Facebook Ads Fields References
- 26 Minutes to read
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Facebook Ads Fields References
- 26 Minutes to read
- DarkLight
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Learn more about metrics, attributes, breakdowns and advanced filtering available through the Facebook Ads connector in Dataddo.
For more information, please refer to Facebook's official documentation.
Action Metrics - Actions Attributed to Ads
| Metric Name | Label | Description |
|---|---|---|
| clicks | Total clicks | Total clicks |
| inline_link_clicks | Inline link clicks | Inline link clicks |
| inline_post_engagement | Inline post engagement | Inline post engagement |
| link_click | Link clicks (count) | Link clicks (count) |
| like | Page likes (count) | Page likes (count) |
| actions.post | Post shares (count) | Post shares (count) |
| comment | Post comments (count) | Post comments (count) |
| post_like | Post likes (count) | Post likes (count) |
| page_engagement | Page engagement (count) | Page engagement (count) |
| post_engagement | Post engagement (count) | Post engagement (count) |
| checkin | Checkins (count) | Checkins (count) |
| app_use | App uses (count) | App uses (count) |
| app_install | App installs (count) | App installs (count) |
| photo_view | Photo view (count) | Photo view (count) |
| post_reaction | Post reaction (count) | Post reaction (count) |
| rsvp | Event responses (count) | Event responses (count) |
| credit_spent | Credit Spends (count) | Credit Spends (count) |
| gamesplays | Game plays (count) | Game plays (count) |
| landing_page_view | Landing Page Views (count) | The number of times your ad resulted in a click that led to a page on your website or app, such as the home page. |
| leadgenother | Leads - Form (count) | The number of leads generated via Facebook Lead Ads forms. |
| mobile_app_install | Mobile App Installs (count) | The number of people who installed your app after clicking on your ad. |
| offsite_conversionfb_pixel_add_to_cart | Offsite Conversion - Add to Cart (count) | The number of times someone added an item to their cart after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_add_to_wishlist | Offsite Conversion - Add to Wishlist (count) | The number of times someone added an item to their wishlist after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_lead | Offsite Conversion - Lead (count) | The number of times someone submitted a lead form after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_custom | Offsite Conversion - Custom (count) | The number of conversions that you defined when setting up the Facebook pixel, such as registrations or checkouts. |
| offsite_conversionfb_pixel_purchase | Offsite Conversion - Purchases (count) | The number of purchases made by people who clicked on your ad and got redirected to your website. |
| offsite_conversionfb_pixel_initiate_checkout | Offsite Conversion - Initiated Checkouts (count) | The number of times someone started the checkout process after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_complete_registration | Offsite Conversion - Completed Registrations (count) | The number of times someone completed a registration form after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_view_content | Offsite Conversion - View Content (count) | The number of times someone viewed content on your website after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_add_payment_info | Offsite Conversion - Adds Payment Info (count) | The number of times someone added payment information after clicking on your ad and getting redirected to your website. |
| offsite_conversionfb_pixel_search | Offsite Conversion - Searches (count) | The number of searches made by people who clicked on your ad and got redirected to your website. |
| onsite_conversionlead_grouped | Onsite Conversion - Lead Grouped (count) | The number of leads generated through your website or app. |
| onsite_conversionflow_complete | Onsite Conversion - Flow Complete (count) | The number of times people complete a multi-page process on your website or app, such as a sign-up or checkout flow. |
| onsite_conversionmessaging_block | Onsite conversion - messaging conversation block (count) | Count of users who have completed a conversation with the business on messenger |
| onsite_conversionmessaging_conversation_started_7d | Onsite conversion - messaging conversation start (count) | Count of unique conversations started on messenger in the last 7 days |
| onsite_conversionmessaging_first_reply | Onsite conversion - messaging conversation new (count) | Count of users who started a new conversation with the business on messenger |
| onsite_conversionpost_save | Onsite conversion - post save (count) | Count of times users saved a post |
| onsite_conversionpurchase | Onsite conversion - purchase (count) | Count of purchases made on website or app after clicking on ad |
| video_view | Video views (count) | Number of times a video has been viewed for at least 3 seconds |
| app_engagement | App engagement (count) | Actions that people take while using your app, such as likes, shares and comments |
| app_story | App story (count) | Number of stories created by people about your app |
| page_story | Page story (count) | Number of stories created by people about your Page |
| post_story | Post story (count) | Number of stories created by people about your posts |
