Facebook Ads Fields References

Learn more about metrics, attributes, breakdowns and advanced filtering available on the Facebook Ads connector in Dataddo.

Facebook Ads - fields

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Metrics

Action Metrics - Actions attributed to ads

metric_name Label
clicks Total clicks
inline_link_clicks Inline link clicks
inline_post_engagement Inline post engagement
link_click Link clicks (count)
like Page likes (count)
actions.post Post shares (count)
comment Post comments (count)
post_like Post likes (count)
page_engagement Page engagement (count)
post_engagement Post engagement (count)
checkin Checkins (count)
app_use App uses (count)
app_install App installs (count)
photo_view Photo view (count)
post_reaction Post reaction (count)
rsvp Event responses (count)
credit_spent Credit Spends (count)
gamesplays Game plays (count)
landing_page_view Landing page views (count)
leadgenother Leads - Form (count)
mobile_app_install Mobile app installs (count)
offsite_conversionfb_pixel_add_to_cart Offsite conversion - add to basket (count)
offsite_conversionfb_pixel_add_to_wishlist Offsite conversion - add to wishlist (count)
offsite_conversionfb_pixel_lead Offsite conversion - lead (count)
offsite_conversionfb_pixel_custom Offsite conversion - custom (count)
offsite_conversionfb_pixel_purchase Offsite conversion - purchases (count)
offsite_conversionfb_pixel_initiate_checkout Offsite conversion - initiated checkouts (count)
offsite_conversionfb_pixel_complete_registration Offsite conversion - completed registrations (count)
offsite_conversionfb_pixel_view_content Offsite conversion - view content (count)
offsite_conversionfb_pixel_add_payment_info Offsite conversion - adds payment info (count)
offsite_conversionfb_pixel_search Offsite conversion - searches (count)
onsite_conversionlead_grouped Onsite conversion - lead grouped (count)
onsite_conversionflow_complete Onsite conversion - flow complete (count)
onsite_conversionmessaging_block
Onsite conversion - messaging conversation block (count)
onsite_conversionmessaging_conversation_started_7d
Onsite conversion - messaging conversation start (count)
onsite_conversionmessaging_first_reply
Onsite conversion - messaging conversation new (count)
onsite_conversionpost_save Onsite conversion - post save (count)
onsite_conversionpurchase Onsite conversion - purchase (count)
video_view Video views (count)
app_engagement App engagement (count)
app_story App story (count)
page_story Page story (count)
post_story Post story (count)
offsite_conversion Offsite conversion (count)
onsite_conversion Onsite conversion (count)
app_custom_event App custom event (count)
onsite_web_app_event Onsite web app event (count)
mobile_app_retention Mobile app retention (count)
mobile_app_roas Mobile app ROAS (count)
offsite_engagement Offsite engagement (count)
store_visit_with_dwell Store visits with dwell (count)
add_to_cart Add to cart (count)
onsite_app_add_to_cart Onsite app - Add to cart (count)
onsite_web_add_to_cart Onsite web - Add to cart (count)
complete_registration Complete registration (count)
purchase Purchase
onsite_app_purchase Onsite app - Purchase (count)
onsite_web_purchase Onsite web - Purchase (count)
search Search (count)
view_content View content (count)
onsite_app_view_content Onsite app - View content (count)
onsite_web_view_content Onsite web - View content (count)
initiate_checkout Initiate checkout (count)
add_payment_info Add payment info (count)
add_to_wishlist Add to wishlist (count)
lead Leads (count)
omni_app_install All app installs (count)
omni_purchase All purchases (count)
omni_add_to_cart All add to cart (count)
omni_complete_registration All completed registrations (count)
omni_view_content All content views (count)
omni_search All searches (count)
omni_initiated_checkout All initiated checkouts (count)
omni_achievement_unlocked All unlocked achievements (count)
omni_activate_app All app activations (count)
omni_level_achieved All level achieved (count)
omni_rate All rates (count)
omni_spend_credits All spend credits (count)
omni_tutorial_completion All tutorial completions (count)
omni_custom All custom actions (count)
subscribe Subscribe (count)
start_trial_total Trials started total (count)
start_trial_website Website trials started (count)
start_trial_mobile_app Mobile app trials started (count)
start_trial_offline Offline trials started (count)
contact_total Total Contacts (count)
contact_website Website Contacts (count)
contact_mobile_app Mobile App Contacts (count)
contact_offline Offline Contacts (count)
find_location_total Total Location Searches (count)
find_location_website Website Location Searches (count)
find_location_mobile_app Mobile App Location Searches (count)
find_location_offline Offline App Location Searches (count)

