Metrics
Metrics reference
All 45 metrics a rule condition can use, their category, and whether each one accepts a lookback period. This page of the AdOps documentation sits in the Metrics section, last updated 20 August 2026. AdOps runs rules — conditions plus actions — against your Meta Ads campaigns on the schedule you set.
Key facts
- Metrics available in a condition
- 45
- Categories
- 6 conversion 16, cost_efficiency 15, engagement 7, time_based 3, core_performance 2, custom 2
- Metrics that accept a lookback period
- 39 of 45
- Metrics accepting all six operators
- 43 of 45 Time greater than takes only GREATER_THAN, Time less than only LESS_THAN
- Extra metric source
- custom metrics from Google Sheets listed on their own tab in the metric picker
AdOps offers 45 metrics inside a rule condition, grouped into 6 categories: 16 conversion, 15 cost_efficiency, 7 engagement, 3 time_based, 2 core_performance and 2 custom. Thirty-nine of the 45 accept a lookback period; the remaining six are point-in-time readings taken at the moment the rule is evaluated.
The full catalogue
| Metric | Category | Lookback period |
|---|---|---|
| Daily Budget | core_performance | No |
| Spend | core_performance | Yes |
| Add of payment info value | conversion | Yes |
| Adds of payment info | conversion | Yes |
| Adds to cart | conversion | Yes |
| Adds to cart value | conversion | Yes |
| Checkout initiated | conversion | Yes |
| Checkout initiated value | conversion | Yes |
| Leads | conversion | Yes |
| Leads value | conversion | Yes |
| Purchase Value | conversion | Yes |
| Purchases | conversion | Yes |
| Registration completed | conversion | Yes |
| Registration completed value | conversion | Yes |
| Subscription | conversion | Yes |
| Subscription value | conversion | Yes |
| Website purchase value | conversion | Yes |
| Website Purchases | conversion | Yes |
| Cost per add payment info | cost_efficiency | Yes |
| Cost per add to cart | cost_efficiency | Yes |
| Cost per checkout initiated | cost_efficiency | Yes |
| Cost per content view | cost_efficiency | Yes |
| Cost per landing page view | cost_efficiency | Yes |
| Cost per lead | cost_efficiency | Yes |
| Cost per Purchase | cost_efficiency | Yes |
| Cost per registration completed | cost_efficiency | Yes |
| Cost per subscribe | cost_efficiency | Yes |
| Cost per Website Purchase | cost_efficiency | Yes |
| CPC | cost_efficiency | Yes |
| CPC (link) | cost_efficiency | Yes |
| CPM | cost_efficiency | Yes |
| Purchase ROAS | cost_efficiency | Yes |
| Website Purchases ROAS | cost_efficiency | Yes |
| Clicks | engagement | Yes |
| Content views | engagement | Yes |
| CTR | engagement | Yes |
| CTR (link clicks) | engagement | Yes |
| Impressions | engagement | Yes |
| Landing page views | engagement | Yes |
| Link clicks | engagement | Yes |
| Hours since creation | time_based | No |
| Time greater than | time_based | No |
| Time less than | time_based | No |
| Lifetime budget | custom | No |
| Remaining budget | custom | No |
How to read the categories
core_performance holds the two figures every rule eventually touches: Spend and Daily Budget. Almost every safe rule includes a Spend condition, because it is what keeps a rule off campaigns with no data.
conversion counts events and their values — purchases, leads, add-to-cart, checkout, registration, subscription, and the payment-info step — each in both a count form and a value form.
cost_efficiency holds the per-result costs and the two ROAS figures. If you optimise on cost per result in Ads Manager, this is the section you will live in.
engagement holds the upper-funnel counts and rates: impressions, clicks, link clicks, CTR, CTR (link clicks), landing page views and content views.
time_based and custom are the six metrics without a period. Hours since creation is the campaign’s age in whole hours, rounded up. Time greater than and Time less than compare the current hour and also accept a day-of-week selection. Lifetime budget and Remaining budget are read straight off the campaign object, and AdOps only issues that extra read when a rule actually asks for one of them.
Choosing a metric
Three habits keep rules honest.
Pair every ratio with a volume floor. Purchase ROAS on a campaign with two conversions is noise; Purchase ROAS < 1.5 AND Spend > 200000 is a decision.
Match the period to the decision. A pause rule reading Today will act on a slow morning. Reading Last 7 days smooths that out but reacts a day late to a genuine collapse.
Prefer the metric your team already reports on. Purchases and Website Purchases are different Meta breakdowns, and the number in your rule should be the number in the conversation.
Beyond the 45
Anywhere a metric is chosen — a condition, a compared metric, a budget value or a name shortcode — the picker also offers a Custom metrics tab holding metrics you define yourself from a Google Sheet. See Custom metrics from Google Sheets.
Sample data Questions about this page
Why does the metric picker have two tabs?
The Meta Ads tab lists the 45 built-in metrics in this reference. The Custom metrics tab lists the metrics you define yourself from a Google Sheet, and both are available anywhere a metric is chosen.
Which metrics have no lookback period?
Six. Daily Budget, Lifetime budget, Remaining budget, Hours since creation, Time greater than and Time less than are all read at the moment of evaluation, so there is no period picker on those conditions.
What is the difference between Purchases and Website Purchases?
They are different Meta conversion breakdowns. Purchases and Purchase ROAS read the omni purchase action, while Website Purchases and Website Purchases ROAS read the pixel purchase action. Match whichever one your reporting in Ads Manager already uses.
Do these numbers match Ads Manager?
The main rule-evaluation read is issued with use_unified_attribution_setting=true, so the figures follow the attribution window configured on the ad set rather than a separate model.
