Metric list for Facebook Ads

FieldCode
 
PERFORMANCE
Reachreach
Frequency (impressions/people)frequency
Impressionsimpressions
Social reachsocialreach
Social impressionssocialimpressions
Actionsactions
People taking actionunique_actions
Relevance scorerelevance_score_number
Amount spentcost
Social spendsocialspend
Action rate % (actions/impressions)actionrate_perc
People taking action rate % (people taking action/reach)uniqueactionrate_perc
Total action valueaction_value
Return on ad spend (ROAS) %ROAS_perc
 
COST
Cost per 1000 people reachedCPP
CPM (cost per 1000 impressions)CPM
Cost per any actionCPA
 
CLICKS
Link clickslink_clicks
Unique link clicksunique_action_link_click
CTR (link click-through rate)link_CTR_perc
Clicks (all)clicks
Unique clicks (all)uniqueclicks
CTR (all)CTR_perc
Unique CTR (all)UCTR_perc
Social clicks (all)socialclicks
Unique social clicks (all)uniquesocialclicks
 
CLICKS COST
CPC (cost per link click)CPLC
Cost per unique link clickUCPLC
Cost per outbound clickCPOC
Cost per unique outbound clickUCPOC
CPC (all)CPC
Cost per unique click (all)UCPC
 
PAGE POST ENGAGEMENT
Page engagementspage_engagement
Page likeslike
Page mentionsmention
Page tab viewstab_view
Post commentscomment
Post engagementspost_engagement
Post reactionspost_like
Post sharespost
Photo viewsphoto_view
Event responsesrsvp
Offer claimsreceive_offer
Check-inscheckin
 
PAGE POST ENGAGEMENT COST
Cost per page engagementcost_per_page_engagement
Cost per page likecost_per_page_like
Cost per page mentioncost_per_page_mention
Cost per page tab viewcost_per_page_tab_view
Cost per post commentcost_per_post_comment
Cost per post engagementcost_per_post_engagement
Cost per post reactioncost_per_post_reaction
Cost per post sharecost_per_post_share
Cost per photo viewcost_per_photo_view
Cost per event responsecost_per_event_response
Cost per offer claimcost_per_offer_claim
Cost per check-incost_per_checkin
 
UNIQUE PAGE POST ENGAGEMENT
Unique page engagementsunique_action_page_engagement
Unique page likesunique_action_like
Unique page mentionsunique_action_mention
Unique page tab viewsunique_action_tab_view
Unique post commentsunique_action_comment
Unique post engagementsunique_action_post_engagement
Unique post reactionsunique_action_post_reaction
Unique post sharesunique_action_post
Unique photo viewsunique_action_photo_view
Unique event responsesunique_action_rsvp
Unique offer claimsunique_action_receive_offer
Unique check-insunique_action_checkin
 
UNIQUE PAGE POST ENGAGEMENT COST
Cost per unique page engagementcost_per_unique_action_page_engagement
Cost per unique page likecost_per_unique_page_like
Cost per unique page mentioncost_per_unique_page_mention
Cost per unique page tab viewcost_per_unique_page_tab_view
Cost per unique post commentcost_per_unique_post_comment
Cost per unique post engagementcost_per_unique_post_engagement
Cost per unique post reactioncost_per_unique_post_reaction
Cost per unique post sharecost_per_unique_post_share
Cost per unique photo viewcost_per_unique_photo_view
Cost per unique event responsecost_per_unique_event_response
Cost per unique offer claimcost_per_unique_offer_claim
Cost per unique check-incost_per_unique_checkin
 
MEDIA
Three-second video viewsvideo_view
Unique three-second video viewsunique_action_video_view
Ten-second video viewsvideo_10_sec_watched_actions
15-second video viewsvideo_15_sec_watched_actions
30-second video viewsvideo_30_sec_watched_actions
Video watches at 25%video_p25_watched_actions
Video watches at 50%video_p50_watched_actions
Video watches at 75%video_p75_watched_actions
Video watches at 95%video_p95_watched_actions
Video watches at 100%video_p100_watched_actions
Video average percentage watchedvideo_average_watched
Video average watch timevideo_average_watch_time
Clicks to play videovideo_play
Unique clicks to play videounique_action_video_play
 
