Metric list for Facebook Ads

36 metrics available

CategoryFieldCodeDescription
PERFORMANCEReachreachThe 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
FrequencyfrequencyThe average number of times each person saw your ad
ImpressionsimpressionsThe number of times your ads were on screen
Social reach (deprecated)socialreachThe number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or ad
Social impressions (deprecated)socialimpressionsThe number of times your ads were viewed when displayed with social information, which shows Facebook friends who engaged with your Facebook Page or ad
Actionsactions
People taking actionunique_actionsThe number of people who took an action that was attributed to your ads
Social spendsocialspend
Action rate %actionrate_perc
People taking action rate %uniqueactionrate_perc
Total action valueaction_value
Return on ad spend (ROAS) %ROAS_perc
Return on ad spend (ROAS)ROAS
Quality rankingquality_score_organicAd's perceived quality compared with ads competing for the same audience
Engagement Rate Rankingquality_score_ectrAd's expected engagement rate compared with ads competing for the same audience
Conversion Rate Rankingquality_score_ecvrAd's expected conversion rate compared with ads that had the same optimisation goal and competed for the same audience
COSTAmount spentcost
Amount spent (EUR)cost_eurAdvertising cost converted to euros
Amount spent (GBP)cost_gbpAdvertising cost in your account currency
Amount spent (USD)cost_usdAdvertising cost converted to US dollars
Amount spent (SEK)cost_sekAdvertising cost converted to Swedish krona
Cost per 1000 people reachedCPP
CPMCPMThe average cost for 1,000 impressions
Cost per any actionCPA
CLICKSLink clickslink_clicks
Unique link clicksunique_action_link_click
Outbound clicksoutbound_clicksThe number of clicks on links that take people off Facebook-owned properties
Unique outbound clicksunique_outbound_clicksThe number of people who performed an outbound click
CTR (link click-through rate)link_CTR_perc
Outbound CTRoutbound_CTR_perc
Unique outbound CTRunique_outbound_CTR_perc
Clicks (all)clicks
Unique clicks (all)uniqueclicks
CTR (all)CTR_perc
Unique CTR (all)UCTR_perc
Social clicks (all) (deprecated)socialclicksThe number of clicks (all) when your ad was displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or ad
Unique social clicks (all) (deprecated)uniquesocialclicksThe number of people who performed a click (all) on your ad when it was displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or ad
CLICKS COSTCPC (link)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 ENGAGEMENTPage engagementspage_engagement
Page likeslike
Page subscribesaction_subscribePage subscribe actions
Page mentions (deprecated)mention
Page tab views (deprecated)tab_view
Post commentscomment
Post engagementspost_engagement
Post reactionspost_like
Post savespost_save
Post sharespost
Photo viewsphoto_view
Event responsesrsvp
Offer claimsreceive_offer
Check-inscheckin
PAGE POST ENGAGEMENT COSTCost per page engagementcost_per_page_engagement
Cost per page likecost_per_page_like
Cost per page mention (deprecated)cost_per_page_mention
Cost per page tab view (deprecated)cost_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 ENGAGEMENTUnique page engagementsunique_action_page_engagement
Unique page likesunique_action_like
Unique page mentions (deprecated)unique_action_mention
Unique page tab views (deprecated)unique_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 landing page viewsunique_landing_page_viewThe number of unique people who landed on your ad's landing page after clicking a link in your ad
UNIQUE PAGE POST ENGAGEMENT COSTCost per unique page engagementcost_per_unique_action_page_engagement
Cost per unique video viewcost_per_unique_video_viewThe average cost for each unique video view
Cost per unique link clickcost_per_unique_link_clickThe average cost for each unique click to link
Cost per unique page likecost_per_unique_page_like
Cost per unique page mention (deprecated)cost_per_unique_page_mention
Cost per unique page tab view (deprecated)cost_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
MESSAGINGNew messaging conversationsnew_messaging_conversations
New messaging conversations within 7 daysnew_messaging_conversations_7dThe number of times people started messaging your business after at least seven days of inactivity, attributed to your ads
Messaging reply ratemessaging_reply_rate
Blocked message conversationsblocked_message_conversations
MESSAGING COSTCost per new messaging conversationcost_per_new_messaging_conversation
Cost per messaging replycost_per_messaging_reply
MEDIAThree-second video viewsvideo_view
Unique three-second video viewsunique_action_video_view
15-second video views (Deprecated)video_15_sec_watched_actions
30-second video viewsvideo_30_sec_watched_actionsThe number of times your video was watched for an aggregate of at least 30 seconds, or for nearly its total length, whichever happened first
Video watches at 25%video_p25_watched_actionsThe number of times your video was watched at 25% of its length, including watches that skipped to this point
Video watches at 50%video_p50_watched_actionsThe number of times your video was watched at 50% of its length, including watches that skipped to this point
Video watches at 75%video_p75_watched_actionsThe number of times your video was watched at 75% of its length, including watches that skipped to this point
Video watches at 95%video_p95_watched_actionsThe number of times your video was watched at 95% of its length, including watches that skipped to this point