| offsite_conversion | Offsite conversion (count) | Number of conversions that happened off Facebook after someone interacted with your ad |
| onsite_conversion | Onsite conversion (count) | Number of conversions that happened on your website or app after someone clicked your ad |
| app_custom_event | App custom event (count) | Number of times a specific app event occurred |
| onsite_web_app_event | Onsite web app event (count) | This metric tracks the number of events performed on your website's application. These could include actions like button clicks, page views, etc. |
| mobile_app_retention | Mobile app retention (count) | This metric measures the number of users who have downloaded the app and continue to engage with it over a certain period of time. |
| mobile_app_roas | Mobile app ROAS (count) | Return on ad spend (ROAS) is a metric that shows how much revenue you generate for every dollar spent on advertising. This specific metric pertains to mobile applications. |
| offsite_engagement | Offsite engagement (count) | Count of engagements that occur offsite. |
| store_visit_with_dwell | Store visits with dwell (count) | Count of store visits with a specified dwell time. |
| add_to_cart | Add to cart (count) | Count of items added to the cart. |
| onsite_app_add_to_cart | Onsite app - Add to cart (count) | Count of items added to the cart within the app. |
| onsite_web_add_to_cart | Onsite web - Add to cart (count) | Count of items added to the cart on the website. |
| complete_registration | Complete registration (count) | Count of completed user registrations. |
| purchase | Purchase | Count of purchases made. |
| onsite_app_purchase | Onsite app - Purchase (count) | Count of purchases made within the app. |
| onsite_web_purchase | Onsite web - Purchase (count) | Count of purchases made on the website. |
| search | Search (count) | Count of searches performed. |
| view_content | View content (count) | Count of content views. |
| onsite_app_view_content | Onsite app - View content (count) | Count of content views within the app. |
| onsite_web_view_content | Onsite web - View content (count) | Count of content views on the website. |
| initiate_checkout | Initiate checkout (count) | Count of checkout initiations. |
| add_payment_info | Add payment info (count) | Count of added payment information. |
| add_to_wishlist | Add to wishlist (count) | Count of items added to the wishlist. |
| lead | Leads (count) | Count of generated leads. |
| omni_app_install | All app installs (count) | Count of installs for all apps. |
| omni_purchase | All purchases (count) | Count of all purchases. |
| omni_add_to_cart | All add to cart (count) | Count of all items added to the cart. |
| omni_complete_registration | All completed registrations (count) | Count of all completed user registrations. |
| omni_view_content | All content views (count) | Count of all content views. |
| omni_search | All searches (count) | Count of all searches performed. |
| omni_initiated_checkout | All initiated checkouts (count) | Count of all checkout initiations. |
| omni_achievement_unlocked | All unlocked achievements (count) | Count of all unlocked achievements. |
| omni_activate_app | All app activations (count) | Count of all app activations. |
| omni_level_achieved | All level achieved (count) | Count of all achieved levels. |
| omni_rate | All rates (count) | Count of all rates given. |
| omni_spend_credits | All spend credits (count) | Count of all credits spent. |
| omni_tutorial_completion | All tutorial completions (count) | |
| omni_custom | All custom actions (count) | Total number of custom actions initiated across all platforms |
| subscribe | Subscribe (count) | Total number of subscriptions made |
| start_trial_total | Trials started total (count) | Total number of trials started across all platforms |
| start_trial_website | Website trials started (count) | Number of trials started via the website |
| start_trial_mobile_app | Mobile app trials started (count) | Number of trials started via the mobile app |
| start_trial_offline | Offline trials started (count) | Number of trials started offline |
| contact_total | Total Contacts (count) | Total number of contacts made across all platforms |
| contact_website | Website Contacts (count) | Number of contacts made via the website |
| contact_mobile_app | Mobile App Contacts (count) | Number of contacts made via the mobile app |
| contact_offline | Offline Contacts (count) | Number of contacts made offline |
| find_location_total | Total Location Searches (count) | Total number of location searches made across all platforms |
| find_location_website | Website Location Searches (count) | Number of location searches made via the website |
| find_location_mobile_app | Mobile App Location Searches (count) | Number of location searches made via the mobile app |
| find_location_offline | Offline App Location Searches (count) | Number of location searches made offline |
Action Values
| metric_name | Label |
|---|---|
| action_values.app_install | App installs (value) |
| app_use | App uses (value) |
| checkin | Checkins (value) |
| comment | Post comments (value) |
| credit_spent | Credit Spends (value) |
| post_like | Post like (value) |
| post_engagement | Post engagement (value) |
| gamesplays | Game plays (value) |
| landing_page_view | Landing page views (value) |
| leadgenother | Leads - Form (value) |
| like | Page likes (value) |
