Metric list for Facebook Ads

FieldCode
 
BASIC
Impressionsimpressions
Reached peoplereach
Frequency (impressions/people)frequency
Clicksclicks
Unique clicksuniqueclicks
Link clickslink_clicks
Click-through rate % (CTR)CTR_perc
Unique click-through rate % (uCTR)UCTR_perc
Costcost
Cost per 1000 impressions (CPM)CPM
Cost per 1000 people reachedCPP
Cost per click (CPC All)CPC
Cost per link click (CPC Link)CPLC
Cost per unique clickUCPC
Cost per app installcost_per_app_install
Relevance scorerelevance_score_number
 
SOCIAL
Social impressionssocialimpressions
Social reachsocialreach
Social clickssocialclicks
Unique social clicksuniquesocialclicks
 
ACTIONS/CONVERSIONS
Actionsactions
Unique actionsunique_actions
Action rate % (actions/impressions)actionrate_perc
Unique action rate % (unique actions/reach)uniqueactionrate_perc
Action valueaction_value
Cost per actionCPA
Return on ad spend (ROAS) %ROAS_perc
 
ACTIONS/CONVERSIONS BY TYPE
Offsite conversionsoffsite_conversion
Offsite conversions: add_to_cartoffsite_conversion.add_to_cart
Offsite conversions: checkoutoffsite_conversion.checkout
Offsite conversions: key_page_viewoffsite_conversion.key_page_view
Offsite conversions: leadoffsite_conversion.lead
Offsite conversions: otheroffsite_conversion.other
Offsite conversions: registrationoffsite_conversion.registration
Offsite conversions: add payment info (FB pixel)offsite_conversions_fb_pixel_add_payment_info
Offsite conversions: add to cart (FB pixel)offsite_conversions_fb_pixel_add_to_cart
Offsite conversions: add to wishlist (FB pixel)offsite_conversions_fb_pixel_add_to_wishlist
Offsite conversions: complete registration (FB pixel)offsite_conversions_fb_pixel_complete_registration
Offsite conversions: custom (FB pixel)offsite_conversions_fb_pixel_custom
Offsite conversions: initiate checkout (FB pixel)offsite_conversions_fb_pixel_initiate_checkout
Offsite conversions: lead (FB pixel)offsite_conversions_fb_pixel_lead
Offsite conversions: purchase (FB pixel)offsite_conversions_fb_pixel_purchase
Offsite conversions: search (FB pixel)offsite_conversions_fb_pixel_search
Offsite conversions: view content (FB pixel)offsite_conversions_fb_pixel_view_content
Actions: app engagementsapp_engagement
Actions: app installsapp_install
Actions: app storiesapp_story
Actions: app usesapp_use
Actions: checkinscheckin
Actions: commentscomment
Actions: credit spendscredit_spent
Actions: followsfollow
Actions: game playsgames.plays
Actions: gift salesgift_sale
Actions: leadsaction_leadgen.other
Actions: likeslike
Actions: link clickslink_click
Actions: mentionsmention
Actions: mobile app installsmobile_app_install
Actions: page engagementspage_engagement
Actions: photo viewsphoto_view
Actions: post engagementspost_engagement
Actions: post reactionspost_like
Actions: post sharespost
Actions: receive offersreceive_offer
Actions: rsvpsrsvp
Actions: tab viewstab_view
Actions: video playsvideo_play
Actions: video viewsvideo_view
Actions: votesvote
Actions: app custom event.othersapp_custom_event.other
Actions: app custom eventsapp_custom_event
Actions: FB mobile achievement unlockedapp_custom_event.fb_mobile_achievement_unlocked
Actions: FB mobile activate appapp_custom_event.fb_mobile_activate_app
Actions: FB mobile add payment infoapp_custom_event.fb_mobile_add_payment_info
Actions: FB mobile add to cartapp_custom_event.fb_mobile_add_to_cart
Actions: FB mobile add to wishlistapp_custom_event.fb_mobile_add_to_wishlist
Actions: FB mobile complete registrationapp_custom_event.fb_mobile_complete_registration
Actions: FB mobile content viewapp_custom_event.fb_mobile_content_view
Actions: FB mobile initiated checkoutapp_custom_event.fb_mobile_initiated_checkout
Actions: FB mobile level achievedapp_custom_event.fb_mobile_level_achieved
Actions: FB mobile purchaseapp_custom_event.fb_mobile_purchase
Actions: FB mobile rateapp_custom_event.fb_mobile_rate
Actions: FB mobile searchapp_custom_event.fb_mobile_search
Actions: FB mobile spent creditsapp_custom_event.fb_mobile_spent_credits
Actions: FB mobile tutorial completionapp_custom_event.fb_mobile_tutorial_completion
 
ACTION VALUE BY TYPE
Offsite conversion valueoffsite_conversion_value
Offsite conversion value: add payment info (FB pixel)offsite_conversion_value_fb_pixel_add_payment_info
Offsite conversion value: add to cart (FB pixel)offsite_conversion_value_fb_pixel_add_to_cart
Offsite conversion value: add to wishlist (FB pixel)offsite_conversion_value_fb_pixel_add_to_wishlist
Offsite conversion value: complete registration (FB pixel)offsite_conversion_value_fb_pixel_complete_registration
Offsite conversion value: custom (FB pixel)offsite_conversion_value_fb_pixel_custom
Offsite conversion value: initiate checkout (FB pixel)offsite_conversion_value_fb_pixel_initiate_checkout
Offsite conversion value: lead (FB pixel)offsite_conversion_value_fb_pixel_lead
Offsite conversion value: purchase (FB pixel)offsite_conversion_value_fb_pixel_purchase
Offsite conversion value: search (FB pixel)offsite_conversion_value_fb_pixel_search
Offsite conversion value: view content (FB pixel)offsite_conversion_value_fb_pixel_view_content
Action value: FB mobile spent creditsaction_value_app_custom_event.fb_mobile_spent_credits
Action value: FB mobile purchaseaction_value_app_custom_event.fb_mobile_purchase
 
VIDEO
Video complete viewsvideo_complete_watched_actions
Video 25 % viewsvideo_p25_watched_actions
Video 50 % viewsvideo_p50_watched_actions
Video 75 % viewsvideo_p75_watched_actions
Video 100 % viewsvideo_p100_watched_actions
Video 10 sec. viewsvideo_10_sec_watched_actions
Video 15 sec. viewsvideo_15_sec_watched_actions
Video 30 sec. viewsvideo_30_sec_watched_actions
 
OTHER
Deeplink clicksdeeplink_clicks
App store clicksapp_store_clicks
Call-to-action clickscall_to_action_clicks
Inline link clicksinline_link_clicks
Inline post engagementinline_post_engagement
Card viewscard_views
 
AD RECALL
Estimated ad recallsestimated_ad_recallers
Estimated ad recall rate (%)estimated_ad_recall_rate_perc
Estimated ad recalls (lower bound)estimated_ad_recallers_lower_bound
Estimated ad recalls (upper bound)estimated_ad_recallers_upper_bound
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