Video watches at 100%video_p100_watched_actionsThe number of times your video was watched at 100% of its length, including watches that skipped to this point
Video average watch timevideo_average_watch_time
Clicks to play videovideo_play
Video play actionsvideo_play_actionsThe number of times your video starts to play. This is counted for each impression of a video, and excludes replays
Video play curve actions second: 0video_play_curve_actions_s0A video-play based curve graph that illustrates the percentage of video plays that reached 0 second
Video play curve actions second: 1video_play_curve_actions_s1A video-play based curve graph that illustrates the percentage of video plays that reached 1 second
Video play curve actions second: 2video_play_curve_actions_s2A video-play based curve graph that illustrates the percentage of video plays that reached 2 second
Video play curve actions second: 3video_play_curve_actions_s3A video-play based curve graph that illustrates the percentage of video plays that reached 3 second
Video play curve actions second: 4video_play_curve_actions_s4A video-play based curve graph that illustrates the percentage of video plays that reached 4 second
Video play curve actions second: 5video_play_curve_actions_s5A video-play based curve graph that illustrates the percentage of video plays that reached 5 second
Video play curve actions second: 6video_play_curve_actions_s6A video-play based curve graph that illustrates the percentage of video plays that reached 6 second
Video play curve actions second: 7video_play_curve_actions_s7A video-play based curve graph that illustrates the percentage of video plays that reached 7 second
Video play curve actions second: 8video_play_curve_actions_s8A video-play based curve graph that illustrates the percentage of video plays that reached 8 second
Video play curve actions second: 9video_play_curve_actions_s9A video-play based curve graph that illustrates the percentage of video plays that reached 9 second
Video play curve actions second: 10video_play_curve_actions_s10A video-play based curve graph that illustrates the percentage of video plays that reached 10 second
Video play curve actions second: 11video_play_curve_actions_s11A video-play based curve graph that illustrates the percentage of video plays that reached 11 second
Video play curve actions second: 12video_play_curve_actions_s12A video-play based curve graph that illustrates the percentage of video plays that reached 12 second
Video play curve actions second: 13video_play_curve_actions_s13A video-play based curve graph that illustrates the percentage of video plays that reached 13 second
Video play curve actions second: 14video_play_curve_actions_s14A video-play based curve graph that illustrates the percentage of video plays that reached 14 second
Video play curve actions second: 15-20video_play_curve_actions_s15_s20A video-play based curve graph that illustrates the percentage of video plays that reached 15-20 second
Video play curve actions second: 20-25video_play_curve_actions_s20_s25A video-play based curve graph that illustrates the percentage of video plays that reached 20-25 second
Video play curve actions second: 25-30video_play_curve_actions_s25_s30A video-play based curve graph that illustrates the percentage of video plays that reached 25-30 second
Video play curve actions second: 30-40video_play_curve_actions_s30_s40A video-play based curve graph that illustrates the percentage of video plays that reached 30-40 second
Video play curve actions second: 40-50video_play_curve_actions_s40_s50A video-play based curve graph that illustrates the percentage of video plays that reached 40-50 second
Video play curve actions second: 50-60video_play_curve_actions_s50_s60A video-play based curve graph that illustrates the percentage of video plays that reached 50-60 second
Video play curve actions second 60 and morevideo_play_curve_actions_s60A video-play based curve graph that illustrates the percentage of video plays that reached 60 seconds and more
ThruPlay actionsvideo_thruplay_watched_actionsThe number of times your video was played to completion, or for at least 15 seconds
Unique clicks to play videounique_action_video_play
Avg. canvas view timecanvas_avg_view_timeThe average total time, in seconds, that people spent viewing a Facebook Canvas. Canvas is a screen that opens on mobile after a person clicks the Canvas link in your ad. It may include a series of interactive or multimedia components, including video, images, product catalogs and more
Avg. canvas view percentagecanvas_avg_view_percent_percThe average percentage of the Facebook Canvas that people saw. Canvas is a screen that opens on mobile after a person clicks the Canvas link in your ad. It may include a series of interactive or multimedia components, including video, images, product catalogs and more
MEDIA COSTCost per three-second video viewcost_per_3s_video_view
Cost per ThruPlaycost_per_thruplayThe average cost for each ThruPlay
AWARENESSEstimated ad recall lift (people)estimated_ad_recallersAn estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days. This metric is only available for assets in the Brand Awareness Objective
Estimated ad recall lift rate (%)estimated_ad_recall_rate_percThe rate at which an estimated number of additional people, when asked, would remember seeing your ads within 2 days. This metric is only available for assets in the Brand Awareness Objective
Estimated ad recall lift (lower bound)estimated_ad_recallers_lower_bound
Estimated ad recall lift (upper bound)estimated_ad_recallers_upper_bound
