All campaigns

• ID: The ID of the campaign
• Campaign: The name of the campaign
• Campaign URL: A link to the campaign in X Ads
• Time: The date associated with the data on that line item
• Campaign start date: Time at which the campaign began
• Campaign end date: Time at which the campaign ended
• Spend: The amount spent on the campaign
• Impressions: The number of people who viewed any part of a post
• Engagements: Total number of times someone clicked on a post. This includes clicks anywhere on the post, including reposts, replies, follows, likes, links, hashtags, embedded media, username, profile photo, and/or post expansions.
• Billed engagements: The total number of billed engagements with a post. This may vary based on objective.
• Reposts: The number of times people reposted the post.
• Replies: The number of times people replied to a post.
• Follows: All clicks on the ad’s "Follow" button.
• Clicks: All clicks on links, likes, hashtags, your profile, and/or other post details.
• Media engagements: All clicks on media, including clicks on videos, GIFs, and images.
• Likes: The number of likes generated from this post.
• Card engagements: All clicks to open or install an app via the App or Website Button.
  
• Unfollows: The number of unfollows that occurred during this campaign.
• Engagement rate: The number of engagements divided by total impressions.

Video views & pre-roll campaigns

• Video starts: The number of times someone started a video, regardless of how much of the video player is in view.
• Video played 25%: The number of times the viewer reached the 25% mark in the video, regardless of how much of the video player is in view.
• Video played 50%: The number of times the viewer reached the 50% mark in the video, regardless of how much of the video player is in view.
• Video played 75%: The number of times the viewer reached the 75% mark in the video, regardless of how much of the video player is in view.
• Video completions: The number of times the viewer reached the 100% mark in the video, regardless of how much of the video player is in view.
• Video views: Video views only count when your video is watched in 50% view for 2 seconds or more, or when someone clicks to expand/unmute your video.
• 3s/100% views: The number of views from being watched in 100% view for 3 seconds or more, or when someone clicks to expand/unmute your video.
• Video view rate: The number of video views divided by total impressions.

Website traffic campaigns

• Link clicks: All clicks on the link or Website Button in your ad.
• Link click rate: The number of link clicks divided by total impressions.  
• Cost per link click: Cost per link click is calculated by dividing total spend by the total number of link clicks received. You only pay the first time someone clicks on a link or Website Button in your ad.

App installs & app re-engagements campaigns

• App clicks: All clicks to install or open your app via the App Button.
• App click rate: The number of app clicks divided by total impressions.
• Cost per app click: Cost per app click is calculated by dividing total spend by the total number of app clicks.

Are the numbers reported in the .CSV download inclusive of all engagements, or just engagements I’ve been billed for?

All metrics will include engagements that you aren’t billed for. For example, if a post gets reposted and more users engage with the repost, these will wrap up into your numbers even though you aren’t billed for these actions.

How does the data in my .CSV download differ from the post Activity Dashboard export?

The Post Activity Dashboard should be used to analyze organic post data, while the .CSV export at ads.x.com should be used to analyze campaign data.

What's the difference between export and bulk export?

Bulk export allows you to export data across multiple ads accounts that you manage, while the standard export functionality only allows for the export of data within one ads account.