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Choose article...
Data Warehouse | Facebook Ads

Facebook Ads Fields

Transferring your Facebook Ads data into Google Big Query is quick and hassle-free. To make analyzing easy in Data Studio the data is broken down into entities, however there are some important concepts you need to understand to get the right result.

The process of moving your data into Big Query begins by fetching your historic data, with the timeframes of each entity shown below. After this, a daily incremental update is performed to keep everything up to date.

Data Studio Report Template — Copy this report to hit the ground running and start your data analysis https://datastudio.google.com/reporting/b320c072-d461-46f4-a536-5167e3dd06de

Tables

Choose the right table for your report:

  • <fieldName2>jepto_ad_insight<fieldName2> - This table contains all insights data and will suit most use cases.
  • <fieldName2>jepto_ad_age_gender<fieldName2> - This tables values are broken down by age and gender.

Entity date ranges for syncing

Entity Historic Data Period Daily Update Schedule

Age and Gender

From 38 months ago up to 1 day ago 1 day ago

Insight

From 38 months ago up to 1 day ago 1 day ago

Insight Structure

Facebook data is broken down into a hierarchy: Account, Campaign, Ad set and Ad. Knowing how they work will help you understand how your data is being stored and produce accurate reports.

Most metrics are available at the four levels, so to ensure that you get the right value shown in Data Studio select the metric you want to display and then apply a filter. Create and apply the filter to the chart with the insight_type. See the diagram below for the values of the different levels. If you get stuck at any point just reach out to support and we can help you build our your report.

Why this is important: Metrics like 'Reach' are calculated by the number of unique people that saw your Ad. If you use the data at an Ad level, adding the reach together can double count a user across multiple Ads. If however you chose the Campaign level, any user who saw multiple Ads would only be counted once.

Field Legends

Field - This is a normal field without subfields.

Parent field + Action type - This field contains subfields. It’s combination of parent field and action type.

List of Fields

Fields that are available on <fieldName2>jepto_ad_insight<fieldName2> table and <fieldName2>jepto_ad_age_gender<fieldName2> table.

Field Type Description

account_currency

TextText Currency that is used by your ad account.

account_id

TextText The ID number of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.

account_name

TextText The name of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.

ad_click_actions

NumericNumber ad_click_actions

ad_id

TextText The unique ID of the ad you're viewing in reporting.

ad_name

TextText The name of the ad you're viewing in reporting.

adset_id

TextText 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.

adset_name

TextText 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.

attribution_setting

TextText 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.

buying_type

TextText 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_id

TextText The unique ID number of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.

campaign_name

TextText The name of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.

canvas_avg_view_percent

NumericNumber 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

NumericNumber 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.

catalog_segment_value

TextText The total value of all conversions from your catalog segment attributed to your ads.

clicks

NumericNumber The number of clicks on your ads.

conversion_rate_ranking

TextText 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.

converted_product_quantity

TextText 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

TextText 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_estimated_ad_recallers

NumericNumber 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_outbound_click

NumericNumber The average cost for each outbound click.

cost_per_outbound_click_to_call_call_confirm

NumericNumber Call Confirmation Clicks

cost_per_inline_link_click

NumericNumber The average cost of each inline link click.

cost_per_inline_post_engagement

NumericNumber The average cost of each inline post engagement.

cost_per_unique_click

NumericNumber The average cost for each unique click (all). This metric is estimated.

cost_per_unique_inline_link_click

NumericNumber The average cost of each unique inline link click. This metric is estimated.

cpc

NumericNumber The average cost for each click (all).

cpm

NumericNumber The average cost for 1,000 impressions.

cpp

NumericNumber The average cost to reach 1,000 people. This metric is estimated.

ctr

NumericNumber The percentage of times people saw your ad and performed a click (all).

date

CalendarDate Date when the ad insight was created.

date_start

TextText The start date for your data. This is controlled by the date range you've selected for your reporting view.

date_stop

TextText The end date for your data. This is controlled by the date range you've selected for your reporting view.

engagement_rate_ranking

TextText 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.

estimated_ad_recall_rate

NumericNumber 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

NumericNumber 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

NumericNumber The average number of times each person saw your ad. This metric is estimated.

full_view_impressions

NumericNumber The number of Full Views on your Page's posts as a result of your ad.