AWARENESS COSTCost per estimated ad recall lift (people)cost_per_estimated_ad_recallersThe average cost for each estimated ad recall lift. This metric is only available for assets in the Brand Awareness Objective
WEBSITE (FACEBOOK PIXEL)Website conversionsoffsite_conversion
Website conversion rateoffsite_conversion_rate_perc
Website adds of payment infooffsite_conversions_fb_pixel_add_payment_info
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 cartoffsite_conversions_fb_pixel_add_to_cart
Landing page viewslanding_page_views
WEBSITE (FACEBOOK PIXEL) COSTCost 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_offsite_conversions_fb_pixel_initiate_checkoutCost per website checkout initiated
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 landing page viewcost_per_landing_page_view
WEBSITE CONVERSION VALUE (FACEBOOK PIXEL)Website conversion valueoffsite_conversion_value
Website purchase ROAS %website_purchase_roas_perc
Website purchase ROASwebsite_purchase_roas
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
STANDARD EVENTSAd click (mobile app)conversions_ad_click_mobile_appThe number of in-app ad click events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Ad impression (mobile app)conversions_ad_impression_mobile_appThe number of in-app ad impression events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Contact (total)conversions_contact_totalThe number of contact events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Contact (website)conversions_contact_websiteThe number of contact events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Contact (mobile app)conversions_contact_mobile_appThe number of contact events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Contact (offline)conversions_contact_offlineThe number of contact events that occurred offline and are attributed to your ads, based on information received from your offline event set
Customize product (total)conversions_customize_product_totalThe number of customize product events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Customize product (website)conversions_customize_product_websiteThe number of customize product events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Customize product (mobile app)conversions_customize_product_mobile_appThe number of customize product events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Customize product (offline)conversions_customize_product_offlineThe number of customize product events that occurred offline and are attributed to your ads, based on information received from your offline event set
Donate (total)conversions_donate_totalThe number of donate events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Donate (website)conversions_donate_websiteThe number of donate events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Donate (on facebook)conversions_donate_on_facebookThe number of donate events that occurred within a Facebook-owned property (such as Pages or Messenger) and are attributed to your ads
Donate (mobile app)conversions_donate_mobile_appThe number of donate events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Donate (offline)conversions_donate_offlineThe number of donate events that occurred offline and are attributed to your ads, based on information received from your offline event set
Find location (total)conversions_find_location_totalThe number of find location events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Find location (website)conversions_find_location_websiteThe number of find location events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Find location (mobile app)conversions_find_location_mobile_appThe number of find location events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Find location (offline)conversions_find_location_offlineThe number of find location events that occurred offline and are attributed to your ads, based on information received from your offline event set
Schedule (total)conversions_schedule_totalThe number of schedule events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Schedule (website)conversions_schedule_websiteThe number of schedule events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Schedule (mobile app)conversions_schedule_mobile_appThe number of schedule events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Schedule (offline)conversions_schedule_offlineThe number of schedule events that occurred offline and are attributed to your ads, based on information received from your offline event set
Start trial (total)conversions_start_trial_totalThe number of start trial events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Start trial (website)conversions_start_trial_websiteThe number of start trial events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Start trial (mobile app)conversions_start_trial_mobile_appThe number of start trial events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Start trial (offline)conversions_start_trial_offlineThe number of start trial events that occurred offline and are attributed to your ads, based on information received from your offline event set
Submit application (total)conversions_submit_application_totalThe number of submit application events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Submit application (website)conversions_submit_application_websiteThe number of submit application events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Submit application (mobile app)conversions_submit_application_mobile_appThe number of submit application events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Submit application (offline)conversions_submit_application_offlineThe number of submit application events that occurred offline and are attributed to your ads, based on information received from your offline event set