MEDIA COST
Cost per three-second video viewcost_per_3s_video_view
Cost per ten-second video viewcost_per_10s_video_view
 
AWARENESS
Estimated ad recall lift (people)estimated_ad_recallers
Estimated ad recall lift rate (%)estimated_ad_recall_rate_perc
Estimated ad recall lift (lower bound)estimated_ad_recallers_lower_bound
Estimated ad recall lift (upper bound)estimated_ad_recallers_upper_bound
 
AWARENESS COST
Cost per estimated ad recall lift (people)cost_per_estimated_ad_recallers
 
WEBSITE (FACEBOOK PIXEL)
Website conversionsoffsite_conversion
Website adds of payment infooffsite_conversions_fb_pixel_add_payment_info
Website adds to cartoffsite_conversions_fb_pixel_add_to_cart
Website adds to wishlistoffsite_conversions_fb_pixel_add_to_wishlist
Website registrations completedoffsite_conversions_fb_pixel_complete_registration
Website custom conversionsoffsite_conversions_fb_pixel_custom
Website checkouts initiatedoffsite_conversions_fb_pixel_initiate_checkout
Website leadsoffsite_conversions_fb_pixel_lead
Website purchasesoffsite_conversions_fb_pixel_purchase
Website searchesoffsite_conversions_fb_pixel_search
Website content viewsoffsite_conversions_fb_pixel_view_content
Website adds to cart (conversion tracking pixel)offsite_conversion.add_to_cart
Website checkouts initiated (conversion tracking pixel)offsite_conversion.checkout
Website key page views (conversion tracking pixel)offsite_conversion.key_page_view
Website leads (conversion tracking pixel)offsite_conversion.lead
Website registrations (conversion tracking pixel)offsite_conversion.registration
Other website conversionsoffsite_conversion.other
 
WEBSITE (FACEBOOK PIXEL) COST
Cost per website conversioncost_per_website_conversion
Cost per website add of payment infocost_per_website_add_payment_info
Cost per website add to cartcost_per_website_add_to_cart
Cost per website add to wishlistcost_per_website_add_to_wishlist
Cost per website registration completedcost_per_website_complete_registration
Cost per website custom conversioncost_per_website_custom_conversion
Cost per website checkout initiatedcost_per_website_initiate_checkout
Cost per website leadcost_per_website_lead
Cost per website purchasecost_per_website_purchase
Cost per website searchcost_per_website_search
Cost per website content viewscost_per_website_view_content
Cost per website add to cart (conversion tracking pixel)cost_per_offsite_conversion_add_to_cart
Cost per website checkout initiated (conversion tracking pixel)cost_per_offsite_conversion_checkout
Cost per website key page view (conversion tracking pixel)cost_per_offsite_conversion_key_page_view
Cost per website lead (conversion tracking pixel)cost_per_offsite_conversion_lead
Cost per website registration (conversion tracking pixel)cost_per_offsite_conversion_registration
Cost per other website conversioncost_per_offsite_conversion_other
 
WEBSITE CONVERSION VALUE (FACEBOOK PIXEL)
Website purchase ROASwebsite_purchase_roas
Website conversion valueoffsite_conversion_value
Website adds of payment info conversion valueoffsite_conversion_value_fb_pixel_add_payment_info
Website adds to cart conversion valueoffsite_conversion_value_fb_pixel_add_to_cart
Website adds to wishlist conversion valueoffsite_conversion_value_fb_pixel_add_to_wishlist
Website registrations completed conversion valueoffsite_conversion_value_fb_pixel_complete_registration
Website custom conversions valueoffsite_conversion_value_fb_pixel_custom
Website checkouts initiated conversion valueoffsite_conversion_value_fb_pixel_initiate_checkout
Website leads conversion valueoffsite_conversion_value_fb_pixel_lead
Website purchases conversion valueoffsite_conversion_value_fb_pixel_purchase
Website searches conversion valueoffsite_conversion_value_fb_pixel_search
Website content views conversion valueoffsite_conversion_value_fb_pixel_view_content
 
