Apart from the dimensions and metrics listed below, there is a number of breakdowns that you can choose from when connecting a Facebook Ads data source in Funnel. Read more about the available breakdowns and how to connect a Facebook Ads data source here.

Regular Metrics

Dimensions

Standard

  • Ad Account ID: The ID of the ad account.
  • Ad Effective Status: The effective status of an ad.
  • Ad ID: The unique ID of the ad you're viewing in reporting.
  • Ad Name: The name of the ad you're viewing in reporting.
  • Ad Set Effective Status: The effective status of an ad set.
  • Ad Set ID: The unique ID of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
  • Ad Set Name: The name of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
  • Attribution Window: The attribution_window filter determines the lookback window over which Facebook aggregates Insights metrics.
  • Buying Type: The method by which you pay for and target ads in your campaigns: through dynamic auction bidding, fixed-price bidding, or reach and frequency buying. This field is currently only visible at the campaign level.
  • Campaign Effective Status: The effective status of a campaign.
  • Campaign ID: The unique ID number of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
  • Campaign Name: The name of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
  • Campaign Objective: The objective reflecting the goal you want to achieve with your advertising. It may be different from the selected objective of the campaign in some cases.

Ad relevance diagnostics

  • Ad Conversion Rate Ranking: A ranking of your ad's expected conversion rate. Your ad is ranked against ads with your optimization goal that competed for the same audience.
  • Ad Engagement Rate Ranking: A ranking of your ad's expected engagement rate. Engagement includes all clicks, likes, comments and shares. Your ad is ranked against ads that competed for the same audience.
  • Ad Quality Ranking: A ranking of your ad's perceived quality. Quality is measured using feedback on your ads and the post-click experience. Your ad is ranked against ads that competed for the same audience.

Ad creative

  • Ad Created Time: The time of creation for an ad.
  • Ad Creative Asset Ad Formats: The ad formats of an asset ad creative.
  • Ad Creative Asset Body Texts: The body texts of an asset ad creative.
  • Ad Creative Asset Image Hashes: The Image Hashes of an asset ad creative Asset Image
  • Ad Creative Asset Links: The Ad Asset Links of the ad creative.
  • Ad Creative Asset Title Texts: The title texts of an asset ad creative.
  • Ad Creative Boosted Post Carousel CTA Links: The Carousel Call-To-Action Links of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Carousel Links: The Carousel Links of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Descriptions: A list of descriptions of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post ID: The ID of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Link: The Link of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Message: The message of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Page Name: The name of the page where a boosted post was created.
  • Ad Creative Boosted Post Titles: A list of titles of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Unshimmed URL: The Unshimmed URL of the boosted post that the ad creative is linked to. 
  • Ad Creative Carousel Descriptions: The descriptions of a carousel ad creative
  • Ad Creative Carousel Image Hashes: The Image Hashes of the carousel ad creative 
  • Ad Creative Carousel Links: The Carousel Links of the ad creative.
  • Ad Creative Carousel Names: The names of a carousel ad creative.
  • Ad Creative Carousel Template Links: The Carousel Links of the ad creative.
  • Ad Creative Image Hash: The Image Hash of the ad creative
  • Ad Creative Image Layer Hash: The Image Hash of the ad creative Image Layer
  • Ad Creative Image URL: The image URL of the ad creative.
  • Ad Creative Link Call To Action Type: The call to action type of a link ad creative.
  • Ad Creative Link Description: The description of a link ad creative.
  • Ad Creative Link Message: The message of a link ad creative.
  • Ad Creative Link Name: The name of a link ad creative.
  • Ad Creative Link: The link of the ad creative.
  • Ad Creative Template Link: The Template Link of the ad creative.
  • Ad Creative Thumbnail URL: The Thumbnail URL of the ad creative.
  • Ad Creative URL Parameters: The Tracking URL parameters (also known as URL tags) of the ad creative.
  • Ad Creative Video Call To Action Type: The call to action type of a video creative.
  • Ad Creative Video Data Image Hash: The Image Hash of the ad creative video data
  • Ad Creative Video Link Description: The link description of a video creative.
  • Ad Creative Video Link: The Video Link of the ad creative.
  • Ad Creative Video Message: The message of a video creative.
  • Ad Creative Video Title: The title of a video creative.
  • Ad Preview Shareable Link: A link that enables users to preview an ad.
  • Creative ID: The ID of the creative.
  • Creative Object Type: The type of object that is being advertised.
  • Link: The URL that the call-to-action button or link in your ad directs people to.

