Meta Ads Metrics & Dimensions

Complete reference for Meta Ads (Facebook Ads) dimensions and metrics

Last updated: September 1, 2025

115 dimensions

163 metrics

This reference covers all available dimensions and metrics for Meta Ads data through Detrics. Use this guide to understand what data you can extract and how to structure your queries.

Supported destinations:

Google Sheets

Looker Studio

Dimensions

Dimensions are the attributes you can use to segment and group your Meta Ads data.

Most Used

Account ID	The Unique Identifier for the Meta Ads Account. Field Name: account_id Type: dimension
Account Name	The name you see in the Ad’s Manager for the ad accounts selected. Field Name: account_name Type: dimension
Campaign ID	The Unique Identifiers for your Campaigns. You need to select this field to select dimensions from the ‘Campaign’ category. Field Name: campaign_id Type: dimension
Campaign Name	The name you see in the Ad Manager Campaigns report. Field Name: campaign_name Type: dimension
Ad Set ID	The Unique Identifiers for your Ad Sets. You need to select this field to select dimensions from the ‘Ad Set’ category. Field Name: adset_id Type: dimension
Ad Set Name	The name you see in the Ad Manager Ad Set level report. Field Name: adset_name Type: dimension
Ad ID	The Unique Identifiers for your Ads. You need to select this field to select dimensions from the ‘Ad’ category. Field Name: ad_id Type: dimension
Ad Name	The name you see in the Ad Manager Ad level reports. Field Name: ad_name Type: dimension
Product ID & Name	The product ID & Name of the associated products. Field Name: product_id Type: dimension

Demographics

Country Code	Breakdown dimension’s metrics to the country level. Field Name: country Type: dimension
Region	Breakdown dimension’s metrics to the country’s region level. Field Name: region Type: dimension
Age	Breakdown dimension’s metrics to age brackets from 18-24 to 65+. Field Name: age Type: dimension
Gender	Breakdown dimension’s metrics to genders: male, female or unknown. Field Name: gender Type: dimension

Placement

Publisher Platform	Breakdown results by publisher platform: facebook, instagram, messenger, audience_network. Field Name: publisher_platform Type: dimension
Platform Position	Breakdown results by the position that your ads have within the platform: messenger_inbox, facebook_reels, facebook_reels_overlay, facebook_stories, instream_video, search and more.. You have to select the ‘Publisher Platform’ field to get this dimension. Field Name: platform_position Type: dimension

Device

Device Platform	Breakdown result by Meta’s platform: desktop, mobile_app, mobile_web. Field Name: device_platform Type: dimension
Impression Device	Breakdown result by the user’s device: desktop, android_smartphone, ipad, iphone, android_tablet, ipod, other. Field Name: impression_device Type: dimension

Target

Optimization Goal	The target KPI of your campaign: Unknown Optimization Goal, IMPRESSIONS, LANDING_PAGE_VIEWS, REPLIES, REACH, THRUPLAY, NONE, AD_RECALL_LIFT and more… Field Name: optimization_goal Type: dimension

Account

Account Status	The current status of your Ad Account. These can be: ACTIVE, DISABLED, UNSETTLED, PENDING_RISK_REVIEW, PENDING_SETTLEMENT, IN_GRACE_PERIOD, PENDING_CLOSURE, CLOSED, ANY_ACTIVE, ANY_CLOSED. Field Name: account_status Type: dimension
Account Currency	The currency set in your ad account. Field Name: account_currency Type: dimension
Account Age	Amount of time the ad account has been open, in days. Field Name: account_age Type: dimension
Account Balance	Bill amount due for this Ad Account. Field Name: account_balance Type: dimension
Account Timezone Name	Name of the time zone for this ad account. Field Name: account_timezone_name Type: dimension
Account Timezone Offset from UTC	Time zone difference from UTC (Coordinated Universal Time). Field Name: account_timezone_offset_hours_utc Type: dimension
Account Business Country Code	Country code for the business address associated with this ad account. Field Name: account_business_country_code Type: dimension
Account Spend Cap	The maximum amount that can be spent by this Ad Account. When the amount is reached, all delivery stops. A value of 0 means no spending cap. Value specified in the basic unit of the currency, e.g., ‘cents’ for USD. Field Name: account_spend_cap Type: dimension
Account Amount Spent	Current amount spent by the account with respect to spend cap, or total amount in the absence of spend cap. Field Name: account_amount_spent Type: dimension
Account Can Create Brand Lift Study	Indicates whether a new automated brand lift study can be created under this Ad Account. Field Name: account_can_create_brand_lift_study Type: dimension
Account Created Time	The time the account was created in ISO 8601 format. Field Name: account_created_time Type: dimension
Account Disable Reason	The reason why the account was disabled. Possible reasons include: NONE, ADS_INTEGRITY_POLICY, ADS_IP_REVIEW, RISK_PAYMENT, GRAY_ACCOUNT_SHUT_DOWN, ADS_AFC_REVIEW, BUSINESS_INTEGRITY_RAR, PERMANENT_CLOSE, UNUSED_RESELLER_ACCOUNT, UNUSED_ACCOUNT, UMBRELLA_AD_ACCOUNT, BUSINESS_MANAGER_INTEGRITY_POLICY, MISREPRESENTED_AD_ACCOUNT, AOAB_DESHARE_LEGAL_ENTITY, CTX_THREAD_REVIEW, COMPROMISED_AD_ACCOUNT. Field Name: account_disable_reason Type: dimension

