Uber Developers

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

¶ E5 Currency Format

All monetary values are returned in E5 format:

E5 Format: Amount × 100,000
Example: "ad_spend": "5000000" = $50.00 USD
Conversion: Divide by 100,000 to get actual dollar amount

¶ Attribution Windows

7-day attribution: Conversions tracked for 7 days after ad interaction
Click vs. Impression: Click-based attribution is typically more direct than view-based
Date variations: Metrics may be reported by click date, impression date, or order date

¶ Rounded Values

Some metrics include “rounded” in the name to indicate privacy-preserving rounding has been applied to protect user data while maintaining statistical accuracy.

¶ Metric Availability by Report Type

Report Type	Key Metric Categories
`ad_performance`	All basic performance, conversion, and customer tenure metrics
`ad_performance_by_location`	All basic performance and conversion metrics
`ad_performance_by_keyword`	Basic performance and conversion metrics (no tenure metrics)
`ad_keyword_identification`	Search insights metrics only
`ad_performance_by_tenure`	All metrics with focus on customer segmentation

For specific metric availability by report type, see the Report Types documentation.