Unique Actions - Unique actions attributed to ads

metric_name Label
clicks Total clicks (unique)
inline_link_clicks Inline link clicks (unique)
link_click Link clicks (unique)
like Page likes (unique)
post Post shares (unique)
comment Post comments (unique)
post_like Post likes (unique)
page_engagement Page engagement (unique)
post_engagement Post engagement (unique)
checkin Checkins (unique)
app_use App uses (unique)
app_install App installs (unique)
photo_view Photo view (unique)
post_reaction Post reaction (unique)
rsvp Event responses (unique)
credit_spent Credit Spends (unique)
gamesplays Game plays (unique)
landing_page_view Landing page views (unique)
leadgenother Leads (Form) (unique)
mobile_app_install Mobile app installs (unique)
offsite_conversionfb_pixel_add_to_cart Offsite conversion - add to basket (unique)
offsite_conversionfb_pixel_add_to_wishlist Offsite conversion - add to wishlist (unique)
offsite_conversionfb_pixel_lead Offsite conversion - lead (unique)
offsite_conversionfb_pixel_custom Offsite conversion - custom (unique)
offsite_conversionfb_pixel_purchase Offsite conversion - purchases (unique)
offsite_conversionfb_pixel_initiate_checkout Offsite conversion - initiated checkouts (unique)
offsite_conversionfb_pixel_complete_registration Offsite conversion - completed registrations (unique)
offsite_conversionfb_pixel_view_content Offsite conversion - view content (unique)
video_play Video clicks to play (unique)
video_view Video views (unique)
app_engagement App engagement (unique)
app_story App story (unique)
page_story Page story (unique)
post_story Post story (unique)
offsite_conversion Offsite conversion (unique)
onsite_conversion Onsite conversion (unique)
app_custom_event App custom event (unique)
onsite_web_app_event Onsite web app event (unique)
mobile_app_retention Mobile app retention (unique)
mobile_app_roas Mobile app ROAS (unique)
offsite_engagement Offsite engagement (unique)
store_visit_with_dwell Store visits with dwell (unique)
add_to_cart Add to cart (unique)
onsite_app_add_to_cart Onsite app - Add to cart (unique)
onsite_web_add_to_cart Onsite web - Add to cart (unique)
complete_registration Complete registration (unique)
purchase Purchase (unique)
onsite_app_purchase Onsite app - Purchase (unique)
onsite_web_purchase Onsite web - Purchase (unique)
search Search (unique)
view_content View content (unique)
onsite_app_view_content Onsite app - View content (unique)
onsite_web_view_content Onsite web - View content (unique)
initiate_checkout Initiate checkout (unique)
add_payment_info Add payment info (unique)
add_to_wishlist Add to wishlist (unique)
lead Lead (unique)
omni_app_install All unique app installs
omni_purchase All unique purchases
omni_add_to_cart All unique add to cart
omni_complete_registration All unique completed registrations
omni_view_content All unique content views
omni_search All unique searches
omni_initiated_checkout All unique initiated checkouts
omni_achievement_unlocked All unique unlocked achievements
omni_activate_app All unique app activations
omni_level_achieved All unique level achieved
omni_rate All unique rates
omni_spend_credits All unique spend credits
omni_tutorial_completion All unique tutorial completions
omni_custom All unique custom actions
subscribe Subscribe (unique)
contact_total Total Contacts (unique)
contact_website Website Contacts (unique)
contact_mobile_app Mobile App Contacts (unique)
contact_offline Offline contacts (unique)
find_location_total Total Location Searches (unique)
find_location_website Website Location Searches (unique)
find_location_mobile_app Mobile App Location Searches (unique)
find_location_offline Offline App Location Searches (unique)

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
impressions Impressions
social_impressions
Social impressions
unique_impressions
Impressions (Unique)
newsfeed_impressions
Newsfeed impressions (Unique)
unique_social_impressions
Social impressions (Unique)
full_view_impressions
Full view impressions

Reach and relevancy category

metric_name Label
reach Reach
social_reach Social Reach
frequency Frequency
newsfeed_avg_position
Newsfeed Avg position
full_view_reach Full view reach