Custom Events

Custom Event Name	Custom events measured by your App or Meta Pixel. Select together with the “Custom Event Count” metric. Split to Columns to avoid spend duplication. Field Name: conversion_name Type: dimension

Campaign

Campaign Status	Field Name: campaign_status Type: dimension
Campaign Effective Status	Field Name: campaign_effective_status Type: dimension
Campaign Daily Budget	Campaign Daily Budget. If it is null then the budget is set at the ad set level. Field Name: campaign_daily_budget Type: dimension
Campaign Lifetime Budget	Campaign Lifetime Budget. If it is null then the budget is set at the ad set level. Field Name: campaign_lifetime_budget Type: dimension
Campaign Budget Remaining	Remaining budget for the campaign. If it is null then the budget is set at the ad set level. Field Name: campaign_budget_remaining Type: dimension
Campaign Objective	The Campaign’s objective. These can be: PRODUCT_CATALOG_SALES, OUTCOME_AWARENESS, LINK_CLICKS, OUTCOME_SALES, OUTCOME_ENGAGEMENT, OUTCOME_LEADS, VIDEO_VIEWS, CONVERSIONS and more.. Field Name: objective Type: dimension
Frequency Buckets	The number of times individuals were shown ads from your campaign. The data is segmented into buckets: 1, 2, 3, 4, 6-10. These numbers show how many times, on average, your audience is seeing your ads. You have to choose the ‘reach’ metric to get this dimension. Field Name: frequency_value Type: dimension
Campaign Bid Strategy	The bidding strategy used for the campaign. Field Name: campaign_bid_strategy Type: dimension
Campaign Buying Type	The buying type of the campaign. Field Name: campaign_buying_type Type: dimension
Campaign Primary Attribution	The primary attribution model used for the campaign. Field Name: campaign_primary_attribution Type: dimension
Campaign Smart Promotion Type	The type of smart promotion used in the campaign. Field Name: campaign_smart_promotion_type Type: dimension
Campaign Spend Cap	The maximum amount that can be spent on the campaign. Field Name: campaign_spend_cap Type: dimension
Campaign Created Time	The time when the campaign was created. Field Name: campaign_created_time Type: dimension
Campaign Start Time	The time when the campaign started. Field Name: campaign_start_time Type: dimension
Campaign End Time	The time when the campaign ended or is scheduled to end. Field Name: campaign_stop_time Type: dimension
Campaign Updated Time	The last time the campaign was updated. Field Name: campaign_updated_time Type: dimension

