Each report starts with a default set of metrics. You can add more to the chart, the table, or both.
The chart and the table
The chart. Click + Add metric above the chart and search for the metric. Each one appears as a chip with an × to remove it. All three chart views (bar, line and card) use these metrics.
The table. Open Custom columns → Customize table columns at the top of the table.
This has every metric available, including video retention, funnel conversion rates and everything else Meta and TikTok report. If you can't find a metric in the chart picker, look here.
Column presets
Presets add a set of columns in one click: Meta Ecommerce, Meta SaaS, Meta Video Engagement, TikTok Shop and TikTok Video Engagement. Use a Video Engagement preset when reviewing creative.
Hook rate and hold rate
Hook rate is called Thumbstop ratio. 1st frame retention is also available.
Hold rate is called Hold rate.
You'll also find Sustain rate (Meta), Video avg. play time, 25/50/75/95/100% video play rates, Cost per 3-second video play and Cost per ThruPlay in Customize table columns.
Thumbstop ratio shows whether the opening grabbed attention. Hold rate shows whether people kept watching. A high thumbstop ratio with a low hold rate means a strong opening but a weak rest of the ad.
Build your own metric
For metrics specific to your business, such as contribution margin ROAS, create a custom metric. See Custom Metrics.
Filter by metrics
Metric filter narrows a report by numbers, for example spend above a threshold. A rule reads Where → Spend → > → your number, with operators >, ≥, <, ≤, = and ≠.
Use Add filter group to combine conditions. For example, (Spend > 500) and (Thumbstop ratio > 30% or Hold rate > 15%) shows high-spend ads that do well on at least one video measure. Groups are combined with And and can be one level deep.
If a filter leaves the table empty, check the ads actually report that metric.
Reading the table
Above the table are Custom columns, a Show ad status toggle and a Show tags dropdown.
Header checkboxes: each metric column has a checkbox. Ticked metrics are shown on the chart.
Sorting: click the arrows in any column header.
Colour shading: cells are shaded against the report's average. Hover over a cell to see the difference, for example Diff from avg −2%.
Grouped rows: show how many ads they contain, for example "3 ads". Hover and click View details to see them.
+ Add metric is greyed out
The chart can show up to eight metrics. Once you have eight, + Add metric is greyed out until you remove one.
The table can have more than eight columns. Unticking a metric removes it from the chart but keeps it in the table. To add more columns, use Custom columns.
Export and share
You can export the table to CSV (there's no PDF export), share the report by link, or share a snapshot. Snapshots keep the actual columns, not the preset name, so they stay the same if you change the preset later. See Share and collaborate.