Metrics and columns
A reference for all the metrics that appear in Qubix reports and table columns: base numbers, derived ratios, aggregate prefixes, and time windows. Use it to understand exactly what a column shows and which fields are available in auto-pause rules.
Base metrics
These are the «raw» numbers the system collects from Facebook and the tracker.
| Metric | Name in UI | What it means |
|---|---|---|
spend | Spend | Ad spend |
revenue | Revenue | Revenue from the network (from payouts for deposits) |
clicks | Clicks | Clicks on the ad |
impressions | Impressions | Ad impressions |
regs | Regs | Registrations on the offer |
deps | Deps | Deposits on the offer |
installs | Installs | PWA app installs |
Derived metrics
Calculated from the base ones. Conversions (*2*) are the share that moves from one funnel step to the next.
| Metric | Name in UI | Formula / meaning |
|---|---|---|
profit | Profit | Revenue − spend |
roas | ROAS | Revenue ÷ spend (return on spend) |
ctr | CTR | Clicks ÷ impressions |
cpm | CPM | Spend per 1000 impressions |
cpc | CPC | Cost per click |
cpr | CPR | Cost per registration |
cpi | CPI | Cost per install |
cpd | CPD | Cost per deposit |
cpa | CPA | Cost per target action |
epc | EPC | Revenue per click |
click2reg (c2r) | C2R | Click → registration |
reg2dep (r2d) | R2D | Registration → deposit |
c2d | C2D | Click → deposit |
c2i | C2I | Click → install |
i2r | I2R | Install → registration |
i2d | I2D | Install → deposit |
The deprecated cr_ prefix is never used. For conversions — only click2reg and reg2dep (in short captions, c2r / r2d).
Time windows
Most metrics exist in several time windows — a suffix at the end of the field name. For example, roas_24h is the ROAS over the last 24 hours.
| Suffix | Period |
|---|---|
_1h | The last hour |
_3h | The last 3 hours |
_6h | The last 6 hours |
_12h | The last 12 hours |
_24h | The last day |
_48h | The last 2 days |
_72h | The last 3 days |
_168h | The last week |
_today | Since the start of the current day |
_total | All time |
Prefixes (aggregates)
Without a prefix, a metric refers to the ad itself. A prefix means the number is calculated not per ad but over a broader group.
| Prefix | Scope | Example |
|---|---|---|
| (none) | The ad itself | spend_24h |
creo_ | By creative (all ads with this creative) | creo_roas_24h |
geo_ | By country (everything flowing to this geo) | geo_cpd_24h |
offer_ | By offer | offer_profit_24h |
network_ | By network | network_revenue_24h |
prev_ | The previous period (for comparison) | prev_roas_24h |
Prefixes combine with prev_: creo_prev_roas_24h is the creative's ROAS over the previous 24 hours. This is handy for rules like «the creative dropped compared to yesterday».
Identifiers and attributes
Besides numbers, an ad has text and service fields — they are available in reports and rules too.
| Field | What it means |
|---|---|
country / primary_country | Country (geo) |
offer / offer_name | Offer |
network / network_name | Network |
campaign / campaign_name | Campaign |
adset_name | Ad set |
ad_name | Ad |
account / ad_account_id | Ad account |
creative / creative_phash | Creative |
lang / creative_language | Language |
device, os, browser | The visitor's device, OS, browser |
payout | Offer payout |
cap / offer_cap | Offer cap |
effective_status | The ad's current status in Facebook |
FB and tracker reconciliation
In some reports, Facebook data is compared with tracker data — to catch a discrepancy.
| Field | What it means |
|---|---|
fb_regs / fb_deps | Registrations / deposits per Facebook data |
k_regs / k_deps | The same per tracker data |
diff_regs / diff_deps | The discrepancy in counts |
diff_regs_pct / diff_deps_pct | The discrepancy in percentages |