Ad Set

Ad Set Status	The status of the ad set. Field Name: adset_status Type: dimension
Ad Set Effective Status	The effective status of the ad set. Field Name: adset_effective_status Type: dimension
Ad Set Daily Budget	Ad Set Daily Budget. If it is null then the budget is set at the campaign level. Field Name: adset_daily_budget Type: dimension
Ad Set Lifetime Budget	The lifetime budget set for the ad set. If it is null then the budget is set at the campaign level. Field Name: adset_lifetime_budget Type: dimension
Ad Set Budget Remaining	The remaining budget for the ad set. If it is null then the budget is set at the campaign level. Field Name: adset_budget_remaining Type: dimension
Ad Set Objective	The objective of the ad set. Field Name: adset_objective Type: dimension
Ad Set Bid Strategy	The bidding strategy used for the ad set. Field Name: adset_bid_strategy Type: dimension
Ad Set Spend Cap	The maximum amount that can be spent on the ad set. Field Name: adset_spend_cap Type: dimension
Ad Set Created Time	The time when the ad set was created. Field Name: adset_created_time Type: dimension
Ad Set Start Time	The time when the ad set started. Field Name: adset_start_time Type: dimension
Ad Set End Time	The time when the ad set ended or is scheduled to end. Field Name: adset_end_time Type: dimension
Ad Set Updated Time	The last time the ad set was updated. Field Name: adset_updated_time Type: dimension
Ad Set Billing Event	The billing event for this ad set, such as IMPRESSIONS, CLICKS, LINK_CLICKS, etc. Field Name: adset_billing_event Type: dimension
Ad Set Campaign Attribution	Indicates a campaign’s attribution type, e.g., SKAN or AEM for app ads campaigns. Field Name: adset_campaign_attribution Type: dimension
Ad Set Destination Type	The destination type of the ad set, such as WEBSITE, APP, MESSENGER, INSTAGRAM_DIRECT, etc. Field Name: adset_destination_type Type: dimension
Ad Set Attribution Spec	The conversion attribution spec used for attributing conversions for optimization. Field Name: adset_attribution_spec Type: dimension
Ad Set Lifetime Impressions	The lifetime number of impressions for the ad set. Available for campaigns with buying_type=FIXED_CPM. Field Name: adset_lifetime_imps Type: dimension
Ad Set Multi-Optimization Goal Weight	The weight for multiple optimization goals within the ad set. Field Name: adset_multi_optimization_goal_weight Type: dimension
Ad Set Optimization Goal	The optimization goal of the ad set, such as REACH, LINK_CLICKS, IMPRESSIONS, etc. Field Name: adset_optimization_goal Type: dimension
Ad Set Optimization Sub Event	The sub-event for a specific optimization goal, like a Sound-On event for a video view goal. Field Name: adset_optimization_sub_event Type: dimension
Ad Set Pacing Type	Defines the pacing type, such as standard pacing or scheduling-based pacing. Field Name: adset_pacing_type Type: dimension

Ad Set Targeting

Ad Set Targeting Age Max	The maximum age targeted by the ad set. Field Name: adset_targeting_age_max Type: dimension
Ad Set Targeting Age Min	The minimum age targeted by the ad set. Field Name: adset_targeting_age_min Type: dimension
Ad Set Targeting Interests	The interests targeted by the ad set, based on user preferences and behavior. Field Name: adset_targeting_interests Type: dimension
Ad Set Targeting Behaviors	The behaviors targeted by the ad set, indicating actions or habits of the users. Field Name: adset_targeting_behaviors Type: dimension
Ad Set Targeting Custom Audiences	Custom audiences targeted by the ad set, based on lists uploaded by advertisers. Field Name: adset_targeting_custom_audiences Type: dimension
Ad Set Targeting Geo Countries	Countries targeted by the ad set based on geographic location. Field Name: adset_targeting_geo_countries Type: dimension
Ad Set Targeting Geo Regions	Regions targeted by the ad set within a specific country or group of countries. Field Name: adset_targeting_geo_regions Type: dimension
Ad Set Targeting Geo Location Types	The location types targeted by the ad set, such as home, work, or travel locations. Field Name: adset_targeting_geo_location_types Type: dimension
Ad Set Targeting Publisher Platforms	The publisher platforms targeted by the ad set, like Facebook, Instagram, Messenger, etc. Field Name: adset_targeting_publisher_platforms Type: dimension
Ad Set Targeting Device Platforms	The device platforms targeted by the ad set, such as desktop, mobile, or tablet. Field Name: adset_targeting_device_platforms Type: dimension
Ad Set Targeting Instagram Positions	The positions within Instagram targeted by the ad set, like feed, stories, reels, etc. Field Name: adset_targeting_instagram_positions Type: dimension
Ad Set Targeting Facebook Positions	The positions within Facebook targeted by the ad set, such as news feed, right column, etc. Field Name: adset_targeting_facebook_positions Type: dimension
Ad Set Targeting Brand Safety Content Filter Levels	The content filter levels used to ensure brand safety for the ad set. Field Name: adset_targeting_brand_safety_content_filter_levels Type: dimension

