Conversion Specs
Conversion Specs
Conversion specs allow advertisers using Optimized CPM to optimize ad delivery for specific actions and also include those actions in conversion reports. To use conversion specs, your Ad group must have a bid_type of 6 or 7 and a bid_info that includes Actions (i.e. numerical code 55). For example, the following creates an adgroup optimized for page likes and mentions:
curl
-F "name=Test AdGroup"
-F "conversion_specs={'action.type':['like','mention'], 'page': 19292868552}"
-F "campaign_id=6005437661630"
-F "bid_type=7"
-F "bid_info={'1':'0','38':'0','44':'0','55':'1000'}"
-F "targeting={'countries':['US']}"
-F "creative={'type':27, 'object_id':374135362667307, 'auto_update':true}"
"https://graph.facebook.com/act_1234567/adgroups?access_token=___"
The response will be the id of the created Ad group.
Default Conversion Specs
The following conversion specs are applied by default for Page, App or Event Ad group that's using Optimized CPM and a bid_info that includes Actions (i.e. numerical code 55) when no other conversion spec is explicitly specified. Please see below for what actions are tracked, and what options are optimized for when used in conjunction with oCPM:
| Object | Tracked Actions | Description | Optimized for Actions | Description |
|---|---|---|---|---|
| (Canvas) App | {'action.type': 'app_engagement', 'application':[APPLICATION_ID]} | Number of times users engage stories (app_story) or engage with content via app_use, app_install, or credit_spent. |
{'action.type':'app_install', 'application':APPLICATION_ID} | Number of app installs |
| Event | {'action.type':'rsvp', 'event': [EVENT_ID]} | Number of RSVPs (yes and maybe) to an event. | {'action.type':'rsvp','response':['yes'], 'event': [EVENT_ID]} | Number of yes RSVPs (yes and maybe) to an event. |
| Offers or Offer Sponsored Stories | {'action.type':'receive_offer', 'offer':OFFER_ID, 'offer.creator':[PAGE_ID]} | Number of claims of an offer | {'action.type':'receive_offer', 'offer':OFFER_ID, 'offer.creator':[PAGE_ID]} | Number of claims of an offer |
| Offsite (type 1) ad with social context | {'action.type': 'page_engagement', 'page':[PAGE_ID]} | Number of times users generate stories (page_story) or engage with the connected page via link_click, photo_view, or video_play |
{'action.type':'link_click', 'object':'URL'} | Number of times users click ad's link |
| Page | {'action.type': 'page_engagement', 'page':[PAGE_ID]} | Number of times users generate stories (page_story) or engage with a page. Please see Available Conversion Specs below for all Page specs that are tracked. |
{'action.type': 'like', 'page':PAGE_ID} | Likes on a page |
| Page Post Link Ad | {'action.type': 'page_engagement', 'page':[PAGE_ID]} | Number of times users generate stories (page_story) or engage with a page. Please see Available Conversion Specs below for all Page specs that are tracked. |
{'action.type':'link_click', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of link clicks on the specific page post if there is only one link |
| Photo Page Post Link Ad | {'action.type': 'page_engagement', 'page':[PAGE_ID]} | Number of times users generate stories (page_story) or engage with a page. Please see Available Conversion Specs below for all Page specs that are tracked. |
{'action.type':'link_click', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of link clicks on the specific page post if there is only one link |
| Page Post Ads | {'action.type': 'page_engagement', 'page':[PAGE_ID]} | Number of times users generate stories (page_story) or engage with a page. Please see Available Conversion Specs below for all Page specs that are tracked. |
{'action.type':'post_engagement', 'post.wall':PAGE_ID} | Number of post engagements on the page |
| Mobile App | {'action.type': 'mobile_app_install', 'application':[APPLICATION_ID]} | Number of times users install the app through a mobile app install ad if there is an iOS/Android version | {'action.type':'mobile_app_install', 'application':APPLICATION_ID} | Number of times users install the app through a mobile app install ad |
Meta Specs
Meta Specs allow you to specify multiple types of actions on a single object using a single spec.
