Facebook Ads fields

Every Facebook Ads field, documented

All 192 metrics and dimensions you can pull into Data Studio and into Claude, ChatGPT or Gemini with the Data Bloo connector, grouped, searchable, and free to use.

Available in

147Metrics

45Dimensions

15Categories

192 fields

All fields192Metrics147Dimensions45

Reach, clicks & cost

12 fields

FieldDescriptionType

ImpressionsimpressionsThe total number of times your ads were on screen.Metric

ReachreachThe number of unique people who saw your ads at least once.Metric

FrequencyfrequencyThe average number of times each person saw your ad.Metric

ClicksclicksAll clicks on your ad, including links, reactions and profile taps.Metric

Link Clickslink_clicksClicks on links within the ad that lead to advertiser-defined destinations.Metric

CTRctrClick-through rate across all clicks, as a percentage of impressions.Metric

CTR (Link Clicks)ctr_link_clicksClick-through rate for link clicks only, as a percentage of impressions.Metric

Outbound Clicksoutbound_clicksClicks that took people off Meta properties to your site or app.Metric

Outbound Click-Through Rateoutbound_click_thru_rateOutbound clicks as a percentage of impressions.Metric

CPCcpcThe average cost per link click.Metric

CPMcpmThe average cost per 1,000 impressions.Metric

Amount Spentamount_spentThe total amount of money spent during the reporting period.Metric

Budgets

4 fields

FieldDescriptionType

Campaign Daily Budgetcampaign_daily_budgetThe daily budget set at campaign level.Metric

Campaign Lifetime Budgetcampaign_lifetime_budgetThe lifetime budget set at campaign level.Metric

Ad Set Daily Budgetadset_daily_budgetThe daily budget set at ad set level.Metric

Ad Set Lifetime Budgetadset_lifetime_budgetThe lifetime budget set at ad set level.Metric

Purchases & revenue

15 fields

FieldDescriptionType

PurchasespurchasesCompleted purchase events attributed to your ads.Metric

Website Purchaseswebsite_purchasesPurchases tracked by the pixel on your website and attributed to your ads.Metric

Purchase Ratepurchase_ratePurchases as a percentage of clicks.Metric

Website Purchases Ratewebsite_purchases_rateWebsite purchases as a percentage of clicks.Metric

ConversionsconversionsTotal conversion events across your configured conversion actions.Metric

Conversion Rateconversion_rate_percentConversions as a percentage of clicks.Metric

Conversion Valueconversion_valueThe total monetary value of all conversion events.Metric

Conversion ROASconversion_roasReturn on ad spend across all conversion events.Metric

Overall Purchase ROASoverall_purchase_roasReturn on ad spend for all purchase events, on and off site.Metric

Website Purchase ROASwebsite_purchase_roasReturn on ad spend for pixel-tracked website purchases.Metric

Action Value Purchasesaction_value_purchasesThe total monetary value of all purchase events attributed to your ads.Metric

Action Value Website Purchasesaction_value_website_purchasesThe monetary value of pixel-tracked website purchases.Metric

Cost per Purchasecost_per_action_purchaseThe average cost of each purchase event.Metric

Cost per Website Purchasecost_per_action_website_purchasesThe average cost of each pixel-tracked website purchase.Metric

Cost per Conversioncost_per_conversionThe average cost of each conversion event.Metric

Ecommerce funnel

23 fields

FieldDescriptionType

Add to Cartadd_to_cartAdd-to-cart events attributed to your ads.Metric

Add to Cart Rateadd_to_cart_rateAdd-to-cart events as a percentage of clicks.Metric

Add to Cart ROASadd_to_cart_roasReturn on ad spend from add-to-cart events.Metric

Action Value Add to Cartaction_value_add_to_cartThe monetary value attributed to add-to-cart events.Metric

Cost per Add to Cartcost_per_action_add_to_cartThe average cost of each add-to-cart event.Metric

Add to Wish Listadd_to_wish_listAdd-to-wish-list events attributed to your ads.Metric

Add to Wish List Rateadd_to_wish_list_rateAdd-to-wish-list events as a percentage of clicks.Metric

Add to Wish List Valueadd_to_wish_list_valueThe monetary value attributed to add-to-wish-list events.Metric

Cost per Add to Wish Listcost_per_add_to_wish_listThe average cost of each add-to-wish-list event.Metric

Checkouts Initiatedcheckouts_initiatedInitiated checkout events attributed to your ads.Metric