Ad

Ad Status	The status of the ad. Field Name: ad_status Type: dimension
Ad Effective Status	The effective status of the ad. Field Name: ad_effective_status Type: dimension
Ad Format	The format of the ad. Field Name: ad_format Type: dimension
Ad Image	The URL of the ad image. Field Name: ad_image_url Type: dimension
Ad URL Tags	The URL tags associated with the ad. Field Name: url_tags Type: dimension
Ad Creative Body	Text associated with the ad. Field Name: instagram_copy Type: dimension
Ad Instagram Post ID	The API ID of the Instagram post. Field Name: instagram_post_api_id Type: dimension
Ad Call To Action Type	The type of call-to-action used in the ad. Field Name: call_to_action_type Type: dimension
Ad Destination URL	The destination URL of the ad. Field Name: ad_destination_url Type: dimension
Ad Optimization Type	The type of optimization used for the ad. Field Name: ad_optimization_type Type: dimension
Ad Source Ad ID	The ID of the source ad that this ad was copied from. Field Name: source_ad_id Type: dimension
Ad Created Time	The time when the ad was created. Field Name: ad_created_time Type: dimension
Ad Updated Time	The time when the ad was last updated. When querying without metrics, this field is used to filter ads based on the timeframe selected in your request. Field Name: ad_updated_time Type: dimension
Ad Conversion Domain	The domain where conversions happen for this ad, e.g., example.com. Field Name: ad_conversion_domain Type: dimension
Ad Creative ID	The ID of the ad creative used by this ad. Field Name: ad_creative_id Type: dimension

Ad Creative

Ad Creative Title	The title of the ad creative. Field Name: ad_creative_title Type: dimension
Ad Creative Name	The name of the ad creative. Field Name: ad_creative_name Type: dimension
Ad Creative Type	The type of the ad creative. Field Name: ad_creative_type Type: dimension
Ad Creative Instagram Permalink	The Instagram permalink URL of the ad creative. Field Name: ad_creative_instagram_permalink Type: dimension

Ad Previews

Ad Shareable Preview Link	A shareable link to preview the ad. Field Name: ad_preview_shareable_link Type: dimension
Ad Mobile Feed Preview	Field Name: ad_preview_mobile_feed_url Type: dimension
Ad Desktop Feed Preview	Field Name: ad_preview_desktop_feed_url Type: dimension
Ad Reel Preview	Field Name: ad_preview_instagram_reel_url Type: dimension

Ad Audience & Placement

Ad Min Age	Field Name: ad_min_age Type: dimension
Ad Max Age	Field Name: ad_max_age Type: dimension
Ad Publisher Platforms	Field Name: ad_publisher_platforms Type: dimension
Ad Facebook Positions	Field Name: ad_facebook_positions Type: dimension
Ad Instagram Positions	Field Name: ad_instagram_positions Type: dimension
Ad Messenger Positions	Field Name: ad_messenger_positions Type: dimension
Ad Audience Network Positions	Field Name: ad_audience_network_positions Type: dimension

Ad Recommendations

Ad Recommendation Title	Field Name: ad_recommendation_title Type: dimension
Ad Recommendation Message	Field Name: ad_recommendation_message Type: dimension
Ad Recommendation Importance	Field Name: ad_recommendation_importance Type: dimension
Ad Recommendation Confidence	Field Name: ad_recommendation_confidence Type: dimension

Metrics

Metrics are the numerical values you can measure and analyze from your Meta Ads campaigns.

Most Used

Amount Spent	Amount spent on your ads. Field Name: spend Type: metric
Clicks	The number of clicks on your ads. Field Name: clicks Type: metric
Inline Link Clicks	Number of clicks on the link within the ad. Field Name: inline_link_clicks Type: metric
Impressions	Number of times your ads were shown. Field Name: impressions Type: metric
Reach	Number of unique users who saw the ad. Field Name: reach Type: metric
Frequency	Average number of times each user saw the ad. Field Name: frequency Type: metric
Landing Page Views	Number of times the landing page was viewed after a user clicked on the ad. Field Name: landing_page_view Type: metric

