Facebook Ads - Supported Columns
Every column the Facebook Ads connector can download.
These are the columns available to a Facebook Ads connector. The recommended template uses a small subset, listed on the Facebook Ads page. The rest can be added to a connector through the Advanced Editor, which stops that connector receiving template updates.
Column names follow Meta's Marketing API, so a name here matches what Meta's own documentation calls it.
Dimensions
connectorTimezone
String
Timezone that is used by connector.
ad_name
String
The name of the ad you're viewing in reporting.
adset_name
String
The name of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
app_id
String
The ID of the application associated with the Ad Account or Campaign requested. The application information, including its ID, is viewable in the App Dashboard. Note: This breakdown is only supported by the total_postbacks field.
attribution_setting
String
The default attribution window to be used when the attribution result is calculated. Each ad set has its own attribution setting value. The attribution setting for a campaign or an account is calculated based on existing ad sets.
buying_type
String
The method by which you pay for and target ads in your campaigns: through dynamic auction bidding, fixed-price bidding, or reach and frequency buying. This field is currently only visible at the campaign level.
campaign_name
String
The name of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
coarse_conversion_value
String
coarse_conversion_value: possible value: LOW/MEDIUM/HIGH
conversion_rate_ranking
String
A ranking of your ad's expected conversion rate. Your ad is ranked against ads with your optimization goal that competed for the same audience. Possible values include BELOW_AVERAGE_10, BELOW_AVERAGE_20, BELOW_AVERAGE_35, AVERAGE, ABOVE_AVERAGE, or UNKNOWN if there's not enough information about the ad. This metric is an ad relevance diagnostic and does not apply to campaigns or ad sets, only ads.
date_start
DateTime
The start date for your data. This is controlled by the date range you've selected for your reporting view.
date_stop
DateTime
The end date for your data. This is controlled by the date range you've selected for your reporting view.
engagement_rate_ranking
String
A ranking of your ad's expected engagement rate. Engagement includes all clicks, likes, comments and shares. Your ad is ranked against ads that competed for the same audience. Possible values include BELOW_AVERAGE_10, BELOW_AVERAGE_20, BELOW_AVERAGE_35, AVERAGE, ABOVE_AVERAGE, or UNKNOWN if there's not enough information about the ad. This metric is an ad relevance diagnostic and does not apply to campaigns or ad sets, only ads.
fidelity_type
String
Skan event attribution type, 1 means Click Through, 0 means View Through.
hsid
String
hsid breakdowns for skan v4
is_conversion_id_modeled
String
A boolean flag that indicates whether the conversion_bits are modeled. A 0 indicates conversion_bits aren't modeled, and a 1 indicates that conversion_bits are modeled. Note: This breakdown is only supported by the total_postbacks_detailed field.
objective
String
The objective reflecting the goal you want to achieve with your advertising. It may be different from the selected objective of the campaign in some cases.
optimization_goal
String
The optimization goal you selected for your ad or ad set. Your optimization goal reflects what you want to optimize for the ads.
postback_sequence_index
String
postback_sequence_index: only available for skan v4
quality_ranking
String
A ranking of your ad's perceived quality. Quality is measured using feedback on your ads and the post-click experience. Your ad is ranked against ads that competed for the same audience. Possible values include BELOW_AVERAGE_10, BELOW_AVERAGE_20, BELOW_AVERAGE_35, AVERAGE, ABOVE_AVERAGE, or UNKNOWN if there's not enough information about the ad. This metric is an ad relevance diagnostic (https://www.facebook.com/help/403110480493160) and does not apply to campaigns or ad sets, only ads.
redownload
String
redownloadi n sk_adnetwork_event_logging.
skan_campaign_id
String
The raw campaign ID received as a part of Skan postback from iOS 15+. Note: This breakdown is only supported by the total_postbacks_detailed field.
skan_conversion_id
String
The assigned Conversion ID (also referred to as Priority ID) of the event and/or event bundle configured in the application’s SKAdNetwork configuration schema. The app events configuration can be viewed and adjusted in Facebook Events Manager. You can learn more about configuring your app events for Apple's SKAdNetwork here. Note: This breakdown is only supported by the total_postbacks field.