Checkouts Initiated Ratecheckouts_initiated_rateInitiated checkouts as a percentage of clicks.Metric

Checkouts Initiated Valuecheckouts_initiated_valueThe monetary value attributed to initiated checkouts.Metric

Checkout ROAScheckout_roasReturn on ad spend from initiated checkout events.Metric

Cost per Checkout Initiatedcost_per_action_checkouts_initiatedThe average cost of each initiated checkout.Metric

Content Viewscontent_viewsContent or product view events attributed to your ads.Metric

Content View Ratecontent_view_rateContent views as a percentage of clicks.Metric

Content Views ROAScontent_views_roasReturn on ad spend from content view events.Metric

Action Value Content Viewsaction_value_content_viewsThe monetary value attributed to content view events.Metric

Cost per Content Viewcost_per_content_viewThe average cost of each content view event.Metric

SearchessearchesOn-site search events attributed to your ads.Metric

Search Ratesearch_rateSearch events as a percentage of clicks.Metric

Search Valuesearch_valueThe monetary value attributed to search events.Metric

Cost per Searchcost_per_searchThe average cost of each search event.Metric

Leads & sign-ups

33 fields

FieldDescriptionType

LeadsleadsLead collection events such as form submissions or sign-ups.Metric

Lead Conversion Ratelead_conversion_rateLeads as a percentage of clicks.Metric

Lead ROASlead_roasReturn on ad spend from lead events.Metric

Action Value Leadsaction_value_leadsThe monetary value attributed to leads generated from your ads.Metric

Cost per Leadcost_per_leadThe average cost of each lead.Metric

Lead Forms Submittedlead_forms_submittedInstant form submissions attributed to your ads.Metric

Lead Form Conversion Ratelead_form_conversion_rateInstant form submissions as a percentage of clicks.Metric

Cost per Lead Form Submissioncost_per_lead_form_submissionThe average cost of each instant form submission.Metric

RegistrationsregistrationsCompleted registration events attributed to your ads.Metric

Registration Rateregistration_rateRegistrations as a percentage of clicks.Metric

Registration ROASregistration_roasReturn on ad spend from registration events.Metric

Registration Valueregistration_valueThe monetary value attributed to registration events.Metric

Cost per Registrationcost_per_registrationThe average cost of each registration.Metric

ApplicationsapplicationsApplication submission events attributed to your ads.Metric

Applications Rateapplications_rateApplications as a percentage of clicks.Metric

Cost per Applicationcost_per_applicationThe average cost of each application.Metric

ContactscontactsContact events, such as calls or messages, attributed to your ads.Metric

Contacts Ratecontacts_rateContact events as a percentage of clicks.Metric

Cost per Contactcost_per_contactThe average cost of each contact event.Metric

Subscriptions Startedsubscription_startedNew paid subscriptions attributed to your ads.Metric

Subscription Ratesubscription_rateSubscriptions as a percentage of clicks.Metric

Subscription ROASsubscription_roasReturn on ad spend from subscription events.Metric

Subscription Valuesubscription_valueThe monetary value attributed to subscription events.Metric

Cost per Subscriptioncost_per_subscriptionThe average cost of each subscription.Metric

Trials Startedtrials_startedFree trial starts attributed to your ads.Metric

Trial Started Ratetrial_started_rateTrial starts as a percentage of clicks.Metric

Trial Started ROAStrial_started_roasReturn on ad spend from trial start events.Metric

Trial Valuetrial_valueThe monetary value attributed to trial start events.Metric

Cost per Trial Startedcost_per_trial_startedThe average cost of each trial start.Metric

DonationsdonationsDonation events attributed to your ads.Metric

Donation ROASdonation_roasReturn on ad spend from donation events.Metric

Donation Valuedonation_valueThe monetary value attributed to donation events.Metric

Cost per Donationcost_per_donationThe average cost of each donation.Metric

Engagement

30 fields

FieldDescriptionType

Page Engagementspage_engagementsAll engagements on your page driven by the ad, including likes, shares and comments.Metric

Page Engagement Ratepage_engagement_ratePage engagements as a percentage of impressions.Metric

Action Value Page Engagementsaction_value_page_engagementsThe monetary value attributed to page engagement events.Metric

Cost per Page Engagementcost_per_page_engagementThe average cost of each page engagement.Metric

Page Likespage_likesNew page likes driven directly by the ad campaign.Metric

Page Like Ratepage_like_rateNew page likes as a percentage of impressions.Metric

Action Value Page Likesaction_value_page_likesThe monetary value of new page likes generated by your ads.Metric