Subscribe (total)conversions_subscribe_totalThe number of subscribe events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Subscribe (website)conversions_subscribe_websiteThe number of subscribe events that occurred on your website and are attributed to your ads, based on information received from your Facebook pixel
Subscribe (mobile app)conversions_subscribe_mobile_appThe number of subscribe events that occurred on your mobile app and are attributed to your ads, based on information received from your Facebook SDK
Subscribe (offline)conversions_subscribe_offlineThe number of subscribe events that occurred offline and are attributed to your ads, based on information received from your offline event set
STANDARD EVENT VALUEContact value (total)conversion_values_contact_totalThe total value of contact conversions
Contact value (website)conversion_values_contact_websiteThe total value of contact conversions that occurred on your website
Contact value (mobile app)conversion_values_contact_mobile_appThe total value of contact conversions that occurred on your mobile app
Contact value (offline)conversion_values_contact_offlineThe total value of contact conversions that occurred offline
Customize product value (total)conversion_values_customize_product_totalThe total value of customize product conversions
Customize product value (website)conversion_values_customize_product_websiteThe total value of customize product conversions that occurred on your website
Customize product value (mobile app)conversion_values_customize_product_mobile_appThe total value of customize product conversions that occurred on your mobile app
Customize product value (offline)conversion_values_customize_product_offlineThe total value of customize product conversions that occurred offline
Donate value (total)conversion_values_donate_totalThe total value of donate conversions
Donate value (website)conversion_values_donate_websiteThe total value of donate conversions that occurred on your website
Donate value (on facebook)conversion_values_donate_on_facebookThe total value of on-Facebook donations that occurred within a Facebook-owned property (such as Pages or Messenger)
Donate value (mobile app)conversion_values_donate_mobile_appThe total value of donate conversions that occurred on your mobile app
Donate value (offline)conversion_values_donate_offlineThe total value of donate conversions that occurred offline
Find location value (total)conversion_values_find_location_totalThe total value of find location conversions
Find location value (website)conversion_values_find_location_websiteThe total value of find location conversions that occurred on your website
Find location value (mobile app)conversion_values_find_location_mobile_appThe total value of find location conversions that occurred on your mobile app
Find location value (offline)conversion_values_find_location_offlineThe total value of find location conversions that occurred offline
Schedule value (total)conversion_values_schedule_totalThe total value of schedule conversions
Schedule value (website)conversion_values_schedule_websiteThe total value of schedule conversions that occurred on your website
Schedule value (mobile app)conversion_values_schedule_mobile_appThe total value of schedule conversions that occurred on your mobile app
Schedule value (offline)conversion_values_schedule_offlineThe total value of schedule conversions that occurred offline
Start trial value (total)conversion_values_start_trial_totalThe total value of start trial conversions
Start trial value (website)conversion_values_start_trial_websiteThe total value of start trial conversions that occurred on your website
Start trial value (mobile app)conversion_values_start_trial_mobile_appThe total value of start trial conversions that occurred on your mobile app
Start trial value (offline)conversion_values_start_trial_offlineThe total value of start trial conversions that occurred offline
Submit application value (total)conversion_values_submit_application_totalThe total value of applications submitted tracked with the conversions objective
Submit application value (website)conversion_values_submit_application_websiteThe total value of submit application conversions that occurred on your website
Submit application value (mobile app)conversion_values_submit_application_mobile_appThe total value of submit application conversions that occurred on your mobile app
Submit application value (offline)conversion_values_submit_application_offlineThe total value of submit application conversions that occurred offline
Subscribe value (total)conversion_values_subscribe_totalThe total value of subscribe conversions
Subscribe value (website)conversion_values_subscribe_websiteThe total value of subscribe conversions that occurred on your website
Subscribe value (mobile app)conversion_values_subscribe_mobile_appThe total value of subscribe conversions on your mobile app
Subscribe value (offline)conversion_values_subscribe_offlineThe total value of subscribe conversions that occurred offline
STANDARD EVENT COSTCost per Ad click (mobile app)cost_per_conversion_ad_click_mobile_appThe average cost for an in-app ad click from your Facebook ads
Cost per Ad impression (mobile app)cost_per_conversion_ad_impression_mobile_appThe average cost for 1,000 in-app ad impressions
