Instacart Ads Metric Glossary

April 22, 2026 22:45

Sponsored Product Performance Metrics

Metric	Definition
Spend	How much money you spend on an ad.
Sales	How many dollars in sales resulted from purchases occurring within 14 days of a customer clicking on a sponsored product ad.
Units	How many unit sales resulted from purchases occurring within 14 days of a customer clicking on a sponsored product ad.
ROAS	Shows ad effectiveness by comparing ad cost vs revenue.
Impressions	An ad viewable impression is counted when at least 50% of an ad is viewed for at least 1 second.
Clicks	How many times customers clicked on the ad.
CTR	The rate at which an impression results in a click.
CPC	How much money you spend, on average, for each click.
New-to-brand sales	Sales that came from consumers who haven't purchased from your brand within the last 26 weeks. This data is available from August 1, 2022, onward.
New-to-brand* sales %	The percentage of all your sales that were new-to-brand sales. This data is available from August 1, 2022, onward.

Display Performance Metrics

Metric	Definition
Spend	How much money you spend on an ad.
Sales	How many dollars in sales resulted from purchases occurring within 14 days of a customer clicking on a sponsored product ad.
Units	How many unit sales resulted from purchases occurring within 14 days of a customer clicking on a sponsored product ad.
ROAS	Shows ad effectiveness by comparing ad cost vs revenue.
Impressions	An ad viewable impression is counted when at least 50% of an ad is viewed for at least 1 second.
Clicks	How many times customers clicked on the ad.
CTR	The rate at which an impression results in a click.
CPC	How much money you spend, on average, for each click.
CPM	Cost per thousand impressions.
New-to-brand sales	Sales that came from consumers who haven't purchased from your brand within the last 26 weeks. This data is available from August 1, 2022, onward.
New-to-brand sales %	The percentage of all your sales that were new-to-brand sales. This data is available from August 1, 2022, onward.
Halo Sales	Similar to sales, but also includes related products outside of the campaign (e.g., different flavors, pack sizes, and product varieties in the same brand for your category).
Halo ROAS	Halo return on ad spend (halo attributed sales, divided by spend).
New-to-brand halo sales	Sales of your related products that came from consumers who haven't bought from your brand within the last 26 weeks. This data is available from August 1, 2022, onward.
New-to-brand halo sales %	The percentage of all your sales that were new-to-brand halo sales. This data is available from August 1, 2022, onward.

Brand Promotion Metrics

Metric	Definition
Spend	How much budget your promotion spent.
Budget	The total amount allocated to the promotion.
Redemptions allowed	The total number of times the promotion can be redeemed as defined by your budget and other details. You choose this value when you create promotions.
Redemptions used	The total number of promotions customers redeemed on Instacart.
Promotion sales	The total sales of a specified product resulting from promotion redemptions.
Sales	The product's total sales on Instacart, including sales from promotions.
Promotion type	The type of promotion that you can create on Instacart (ex. buy any X, save $Y).
New-to-brand promotion sales	Sales during a promotion from consumers who haven't bought from your brand on Instacart within the last 26 weeks. This data is available from April 1, 2023, onward.
New-to-brand promotion sales %	The percentage of all your promotion sales that were new-to-brand sales. This data is available from April 1, 2023, onward.