Facebook Ads Fields References
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Facebook Ads Fields References

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Article summary

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 NameLabelDescription
clicksTotal clicksTotal clicks
inline_link_clicksInline link clicksInline link clicks
inline_post_engagementInline post engagementInline post engagement
link_clickLink clicks (count)Link clicks (count)
likePage likes (count)Page likes (count)
actions.postPost shares (count)Post shares (count)
commentPost comments (count)Post comments (count)
post_likePost likes (count)Post likes (count)
page_engagementPage engagement (count)Page engagement (count)
post_engagementPost engagement (count)Post engagement (count)
checkinCheckins (count)Checkins (count)
app_useApp uses (count)App uses (count)
app_installApp installs (count)App installs (count)
photo_viewPhoto view (count)Photo view (count)
post_reactionPost reaction (count)Post reaction (count)
rsvpEvent responses (count)Event responses (count)
credit_spentCredit Spends (count)Credit Spends (count)
gamesplaysGame plays (count)Game plays (count)
landing_page_viewLanding 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.
leadgenotherLeads - Form (count)The number of leads generated via Facebook Lead Ads forms.
mobile_app_installMobile App Installs (count)The number of people who installed your app after clicking on your ad.
offsite_conversionfb_pixel_add_to_cartOffsite 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_wishlistOffsite 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_leadOffsite 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_customOffsite Conversion - Custom (count)The number of conversions that you defined when setting up the Facebook pixel, such as registrations or checkouts.
offsite_conversionfb_pixel_purchaseOffsite 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_checkoutOffsite 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_registrationOffsite 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_contentOffsite 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_infoOffsite 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_searchOffsite Conversion - Searches (count)The number of searches made by people who clicked on your ad and got redirected to your website.
onsite_conversionlead_groupedOnsite Conversion - Lead Grouped (count)The number of leads generated through your website or app.
onsite_conversionflow_completeOnsite 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_blockOnsite conversion - messaging conversation block (count)Count of users who have completed a conversation with the business on messenger
onsite_conversionmessaging_conversation_started_7dOnsite conversion - messaging conversation start (count)Count of unique conversations started on messenger in the last 7 days
onsite_conversionmessaging_first_replyOnsite conversion - messaging conversation new (count)Count of users who started a new conversation with the business on messenger
onsite_conversionpost_saveOnsite conversion - post save (count)Count of times users saved a post
onsite_conversionpurchaseOnsite conversion - purchase (count)Count of purchases made on website or app after clicking on ad
video_viewVideo views (count)Number of times a video has been viewed for at least 3 seconds
app_engagementApp engagement (count)Actions that people take while using your app, such as likes, shares and comments
app_storyApp story (count)Number of stories created by people about your app
page_storyPage story (count)Number of stories created by people about your Page
post_storyPost story (count)Number of stories created by people about your posts
offsite_conversionOffsite conversion (count)Number of conversions that happened off Facebook after someone interacted with your ad
