Standard reporting

Standard reports aggregate data by day, reporting level and optional segment. Each reporting level includes the dimensions from the levels above it. All reporting levels use the same standard metrics.

Reporting levels

Campaign report
Ad group report
Promoted post report + Media creative (Display creative) report

Segments

If you select a segment when you connect a data source, you can use that segment as a dimension in Data Explorer.

Platform
Location / Country
Location / Metro
Location / Region
Location / Postal Code
Audience
Keyword
Similar to followers of user
Age
Gender

Campaign dimensions

Ad account ID:
The unique identifier for an X Ads ad account.
Ad account name:
The name of an X Ads ad account.
Ad account timezone:
The timezone set on an X Ads account.
Campaign:
The name of a campaign.
Campaign ID:
The unique identifier of the campaign from the X Ads API. Funnel shows this ID in base 36.
Campaign status:
The configured status of the campaign. Funnel shows the last known value. This value can be different from the live value.
Campaign effective status:
The delivery status of the campaign. Funnel shows the last known value. This value can be different from the live value.
Funding source ID:
The unique identifier of the funding source for a campaign, ad group or ad.
Funding source name:
The name of the funding source for a campaign, ad group or ad.
Placement:
The location where the ad is shown. This can be on X or on the X Audience Platform.

Ad group dimensions

All campaign dimensions, plus:

Ad group:
The name of an ad group.
Ad group ID:
The unique identifier of the ad group from the X Ads API. Funnel shows this ID in base 36.
Ad group start date:
The start date of the ad group.
Ad group end date:
The end date of the ad group. Funnel shows the last known value. This value can be different from the live value.
Ad group status:
The configured status of the ad group. Funnel shows the last known value. This value can be different from the live value.
Advertiser domain:
The website domain of the advertiser for the ad group.
Bid type:
The method used to set an ad bid: max, target or automatic.
Goal:
The marketing outcome that the ad group is optimized for.
Objective:
The marketing result for the ad group. This value comes from the campaign.
Pay by:
The unit that Funnel uses to charge an App installs ad group. This field applies only when the campaign objective is App installs.
Primary web event tag:
The unique identifier of the primary web tag for the ad group. This value comes from the campaign.
Product type:
The type of promoted product for the ad group.

Promoted post dimensions

All campaign and ad group dimensions, plus:

Ad name:
Funnel derives Ad name. The X Ads API does not have this field. If Ads Manager has a Post name, Funnel uses that name. If Post name is empty, Funnel uses Card name. If both names are empty on a boosted original, Funnel uses Promoted post {Post ID}. This matches Ads Manager. Unnamed native retweets use a different value. See the note below.
Post created at:
The creation time of the post in UTC.
Post created at (ISO):
The creation time of the post in UTC, in ISO-8601 format.
Card ID:
The unique identifier of the post card. Funnel derives this ID from the card URI.
Card media key:
The platform media key for the media in a single post card.
Card media keys (carousel):
The media keys for all media in a carousel post card. The values are comma-separated.
Card media type:
The media type of a single post card: IMAGE, VIDEO or GIF.
Card media types (carousel):
The media types for all media in a carousel post card: IMAGE, VIDEO or GIF. The values are comma-separated.
Card media URL:
The URL of the thumbnail for the media in the post card.
Card media URLs (carousel):
The thumbnail URLs for all media in a carousel post card. The values are comma-separated.
Card name:
The name of a post card.
Card type:
The media type of a post card.
Card website URL:
The website URL that a post card links to.
Post ID:
The unique identifier of a post.
Promoted post ID:
The unique identifier of the promoted post. Funnel stores this ID in base 36. X Ads Manager shows the same ID in base 10.
Promoted post approval status:
The approval status of the promoted post. Funnel shows the last known value. This value can be different from the live value.
Promoted post status:
The configured status of the promoted post. Funnel shows the last known value. This value can be different from the live value.
Post name:
The name of a post.
Post text:
The text of a post.
User ID:
The unique identifier of the user who created the post.
Post media IDs:
The platform media IDs for native media on the post. The values are comma-separated.
Post media type:
The type of native media on the post. This field is filled only when the post has native media.
Post media types:
The types of native media on the post: photo, video or animated_gif. The values are comma-separated.
Post media URLs:
The URLs of native media on the post. The values are comma-separated.