Cost per Page Likecost_per_action_page_likeThe average cost of each new page like.Metric

Post Engagementspost_engagementsAll engagements on the ad post, including reactions, comments and shares.Metric

Post Engagement Ratepost_engagement_ratePost engagements as a percentage of impressions.Metric

Cost per Post Engagementcost_per_post_engagementThe average cost of each post engagement.Metric

Post Reactionspost_reactionsReactions on the ad post, such as likes and loves.Metric

Cost per Post Reactioncost_per_post_reactionThe average cost of each post reaction.Metric

Post Commentspost_commentsComments left on the ad post.Metric

Cost per Post Commentcost_per_post_commentThe average cost of each post comment.Metric

Post Sharespost_sharesShares of the ad post.Metric

Cost per Post Sharecost_per_post_shareThe average cost of each post share.Metric

Post Savespost_savesSaves of the ad post.Metric

Cost per Post Savecost_per_post_saveThe average cost of each post save.Metric

Photo Viewsphoto_viewsViews of photos in your ad.Metric

Cost per Photo Viewcost_per_photo_viewThe average cost of each photo view.Metric

Event Responsesevent_responsesResponses to your Facebook event driven by the ad.Metric

Cost per Event Responsecost_per_event_responseThe average cost of each event response.Metric

Page Subscribespage_subscribesNew page subscriptions driven by the ad.Metric

Cost per Page Subscribecost_per_page_subscribeThe average cost of each page subscription.Metric

Check-Inscheck_insLocation check-in events attributed to your ads.Metric

Check-In Ratecheck_in_rateCheck-ins as a percentage of clicks.Metric

Cost per Check-Incost_per_check_inThe average cost of each check-in.Metric

Messaging Conversations Startednew_messaging_conversations_startedNew messaging conversations started from your ads.Metric

Cost per Messaging Conversationcost_per_action_new_messaging_conversations_startedThe average cost of each new messaging conversation.Metric

Video

14 fields

FieldDescriptionType

Video Viewsvideo_viewsViews of at least three seconds on your video ad.Metric

Video View Ratevideo_view_rateVideo views as a percentage of impressions.Metric

Cost per Video Viewcost_per_video_viewThe average cost of each video view.Metric

Video Views 15%video_view_15_percentTimes your video was watched to 15% of its length.Metric

Video Views 25%video_view_25_percentTimes your video was watched to 25% of its length.Metric

Video Views 50%video_view_50_percentTimes your video was watched to 50% of its length.Metric

Video Views 75%video_view_75_percentTimes your video was watched to 75% of its length.Metric

Video Views 95%video_view_95_percentTimes your video was watched to 95% of its length.Metric

Video Views 100%video_view_100_percentTimes your video was watched to completion.Metric

Video Average Watch Timevideo_average_watch_timeThe average time spent watching your video ad.Metric

Total Video Watch Timetotal_video_view_watch_timeThe total time spent watching your video ad.Metric

ThruPlaysvideo_thruplay_watched_actionsTimes your video was played to completion or for at least 15 seconds.Metric

Cost per ThruPlaycost_per_thruplayThe average cost of each ThruPlay.Metric

Cost per 15-Sec Video Viewcost_per_video_15_sec_watchedThe average cost of each 15-second video view.Metric

Traffic & landing pages

11 fields

FieldDescriptionType

Landing Page Viewslanding_page_viewsTimes people loaded your landing page after clicking the ad.Metric

Landing Page View Ratelanding_page_view_rateLanding page views as a percentage of link clicks.Metric

Landing Page View ROASlanding_page_view_roasReturn on ad spend from landing page view events.Metric

Landing Page Views Valuelanding_page_views_valueThe monetary value attributed to landing page views.Metric

Cost per Landing Page Viewcost_per_landing_page_viewThe average cost of each landing page view.Metric

Action Value Link Clicksaction_value_link_clicksThe monetary value attributed to link clicks.Metric

Link Clicks ROASlink_clicks_roasReturn on ad spend from link click events.Metric

Cost per Link Clickcost_per_action_link_clickThe average cost of each link click.Metric

Action Value Outbound Clicksaction_value_outbound_clicksThe monetary value attributed to outbound clicks.Metric

Outbound Clicks ROASoutbound_clicks_roasReturn on ad spend from outbound click events.Metric

Cost per Outbound Clickcost_per_outbound_clickThe average cost of each outbound click.Metric