Cost per Submit applicationcost_per_conversion_submit_application_totalThe average cost of each submit application
Cost per Contactcost_per_conversion_contact_totalThe average cost of each contact
Cost per Donatecost_per_conversion_donate_totalThe average cost of each donate
Cost per Find locationcost_per_conversion_find_location_totalThe average cost of each find location
Cost per Customize productcost_per_conversion_customize_product_totalThe average cost of each customize product
Cost per Schedulecost_per_conversion_schedule_totalThe average cost of each schedule
Cost per Start trialcost_per_conversion_start_trial_totalThe average cost of each start trial
Cost per Subscribecost_per_conversion_subscribe_totalThe average cost of each subscription
MOBILE APP CONVERSION VALUEMobile app adds to cart conversion valueapp_custom_event_fb_mobile_add_to_cartThe conversion value of cart adds made on mobile platforms
APP ACTIONSGame 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 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
Omni app installsaction_omni_app_installThe estimated number of completed app installs across all channels
Omni purchasesaction_omni_purchaseThe number of purchase events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni adds to cartaction_omni_add_to_cartThe number of add to cart events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni completed registrationsaction_omni_complete_registrationThe number of complete registration events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni content viewsaction_omni_view_contentThe number of view content events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni searchesaction_omni_searchThe number of search events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni initiated checkoutsaction_omni_initiated_checkoutThe number of initiate checkout events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni achievement unlocksaction_omni_achievement_unlockedThe number of unlock achievement events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni app activationsaction_omni_activate_appThe number of times your app was activated attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni level completedaction_omni_level_achievedThe estimated number of completed level across all channels
Omni ratesaction_omni_rateThe number of achieve level events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni credit spendsaction_omni_spend_creditsThe number of spend credits events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools. This does not refer to the total value of credits spent
Omni completed tutorialsaction_omni_tutorial_completionThe number of completed tutorial events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Omni custom actionsaction_omni_customThe number of custom events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Other mobile app actionsapp_custom_event.other
APP ACTIONS COSTCost 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 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 ACTIONSUnique page stories engagementsunique_action_page_storyThe estimated number of people who engaged with page stories
Unique post stories engagementsunique_action_post_storyThe estimated number of people who engaged with post stories
Unique instagram profile engagementsunique_action_instagram_profile_engagementThe estimated number of people who engaged with instagram profile
Unique conversionsunique_action_onsite_conversionThe estimated number of people with onsite conversions
Unique adds to cartunique_action_add_to_cartThe estimated number of people who added items to their cart
Unique store visits with dwellunique_action_store_visit_with_dwellThe estimated number of people visited your stores, attributed to your ads with `Dwell time`
Unique completed registrationsunique_action_complete_registrationThe estimated number of people who registered
Unique purchasesunique_action_purchaseThe estimated number of people who completed at least one purchase
Unique searchesunique_action_searchThe estimated number of people who searched
Unique content viewsunique_action_view_contentThe estimated number of people who viewed content
Unique initiated checkoutsunique_action_initiate_checkoutThe estimated number of people who initiated checkouts
Unique payment info addsunique_action_add_payment_infoThe estimated number of people who submitted payment info
Unique adds to wishlistunique_action_add_to_wishlistThe estimated number of people who added items to their wishlist
Unique leadsunique_action_leadThe estimated number of people with lead events
Unique subscribesunique_action_subscribeThe estimated number of people with subscribe events
Unique credit spendsunique_action_credit_spent
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 desktop adds to cartunique_action_onsite_app_add_to_cartThe estimated number of people who added items to their cart on desktop app
Unique desktop content viewsunique_action_onsite_app_view_contentThe estimated number of people who viewed content on desktop app
Unique desktop purchasesunique_action_onsite_app_purchaseThe estimated number of people who completed at least one purchase on desktop app
Unique website conversionsunique_action_offsite_conversionThe estimated number of people with offsite conversions
Unique website engagementsunique_action_offsite_engagementThe estimated number of people with offsite engagements
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 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
Unique mobile app retentionsunique_action_mobile_app_retentionThe estimated number of people who performed mobile app retention
