Report Type

Our Facebook connector supports two types of metric sets: "Regular Metrics" and "Non-aggregatable Metrics". 

Facebook Non-aggregatable Metrics in depth.
Learn more about Non-aggregatable Metrics in general here.

Level

First off you choose your level of granularity. 

For example: 

  • Selecting Campaign will only give you Campaign level data.
  • Select Ad level if you want ID and Name for all your Campaigns, Ad Sets and Ads.

Breakdowns

Breakdowns refer to the breakdown found in the Ads Manager interface.

In some cases you can select several breakdowns. Not all breakdowns are compatible - this is reflected in the dropdown.

Age

View your data by age range. These values are estimated.

Gender

View your data by gender. These values are estimated.

Country

View your data by the country where people live or were located when they saw your ads, depending on how you set your location targeting. These values are estimated.

Region

View your data by the region (such as state or province) where people live or were located when they saw your ads, depending on how you set your location targeting. These values are estimated.

DMA Region

View your data by the designated marketing area (DMA) region where people live or were located when they saw your ads, depending on how you set your location targeting. A DMA region represents a U.S. media market or an area reached by TV, radio, newspaper or other media. If ads were delivered outside the U.S., data will appear in the Non-DMA Region category. These values are estimated.

Impression Device

View your data by the devices people were using when they saw your ads. These values are estimated.

Platform

View your data by platform where your ad was shown (ex: Facebook, Instagram). These values are estimated.

Placement

View your data by placement where your ad was shown (ex: Facebook desktop News Feed, Instagram mobile News Feed). These values are estimated.

Product ID

View your data by product ID. Product ID data is only available for ads connected to a catalog. These values are estimated.

Post Reaction Type

View your data by the reactions on your ads or boosted posts. The reactions button on an ad allows people to share different reactions on its content: Like, Love, Haha, Wow, Sad or Angry. These values are estimated.

Destination

View your data by the URL people went to after clicking on your ad. These values are estimated.

Video View Type

View your data by whether a video view was auto-play or click-to-play. These values are estimated.

Conversion Device

View your data by the devices people were using when they took any actions as a result of your ads. These values are estimated.

Not finding a breakdown you are interested in? Please contact support. We're interested in your use case!

Effective statuses

The three dimensions Ad Effective Status, Campaign Effective Status and Ad Set Effective Status will show the status of an Ad, Campaign or Ad Set.

The status of your Ads, Campaigns or Ad sets can be a cause of a perceived data mismatch. Make sure the data you view in the Facebook UI is filtered on the same statuses as in Funnel to avoid any mismatches in your data. 

Incompatible breakdowns & metrics

When selecting a breakdown, make sure it's compatible with your ad account and the metrics you wish to see. 

Product ID only works with Dynamic Product Ads (DPA). If you select it when connecting an account containing some or all non-DPA:s, you will only see a subset of your data.

Video metrics (3 second views excepted) are not compatible with breakdowns Region and DMA Region.

Attribution settings (Regular Metrics)

Our connector downloads metrics based on attribution setting of your choice. By default, Facebook picks 28 Day Click and 1 Day View (Bottom right in the picture).

If you're looking to view your data with different Attribution window models or breakdowns, please create an additional source of the same configuration but with your desired attribution windows or breakdown settings.
Note:
doing this will give you multiple costs/clicks/impressions. Be careful when you're summarising. 

Ad Creative settings (Regular Metrics)

It's possible to download additional metadata of the ad creative, such as link. Tick the Ad Creative checkbox and the dimensions will be added in your account.

All Ad Creative dimensions might not always have values, even if you have opted to include Ad Creative data in your Facebook Ads data source. This is because the content of the fields depend on how your Ad Creative has been set up. As an example: if the ad that you are looking at is a Page Post that was boosted, you should have values for the group of dimensions that have "Boosted Post" in the name, but you should not expect to have values for the group of dimensions that have "Asset" or "Carousel" in the name. Likewise, if you are looking at a dynamic ad you should see values for the group of dimensions that have "Asset" in the name, but not for fields with e.g "Boosted Post" or "Video" in the name.

