Meta Ads
Metrics & Dimensions List
Updated: 2026-08-01
Important
Insights tables
All insights tables share the same metrics. What changes is the level you report at, and
each level adds its own dimensions on top of the previous one:
account → campaign → adset → ad.
meta_ads__{level}_{breakdowns}_dailymeta_ads__{level}_{breakdowns}_weeklymeta_ads__{level}_{breakdowns}_monthlymeta_ads__{level}_{breakdowns}_lifetime
Available levels: account, campaign, adset, ad
Available breakdowns: age+gender, age, gender, country, region, country+region, publisher_platform
The granularity does not change the columns, only the period each row covers. The
lifetime tables carry date_start and date_stop instead of date.
Choose the Right Time Granularity for Your Data
Creative
meta_ads__ad_creative describes the creative attached to each ad. It is only available at the ad level.
Custom conversions
One table per connection and account, holding the custom conversions you defined in Meta:
meta_ads__{level}_{breakdowns}_custom_conversions_daily___{account_id}
Its columns depend on your own setup: one actions__custom__{name} column and one
action_values__custom__{name} column per custom conversion, so this table differs from one
account to the next.
Insights Table
The ID of the advertising account.
The name of the advertising account.
Currency that is used by your ad account.
The unique ID of the ad that you're viewing in reporting.
Name of the ad.
The date and time the ad was created.
The date and time the ad was last updated.
The effective status of the ad. The status could be effective either because of its own status, or the status of its parent units. (e.g., ACTIVE, PAUSED, DELETED).
The type of bidding used for the ad.
The amount bid for the ad.
ID of the source Ad, if applicable.
Indicates the app used for the most recent update of the ad.
A link that enables users to preview ads in different placements.
ID for the Ad Set.
Name of the ad set.
The daily budget of the set defined in your account currency.
The lifetime budget of the set defined in your account currency.
Time when this Ad Set was created.
Time when the Ad Set was updated.
Start time, in UTC UNIX timestamp.
End time, in UTC UNIX timestamp.
The effective status of the adset. The status could be effective either because of its own status, or the status of its parent campaign.
The optimization goal this ad set is using.
Bid cap or target cost for this ad set. The bid cap used in a lowest cost bid strategy is defined as the maximum bid you want to pay for a result based on your optimization goal.
The billing event for this ad set.
The source ad set id that this ad set was copied from (if applicable).
Campaign's ID.
Name for this campaign.
The daily budget of the campaign.
The lifetime budget of the campaign.
Created Time.
Updated Time. If you update spend_cap or daily budget or lifetime budget, this will not automatically update this field.
Merging of start_times for the ad sets belonging to this campaign. At the campaign level, start_time is a read only field. You can setup start_time at the ad set level.
Merging of stop_times for the ad sets belonging to this campaign, if available. At the campaign level, stop_time is a read only field. You can setup stop_time at the ad set level.
The effective status of the campaign (e.g., ACTIVE, PAUSED, DELETED).
Campaign's objective.
Buying type. Possible values are AUCTION (default) and RESERVED (for reach and frequency ads).
The source campaign id that this campaign is copied from.
The default attribution window to be used when the attribution result is calculated. Each ad set has its own attribution setting value. The attribution setting for a campaign or an account is calculated based on existing ad sets.
First day of the period the row covers.
Last day of the period the row covers.
Ad's expected conversion rate compared with ads that had the same optimisation goal and competed for the same audience.
Ad's expected engagement rate compared with ads competing for the same audience.
Ad's perceived quality compared with ads competing for the same audience.
The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.
The total amount you've spent so far for your ads showed with social information (ex: Jane Doe likes this).
The number of clicks on your ads.
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.
The number of clicks on links that take Accounts Center accounts off Facebook-owned properties.
The number of times your ads were on screen.
The number of Full Views on your Page's posts as a result of your ad.
The total number of actions that Accounts Center accounts take involving your ads. Inline post engagements use a fixed 1-day-click attribution window.
The number of Accounts Center accounts that saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same Accounts Center accounts. This metric is estimated.
The number of Accounts Center accounts that performed a Full View on your Page's post as a result of your ad.
The number of people who performed a click (all). This metric is estimated.
The number of people who performed an inline link click.
The number of people who performed an outbound click.
The average number of times each person saw your ad. This metric is estimated.
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.
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.
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.
The number of clicks on your ad that open an Instant Experience. This metric is in development.
The number of times an interactive component in an Instant Experience starts. This metric is in development.
The number of clicks on links in an Instant Experience that take people off Facebook-owned properties. This metric is in development.