Metrics

Standard

  • Amount Spent: The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.
  • Clicks (all): The number of clicks on your ads.
  • CPC (Cost per Link Click): The average cost for each link click.
  • CPM (Cost per 1,000 Impressions): The average cost for 1,000 impressions.
  • CTR (Link Click-Through Rate): The percentage of times people saw your ad and performed a link click.
  • Impressions: The number of times your ads were on screen.
  • Outbound CPC (Cost per Outbound Click): The average cost for each outbound click.
  • Outbound CTR (Outbound Click-Through Rate): The percentage of times people saw your ad and performed an outbound click.

Actions and conversions

  • 100% In-View Impressions: The number of Full Views on your Page's posts as a result of your ad.
  • Achievements Unlocked Conversion Value: The total value of achievements unlocked tracked with the conversions objective.
  • Achievements Unlocked: The number of unlock achievement events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Adds of Payment Info Conversion Value: The total value of adds of payment info tracked with the conversions objective.
  • Adds of Payment Info: The number of add payment info events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Adds to Cart Conversion Value: The total value of adds to cart tracked with the conversions objective.
  • Adds to Cart: The number of add to cart events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Adds to Wishlist Conversion Value: The total value of adds to wishlist tracked with the conversions objective.
  • Adds to Wishlist: The number of add to wishlist events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • App Activations Conversion Value: The total value of app activations tracked with the conversions objective.
  • App Activations: The number of times your app was activated attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • App Installs: The number of app installs that were recorded as app events and attributed to your ads.
  • Applications Submitted: The number of submit application events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Appointments Scheduled: The number of schedule events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Blocked Messaging Connections: The number of times that people blocked a messaging connection with your business, attributed to your ads.
  • Check-ins: The number of check-ins to your Page as a result of your ad. This is only available to Pages that are associated with a physical address.
  • Checkouts Initiated Conversion Value: The total value of checkouts initiated tracked with the conversions objective.
  • Checkouts Initiated: The number of initiate checkout events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Contact Conversion Value: The total value of contact conversions.
  • Contacts: The number of contact events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Content Views Conversion Value: The total value of content views tracked with the conversions objective.
  • Content Views: The number of view content events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Cost Per Appointment Scheduled: The average Cost of each Appointment Scheduled
  • Cost Per Contact: The average Cost of each Contact
  • Cost Per Donation: The average Cost of each Donation
  • Cost Per In-App Ad Click: The average cost for an in-app ad click from your Facebook ads.
  • Cost Per Location Search: The average Cost of each Location Search
  • Cost Per Mobile App Application Submitted: The average Cost of each Mobile App Application Submitted
  • Cost Per Mobile App Appointment Scheduled: The average Cost of each Mobile App Appointment Scheduled
  • Cost Per Mobile App Contact: The average Cost of each Mobile App Contact
  • Cost Per Mobile App Donation: The average Cost of each Mobile App Donation
  • Cost Per Mobile App Location Search: The average Cost of each Mobile App Location Search
  • Cost Per Mobile App Subscription: The average Cost of each Mobile App Subscription
  • Cost Per Mobile App Trial Started: The average Cost of each Mobile App Trial Started
  • Cost Per New Messaging Connection: The average cost for each new messaging connection.
  • Cost Per Subscription: The average Cost of each Subscription
  • Cost Per Trial Started: The average Cost of each Trial Started
  • Cost Per Website Application Submitted: The average Cost of each Website Application Submitted
  • Cost Per Website Appointment Scheduled: The average Cost of each Website Appointment Scheduled
  • Cost Per Website Contact: The average Cost of each Website Contact
  • Cost Per Website Donation: The average Cost of each Website Donation
  • Cost Per Website Location Search: The average Cost of each Website Location Search
  • Cost Per Website Subscription: The average Cost of each Website Subscription
  • Cost Per Website Trial Started: The average Cost of each Website Trial Started
  • Cost per 1,000 In-App Ad Impressions: The average cost for 1,000 in-app ad impressions.
  • Cost per Achievement Unlocked: The average cost for each achievement unlocked.
  • Cost per Add to Cart: The average cost of each add to cart.
  • Cost per App Activation: The average cost for each app activation.
  • Cost per App Install: The average cost for each app install.
  • Cost per Check-in: The average cost for each check-in as a result of your ad.
  • Cost per Checkout Initiated: The average cost of each checkout initiated.
  • Cost per Content View: The average cost of each content view.
  • Cost per Credit Spend: The average cost of each credit spend.
  • Cost per Custom Event: The average cost of each custom event.
  • Cost per Desktop App Engagement: The average cost per action related to the application as a result of your ad.
  • Cost per Desktop App Install: The average cost per install of your app as a result of your ad.
  • Cost per Desktop App Story Engagement: The average cost per action related to the application story as a result of your ad.
  • Cost per Desktop App Use: The average cost for each app use as a result of your ad.
  • Cost per Event Response: The average cost for each event response.
  • Cost per Game Play: The cost for each desktop game play.
  • Cost per Landing Page View: The average cost for each landing page view.
  • Cost per Lead: The average cost of each lead.
  • Cost per Level Achieved: The average cost for each level achieved.
  • Cost per Mobile App Action: The average cost for each mobile app action.
  • Cost per Mobile App Content View: The average cost for each mobile app content view.
  • Cost per Mobile App Install: The average cost for each mobile app install as a result of your ad.
  • Cost per Mobile App Purchase: The average cost for each mobile app purchase.
  • Cost per Mobile App Registration Completed: The average cost for each mobile app registration.
  • Cost per Mobile App Search: The average cost for each mobile app search.
  • Cost per Mobile App Session: The average cost for each mobile app session.
  • Cost per Offline Other Conversion: The average cost for each other (offline conversion).
  • Cost per Other Mobile App Action: The average cost for each other mobile app action.
  • Cost per Page Engagement: The average cost per action related to your Page and your Page's posts as a result of your ad.
  • Cost per Page Like: The average cost for each Page like as a result of your ad.