Unique mobile app ROASunique_action_mobile_app_roasThe estimated number of people who generated mobile app purchase ROAS
Other unique mobile app actionsunique_action_app_custom_event.other
Unique web app eventsunique_action_onsite_web_app_eventThe estimated number of people who engaged on web app
Unique web app adds to cartunique_action_onsite_web_app_add_to_cartThe estimated number of people who added items to their cart on web app
Unique web app content viewsunique_action_onsite_web_app_view_contentThe estimated number of people who viewed content on web app
Unique web app purchasesunique_action_onsite_web_app_purchaseThe estimated number of people who completed at least one purchase on web app
Unique web adds to cartunique_action_onsite_web_add_to_cartThe estimated number of people who added items to their cart on web
Unique web content viewsunique_action_onsite_web_view_contentThe estimated number of people who viewed content on web
Unique web purchasesunique_action_onsite_web_purchaseThe estimated number of people who completed at least one purchase on web
Unique Omni app installsunique_action_omni_app_installThe estimated number of people who completed app installs across all channels
Unique Omni purchasesunique_action_omni_purchaseThe estimated number of people who completed at least one purchase across all channels
Unique Omni adds to cartunique_action_omni_add_to_cartThe estimated number of people who added items to their cart across all channels
Unique Omni completed registrationsunique_action_omni_complete_registrationThe estimated number of people who completed registration across all channels
Unique Omni content viewsunique_action_omni_view_contentThe estimated number of people who viewed content across all channels
Unique Omni searchesunique_action_omni_searchThe estimated number of people who searched across all channels
Unique Omni initiated checkoutsunique_action_omni_initiated_checkoutThe estimated number of people who initiated checkout across all channels
Unique Omni achievement unlocksunique_action_omni_achievement_unlockedThe estimated number of people who unlocked achievement across all channels
Unique Omni app activationsunique_action_omni_activate_appThe estimated number of people who activated app across all channels
Unique Omni level completedunique_action_omni_level_achievedThe estimated number of people who completed level across all channels
Unique Omni ratesunique_action_omni_rateThe estimated number of people who rated across all channels
Unique Omni credit spendsunique_action_omni_spend_creditsThe estimated number of people who spent credits across all channels
Unique Omni completed tutorialsunique_action_omni_tutorial_completionThe estimated number of people who completed tutorials across all channels
Unique Omni custom actionsunique_action_omni_customThe estimated number of people who performed custom actions across all channels
UNIQUE APP ACTIONS COSTCost per unique game playcost_per_unique_game_play
Cost per unique mobile app actioncost_per_unique_mobile_app_action
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 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 VALUEMobile 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
Mobile app checkouts conversion valueaction_value_app_custom_event.fb_mobile_initiated_checkout
Credits spent conversion valueaction_value.credit_spent
CONVERSIONS BY CONVERSION WINDOWConversions within 1 day of viewactions_1d_view
Conversions within 7 days of viewactions_7d_view
Conversions within 28 days of viewactions_28d_view
Conversions within 1 day of clickactions_1d_click
Conversions within 7 days of clickactions_7d_click
Conversions within 28 days of clickactions_28d_click
Unique conversions within 1 day of viewunique_actions_1d_view
Unique conversions within 7 days of viewunique_actions_7d_view
Unique conversions within 28 days of viewunique_actions_28d_view
Unique conversions within 1 day of clickunique_actions_1d_click
Unique conversions within 7 days of clickunique_actions_7d_click
Unique conversions within 28 days of clickunique_actions_28d_click
Conversion value within 1 day of viewaction_values_1d_view
Conversion value within 7 days of viewaction_values_7d_view
Conversion value within 28 days of viewaction_values_28d_view
Conversion value within 1 day of clickaction_values_1d_click
Conversion value within 7 days of clickaction_values_7d_click
Conversion value within 28 days of clickaction_values_28d_click
ON FACEBOOKOn-Facebook purchaseson_facebook_purchases
On-Facebook workflow completionon_facebook_workflow_completion
On-Facebook leadsonsite_conversion.lead_grouped
ON FACEBOOK COSTCost per on-Facebook purchasecost_per_on_facebook_purchase
Cost per workflow completion on Facebookcost_per_on_facebook_workflow_completion
Cost per on-Facebook leadcost_per_on_facebook_lead
ON FACEBOOK CONVERSION VALUEConversion value of purchase on Facebookon_facebook_purchase_conversion_value
Conversion value of workflow completion on Facebookon_facebook_workflow_completion_conversion_value
OTHERInline link clicksinline_link_clicksThe number of clicks on links to select destinations or experiences, on or off Facebook-owned properties. Inline link clicks use a fixed 1-day-click attribution window
Unique inline link clicksunique_inline_link_clicksThe number of people who performed an inline link click
Inline post engagementinline_post_engagementThe total number of actions that people take involving your ads. Inline post engagements use a fixed 1-day-click attribution window
OFFLINEOffline leadsoffline_conversions_leads