The total value of all 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 conversion values.
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.
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.
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.
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 Objective.
The number of times your video starts to play. This is counted for each impression of a video, and excludes replays.
The number of times a video was watched for at least 3 seconds.
The number of times your video was played for two continuous seconds or more. Two-second continuous video plays will have at least 50% of the video pixels in view.
The number of times a video was watched for at least 15 seconds.
The number of times your video was watched for an aggregate of at least 30 seconds, or for nearly its total length, whichever happened first.
The number of times your video was played at 25% of its length, including plays that skipped to this point.
The number of times your video was played at 50% of its length, including plays that skipped to this point.
The number of times your video was played at 75% of its length, including plays that skipped to this point.
The number of times your video was played at 95% of its length, including plays that skipped to this point.
The number of times your video was played at 100% of its length, including plays that skipped to this point.
The average time a video was played, including any time spent replaying the video for a single impression.
The number of people who watched a video for at least 3 seconds.
The number of people who watched a video for at least 2 continuous seconds.
The number of people who watched a video for at least 15 seconds.
The number of times mobile app achievements were unlocked.
The number of times the mobile app was started.
The number of times payment details were added in the mobile app.
The number of times items were added to a cart in the mobile app.
The number of times items were added to a wishlist in the mobile app.
The number of times registrations were completed in the mobile app.
The number of times content was viewed in the mobile app.
The number of times checkouts were initiated in the mobile app.
The number of times levels were achieved in the mobile app.
The number of purchases made in the mobile app.
The number of times the mobile app was rated.
The number of searches performed in the mobile app.
The number of times credits were spent in the mobile app.
The number of times tutorials were completed in the mobile app.
The number of other actions performed in the mobile app.
The number of app installs.
The number of times the app was used.
The number of check-ins.
The number of post comments.
The number of credit spends.
The number of game plays.
The number of landing page views.
The number of page likes.
The number of link clicks.
The number of mobile app installs.
The number of times payment information was added via the Facebook pixel.
The number of times products were added to cart via the Facebook pixel.
The number of times products were added to wishlist via the Facebook pixel.
The number of completed registrations via the Facebook pixel.
The number of custom conversions defined by the advertiser via the Facebook pixel.
The number of initiated checkouts via the Facebook pixel.
The number of leads generated via the Facebook pixel.
The number of purchases made via the Facebook pixel.
The number of searches made via the Facebook pixel.
The number of content views via the Facebook pixel.
The number of completed on-Facebook workflows.
The number of blocked messaging conversations on Facebook.
The number of messaging conversations started on Facebook in the last 7 days.
The number of new messaging conversations started on Facebook.
The number of messaging subscriptions on Facebook.
The number of times posts were saved on Facebook.
The number of purchases made on Facebook.
The number of outbound clicks.
The number of page photo views.
The number of post shares.
The number of post reactions.
Number of RSVPs to events.
Total number of contacts across all platforms.
Number of contacts made through the website.
Number of contacts made through the mobile app.
Number of offline contacts.
Total number of product customizations.
Number of product customizations on the website.
Number of product customizations on the mobile app.
Number of offline product customizations.
Total number of donations.
Number of donations through the website.
Number of donations made on Facebook.
Number of donations through the mobile app.
Number of offline donations.
Total number of location searches.
Number of location searches on the website.
Number of location searches on the mobile app.
Number of offline location searches.
Total number of appointments scheduled.
Number of appointments scheduled through the website.
Number of appointments scheduled through the mobile app.
Number of offline appointments scheduled.
Total number of trials started.
Number of trials started on the website.
Number of trials started on the mobile app.
Number of offline trials started.
Total number of applications submitted.
Number of applications submitted through the website.
Number of applications submitted through the mobile app.
Number of offline applications submitted.
Number of applications submitted through Facebook.
Total number of subscriptions.
Number of subscriptions through the website.
Number of subscriptions through the mobile app.
Number of offline subscriptions.
Total number of recurring subscription payments.
Number of recurring subscription payments through the website.
Number of recurring subscription payments through the mobile app.
Number of offline recurring subscription payments.
Total number of canceled subscriptions.
Number of canceled subscriptions through the website.
Number of canceled subscriptions through the mobile app.
Number of offline canceled subscriptions.
The number of clicks on ads within a mobile app.
The number of times ads were displayed within a mobile app.
Estimated number of call confirmation clicks. This signifies someone clicking to confirm initiating a call.
Number of calls placed via click-to-call.
Number of calls placed via click-to-call that lasted for at least 20 seconds.