Link

The first of the following Ad Creative Links that exists for an ad creative:

  • Ad Creative Link
  • Ad Creative Video Link
  • Ad Creative Template Link
  • Ad Creative Carousel Links
  • Ad Creative Carousel Template Links
  • Ad Creative Asset Links
  • Ad Creative Boosted Post Link
  • Ad Creative Boosted Post Carousel Links
  • Ad Creative Boosted Post Carousel CTA Links
  • Ad Creative Boosted Post Unshimmed URL

Creative Object Type

The type of object that is being advertised

Creative ID

The ID of the creative

Ad Creative Link

The Link of the Ad Creative

Ad Creative Link Message

The message of the link ad creative

Ad Creative Link Name

The name of the link ad creative

Ad Creative Link Description

The description of the link ad creative

Ad Creative Link Call To Action Type

The call to action type of the link ad 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 Creative Video Link Description

The Link Description of a Video creative

Ad Creative Video Call To Action Type

The Call to Action Type of a Video creative

Ad Creative Template Link

The Template Link of the 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 Descriptions

The descriptions of a carousel ad creative

Ad Creative Carousel Template Links

The Carousel Links of the Ad Creative Template

Ad Creative Asset Links

The Ad Asset Links of the Ad Creative

Ad Creative Asset Ad Formats

The Ad Formats of the Ad Creative

Ad Creative Asset Body Texts

The Body Texts of the Ad Creative

Ad Creative Asset Title Texts

The Title Texts of the Ad Creative

Ad Creative Boosted Post Link

The Link 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 Carousel CTA Links

The Carousel Call-To-Action Links 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 Boosted Post Descriptions

A list of descriptions of the Boosted Post that the Ad Creative is linked to

Ad Creative Boosted Post Titles

A list of titles 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 ID

The ID of the Boosted Post that the Ad Creative is linked to

Ad Creative Thumbnail URL

The Thumbnail URL of the Ad Creative

Ad Creative Image URL

The image URL of the Ad Creative

Ad Creative URL Parameters

The Tracking URL parameters (also known as URL tags) of the Ad Creative

Ad Preview Shareable Link

A link that enables users to preview an ad (might not be available for Boosted Posts linked to an unpublished Facebook Page)

Ad Created Time

The time of creation for an ad

Maximum values

We currently have a limit on the size of values we handle. If a metric value for a row is larger than:

  • 9.2 * 10^18 for regular values
  • 9.2 * 10^12 for monetary values

That value is set to 0.

Available Metrics

It is important to note that Funnel will only download data for actual Facebook campaigns. This means that, for example, Likes registered on a regular non-boosted post will not be extracted by the Facebook Ads connector. Each Page Like, Post Share or pixel conversion must be associated with some form of paid advertising on Facebook. 

Standard

  • Amount Spent
  • CPM (Cost per 1,000 Impressions)
  • Clicks (all)
  • Impressions

