Meta Ads Fields
This page provides a comprehensive reference of all supported metrics and breakdowns available for Meta Ads (Facebook & Instagram) data extraction through Adzviser.
Metrics
Metrics are quantitative measurements of your Meta Ads performance.
Core Performance
| Field Name | Description |
|---|---|
| Reach | The number of unique people who saw your ads |
| Frequency | The average number of times each person saw your ad |
| Impressions | The number of times your ads were shown |
| Actions | Total number of actions taken on your ad |
| People Taking Action | Unique number of people who took action |
| Spend | The total amount spent on your ads |
| Social Spend | Amount spent on social impressions |
Quality & Ranking
| Field Name | Description |
|---|---|
| Quality Ranking | Ad quality ranking compared to competing ads |
| Engagement Rate Ranking | Expected engagement rate ranking |
| Conversion Rate Ranking | Expected conversion rate ranking |
Cost Metrics
| Field Name | Description |
|---|---|
| Cost Per 1000 People Reached | Cost per 1,000 unique people reached |
| CPM | Cost per 1,000 impressions |
| Cost Per Any Action | Average cost per action |
| CPC (Link) | Cost per link click |
| Cost Per Unique Link Click | Cost per unique link click |
| Cost Per Outbound Click | Cost per outbound click |
| Cost Per Unique Outbound Click | Cost per unique outbound click |
| CPC (All) | Cost per click (all types) |
| Cost Per Unique Click (All) | Cost per unique click (all types) |
| Cost Per ThruPlay | Cost per ThruPlay video view |
| Cost Per Landing Page View | Cost per landing page view |
| Cost Per Page Engagement | Cost per page engagement |
| Cost Per Page Like | Cost per page like |
| Cost Per Post Comment | Cost per post comment |
| Cost Per Post Engagement | Cost per post engagement |
| Cost Per Post Reaction | Cost per post reaction |
| Cost Per Post Share | Cost per post share |
| Cost Per Photo View | Cost per photo view |
| Cost Per Event Response | Cost per event response |
| Cost Per Check-In | Cost per check-in |
Clicks & CTR
| Field Name | Description |
|---|---|
| Link Clicks | Number of link clicks |
| Outbound Clicks | Number of outbound clicks |
| Unique Outbound Clicks | Unique outbound clicks |
| CTR (Link Click-Through Rate) | Link click-through rate |
| Unique CTR (Link Click-Through Rate) | Unique link click-through rate |
| Outbound CTR | Outbound click-through rate |
| Unique Outbound CTR | Unique outbound click-through rate |
| Clicks (All) | Total clicks (all types) |
| Unique Clicks (All) | Unique clicks (all types) |
| CTR (All) | Click-through rate (all types) |
| Unique CTR (All) | Unique click-through rate (all types) |
Video Metrics
| Field Name | Description |
|---|---|
| 30-Second Video Views | Number of times video was viewed for 30+ seconds |
| Video Watches At 25% | Number of times video was watched to 25% |
| Video Watches At 50% | Number of times video was watched to 50% |
| Video Watches At 75% | Number of times video was watched to 75% |
| Video Watches At 95% | Number of times video was watched to 95% |
| Video Watches At 100% | Number of times video was watched to 100% |
| Video Average Watch Time | Average time spent watching video |
| Video Play Actions | Number of video play actions |
| ThruPlay Actions | Number of ThruPlay completions |
| Three-Second Video Views | Number of 3-second video views |
Canvas & Ad Recall
| Field Name | Description |
|---|---|
| Avg. Canvas View Time | Average time spent viewing canvas |
| Avg. Canvas View Percentage | Average percentage of canvas viewed |
| Estimated Ad Recall Lift (People) | Estimated number of people who would remember your ad |
| Estimated Ad Recall Lift Rate (%) | Estimated ad recall lift rate |
| Cost Per Estimated Ad Recall Lift (People) | Cost per estimated ad recall lift |
ROAS & Value
| Field Name | Description |
|---|---|
| Return On Ad Spend (ROAS) | Return on ad spend for purchases |
| Website Purchase ROAS | ROAS for website purchases |
| Total Action Value | Total value of all actions |
| Purchase Conversion Value | Total value of purchases |