Number of calls placed via click-to-call that lasted for at least 60 seconds.
Number of actions people take involving your Page or content on it.
Number of actions people take involving your posts or content on them.
The total number of leads generated on Facebook, including those from Messenger and Instant Forms.
The total number of leads from both on-Facebook and off-Facebook sources.
The number of on-Facebook leads specifically coming from Messenger and Instant Forms.
Total app installs across all platforms.
Total purchases across platforms (on and off Facebook).
Total "add to cart" events across platforms.
Total completed registrations across platforms.
Total content views across platforms.
Total searches across platforms.
Total initiated checkouts across platforms.
Total achievements unlocked across platforms.
Total app activations across platforms.
Total levels achieved across platforms.
Total ratings submitted across platforms.
Total credits spent across platforms.
Total tutorials completed across platforms.
Total custom events across platforms.
Total value associated with adding payment info via Facebook pixel.
Total value associated with adding items to cart via Facebook pixel.
Total value associated with adding to wishlist via Facebook pixel.
Total value associated with completing registration via Facebook pixel.
Total value associated with custom conversions via Facebook pixel.
Total value associated with initiating checkout via Facebook pixel.
Total value associated with leads generated via Facebook pixel.
Total value associated with purchases via Facebook pixel.
Total value associated with searches via Facebook pixel.
Total value associated with content views via Facebook pixel.
Total value attributed to game plays.
Total value attributed to mobile app achievements unlocked.
Total value attributed to mobile app activations.
Total value attributed to adding payment info in mobile app.
Total value attributed to adding to cart in mobile app.
Total value attributed to adding to wishlist in mobile app.
Total value attributed to completing registration in mobile app.
Total value attributed to content views in mobile app.
Total value attributed to initiating checkout in mobile app.
Total value attributed to achieving levels in mobile app.
Total value attributed to purchases in mobile app.
Total value attributed to rating the mobile app.
Total value attributed to searches in mobile app.
Total value attributed to spending credits in mobile app.
Total value attributed to completing tutorials in mobile app.
Total value attributed to other actions in mobile app.
Total value attributed to app installs.
Total value attributed to app usage.
Total value attributed to mobile app installs.
Total value attributed to all contact methods.
Value attributed to contacts made through the website.
Value attributed to contacts made through the mobile app.
Value attributed to offline contacts.
Total value attributed to product customizations across all methods.
Value attributed to product customizations on the website.
Value attributed to product customizations on the mobile app.
Value attributed to offline product customizations.
Total value of donations across all methods.
Value of donations made through the website.
Value of donations made on Facebook.
Value of donations made through the mobile app.
Value of offline donations.
Total value attributed to finding a location across all methods.
Value attributed to location searches on the website.
Value attributed to location searches on the mobile app.
Value attributed to offline location searches.
Total value attributed to scheduled appointments across all methods.
Value attributed to scheduling appointments on the website.
Value attributed to scheduling appointments on the mobile app.
Value attributed to scheduling appointments offline.
Total value attributed to starting trials across all methods.
Value attributed to starting trials on the website.
Value attributed to starting trials on the mobile app.
Value attributed to starting trials offline.
Total value attributed to submitting applications across all methods.
Value attributed to submitting applications on the website.
Value attributed to submitting applications on the mobile app.
Value attributed to submitting applications offline.
Value attributed to submitting applications on Facebook.
Total value attributed to subscriptions across all methods.
Value attributed to subscribing on the website.
Value attributed to subscribing on the mobile app.
Value attributed to offline subscriptions.
Total value attributed to recurring subscription payments across all methods.
Value attributed to recurring subscription payments on the website.
Value attributed to recurring subscription payments on the mobile app.
Value attributed to offline recurring subscription payments.
Total value attributed to canceled subscriptions across all methods.
Value attributed to canceling subscriptions on the website.
Value attributed to canceling subscriptions on the mobile app.
Value attributed to canceling subscriptions offline.
Total value attributed to clicks on in-app ads.
Total value attributed to impressions of in-app ads.
Total value associated with app installs across all platforms.
Total value associated with purchases across all platforms.
Total value associated with adding to cart across all platforms.
Total value associated with completing registrations across all platforms.
Total value associated with content views across all platforms.
Total value associated with searches across all platforms.
Total value associated with initiated checkouts across all platforms.
Total value associated with achievements unlocked across all platforms.
Total value associated with activating the app across all platforms.
Total value associated with levels achieved across all platforms.
Total value associated with ratings submitted across all platforms.