Videos

Video Play Actions	The number of times your video starts to play. This is counted for each impression of a video, and excludes replays. Field Name: video_play_actions Type: metric
3 Seconds Video View	Number of times the video was viewed for at least 3 seconds. Field Name: video_view Type: metric
ThruPlay Actions	Number of times the video was played to completion or for at least 15 seconds. Field Name: video_thruplay_watched_actions Type: metric
Cost per ThruPlay	The average cost per video thruplay (when a viewer watches 15 seconds or 97% of your video). Field Name: cost_per_thruplay Type: metric
Video Watches at 25%	Number of times at least 25% of the video was watched. Field Name: video_p25_watched_actions Type: metric
Video Watches at 50%	Number of times at least 50% of the video was watched. Field Name: video_p50_watched_actions Type: metric
Video Watches at 75%	Number of times at least 75% of the video was watched. Field Name: video_p75_watched_actions Type: metric
Video Watches at 95%	The number of times your video was played at 95% of its length, including plays that skipped to this point. Field Name: video_p95_watched_actions Type: metric
Video Watches at 100%	Number of times the video was watched completely. Field Name: video_p100_watched_actions Type: metric
Video Avg Watch Time (secs)	The average time a video was played, including any time spent replaying the video for a single impression. Field Name: video_avg_time_watched_actions Type: metric
Full View Impressions	The number of Full Views on your Page’s posts as a result of your ad. Field Name: full_view_impressions Type: metric
Full View Reach	The number of people who performed a Full View on your Page’s post as a result of your ad. Field Name: full_view_reach Type: metric
2-second Continuous Video Plays	The number of times your video was watched for at least 2 continuous seconds. Field Name: video_continuous_2_sec_watched_actions Type: metric

Website (Pixel)

Website Contacts	Number of contacts or inquiries made through your website. Field Name: contact_website Type: metric
Website Leads	Number of potential customers who have shown interest from your website. Field Name: offsite_conversion.fb_pixel_lead Type: metric
Website Adds to Cart	Number of times a product was added to the cart from your website. Field Name: offsite_conversion.fb_pixel_add_to_cart Type: metric
Website Adds of payment Info	Number of times payment information was added on your website. Field Name: offsite_conversion.fb_pixel_add_payment_info Type: metric
Website Adds to Wishlist	Number of times a product was added to the wishlist from your website. Field Name: offsite_conversion.fb_pixel_add_to_wishlist Type: metric
Website Registrations Completed	Number of times a user completed a registration form on your website. Field Name: offsite_conversion.fb_pixel_complete_registration Type: metric
Website Checkouts Initiated	Number of times a user started the checkout process on your website. Field Name: offsite_conversion.fb_pixel_initiate_checkout Type: metric
Website Purchases	Number of purchases made on your website. Field Name: offsite_conversion.fb_pixel_purchase Type: metric
Website Searches	Number of times a search was made on your website. Field Name: offsite_conversion.fb_pixel_search Type: metric
Website Content Views	Number of times content was viewed on your website. Field Name: offsite_conversion.fb_pixel_view_content Type: metric
Website Custom Conversions	All Custom Events from your website. Field Name: offsite_conversion.fb_pixel_custom Type: metric
Website Submit Application	Number of times an application was submitted on your website. Field Name: submit_application_website Type: metric
Website Recurring Subscription	Number of recurring subscription payments made on your website. Field Name: recurring_subscription_payment_website Type: metric
Website Subscribe	Number of times a subscription was made on your website. Field Name: subscribe_website Type: metric
Website Cancel Subscription	Number of times a subscription was cancelled on your website. Field Name: cancel_subscription_website Type: metric
Website Donate	Number of times a donation was made on your website. Field Name: donate_website Type: metric
Website Start Trial	Number of times a trial was started on your website. Field Name: start_trial_website Type: metric
Website Find Location	Field Name: find_location_website Type: metric
Website Schedule	Website Appointments Scheduled Field Name: schedule_website Type: metric
Website Customize Products	Field Name: customize_product_website Type: metric

Messaging

New Messaging Conversations	Number of times a first reply was sent in a conversation on Meta. Field Name: onsite_conversion.messaging_first_reply Type: metric
Messaging Conversations Started	Number of conversations that were started on Meta products. Field Name: onsite_conversion.messaging_conversation_started_7d Type: metric
Blocked Messaging Conversations	Number of users who have blocked messaging on Meta Field Name: onsite_conversion.messaging_block Type: metric
Messaging Subscription	The number of times an account has subscribed to receive marketing messages from your business, attributed to your ad. If an account has subscribed to multiple topics, it will be counted again for each topic Field Name: onsite_conversion.messaging_user_subscribed Type: metric