APP ACTIONS
Game playsgames.plays
Desktop app engagementsapp_engagement
Desktop app installsapp_install
Desktop app story engagementsapp_story
Desktop app usesapp_use
Credit spendscredit_spent
Mobile app achievements unlockedapp_custom_event.fb_mobile_achievement_unlocked
Mobile app actionsapp_custom_event
Mobile app adds of payment infoapp_custom_event.fb_mobile_add_payment_info
Mobile app adds to cartapp_custom_event.fb_mobile_add_to_cart
Mobile app adds to wishlistapp_custom_event.fb_mobile_add_to_wishlist
Mobile app registrations completedapp_custom_event.fb_mobile_complete_registration
Mobile app checkouts initiatedapp_custom_event.fb_mobile_initiated_checkout
Mobile app content viewsapp_custom_event.fb_mobile_content_view
Mobile app credits spentapp_custom_event.fb_mobile_spent_credits
Mobile app installsmobile_app_install
Mobile app levels completedapp_custom_event.fb_mobile_level_achieved
Mobile app purchasesapp_custom_event.fb_mobile_purchase
Mobile app ratings submittedapp_custom_event.fb_mobile_rate
Mobile app searchesapp_custom_event.fb_mobile_search
Mobile app sessionsapp_custom_event.fb_mobile_activate_app
Mobile app tutorials completedapp_custom_event.fb_mobile_tutorial_completion
Other mobile app actionsapp_custom_event.other
 
APP ACTIONS COST
Cost per app installcost_per_app_install
Cost per game playcost_per_game_play
Cost per desktop app engagementcost_per_desktop_app_engagement
Cost per desktop app installcost_per_desktop_app_install
Cost per desktop app story engagementcost_per_desktop_app_story_engagement
Cost per desktop app usecost_per_desktop_app_use
Cost per credit spend actioncost_per_credit_spend_action
Cost per mobile app achievement unlockedcost_per_mobile_app_achievement_unlocked
Cost per mobile app actioncost_per_mobile_app_action
Cost per mobile app add to basketcost_per_mobile_app_add_to_basket
Cost per mobile app add to wishlistcost_per_mobile_app_add_to_wishlist
Cost per mobile app checkout initiatedcost_per_mobile_app_checkout_initiated
Cost per mobile app content viewcost_per_mobile_app_content_view
Cost per mobile app credit spentcost_per_mobile_app_credit_spent
Cost per mobile app installcost_per_mobile_app_install
Cost per mobile app level completedcost_per_mobile_app_level_completed
Cost per mobile app payment info addcost_per_mobile_app_payment_info_add
Cost per mobile app purchasecost_per_mobile_app_purchase
Cost per mobile app rating submittedcost_per_mobile_app_rating_submitted
Cost per mobile app registration completedcost_per_mobile_app_registration_completed
Cost per mobile app searchcost_per_mobile_app_search
Cost per mobile app sessioncost_per_mobile_app_session
Cost per mobile app tutorial completedcost_per_mobile_app_tutorial_completed
Cost per other mobile app actioncost_per_other_mobile_app_action
 