  • Cost per Page Mention: The average cost for each Page mention as a result of your ad.
  • Cost per Page Tab View: The average cost of each Facebook Page tab view.
  • Cost per Photo View: The average cost for each photo view.
  • Cost per Post Comment: The average cost for each comment on your Page's posts as a result of your ad.
  • Cost per Post Engagement: The average cost per action related to your Page's posts as a result of your ad.
  • Cost per Post Reaction: The average cost for each post reaction.
  • Cost per Post Share: The average cost of each post share.
  • Cost per Purchase: The average cost of each purchase
  • Cost per Rating Submitted: The average cost for each rating.
  • Cost per Registration Completed: The average cost of each registration completed.
  • Cost per Search: The average cost of each search.
  • Cost per Store Visit: The average cost of each store visit.
  • Cost per Submit Application: The average cost of each submit application.
  • Cost per ThruPlay: The average cost for each ThruPlay
  • Cost per Tutorial Completed: The average cost for each tutorial completion.
  • Cost per Website Add of Payment Info: The average cost for each payment information action tracked by your Facebook pixel on your website after people clicked on or viewed your ad.
  • Cost per Website Add to Cart: The average cost for each add-to-cart action tracked by your Facebook pixel on your website after people clicked on or viewed your ad.
  • Cost per Website Add to Wishlist: The average cost for each add-to-wishlist action tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per Website Checkout Initiated: The average cost for each checkout action tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per Website Content Views: The average cost for each content view action tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per Website Conversion: The average cost of each website conversion.
  • Cost per Website Lead: The average cost for leads tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per Website Purchase: The average cost for each purchase tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per Website Registration Completed: The average cost for each registration tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per Website Search: The average cost for each search action tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Cost per offline purchase: The average cost for each purchase (offline conversion).
  • Credit Spends Conversion Value: The total value of spend credits conversions.
  • Credit Spends: The number of spend credits events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools. This does not refer to the total value of credits spent.
  • Custom Events: The number of custom events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Customize Product Conversion Value: The total value of customize product conversions.
  • Desktop App Credit Spends: The number of credits used in your desktop game app that were recorded as app events and attributed to your ads.
  • Desktop App Engagement: The number of actions, including app installs, credit spends and uses as a result of your ad.
  • Desktop App Installs: The number of app installs as a result of your ad.
  • Desktop App Story Engagement: The number of actions related to the application story as a result of your ad.
  • Desktop App Uses: The number of uses of your app as a result of your ad. This includes number of times your app was used for a minimum of 4 minutes in the last 14 days, or at least twice by the same person with one of those times occurring in the past 14 days.
  • Desktop Credit Spends Conversion Value: The total value returned from credit spends that were attributed to your ads. This is based on the value that you assigned when you set up the app event.
  • Donate Conversion Value: The total value of donate conversions.
  • Donations: The number of donate events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Event Responses: The number of people who responded Interested or Going to your Facebook event, attributed to your ads.
  • Find Location Conversion Value: The total value of find location conversions.
  • Game Plays: The number of game play events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • In-App Ad Clicks: The number of in-app ad click events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • In-App Ad Impressions: The number of in-app ad impression events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Landing Page Views: The number of times a person clicked on an ad link and then successfully loaded the destination webpage. To report on landing page views, you must have the Facebook pixel implemented on your webpage.
  • Leads Conversion Value: The total value of leads tracked with the conversions objective.
  • Leads: The number of leads attributed to your ads from Facebook-owned properties (including forms and Messenger) as well as off-Facebook leads tracked by one or more of your connected Facebook Business Tools.
  • Levels Achieved Conversion Value: The total value of levels achieved tracked with the conversions objective.
  • Levels Achieved: The number of achieve level events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Link Clicks: The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
  • Location Searches: The number of find location events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Messaging Conversations Started: The number of times people started messaging your business after at least 7 days of inactivity, attributed to your ads.
  • Messaging Replies: The number of messaging replies that people sent to your business, attributed to your ads.
  • Mobile App Achievements Unlocked Conversion Value
  • Mobile App Achievements Unlocked: The number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Actions Conversion Value: The total value returned from mobile app actions. This is based on the value that you assigned when you set up the app event.
  • Mobile App Actions: The number of actions in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Adds of Payment Info Conversion Value: The total value returned from mobile app adds of payment info.
  • Mobile App Adds of Payment Info: The number of times payment information was entered in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Adds to Cart Conversion Value: The total value returned from mobile app adds to cart. This is based on the value that you assigned when you set up the app event.
  • Mobile App Adds to Cart: The number of times items were added to a shopping cart in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Adds to Wishlist Conversion Value: The total value returned from mobile app adds to wishlist. This is based on the value that you assigned when you set up the app event.
  • Mobile App Adds to Wishlist: The number of times items were added to a wishlist in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Applications Submitted: The number of submit application events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Appointments Scheduled: The number of schedule events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Checkouts Initiated Conversion Value 
  • Mobile App Checkouts Initiated: The number of checkouts started in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Contact Conversion Value: The total value of contact conversions that occurred on your mobile app.
