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:

  • catalog_segment_value: Value from aggregated conversion events, including purchases, add-to-carts and view products for the catalog segment at each ad object level. This is under limited availability. Talk to your Facebook representative for more information.

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

  • catalog_segment_actions: Similar to catalog_segment_value, but this metric aggregates actions for the catalog segment at each ad object level. This is under limited availability. Talk to your Facebook representative for more information.

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

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

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