Metrics

• CSV column is the metric's header in an export file, unless your request gives the metric a label.
• Format: money is in the brand's currency. Rates MTA computes are fractions, so a ctr of 0.012 is 1.2%. Ratios such as ROAS are plain multiples.
• Rows: some metrics exist only on Accrual or only on Cash rows, and are empty on the other. See accounting modes.
• Summed lines: what a line holds when it adds up several stored rows. Counts and amounts are summed. aov, cpo, cpm, cpv, mer, roas, roas_new, roas_returning, rpv are recomputed from their summed parts. The rest are empty on such lines. When lines sum rows.
• Data: a metric with no data is still accepted. It exports as an empty column, and the export result's warn names it.

Metrics in the platform groups are each ad platform's own figures under its own attribution setting, pulled with spend. They do not add up across platforms and do not compare with MTA's attributed columns. Ids ending in Ft or Rtn are the first-time and returning splits of the metric before them, and ids ending in Ltv carry the customers' later orders as well.