  • Mobile App Contacts: The number of contact events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Content Views Conversion Value: The total value returned other from content views in your mobile app. This is based on the value that you assigned when you set up the app event. 
  • Mobile App Content Views: The number of content views in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Credits Spent Conversion Value: The total value returned from mobile app credit spends. This is based on the value that you assigned when you set up the app event.
  • Mobile App Credits Spent: The number of credits spent in your mobile game app that were recorded as app events and attributed to your ads.
  • Mobile App Customize Product Conversion Value: The total value of customize product conversions that occurred on your mobile app.
  • Mobile App D2 Retention: The number of people who opened your app 24 - 48 hours after installing it. This metric is only available for 7-day and 28-day attribution windows.
  • Mobile App D7 Retention: The number of people who opened your app 6 - 7 days after installing it. This metric is only available for a 28-day attribution window.
  • Mobile App Donate Conversion Value: The total value of donate conversions that occurred on your mobile app.
  • Mobile App Donations: The number of donate events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Find Location Conversion Value: The total value of find location conversions that occurred on your mobile app.
  • Mobile App Levels Completed Conversion Value
  • Mobile App Levels Completed: The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Location Searches: The number of find location events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Products Customized: The number of customize product events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Purchases Conversion Value: The total value returned from mobile app purchases. This is based on the value that you assigned when you set up the app event.
  • Mobile App Purchases: The number of purchases made in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Ratings Submitted Conversion Value: The total value returned from mobile app ratings. This is based on the value that you assigned when you set up the app event.
  • Mobile App Ratings Submitted: The number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Registrations Completed Conversion Value: The total value returned from mobile app registrations. This is based on the value that you assigned when you set up the app event.
  • Mobile App Registrations Completed: The number of registrations in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Schedule Conversion Value: The total value of schedule conversions that occurred on your mobile app.
  • Mobile App Searches Conversion Value: The total value returned from mobile app searches. This is based on the value that you assigned when you set up the app event.
  • Mobile App Searches: The number of searches in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Sessions Conversion Value
  • Mobile App Sessions: The number of new app sessions on a mobile device that were recorded as app events and attributed to your ads.
  • Mobile App Start Trial Conversion Value: The total value of start trial conversions that occurred on your mobile app.
  • Mobile App Submit Application Conversion Value: The total value of submit application conversions that occurred on your mobile app.
  • Mobile App Subscribe Conversion Value: The total value of subscribe conversions on your mobile app.
  • Mobile App Subscriptions: The number of subscribe events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Trials Started: The number of start trial events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK.
  • Mobile App Tutorials Completed Conversion Value: The total value returned from tutorials completed.
  • Mobile App Tutorials Completed: The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile App Tutorials Completed: The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads.
  • Mobile app installs: The number of installs from a mobile device as a result of your ad.
  • New Messaging Connections: The number of people your business added as messaging connections, attributed to your ads.
  • Offline Other Conversion Value: The total value returned from other (offline conversion) conversions. This is based on the value that you assigned when you set up the offline event.
  • Offline Other Conversions: The number of other events that were recorded by your offline events data and attributed to your ads.
  • Offline purchases conversion value: The total value returned from purchase (offline conversion) conversions. This is based on the value you assigned when you set up the offline event.
  • Offline purchases: The number of purchase events that were recorded by your offline events data and attributed to your adverts
  • On Facebook Applications Submitted: The number of submit application events that occurred within a Facebook-owned property (such as Pages or Messenger) and are attributed to your ads.
  • On Facebook Submit Application Conversion Value: The total value of on-Facebook submit applications that occurred within a Facebook-owned property (such as Pages or Messenger).
  • On-Facebook Add to Cart Conversion Value: The total value of on-Facebook add to cart actions.
  • On-Facebook Add to Cart: The number of add to cart actions within a Facebook-owned property (such as Pages or Messenger) and attributed to your ads.
  • On-Facebook Leads Conversion Value: The total value of on-Facebook lead conversions.
  • On-Facebook Leads: The number of leads submitted on Facebook-owned property (including forms and Messenger) and attributed to your ads.
  • On-Facebook Purchase Conversion Value: The total value of on-Facebook purchase conversions.
  • On-Facebook Purchases: The number of purchases made within a Facebook-owned property (such as Pages or Messenger) and attributed to your ads. Purchases on Facebook may include conversions such as event ticket sales, travel bookings or movie ticket sales that happen directly on Facebook-owned properties.
  • On-Facebook View Content Conversion Value: The total value of content views within a Facebook-owned property.
  • On-Facebook View Content: The number of product views within a Facebook-owned property (such as Pages or Messenger) and attributed to your ads.
  • On-Facebook Workflow Completion Conversion Value: The total value of on-Facebook workflow completion conversions.
  • On-Facebook Workflow Completions: The number of times a workflow was completed within a Facebook-owned property (such as Pages or Messenger) and attributed to your ads.
  • Other Mobile App Actions Conversion Value: The total value returned other from mobile app actions. This is based on the value that you assigned when you set up the app event.
  • Other Mobile App Actions: The number of other actions in your mobile app that were recorded as app events and attributed to your ads.
  • Page Engagement: The number of actions related to the Page and your Page's posts as a result of your ad.
  • Page Likes: The number of likes on your Page as a result of your ad.
  • Page Mentions: The number of mentions of your Page as a result of your ad.