Offline purchasesoffline_conversion_purchase
Offline other conversionsoffline_other_conversion
Offline adds of payment infooffline_conversion_add_payment_info
Offline adds to cartoffline_conversion_add_to_cart
Offline adds to wishlistoffline_conversion_add_to_wishlist
Offline registrations completedoffline_conversion_complete_registration
Offline checkouts initiatedoffline_conversion_initiate_checkout
Offline searchesoffline_conversion_search
Offline content viewsoffline_conversion_view_content
OFFLINE CONVERSION VALUEOffline adds of payment info conversion valueoffline_conversion_add_payment_info_action_value
Offline adds to cart conversion valueoffline_conversion_add_to_cart_action_value
Offline adds to wishlist conversion valueoffline_conversion_add_to_wishlist_action_value
Offline registrations completed conversion valueoffline_conversion_complete_registration_action_value
Offline checkouts initiated conversion valueoffline_conversion_initiate_checkout_action_value
Offline leads conversion valueoffline_conversion_lead_action_value
Offline other conversion valueoffline_conversion_other_action_value
Offline purchases conversion valueoffline_conversion_purchase_action_value
Offline searches conversion valueoffline_conversion_search_action_value
Offline content views conversion valueoffline_conversion_view_content_action_value
OMNI CONVERSION VALUEPurchase conversion valuepurchase_conversion_value
COLLABORATIVE ADSOmni adds to cart (shared item)omni_add_to_cart_shared_itemThe number of add to cart events that contain at least one shared item attributed to your ads based on information from one or more of your partner's connected Facebook Business Tools
Mobile app adds to cart (shared item)catalog_segment_action_app_custom_event_fb_mobile_add_to_cartThe number of times at least one shared item was added to a shopping cart in your partner's mobile app that were recorded as app events and attributed to your ads
Website adds to cart (shared item)catalog_segment_action_offsite_conversion_fb_pixel_add_to_cartThe number of add to cart events that contain at least one shared item tracked by the pixel on your partner's website and attributed to your ads
Omni content view (shared item)omni_content_view_shared_itemThe number of view content events that contain at least one shared item, attributed to your ads, based on information from one or more of this partner's connected Facebook Business Tools
Mobile apps content view (shared item)catalog_segment_action_app_custom_event_fb_mobile_content_viewThe number of content views in your partner's mobile app that contain at least one shared item that were recorded as app events and attributed to your ads
Website content view (shared item)catalog_segment_action_offsite_conversion_fb_pixel_view_contentThe number of view content events that contain at least one shared item, tracked by the pixel on your partner's website and attributed to your ads
Omni purchase (shared item)omni_purchase_shared_itemThe number of purchase events that contain at least one shared item, based on information received from one or more of your partner's connected Facebook Business Tools
Mobile apps purchase (shared item)catalog_segment_action_app_custom_event_fb_mobile_purchaseThe number of purchases made in your partner's mobile app that contain at least one shared item that were recorded as app events and attributed to your ads
Website purchase (shared item)catalog_segment_action_offsite_conversion_fb_pixel_purchaseThe number of purchase events that contain at least one shared item, tracked by the pixel on your partner's website and attributed to your ads
On-Facebook purchase (shared item)catalog_segment_action_onsite_conversion_purchaseThe number of purchases made within a Facebook-owned property (such as Pages or Messenger) that contain at least one shared item attributed to your ads based on information from one or more of your partner's connected Facebook Business Tools
Omni adds to cart conversion value (shared item)catalog_segment_value_omni_add_to_card_valueThe total value of the shared items contained in add to cart events with shared items conversions, calculated from the sum of item price in the catalog multiplied by quantity of the items that are part of the event and belong to the promoted catalog
Mobile apps adds to cart conversion value (shared item)catalog_segment_value_app_custom_event_fb_mobile_add_to_cartThe total value of the shared items contained in mobile app adds to cart with shared items conversions, calculated from the sum of item price in the catalog multiplied by quantity of the items that are part of the event and belong to the promoted catalog segment
Website adds to cart conversion value (shared item)catalog_segment_value_offsite_conversion_fb_pixel_add_to_cartThe total value of the shared items contained in website adds to cart with shared items conversions, calculated from the sum of item price in the catalog multiplied by quantity of the items that are part of the event and belong to the promoted catalog segment
Omni purchase conversion value (shared item)catalog_segment_value_omni_purchase_valueThe total value of the shared items contained in purchases with shared items conversions, calculated from the sum of item price in the catalog multiplied by quantity of the items that are part of the event and belong to the promoted catalog segment
Mobile apps purchase conversion value (shared item)catalog_segment_value_app_custom_event_fb_mobile_purchaseThe total value of the shared items contained in mobile app purchases with shared items conversion, calculated from the sum of item price in the catalog multiplied by quantity of the items that are part of the event and belong to the promoted catalog segment