| link_click | Link clicks (value) |
| mobile_app_install | Mobile app installs (value) |
| lead | Leads (value) |
| offsite_conversionfb_pixel_add_payment_info | Offsite conversion - adds payment info (value) |
| offsite_conversionfb_pixel_add_to_cart | Offsite conversion - add to basket (value) |
| offsite_conversionfb_pixel_add_to_wishlist | Offsite conversion - adds to wishlist (value) |
| offsite_conversionfb_pixel_complete_registration | Offsite conversion - completed registrations (value) |
| offsite_conversionfb_pixel_custom | Offsite conversion - custom (value) |
| offsite_conversionfb_pixel_initiate_checkout | Offsite conversion - initiated checkouts (value) |
| offsite_conversionfb_pixel_lead | Offsite conversion - lead (value) |
| offsite_conversionfb_pixel_purchase | Offsite conversion - purchases (value) |
| offsite_conversionfb_pixel_search | Offsite conversion - searches (value) |
| offsite_conversionfb_pixel_view_content | Offsite conversion - view content (value) |
| onsite_conversionflow_complete | On-site conversion - flow complete (value) |
| onsite_conversionlead_grouped | On-site conversion - lead grouped (value) |
| onsite_conversionmessaging_block | On-site conversion - messaging conversation block (value) |
| onsite_conversionmessaging_conversation_started_7d | On-site conversion - messaging conversation start (value) |
| onsite_conversionmessaging_first_reply | On-site conversion - messaging conversation new (value) |
| onsite_conversionpost_save | On-site conversion - post save (value) |
| onsite_conversionpurchase | On-site conversion - purchase (value) |
| photo_view | Photo view (value) |
| post | Post shares (value) |
| post_reaction | Post reaction (value) |
| rsvp | RSVP (value) |
| video_view | Video views (value) |
| app_engagement | App engagement (value) |
| app_story | App story (value) |
| page_engagement | Page engagement (value) |
| page_story | Page story (value) |
| post_story | Post story (value) |
| offsite_conversion | Offsite conversion (value) |
| onsite_conversion | Onsite conversion (value) |
| app_custom_event | App custom event (value) |
| onsite_web_app_event | Onsite web app event (value) |
| mobile_app_retention | Mobile app retention (value) |
| mobile_app_roas | Mobile app ROAS (value) |
| offsite_engagement | Offsite engagement (value) |
| store_visit_with_dwell | Store visits with dwell (value) |
| add_to_cart | Add to cart (value) |
| onsite_app_add_to_cart | Onsite app - Add to cart (value) |
| onsite_web_add_to_cart | Onsite web - Add to cart (value) |
| complete_registration | Complete registration (value) |
| purchase | Purchase (value) |
| onsite_app_purchase | Onsite app - Purchase (value) |
| onsite_web_purchase | Onsite web - Purchase (value) |
| search | Search (value) |
| view_content | View content (value) |
| onsite_app_view_content | Onsite app - View content (value) |
| onsite_web_view_content | Onsite web - View content (value) |
| initiate_checkout | Initiate checkout (value) |
| add_payment_info | Add payment info (value) |
| add_to_wishlist | Add to wishlist (value) |
| omni_app_install | All app installs (value) |
| omni_purchase | All purchases value (value) |
| omni_add_to_cart | All add to cart (value) |
| omni_complete_registration | All completed registrations (value) |
| omni_view_content | All content views (value) |
| omni_search | All searches (value) |
| omni_initiated_checkout | All initiated checkouts (value) |
| omni_achievement_unlocked | All unlocked achievements (value) |
| omni_activate_app | All app activations (value) |
| omni_level_achieved | All level achieved (value) |
| omni_rate | All rates (value) |
| omni_spend_credits | All spend credits (value) |
| omni_tutorial_completion | All tutorial completions (value) |
| omni_custom | All custom actions (value) |
| subscribe | subscribe (value) |
| start_trial_total | Trials started total (value) |
| start_trial_website | Website trials started (value) |
| start_trial_mobile_app | Mobile app trials started (value) |
| start_trial_offline | Offline trials started (value) |
| contact_total | Total Contacts (value) |
| contact_website | Website Contacts (value) |
| contact_mobile_app | Mobile App Contacts (value) |
| contact_offline | Offline contacts (value) |
| find_location_total | Total Location Searches (value) |
| find_location_website | Website Location Searches (value) |
| find_location_mobile_app | Mobile App Location Searches (value) |
| find_location_offline | Offline App Location Searches (value) |
Impression Category
| metric_name | Label | Description |
|---|---|---|
| impressions | Impressions | The total number of times your ads were on the screen |
| social_impressions | Social impressions | The number of times your ads were on the screen with social information |
| unique_impressions | Impressions (Unique) | The number of people who saw your ads at least once |
| newsfeed_impressions | Newsfeed impressions (Unique) | The number of times your ads were on the newsfeed |
| unique_social_impressions | Social impressions (Unique) | The number of people who saw your ads with social information at least once |
| full_view_impressions | Full view impressions | The number of times your ads were fully viewed on the screen |
Reach and Relevancy Category
| metric_name | Label | Description |
|---|---|---|
| reach | Reach | The number of people who saw your ads at least once |
| social_reach | Social Reach | The number of people who saw your ads with social information |