Custom Events

Custom Event Count	Custom events measured by your App or Meta Pixel. Select “Custom Event Name” in dimensions. Field Name: conversion_count Type: metric

Website Conversion Value (Pixel)

Website Leads Conversion Value	The total value of leads from your website. Field Name: offsite_conversion.fb_pixel_lead.value Type: metric
Website Adds to Cart Conversion Value	The total value of products added to cart from your website. Field Name: offsite_conversion.fb_pixel_add_to_cart.value Type: metric
Website Add Payment Info Value	The total value of payment information added on your website. Field Name: offsite_conversion.fb_pixel_add_payment_info.value Type: metric
Website Add To Wishlist Value	The total value of products added to wishlist from your website. Field Name: offsite_conversion.fb_pixel_add_to_wishlist.value Type: metric
Website Complete Registration Value	The total value of completed registrations on your website. Field Name: offsite_conversion.fb_pixel_complete_registration.value Type: metric
Website Initiate Checkout Value	The total value of initiated checkouts on your website. Field Name: offsite_conversion.fb_pixel_initiate_checkout.value Type: metric
Website Purchases Conversion Value	The total value of purchases made on your website. Field Name: offsite_conversion.fb_pixel_purchase.value Type: metric

App Metrics

Mobile App Install	Number of mobile app installs. Field Name: mobile_app_install Type: metric
Mobile App Start Trial	Number of times a trial was started through the mobile app. Field Name: start_trial_mobile_app Type: metric
Mobile App Submit Application	Number of times an application was submitted through the mobile app. Field Name: submit_application_mobile_app Type: metric
Mobile App Recurring Subscription	Number of recurring subscription payments made through the mobile app. Field Name: recurring_subscription_payment_mobile_app Type: metric
Mobile App Subscribe	Number of times a subscription was made through the mobile app. Field Name: subscribe_mobile_app Type: metric
Mobile App Cancel Subscription	Number of times a subscription was cancelled through the mobile app. Field Name: cancel_subscription_mobile_app Type: metric
Mobile App Contact	Number of contacts or inquiries made through the mobile app. Field Name: contact_mobile_app Type: metric
Mobile App Donate	Number of times a donation was made through the mobile app. Field Name: donate_mobile_app Type: metric
Mobile App Find Location	Number of times a user found your location through the mobile app. Field Name: find_location_mobile_app Type: metric
Mobile App Schedule	Number of times a schedule was made through the mobile app. Field Name: schedule_mobile_app Type: metric
Ad Click Mobile App	Field Name: ad_click_mobile_app Type: metric
Ad Impression Mobile App	Field Name: ad_impression_mobile_app Type: metric
App Install	Field Name: app_install Type: metric
App Use	Field Name: app_use Type: metric
Credit Spent	Field Name: credit_spent Type: metric
Games Plays	Field Name: games_plays Type: metric
Customize Product Mobile App	Field Name: customize_product_mobile_app Type: metric

App Actions

Mobile App Achievements Unlocked	Field Name: app_custom_event.fb_mobile_achievement_unlocked Type: metric
Mobile App Sessions	Field Name: app_custom_event.fb_mobile_activate_app Type: metric
Mobile App Adds of Payment Info	Field Name: app_custom_event.fb_mobile_add_payment_info Type: metric
Mobile App Adds to Cart	Field Name: app_custom_event.fb_mobile_add_to_cart Type: metric
Mobile App Adds to Wishlist	Field Name: app_custom_event.fb_mobile_add_to_wishlist Type: metric
Mobile App Registrations Completed	Field Name: app_custom_event.fb_mobile_complete_registration Type: metric
Mobile App Content Views	Field Name: app_custom_event.fb_mobile_content_view Type: metric
Mobile App Checkouts Initiated	Field Name: app_custom_event.fb_mobile_initiated_checkout Type: metric
Mobile App Levels Completed	Field Name: app_custom_event.fb_mobile_level_achieved Type: metric
Mobile App Purchases	Field Name: app_custom_event.fb_mobile_purchase Type: metric
Mobile App Ratings Submitted	Field Name: app_custom_event.fb_mobile_rate Type: metric
Mobile App Searches	Field Name: app_custom_event.fb_mobile_search Type: metric
Mobile App Credits Spent	Field Name: app_custom_event.fb_mobile_spent_credits Type: metric
Mobile App Tutorials Completed	Field Name: app_custom_event.fb_mobile_tutorial_completion Type: metric
Other Mobile App Actions	Field Name: app_custom_event.other Type: metric

