Insights API Metrics Updates

Addendum - June 29, 2018

• store_visit has been renamed store_visit_actions
• cost_per_store_visit has been renamed cost_per_store_visit_actions

Addendum - June 18, 2018

Breakdown Deprecation

We will deprecate action_link_click_destination in July of 2018. See Marketing API Breaking Changes. These are breaking changes which impact all available versions of the API.

Updated Breakdowns

We will no longer support action_carousel_card_id and action_carousel_card_name breakdowns for conversion metrics and for any calculated metrics. You can still get actions:link_click and unique_actions:link_click metrics grouped by these carousel card breakdowns and can still get conversion metrics without these carousel card breakdowns. See Marketing API Breaking Changes. These are breaking changes which will impact all available versions of the API.

Insights API Updates, February 2018

We are announcing several changes we're making to the Insights API and Facebook ad user interfaces which provide more transparency and clarity. These updates include:

• Labeling metrics as Estimated - Facebook estimates some metrics using sampling or modeling. Estimated metrics can provide directional insights for outcomes that are hard to precisely quantify. They may evolve as we gather more data. See the list of Estimated Metrics or learn more at Ads Help Center, Estimated metrics.

• Labeling metrics as In Development - These metrics are still being tested and may change as we improve our methodologies. We encourage you to use it for directional guidance, but please use caution when using it for historical comparisons or strategic planning. See the list of In Development Metrics or learn more at Ads Help Center, In development metrics.

• Deprecating some metrics - We will deprecate some metrics which may result in your integration with our API to break if you do not migrate. We will deprecate these metrics in July of 2018.

Metrics may be both estimated and in development. We've specified which metrics are labeled at Insights API, Fields.

Estimated Metrics

Used for sampling or modeling. Estimated metrics can provide insights for outcomes that are hard to precisely quantify. They may evolve as we gather more data. See [Ads Help Center, Estimated metrics]

• cost_per_unique_action_type

• cost_per_unique_click

• cost_per_unique_inline_link_click

• cost_per_unique_outbound_click

• frequency

• reach

• relevance_score

• relevance_score:positive_feedback

• relevance_score:negative_feedback

• social_reach

• spend

• today_spend

• total_unique_actions

• unique_actions

• unique_clicks

• unique_ctr

• unique_inline_link_click_ctr

• unique_inline_link_clicks

• unique_link_clicks_ctr

• unique_outbound_clicks

• unique_outbound_clicks_ctr

• unique_social_clicks

• cpp

• store_visits

• cost_per_store_visit

• total_unique_actions

• estimated_ad_recallers

• estimated_ad_recall_rate

• cost_per_estimated_ad_recallers

UNIQUE_ACTIONS:

• app_custom_event_fb_mobile_achievement_unlocked
• app_custom_event_fb_mobile_activate_app
• app_custom_event_fb_mobile_add_payment_info
• app_custom_event_fb_mobile_add_to_cart
• app_custom_event_fb_mobile_add_to_wishlist
• app_custom_event_fb_mobile_complete_registration
• app_custom_event_fb_mobile_content_view
• app_custom_event_fb_mobile_initiated_checkout
• app_custom_event_fb_mobile_level_achieved
• app_custom_event_fb_mobile_purchase
• app_custom_event_fb_mobile_rate
• app_custom_event_fb_mobile_search
• app_custom_event_fb_mobile_spent_credits
• app_custom_event_fb_mobile_tutorial_completion
• link_click
• landing_page_view

COST_PER_UNIQUE_ACTION_TYPES:

• app_custom_event_fb_mobile_achievement_unlocked
• app_custom_event_fb_mobile_activate_app
• app_custom_event_fb_mobile_add_payment_info
• app_custom_event_fb_mobile_add_to_cart
• app_custom_event_fb_mobile_add_to_wishlist
• app_custom_event_fb_mobile_complete_registration
• app_custom_event_fb_mobile_content_view
• app_custom_event_fb_mobile_initiated_checkout
• app_custom_event_fb_mobile_level_achieved
• app_custom_event_fb_mobile_purchase
• app_custom_event_fb_mobile_rate
• app_custom_event_fb_mobile_search
• app_custom_event_fb_mobile_spent_credits
• app_custom_event_fb_mobile_tutorial_completion
• link_click
• landing_page_view

Metrics In Development

These metrics are still being tested and may change as we improve our methodologies. We encourage you to use it for directional guidance, but please use caution when using it for historical comparisons or strategic planning. See Ads Help Center, In development metrics.

• estimated_ad_recallers

• estimated_ad_recall_rate

• cost_per_estimated_ad_recallers

• landing_page_view

• cost_per_action_type:landing_page_view

• store_visits

• cost_per_store_visit

Metrics to be Deprecated

We will deprecate these metrics in July of 2018. See Graph API, Marketing API Breaking Changes. These are breaking changes which will impact all available versions of the API.

• actions:mention

• action_values:app_custom_event

• cost_per_action_type:mention

• actions:tab_view

• cost_per_action_type:tab_view

• canvas_avg_view_percentage_per_component:canvas_view

• call_to_action_clicks

• cost_per_total_action

• relevance_score:negative_feedback

• relevance_score:positive_feedback

• social_reach

• social_impressions

• social_clicks

• unique_social_clicks

• today_spend

• total_actions

• total_unique_actions