Actions and conversions

  • 100% In-View Impressions
  • Achievements Unlocked
  • Achievements Unlocked Conversion Value
  • Adds of Payment Info
  • Adds of Payment Info Conversion Value
  • Adds to Cart
  • Adds to Cart Conversion Value
  • Adds to Wishlist
  • Adds to Wishlist Conversion Value
  • App Activations
  • App Activations Conversion Value
  • App Installs
  • Applications Submitted
  • Appointments Scheduled
  • Blocked Messaging Connections
  • CPC (Cost per Link Click)
  • CTR (Link Click-Through Rate)
  • Check-ins
  • Checkouts Initiated
  • Checkouts Initiated Conversion Value
  • Contact Conversion Value
  • Contacts
  • Content Views
  • Content Views Conversion Value
  • Cost Per Appointment Scheduled
  • Cost Per Contact
  • Cost Per Donation
  • Cost Per In-App Ad Click
  • Cost Per Location Search
  • Cost Per Mobile App Application Submitted
  • Cost Per Mobile App Appointment Scheduled
  • Cost Per Mobile App Contact
  • Cost Per Mobile App Donation
  • Cost Per Mobile App Location Search
  • Cost Per Mobile App Subscription
  • Cost Per Mobile App Trial Started
  • Cost per New Messaging Connection
  • Cost Per Subscription
  • Cost Per Trial Started
  • Cost Per Website Application Submitted
  • Cost Per Website Appointment Scheduled
  • Cost Per Website Contact
  • Cost Per Website Donation
  • Cost Per Website Location Search
  • Cost Per Website Subscription
  • Cost Per Website Trial Started
  • Cost per 1,000 In-App Ad Impressions
  • Cost per Achievement Unlocked
  • Cost per Add to Cart
  • Cost per App Activation
  • Cost per App Install
  • Cost per Check-in
  • Cost per Checkout Initiated
  • Cost per Content View
  • Cost per Credit Spend
  • Cost per Custom Event
  • Cost per Desktop App Engagement
  • Cost per Desktop App Install
  • Cost per Desktop App Story Engagement
  • Cost per Desktop App Use
  • Cost per Event Response
  • Cost per Game Play
  • Cost per Landing Page View
  • Cost per Lead
  • Cost per Level Achieved
  • Cost per Mobile App Action
  • Cost per Mobile App Content View
  • Cost per Mobile App Install
  • Cost per Mobile App Purchase
  • Cost per Mobile App Registration Completed
  • Cost per Mobile App Search
  • Cost per Mobile App Session
  • Cost per Offline Other Conversion
  • Cost per Other Mobile App Action
  • Cost per Page Engagement
  • Cost per Page Like
  • Cost per Page Mention
  • Cost per Page Tab View
  • Cost per Photo View
  • Cost per Post Comment
  • Cost per Post Engagement
  • Cost per Post Reaction
  • Cost per Post Share
  • Cost per Purchase
  • Cost per Rating Submitted
  • Cost per Registration Completed
  • Cost per Search
  • Cost per Store Visit
  • Cost per Submit Application
  • Cost per Tutorial Completed
  • Cost per Website Add of Payment Info
  • Cost per Website Add to Cart
  • Cost per Website Add to Wishlist
  • Cost per Website Checkout Initiated
  • Cost per Website Content Views
  • Cost per Website Conversion
  • Cost per Website Lead
  • Cost per Website Purchase
  • Cost per Website Registration Completed
  • Cost per Website Search
  • Cost per offline purchase
  • Credit Spends
  • Credit Spends Conversion Value
  • Custom Events
  • Customize Product Conversion Value
  • Desktop App Credit Spends
  • Desktop App Engagement
  • Desktop App Installs
  • Desktop App Story Engagement
  • Desktop App Uses
  • Desktop Credit Spends Conversion Value
  • Donate Conversion Value
  • Donations
  • Event Responses
  • Find Location Conversion Value
  • Game Plays
  • In-App Ad Clicks
  • In-App Ad Impressions
  • Landing Page Views
  • Leads
  • Leads Conversion Value
  • Levels Achieved
  • Levels Achieved Conversion Value
  • Link Clicks
  • Location Searches
  • Messaging Conversations Started
  • Messaging Replies
  • Mobile App Achievements Unlocked
  • Mobile App Achievements Unlocked Conversion Value
  • Mobile App Actions
  • Mobile App Actions Conversion Value
  • Mobile App Adds of Payment Info
  • Mobile App Adds of Payment Info Conversion Value
  • Mobile App Adds to Cart
  • Mobile App Adds to Cart Conversion Value
  • Mobile App Adds to Wishlist
  • Mobile App Adds to Wishlist Conversion Value
  • Mobile App Applications Submitted
  • Mobile App Appointments Scheduled
  • Mobile App Checkouts Initiated
  • Mobile App Checkouts Initiated Conversion Value
  • Mobile App Contact Conversion Value