  • Page Tab Views: The number of views of tabs on your Facebook Page that are attributed to your ads. Tabs are customizable navigation located under the Page's cover photo. Page tab views measures how many times people clicked these tabs to view additional content and apps within your Facebook Page.
  • Photo Views: The number of views of photos on your Page or posts that are attributed to your ads. Photo views are counted when people click on photos to view them.
  • Post Comments: The number of comments on your Page's posts as a result of your ad.
  • Post Engagement: The number of actions related to your Page's posts as a result of your ad.
  • Post Reactions: The number of reactions on your ads. The reactions button on an ad allows people to share different reactions to its content: Like, Love, Haha, Wow, Sad or Angry.
  • Post Saves: The total number of times your ad has been saved.
  • Post Shares: The number of shares of your ads. People can share your ads or posts on their own or friends' Timelines, in groups and on their own Pages.
  • Products Customized: The number of customize product events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Purchases Conversion Value: The total value of purchases tracked with the conversions objective.
  • Purchases: The number of purchase events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Ratings Submitted Conversion Value: The total value returned from ratings submitted. This is based on the value that you assigned when you set up the app event.
  • Ratings Submitted: The number of ratings submitted events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Registrations Completed Conversion Value: The total value of registrations completed tracked with the conversions objective.
  • Registrations Completed: The number of complete registration events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Searches Conversion Value: The total value of search conversions.
  • Searches: The number of search events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Start Trial Conversion Value: The total value of start trial conversions.
  • Submit Application Conversion Value: The total value of applications submitted tracked with the conversions objective.
  • Subscribe Conversion Value: The total value of subscribe conversions.
  • Subscriptions: The number of subscribe events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Trials Started: The number of start trial events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Tutorials Completed Conversion Value: The total value of tutorials completed conversions.
  • Tutorials Completed: The number of completed tutorial events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.
  • Website Adds of Payment Info Conversion Value: The total value of website adds of payment info conversions.
  • Website Adds of Payment Info: The number of times payment information was entered tracked by your Facebook pixel on your website after people clicked or viewed your ad.
  • Website Adds to Cart Conversion Value: The total value of the adds-to-cart tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the adds-to-cart event in your Facebook pixel code.
  • Website Adds to Cart: The number of times an item was added to a shopping cart tracked by your Facebook pixel on your website after people clicked or viewed your ad.
  • Website Adds to Wishlist Conversion Value: The total value of all website add to wishlist conversions.
  • Website Adds to Wishlist: The number of times an item was added to a wishlist tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Applications Submitted: The number of submit application events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Appointments Scheduled: The number of schedule events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Checkouts Initiated Conversion Value: The total value of the checkout actions tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the checkout event in your Facebook pixel code.
  • Website Checkouts Initiated: The number of checkout initiations tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Contact Conversion Value: The total value of contact conversions that occurred on your website.
  • Website Contacts: The number of contact events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Content Views Conversion Value: The total value of the content views tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the content view event in your Facebook pixel code.
  • Website Content Views: The number of content views tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Conversion Value: The total value of website conversions.
  • Website Conversions: The number of events or conversions recorded by the pixel on your website and attributed to your ads.
  • Website Customize Product Conversion Value: The total value of customize product conversions that occurred on your website.
  • Website Donate Conversion Value: The total value of donate conversions that occurred on your website.
  • Website Donations: The number of donate events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Find Location Conversion Value: The total value of find location conversions that occurred on your website.
  • Website Leads Conversion Value: The total value of the leads tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the website lead event in your Facebook pixel code.
  • Website Leads: The number of leads tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Location Searches: The number of find location events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Products Customized: The number of customize product events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Purchases Conversion Value: The total value of the purchase actions tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the purchase detail event in your Facebook pixel code.
  • Website Purchases: The number of times a purchase was made tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Registrations Completed Conversion Value: The total value of the registrations tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the registration event in your Facebook pixel code.
  • Website Registrations Completed: The number of registrations tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Schedule Conversion Value: The total value of schedule conversions that occurred on your website.
  • Website Searches Conversion Value: The total value of the searches tracked by your Facebook pixel on your website after people viewed or clicked on your ad. This is based on the value assigned to the search event in your Facebook pixel code.
  • Website Searches: The number of searches tracked by your Facebook pixel on your website after people viewed or clicked on your ad.
  • Website Start Trial Conversion Value: The total value of start trial conversions that occurred on your website.
  • Website Submit Application Conversion Value: The total value of submit application conversions that occurred on your website.
  • Website Submit Application Conversion Value: The total value of submit application conversions that occurred on your website.
  • Website Subscribe Conversion Value: The total value of subscribe conversions that occurred on your website.
  • Website Subscriptions: The number of subscribe events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.
  • Website Trials Started: The number of start trial events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel.