Note: Promoted reposts (RTs)
Named native retweets still use Post name or Card name. Funnel treats a post as a native retweet when Post text starts with RT @. When both names are empty, Ads Manager uses the original post ID (Promoted post {original id}). Funnel only receives the retweet's Post ID. Funnel labels these unnamed retweets Promoted post RT {Post ID}. This label is not the Ads Manager ID. Metrics are complete. The string does not match an Ads Manager export on Ad name. Also break the data on Promoted post ID.

Media creative dimensions

All campaign and ad group dimensions, plus:

Account media ID:
The unique identifier of the account media used to create the display creative.
Display creative ID:
The unique identifier of the display creative.
Display creative type:
The type of the display creative.
Display creative status:
The configured status of the display creative. Funnel shows the last known value. This value can be different from the live value.
Display creative approval status:
The approval status of the display creative. Funnel shows the last known value. This value can be different from the live value.
Landing URL:
The URL template for the landing page of the display creative.
Media key:
The unique identifier of a piece of media.
Media URL:
The URL of the media used in the ad.
VAST URL:
The URL of the media used in a video ad.

Engagement & post-engagement metrics

App Clicks:
The number of clicks to install or open an app.
Billed results:
The number of billed actions, views or impressions.
Card engagements:
The total number of card engagements.
Clicks:
The total number of clicks on links, hashtags, cards and other post details in an ad. This total also includes likes and profile clicks.
Engagements:
The total number of interactions with a post. This total includes reposts, replies, likes, poll votes and hashtag clicks.
Follows:
The total number of followers from a post, including earned follows. For followers campaigns, this number also includes follows from other locations, such as Who to follow.
Impressions:
The total number of times an ad is shown to users, including earned impressions.
Likes:
The number of people who liked an ad by clicking the heart button.
Link clicks:
The total number of clicks on a link or website card in an ad, including earned clicks.
Media engagements:
The total number of clicks on media. This includes videos, GIFs and images.
Media views:
The total number of autoplay and click views of your media across videos, GIFs and images.
Posts posted:
The total number of posts. This includes quote posts and posts created with conversational cards.
Qualified impressions:
The number of qualified impressions.
Replies:
The number of people who replied to a post.
Reposts:
The number of people who reposted an ad.
Spend:
The total amount spent.
Swipes:
The number of swipes on carousel images or videos.
Unfollows:
The total number of unfollows from a post.
Video 3s 100pct views*:
The number of video views where at least 3 seconds played while 100% in view.
Video 6s views*:
The number of video views where at least 6 seconds played.
Video Content Starts*:
The number of users who started a video. This count does not depend on how much of the player is in view.
Video CTA Clicks*:
The number of clicks on the call to action in a video player.
Video played 100%*:
The number of users who watched 100% of a video. This count does not depend on how much of the player is in view.
Video played 75%*:
The number of users who watched 75% of a video. This count does not depend on how much of the player is in view.
Video played 50%*:
The number of users who watched 50% of a video. This count does not depend on how much of the player is in view.
Video played 25%*:
The number of users who watched 25% of a video. This count does not depend on how much of the player is in view.
Video views*:
The number of times a video is watched in 50% view for 2 seconds or more. This also counts when a user clicks to expand or unmute a video.
Votes:
The number of X poll votes.

*For Pre-roll objective campaigns, these video fields show Pre-roll view values. The X Ads API does not return non-pre-roll values for these campaigns.