onsite_conversionOnsite conversion (count)Number of conversions that happened on your website or app after someone clicked your ad
app_custom_eventApp custom event (count)Number of times a specific app event occurred
onsite_web_app_eventOnsite 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_retentionMobile 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_roasMobile 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_engagementOffsite engagement (count)Count of engagements that occur offsite.
store_visit_with_dwellStore visits with dwell (count)Count of store visits with a specified dwell time.
add_to_cartAdd to cart (count)Count of items added to the cart.
onsite_app_add_to_cartOnsite app - Add to cart (count)Count of items added to the cart within the app.
onsite_web_add_to_cartOnsite web - Add to cart (count)Count of items added to the cart on the website.
complete_registrationComplete registration (count)Count of completed user registrations.
purchasePurchaseCount of purchases made.
onsite_app_purchaseOnsite app - Purchase (count)Count of purchases made within the app.
onsite_web_purchaseOnsite web - Purchase (count)Count of purchases made on the website.
searchSearch (count)Count of searches performed.
view_contentView content (count)Count of content views.
onsite_app_view_contentOnsite app - View content (count)Count of content views within the app.
onsite_web_view_contentOnsite web - View content (count)Count of content views on the website.
initiate_checkoutInitiate checkout (count)Count of checkout initiations.
add_payment_infoAdd payment info (count)Count of added payment information.
add_to_wishlistAdd to wishlist (count)Count of items added to the wishlist.
leadLeads (count)Count of generated leads.
omni_app_installAll app installs (count)Count of installs for all apps.
omni_purchaseAll purchases (count)Count of all purchases.
omni_add_to_cartAll add to cart (count)Count of all items added to the cart.
omni_complete_registrationAll completed registrations (count)Count of all completed user registrations.
omni_view_contentAll content views (count)Count of all content views.
omni_searchAll searches (count)Count of all searches performed.
omni_initiated_checkoutAll initiated checkouts (count)Count of all checkout initiations.
omni_achievement_unlockedAll unlocked achievements (count)Count of all unlocked achievements.
omni_activate_appAll app activations (count)Count of all app activations.
omni_level_achievedAll level achieved (count)Count of all achieved levels.
omni_rateAll rates (count)Count of all rates given.
omni_spend_creditsAll spend credits (count)Count of all credits spent.
omni_tutorial_completionAll tutorial completions (count)
omni_customAll custom actions (count)Total number of custom actions initiated across all platforms
subscribeSubscribe (count)Total number of subscriptions made
start_trial_totalTrials started total (count)Total number of trials started across all platforms
start_trial_websiteWebsite trials started (count)Number of trials started via the website
start_trial_mobile_appMobile app trials started (count)Number of trials started via the mobile app
start_trial_offlineOffline trials started (count)Number of trials started offline
contact_totalTotal Contacts (count)Total number of contacts made across all platforms
contact_websiteWebsite Contacts (count)Number of contacts made via the website
contact_mobile_appMobile App Contacts (count)Number of contacts made via the mobile app
contact_offlineOffline Contacts (count)Number of contacts made offline
find_location_totalTotal Location Searches (count)Total number of location searches made across all platforms
find_location_websiteWebsite Location Searches (count)Number of location searches made via the website
find_location_mobile_appMobile App Location Searches (count)Number of location searches made via the mobile app
find_location_offlineOffline App Location Searches (count)Number of location searches made offline