Video metrics

  • 3-Second Video Views: The number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.
  • 30-Second Video Views: The number of times your video was watched for an aggregate of at least 30 seconds, or for nearly its total length, whichever happened first.
  • Cost per 3-Second Video View: The average cost for each 3-second video view.
  • Cost per ThruPlay: The average cost for each ThruPlay
  • Cost per Video Play: The average cost for each video play.
  • Video Plays: The number of times your video starts to play. This is counted for each impression of a video, and excludes replays.
  • Video Watches at 100%: The number of times your video was watched at 100% of its length, including watches that skipped to this point.
  • Video Watches at 25%: The number of times your video was watched at 25% of its length, including watches that skipped to this point.
  • Video Watches at 50%: The number of times your video was watched at 50% of its length, including watches that skipped to this point.
  • Video Watches at 75%: The number of times your video was watched at 75% of its length, including watches that skipped to this point.
  • Video Watches at 95%: The number of times your video was watched at 95% of its length, including watches that skipped to this point.
  • Video thruplay: The number of times your video was played to completion, or for at least 15 seconds.

Non-aggregatable Metrics

Dimensions

Standard

  • Ad Account ID: The ID of the ad account.
  • Ad Effective Status: The effective status of an ad.
  • Ad ID: The unique ID of the ad you're viewing in reporting.
  • Ad Name: The name of the ad you're viewing in reporting.
  • Ad Set Effective Status: The effective status of an ad set.
  • Ad Set ID: The unique ID of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
  • Ad Set Name: The name of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
  • Attribution Window: The attribution_window filter determines the lookback window over which Facebook aggregates Insights metrics.
  • Buying Type: The method by which you pay for and target ads in your campaigns: through dynamic auction bidding, fixed-price bidding, or reach and frequency buying. This field is currently only visible at the campaign level.
  • Campaign Effective Status: The effective status of a campaign.
  • Campaign ID: The unique ID number of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
  • Campaign Name: The name of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
  • Campaign Objective: The objective reflecting the goal you want to achieve with your advertising. It may be different from the selected objective of the campaign in some cases.

Ad relevance diagnostics

  • Ad Conversion Rate Ranking: A ranking of your ad's expected conversion rate. Your ad is ranked against ads with your optimization goal that competed for the same audience.
  • Ad Engagement Rate Ranking: A ranking of your ad's expected engagement rate. Engagement includes all clicks, likes, comments and shares. Your ad is ranked against ads that competed for the same audience.
  • Ad Quality Ranking: A ranking of your ad's perceived quality. Quality is measured using feedback on your ads and the post-click experience. Your ad is ranked against ads that competed for the same audience.