skan_version
String
skan_version
total_postbacks
String
The total number of postbacks received from Apple’s SKAdNetwork API. Postbacks from SKAdNetwork provide visibility into the number of app installs and post-install events that occurred. This metric is reported by a third-party API. Note: total_postbacks should not be queried with other field values. Request this metric separately from others.
place_page_name
String
The name of the place page involved in impression or click. Has to be used together with Business Locations breakdown.
user_segment_key
String
The user segment (ex: new, existing) of Advantage+ Shopping Campaigns (ASC). Existing user is specified by the custom audience in ASC settings.
action_device
String
The device on which the conversion event you're tracking occurred. For example, "Desktop" if someone converted on a desktop computer.
action_canvas_component_name
String
Name of a component within a Canvas ad
action_carousel_card_name
String
The specific carousel card that people engaged with when they saw your ad. The cards are identified by their headlines.
action_destination
String
The destination where people go after clicking on your ad. This could be your Facebook Page, an external URL for your conversion pixel or an app configured with the software development kit (SDK).
action_reaction
String
The number of reactions on your ads or boosted posts. The reactions button on an ad allows people to share different reactions on its content: Like, Love, Haha, Wow, Sad or Angry.
action_type
String
The kind of actions taken on your ad, Page, app or event after your ad was served to someone, even if they didn't click on it. Action types include Page likes, app installs, conversions, event responses and more.
Actions prepended by app_custom_event come from mobile app events and actions prepended by offsite_conversion come from the Facebook Pixel.
action_video_sound
String
The sound status (on/off) when someone plays your video ad.
action_video_type
String
Video metrics breakdown.
age
String
The age range of the people you've reached.
country
String
The countries where the people you've reached are located. This is based on information such as a person's hometown, their current city and the geographical location where they tend to be when they visit Facebook.
device_platform
String
The type of device, mobile or desktop, used by people when they viewed or clicked on an ad, as shown in ads reporting.
dma
String
DMA (Designated Market Area) regions are the 210 geographic areas in the United States in which local television viewing is measured by The Nielsen Company.
frequency_value
String
The number of times an ad in your Reach and Frequency campaign was served to each person.
gender
String
Gender of people you've reached. People who don't list their gender are shown as 'not specified'.
hourly_stats_aggregated_by_advertiser_time_zone
String
Hourly breakdown aggregated by the time ads were delivered in the advertiser's time zone. For example, if your ads are scheduled to run from 9 AM to 11 AM, but they reach audiences in multiple time zones, they may deliver from 9 AM to 1 PM in the advertiser's time zone. Stats will be aggregated into four groups 9 AM - 10 AM, 10 AM - 11 AM, 11 AM - 12 PM, and 12 PM - 1 PM.
hourly_stats_aggregated_by_audience_time_zone
String
Hourly breakdown aggregated by the time ads were delivered in the audiences' time zone. For example, if your ads are scheduled to run from 9 AM to 11 AM but they reach audiences in multiple time zones, they may deliver from 9 AM to 1 PM in the advertiser's time zone. Stats will be aggregated into two groups 9 AM - 10 AM and 10 AM - 11 AM.
impression_device
String
The device where your last ad was served to someone on Facebook. For example "iPhone" if someone viewed your ad on an iPhone.
platform_position
String
Where your ad was shown within a platform, for example on Facebook desktop News Feed, or Instagram Mobile News Feed.
publisher_platform
String
Which platform your ad was shown, for example on Facebook, Instagram, or Audience Network.
region
String
The regions where the people you've reached are located. This is based on information such as a person's hometown, their current city and the geographical location where they tend to be when they visit Facebook.