Action Values

metric_nameLabel
action_values.app_installApp installs (value)
app_useApp uses (value)
checkinCheckins (value)
commentPost comments (value)
credit_spentCredit Spends (value)
post_likePost like (value)
post_engagementPost engagement (value)
gamesplaysGame plays (value)
landing_page_viewLanding page views (value)
leadgenotherLeads - Form (value)
likePage likes (value)
link_clickLink clicks (value)
mobile_app_installMobile app installs (value)
leadLeads (value)
offsite_conversionfb_pixel_add_payment_infoOffsite conversion - adds payment info (value)
offsite_conversionfb_pixel_add_to_cartOffsite conversion - add to basket (value)
offsite_conversionfb_pixel_add_to_wishlistOffsite conversion - adds to wishlist (value)
offsite_conversionfb_pixel_complete_registrationOffsite conversion - completed registrations (value)
offsite_conversionfb_pixel_customOffsite conversion - custom (value)
offsite_conversionfb_pixel_initiate_checkoutOffsite conversion - initiated checkouts (value)
offsite_conversionfb_pixel_leadOffsite conversion - lead (value)
offsite_conversionfb_pixel_purchaseOffsite conversion - purchases (value)
offsite_conversionfb_pixel_searchOffsite conversion - searches (value)
offsite_conversionfb_pixel_view_contentOffsite conversion - view content (value)
onsite_conversionflow_completeOn-site conversion - flow complete (value)
onsite_conversionlead_groupedOn-site conversion - lead grouped (value)
onsite_conversionmessaging_blockOn-site conversion - messaging conversation block (value)
onsite_conversionmessaging_conversation_started_7dOn-site conversion - messaging conversation start (value)
onsite_conversionmessaging_first_replyOn-site conversion - messaging conversation new (value)
onsite_conversionpost_saveOn-site conversion - post save (value)
onsite_conversionpurchaseOn-site conversion - purchase (value)
photo_viewPhoto view (value)
postPost shares (value)
post_reactionPost reaction (value)
rsvpRSVP (value)
video_viewVideo views (value)
app_engagementApp engagement (value)
app_storyApp story (value)
page_engagementPage engagement (value)
page_storyPage story (value)
post_storyPost story (value)
offsite_conversionOffsite conversion (value)
onsite_conversionOnsite conversion (value)
app_custom_eventApp custom event (value)
onsite_web_app_eventOnsite web app event (value)
mobile_app_retentionMobile app retention (value)
mobile_app_roasMobile app ROAS (value)
offsite_engagementOffsite engagement (value)
store_visit_with_dwellStore visits with dwell (value)
add_to_cartAdd to cart (value)
onsite_app_add_to_cartOnsite app - Add to cart (value)
onsite_web_add_to_cartOnsite web - Add to cart (value)
complete_registrationComplete registration (value)
purchasePurchase (value)
onsite_app_purchaseOnsite app - Purchase (value)
onsite_web_purchaseOnsite web - Purchase (value)
searchSearch (value)
view_contentView content (value)
onsite_app_view_contentOnsite app - View content (value)
onsite_web_view_contentOnsite web - View content (value)
initiate_checkoutInitiate checkout (value)
add_payment_infoAdd payment info (value)
add_to_wishlistAdd to wishlist (value)
omni_app_installAll app installs (value)
omni_purchaseAll purchases value (value)
omni_add_to_cartAll add to cart (value)
omni_complete_registrationAll completed registrations (value)
omni_view_contentAll content views (value)
omni_searchAll searches (value)
omni_initiated_checkoutAll initiated checkouts (value)
omni_achievement_unlockedAll unlocked achievements (value)
omni_activate_appAll app activations (value)
omni_level_achievedAll level achieved (value)
omni_rateAll rates (value)
omni_spend_creditsAll spend credits (value)
omni_tutorial_completionAll tutorial completions (value)
omni_customAll custom actions (value)
subscribesubscribe (value)
start_trial_totalTrials started total (value)
start_trial_websiteWebsite trials started (value)
start_trial_mobile_appMobile app trials started (value)
start_trial_offlineOffline trials started (value)
contact_totalTotal Contacts (value)
contact_websiteWebsite Contacts (value)
contact_mobile_appMobile App Contacts (value)
contact_offlineOffline contacts (value)
find_location_totalTotal Location Searches (value)
find_location_websiteWebsite Location Searches (value)
find_location_mobile_appMobile App Location Searches (value)
find_location_offlineOffline App Location Searches (value)

Impression Category

metric_nameLabelDescription
impressionsImpressionsThe total number of times your ads were on the screen
social_impressionsSocial impressionsThe number of times your ads were on the screen with social information
unique_impressionsImpressions (Unique)The number of people who saw your ads at least once
newsfeed_impressionsNewsfeed impressions (Unique)The number of times your ads were on the newsfeed
unique_social_impressionsSocial impressions (Unique)The number of people who saw your ads with social information at least once
full_view_impressionsFull view impressionsThe number of times your ads were fully viewed on the screen

Reach and Relevancy Category

metric_nameLabelDescription
reachReachThe number of people who saw your ads at least once
social_reachSocial ReachThe number of people who saw your ads with social information
frequencyFrequencyThe average number of times each person saw your ad
newsfeed_avg_positionNewsfeed Avg positionThe average position of your ad on the newsfeed
full_view_reachFull view reachThe number of people who fully viewed your ads

CTR Category

metric_nameLabelDescription
ctrCTRThe percentage of times people saw your ad and performed a link click
unique_ctrUnique CTRThe percentage of people who saw your ad and performed a link click
unique_link_clicks_ctrUnique Link Clicks CTRThe percentage of unique link clicks to impressions
inline_link_click_ctrInline Link Click CTRThe percentage of inline link clicks to impressions
unique_inline_link_click_ctrUnique Inline Link Click CTRThe percentage of unique inline link clicks to impressions