CTR category

metric_name Label
ctr CTR
unique_ctr Unique CTR
unique_link_clicks_ctr
Unique Link Clicks CTR
inline_link_click_ctr
Inline Link Click CTR
unique_inline_link_click_ctr
Unique Inline Link Click CTR

Costs category

metric_name Label
spend Spend
cpm CPM
cpc CPC
cpp CPP
social_spend Social Spend
cost_per_inline_link_click
Cost per inline link click
cost_per_inline_post_engagement
Cost per inline post engagement
cost_per_unique_click
Cost per unique click
cost_per_unique_inline_link_click
Cost per unique inline link click

Cost per action category

metric_name Label
cost_per_action_type.app_use
Cost per app use
cost_per_action_type.app_install
Cost per app install
cost_per_action_type.checkin
Cost per checkin
cost_per_action_type.comment
Cost per post comment
cost_per_action_type.post_likes
Cost per post like
cost_per_action_type.credit_spent
Cost per credit spend
cost_per_action_type.link_click
Cost per link click
cost_per_action_type.like
Cost per page like
cost_per_action_type.mention
Cost per page mention
cost_per_action_type.post
Cost per post shares
cost_per_action_type.dwell
Cost per post dwell
cost_per_action_type.page_engagement
Cost per page engagement
cost_per_action_type.post_engagement
Cost per post engagement
cost_per_action_type.landing_page_view
Cost per landing page view
cost_per_action_type.commerce_event_add_to_cart
Cost per commerce add to basket
cost_per_action_type.commerce_event_purchase
Cost per commerce purchase
cost_per_action_type.commerce_event_message_to_buy
Cost per commerce message to buy
cost_per_action_type.commerce_event_view_content
Cost per commerce product view
cost_per_action_type.offsite_conversionfb_pixel_add_payment_info
Cost per offsite conversion - adds payment info
cost_per_action_type.offsite_conversionfb_pixel_add_to_cart
Cost per offsite conversion - adds to basket
cost_per_action_type.offsite_conversionfb_pixel_add_to_wishlist
Cost per offsite conversion - adds to wishlist
cost_per_action_type.offsite_conversionfb_pixel_complete_registration
Cost per offsite conversion - completed registrations
cost_per_action_type.offsite_conversionfb_pixel_custom
Cost per offsite conversion - custom
cost_per_action_type.offsite_conversionfb_pixel_initiate_checkout
Cost per offsite conversion - initiated checkouts
cost_per_action_type.offsite_conversionfb_pixel_lead
Cost per offsite conversion - lead
cost_per_action_type.offsite_conversionfb_pixel_purchase
Cost per offsite conversion - purchases
cost_per_action_type.offsite_conversionfb_pixel_search
Cost per offsite conversion - searches
cost_per_action_type.offsite_conversionfb_pixel_view_content
Cost per offsite conversion - view content
cost_per_action_type.onsite_conversionflow_complete
Cost per on-site conversion conversion - flow complete
cost_per_action_type.onsite_conversionmessaging_block
Cost per on-site conversion - messaging conversation block
cost_per_action_type.onsite_conversionmessaging_conversation_started_7d
Cost per on-site conversion - messaging conversation start
cost_per_action_type.onsite_conversionmessaging_first_reply
Cost per on-site conversion - messaging conversations new
cost_per_action_type.onsite_conversionpost_save
Cost per on-site conversion - post save
cost_per_action_type.onsite_conversionpurchase
Cost per on-site conversion - purchase
cost_per_action_type.video_play
Cost per video clicks to play
cost_per_action_type.video_view
Cost per video view
cost_per_action_type.app_engagement
Cost per app engagement
cost_per_action_type.app_story
Cost per app story
cost_per_action_type.page_story
Cost per page story
cost_per_action_type.post_story
Cost per post story
cost_per_action_type.offsite_conversion
Cost per offsite conversion
cost_per_action_type.onsite_conversion
Cost per onsite conversion
cost_per_action_type.app_custom_event
Cost per app custom event
cost_per_action_type.onsite_web_app_event
Cost per onsite web app event
cost_per_action_type.mobile_app_retention
Cost per mobile app retention
cost_per_action_type.mobile_app_roas
Cost per mobile app ROAS
cost_per_action_type.offsite_engagement
Cost per offsite engagement
cost_per_action_type.store_visit_with_dwell
Cost per store visits with dwell
cost_per_action_type.add_to_cart
Cost per add to cart
cost_per_action_type.onsite_app_add_to_cart
Cost per onsite app - Add to cart
cost_per_action_type.onsite_web_add_to_cart
Cost per onsite web - Add to cart
cost_per_action_type.complete_registration
Cost per complete registration
cost_per_action_type.purchase
Cost per purchase
cost_per_action_type.onsite_app_purchase
Cost per onsite app - Purchase

