Non-aggregatable metrics

This article describes how Facebook Ads non-aggregatable metrics work in Funnel. Click here to learn more about non-aggregatable metrics in general.


This report currently gets you two metrics: Reach and Frequency.

Note: Both metrics are estimated and based on sampled data.


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.

Reach gives you a measure of how many people were exposed to your message during an ad campaign. People may not always click on your ads, but they may be more likely to engage with your business when they see your message. Your reach can be affected by your bid, budget and audience targeting.


The average number of times each person saw your ad.

Frequency helps to build awareness and recall by showing your message to people in your target audience multiple times. Frequency may average 1 to 2 per ad set or may be much higher, depending on your budget, audience size and schedule.

Adding a data source

When connecting a Facebook non-aggregatable source you need to make two decisions:

On what level do you want to view the data? (Campaign, Ad Set or Ad)

Some data for levels “above” selected level will be included. So, connecting on Ad level gets you ID and name for Ad Set and Campaign, besides Ad data.

What time window are you interested in? (1, 7, 14, 30, 90 days or lifetime)

The time window you select will determine how many days of data each value represents.
If you select lifetime, each value will represent the total reach or frequency up until the date of that value.

Viewing the data in Funnel 

In the Funnel Data Explorer, you need to select “Date” and the “ID” of the Facebook dimension you selected in the setup, e.g. Ad ID, Ad Set ID or Campaign ID. Then select any dimension, corresponding to Facebook Ads and the level you chose in the setup, you are interested in. 

ID or name?

While the name of a Campaign, Ad Set or Ad may be easier to work with, ID has the advantage that it is guaranteed to be unique.

So if you happen to have two Campaigns with the same Name and look at your data by Date and Campaign Name only, you won’t see any values for your non-aggregatable metrics. 

Therefore we recommend that you include both the ID and Name of your Campaigns, Ad Sets or Ads, even if Name is the dimension you’re interested in.


I want to see daily frequency of my ads.

Connect a Facebook ads source on Ad level with "1 day" time window.

In the data explorer, select dimensions "Date", "Ad ID", "Ad Name" and the metric "Frequency (1 day, Ad)".

I want to see the weekly reach of a specific campaign.

Connect your Facebook ads source on  Campaign level and with a "7 day" time window.

Select dimensions "Date", "Campaign ID", "Campaign Name" "Day of week" (plus any other campaign level dimensions of interest) and the metric "Reach (7 day, Campaign)".

Filter on "Day of Week" = "Sunday" and "Campaign Name" = <The name of the campaign you’re interested in>

Each row will now show the weekly (the week preceding the date of the row) reach for a campaign.

Did this answer your question?