Costs Category

metric_nameLabelDescription
spendSpendThe total amount of money you've spent on your ad campaign
cpmCPMThe average cost for 1,000 impressions
cpcCPCThe average cost for each link click
cppCPPThe average cost per person reached
social_spendSocial SpendThe total amount of money you've spent on social features of your ad campaign
cost_per_inline_link_clickCost per inline link clickThe average cost of each inline link click
cost_per_inline_post_engagementCost per inline post engagementThe average cost of each inline post engagement
cost_per_unique_clickCost per unique clickThe average cost of each unique click
cost_per_unique_inline_link_clickCost per unique inline link clickThe average cost of each unique inline link click

Cost per Action Category

metric_nameLabelDescription
cost_per_action_type.app_useCost per app useThe average cost for each app use
cost_per_action_type.app_installCost per app installThe average cost for each app install
cost_per_action_type.checkinCost per checkinThe average cost for each check-in on your page
cost_per_action_type.commentCost per post commentThe average cost for each comment on your post
cost_per_action_type.post_likesCost per post likeThe average cost for each like on your post
cost_per_action_type.credit_spentCost per credit spendThe average cost for each credit spent on your app
cost_per_action_type.link_clickCost per link clickThe average cost for each link click on your ad
cost_per_action_type.likeCost per page likeThe average cost for each like on your page
cost_per_action_type.mentionCost per page mentionThe average cost for each mention of your page
cost_per_action_type.postCost per post sharesThe average cost for each share of your post
cost_per_action_type.dwellCost per post dwellThe average cost for each dwell time on your post
cost_per_action_type.page_engagementCost per page engagementThe average cost for each engagement on your page
cost_per_action_type.post_engagementCost per post engagementThe average cost for each engagement on your post
cost_per_action_type.landing_page_viewCost per landing page viewThe average cost for each landing page view
cost_per_action_type.commerce_event_add_to_cartCost per commerce add to basketThe average cost for each add to basket event in your commerce platform
cost_per_action_type.commerce_event_purchaseCost per commerce purchaseThe average cost for each purchase event in your commerce platform
cost_per_action_type.commerce_event_message_to_buyCost per commerce message to buyThe average cost for each message to buy event in your commerce platform
cost_per_action_type.commerce_event_view_contentCost per commerce product viewThe average cost for each product view event in your commerce platform
cost_per_action_type.offsite_conversionfb_pixel_add_payment_infoCost per offsite conversion - adds payment infoThe average cost for each add payment info event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_add_to_cartCost per offsite conversion - adds to basketThe average cost for each add to basket event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_add_to_wishlistCost per offsite conversion - adds to wishlistThe average cost for each add to wishlist event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_complete_registrationCost per offsite conversion - completed registrationsThe average cost for each completed registration event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_customCost per offsite conversion - customThe average cost for each custom event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_initiate_checkoutCost per offsite conversion - initiated checkoutsThe average cost for each initiated checkout event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_leadCost per offsite conversion - leadThe average cost for each lead event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_searchCost per offsite conversion - searchesThe average cost for each search event tracked by your Facebook Pixel
cost_per_action_type.offsite_conversionfb_pixel_view_contentCost per offsite conversion - view contentThe average cost for each view content event tracked by your Facebook Pixel
cost_per_action_type.onsite_conversionflow_completeCost per on-site conversion conversion - flow completeThe average cost for each completed flow on your site
cost_per_action_type.onsite_conversionmessaging_blockCost per on-site conversion - messaging conversation blockThe average cost for each messaging conversation block on your site
cost_per_action_type.onsite_conversionmessaging_conversation_started_7dCost per on-site conversion - messaging conversation startThe average cost for each conversation started on your site in the last 7 days
cost_per_action_type.onsite_conversionmessaging_first_replyCost per on-site conversion - messaging conversations newThe average cost for each new messaging conversation started on your site
cost_per_action_type.onsite_conversionpost_saveCost per on-site conversion - post saveThe average cost for each post save on your site