| Content Views Conversion Value | Total value of content views |
E-commerce Conversions
| Field Name | Description |
|---|---|
| Total Purchases | Total number of purchases (all sources) |
| Total Adds To Cart | Total add to cart events |
| Total Checkouts Initiated | Total checkout initiations |
| Total Content Views | Total content view events |
| Total Searches | Total search events |
| Total Adds To Wishlist | Total add to wishlist events |
| Total Completed Registrations | Total completed registrations |
Website Conversions
| Field Name | Description |
|---|---|
| Website Purchases | Purchases tracked via pixel |
| Website Adds To Cart | Add to cart events from pixel |
| Website Checkouts Initiated | Checkout initiations from pixel |
| Website Content Views | Content views from pixel |
| Website Searches | Searches from pixel |
| Website Adds To Wishlist | Add to wishlist from pixel |
| Website Registrations Completed | Registrations from pixel |
| Website Leads | Lead events from pixel |
| Website Adds Payment Info | Payment info additions from pixel |
| Website Custom Pixel Event | Custom pixel events |
| Landing Page Views | Number of landing page views |
Website Conversion Values
| Field Name | Description |
|---|---|
| Website Purchases Conversion Value | Value of website purchases |
| Website Adds To Cart Conversion Value | Value of website add to carts |
| Website Checkouts Initiated Conversion Value | Value of website checkouts |
| Website Leads Conversion Value | Value of website leads |
| Website Registrations Completed Conversion Value | Value of website registrations |
| Website Adds To Wishlist Conversion Value | Value of website wishlist additions |
| Website Searches Conversion Value | Value of website searches |
| Website Adds Of Payment Info Conversion Value | Value of payment info additions |
Website Conversion Costs
| Field Name | Description |
|---|---|
| Cost Per Website Purchase | Cost per website purchase |
| Cost Per Website Add To Cart | Cost per website add to cart |
| Cost Per Website Checkout Initiated | Cost per website checkout |
| Cost Per Website Content Views | Cost per website content view |
| Cost Per Website Search | Cost per website search |
| Cost Per Website Add To Wishlist | Cost per website wishlist add |
| Cost Per Website Registration Completed | Cost per website registration |
| Cost Per Website Lead | Cost per website lead |
| Cost Per Website Add Of Payment Info | Cost per payment info add |
| Cost Per Website Custom Pixel Event | Cost per custom pixel event |
| Cost Per Total Purchases | Cost per total purchase |
Page & Post Engagement
| Field Name | Description |
|---|---|
| Page Engagements | Total page engagement actions |
| Page Likes | Number of page likes |
| Page Subscribes | Number of page subscriptions |
| Post Comments | Number of post comments |
| Post Engagements | Total post engagement actions |
| Post Reactions | Number of post reactions |
| Post Saves | Number of post saves |
| Post Shares | Number of post shares |
| Photo Views | Number of photo views |
| Event Responses | Number of event responses |
| Check-Ins | Number of check-ins |
Messaging
| Field Name | Description |
|---|---|
| New Messaging Conversations | New messaging conversations started |
| New Messaging Conversations Within 7 Days | New conversations within 7 days |
| Blocked Message Conversations | Blocked messaging conversations |
| Cost Per New Messaging Conversations | Cost per new conversation |
| Cost Per New Messaging Conversations Within 7 Days | Cost per new conversation (7 days) |
On-Facebook Conversions
| Field Name | Description |
|---|---|
| On-Facebook Purchases | Purchases made on Facebook |
| On-Facebook Workflow Completion | Workflow completions on Facebook |
| On-Facebook Leads | Leads generated on Facebook |
| On-Facebook Post Saves | Post saves on Facebook |
| Leads (Form) | Lead form submissions |
| Phone Number Clicks | Clicks on phone number |
| Cost Per On-Facebook Purchase | Cost per on-Facebook purchase |
| Cost Per Workflow Completion On Facebook | Cost per workflow completion |
| Cost Per On-Facebook Lead | Cost per on-Facebook lead |