full_view_reach

NumericNumber The number of people who performed a Full View on your Page's post as a result of your ad.

impressions

NumericNumber The number of times your ads were on screen.

inline_link_click_ctr

NumericNumber The percentage of time people saw your ads and performed an inline link click.

inline_link_clicks

NumericNumber 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

NumericNumber The total number of actions that people take involving your ads. Inline post engagements use a fixed 1-day-click attribution window.

insert_id

TextText For Jepto use only

insight_type

TextText Can be one of (ad, campaign, adset, account)

instant_experience_outbound_clicks

TextText The number of clicks on links in an Instant Experience that take people off Facebook-owned properties. This metric is in development.

instant_experience_clicks_to_open

NumericNumber The number of clicks on your ad that open an Instant Experience. This metric is in development.

instant_experience_clicks_to_start

NumericNumber The number of times an interactive component in an Instant Experience starts. This metric is in development.

mobile_app_purchase_roas

NumericNumber 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.

objective

TextText 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

TextText The optimization goal you selected for your ad or ad set. Your optimization goal reflects what you want to optimize for the ads.

place_page_name

TextText The name of the place page involved in impression or click. Has to be used together with Business Locations breakdown.

qualifying_question_qualify_answer_rate

NumericNumber qualifying_question_qualify_answer_rate

quality_ranking

TextText 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.

reach

NumericNumber 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

NumericNumber The total amount you've spent so far for your ads showed with social information. (ex: Jane Doe likes this).

spend

NumericNumber The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.

total_postbacks

TextText 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.

uid

TextText For Jepto use only

video_15_sec_watched_video_view

NumericNumber The number of times your video played for at least 15 seconds, or for nearly its total length if it's shorter than 15 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.

video_30_sec_watched_actions

NumericNumber 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_30_sec_watched_video_view

NumericNumber 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_video_view

NumericNumber The average time a video was played, including any time spent replaying the video for a single impression.

The average time a video was played, including any time spent replaying the video for a single impression.

NumericNumber The number of times your video was played at 100% of its length, including plays that skipped to this point.

video_p25_watched_video_view

NumericNumber The number of times your video was played at 25% of its length, including plays that skipped to this point.

video_p50_watched_video_view

NumericNumber The number of times your video was played at 75% of its length, including plays that skipped to this point.

video_p75_watched_video_view

NumericNumber The number of times your video was played at 50% of its length, including plays that skipped to this point.

video_p95_watched_video_view

NumericNumber The number of times your video was played at 95% of its length, including plays that skipped to this point.

video_play_actions

NumericNumber 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

TextText 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.

video_play_video_view

NumericNumber 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.

website_ctr

NumericNumber The percentage of times people saw your ad and performed a link click.

website_ctr_link_click

NumericNumber The percentage of times people saw your ad and performed a link click.

website_purchase_roas

NumericNumber 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_values

Action Types The total value of all conversions attributed to your ads.

Example combinations:

action_values
action_value_app_install
action_value_click_to_call_call_confirm

actions

Action Types The total number of actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions.

Example combinations:

actions
action_app_install
action_click_to_call_call_confirm

conversions

Action Types The total number of conversions across all channels (i.e. website, mobile app, offline, and on-facebook) attributed to your ads. Visit the Ads Action Stats reference for a list of conversions.

Example combinations:

conversions
conversion_app_install
conversion_click_to_call_call_confirm

cost_per_ad_click

Action Types cost_per_ad_click

Example combinations:

cost_per_ad_click
cost_per_ad_click_app_install
cost_per_ad_click_click_to_call_call_confirm

cost_per_action_type

Action Types The average cost of a relevant action.

Example combinations:

cost_per_action_type
cost_per_action_type_app_install
cost_per_action_type_click_to_call_call_confirm

cost_per_conversion

Action Types 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, recurring_subscription_payment, cancel_subscription, ad_click, ad_impression.

Example combinations:

cost_per_conversion
cost_per_conversion_app_install
cost_per_conversion_click_to_call_call_confirm

cost_per_outbound_click

Action Types 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, recurring_subscription_payment, cancel_subscription, ad_click, ad_impression.

Example combinations:

cost_per_outbound_click
cost_per_outbound_click_app_install
cost_per_outbound_click_click_to_call_call_confirm

cost_per_thruplay

Action Types The average cost for each ThruPlay. This metric is in development.