cost_per_action_type.onsite_web_purchase

Cost per onsite web - Purchase
cost_per_action_type.search Cost per search
cost_per_action_type.view_content
Cost per view content
cost_per_action_type.onsite_app_view_content
Cost per onsite app - View content
cost_per_action_type.onsite_web_view_content
Cost per onsite web - View content
cost_per_action_type.initiate_checkout
Cost per initiate checkout
cost_per_action_type.add_payment_info
Cost per add payment info
cost_per_action_type.add_to_wishlist
Cost per add to wishlist
cost_per_action_type.lead Cost per lead
cost_per_action_type.omni_app_install
Cost per All app installs
cost_per_action_type.omni_purchase
Cost per All purchases
cost_per_action_type.omni_custom
Cost per All custom actions
cost_per_action_type.subscribe
Cost per subscribe
cost_per_thruplay.video_view
Cost per thruplay
cost_per_action_type.contact_total Cost per contact
cost_per_action_type.contact_website
Cost per website contact
cost_per_action_type.contact_mobile_app
Cost per mobile app contact
cost_per_action_type.contact_offline
Cost per offline contact
cost_per_action_type.find_location_total
Cost per location search
cost_per_action_type.find_location_website
Cost per website location search
cost_per_action_type.find_location_mobile_app
Cost per mobile app location search
cost_per_action_type.find_location_offline
Cost per offline app location search

ROAS category

metric_name Label
website_purchase_roas.link_click ROAS link click
website_purchase_roas.like ROAS like
website_purchase_roas.mention ROAS mention
website_purchase_roas.post ROAS post
website_purchase_roas.landing_page_view
ROAS landing page view
website_purchase_roas.comment ROAS comment
website_purchase_roas.post_reaction
ROAS post reaction
website_purchase_roas.photo_view
ROAS photo view
website_purchase_roas.video_view
ROAS video view
website_purchase_roas.post_engagement
ROAS post engagement
website_purchase_roas.page_engagement
ROAS page enga
website_purchase_roas.onsite_conversionpost_save
ROAS post save
website_purchase_roas.offsite_conversionfb_pixel_custom
ROAS FB pixel custom
website_purchase_roas.offsite_conversionfb_pixel_lead
ROAS FB pixel lead
website_purchase_roas.offsite_conversionfb_pixel_purchase
ROAS FB pixel purchase

Video category

metric_name Label
video_30_sec_watched_actions.video_view
Video 30 sec watched
video_avg_time_watched_actions.video_view
Video average time watched
video_p100_watched_actions.video_view
Video 100% watched
video_p25_watched_actions.video_view
Video 25% watched
video_p50_watched_actions.video_view
Video 50% watched
video_p75_watched_actions.video_view
Video 75% watched
video_p95_watched_actions.video_view
Video 95% watched
video_play_actions.video_view Video played

Conversions count category

metric_name Label
conversions.start_trial_total
Conversion trials started total (count)
conversions.start_trial_website
Conversion website trials started (count)
conversions.start_trial_mobile_app
Conversion mobile app trials started (count)
conversions.start_trial_offline
Conversion offline trials started (count)
conversions.contact_total
Conversion Contacts (count)
conversions.contact_website
Conversion Website Contacts (count)
conversions.contact_mobile_app
Conversion Mobile App Contacts (count)
conversions.contact_offline
Conversion Offline Contacts (count)
conversions.find_location_total
Conversion Total Location Searches (count)
conversions.find_location_website
Conversion Website Location Searches (count)
conversions.find_location_mobile_app
Conversion Mobile App Location Searches (count)
conversions.find_location_offline
Conversion Offline App Location Searches (count)
conversions.lead
Conversion Leads (count)
conversions.landing_page_view
Conversion Landing Page Views (count)