On-Facebook Conversions

On-Facebook Leads	Number of potential customers who have shown interest on a Meta product: instagram, facebook. Field Name: onsite_conversion.lead_grouped Type: metric
On-Facebook Workflow Completions	Number of users who completed a flow on Meta Field Name: onsite_conversion.flow_complete Type: metric
On-Facebook Adds to Wishlist	Total number of add to whishlists made on Meta Products. Field Name: onsite_conversion.add_to_wishlist Type: metric
On-Facebook Adds To Cart	Total number of add to carts made on Meta Products. Field Name: onsite_conversion.add_to_cart Type: metric
On-Facebook Initiate Checkout	Total number of checkouts initiated on Meta Products. Field Name: onsite_conversion.initiate_checkout Type: metric
On-Facebook Purchases	Number of purchases made on Meta Field Name: onsite_conversion.purchase Type: metric
On-Facebook Submit Application	Number of times an application was submitted on Meta. Field Name: submit_application_on_facebook Type: metric
On-Facebook Donate	Number of times a donation was made on Meta. Field Name: donate_on_facebook Type: metric
On-Facebook Purchase Conversion Value	Total number of the purchase value from On Facebook purchases. Field Name: onsite_conversion.purchase.value Type: metric

Instagram Actions

Post Comments	Number of comments made on Instagram posts. Field Name: comment Type: metric
Post Reaction	Number of reactions on Instagram posts. Field Name: post_reaction Type: metric
Post Saves	Number of times an Instagram post was saved. Field Name: onsite_conversion.post_save Type: metric
Post Shares	Number of times an Instagram post was shared. Field Name: post Type: metric
Post Engagement	Number of engagements on Instagram posts. Field Name: post_engagement Type: metric
Like	Field Name: like Type: metric

Ratios

CPC	Cost Per Click - The amount you pay for each click on your ads. Field Name: cpc Type: metric
CTR	Click Through Rate - The percentage of people who see your ad and then click on it. Field Name: ctr Type: metric
CTR (Link Click)	The percentage of times people saw your ad and performed an inline link click. Field Name: inline_link_click_ctr Type: metric
CPM	Cost per 1,000 Impressions - The amount you pay for a thousand impressions of your ad. Field Name: cpm Type: metric
CPM (Reach)	Cost per 1,000 People Reached - The amount you pay for a thousand people reached. Field Name: cpp Type: metric
Cost per Inline Link Click	The average cost for each inline link click. Field Name: cost_per_inline_link_click Type: metric
Cost per Unique Click	The average cost for each unique click (one click per unique person). Field Name: cost_per_unique_click Type: metric
Cost per Unique Inline Link Click	The average cost for each unique inline link click (one inline link click per unique person). Field Name: cost_per_unique_inline_link_click Type: metric
Cost per Outbound Click	The average cost for each outbound click (clicks that take people off Facebook-owned properties). Field Name: cost_per_outbound_click Type: metric
Cost per Unique Outbound Click	The average cost for each unique outbound click (one outbound click per unique person). Field Name: cost_per_unique_outbound_click Type: metric

Return on Ad Spend

Overall Purchase ROAS	Return on ad spend for all purchase conversion events across website, app, and onsite. Field Name: purchase_roas Type: metric
Website Purchase ROAS	Return on ad spend for website purchase conversion events. Field Name: website_purchase_roas Type: metric
Mobile App Purchase ROAS	Return on ad spend for mobile app purchase conversion events. Field Name: mobile_app_purchase_roas Type: metric

Ad Rankings

Quality Ranking	Indicates relative ad quality in comparison to other ads targeting the same audience. Field Name: quality_ranking Type: metric
Engagement Rate Ranking	Determines the ad’s likelihood to engage users in relation to competing ads. Field Name: engagement_rate_ranking Type: metric

Offline Metrics

Find Location Offline	Offline App Location Searches Field Name: find_location_offline Type: metric
Subscribe Offline	Offline Subscriptions Field Name: subscribe_offline Type: metric
Schedule Offline	Offline App Appointments Scheduled Field Name: schedule_offline Type: metric
Start Trial Offline	Field Name: start_trial_offline Type: metric
Submit Application Offline	Field Name: submit_application_offline Type: metric
Recurring Subscription Payment Offline	Field Name: recurring_subscription_payment_offline Type: metric
Cancel Subscription Offline	Field Name: cancel_subscription_offline Type: metric
Contact Offline	Field Name: contact_offline Type: metric
Customize Product Offline	Field Name: customize_product_offline Type: metric