| frequency | Frequency | The average number of times each person saw your ad |
| newsfeed_avg_position | Newsfeed Avg position | The average position of your ad on the newsfeed |
| full_view_reach | Full view reach | The number of people who fully viewed your ads |
CTR Category
| metric_name | Label | Description |
|---|---|---|
| ctr | CTR | The percentage of times people saw your ad and performed a link click |
| unique_ctr | Unique CTR | The percentage of people who saw your ad and performed a link click |
| unique_link_clicks_ctr | Unique Link Clicks CTR | The percentage of unique link clicks to impressions |
| inline_link_click_ctr | Inline Link Click CTR | The percentage of inline link clicks to impressions |
| unique_inline_link_click_ctr | Unique Inline Link Click CTR | The percentage of unique inline link clicks to impressions |
Costs Category
| metric_name | Label | Description |
|---|---|---|
| spend | Spend | The total amount of money you've spent on your ad campaign |
| cpm | CPM | The average cost for 1,000 impressions |
| cpc | CPC | The average cost for each link click |
| cpp | CPP | The average cost per person reached |
| social_spend | Social Spend | The total amount of money you've spent on social features of your ad campaign |
| cost_per_inline_link_click | Cost per inline link click | The average cost of each inline link click |
| cost_per_inline_post_engagement | Cost per inline post engagement | The average cost of each inline post engagement |
| cost_per_unique_click | Cost per unique click | The average cost of each unique click |
| cost_per_unique_inline_link_click | Cost per unique inline link click | The average cost of each unique inline link click |
Cost per Action Category
| metric_name | Label | Description |
|---|---|---|
| cost_per_action_type.app_use | Cost per app use | The average cost for each app use |
| cost_per_action_type.app_install | Cost per app install | The average cost for each app install |
| cost_per_action_type.checkin | Cost per checkin | The average cost for each check-in on your page |
| cost_per_action_type.comment | Cost per post comment | The average cost for each comment on your post |
| cost_per_action_type.post_likes | Cost per post like | The average cost for each like on your post |
| cost_per_action_type.credit_spent | Cost per credit spend | The average cost for each credit spent on your app |
| cost_per_action_type.link_click | Cost per link click | The average cost for each link click on your ad |
| cost_per_action_type.like | Cost per page like | The average cost for each like on your page |
| cost_per_action_type.mention | Cost per page mention | The average cost for each mention of your page |
| cost_per_action_type.post | Cost per post shares | The average cost for each share of your post |
| cost_per_action_type.dwell | Cost per post dwell | The average cost for each dwell time on your post |
| cost_per_action_type.page_engagement | Cost per page engagement | The average cost for each engagement on your page |
| cost_per_action_type.post_engagement | Cost per post engagement | The average cost for each engagement on your post |
| cost_per_action_type.landing_page_view | Cost per landing page view | The average cost for each landing page view |
| cost_per_action_type.commerce_event_add_to_cart | Cost per commerce add to basket | The average cost for each add to basket event in your commerce platform |
| cost_per_action_type.commerce_event_purchase | Cost per commerce purchase | The average cost for each purchase event in your commerce platform |
| cost_per_action_type.commerce_event_message_to_buy | Cost per commerce message to buy | The average cost for each message to buy event in your commerce platform |
| cost_per_action_type.commerce_event_view_content | Cost per commerce product view | The average cost for each product view event in your commerce platform |
| cost_per_action_type.offsite_conversionfb_pixel_add_payment_info | Cost per offsite conversion - adds payment info | The average cost for each add payment info event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_add_to_cart | Cost per offsite conversion - adds to basket | The average cost for each add to basket event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_add_to_wishlist | Cost per offsite conversion - adds to wishlist | The average cost for each add to wishlist event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_complete_registration | Cost per offsite conversion - completed registrations | The average cost for each completed registration event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_custom | Cost per offsite conversion - custom | The average cost for each custom event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_initiate_checkout | Cost per offsite conversion - initiated checkouts | The average cost for each initiated checkout event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_lead | Cost per offsite conversion - lead | The average cost for each lead event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_search | Cost per offsite conversion - searches | The average cost for each search event tracked by your Facebook Pixel |
| cost_per_action_type.offsite_conversionfb_pixel_view_content | Cost per offsite conversion - view content | The average cost for each view content event tracked by your Facebook Pixel |