Conversion value category

metric_name Label
conversion_values.start_trial_total
Conversion trials started total (value)
conversion_values.start_trial_website
Conversion website trials started (value)
conversion_values.start_trial_mobile_app
Conversion mobile app trials started (value)
conversion_values.start_trial_offline
Conversion offline trials started (value)
conversion_values.contact_total
Conversion Contacts (value)
conversion_values.contact_website
Conversion Website Contacts (value)
conversion_values.contact_mobile_app
Conversion Mobile App Contacts (value)
conversion_values.contact_offline
Conversion Offline Contacts (value)
conversion_values.find_location_total
Conversion Total Location Searches (value)
conversion_values.find_location_website
Conversion Website Location Searches (value)
conversion_values.find_location_mobile_app
Conversion Mobile App Location Searches (value)
conversion_values.find_location_offline
Conversion Offline App Location Searches (value)
conversion_values.lead
Conversion lead (value)
conversion_values.landing_page_view
Conversion landing page view (value)

Cost per conversion category

metric_name Label
cost_per_conversion.start_trial_total
Cost per conversion trials started total
cost_per_conversion.start_trial_website
Cost per conversion website trials started
cost_per_conversion.start_trial_mobile_app
Cost per conversion mobile app trials started
cost_per_conversion.start_trial_offline
Cost per conversion offline trials started
cost_per_conversion.contact_total
Cost per conversion contact
cost_per_conversion.contact_website
Cost per conversion website contact
cost_per_conversion.contact_mobile_app
Cost per conversion mobile app contacts
cost_per_conversion.contact_offline
Cost per conversion offline contacts
cost_per_conversion.find_location_total
Cost per conversion total location searches
cost_per_conversion.find_location_website
Cost per conversion website location searches
cost_per_conversion.find_location_mobile_app
Cost per conversion mobile app location searches
cost_per_conversion.find_location_offline
Cost per conversion offline app location searches
cost_per_conversion.lead
Cost per conversion lead
cost_per_conversion.landing_page_view
Cost per conversion landing page view

Ad recall category

metric_name Label
cost_per_estimated_ad_recallers
Cost per estimated ad recallers
estimated_ad_recall_rate
Estimated ad recall rate
estimated_ad_recallers
Estimated ad recallers
 

Attributes (Dimensions)

Attribute Ad reporting level (16) Ad set reporting level (14) Campaign reporting level (10) Account reporting level (6)
Reporting date start Check arrow Check arrow Check arrow Check arrow
Reporting date stop Check arrow Check arrow Check arrow Check arrow
Insert date Check arrow Check arrow Check arrow Check arrow
Account ID Check arrow Check arrow Check arrow Check arrow
Account name Check arrow Check arrow Check arrow Check arrow
Account currency Check arrow Check arrow Check arrow Check arrow
Campaign ID Check arrow Check arrow Check arrow -
Campaign name Check arrow Check arrow Check arrow -
Campaign objective Check arrow Check arrow Check arrow -
Campaign buying type Check arrow Check arrow Check arrow -
Ad Set ID Check arrow Check arrow - -
Ad Set name Check arrow Check arrow - -
Created time Check arrow Check arrow - -
Updated time Check arrow Check arrow - -
Ad ID Check arrow - - -
Ad name Check arrow - - -

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.

Combining breakdowns

Due to storage constraints, only some permutations of breakdowns are available. 

  • type, converted_product_id (under limited availability for Collaborative Ads)
  • device, impression_device
  • device, publisher_platform
  • device, publisher_platform, impression_device
  • device, publisher_platform, platform_position
  • device, publisher_platform, platform_position, impression_device
  • type, reaction
  • age, gender 
  • app_id, skan_conversion_id
  • publisher_platform, impression_device
  • publisher_platform, platform_position
  • publisher_platform, platform_position, impression_device
  • hourly_stats_aggregated_by_advertiser_time_zone
  • hourly_stats_aggregated_by_audience_time_zone
  • carousel_card_id / carousel_card_name, impression_device
  • carousel_card_id / carousel_card_name, country
  • carousel_card_id / carousel_card_name, age
  • carousel_card_id / carousel_card_name, gender
  • carousel_card_id / carousel_card_name, age, gender

Combination limitations

  • video_ fields cannot be requested with any hourly stats breakdowns.
  • video_avg_time_watched_actions field cannot be requested with the region breakdown.

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.


Need assistance?

Feel free to contact us or create a ticket and we will help you set up the Data Source.