How this differs from the Facebook Ads action report

The standard Facebook Ads connector returns actions in a wide format:

Each action type is a separate column
The schema grows as Meta introduces new action types

The Pivoted Action Types connector returns actions in a long format:

Every action is a row, with Action Type as a dimension
Actions are easy to filter, aggregate and compare
Custom conversions are included, with their names
The data suits BI tools, marketing mix models (MMM) and attribution models
New action types appear as new rows, so the schema doesn't change

Reports

Action Type

Conversions and other actions from Meta (Facebook and Instagram) ads, one row per action type per day. Each data source is set up for one ad account, one level (campaign, ad set or ad) and, optionally, one breakdown.

Base fields

Date: The day the actions are reported for, in the ad account's time zone.
Action Type: Meta's identifier for the action, for example purchase, link_click, offsite_conversion.fb_pixel_purchase or offsite_conversion.custom.<ID> for a custom conversion.
Custom Conversion Name: The name of the custom conversion when the action type is a custom conversion in your ad account. Empty for all other action types.
Currency: The currency of the ad account. Action Type Value metrics are in this currency.
Action Type Count: The number of times the action happened. It follows the data source's attribution: each ad set's attribution setting if the data source uses Use attribution setting, otherwise the attribution windows chosen when the data source was set up.
Action Type Value: The conversion value Meta reports for the action, such as purchase value. Same attribution as Action Type Count.

Attribution window metrics

These metrics are only included when the data source was set up with attribution windows instead of Use attribution setting. A data source has at most one view window and one click window, so you only get the pair of metrics for the windows you chose.

Action Type Count (1d View): Actions that happened within 1 day of someone viewing the ad, without clicking it.
Action Type Value (1d View): Conversion value of the actions in Action Type Count (1d View).
Action Type Count (SKAN View): iOS app actions reported to Meta through Apple's SKAdNetwork (SKAN) and attributed to ad views.
Action Type Value (SKAN View): Conversion value of the actions in Action Type Count (SKAN View).
Action Type Count (1d Click): Actions that happened within 1 day of someone clicking the ad.
Action Type Value (1d Click): Conversion value of the actions in Action Type Count (1d Click).
Action Type Count (7d Click): Actions that happened within 7 days of someone clicking the ad.
Action Type Value (7d Click): Conversion value of the actions in Action Type Count (7d Click).
Action Type Count (28d Click): Actions that happened within 28 days of someone clicking the ad. Meta restricts 28-day click attribution, so this metric can be empty.
Action Type Value (28d Click): Conversion value of the actions in Action Type Count (28d Click).

Campaign level

Campaign Name: The name of the campaign.
Campaign ID: The ID of the campaign. Matches Campaign ID in the Facebook Ads connector.

Ad set level

Includes the campaign level fields, plus:

Ad Set Name: The name of the ad set.
Ad Set ID: The ID of the ad set.

Ad level

Includes the campaign and ad set level fields, plus:

Ad Name: The name of the ad.
Ad ID: The ID of the ad.
Creative ID: The ID of the creative the ad uses.
Creative Name: The name of the creative the ad uses.
Creative Object Type: The type of creative, for example SHARE, VIDEO or PHOTO.

Creative fields show the creative the ad uses at the time of each download, not a history of creative changes.

Breakdown options

A data source can have one of these breakdowns. Each breakdown adds its fields as dimensions.

Age: The age range of the people who saw the ad, for example 25-34.
Gender: The gender of the people who saw the ad: male, female or unknown.
Age + Gender: Age and Gender together.
Country: The country of the people who saw the ad, as a two-letter country code.
Region: The region, such as state or province, of the people who saw the ad.
Country + Region: Country and Region together.
Designated Market Area: The US Nielsen media market (DMA) of the people who saw the ad.
Impression Device: The device the ad was seen on, for example iphone, android_smartphone or desktop.
Publisher Platform: Where the ad was shown: facebook, instagram, messenger, audience_network or threads.
Publisher Platform + Platform Position: Publisher Platform plus the placement on that platform, for example feed, story or instagram_reels.
Impression Device + Publisher Platform: Impression Device and Publisher Platform together.
Publisher Platform + Platform Position + Impression Device: Placement and the device the ad was seen on.
Impression Device + Device Platform + Publisher Platform + Platform Position: Placement, device and device platform together.
Device Platform + Publisher Platform + Platform Position: Placement and whether the ad was seen on mobile or desktop.
Action Device + Impression Device: The device the action happened on, and the device the ad was seen on. These can be different, for example an ad seen on a phone and a purchase made on a desktop.
Action Device + Publisher Platform: The device the action happened on, by platform.
Action Device + Publisher Platform + Platform Position: The device the action happened on, by placement.
Action Device + Publisher Platform + Platform Position + Impression Device: The device the action happened on, by placement and the device the ad was seen on.
Action Device + Impression Device + Device Platform + Publisher Platform + Platform Position: All device and placement fields together.
Product ID: The catalog product the action relates to, for catalog (Advantage+ catalog) ads.
Device Platform: Whether the ad was seen on mobile or desktop.
Hourly Stats (Audience Time Zone): The hour of the day the ad was seen, in the time zone of the person who saw it, for example 13:00:00 - 13:59:59.
Hourly Stats (Advertiser Time Zone): The hour of the day the ad was seen, in the ad account's time zone.
Image Asset: The image shown, for ads that use multiple creative assets (dynamic or flexible creative).
Video Asset: The video shown, for ads that use multiple creative assets.
Description Asset: The description text shown, for ads that use multiple creative assets.
Link URL Asset: The link URL used, for ads that use multiple creative assets.
Title Asset: The headline shown, for ads that use multiple creative assets.
Body Asset: The primary text shown, for ads that use multiple creative assets.
Call to Action Asset: The call-to-action button shown, for ads that use multiple creative assets.

Ad Set Snapshot

A daily snapshot of the ad sets in your active campaigns, with campaign and ad set settings. The snapshot is taken each day the data source downloads, so history starts on the day the data source is connected and earlier dates can't be loaded.

Date: The day the snapshot was taken.
Campaign Name: The name of the campaign.
Campaign ID: The ID of the campaign.
Campaign Created Time: When the campaign was created.
Campaign Pacing Type: How the campaign budget is spent over time, for example standard (evenly through the day) or no_pacing (as fast as possible). Several values are comma separated.
Campaign Effective Status: The campaign's delivery status. Only active campaigns are included, so this is ACTIVE.
Ad Set Name: The name of the ad set.
Ad Set ID: The ID of the ad set.
Ad Set Frequency Cap Event: What the ad set's frequency cap counts, for example IMPRESSIONS.
Ad Set Frequency Cap Interval Days: The number of days the frequency cap applies over. This value isn't summed across rows.
Ad Set Frequency Cap: The maximum number of times a person can see the ad set's ads in the interval. This value isn't summed across rows.
Ad Set Created Time: When the ad set was created.

Facebook Pivoted Action Types: Dimensions and metrics