Example combinations:

cost_per_thruplay
cost_per_thruplay_app_install
cost_per_thruplay_click_to_call_call_confirm

cost_per_unique_action_type

Action Types The average cost of each unique action. This metric is estimated.

Example combinations:

cost_per_unique_action_type
cost_per_unique_action_type_app_install
cost_per_unique_action_type_click_to_call_call_confirm

cost_per_unique_outbound_click

Action Types The average cost for each unique outbound click. This metric is estimated.

Example combinations:

cost_per_unique_outbound_click
cost_per_unique_outbound_click_app_install
cost_per_unique_outbound_click_click_to_call_call_confirm

outbound_clicks

Action Types The number of clicks on links that take people off Facebook-owned properties.

Example combinations:

outbound_clicks
outbound_click_app_install
outbound_click_click_to_call_call_confirm

outbound_clicks_ctr

Action Types The percentage of times people saw your ad and performed an outbound click.

Example combinations:

outbound_clicks_ctr
outbound_clicks_ctr_app_install
outbound_clicks_ctr_click_to_call_call_confirm

purchase_roas

Action Types 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.

Example combinations:

purchase_roas
purchase_roas_app_install
purchase_roas_click_to_call_call_confirm

Age and Gender table

These fields are only available for <fieldName2>jepto_ad_age_gender<fieldName2> table.

Field Type Description

age

TextText The age range of the people you've reached.

gender

TextText Gender of people you've reached. People who don't list their gender are shown as 'not specified'.

List of Action types

Action types are list of suffix that can be combine to parent field to create multiple combinations: Parent field + Action type

