Metrics Glossary
This comprehensive glossary defines all available metrics in the Uber Ads reporting system. Metrics are organized by category for easier navigation.
¶ Impressions & Clicks
| Metric | Description |
|---|---|
impressions |
Total number of times your ads were displayed |
clicks |
Total number of clicks on your ads |
click_through_rate |
Percentage of impressions that resulted in clicks (clicks ÷ impressions × 100) |
¶ Spend & Cost Metrics
| Metric | Description |
|---|---|
ad_spend |
Total amount spent on advertising (in E5 format) |
cost_per_click |
Average cost per click (ad_spend ÷ clicks) |
cost_per_order_7d_on_click_date |
Average cost per order from clicks within 7 days |
cost_per_exposed_order_7d_on_impression_date |
Average cost per order from impressions within 7 days |
cost_per_order_7d_on_order_date |
Average cost per order by order date within 7 days |
cost_per_exposed_order_7d_on_order_date |
Average cost per exposed order by order date within 7 days |
¶ Orders (7-day Attribution)
| Metric | Description |
|---|---|
orders_7d_on_click_date |
Orders attributed to clicks within 7 days (by click date) |
orders_7d_on_order_date |
Orders attributed to clicks within 7 days (by order date) |
exposed_orders_7d_on_impression_date |
Orders attributed to impressions within 7 days (by impression date) |
exposed_orders_7d_on_order_date |
Orders attributed to impressions within 7 days (by order date) |
¶ Sales Revenue (7-day Attribution)
| Metric | Description |
|---|---|
sales_7d_on_click_date |
Sales revenue attributed to clicks within 7 days (by click date) |
sales_7d_on_order_date |
Sales revenue attributed to clicks within 7 days (by order date) |
exposed_sales_7d_on_impression_date |
Sales revenue attributed to impressions within 7 days (by impression date) |
exposed_sales_7d_on_order_date |
Sales revenue attributed to impressions within 7 days (by order date) |
¶ Return on Ad Spend (ROAS)
| Metric | Description |
|---|---|
roas_7d_on_click_date |
Return on ad spend from clicks within 7 days (sales ÷ ad_spend) |
roas_7d_on_order_date |
Return on ad spend by order date within 7 days |
exposed_roas_7d_on_impression_date |
Return on ad spend from impressions within 7 days |
exposed_roas_7d_on_order_date |
Return on ad spend from exposed orders by order date |
¶ Conversion Rates
| Metric | Description |
|---|---|
click_to_order_rate_7d_on_click_date |
Percentage of clicks that resulted in orders within 7 days (by click date) |
click_to_order_rate_7d_on_order_date |
Percentage of clicks that resulted in orders within 7 days (by order date) |
exposed_click_to_order_rate_7d_on_impression_date |
Percentage of impressions that resulted in orders within 7 days |
exposed_click_to_order_rate_7d_on_order_date |
Percentage of exposed impressions that resulted in orders within 7 days |
¶ Average Order Value
| Metric | Description |
|---|---|
avg_order_value_7d_on_click_date |
Average order value from clicks within 7 days (by click date) |
avg_order_value_7d_on_order_date |
Average order value from clicks within 7 days (by order date) |
exposed_avg_order_value_7d_on_impression_date |
Average order value from impressions within 7 days |
exposed_avg_order_value_7d_on_order_date |
Average order value from exposed impressions within 7 days |
¶ Customer Segments
| Metric | Description |
|---|---|
new_to_brand_customers |
Number of customers making their first purchase from the brand |
42d_lapsed_to_brand_customers |
Number of customers who hadn’t purchased in 42+ days but returned |
42d_existing_to_brand_customers |
Number of customers who purchased within the last 42 days |
exposed_new_to_brand_customers |
New-to-brand customers from impressions |
exposed_42d_lapsed_to_brand_customers |
Lapsed customers from impressions |
exposed_42d_existing_to_brand_customers |
Existing customers from impressions |
¶ Audience Metrics (Tenure Reports)
| Metric | Description |
|---|---|
audience_clicked |
Number of unique users who clicked on ads |
audience_exposed |
Number of unique users who were exposed to ads |
customers_7d_on_click_date |
Number of customers who made purchases within 7 days of clicking |
exposed_customers_7d_on_impression_date |
Number of customers who made purchases within 7 days of impression |
¶ Search Insights
| Metric | Description |
|---|---|
total_location_count |
Total number of locations where the brand appears in search |
total_searches_where_brand_shows_up_rounded |
Total searches where your brand appeared (rounded for privacy) |
brand_appearances_in_top_2_slots_rounded |
Number of times brand appeared in top 2 search positions (rounded) |
brand_share_of_top_2_slots |
Percentage of top 2 slot appearances relative to total brand appearances |
¶ Category Share Metrics
| Metric | Description |
|---|---|
sales_category_share |
Brand or brand owner’s percentage share of total category sales |
orders_category_share |
Brand or brand owner’s percentage share of total category orders |
units_category_share |
Brand or brand owner’s percentage share of total category units sold |
¶ Product Sales Metrics
| Metric | Description |
|---|---|
units |
Total number of product units sold |
total_orders |
Total number of orders containing the product |
total_sales_usd |
Total sales revenue in USD |
total_sales_local |
Total sales revenue in local currency |