| Object | Conversion Spec | Description |
|---|---|---|
| Page | {'action.type':'page_story', 'page':[PAGE_ID]} | Number of times users perform any of the following actions in the context of the specified page: checkin, comment, follow, like, page post like, mention, post on page, share a post, claim an offer, answer a question. |
| Page | {'action.type':'page_engagement', 'page':[PAGE_ID]} | Same as (page_story) plus the number of times users perform any of the following actions in the context of the specified page: click link in a page post, view photo, play a video. |
| Page Post | {'action.type':'post_story', 'post':[POST_ID], 'page':[PAGE_ID]} | Number of times users perform any of the following actions in the context of the specified post: comment, follow question, like, share, claim offer, answer question. |
| Page Post | {'action.type':'post_engagement', 'post':[POST_ID], 'page':[PAGE_ID]} | Same as (post_story) plus the number of times users perform any of the following actions: click link, view photo, play video |
| Application | {'action.type':'app_story', 'application':[APPLICATION_ID]} | Number of times users generate stories about an app via app_use |
| Application | {'action.type':'app_engagement', 'application':[APPLICATION_ID]} | Number of times users generate stories (app_story) or engage with content via app_use, app_install, credit_spent. |
Available Conversion Specs
| Object | Conversion Spec | Description |
|---|---|---|
| App | {'action.type':'app_install','application':APPLICATION_ID} | Number of app installs |
| App | {'action.type':'app_use','application':APPLICATION_ID} | Number of app uses |
| App | {'action.type':'credit_spent','application':APPLICATION_ID} | Credits spent in an app |
| Conversions on websites | {'action.type':'offsite_conversion', 'offsite_pixel': CONVERSION_EVENT_ID} | Number of conversions on a website, and accumulated revenue |
| Object | {'action.type':'comment', 'post.object':OBJECT_ID, 'post.object.wall':PAGE_ID} | Comments on all re-shares of a specific object |
| Object | {'action.type':'like', 'post.object':OBJECT_ID, 'post.object.wall':PAGE_ID} | Likes on all re-shares of a specific object |
| Object | {'action.type':'post', 'post.object':OBJECT_ID, 'post.object.wall':PAGE_ID} | Re-share of particular object |
| Offer | {'action.type':'receive_offer', 'offer':OFFER_ID, 'offer.creator':PAGE_ID} | Number of people who claimed a specific offer from the page |
| Page | {'action.type':'like', 'page':PAGE_ID} | Number of likes of a page |
| Page | {'action.type':'comment', 'post.object.wall':PAGE_ID} | Comments of all re-shares of objects posted on a specific page |
| Page | {'action.type':'like', 'post.object.wall':PAGE_ID} | Likes of all re-shares of objects posted on a specific page |
| Page | {'action.type':'mention', 'page':PAGE_ID} | Number of mentions of a page |
| Page | {'action.type':'checkin', 'page':PAGE_ID} | Number of checkins to a place |
| Page | {'action.type':'checkin', 'page.parent':PAGE_ID} | Number of checkins into any child places of this page |
| Page | {'action.type':'post', 'post.wall':PAGE_ID} | Number of users post on a page wall |
| Page | {'action.type':'vote', 'question':QUESTION_ID, 'question.creator':PAGE_ID} | Number of answers to a question |
| Page | {'action.type':'follow', 'question':QUESTION_ID, 'question.creator':PAGE_ID} | Number of follows to a question |
| Page | {'action.type':'like', 'post.wall':PAGE_ID} | Likes at a page level |
| Page | {'action.type':'comment', 'post.wall':PAGE_ID} | Comments at a page level |
| Page | {'action.type':'post', 'post.object.wall':PAGE_ID} | Re-shares of all objects originally posted on a specific page |
| Page | {'action.type':'comment', 'post.object.wall':PAGE_ID} | Comments of all re-shares of objects posted on a specific page |
| Page | {'action.type':'like', 'post.object.wall':PAGE_ID} | Likes of all re-shares of objects posted on a specific page |
| Page | {"action.type":"tab_view", "page":PAGE_ID} | All tab views of a page |
| Page | {'action.type':'photo_view', 'post.wall':PAGE_ID} | Number of photo views of the photos of the page |
| Page | {'action.type':'video_play', 'post.wall':PAGE_ID} | Number of video plays of the videos of the page |
| Page | {'action.type':'link_click', 'post.wall':PAGE_ID} | Number of link clicks of the links of the page |
| Page | {'action.type':'receive_offer', 'offer.creator':PAGE_ID} | Number of user who claimed any offer from the page |
| Page Post | {'action.type':'video_play', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of video plays of the specific page post |
| Page Post | {'action.type':'post_engagement', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of engagements on a specific page post |
| Page Post | {'action.type':'comment', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of comments on a specific page post |
| Page Post | {'action.type':'photo_view', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of photo views of the specific page post |
| Page Post | {'action.type':'link_click', 'post':POST_ID, 'post.wall':PAGE_ID} | Number of link of the specific page post |
| Page Tab | {"action.type":"tab_view", "page.tab.name":"PAGE_TAB_NAME", "page":PAGE_ID} | Number of views of a specific page tab |
Conversion specs for Custom Open Graph Actions
Both global and custom open graph actions (watch, listen, and read) and custom open graph actions can be used as conversion specs. For example, you can use the following conversion spec to specify the number of additional listens that resulted from viewing an ad.
{'action.type': 'music.listens', 'application': 12398755}
Where 12398755 is the ID of the application generating the music.listens actions.
To learn about specifying Open Graph actions in conversion specs, please see Defining Action Spec
Conversion specs for conversion pixels
You can optimize your ad delivery based on conversion pixels. It will use the number of times the conversion pixel was fired as a metric for the optimization.
{'action.type':'offsite_conversion', 'offsite_pixel': CONVERSION_PIXEL_ID}
You can use the field bid_info to specify your bid for the maximum cost per action. In this case, the bid is set for 1 day click conversions even though reporting will be available for 1, 7 and 28 days for clicks as well as view through conversions. Check the Optimized CPM docs for more information about how to use our API to use optimized CPM.
Conversion Stats
When using conversion spec, the ad system automatically tracks the events listed above under Default Conversion Specs. You can retrieve statistics about those events using conversion stats
Updated about a week ago