Page Unlikes is a count of the number of people who have unliked your page.

Goal conversions represent the successful completion of predefined actions that align with your business objectives and indicate meaningful user engagement with your website or digital platform. Unlike simple page views or clicks, goal conversions measure outcomes that directly contribute to your business success, such as form submissions, product purchases, newsletter sign-ups, or content downloads. Understanding goal conversions is essential for evaluating the effectiveness of your marketing campaigns, website design, and overall digital strategy.

Page Views, as commonly used with Google Analytics, is the count of times the content of a page is loaded or re-loaded.

Average Server Response Time is the average amount of time an application’s web server takes to return the results of a request to the user. It is affected by several factors including network bandwidth, number of users, and number and type of requests submitted.

One of the most fundamental metrics, Customers is the total count of paying patrons of your business. Without paying customers there is no growth and no value in your business. To accurately assess your customer base, it's important to track new and returning customers as they play a different role in your business. New Customers refer to users who just signed up or made their first purchase with your company while Returning Customers are those who have already made a purchase in the past.

Ad Set Clicks is the total number of times users clicked on a digital advertisement within an ad set. An ad set is a grouping of ads organized by theme.