Field Description

_app_custom_event_fb_mobile_achievement_unlocked

Mobile App Feature Unlocks

_app_custom_event_fb_mobile_activate_app

Mobile App Starts

_app_custom_event_fb_mobile_add_payment_info

Mobile App Payment Details

_app_custom_event_fb_mobile_add_to_cart

Mobile App Adds To Cart

_app_custom_event_fb_mobile_add_to_wishlist

Mobile App Adds to Wishlist

_app_custom_event_fb_mobile_complete_registration

Mobile App Registrations

_app_custom_event_fb_mobile_content_view

Mobile App Content Views

_app_custom_event_fb_mobile_initiated_checkout

Mobile App Checkouts

_app_custom_event_fb_mobile_level_achieved

Mobile App Achievements

_app_custom_event_fb_mobile_purchase

Mobile App Purchases

_app_custom_event_fb_mobile_rate

Mobile App Ratings

_app_custom_event_fb_mobile_search

Mobile App Searchs

_app_custom_event_fb_mobile_spent_credits

Mobile App Credit Spends

_app_custom_event_fb_mobile_tutorial_completion

Mobile App Tutorial Completions

_app_custom_event_other

Other Mobile App Actions

_app_install

App Installs

_app_use

App Uses

_checkin

Check-ins

_comment

Post Comments

_credit_spent

Credit Spends

_games_plays

Game Plays

_landing_page_view

Landing Page Views

_like

Page Likes

_link_click

Link Clicks

_mobile_app_install

Mobile App Installs

_offsite_conversion_custom_key

Custom Conversion key

_offsite_conversion_custom_value

Custom Conversion value

_offsite_conversion_fb_pixel_add_payment_info

Adds Payment Info

_offsite_conversion_fb_pixel_add_to_cart

Adds To Cart

_offsite_conversion_fb_pixel_add_to_wishlist

Adds To Wishlis

_offsite_conversion_fb_pixel_complete_registration

Completed Registration

_offsite_conversion_fb_pixel_custom

Custom pixel events defined by the advertiser

_offsite_conversion_fb_pixel_initiate_checkout

Initiates Checkout

_offsite_conversion_fb_pixel_lead

Leads

_offsite_conversion_fb_pixel_purchase

Purchases

_offsite_conversion_fb_pixel_search

Searches

_offsite_conversion_fb_pixel_view_content

Views Content

_onsite_conversion_flow_complete

On-Facebook Workflow Completions

_onsite_conversion_messaging_block

Blocked Messaging Conversations

_onsite_conversion_messaging_conversation_started_7d

Messaging Conversations Started

_onsite_conversion_messaging_first_reply

New Messaging Conversations

_onsite_conversion_post_save

Post Saves

_onsite_conversion_purchase

On-Facebook Purchases

_outbound_click

Outbound Clicks

_photo_view

Page Photo Views

_post

Post Shares

_post_reaction

Post Reactions

_rsvp

Event Responses

_video_view

3-Second Video Views

_contact_total

Contacts

_contact_website

Website Contacts

_contact_mobile_app

Mobile App Contacts

_contact_offline

Offline Contacts

_customize_product_total

Products Customized

_customize_product_website

Website Products Customized

_customize_product_mobile_app

Mobile App Products Customized

_customize_product_offline

Offline Products Customized

_donate_total

Donations

_donate_website

Website Donations

_donate_on_facebook

On Facebook Donations

_donate_mobile_app

Mobile App Donations

_donate_offline

Offline Donations

_find_location_total

Location Searches

_find_location_website

Website Location Searches

_find_location_mobile_app

Mobile App Location Searches

_find_location_offline

Offline App Location Searches

_schedule_total

Appointments Scheduled

_schedule_website

Website Appointments Scheduled

_schedule_mobile_app

Mobile App Appointments Scheduled

_schedule_offline

Offline App Appointments Scheduled

_start_trial_total

Trials Started

_start_trial_website

Website Trials Started

_start_trial_mobile_app

Mobile App Trials Started

_start_trial_offline

Offline Trials Started

_submit_application_total

Applications Submitted

_submit_application_website

Website Applications Submitted

_submit_application_mobile_app

Mobile App Applications Submitted

_submit_application_offline

Offline Applications Submitted

_submit_application_on_facebook

On Facebook Applications Submitted

_subscribe_total

Subscriptions

_subscribe_website

Website Subscriptions

_subscribe_mobile_app

Mobile App Subscriptions

_subscribe_offline

Offline Subscriptions

_recurring_subscription_payment_total

Recurring Subscription Payments

_recurring_subscription_payment_website

Website Recurring Subscription Payments

_recurring_subscription_payment_mobile_app

Mobile App Recurring Subscription Payments

_recurring_subscription_payment_offline

Offline Recurring Subscription Payments

_cancel_subscription_total

Canceled Subscriptions

_cancel_subscription_website

Website Canceled Subscriptions

_cancel_subscription_mobile_app

Mobile App Canceled Subscriptions

_cancel_subscription_offline

Offline Canceled Subscriptions

_ad_click_mobile_app

In-App Ad Clicks

_ad_impression_mobile_app

In-App Ad Impressions

_click_to_call_call_confirm

Call Confirmation Clicks

_page_engagement

Page Engagement

_post_engagement

Post Engagement

_onsite_conversion_lead_grouped

All On-Facebook Leads

_lead

All offsite leads plus all On-Facebook leads

_leadgen_grouped

On-Facebook leads coming from Messenger and Instant Forms

_omni_app_install

App Installs

_omni_purchase

Purchases

_omni_add_to_cart

Adds to Cart

_omni_complete_registration

Registrations Completed

_omni_view_content

Content Views

_omni_search

Searches

_omni_initiated_checkout

Checkouts Initiated

_omni_achievement_unlocked

Achievements Unlocked

_omni_activate_app

omni_level_achieved

_omni_rate

Ratings Submitted

_omni_spend_credits

Credit Spends

_omni_tutorial_completion

Tutorials Completed

_omni_custom

Custom Events

How to use the fields in Data Studio Report?

For example you want to get the value of your Cost per action type field, you have to choose what insight type you want to get the value by adding a filter or excluding some data's by adding additional filter. See the list below to choose which filter is best fit for your field.

Preset Filter options in Data Studio Templates:

  • CampaignInsight - Filter data by campaign level, using this filter will show all data that is part of campaign level only.
  • AdSetInsight - Filter data by ad set level, using this filter will exclude all data that is not part of ad set level.
  • AdInsight - Filter data by ad level, using this filter will exclude all data that is not part of ad level.
  • ExcludeNull - Exclude null values.
  • ExcludeNullCampaign - Exclude null campaign values.

See the Data Studio Report Template to get up and running quickly https://datastudio.google.com/reporting/b320c072-d461-46f4-a536-5167e3dd06de

Custom Fields

If a field is not available or you would like to make custom fields, you can create your own field, by adding a new field in your table and writing your formula. If you get stuck, please contact support and they will help you.

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