What are custom metrics?

Custom metrics allow you to track and analyze specific data points that are most relevant to your campaign goals and business objectives. While Twitter provides standard metrics, custom metrics offer greater flexibility to measure what truly matters to your unique strategy. For example, if you're running a lead generation campaign, you might create a custom metric to track the number of form submissions, rather than just general clicks. This helps you gain deeper insights into performance beyond standard engagement or reach. The other options are incorrect because custom metrics are not reports themselves, nor are they algorithms for audience targeting; they are about measuring specific data points.