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Facebook Ads Fields

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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.

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How to create a Data Studio Report for Facebook

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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.

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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

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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.

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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.

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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	Text	Currency that is used by your ad account.
account_id	Text	The ID number of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.
account_name	Text	The name of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.
ad_click_actions	Number	ad_click_actions
ad_id	Text	The unique ID of the ad you're viewing in reporting.
ad_name	Text	The name of the ad you're viewing in reporting.
adset_id	Text	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	Text	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	Text	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	Text	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	Text	The unique ID number of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
campaign_name	Text	The name of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
canvas_avg_view_percent	Number	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	Number	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	Text	The total value of all conversions from your catalog segment attributed to your ads.
clicks	Number	The number of clicks on your ads.
conversion_rate_ranking	Text	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	Text	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	Text	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	Number	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	Number	The average cost for each outbound click.
cost_per_outbound_click_to_call_call_confirm	Number	Call Confirmation Clicks
cost_per_inline_link_click	Number	The average cost of each inline link click.
cost_per_inline_post_engagement	Number	The average cost of each inline post engagement.
cost_per_unique_click	Number	The average cost for each unique click (all). This metric is estimated.
cost_per_unique_inline_link_click	Number	The average cost of each unique inline link click. This metric is estimated.
cpc	Number	The average cost for each click (all).
cpm	Number	The average cost for 1,000 impressions.
cpp	Number	The average cost to reach 1,000 people. This metric is estimated.
ctr	Number	The percentage of times people saw your ad and performed a click (all).
date	Date	Date when the ad insight was created.
date_start	Text	The start date for your data. This is controlled by the date range you've selected for your reporting view.
date_stop	Text	The end date for your data. This is controlled by the date range you've selected for your reporting view.
engagement_rate_ranking	Text	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	Number	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	Number	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	Number	The average number of times each person saw your ad. This metric is estimated.
full_view_impressions	Number	The number of Full Views on your Page's posts as a result of your ad.
full_view_reach	Number	The number of people who performed a Full View on your Page's post as a result of your ad.
impressions	Number	The number of times your ads were on screen.
inline_link_click_ctr	Number	The percentage of time people saw your ads and performed an inline link click.
inline_link_clicks	Number	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	Number	The total number of actions that people take involving your ads. Inline post engagements use a fixed 1-day-click attribution window.
insert_id	Text	For Jepto use only
insight_type	Text	Can be one of (ad, campaign, adset, account)
instant_experience_outbound_clicks	Text	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	Number	The number of clicks on your ad that open an Instant Experience. This metric is in development.
instant_experience_clicks_to_start	Number	The number of times an interactive component in an Instant Experience starts. This metric is in development.
mobile_app_purchase_roas	Number	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	Text	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	Text	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	Text	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	Number	qualifying_question_qualify_answer_rate
quality_ranking	Text	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	Number	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	Number	The total amount you've spent so far for your ads showed with social information. (ex: Jane Doe likes this).
spend	Number	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	Text	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	Text	For Jepto use only
video_15_sec_watched_video_view	Number	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	Number	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	Number	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	Number	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.	Number	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	Number	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	Number	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	Number	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	Number	The number of times your video was played at 95% of its length, including plays that skipped to this point.
video_play_actions	Number	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	Text	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	Number	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	Number	The percentage of times people saw your ad and performed a link click.
website_ctr_link_click	Number	The percentage of times people saw your ad and performed a link click.
website_purchase_roas	Number	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

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Age and Gender table

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

Field	Type	Description
age	Text	The age range of the people you've reached.
gender	Text	Gender of people you've reached. People who don't list their gender are shown as 'not specified'.

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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

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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

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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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