What are extended metrics?
Extended metrics are every advertising metric Flyweel imports beyond the ten-metric baseline that is shared across every platform. The baseline gives you cross-channel comparability. Extended metrics give you the platform-specific depth you need to optimise inside each channel.
| Catalog | Count |
|---|---|
| Google Ads extended metrics | 132 |
| Meta Ads extended metrics | 67 |
| TikTok Ads extended metrics | 23 |
| Total | 222 |
The baseline (ten metrics, identical across platforms): spend, impressions, clicks, CPC, CPM, CTR, reach, conversion, cost per conversion, conversion rate.
Why extended metrics matter
- Optimise inside each channel. Spend and CTR are the same everywhere. Video completion rate, ROAS variants, frequency, and lead value are how you actually move performance.
- Cross-channel comparison stays honest. The ten-metric baseline is unified across platforms, so headline comparisons line up before you drill into platform-specific depth.
- AI Agent Chat and MCP get full context. Every extended metric is available to the AI by default, so you can ask “compare Purchase ROAS across Meta and TikTok” without configuring anything.
- Historical backfill. Extended metrics are backfilled to the same depth as your baseline data, not just from the day you turn them on.
How extended metrics work
Synced automatically on every platform sync
Connect a platform in Settings → Connections and the full extended metric catalog for that platform is included in every sync. No per-metric toggles.
Available immediately to AI Agent Chat and MCP
AI Agent Chat and the Flyweel MCP server expose the full metric catalog by default. You can ask for any extended metric by name.
Opt-in as Ad Grid columns
Use the Ad Grid column picker to add extended metrics as sortable, filterable columns. Your column selection is saved per user.
Per-user preferences
Column choices are stored against your user account, so the metrics you care about follow you across sessions and devices.
Available metrics by platform
Google Ads extended metrics span search, display, video, shopping, and performance max surfaces. Coverage includes auction insights, conversion value modelling, segment breakdowns, video engagement, shopping product attributes, and Quality Score components. The full list is exposed inside the Flyweel app under the Ad Grid column picker for any connected Google Ads account.
Highlights
- Conversion value variants: total, per cost, by-conversion-action.
- Auction insights: impression share, top-of-page rate, absolute top, lost-to-rank, lost-to-budget.
- Video: views, view rate, watch quartiles, completion rate.
- Shopping: product item ID, brand, category, channel.
- Quality Score components: expected CTR, ad relevance, landing page experience.
Meta Ads extended metrics cover Facebook, Instagram, Messenger, and Audience Network. Coverage includes purchase value, ROAS variants, video performance per quartile, attribution windows, action breakdowns, and reach-based metrics across placements. The full list is exposed inside the Flyweel app under the Ad Grid column picker for any connected Meta Ads account.
Highlights
- Purchase value, total purchase value, website purchase ROAS, mobile app purchase ROAS.
- Video performance: 3-second views, 25/50/75/95/100% played, average video play time.
- Reach and frequency: unique reach, frequency, cost per 1,000 reached.
- Engagement: post engagement, page engagement, link clicks, outbound clicks.
- Attribution: action breakdowns by attribution window.
TikTok Ads extended metrics focus on video performance, engagement signals unique to the platform, and ecommerce outcomes. Every metric below is synced for every connected advertiser account.
| Category | Metrics |
|---|---|
| Video (9) | Video Plays, 2-Second Video Views, 6-Second Video Views, Video 25% Watched, Video 50% Watched, Video 75% Watched, Video Completed, Avg. Video Watch Time, Avg. Watch Time per User |
| Engagement (6) | Profile Visits, Follows, Likes, Comments, Shares, Music Clicks |
| Reach (1) | Frequency |
| Cost (1) | Cost per 1,000 Reached |
| Conversions (2) | Secondary Goal Results, Secondary Goal Rate |
| App (1) | Real-Time App Installs |
| E-commerce (3) | Total Purchase Value, Total Lead Value, Purchase ROAS |
Using extended metrics in the Ad Grid
Open the Ad Grid, click the column picker, and add any extended metric to the table. Columns are sortable, filterable, and saved per user. Mix baseline metrics and extended metrics freely. See the AdGrid Campaign Manager guide for the full grid workflow.
Using extended metrics with the AI Agent and MCP
Every extended metric is wired into AI Agent Chat and the Flyweel MCP server by default. Ask for them by name in plain English.
Examples:
- “Show me TikTok 6-second video view rate by week for the last 90 days.”
- “Compare cost per lead across Meta and TikTok for our top 10 campaigns by spend.”
- “Which Google search campaigns lost the most impression share to budget last month?”
- “Show frequency vs. CPM for every Meta ad set with more than $5k spend this quarter.”
A single AI Agent Chat or MCP query can request up to 30 metrics, 5 dimensions, and 500 rows, with up to 5 correlated queries per request.
Frequently asked questions
Are extended metrics synced automatically?
Yes. Every connected advertiser account syncs the full extended metric catalog automatically. There is nothing to enable per metric.
Do extended metrics slow down syncs?
No. Flyweel parallelises metric pulls within each platform’s rate limit, so syncs complete in the same window whether you use the metrics or not.
Can I hide metrics I do not use in the Ad Grid?
Yes. The Ad Grid column picker lets you choose which metrics appear and in what order. Your selection is saved per user.
Why might a TikTok metric be missing for a specific date?
TikTok occasionally omits metrics for days where an account had no impressions or where the metric does not apply to a campaign objective. Flyweel records these as null rather than zero so averages and ROAS calculations stay accurate.
Does Flyweel backfill extended metrics for historical periods?
Yes. Extended metrics are backfilled across the same historical range as the base sync, chunked to respect each platform’s per-request limits.
Next steps
- TikTok Ads integration
- Google Ads integration
- Meta Ads integration
- AdGrid Campaign Manager
- AI Agent Chat
- MCP quickstart
Need help? Email team@flyweel.co.