| Cost Per On-Facebook Post Saves | Cost per post save |
| Cost Per On-Facebook Phone Number Click | Cost per phone click |
| Cost Per On-Facebook Get Directions Click | Cost per directions click |
Contact & Schedule
| Field Name | Description |
|---|---|
| Contact (Total) | Total contact actions |
| Contact (Website) | Website contact actions |
| Contact (Mobile App) | Mobile app contact actions |
| Contact (Offline) | Offline contact actions |
| Schedule (Total) | Total schedule actions |
| Schedule (Website) | Website schedule actions |
| Schedule (Mobile App) | Mobile app schedule actions |
| Schedule (Offline) | Offline schedule actions |
| Cost Per Contact | Cost per contact action |
| Cost Per Schedule | Cost per schedule action |
Other Conversions
| Field Name | Description |
|---|---|
| Customize Product (Total) | Total customize product actions |
| Customize Product (Website) | Website customize product |
| Customize Product (Mobile App) | Mobile app customize product |
| Customize Product (Offline) | Offline customize product |
| Donate (Total) | Total donation actions |
| Donate (Website) | Website donations |
| Donate (On Facebook) | On-Facebook donations |
| Donate (Mobile App) | Mobile app donations |
| Donate (Offline) | Offline donations |
| Find Location (Total) | Total find location actions |
| Find Location (Website) | Website find location |
| Find Location (Mobile App) | Mobile app find location |
| Find Location (Offline) | Offline find location |
| Start Trial (Total) | Total trial starts |
| Start Trial (Website) | Website trial starts |
| Start Trial (Mobile App) | Mobile app trial starts |
| Start Trial (Offline) | Offline trial starts |
| Submit Application (Total) | Total application submissions |
| Submit Application (Website) | Website applications |
| Submit Application (Mobile App) | Mobile app applications |
| Submit Application (Offline) | Offline applications |
| Subscribe (Total) | Total subscriptions |
| Subscribe (Website) | Website subscriptions |
| Subscribe (Mobile App) | Mobile app subscriptions |
| Subscribe (Offline) | Offline subscriptions |
Cost Per Other Conversions
| Field Name | Description |
|---|---|
| Cost Per Customize Product | Cost per customize product |
| Cost Per Donate | Cost per donation |
| Cost Per Find Location | Cost per find location |
| Cost Per Start Trial | Cost per trial start |
| Cost Per Subscribe | Cost per subscription |
| Cost Per Submit Application | Cost per application |
Mobile App Metrics
| Field Name | Description |
|---|---|
| Ad Click (Mobile App) | Mobile app ad clicks |
| Ad Impression (Mobile App) | Mobile app ad impressions |
| Cost Per 3-Second Video Views | Cost per 3-second video view |
| Cost Per Ad Click (Mobile App) | Cost per mobile app click |
| Cost Per Ad Impression (Mobile App) | Cost per mobile app impression |
| Cost Per App Install | Cost per app install |
| Cost Per Game Play | Cost per game play |
| Cost Per Credit Spend Action | Cost per credit spend |
| Cost Per Mobile App Install | Cost per mobile app install |
| Cost Per Mobile App Achievement Unlocked | Cost per achievement unlocked |
| Cost Per Mobile App Add To Basket | Cost per add to basket |
| Cost Per Mobile App Add To Wishlist | Cost per add to wishlist |
| Cost Per Mobile App Checkout Initiated | Cost per checkout initiated |
| Cost Per Mobile App Content View | Cost per content view |
| Cost Per Mobile App Credit Spent | Cost per credit spent |
| Cost Per Mobile App Level Completed | Cost per level completed |
| Cost Per Mobile App Payment Info Add | Cost per payment info add |
| Cost Per Mobile App Purchase | Cost per mobile purchase |
| Cost Per Mobile App Rating Submitted | Cost per rating submitted |
| Cost Per Mobile App Registration Completed | Cost per registration |
| Cost Per Mobile App Search | Cost per mobile search |
| Cost Per Mobile App Starts | Cost per app start |
| Cost Per Mobile App Tutorial Completed | Cost per tutorial completed |
| Cost Per Other Mobile App Action | Cost per other app action |
Breakdowns
Breakdowns are dimensions that allow you to segment and analyze your data.