Metrics
action_values
Other
The total value of all conversions attributed to your ads.
actions
Other
The total number of actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions.
canvas_avg_view_percent
Decimal
The average percentage of the Instant Experience that people saw. An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including video, images product catalog and more.
canvas_avg_view_time
Int
The average total time, in seconds, that people spent viewing an Instant Experience. An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including video, images product catalog and more.
clicks
Int
The number of clicks on your ads.
cost_per_estimated_ad_recallers
Decimal
The average cost for each estimated ad recall lift. This metric is only available for assets in the Brand awareness, Post engagement and Video views Objectives. This metric is estimated and in development.
cost_per_inline_link_click
Decimal
The average cost of each inline link click.
cost_per_inline_post_engagement
Decimal
The average cost of each inline post engagement.
cost_per_unique_click
Decimal
The average cost for each unique click (all). This metric is estimated.
cost_per_unique_inline_link_click
Decimal
The average cost of each unique inline link click. This metric is estimated.
cpc
Decimal
The average cost for each click (all).
cpm
Decimal
The average cost for 1,000 impressions.
cpp
Decimal
The average cost to reach 1,000 people. This metric is estimated.
ctr
Decimal
The percentage of times people saw your ad and performed a click (all).
estimated_ad_recall_rate
Decimal
The 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, Post engagement and Video views Objectives. This metric is estimated and in development.
estimated_ad_recallers
Int
An 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, Post engagement and Video views Objectives. This metric is estimated and in development.
frequency
Decimal
The average number of times each person saw your ad. This metric is estimated.
full_view_impressions
Int
The number of Full Views on your Page's posts as a result of your ad.
full_view_reach
Int
The number of people who performed a Full View on your Page's post as a result of your ad.
impressions
Int
The number of times your ads were on screen.
inline_link_click_ctr
Decimal
The percentage of time people saw your ads and performed an inline link click.
inline_link_clicks
Int
The 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.
inline_post_engagement
Int
The total number of actions that people take involving your ads. Inline post engagements use a fixed 1-day-click attribution window.
instagram_upcoming_event_reminders_set
Int
The number of reminders set on an upcoming event, taking into account reminders unset.
instant_experience_clicks_to_open
Int
The number of clicks on your ad that open an Instant Experience. This metric is in development.
instant_experience_clicks_to_start
Int
The number of times an interactive component in an Instant Experience starts. This metric is in development.
qualifying_question_qualify_answer_rate
Decimal
qualifying_question_qualify_answer_rate
reach
Int
The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This metric is estimated.
social_spend
Decimal
The total amount you've spent so far for your ads showed with social information. (ex: Jane Doe likes this).
spend
Decimal
The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.
unique_clicks
Int
The number of people who performed a click (all). This metric is estimated.
unique_ctr
Decimal
The percentage of people who saw your ad and performed a unique click (all). This metric is estimated.
unique_inline_link_click_ctr
Decimal
The percentage of times people saw your ad and performed a link click. Inline click-through rate uses a fixed 1-day-click attribution window. This metric is estimated.
unique_inline_link_clicks
Int
The number of people who performed an inline link click. This metric is estimated.
unique_link_clicks_ctr
Decimal
The percentage of people who saw your ad and performed a link click. This metric is estimated.
Other columns
connectorCurrency
String
Currency that is used by connector.
account_currency
String
Currency that is used by your ad account.
account_id
String
The ID number of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.
account_name
String
The name of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.
ad_id
String
The unique ID of the ad you're viewing in reporting.
adset_id
String
The unique ID of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
campaign_id
String
The unique ID number of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
catalog_segment_value
The total value of all conversions from your catalog segment attributed to your ads.
conversion_values
The total value of all conversions attributed to your ads, including contact, customize_product, donate, find_location, schedule, start_trial, submit_application, subscribe.
conversions
The total number of conversions attributed to your ads, including contact, customize_product, donate, find_location, schedule, start_trial, submit_application, subscribe.
converted_product_quantity
The number of products purchased which are recorded by your merchant partner's pixel or app SDK for a given product ID and driven by your ads. Has to be used together with converted product ID breakdown.
converted_product_value
The value of purchases recorded by your merchant partner's pixel or app SDK for a given product ID and driven by your ads. Has to be used together with converted product ID breakdown.
cost_per_action_type
The average cost of a relevant action.