Mobile conversion metrics

Funnel includes mobile conversion metrics for these event types only:

Achievements unlocked
App installs
App leads
App purchases
Cart additions
Checkouts initiated
Content views
Level achieved
Payment info additions
Searches
Tutorials completed
Updates
Order quantity(with variants):
These metrics show the number of orders for each event type. Variants: Event type.
Sales amount(with variants):
These metrics show the sales amount for each event type. Variants: Event type.

Mobile conversion metrics > Events

Event type - Assisted:
The number of times an ad contributed to an event type, but was not the last engagement or view.
Event type - Post-engagement:
The number of times an event type was completed in a post-engagement attribution window.
Event type - Post-view:
The number of times an event type was completed in a post-view attribution window.

Web conversion metrics

The X Ads reporting API has limits. Funnel includes web conversion metrics for these event types only:

Custom events
Downloads
Site visits
Website purchases
Website leads
CR - Custom events:
The custom event click rate. Funnel calculates this as Custom events divided by Clicks.
CR - Downloads:
The download click rate. Funnel calculates this as Downloads divided by Clicks.
CR - Website leads:
The website lead click rate. Funnel calculates this as Website leads divided by Clicks.
Cost per custom conversion:
Cost divided by Custom conversions.
Cost per download:
Cost divided by Downloads.
Cost per purchase:
Cost divided by Purchases.
Order quantity(with variants):
These metrics show the number of orders for each event type. Some variants use an engagement window. Some variants use a view window. Variants: Event type, Event type - Engagement and Event type - View.
Sales amount(with variants):
These metrics show the sales amount for each event type. Some variants use an engagement window. Some variants use a view window. Variants: Event type, Event type - Engagement and Event type - View.

Web conversion metrics > Events

Event type:
The number of times an event type was completed.
Event type - Post-engagement:
The number of times an event type was completed in a post-engagement attribution window.
Event type - Post-view:
The number of times an event type was completed in a post-view attribution window.

Web custom conversion metrics

The X Ads reporting API has limits. Funnel includes web custom conversion metrics for these event types only:

Custom events
Downloads
Site visits
Website purchases
Website leads
Order quantity(with variants):
These metrics show the number of orders for each custom event tag. Some variants use an engagement window. Some variants use a view window. Variants: Custom event tag, Custom event tag - Engagement and Custom event tag - View.
Sales amount(with variants):
These metrics show the sales amount for each custom event tag. Some variants use an engagement window. Some variants use a view window. Variants: Custom event tag, Custom event tag - Engagement and Custom event tag - View.

Web custom conversion metrics > Events

Custom event tag:
The number of events tagged Custom event tag in any attribution window.
Custom event tag - Post-engagement:
The number of events tagged Custom event tag in a post-engagement attribution window.
Custom event tag - Post-view:
The number of events tagged Custom event tag in a post-view attribution window.

Reach & Frequency reporting

Reach and frequency reports use the campaign reporting level and a time window. The time window sets how many days of data Funnel includes for each date. For example, if you choose 7 days, the date 2020-11-07 includes data from 2020-11-01 through 2020-11-07.

Time windows

1 Day
7 Days
30 Days
Month to Date

Reach & Frequency dimensions

Reach and frequency reports include Campaign dimensions only.

Campaign:
The name of a campaign.
Campaign ID:
The unique identifier of a campaign.

Reach & Frequency metrics

Reach:
The approximate reach according to X.
Average Frequency:
The average frequency according to X.

Change history

Ad name fallback for unnamed promoted posts

From 11 Sep 2026, Funnel fills Ad name on Promoted post reports when Post name and Card name are empty:

Boosted originals: Promoted post {Post ID}. This matches Ads Manager.
Native retweets: Promoted post RT {Post ID}. Funnel uses its Post ID, not the original post ID in Ads Manager.

Existing Promoted post data sources get this value at report time. You do not need to reconnect.

How to create a custom dimension for Post URL

X Ads: Dimensions and metrics