension | One row per day. “daily spend last 14 days” |
stat_time_hour | Dimension | One row per hour. |
country_code | Breakdown | Country of delivery. “spend by country” |
age | Breakdown | Age bands. |
gender | Breakdown | MALE, FEMALE, NONE. “results by age and gender” |
platform | Breakdown | iOS or Android. |
placement_type | Breakdown | TikTok, Pangle and the network placements. |
ac | Breakdown | Connection type: wifi or mobile network. |
Good to know
TikTok Ads questions.
What is the difference between result and conversion?
result counts whatever each ad group optimizes for: a click campaign's results are clicks. conversion always means your pixel and event conversions. Comparing campaigns on results mixes units; the assistant will warn you.
Which attribution window applies?
The one set in Events Manager per event, click-through and view-through. Reports follow it; there is no per-query override, so window changes show as level shifts.
How fresh are the numbers?
Standard metrics settle within a few hours; real_time_conversion exists for the impatient but the settled conversion metric is what to reconcile against.
Are Pangle and other placements included?
Yes: placement_type splits TikTok itself from the network, useful because performance profiles differ a lot.
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