The definitions for any Client Center report can be found by hovering over the “i” icon where available or by hovering over the name of the metric in any report data table.

Below is a full list of the definitions.

Shows the reach of your ad by age and gender.

The number of times people clicked the call-to-action button on your ad.

The number of phone calls to your business from potential customers generated by your marketing campaign.

The number of check-ins to your Facebook Page that are attributed to your ads. If your Page has a physical address associated with it, people can check in to your Page when they update their status in their Facebook News Feed or Timeline.

The number of times a viewer of your ad clicked or tapped on your ad.

The percentage of clicks on an ad, determined by the number of clicks divided by the total number of impressions.

A virtual geofence that tracks online advertising to offline conversions. For example, how many people saw your ad and then entered your store (conversion zone).

The average cost for each click in your pay-per-click (PPC) marketing campaign.

The cost of 1,000 impressions of a banner ad.

The number of emails to your business from a potential customer generated by your marketing campaign.

A virtual geographic boundary that enables software to trigger a response when a mobile device enters or leaves a particular area.

The number of times your ad is served to a viewer (potential customer).

Words or phrases describing your product or service that caused your ad to appear.

The number of phone calls, emails or web events generated by your marketing campaign.

The number of form responses submitted after people clicked on Facebook lead ads.

The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.

Campaign publisher platform.

The number of likes of your Facebook Page attributed to your ads.

The number of comments on your ads.

The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.

The number of reactions on your ads. The reactions button on an ad allows people to share different reactions to its content: Like, Love, Haha, Wow, Sad or Angry.

The number of shares of your ads. People can share your ads or posts on their own or friends' Timelines, in groups and on their own Pages.

The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. Reach gives you a measure of how many people were exposed to your message during an ad campaign. People may not always click on your ads, but they may be more likely to engage with your business when they see your message.

Shows the reach of your ad by age and gender. Higher percentages are shown with darker colors.

Mobile includes iOS and Android phones and tablet devices. Other includes Windows Phones, Kindle, Amazon Fire Devices, Nokia devices, feature phones, etc.

The number of clicks when your ad was displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or ad.

The number of times your ads were viewed when displayed with social information, which shows Facebook friends who engaged with your Facebook Page or ad.

The number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or ad.

The spend is the amount spent so far (in the date range or cycle you’ve selected) for your campaign(s).

The number of times someone swiped your ad in Snapchat

Information on a campaigns targeting

Unified View Through: people that saw an ad, didn't click on it, but ended up on the website anyway.

The average percentage of your video that people watched. The metric is calculated as the percentage of your video watched, averaged across all watches of your video.

The number of times your video was watched at 100% of its length, including watches that skipped to this point.

The view through rate is the number of times your video has been viewed, divided by the number of impressions you served.

A view is the number of times that people watched or engaged with your ad.

The number of users that walked into a target geofence that were served a viewable ad and then walked into a conversion fence.

A specific action taken by a website visitor who visits your website after clicking on your ad. The web event tracking is customized for each campaign and can include actions such as form submissions and/or visits to specific pages of your website.

When an ad includes an offsite link, website clicks count the number of times that link has been clicked by a user on Facebook within 1 day of someone viewing the ad or 28 days after clicking on the ad.

A website view-through visit is any organic website visit that occurred after a user was served a Display ad (or series of ads) but never clicked.

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