Link Clicks:
The number of clicks on links within the ad (or post for organic) that led to destinations or experiences, on or off Facebook. For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser's profile.
CTR
The percentage of times people saw your ad (or post for organic) and performed a link click.
The metric is calculated as link clicks divided by impressions.
CPC
The average cost for each link click.
The metric is calculated as the total amount spent divided by link clicks.
Paid Link Clicks
Total chargeable clicks based on your campaign’s objective
Organic Clicks
Shows the number of clicks on your content, company name, or logo by a (signed in) member. This doesn't include interactions (shares, Reactions, and comments).
Paid CTR
Percentage of chargeable clicks relative to impressions (clicks divided by impressions)
Organic CTR
Shows the number of clicks your update received divided by the number of impressions your update received.
CPC
Total spent on your ads divided by total clicks
Snapchat
Swipe Ups:
The number of times your ad was swiped up on or the CTA was tapped to view the attachment below
Swipe Up Rate
Percentage of paid impressions swiped up on
Cost per swipe
The average cost per user swiping up on your ad or tapping the CTA to view the attachment below
Google Ads
Clicks:
The number of clicks.
CTR
The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%."
To prevent calculation accuracy issues, fields whose data type is Double can be used only with the following operators in predicates: LESS_THAN or GREATER_THAN. This is also true for AWQL: Only the operators < and > are allowed in the WHERE clause.
CPC
The total cost of all clicks divided by the total number of clicks received. Values can be one of:
A money amount in micro.
"Auto: x" or "auto" if this field is a bid and Google Ads is automatically setting the bid via the chosen bidding strategy.
"--" If this field is a bid and no bid applies to the row.
Link Clicks
Total clicks on the link or Website creative in your ad, including earned. This includes clicks you're not billed for.
CPC
(link) Total spend divided by the number of link clicks, including earned. You only pay the first time someone clicks on your link or Website creative.
CTR
(link) Total clicks on a link or a Website creative divided by total impressions, including earned.
All Clicks
(Clicks) Total clicks on links, hashtags, a Website creative, and other Tweet details in your ad, combined with likes and profile clicks.