> For the complete documentation index, see [llms.txt](https://docs.roivenue.com/roivenue-resources/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.roivenue.com/roivenue-resources/roivenue-training/roivenue-app/data/connectors-overview/list-of-connectors/facebook-ads/facebook-ads-supported-columns.md). # 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](/roivenue-resources/roivenue-training/roivenue-app/data/connectors-overview/list-of-connectors/facebook-ads.md) 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 | Column | Type | Description | | ---------------------------------------------------------------------------------------------------------------------------------------------- | -------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `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 () 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 | Column | Type | Description | | ----------------------------------------- | ------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `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 | Column | Type | Description | | ------------------------------------ | ------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `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. |