Marketing API

Estimated and In-Development Insights Metrics

The Insights API can return several metrics which are estimated or in-development. In some cases a metric may be both estimated and in-development. This means:

  • 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. Learn more at Ads Help Center, Estimated metrics.

  • In Development - We now label metrics which are 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. Learn more at Ads Help Center, In development metrics.

You can use many of these metrics with Ads Rules Engine to automate actions on your ads based on reported results.

Estimated Metrics

  • conversion_rate_ranking

  • cost_per_unique_action_type

  • cost_per_unique_click

  • cost_per_unique_inline_link_click

  • cost_per_unique_outbound_click

  • engagement_rate_ranking

  • frequency

  • quality_ranking

  • reach

  • relevance_score

  • 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_visit_actions

  • cost_per_store_visit_actions

  • 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_activate_app - Deprecated in v3.2
  • link_click
  • landing_page_view

Collaborative Ads

The following metrics are related to Collaborative Ads:

MetricDescription

catalog_segment_value

Value from conversion events, including a breakdown of purchases, add-to-carts and view products for the catalog segment at each ad object level.

catalog_segment_value_omni_purchase_roas

Total return on ad spend (ROAS) from purchases of items shared between Brand and Retailer. This number is based on information received from one or more Retailer' connected Facebook Business Tools. The amount is attributed to your ads.

catalog_segment_value_website_purchase_roas

Total return on ad spend (ROAS) from website purchases of items shared between Brand and Retailer. This number is based on information received from one or more Retailers' connected Facebook Business Tools. The amount is attributed to your ads.

catalog_segment_value_mobile_purchase_roas

The total return on ad spend (ROAS) from mobile app purchases of items shared between Brand and Retailer. This number is based on information received from one or more Retailers' connected Facebook Business Tools. The amount is attributed to your ads.

catalog_segment_actions

Similar to catalog_segment_value, when using this metric a breakdown of actions is given for the catalog segment at each ad object level.

converted_product_value

Value of conversions driven by your ads for a given product ID. This number is recorded by your Retailer partner's Pixel or App SDK.


The API only returns Product IDs —see /{product-item-id} for information. If you want to get brand names as well, please use Ads Manager.

converted_product_quantity

Quantity of conversions driven by your ads for a given product ID. This number is recorded by your Retailer partner's Pixel or App SDK.


The API only returns Product IDs —see /{product-item-id} for information. If you want to get brand names as well, please use Ads Manager.

In-Development Metrics

  • /{business-video-id}/insights/impressions

  • /{business-video-id}/insights/inline_link_clicks

  • /{business-video-id}/insights/video_play_actions

  • /{business-image-id}/impressions

  • /{business-image-id}/inline_link_clicks

  • /{business-image-id}/video_play_actions

  • 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