  • Mobile App Contacts
  • Mobile App Content Views
  • Mobile App Content Views Conversion Value
  • Mobile App Credits Spent
  • Mobile App Credits Spent Conversion Value
  • Mobile App Customize Product Conversion Value
  • Mobile App D2 Retention
  • Mobile App D7 Retention
  • Mobile App Donate Conversion Value
  • Mobile App Donations
  • Mobile App Find Location Conversion Value
  • Mobile App Levels Completed
  • Mobile App Levels Completed Conversion Value
  • Mobile App Location Searches
  • Mobile App Products Customized
  • Mobile App Purchases
  • Mobile App Purchases Conversion Value
  • Mobile App Ratings Submitted
  • Mobile App Ratings Submitted Conversion Value
  • Mobile App Registrations Completed
  • Mobile App Registrations Completed Conversion Value
  • Mobile App Schedule Conversion Value
  • Mobile App Searches
  • Mobile App Searches Conversion Value
  • Mobile App Sessions
  • Mobile App Sessions Conversion Value
  • Mobile App Start Trial Conversion Value
  • Mobile App Submit Application Conversion Value
  • Mobile App Subscribe Conversion Value
  • Mobile App Subscriptions
  • Mobile App Trials Started
  • Mobile App Tutorials Completed
  • Mobile App Tutorials Completed
  • Mobile App Tutorials Completed Conversion Value
  • Mobile app installs
  • New Messaging Connections
  • Offline Other Conversion Value
  • Offline Other Conversions
  • Offline purchases
  • Offline purchases conversion value
  • On Facebook Applications Submitted
  • On Facebook Submit Application Conversion Value
  • On-Facebook Add to Cart
  • On-Facebook Add to Cart Conversion Value
  • On-Facebook Leads
  • On-Facebook Leads Conversion Value
  • On-Facebook Purchase Conversion Value
  • On-Facebook Purchases
  • On-Facebook View Content
  • On-Facebook View Content Conversion Value
  • On-Facebook Workflow Completion Conversion Value
  • On-Facebook Workflow Completions
  • Other Mobile App Actions
  • Other Mobile App Actions Conversion Value
  • Outbound CPC (Cost per Outbound Click)
  • Outbound CTR (Outbound Click-Through Rate)
  • Outbound Clicks
  • Page Engagement
  • Page Likes
  • Page Mentions
  • Page Tab Views
  • Photo Views
  • Post Comments
  • Post Engagement
  • Post Reactions
  • Post Saves
  • Post Shares
  • Products Customized
  • Purchases
  • Purchases Conversion Value
  • Ratings Submitted
  • Ratings Submitted Conversion Value
  • Registrations Completed
  • Registrations Completed Conversion Value
  • Searches
  • Searches Conversion Value
  • Start Trial Conversion Value
  • Store Visits
  • Submit Application Conversion Value
  • Subscribe Conversion Value
  • Subscriptions
  • Trials Started
  • Tutorials Completed
  • Tutorials Completed Conversion Value
  • Website Adds of Payment Info
  • Website Adds of Payment Info Conversion Value
  • Website Adds to Cart
  • Website Adds to Cart Conversion Value
  • Website Adds to Wishlist
  • Website Adds to Wishlist Conversion Value
  • Website Applications Submitted
  • Website Appointments Scheduled
  • Website Checkouts Initiated
  • Website Checkouts Initiated Conversion Value
  • Website Contact Conversion Value
  • Website Contacts
  • Website Content Views
  • Website Content Views Conversion Value
  • Website Conversion Value
  • Website Conversions
  • Website Customize Product Conversion Value
  • Website Donate Conversion Value
  • Website Donations
  • Website Find Location Conversion Value
  • Website Leads
  • Website Leads Conversion Value
  • Website Location Searches
  • Website Products Customized
  • Website Purchases
  • Website Purchases Conversion Value
  • Website Registrations Completed
  • Website Registrations Completed Conversion Value
  • Website Schedule Conversion Value
  • Website Searches
  • Website Searches Conversion Value
  • Website Start Trial Conversion Value
  • Website Submit Application Conversion Value
  • Website Submit Application Conversion Value
  • Website Subscribe Conversion Value
  • Website Subscriptions
  • Website Trials Started

Video

  • 3-Second Video Views
  • 30-Second Video Views
  • Cost per 3-Second Video View
  • Cost per ThruPlay
  • Cost per Video Play
  • Video Plays
  • Video Watches at 100%
  • Video Watches at 25%
  • Video Watches at 50%
  • Video Watches at 75%
  • Video Watches at 95%
  • Video thruplay

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