Total Metrics

Schedule Total	Appointments scheduled Field Name: schedule_total Type: metric
Find Location Total	Number of times a user found your store’s location from your website. Field Name: find_location_total Type: metric
Start Trial Total	Field Name: start_trial_total Type: metric
Submit Application Total	Field Name: submit_application_total Type: metric
Contact Total	Field Name: contact_total Type: metric
Customize Product Total	Field Name: customize_product_total Type: metric
Donate Total	Field Name: donate_total Type: metric
Subscribe Total	Field Name: subscribe_total Type: metric
Recurring Subscription Payment Total	Field Name: recurring_subscription_payment_total Type: metric
Cancel Subscription Total	Field Name: cancel_subscription_total Type: metric
Lead Total	All offsite leads plus all On-Facebook leads Field Name: lead Type: metric
Lead Gen Grouped Total	On-Facebook leads coming from Messenger and Instant Forms Field Name: leadgen_grouped Type: metric

Click to Call

Estimated Call Confirmation Clicks	Field Name: click_to_call_call_confirm Type: metric
Messenger Calls Placed	Field Name: click_to_call_native_call_placed Type: metric
20-second Messenger Calls	Field Name: click_to_call_native_20s_call_connect Type: metric
60-second Messenger Calls	Field Name: click_to_call_native_60s_call_connect Type: metric

Omni Channel

Omni App Install	The estimated number of people who installed the app across all channels. Field Name: omni_app_install Type: metric
Omni Purchase	The estimated number of people who completed at least one purchase across all channels. Field Name: omni_purchase Type: metric
Omni Add to Cart	The estimated number of people who added items to cart across all channels. Field Name: omni_add_to_cart Type: metric
Omni Complete Registration	The estimated number of people who completed registration across all channels. Field Name: omni_complete_registration Type: metric
Omni View Content	The estimated number of people who viewed content across all channels. Field Name: omni_view_content Type: metric
Omni Search	The estimated number of people who performed searches across all channels. Field Name: omni_search Type: metric
Omni Initiated Checkout	The estimated number of people who initiated checkout across all channels. Field Name: omni_initiated_checkout Type: metric
Omni Achievement Unlocked	The estimated number of people who unlocked achievement across all channels. Field Name: omni_achievement_unlocked Type: metric
Omni Activate App	The estimated number of people who activated the app across all channels. Field Name: omni_activate_app Type: metric
Omni Level Achieved	The estimated number of people who completed level across all channels. Field Name: omni_level_achieved Type: metric
Omni Rate	The estimated number of people who submitted ratings across all channels. Field Name: omni_rate Type: metric
Omni Spend Credits	The estimated number of people who spent credits across all channels. Field Name: omni_spend_credits Type: metric
Omni Tutorial Completion	The estimated number of people who completed tutorials across all channels. Field Name: omni_tutorial_completion Type: metric
Omni Custom	The estimated number of people who performed custom actions across all channels. Field Name: omni_custom Type: metric

Clicks

Unique Clicks	The number of unique people who clicked on your ads. This metric is estimated. Field Name: unique_clicks Type: metric
Unique Inline Link Clicks	The number of unique people who performed an inline link click. This metric is estimated. Field Name: unique_inline_link_clicks Type: metric
Outbound Clicks	The number of clicks on links that take people off Facebook-owned properties. Field Name: outbound_clicks Type: metric
Unique Outbound Clicks	The number of unique people who performed an outbound click. This metric is estimated. Field Name: unique_outbound_clicks Type: metric

Instagram

Inline Post Engagement	The total number of actions that people take involving your ads (including likes, comments, shares, and more). Field Name: inline_post_engagement Type: metric

Other

Social Spend	The amount spent on ads shown with social information, such as when someone engages with your ad and this is shown to their friends. Field Name: social_spend Type: metric
Page Engagement	Field Name: page_engagement Type: metric
Check-in	Field Name: checkin Type: metric
Page Photo Views	Field Name: photo_view Type: metric
Event Responses (RSVP)	Field Name: rsvp Type: metric