Total value associated with credits spent across all platforms.
Total value associated with tutorials completed across all platforms.
Total value associated with custom events across all platforms.
Number of people who unlocked achievements in the mobile app.
Number of people who activated/opened the mobile app.
Number of people who added payment info in the mobile app.
Number of people who added items to their cart in the mobile app.
Number of people who added items to a wishlist in the mobile app.
Number of people who completed registration in the mobile app.
Number of people who viewed content in the mobile app.
Number of people who initiated checkout in the mobile app.
Number of people who achieved a level in the mobile app.
Number of people who made a purchase in the mobile app.
Number of people who rated the mobile app.
Number of people who performed a search in the mobile app.
Number of people who spent credits in the mobile app.
Number of people who completed a tutorial in the mobile app.
Number of people who triggered other custom events in the mobile app.
Number of people who installed the app.
Number of people who used the app.
Number of people who checked in.
Number of people who commented.
Number of people who spent credits.
Number of people who played the game.
Number of people who viewed the landing page.
Number of people who liked the page or post.
Number of people who clicked on a link.
Number of people who installed the mobile app.
Number of people who added payment information on the website.
Number of people who added items to their cart on the website.
Number of people who added items to a wishlist on the website.
Number of people who completed registration on the website.
Number of people who triggered a custom conversion event on the website.
Number of people who initiated checkout on the website.
Number of people who submitted a lead form on the website.
Number of people who made a purchase on the website.
Number of people who performed a search on the website.
Number of people who viewed content on the website.
Number of people who completed a lead form flow on Facebook.
Number of people who blocked messaging conversations.
Number of people who started a messaging conversation in the last 7 days.
Number of people who sent their first reply in a messaging conversation.
Number of people who subscribed to messaging updates.
Number of people who saved a post.
Number of people who made a purchase on Facebook.
Number of people who clicked on a link leading outside of Facebook.
Number of people who viewed a photo.
Number of people who shared a post.
Number of people who reacted to a post.
Number of people who responded to an event.
Number of people who viewed a video for at least 3 seconds.
URL of the image for the creative.
URL of the thumbnail image.
The main text content of the ad.
Title of the ad.
The date for which the metrics are reported.
Creative Table
The ID of the advertising account.
The name of the advertising account.
The unique ID of the ad that you're viewing in reporting.
Unique ID for an ad creative.
The ID of the Page or User who owns the ad creative.
Defines the action taken when a user clicks an ad but doesn't have the app installed.
Specifies an asset feed for Dynamic Creative.
Specifies whether the ad is labeled as political.
The main text content of the ad.
Data related to branded content ads.
The ID of the Dynamic Ad's bundle folder.
The type of call-to-action button.
The categorization field for Dynamic Category Ads.
The rendering mode for Dynamic Category Ads.
Image bank ID for CPAS local delivery.
Specifies the allowed transformations for the creative.
The ID of the Product Set for a Destination Catalog.
Controls the voice of the ad for Store Traffic Objective in Dynamic Ads.
System-determined political ad status.
The ID of the Instagram post used in the ad.
The ID of the Instagram Story used in the ad.
The ID of the Page post used in the ad.
Whether Direct Install is enabled.
The ID of the sponsor page for Facebook Branded Content.
Crop dimensions for the ad image.
Image hash for the ad creative.
URL of the image for the creative.
The Instagram account ID used for running ads.
ID of the sponsor for Instagram Branded Content.
URL of the Instagram post to use as an ad.
The ID of the Instagram Story to use as an ad (deprecated).
The ID of the Instagram user.
Overrides the display URL for link ads.
The Open Graph ID for the link.
URL of the landing page for the ad.
Name of the ad creative.
ID of the Facebook object being promoted.
ITunes or Google Play URL for app ads.
ID of a Facebook Page post used in the ad.
Type of Facebook object being advertised.
URL that opens when the ad is clicked.
Welcome message for Click-to-Messenger ads.
ID of the source story for photo album ads.
ID of the page set for the creative.
The ID of the playable asset.
Rendering customizations for portrait mode ads.
ID of the product set for Dynamic Ads.
Settings for product recommendations in Dynamic Ads.
ID of the Referral Ad Configuration.
ID of the Instagram post for creating ads.
The status of the creative.
URL of the template for Dynamic Ads with third-party click tracking.
ID of the thumbnail image.
URL of the thumbnail image.
Title of the ad.
Query Text parameters appended to URLs clicked from certain ad types.
Whether to display the Facebook Page associated with app ads.
Facebook object ID for the video in the ad creative.