Available metrics for rule conditions

Last updated: May 19, 2026

Available metrics for rule conditions

Rules support 20 platform metrics + 11 derived metrics + (cross-platform behind flag) 7 cross-platform metrics. The list is platform-aware via GET /api/v1/rules/available-kpis (verified). Some metrics (postback-based) are fetched separately and lag 24-72h due to Meta API delays.

Who is this for

Anyone building rules and asking "what can I write in the condition?". Reference page for the rule builder.

How to view in the app

In the builder (Step 5 conditions), the metric dropdown is filtered to whichever platforms your scope targets. Hover for description + unit + example.

Platform metrics (20)

Standard metrics fetched from each platform's insights API.

Reach + impressions

Metric

Unit

Notes

impressions

count

Total ad views

reach

unique users

De-duplicated user count

frequency

impressions ÷ reach

Avg views per user

Engagement

Metric

Unit

Notes

clicks

count

All clicks

ctr

%

clicks ÷ impressions

video_views

count

Per-platform video view definitions

profile_visits

count

Where supported

likes

count

Where supported

Cost

Metric

Unit

Notes

spend

currency

Total ad spend

cpc

currency

spend ÷ clicks

cpm

currency

spend ÷ (impressions / 1000)

bid_amount

currency

Current bid

daily_budget

currency

Set daily budget

lifetime_budget

currency

Set lifetime budget

Conversions (postback / pixel)

Metric

Unit

Notes

purchases

count

Postback-fed; lag 24-72h

purchase_value

currency

Postback-fed

leads

count

Lead-form / postback

complete_registration

count

Postback

add_to_cart

count

Pixel / postback

conversions

count

All conversion events

Derived metrics (11)

Computed from platform metrics — no extra API call.

Metric

Formula

Notes

roas

purchase_value ÷ spend

Return on ad spend

cpa

spend ÷ purchases

Cost per acquisition

cpl

spend ÷ leads

Cost per lead

cpr

spend ÷ complete_registration

Cost per registration

profit

purchase_value × margin − spend

Margin from workspace settings

profit_margin

profit ÷ purchase_value

As %

budget_spent_pct

spend ÷ daily_budget

Pacing

cost_per_atc

spend ÷ add_to_cart

Add-to-cart cost

conv_rate

conversions ÷ clicks

Conversion rate

aov

purchase_value ÷ purchases

Avg order value

engagement_rate

(likes + comments + shares) ÷ reach

Per-platform variable

Cross-platform metrics (7)

Behind the ENABLE_CROSS_PLATFORM_RULES feature flag. For rules that span Meta + Google + TikTok + LinkedIn + Taboola in a single condition.

Metric

Notes

spend, spend_pct

Cross-platform spend, total or share

impressions, clicks

Aggregated

ctr, cpc, cpm

Re-derived from cross-platform totals

purchases, purchase_value

Cross-platform conversions

roas, cpa

Cross-platform performance

See rul-117 extensions.

Per-platform availability

Not every metric is available on every platform — the dropdown filters automatically.

Platform

Notes

Meta

All metrics including derived + postback (richest)

Google Ads

Standard ads metrics + conversions; some Meta-specific (frequency, reach formulas) differ

TikTok

Standard metrics; video metrics rich

Taboola / Snapchat

Subset of standard

LinkedIn

Subset; no relaunch action

Postback vs Meta-native metrics

Some conversion metrics are tracked two ways:

  • Meta-native (Meta purchases) — fast, immediate, but blocked by iOS 14.5+ ATT

  • Postback (Wevion purchases via your commerce / tracker integration) — full data, but lag 24-72h

If a rule uses postback metrics: use longer time ranges (last_7d, not today) to let data settle. Otherwise rule will fire on incomplete data + cause whiplash decisions. See am-121 attribution.

Endpoint

GET /api/v1/rules/available-kpis (verified apps/backend/src/routes/api/rules.route.ts).

Query params:

  • platforms[] — limits result to platforms in scope

  • entity_level — campaign / adset / ad (some metrics differ per level)

Returns metric definitions: name, unit, description, available actions (e.g. budget metrics support increase_budget_pct).

Common mistakes

  • Using postback metric with short time_range: data is incomplete; rule fires wrong. Use last_7d minimum for postback metrics.

  • Using frequency on platforms that don't compute it identically: cross-platform comparison breaks.

  • Targeting daily_budget as a condition (instead of action target): works, but rarely useful — daily_budget is what YOU set, not what entity earned.

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