> For the complete documentation index, see [llms.txt](https://utmify.gitbook.io/central-de-ajuda/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://utmify.gitbook.io/central-de-ajuda/help-center/faqs/glossary-of-metrics.md).

# Glossary of Metrics

In this article, we’ll explain the meaning of each metric in the CAMPAIGNS tab of Utmify.

| Metrics                  | Description                                                                                                                                                |
| ------------------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Budget                   | The amount set for the ad platform to spend during the specified period, which can be daily, total, or another option depending on your ad platform.       |
| CPA                      | Cost per Acquisition                                                                                                                                       |
| Product Costs            | Cost of products registered in Utmify                                                                                                                      |
| \[Conversations]         | Conversations started on integrated messaging platforms (currently, only WhatsApp)                                                                         |
| \[Cost / Conversation]   | Cost per Conversation Initiated                                                                                                                            |
| Sales                    | Number of sales made                                                                                                                                       |
| Expenses                 | Amount spent on ads within the filtered period.                                                                                                            |
| Invoicing                | Net revenue from approved sales                                                                                                                            |
| Profit                   | Calculated Profit                                                                                                                                          |
| ROAS                     | Return on ad spend                                                                                                                                         |
| Margin                   | Profit margin (%)                                                                                                                                          |
| ROI                      | Return on investment, including product costs, etc.                                                                                                        |
| \[IC]                    | Purchase completion initiated                                                                                                                              |
| \[CPI]                   | Cost per completed purchase initiated.                                                                                                                     |
| Registrations            | Number of registrations completed                                                                                                                          |
| \[CPL]                   | Cost per Registration                                                                                                                                      |
| \[CPC]                   | Cost per Click on the Link                                                                                                                                 |
| CTR                      | Click-Through Rate on the Link                                                                                                                             |
| CPM                      | Cost per thousand impressions                                                                                                                              |
| Impressions              | Number of times the ad was displayed.                                                                                                                      |
| Clicks                   | Link Clicks                                                                                                                                                |
| \[Vis. de pág.]          | Page Views                                                                                                                                                 |
| \[CPV]                   | Cost per page view                                                                                                                                         |
| Pending Sales            | Pending sales (bank slip and PIX generated)                                                                                                                |
| \[CPP]                   | Cost per pending sales                                                                                                                                     |
| Total Sales              | Total of approved and pending sales                                                                                                                        |
| \[CPT]                   | Cost per total sales (approved and pending)                                                                                                                |
| \[CA]                    | Ad Account                                                                                                                                                 |
| \[ARPU]                  | User Generated Revenue                                                                                                                                     |
| \[ICR]                   | Shows the percentage of people who made a "Conversion Interaction" (such as initiating checkout, CI) after visiting your page.                             |
| \[CON]                   | It's the percentage of people who clicked the link and actually managed to open the page.                                                                  |
| \[Conversion]            | It's the percentage of people who made a purchase after visiting your page.                                                                                |
| \[Retention]             | This shows the percentage of people who continued watching the video for at least 3 seconds after it started.                                              |
| \[Hook]                  | Shows the percentage of people who watched the video for at least 3 seconds compared to all those who saw the ad or post (impressions).                    |
| Frequency                | Average number of times a person saw the ad.                                                                                                               |
| Gross revenue            | Total revenue from approved sales excluding discounts or fees.                                                                                             |
| Pending billing          | Pending sales revenue                                                                                                                                      |
| \[Conv. Check.]          | Conversão do Checkout representa a porcentagem de conversão de um checkout                                                                                 |
| \[Conv. Cliques]         | Click conversion represents the percentage of clicks that resulted in sales.                                                                               |
| \[Hold Rate]             | Hold Rate shows how many people continue watching or paying attention after a piece of content has started.                                                |
| \[Body Conversion]       | This refers to how many people take a significant action (such as clicking a button or filling out a form) after interacting with the page's core content. |
| \[Body Retention]        | It measures how many people remain interested in the content after the page starts.                                                                        |
| \[CTA]                   | Click Retention \| CTA Meter                                                                                                                               |
| \[Play Rate do Hook]     | It shows how many people start watching after seeing the beginning of the video.                                                                           |
| \[Video Retention (75%)] | Number of times the video has been played up to 75%                                                                                                        |
| Creation                 | The date the campaign, ad set, or ad was created.                                                                                                          |
| Broadcast                | The delivery status will tell you if your ad campaign is running normally or if there are any issues that require your attention.                          |
| Sales Rejected           | Purchases that were refused or canceled                                                                                                                    |
| \[ID]                    | Campaign IDs, Ad Sets, Ad Groups, Ads, and Ad Accounts.                                                                                                    |