cost_per_action_type.onsite_conversionpurchaseCost per on-site conversion - purchaseThe average cost for each purchase made on your site
cost_per_action_type.video_playCost per video clicks to playThe average cost for each click to play your video
cost_per_action_type.video_viewCost per video viewThe average cost for each view of your video
cost_per_action_type.app_engagementCost per app engagementThe average cost for each engagement with your app
cost_per_action_type.app_storyCost per app storyThe average cost for each story related to your app
cost_per_action_type.page_storyCost per page storyThe average cost for each story related to your page
cost_per_action_type.post_storyCost per post storyThe average cost for each story related to your post
cost_per_action_type.offsite_conversionCost per offsite conversionThe average cost for each offsite conversion
cost_per_action_type.onsite_conversionCost per onsite conversionThe average cost for each onsite conversion
cost_per_action_type.app_custom_eventCost per app custom eventThe average cost for each custom event in your app
cost_per_action_type.onsite_web_app_eventCost per onsite web app eventThe average cost for each web app event on your site
cost_per_action_type.mobile_app_retentionCost per mobile app retentionThe average cost for each retained user in your mobile app
cost_per_action_type.mobile_app_roasCost per mobile app ROASThe average cost for each return on ad spend for your mobile app
cost_per_action_type.offsite_engagementCost per offsite engagementThe average cost for each offsite engagement
cost_per_action_type.store_visit_with_dwellCost per store visits with dwellThe average cost for each store visit with dwell time
cost_per_action_type.add_to_cartCost per add to cartThe average cost for each add to cart event
cost_per_action_type.onsite_app_add_to_cartCost per onsite app - Add to cartThe average cost for each add to cart event in your onsite app
cost_per_action_type.onsite_web_add_to_cartCost per onsite web - Add to cartThe average cost for each add to cart event on your website
cost_per_action_type.complete_registrationCost per complete registrationThe average cost for each completed registration event
cost_per_action_type.purchaseCost per purchaseThe average cost for each purchase event
cost_per_action_type.onsite_app_purchaseCost per onsite app - PurchaseThe average cost for each purchase event within your onsite app
cost_per_action_type.onsite_web_purchaseCost per onsite web - PurchaseThe average cost for each purchase event on your website
cost_per_action_type.searchCost per searchThe average cost for each search event
cost_per_action_type.view_contentCost per view contentThe average cost for each view content event
cost_per_action_type.onsite_app_view_contentCost per onsite app - View contentThe average cost for each view content event within your onsite app
cost_per_action_type.onsite_web_view_contentCost per onsite web - View contentThe average cost for each view content event on your website
cost_per_action_type.initiate_checkoutCost per initiate checkoutThe average cost for each initiate checkout event
cost_per_action_type.add_payment_infoCost per add payment infoThe average cost for each add payment info event
cost_per_action_type.add_to_wishlistCost per add to wishlistThe average cost for each add to wishlist event
cost_per_action_type.leadCost per leadThe average cost for each lead
cost_per_action_type.omni_app_installCost per All app installsThe average cost for each app install across all platforms
cost_per_action_type.omni_purchaseCost per All purchasesThe average cost for each purchase across all platforms
cost_per_action_type.omni_customCost per All custom actionsThe average cost for each custom action across all platforms
cost_per_action_type.subscribeCost per subscribeThe average cost for each subscription
cost_per_thruplay.video_viewCost per thruplayThe average cost for each thruplay event (when the video is played to completion)
cost_per_action_type.contact_totalCost per contactThe average cost for each contact event
cost_per_action_type.contact_websiteCost per website contactThe average cost for each contact event on your website
cost_per_action_type.contact_mobile_appCost per mobile app contactThe average cost for each contact event on your mobile app
cost_per_action_type.contact_offlineCost per offline contactThe average cost for each offline contact event
cost_per_action_type.find_location_totalCost per location searchThe average cost for each location search event
cost_per_action_type.find_location_websiteCost per website location searchThe average cost for each location search event on your website
cost_per_action_type.find_location_mobile_appCost per mobile app location searchThe average cost for each location search event on your mobile app
cost_per_action_type.find_location_offlineCost per offline app location searchThe average cost for each offline location search event