| cost_per_action_type.onsite_conversionflow_complete | Cost per on-site conversion conversion - flow complete | The average cost for each completed flow on your site |
| cost_per_action_type.onsite_conversionmessaging_block | Cost per on-site conversion - messaging conversation block | The average cost for each messaging conversation block on your site |
| cost_per_action_type.onsite_conversionmessaging_conversation_started_7d | Cost per on-site conversion - messaging conversation start | The average cost for each conversation started on your site in the last 7 days |
| cost_per_action_type.onsite_conversionmessaging_first_reply | Cost per on-site conversion - messaging conversations new | The average cost for each new messaging conversation started on your site |
| cost_per_action_type.onsite_conversionpost_save | Cost per on-site conversion - post save | The average cost for each post save on your site |
| cost_per_action_type.onsite_conversionpurchase | Cost per on-site conversion - purchase | The average cost for each purchase made on your site |
| cost_per_action_type.video_play | Cost per video clicks to play | The average cost for each click to play your video |
| cost_per_action_type.video_view | Cost per video view | The average cost for each view of your video |
| cost_per_action_type.app_engagement | Cost per app engagement | The average cost for each engagement with your app |
| cost_per_action_type.app_story | Cost per app story | The average cost for each story related to your app |
| cost_per_action_type.page_story | Cost per page story | The average cost for each story related to your page |
| cost_per_action_type.post_story | Cost per post story | The average cost for each story related to your post |
| cost_per_action_type.offsite_conversion | Cost per offsite conversion | The average cost for each offsite conversion |
| cost_per_action_type.onsite_conversion | Cost per onsite conversion | The average cost for each onsite conversion |
| cost_per_action_type.app_custom_event | Cost per app custom event | The average cost for each custom event in your app |
| cost_per_action_type.onsite_web_app_event | Cost per onsite web app event | The average cost for each web app event on your site |
| cost_per_action_type.mobile_app_retention | Cost per mobile app retention | The average cost for each retained user in your mobile app |
| cost_per_action_type.mobile_app_roas | Cost per mobile app ROAS | The average cost for each return on ad spend for your mobile app |
| cost_per_action_type.offsite_engagement | Cost per offsite engagement | The average cost for each offsite engagement |
| cost_per_action_type.store_visit_with_dwell | Cost per store visits with dwell | The average cost for each store visit with dwell time |
| cost_per_action_type.add_to_cart | Cost per add to cart | The average cost for each add to cart event |
| cost_per_action_type.onsite_app_add_to_cart | Cost per onsite app - Add to cart | The average cost for each add to cart event in your onsite app |
| cost_per_action_type.onsite_web_add_to_cart | Cost per onsite web - Add to cart | The average cost for each add to cart event on your website |
| cost_per_action_type.complete_registration | Cost per complete registration | The average cost for each completed registration event |
| cost_per_action_type.purchase | Cost per purchase | The average cost for each purchase event |
| cost_per_action_type.onsite_app_purchase | Cost per onsite app - Purchase | The average cost for each purchase event within your onsite app |
| cost_per_action_type.onsite_web_purchase | Cost per onsite web - Purchase | The average cost for each purchase event on your website |
| cost_per_action_type.search | Cost per search | The average cost for each search event |
| cost_per_action_type.view_content | Cost per view content | The average cost for each view content event |
| cost_per_action_type.onsite_app_view_content | Cost per onsite app - View content | The average cost for each view content event within your onsite app |
| cost_per_action_type.onsite_web_view_content | Cost per onsite web - View content | The average cost for each view content event on your website |
| cost_per_action_type.initiate_checkout | Cost per initiate checkout | The average cost for each initiate checkout event |
| cost_per_action_type.add_payment_info | Cost per add payment info | The average cost for each add payment info event |
| cost_per_action_type.add_to_wishlist | Cost per add to wishlist | The average cost for each add to wishlist event |
| cost_per_action_type.lead | Cost per lead | The average cost for each lead |
| cost_per_action_type.omni_app_install | Cost per All app installs | The average cost for each app install across all platforms |
| cost_per_action_type.omni_purchase | Cost per All purchases | The average cost for each purchase across all platforms |
| cost_per_action_type.omni_custom | Cost per All custom actions | The average cost for each custom action across all platforms |
| cost_per_action_type.subscribe | Cost per subscribe | The average cost for each subscription |
| cost_per_thruplay.video_view | Cost per thruplay | The average cost for each thruplay event (when the video is played to completion) |
| cost_per_action_type.contact_total | Cost per contact | The average cost for each contact event |
| cost_per_action_type.contact_website | Cost per website contact | The average cost for each contact event on your website |