UNIQUE APP ACTIONS
Unique game playsunique_action_games.plays
Unique desktop app engagementsunique_action_app_engagement
Unique desktop app installsunique_action_app_install
Unique desktop app story engagementsunique_action_app_story
Unique desktop app usesunique_action_app_use
Unique credit spendsunique_action_credit_spent
Unique mobile app achievements unlockedunique_action_app_custom_event.fb_mobile_achievement_unlocked
Unique mobile app actionsunique_action_app_custom_event
Unique mobile app adds of payment infounique_action_app_custom_event.fb_mobile_add_payment_info
Unique mobile app adds to cartunique_action_app_custom_event.fb_mobile_add_to_cart
Unique mobile app adds to wishlistunique_action_app_custom_event.fb_mobile_add_to_wishlist
Unique mobile app registrations completedunique_action_app_custom_event.fb_mobile_complete_registration
Unique mobile app checkouts initiatedunique_action_app_custom_event.fb_mobile_initiated_checkout
Unique mobile app content viewsunique_action_app_custom_event.fb_mobile_content_view
Unique mobile app credits spentunique_action_app_custom_event.fb_mobile_spent_credits
Unique mobile app installsunique_action_mobile_app_install
Unique mobile app levels completedunique_action_app_custom_event.fb_mobile_level_achieved
Unique mobile app purchasesunique_action_app_custom_event.fb_mobile_purchase
Unique mobile app ratings submittedunique_action_app_custom_event.fb_mobile_rate
Unique mobile app registrations completedunique_action_app_custom_event.fb_mobile_complete_registration
Unique mobile app searchesunique_action_app_custom_event.fb_mobile_search
Unique mobile app sessionsunique_action_app_custom_event.fb_mobile_activate_app
Unique mobile app tutorials completedunique_action_app_custom_event.fb_mobile_tutorial_completion
Other unique mobile app actionsunique_action_app_custom_event.other
 
UNIQUE APP ACTIONS COST
Cost per unique game playcost_per_unique_game_play
Cost per unique desktop app engagementcost_per_unique_desktop_app_engagement
Cost per unique desktop app installcost_per_unique_desktop_app_install
Cost per unique desktop app story engagementcost_per_unique_desktop_app_story_engagement
Cost per unique desktop app usecost_per_unique_desktop_app_use
Cost per unique credit spend actioncost_per_unique_credit_spend_action
Cost per unique mobile app achievement unlockedcost_per_unique_mobile_app_achievement_unlocked
Cost per unique mobile app actioncost_per_unique_mobile_app_action
Cost per unique mobile app add to basketcost_per_unique_mobile_app_add_to_basket
Cost per unique mobile app add to wishlistcost_per_unique_mobile_app_add_to_wishlist
Cost per unique mobile app checkout initiatedcost_per_unique_mobile_app_checkout_initiated
Cost per unique mobile app content viewcost_per_unique_mobile_app_content_view
Cost per unique mobile app credit spentcost_per_unique_mobile_app_credit_spent
Cost per unique mobile app installcost_per_unique_mobile_app_install
Cost per unique mobile app level completedcost_per_unique_mobile_app_level_completed
Cost per unique mobile app payment info addcost_per_unique_mobile_app_payment_info_add
Cost per unique mobile app purchasecost_per_unique_mobile_app_purchase
Cost per unique mobile app rating submittedcost_per_unique_mobile_app_rating_submitted
Cost per unique mobile app registration completedcost_per_unique_mobile_app_registration_completed
Cost per unique mobile app searchcost_per_unique_mobile_app_search
Cost per unique mobile app sessioncost_per_unique_mobile_app_session
Cost per unique mobile app tutorial completedcost_per_unique_mobile_app_tutorial_completed
Cost per other unique mobile app actioncost_per_other_unique_mobile_app_action
 
APP CONVERSION VALUE
Mobile app credits spent conversion valueaction_value_app_custom_event.fb_mobile_spent_credits
Mobile app purchases conversion valueaction_value_app_custom_event.fb_mobile_purchase
 
ON FACEBOOK
Leads (form)action_leadgen.other
Unique leads (form)unique_action_leadgen.other
 
ON FACEBOOK COST
Cost per lead (form)cost_per_lead_form
 
STORE VISITS
Cost per store visitcost_per_store_visit
Store visits point estimatestore_visits_point_estimate
Store visits high estimatestore_visits_high_estimate
Store visits low estimatestore_visits_low_estimate
 
OTHER
Deeplink clicksdeeplink_clicks
App store clicksapp_store_clicks
Call-to-action clickscall_to_action_clicks
Inline link clicksinline_link_clicks
Unique inline link clicksunique_inline_link_clicks
Inline post engagementinline_post_engagement
Card viewscard_views