cost_per_conversion
The average cost of a conversion across all channels (i.e. website, mobile app, offline, and on-facebook). Conversions include contact, customize_product, donate, find_location, schedule, start_trial, submit_application, subscribe.
cost_per_outbound_click
The average cost for each outbound click.
cost_per_thruplay
The average cost for each ThruPlay. This metric is in development.
cost_per_unique_action_type
The average cost of each unique action. This metric is estimated.
cost_per_unique_outbound_click
The average cost for each unique outbound click. This metric is estimated.
instant_experience_outbound_clicks
The number of clicks on links in an Instant Experience that take people off Facebook-owned properties. This metric is in development.
mobile_app_purchase_roas
The total return on ad spend (ROAS) from mobile app purchases. This is based on the value that you assigned when you set up the app event.
outbound_clicks
The number of clicks on links that take people off Facebook-owned properties.
outbound_clicks_ctr
The percentage of times people saw your ad and performed an outbound click.
purchase_roas
The total return on ad spend (ROAS) from purchases. This is based on information received from one or more of your connected Facebook Business Tools and attributed to your ads.
total_postbacks_detailed
Used to fetch detailed insights of total postbacks received from Apple’s SKAdNetwork API by using it along with breakdowns such as skan_campaign_id, is_conversion_id_modeled, etc. This metric is reported by a third-party API. Note: total_postbacks_detailed should not be queried with other field values. Request this metric separately from others.
unique_actions
The number of people who took an action that was attributed to your ads. This metric is estimated.
unique_outbound_clicks
The number of people who performed an outbound click. This metric is estimated.
unique_outbound_clicks_ctr
The percentage of people who saw your ad and performed an outbound click. This metric is estimated.
video_30_sec_watched_actions
The number of times your video played for at least 30 seconds, or for nearly its total length if it's shorter than 30 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.
video_avg_time_watched_actions
The average time a video was played, including any time spent replaying the video for a single impression.
video_p100_watched_actions
The number of times your video was played at 100% of its length, including plays that skipped to this point.
video_p25_watched_actions
The number of times your video was played at 25% of its length, including plays that skipped to this point.
video_p50_watched_actions
The number of times your video was played at 50% of its length, including plays that skipped to this point.
video_p75_watched_actions
The number of times your video was played at 75% of its length, including plays that skipped to this point.
video_p95_watched_actions
The number of times your video was played at 95% of its length, including plays that skipped to this point.
video_play_actions
The number of times your video starts to play. This is counted for each impression of a video, and excludes replays. This metric is in development.
video_play_curve_actions
A video-play based curve graph that illustrates the percentage of video plays that reached a given second. Entries 0 to 14 represent seconds 0 thru 14. Entries 15 to 17 represent second ranges [15 to 20), [20 to 25), and [25 to 30). Entries 18 to 20 represent second ranges [30 to 40), [40 to 50), and [50 to 60). Entry 21 represents plays over 60 seconds.
website_ctr
The percentage of times people saw your ad and performed a link click.
website_purchase_roas
The total return on ad spend (ROAS) from website purchases. This is based on the value of all conversions recorded by the Facebook pixel on your website and attributed to your ads.
action_carousel_card_id
String
The ID of the specific carousel card that people engaged with when they saw your ad.
action_target_id
String
The id of destination where people go after clicking on your ad. This could be your Facebook Page, an external URL for your conversion pixel or an app configured with the software development kit (SDK).
ad_format_asset
String
The ID of the ad format asset involved in impression, click, or action
body_asset
String
The ID of the body asset involved in impression, click or action.
call_to_action_asset
String
The ID of the call to action asset involved in impression, click, or action.
description_asset
String
The ID of the description asset involved in impression, click or action.
image_asset
String
The ID of the image asset involved in impression, click or action.
link_url_asset
String
The ID of the URL asset involved in impression, click or action.
place_page_id
String
The ID of the place page involved in impression or click. Note: Account level insights and page_place_id are not compatible with each other, so they cannot be queried together
product_id
String
The ID and name of the product involved in impression, click, or action.
title_asset
String
The ID of the title asset involved in impression, click or action.
video_asset
String
The ID of the video asset involved in impression, click or action.
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