| cost_per_action_type.contact_mobile_app | Cost per mobile app contact | The average cost for each contact event on your mobile app |
| cost_per_action_type.contact_offline | Cost per offline contact | The average cost for each offline contact event |
| cost_per_action_type.find_location_total | Cost per location search | The average cost for each location search event |
| cost_per_action_type.find_location_website | Cost per website location search | The average cost for each location search event on your website |
| cost_per_action_type.find_location_mobile_app | Cost per mobile app location search | The average cost for each location search event on your mobile app |
| cost_per_action_type.find_location_offline | Cost per offline app location search | The average cost for each offline location search event |
ROAS Category
| metric_name | Label | Description |
|---|---|---|
| website_purchase_roas.link_click | ROAS link click | Return on ad spend for each link click |
| website_purchase_roas.like | ROAS like | Return on ad spend for each "like" reaction |
| website_purchase_roas.mention | ROAS mention | Return on ad spend for each mention |
| website_purchase_roas.post | ROAS post | Return on ad spend for each post |
| website_purchase_roas.landing_page_view | ROAS landing page view | Return on ad spend for each landing page view |
| website_purchase_roas.comment | ROAS comment | Return on ad spend for each comment |
| website_purchase_roas.post_reaction | ROAS post reaction | Return on ad spend for each post reaction |
| website_purchase_roas.photo_view | ROAS photo view | Return on ad spend for each photo view |
| website_purchase_roas.video_view | ROAS video view | Return on ad spend for each video view |
| website_purchase_roas.post_engagement | ROAS post engagement | Return on ad spend for each post engagement |
| website_purchase_roas.page_engagement | ROAS page engagement | Return on ad spend for each page engagement |
| website_purchase_roas.onsite_conversionpost_save | ROAS post save | Return on ad spend for each saved post |
| website_purchase_roas.offsite_conversionfb_pixel_custom | ROAS FB pixel custom | Return on ad spend for each custom conversion event, tracked by Facebook Pixel |
| website_purchase_roas.offsite_conversionfb_pixel_lead | ROAS FB pixel lead | Return on ad spend for each lead conversion event, tracked by Facebook Pixel |
| website_purchase_roas.offsite_conversionfb_pixel_purchase | ROAS FB pixel purchase | Return on ad spend for each purchase conversion event, tracked by Facebook Pixel |
Video Category
| metric_name | Label | Description |
|---|---|---|
| video_30_sec_watched_actions.video_view | Video 30 sec watched | Count of videos watched for at least 30 seconds |
| video_avg_time_watched_actions.video_view | Video average time watched | Average time users spent watching the video |
| video_p100_watched_actions.video_view | Video 100% watched | Count of videos watched to 100% of their length |
| video_p25_watched_actions.video_view | Video 25% watched | Count of videos watched to at least 25% of their length |
| video_p50_watched_actions.video_view | Video 50% watched | Count of videos watched to at least 50% of their length |
| video_p75_watched_actions.video_view | Video 75% watched | Count of videos watched to at least 75% of their length |
| video_p95_watched_actions.video_view | Video 95% watched | Count of videos watched to at least 95% of their length |
| video_play_actions.video_view | Video played | Count of times the video was played |
Conversions Count Category
| metric_name | Label | Description |
|---|---|---|
| conversions.start_trial_total | Conversion trials started total (count) | Total count of trials started |
| conversions.start_trial_website | Conversion website trials started (count) | Count of trials started on the website |
| conversions.start_trial_mobile_app | Conversion mobile app trials started (count) | Count of trials started on the mobile app |
| conversions.start_trial_offline | Conversion offline trials started (count) | Count of trials started offline |
| conversions.contact_total | Conversion Contacts (count) | Total count of contacts made |
| conversions.contact_website | Conversion Website Contacts (count) | Count of contacts made on the website |
| conversions.contact_mobile_app | Conversion Mobile App Contacts (count) | Count of contacts made on the mobile app |
| conversions.contact_offline | Conversion Offline Contacts (count) | Count of contacts made offline |
| conversions.find_location_total | Conversion Total Location Searches (count) | Total count of location searches |
| conversions.find_location_website | Conversion Website Location Searches (count) | Count of location searches made on the website |
| conversions.find_location_mobile_app | Conversion Mobile App Location Searches (count) | Count of location searches made on the mobile app |
| conversions.find_location_offline | Conversion Offline App Location Searches (count) | Count of location searches made offline |
| conversions.lead | Conversion Leads (count) | Count of leads generated |
| conversions.landing_page_view | Conversion Landing Page Views (count) | Count of landing page views |
Conversion Value Category
| metric_name | Label | Description |
|---|---|---|
| conversion_values.start_trial_total | Conversion trials started total (value) | Total value generated from trials started |