Ad creative

  • Ad Created Time: The time of creation for an ad.
  • Ad Creative Asset Ad Formats: The ad formats of an asset ad creative.
  • Ad Creative Asset Body Texts: The body texts of an asset ad creative.
  • Ad Creative Asset Image Hashes: The Image Hashes of an asset ad creative Asset Image
  • Ad Creative Asset Links: The Ad Asset Links of the ad creative.
  • Ad Creative Asset Title Texts: The title texts of an asset ad creative.
  • Ad Creative Boosted Post Carousel CTA Links: The Carousel Call-To-Action Links of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Carousel Links: The Carousel Links of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Descriptions: A list of descriptions of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post ID: The ID of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Link: The Link of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Message: The message of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Page Name: The name of the page where a boosted post was created.
  • Ad Creative Boosted Post Titles: A list of titles of the boosted post that the ad creative is linked to.
  • Ad Creative Boosted Post Unshimmed URL: The Unshimmed URL of the boosted post that the ad creative is linked to. 
  • Ad Creative Carousel Descriptions: The descriptions of a carousel ad creative
  • Ad Creative Carousel Image Hashes: The Image Hashes of the carousel ad creative 
  • Ad Creative Carousel Links: The Carousel Links of the ad creative.
  • Ad Creative Carousel Names: The names of a carousel ad creative.
  • Ad Creative Carousel Template Links: The Carousel Links of the ad creative.
  • Ad Creative Image Hash: The Image Hash of the ad creative
  • Ad Creative Image Layer Hash: The Image Hash of the ad creative Image Layer
  • Ad Creative Image URL: The image URL of the ad creative.
  • Ad Creative Link Call To Action Type: The call to action type of a link ad creative.
  • Ad Creative Link Description: The description of a link ad creative.
  • Ad Creative Link Message: The message of a link ad creative.
  • Ad Creative Link Name: The name of a link ad creative.
  • Ad Creative Link: The link of the ad creative.
  • Ad Creative Template Link: The Template Link of the ad creative.
  • Ad Creative Thumbnail URL: The Thumbnail URL of the ad creative.
  • Ad Creative URL Parameters: The Tracking URL parameters (also known as URL tags) of the ad creative.
  • Ad Creative Video Call To Action Type: The call to action type of a video creative.
  • Ad Creative Video Data Image Hash: The Image Hash of the ad creative video data
  • Ad Creative Video Link Description: The link description of a video creative.
  • Ad Creative Video Link: The Video Link of the ad creative.
  • Ad Creative Video Message: The message of a video creative.
  • Ad Creative Video Title: The title of a video creative.
  • Ad Preview Shareable Link: A link that enables users to preview an ad.
  • Creative ID: The ID of the creative.
  • Creative Object Type: The type of object that is being advertised.
  • Link: The URL that the call-to-action button or link in your ad directs people to.

Metrics

Standard

  • Frequency: The average number of times each person saw your ad. This metric is estimated.
  • Reach: The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This metric is estimated.
  • Cost per unique click (all): The average cost for each unique click (all)
  • Unique clicks (all): The number of people who performed a click (all). (This metric is estimated.)

