How Fyr names metrics across platforms

Fyr brings data from many advertising, social and analytics platforms into one place. Those platforms rarely agree on what to call the same thing, and they occasionally rename a metric without changing what it measures. So that your data is comparable across channels, Fyr standardizes each concept under one name and uses that name everywhere: dashboards, widgets, reports and exports.

This article covers where the name in Fyr differs from the platform's own, and just as importantly, where the same name means slightly different things on different channels.

One concept, one name

Take Impressions, which Fyr defines as the number of times your content was displayed. Every channel reporting that concept maps to Impressions, whatever the platform calls it: Meta calls it "Views" in organic reporting, Xandr returns it as "imps", Adform labels it "Tracked ads". The name in Fyr stays constant so a cross-channel dashboard adds up like for like.

This is why a number in Fyr can sit under a different label than the one in the platform's own tool. In most cases it is the same underlying number with a different name.

Clicks: the most common source of confusion

Platforms disagree more about "a click" than about anything else, so Fyr reports two separate metrics:

• Clicks: the narrower metric, and the one most advertisers mean: someone clicked through to your destination.
• Clicks (All): every click the platform counted, including ones that never left the platform (expanding an image, clicking the page name, watching a video).

On Meta and LinkedIn these are genuinely different numbers. Fyr's Clicks uses Meta's link-click action and LinkedIn's landing-page clicks, while Clicks (All) uses each platform's headline clicks field. If your Fyr click count looks lower than Ads Manager's, this is almost always why.

On Snapchat, Clicks is Snapchat's "Swipes", and Clicks (All) adds profile clicks. On TikTok, Clicks (All) is TikTok's "Engagements". On Google Ads, Microsoft Ads, Xandr, Adform, DV360 and Kobler the platform reports a single clicks figure, so both metrics carry the same value.

Fyr also reports Clicks (Outbound) for Meta, counting clicks that left the platform entirely.

Where our name differs: paid advertising/ad performance

If a channel isn't listed for a metric, its name matches ours.

Where our name differs — organic social

Facebook Reactions: page vs post. At page level, Reactions is the total of every reaction type Facebook reports: like, love, wow, haha, sorry and anger. At post level it currently counts likes only. A post's Reactions figure will therefore be lower than you might expect, and the posts on a page won't add up to the page total. If you need the full reaction mix for a post, check it in Meta Business Suite.

Competitor posts are the one place Fyr shows Likes and Reactions as separate metrics, because competitor data is collected differently. On your own posts you'll see Reactions only.

Same name, different meaning

A few metrics share a name across contexts but don't measure the same thing. Each is accurate on its own, just don't add them together or compare them side by side:

• Impressions in Google Search Console counts how many times your pages appeared in search results, not how many times an ad was displayed. Within Search Console views the name and number match Google's exactly; it simply isn't the same concept as an advertising impression.
• Engagement is built from different components on each platform. On Meta it's shares, comments and clicks; on Snapchat it also includes saves, story opens and viewable impressions; TikTok and LinkedIn each supply their own figure. Treat it as a within-channel metric.
• Video views are counted at different thresholds per platform — 2 seconds on TikTok, a separate ThruPlay standard on Meta, and others elsewhere. Fyr reports 6-second and 15-second variants where a platform provides them, so you can compare like with like.

When a platform changes its definition

Sometimes a platform doesn't rename a metric but changes what it counts. Numbers before and after are then not directly comparable, and no mapping on our side can fix that.

Meta did this to Facebook reach: it is now counted as unique media viewers rather than unique impressions, which generally makes the figure lower. Where we know about a change like this, Fyr places an annotation on the chart at the date it took effect, so you can see why a trend line steps.

Why your number may still differ from the platform

• Attribution windows. Platforms credit conversions over different lookback periods, and some let you change the setting.
• Time zones. A platform reporting in its own account time zone splits days differently than Fyr does.
• Late-arriving data. Platforms revise recent figures for several days. Fyr re-reads recent history to pick up those corrections, so a number can shift slightly after first appearing.
• Different presets. Native dashboards often default to their own window (for example a trailing 28 days) rather than the exact range selected in Fyr.
• Currency conversion. Spend is converted to your organization's preferred currency, so it won't match a platform reporting in its account currency.

Checking a definition in the app

Many metrics carry an information icon next to their name in tables and on stat cards — hover it to see how Fyr defines that metric. If a definition is unclear or looks wrong for your account, contact support. These definitions are maintained centrally, so a correction benefits everyone.