App installs

5 fields

FieldDescriptionType

App Installsapp_installsApp installation events attributed to your ads.Metric

App Install Rateapp_install_rateApp installs as a percentage of clicks.Metric

App Install ROASapp_install_roasReturn on ad spend from app install events.Metric

Action Value App Installsaction_value_app_installsThe monetary value attributed to app install events.Metric

Cost per App Installcost_per_app_installThe average cost of each app install.Metric

Campaign structure

17 fields

FieldDescriptionType

Account IDaccount_idThe unique identifier of your ad account.Dimension

Account Nameaccount_nameYour ad account name.Dimension

Campaign IDcampaign_idThe unique identifier of the campaign.Dimension

Campaign Namecampaign_nameThe name of the advertising campaign.Dimension

Campaign Objectivecampaign_objectiveThe optimisation objective set for the campaign.Dimension

Campaign Statuscampaign_statusWhether the campaign is active, paused or archived.Dimension

Campaign Start Datecampaign_start_dateThe date the campaign started running.Dimension

Campaign End Datecampaign_end_dateThe date the campaign is scheduled to stop.Dimension

Ad Set IDadset_idThe unique identifier of the ad set.Dimension

Ad Set Nameadset_nameThe name of the ad set within the campaign.Dimension

Ad Set Statusadset_statusWhether the ad set is active, paused or archived.Dimension

Ad Set Delivery Statusadset_delivery_statusThe current delivery state of the ad set.Dimension

Ad IDad_idThe unique identifier of the ad.Dimension

Ad Namead_nameThe name of the individual ad.Dimension

Ad Statusad_statusWhether the ad is active, paused or archived.Dimension

Ad Delivery Statusad_delivery_statusThe current delivery state of the ad.Dimension

Ad Typead_typeThe format of the ad, such as image, video or carousel.Dimension

Creative

9 fields

FieldDescriptionType

Ad Creativead_creativeThe creative asset attached to the ad.Dimension

Ad Creative Previewad_creative_previewA rendered preview of the ad creative.Dimension

Ad Creative Preview Imagead_creative_preview_imageThe thumbnail image URL for the ad creative.Dimension

Ad Headlinead_headlineThe headline text of the ad.Dimension

Ad Primary Textad_primary_textThe main body copy of the ad.Dimension

Ad Descriptionad_descriptionThe description text shown beneath the headline.Dimension

Ad Call to Actionad_call_to_actionThe call-to-action button used on the ad.Dimension

Ad URLad_urlThe destination URL the ad points to.Dimension

Product IDproduct_idThe catalogue product identifier for dynamic ads.Dimension

Quality rankings

3 fields

FieldDescriptionType

Ad Quality Rankingad_quality_rankingHow your ad quality compares with ads competing for the same audience.Dimension

Ad Engagement Rate Rankingad_engagement_rate_rankingHow your expected engagement rate compares with competing ads.Dimension

Ad Conversion Rate Rankingad_conversion_rate_rankingHow your expected conversion rate compares with competing ads.Dimension

Placement & device

8 fields

FieldDescriptionType

Publisher Platformpublisher_platformThe platform where the ad was published, such as Facebook, Instagram or Messenger.Dimension

Device Platformdevice_platformThe device type the ad was viewed on: desktop, mobile app or mobile web.Dimension

Placement Publisher Platformsad_placement_publisher_platformsThe publisher platforms selected in the ad set placement settings.Dimension

Placement Device Platformsad_placement_device_platformsThe device platforms selected in the ad set placement settings.Dimension

Facebook Positionsad_placement_facebook_positionsFacebook placements such as feed, Reels or Stories.Dimension

Instagram Positionsad_placement_instagram_positionsInstagram placements such as feed, Reels, Explore or Stories.Dimension

Messenger Positionsad_placement_messenger_positionsMessenger placements such as inbox or Stories.Dimension

Audience Network Positionsad_placement_audience_network_positionsAudience Network placements such as native, banner or rewarded video.Dimension

Audience & geography

4 fields

FieldDescriptionType

AgeageThe age range of the people who saw the ad.Dimension

GendergenderThe gender of the people who saw the ad.Dimension

CountrycountryThe country the ad was viewed from.Dimension

RegionregionThe region or state within the country the ad was viewed from.Dimension

Time

4 fields

FieldDescriptionType

Datedate_startThe date the data was recorded.Dimension

WeekweekThe ISO week the data was recorded.Dimension

MonthmonthThe calendar month the data was recorded.Dimension

YearyearThe calendar year the data was recorded.Dimension

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