Actions and conversions

  • 100% In-View Reach: The number of people who performed a Full View on your Page's post as a result of your ad.
  • Cost per unique achievement unlocked: The average cost for each unique achievement unlocked
  • Cost per unique add of payment info: The average cost for each unique add of payment info
  • Cost per unique add to cart: The average cost for each unique add to cart
  • Cost per unique add to wishlist: The average cost for each unique add to wishlist
  • Cost per unique app activation: The average cost for each unique app activation
  • Cost per unique checkout initiated: The average cost for each unique checkout initiated
  • Cost per unique content view: The average cost for each unique content view
  • Cost per unique credit spend: The average cost for each unique credit spend
  • Cost per unique landing page view: The average cost for each unique landing page view
  • Cost per unique level completed: The average cost for each unique level completed
  • Cost per unique link click: The average cost for each unique link click
  • Cost per unique mobile app D2 retention: The average cost for each unique mobile app D2 retention
  • Cost per unique mobile app D7 retention: The average cost for each unique mobile app D7 retention
  • Cost per unique mobile app achievement unlocked: The average cost for each Unique mobile app achievement unlocked
  • Cost per unique mobile app add of payment info: The average cost for each unique mobile app add of payment info
  • Cost per unique mobile app add to cart: The average cost for each unique mobile app add to cart
  • Cost per unique mobile app add to wishlist: The average cost for each unique mobile app add to wishlist
  • Cost per unique mobile app checkout initiated: The average cost for each unique mobile app checkout initiated
  • Cost per unique mobile app content view: The average cost for each unique mobile app content view
  • Cost per unique mobile app credit spent: The average cost for each unique mobile app credit spent
  • Cost per unique mobile app level completed: The average cost for each unique mobile app level completed
  • Cost per unique mobile app purchase: The average cost for each unique mobile app purchase
  • Cost per unique mobile app rating submitted: The average cost for each unique mobile app rating submitted
  • Cost per unique mobile app registration completed: The average cost for each unique mobile app registration completed
  • Cost per unique mobile app search: The average cost for each unique mobile app search
  • Cost per unique mobile app session: The average cost for each unique mobile app session
  • Cost per unique mobile app tutorial completed: The average cost for each unique mobile app tutorial completed
  • Cost per unique outbound click: The average cost for each unique outbound click
  • Cost per unique purchase: The average cost for each unique purchase
  • Cost per unique rating submitted: The average cost for each unique rating submitted
  • Cost per unique registration completed: The average cost for each unique registration completed
  • Cost per unique search: The average cost for each unique search
  • Cost per unique tutorial completed: The average cost for each unique tutorial completed
  • Unique achievements unlocked: The estimated number of people who unlocked achievements.
  • Unique adds of payment info: The estimated number of people who submitted payment info.
  • Unique adds to cart: The estimated number of people who added items to their cart.
  • Unique adds to wishlist: The estimated number of people who added items to their wishlist.
  • Unique app activations: The estimated number of people who performed app activations.
  • Unique checkouts initiated: The estimated number of people who initiated checkouts.
  • Unique content views: The estimated number of people who viewed content.
  • Unique credit spends: The estimated number of people who spent credits.
  • Unique landing page views: The number of people who caused a landing page view.
  • Unique levels completed: The estimated number of people who achieved levels.
  • Unique link clicks: The number of people who performed a link click. (This metric is estimated.)
  • Unique mobile app D2 retention: The number of people who performed mobile app Day 2 retention.
  • Unique mobile app D7 retention: The number of people who performed mobile app Day 7 retention.
  • Unique mobile app achievements unlocked: The number of people who earned mobile app feature unlocks.
  • Unique mobile app adds of payment info: The number of people who submitted mobile app payment details.
  • Unique mobile app adds to cart: The number of people who performed mobile app adds to cart.
  • Unique mobile app adds to wishlist: The number of people who performed mobile app adds to wishlist.
  • Unique mobile app checkouts initiated: The number of people who started mobile app checkouts.
  • Unique mobile app content views: The number of people who performed mobile app content views.
  • Unique mobile app credits spent: The number of credits spent in your mobile game app that were recorded as app events and attributed to your ads.
  • Unique mobile app levels completed: The number of people who earned mobile app level achievements. (This metric is estimated.)
  • Unique mobile app purchases: The number of people who performed mobile app purchases. (This metric is estimated.)
  • Unique mobile app ratings submitted: The number of people who submitted mobile app ratings. (This metric is estimated.)
  • Unique mobile app registrations completed: The number of people who performed mobile app registrations. (This metric is estimated.)
  • Unique mobile app searches: The number of people who performed mobile app searches. (This metric is estimated.)
  • Unique mobile app sessions: The number of people who performed a mobile app start.
  • Unique mobile app tutorials completed: The number of people who achieved mobile app tutorial completions. (This metric is estimated.)
  • Unique outbound clicks: The number of people who performed an outbound click. (This metric is estimated.)
  • Unique purchases: The estimated number of people who completed at least one purchase.
  • Unique ratings submitted: The estimated number of people who submitted ratings.
  • Unique registrations completed: The estimated number of people who registered.
  • Unique searches: The estimated number of people who searched.
  • Unique tutorials completed: The estimated number of people who completed tutorials.

Video metrics

  • Unique 2-Second Continuous Video Plays: The number of people who performed a 2-second continuous video view.
  • Video Average Play Time: The average time a video was played, including any time spent replaying the video for a single impression.

Awareness

  • Estimated Ad Recall Lift (People): An estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days. This metric is only available for assets in the Brand awareness, Post engagement and Video views Objectives.
  • Estimated Ad Recall Lift Rate: The rate at which an estimated number of additional people, when asked, would remember seeing your ads within 2 days. This metric is only available for assets in the Brand awareness, Post engagement and Video views Objectives.
  • Cost per Estimated Ad Recall Lift (People): The average cost for each estimated ad recall lift. This metric is only available for assets in the Brand awareness, Post engagement and Video views Objectives.


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