ROAS Category

metric_nameLabelDescription
website_purchase_roas.link_clickROAS link clickReturn on ad spend for each link click
website_purchase_roas.likeROAS likeReturn on ad spend for each "like" reaction
website_purchase_roas.mentionROAS mentionReturn on ad spend for each mention
website_purchase_roas.postROAS postReturn on ad spend for each post
website_purchase_roas.landing_page_viewROAS landing page viewReturn on ad spend for each landing page view
website_purchase_roas.commentROAS commentReturn on ad spend for each comment
website_purchase_roas.post_reactionROAS post reactionReturn on ad spend for each post reaction
website_purchase_roas.photo_viewROAS photo viewReturn on ad spend for each photo view
website_purchase_roas.video_viewROAS video viewReturn on ad spend for each video view
website_purchase_roas.post_engagementROAS post engagementReturn on ad spend for each post engagement
website_purchase_roas.page_engagementROAS page engagementReturn on ad spend for each page engagement
website_purchase_roas.onsite_conversionpost_saveROAS post saveReturn on ad spend for each saved post
website_purchase_roas.offsite_conversionfb_pixel_customROAS FB pixel customReturn on ad spend for each custom conversion event, tracked by Facebook Pixel
website_purchase_roas.offsite_conversionfb_pixel_leadROAS FB pixel leadReturn on ad spend for each lead conversion event, tracked by Facebook Pixel
website_purchase_roas.offsite_conversionfb_pixel_purchaseROAS FB pixel purchaseReturn on ad spend for each purchase conversion event, tracked by Facebook Pixel

Video Category

metric_nameLabelDescription
video_30_sec_watched_actions.video_viewVideo 30 sec watchedCount of videos watched for at least 30 seconds
video_avg_time_watched_actions.video_viewVideo average time watchedAverage time users spent watching the video
video_p100_watched_actions.video_viewVideo 100% watchedCount of videos watched to 100% of their length
video_p25_watched_actions.video_viewVideo 25% watchedCount of videos watched to at least 25% of their length
video_p50_watched_actions.video_viewVideo 50% watchedCount of videos watched to at least 50% of their length
video_p75_watched_actions.video_viewVideo 75% watchedCount of videos watched to at least 75% of their length
video_p95_watched_actions.video_viewVideo 95% watchedCount of videos watched to at least 95% of their length
video_play_actions.video_viewVideo playedCount of times the video was played

Conversions Count Category

metric_nameLabelDescription
conversions.start_trial_totalConversion trials started total (count)Total count of trials started
conversions.start_trial_websiteConversion website trials started (count)Count of trials started on the website
conversions.start_trial_mobile_appConversion mobile app trials started (count)Count of trials started on the mobile app
conversions.start_trial_offlineConversion offline trials started (count)Count of trials started offline
conversions.contact_totalConversion Contacts (count)Total count of contacts made
conversions.contact_websiteConversion Website Contacts (count)Count of contacts made on the website
conversions.contact_mobile_appConversion Mobile App Contacts (count)Count of contacts made on the mobile app
conversions.contact_offlineConversion Offline Contacts (count)Count of contacts made offline
conversions.find_location_totalConversion Total Location Searches (count)Total count of location searches
conversions.find_location_websiteConversion Website Location Searches (count)Count of location searches made on the website
conversions.find_location_mobile_appConversion Mobile App Location Searches (count)Count of location searches made on the mobile app
conversions.find_location_offlineConversion Offline App Location Searches (count)Count of location searches made offline
conversions.leadConversion Leads (count)Count of leads generated
conversions.landing_page_viewConversion Landing Page Views (count)Count of landing page views