| conversion_values.start_trial_website | Conversion website trials started (value) | Value generated from trials started on the website |
| conversion_values.start_trial_mobile_app | Conversion mobile app trials started (value) | Value generated from trials started on the mobile app |
| conversion_values.start_trial_offline | Conversion offline trials started (value) | Value generated from trials started offline |
| conversion_values.contact_total | Conversion Contacts (value) | Total value generated from contacts made |
| conversion_values.contact_website | Conversion Website Contacts (value) | Value generated from contacts made on the website |
| conversion_values.contact_mobile_app | Conversion Mobile App Contacts (value) | Value generated from contacts made on the mobile app |
| conversion_values.contact_offline | Conversion Offline Contacts (value) | Value generated from contacts made offline |
| conversion_values.find_location_total | Conversion Total Location Searches (value) | Total value generated from location searches |
| conversion_values.find_location_website | Conversion Website Location Searches (value) | Value generated from location searches made on the website |
| conversion_values.find_location_mobile_app | Conversion Mobile App Location Searches (value) | Value generated from location searches made on the mobile app |
| conversion_values.find_location_offline | Conversion Offline App Location Searches (value) | Value generated from location searches made offline |
| conversion_values.lead | Conversion lead (value) | Value generated from leads |
| conversion_values.landing_page_view | Conversion landing page view (value) | Value generated from landing page views |
Cost per Conversion Category
| metric_name | Label | Description |
|---|---|---|
| cost_per_conversion.start_trial_total | Cost per conversion trials started total | Average cost per trial started |
| cost_per_conversion.start_trial_website | Cost per conversion website trials started | Average cost per trial started on the website |
| cost_per_conversion.start_trial_mobile_app | Cost per conversion mobile app trials started | Average cost per trial started on the mobile app |
| cost_per_conversion.start_trial_offline | Cost per conversion offline trials started | Average cost per trial started offline |
| cost_per_conversion.contact_total | Cost per conversion contact | Average cost per contact made |
| cost_per_conversion.contact_website | Cost per conversion website contact | Average cost per contact made on the website |
| cost_per_conversion.contact_mobile_app | Cost per conversion mobile app contacts | Average cost per contact made on the mobile app |
| cost_per_conversion.contact_offline | Cost per conversion offline contacts | Average cost per contact made offline |
| cost_per_conversion.find_location_total | Cost per conversion total location searches | Average cost per location search |
| cost_per_conversion.find_location_website | Cost per conversion website location searches | Average cost per location search on the website |
| cost_per_conversion.find_location_mobile_app | Cost per conversion mobile app location searches | Average cost per location search on the mobile app |
| cost_per_conversion.find_location_offline | Cost per conversion offline location searches | Average cost per location search offline |
| cost_per_conversion.lead | Cost per conversion lead | Average cost per lead generated |
| cost_per_conversion.landing_page_view | Cost per conversion landing page view | Average cost per landing page view |
Ad Recall Category
| metric_name | Label | Description |
|---|---|---|
| cost_per_estimated_ad_recallers | Cost per estimated ad recallers | The average cost for each individual who is estimated to recall your ad |
| estimated_ad_recall_rate | Estimated ad recall rate | The estimated percentage of people who remember seeing your ad within 2 days |
| estimated_ad_recallers | Estimated ad recallers | The estimated number of people who remember seeing your ad within 2 days |
Attributes (Dimensions)
Attribute | Ad reporting level (16) | Ad set reporting level (14) | Campaign reporting level (10) | Account reporting level (6) |
Reporting date start |
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Reporting date stop |
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Insert date |
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Account ID |
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Account name |
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Account currency |
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Campaign ID |
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Campaign name |
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Campaign objective |
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Campaign buying type |
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Ad Set ID |
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Ad Set name |
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Created time |
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Updated time |
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Ad ID |
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Ad name |
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Breakdowns(max 3)
Optional settings
Unless you already know what you’re doing, we recommend skipping this step and keeping the preselected values. You can find more information in our documentation.