Website purchase conversion value (shared item)catalog_segment_value_offsite_conversion_fb_pixel_purchaseThe total value of the shared items contained in website purchases with shared items conversions, calculated from the sum of item price in the catalog multiplied by quantity of the items that are part of the event and belong to the promoted catalog segment
Omni purchase ROAS (shared item)catalog_segment_value_omni_purchase_roasThe total return on ad spend (ROAS) from the purchases that contained at least one shared item, based on information received from one or more of your partner's connected Facebook Business Tools
Website purchase ROAS (shared item)catalog_segment_value_website_purchase_roasThe total return on ad spend (ROAS) from the shared items contained in website purchases with shared items
Mobile app purchase ROAS (shared item)catalog_segment_value_mobile_purchase_roasThe total return on ad spend (ROAS) from the shared items contained in mobile app purchases with shared items
DEPRECATEDCost per ten-second video viewcost_per_10s_video_viewPlease note that this field will be removed on 2019-10-29. Please note that this field will be removed on 2020-01-20
Cost per website checkout initiated (conversion tracking pixel) (deprecated)cost_per_offsite_conversion.checkoutPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Messaging repliesmessaging_repliesPlease note that this field will be removed on 2020-01-20
Cost per website key page view (conversion tracking pixel) (deprecated)cost_per_offsite_conversion.key_page_viewPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Cost per other website conversion (deprecated)cost_per_offsite_conversion.otherPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Other website conversions (deprecated)offsite_conversion.otherPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Cost per website add to cart (conversion tracking pixel) (deprecated)cost_per_offsite_conversion.add_to_cartPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Store visits point estimatestore_visits_point_estimateThis field is still being developed by Facebook and as such it might not return any data. Please note that this field will be removed on 2021-05-01
Store visits high estimatestore_visits_high_estimatePlease note that this field will be removed on 2020-01-20
Cost per lead (form)cost_per_lead_formPlease note that this field will be removed on 2020-03-25
Cost per store visitcost_per_store_visitThis field is still being developed by Facebook and as such it might not return any data. Please note that this field will be removed on 2021-05-01
Unique leads (form)unique_action_leadgen.otherPlease note that this field will be removed on 2020-03-25
Leads (form)action_leadgen.otherPlease note that this field will be removed on 2020-03-25
Messaging conversations startedmessaging_conversations_startedPlease note that this field will be removed on 2019-08-08
Store visits low estimatestore_visits_low_estimatePlease note that this field will be removed on 2020-01-20
Relevance scorerelevance_score_numberA rating from 1 to 10 that estimates how well your target audience is responding to your ad. This score is shown after your ad receives more than 500 impressions. Please note that this field will be removed on 2020-03-25
Deeplink clicksdeeplink_clicksPlease note that this field will be removed on 2020-01-20
Website registrations (conversion tracking pixel) (deprecated)offsite_conversion.registrationPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
App store clicksapp_store_clicksPlease note that this field will be removed on 2020-01-20
Website checkouts initiated (conversion tracking pixel) (deprecated)offsite_conversion.checkoutPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Call-to-action clicks (deprecated)call_to_action_clicksThe number of times people clicked the call-to-action button on your ad. Please note that this field will be removed on 2020-01-20
Cost per website lead (conversion tracking pixel) (deprecated)cost_per_offsite_conversion.leadPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Card viewscard_viewsPlease note that this field will be removed on 2020-01-20
Cost per website registration (conversion tracking pixel) (deprecated)cost_per_offsite_conversion.registrationPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Website adds to cart (conversion tracking pixel) (deprecated)offsite_conversion.add_to_cartPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Cost per mobile app action (deprecated)cost_per_mobile_app_actionPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Mobile app actions (deprecated)app_custom_eventPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Ten-second video viewsvideo_10_sec_watched_actionsThe number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first. Please note that this field will be removed on 2019-10-29. Please note that this field will be removed on 2020-01-20
Website key page views (conversion tracking pixel) (deprecated)offsite_conversion.key_page_viewPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20
Video average percentage watchedvideo_average_watchedThe average percentage of your video that people watched. Please note that this field will be removed on 2020-01-20
Website leads (conversion tracking pixel) (deprecated)offsite_conversion.leadPlease note that this field will be removed on 2019-05-13. Please note that this field will be removed on 2020-01-20