Account Level
| Field Name | Description |
|---|---|
| Account Name | The name of the ad account |
| Account ID | The unique identifier for the account |
| Business Name | The business name associated with the account |
| Business Country | The country of the business |
| Business City | The city of the business |
| Account Status | The current status of the account |
| Account Currency | The currency used by the account |
| Account Timezone | The timezone name of the account |
| Account Timezone ID | The timezone ID |
| Account Timezone Offset From UTC | Timezone offset from UTC in hours |
| Account Spend Cap | The spending cap for the account |
| Account Amount Spent | Total amount spent by the account |
| Account Balance | Current account balance |
| Account Funding Source | The funding source for the account |
Campaign Level
| Field Name | Description |
|---|---|
| Campaign Name | The name of the campaign |
| Campaign ID | The unique identifier for the campaign |
| Campaign Objective | The objective of the campaign |
| Campaign Delivery Status | The effective delivery status |
| Campaign Delivery Issues | Any delivery issues affecting the campaign |
| Campaign Tags | Labels/tags associated with the campaign |
| Campaign Buying Type | The buying type (auction, reserved, etc.) |
| Campaign Spending Limit | The spending limit for the campaign |
| Campaign Start Date | The start date of the campaign |
| Campaign End Date | The end date of the campaign |
| Campaign Created Date | When the campaign was created |
| Campaign Daily Budget | The daily budget for the campaign |
| Campaign Lifetime Budget | The lifetime budget for the campaign |
| Is Campaign Using SKAdNetwork | Whether STAdNetwork attribution is used |
Ad Set Level
| Field Name | Description |
|---|---|
| Ad Set Name | The name of the ad set |
| Ad Set ID | The unique identifier for the ad set |
| Ad Set Delivery Status | The effective delivery status |
| Ad Set Delivery Issues | Any delivery issues affecting the ad set |
| Ad Set Tags | Labels/tags associated with the ad set |
| Ad Set Bid Type | The bid strategy used |
| Ad Set Bid Amount | The bid amount |
| Ad Set Start Date | The start date of the ad set |
| Ad Set End Date | The end date of the ad set |
| Ad Set Created Date | When the ad set was created |
| Ad Set Daily Budget | The daily budget for the ad set |
| Ad Set Lifetime Budget | The lifetime budget for the ad set |
| Ad Set Lifetime Minimum Spend Target | Minimum spend target |
| Ad Set Lifetime Spend Cap | Lifetime spending cap |
| Ad Set Target Audience | The targeting configuration |
| Ad Set Targeting Audience Maximum Age | Maximum age in targeting |
| Ad Set Targeting Audience Minimum Age | Minimum age in targeting |
| Ad Set Targeting Audience Country Location | Targeted countries |
| Ad Set Targeting Audience Country Groups | Targeted country groups |
| Ad Set Targeting Audience Location Type | Location targeting type |
| Ad Set Promoted Object | The promoted object (app, page, etc.) |
Ad Level
| Field Name | Description |
|---|---|
| Ad Name | The name of the ad |
| Ad ID | The unique identifier for the ad |
| Ad Effective Status | The effective status of the ad |
| Ad Tags | Labels/tags associated with the ad |
| Ad Preview Shareable Link | Shareable preview link for the ad |
| Ad Delivery Status | The delivery status of the ad |
| Ad Delivery Issues | Any delivery issues affecting the ad |
| Ad Bid Amount | The bid amount for the ad |
| Ad Review Feedback | Feedback from ad review |
| Ad Tracking Specs | Tracking specifications |
| Ad Created Date | When the ad was created |
| Ad Last Edited Date | When the ad was last edited |
Ad Creative
| Field Name | Description |
|---|---|
| Ad Creative Name | The name of the creative |
| Ad Creative Title | The title of the creative |
| Ad Creative Body | The body text of the creative |
| Ad Creative Object Type | The type of object (video, image, etc.) |
| Ad Creative Call-To-Action Type | The CTA type used |
| Ad Creative Thumbnail URL | URL of the thumbnail image |
| Ad Creative Image URL | URL of the creative image |
| Ad Creative Destination URL | The destination URL |
| Ad Creative Link URL | The link URL |
| Ad Creative URL Tags | URL tracking tags |
| Ad Creative Instagram Media | Instagram permalink URL |
| Ad Creative Facebook URL | Facebook URL for the creative |
Delivery Breakdowns
| Field Name | Description |
|---|---|
| Impression Device | The device type for impressions |
| Publisher Platform | The platform (Facebook, Instagram, etc.) |
| Platform Position | The position on the platform (feed, stories, etc.) |
| Device Platform | The device platform |
| Place Page ID | The place page ID |
Demographic Breakdowns
| Field Name | Description |
|---|---|
| Gender | The gender of the audience |
| Age | The age range of the audience |
Geographic Breakdowns
| Field Name | Description |
|---|---|
| Country | The country of the audience |
| Region | The region of the audience |
| DMA | Designated Market Area |
Product Breakdowns
| Field Name | Description |
|---|---|
| Product ID | The product ID for dynamic ads |