Metal oxides are important for current development in nanotechnology. X‐ray photoelectron spectroscopy(XPS) is a widely used technique to study the oxidation states of metals, and a basic understanding of the photoexcitation process is important to obtain the full information from XPS. We have studied core level excitations of Zn 2p, Fe 2p, and Ce 3d photoelectron emissions from ZnO, α‐Fe2O3, and CeO2. Using an effective energy‐differential XPS inelastic‐scattering cross section evaluated within the semiclassical dielectric response model for XPS, we analysed the experimental spectra to determine the corresponding primary excitation spectra, ie, the initial excitation processes. We find that simple emission (Zn 2p) as well as complex multiplet photoemission spectra (Fe 2p and Ce 3d) can be quantitatively analysed with our procedure. Moreover, for α‐Fe2O3, it is possible to use the software package CTM4XAS (Charge Transfer Multiplet program for X‐ray Absorption Spectroscopy) to calculate its primary excitation spectrum within a quantum mechanical model, and it was found to be in good agreement with the spectrum determined by analysis of the experiment.