Breakdowns Limitations
Unavailable Fields
The following fields cannot be requested when specifying a breakdown:
- app_store_clicks
- newsfeed_avg_position
- newsfeed_clicks
- relevance_score
- newsfeed_impressions
Restrictions for Off-Facebook Action Metrics
The following breakdowns will no longer be available for off-Facebook action metrics with the exception of metrics for app campaigns exclusively targeting Android or iOS 14.4 and below:
- Type 1
- country
- region
- dma
- hourly_stats_aggregated_by_audience_time_zone
- hourly_stats_aggregated_by_advertiser_time_zone
- age
- gender
- action_device
- device_platform
- platform_position
- publisher_platform
- impression_device
- action_target_id
- Type 2
- product_id
- action_carousel_card_id/action_carousel_card_name
- Dynamic Creative Breakdowns
- ad_format_asset
- body_asset
- call_to_action_asset
- description_asset
- image_asset
- link_url_asset
- title_asset
- video_asset
Rules Related to the Above Breakdowns:
- Type 1 — These breakdown values are put into unknown or uncategorized buckets (e.g., for target Id it would be 0).
- Type 2 — The Insights API will not return any rows if the query contains this breakdown along with offsite metrics (e.g., actions metric with Type 2 breakdowns).
NOTE
The breakdowns listed above will still be supported for on-Facebook metrics such as impressions, link clicks, etc. The changes will also not impact historical data prior to April 27, 2021; breakdowns for historical data will continue to be available.
Time breakdowns
- Daily
- 7 days
- Monthly
- None
Generic Breakdowns
| Breakdown Name | Label | Description |
|---|---|---|
| ad_format_asset | Ad format asset | The ID of the ad format asset involved in impression, click, or action. |
| age | Age | The age range of the people you've reached. |
| body_asset | Body asset | The ID of the body asset involved in impression, click or action. |
| call_to_action_asset | Call to action asset | The ID of the call to action asset involved in impression, click, or action. |
| country | Country | The countries where the people you've reached are located. This is based on information such as a person's hometown, their current city and the geographical location where they tend to be when they visit Facebook. |
| description_asset | Description asset | The ID of the description asset involved in impression, click or action. |
| device_platform | Device platform | The type of device, mobile or desktop, is used by people when they viewed or clicked on an ad, as shown in ads reporting. |
| dma | DMA | DMA (Designated Market Area) regions are the 210 geographic areas in the United States in which local television viewing is measured by The Nielsen Company. |
| frequency_value | Frequency | The number of times an ad in your Reach and Frequency campaign was served to each person. |
| gender | Gender | Gender of people you've reached. People who don't list their gender are shown as 'not specified'. |
| image_asset | Image asset | The ID of the image asset involved in impression, click or action. |
| impression_device | Impression device | The device where your last ad was served to someone on Facebook. For example "iPhone" if someone viewed your ad on an iPhone. |
| link_url_asset | Link URL asset | The ID of the URL asset involved in impression, click or action. |
| place_page_id | Place page ID | The ID of the place page involved in impression or click. NOTE: Account level insights and page_place_id are not compatible with each other, so they cannot be queried together. |
| platform_position | Platform position | Where your ad was shown within a platform, for example on Facebook desktop News Feed, or Instagram Mobile News Feed. |
| product_id | Product ID | The ID and name of the product involved in impression, click, or action. |
| publisher_platform | Publisher platform | Which platform your ad was shown, for example on Facebook, Instagram, or Audience Network. |
| region | Region | The regions where the people you've reached are located. This is based on information such as a person's hometown, their current city and the geographical location where they tend to be when they visit Facebook. |
| title_asset | Title asset | The ID of the title asset involved in impression, click or action. |
| video_asset | Video asset | The ID of the video asset involved in impression, click or action. |
Attribution Window
The number of days between when someone viewed or clicked your ad and then took action on your website is referred to as the Attribution window.
- 7-day click - the algorithm will optimize for people who are likely to convert in 7 days after clicking on your ad respectively.
- 7-day click, 1 view - the algorithm will optimize for people who are likely to convert within 7 days after clicking on an ad or viewing it on the same day.
TIP:
If you have less than 50 conversions per week, you’ll only be able to select the 7-days click or 1-day view option. If you have more than 50 conversions per week, Facebook can optimize for the rest of the options as well.
Action Report Time
Determines the report time of action stats.
- On conversion date - reporting action (conversion) on the day of the conversion.
- On impression date - reporting action (conversion) on the day of the impression.
EXAMPLE:
If a person viewed the ad on Jan 1st but converted on Jan 2nd
- when you query the API with action_report_time=impression, you see a conversion on Jan 1st,
- when you query the API with action_report_time=conversion, you see a conversion on Jan 2nd.
Advanced Filtering
After choosing the option Yes from the drop-down, you can insert your own code to create your Filter statement. You can also choose if the Filter statement will be included in the table.
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