Conversion Value Category

metric_nameLabelDescription
conversion_values.start_trial_totalConversion trials started total (value)Total value generated from trials started
conversion_values.start_trial_websiteConversion website trials started (value)Value generated from trials started on the website
conversion_values.start_trial_mobile_appConversion mobile app trials started (value)Value generated from trials started on the mobile app
conversion_values.start_trial_offlineConversion offline trials started (value)Value generated from trials started offline
conversion_values.contact_totalConversion Contacts (value)Total value generated from contacts made
conversion_values.contact_websiteConversion Website Contacts (value)Value generated from contacts made on the website
conversion_values.contact_mobile_appConversion Mobile App Contacts (value)Value generated from contacts made on the mobile app
conversion_values.contact_offlineConversion Offline Contacts (value)Value generated from contacts made offline
conversion_values.find_location_totalConversion Total Location Searches (value)Total value generated from location searches
conversion_values.find_location_websiteConversion Website Location Searches (value)Value generated from location searches made on the website
conversion_values.find_location_mobile_appConversion Mobile App Location Searches (value)Value generated from location searches made on the mobile app
conversion_values.find_location_offlineConversion Offline App Location Searches (value)Value generated from location searches made offline
conversion_values.leadConversion lead (value)Value generated from leads
conversion_values.landing_page_viewConversion landing page view (value)Value generated from landing page views

Cost per Conversion Category

metric_nameLabelDescription
cost_per_conversion.start_trial_totalCost per conversion trials started totalAverage cost per trial started
cost_per_conversion.start_trial_websiteCost per conversion website trials startedAverage cost per trial started on the website
cost_per_conversion.start_trial_mobile_appCost per conversion mobile app trials startedAverage cost per trial started on the mobile app
cost_per_conversion.start_trial_offlineCost per conversion offline trials startedAverage cost per trial started offline
cost_per_conversion.contact_totalCost per conversion contactAverage cost per contact made
cost_per_conversion.contact_websiteCost per conversion website contactAverage cost per contact made on the website
cost_per_conversion.contact_mobile_appCost per conversion mobile app contactsAverage cost per contact made on the mobile app
cost_per_conversion.contact_offlineCost per conversion offline contactsAverage cost per contact made offline
cost_per_conversion.find_location_totalCost per conversion total location searchesAverage cost per location search
cost_per_conversion.find_location_websiteCost per conversion website location searchesAverage cost per location search on the website
cost_per_conversion.find_location_mobile_appCost per conversion mobile app location searchesAverage cost per location search on the mobile app
cost_per_conversion.find_location_offlineCost per conversion offline location searchesAverage cost per location search offline
cost_per_conversion.leadCost per conversion leadAverage cost per lead generated
cost_per_conversion.landing_page_viewCost per conversion landing page viewAverage cost per landing page view

Ad Recall Category

metric_nameLabelDescription
cost_per_estimated_ad_recallersCost per estimated ad recallersThe average cost for each individual who is estimated to recall your ad
estimated_ad_recall_rateEstimated ad recall rateThe estimated percentage of people who remember seeing your ad within 2 days
estimated_ad_recallersEstimated ad recallersThe 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 NameLabelDescription
ad_format_assetAd format assetThe ID of the ad format asset involved in impression, click, or action.
ageAgeThe age range of the people you've reached.
body_assetBody assetThe ID of the body asset involved in impression, click or action.
call_to_action_assetCall to action assetThe ID of the call to action asset involved in impression, click, or action.
countryCountryThe 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_assetDescription assetThe ID of the description asset involved in impression, click or action.
device_platformDevice platformThe type of device, mobile or desktop, is used by people when they viewed or clicked on an ad, as shown in ads reporting.
dmaDMADMA (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_valueFrequencyThe number of times an ad in your Reach and Frequency campaign was served to each person.
genderGenderGender of people you've reached. People who don't list their gender are shown as 'not specified'.
image_assetImage assetThe ID of the image asset involved in impression, click or action.
impression_deviceImpression deviceThe device where your last ad was served to someone on Facebook. For example "iPhone" if someone viewed your ad on an iPhone.
link_url_assetLink URL assetThe ID of the URL asset involved in impression, click or action.
place_page_idPlace page IDThe 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_positionPlatform positionWhere your ad was shown within a platform, for example on Facebook desktop News Feed, or Instagram Mobile News Feed.
product_idProduct IDThe ID and name of the product involved in impression, click, or action.
publisher_platformPublisher platformWhich platform your ad was shown, for example on Facebook, Instagram, or Audience Network.
regionRegionThe 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_assetTitle assetThe ID of the title asset involved in impression, click or action.
video_assetVideo assetThe 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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