Meta Ads Standard Report

Refers to the analytics and data provided by Meta (formerly Facebook) regarding the performance and effectiveness of advertisements created and managed through their advertising platform, Meta Ads. These insights may include metrics such as reach, impressions, clicks, conversions, demographics of the audience reached, and more, helping advertisers to understand the impact of their ad campaigns and make informed decisions for optimization and future strategies.

Fields included in this report

Field	Definition
Account Account ID	Secondary identifier of the advertising account.
Account Account Status	Status of the advertising account (active, inactive, etc.).
Account Amount Spent	Total amount spent on the advertising account.
Account Balance	Remaining balance in the advertising account.
Account Created Time	Date and time of creation of the advertising account.
Account Currency	This is the currency associated with your ad platform account.
Account End Advertiser	Identifier of the end advertiser associated with the advertising account.
Account End Advertiser Name	Name of the end advertiser associated with the advertising account.
Account ID	The ID number of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.
Account Name	The name of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.
Action Values	The total value of all conversions attributed to your ads.
Actions	The total number of actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions.
Ad ID	The unique ID of the ad you're viewing in reporting.
Ad Name	The name of the ad you're viewing in reporting.
Adset Id	The unique ID of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
Adset Name	The name of the ad set you're viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
Attribution Setting	The default attribution window to be used when attribution result is calculated. Each ad set has its own attribution setting value. The attribution setting for campaign or account is calculated based on existing ad sets.
CPC (cost per click)	The average cost for each click (all).
CPM (cost per thousand impressions)	The average cost for 1,000 impressions.
CPP (cost per purchase)	The average cost to reach 1,000 people. This metric is estimated.
CTR (click-through rate)	The percentage of times people saw your ad and performed a click (all).
Campaign ID	The unique ID number of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
Campaign Name	The name of the ad campaign you're viewing in reporting. Your campaign contains ad sets and ads.
Canvas Avg View Percent	The average percentage of the Instant Experience that people saw. An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including video, images product catalog and more.
Canvas Avg View Time	The average total time, in seconds, that people spent viewing an Instant Experience. An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including video, images product catalog and more.
Catalog Segment Value	The total value of all conversions from your catalog segment attributed to your ads.
Clicks	The number of clicks on your ads.
Conversion Rate Ranking	Conversion rate ranking.
Conversion Values	Conversion values generated by the ads.
Conversions	Total number of conversions attributed to the ads.
Cost Per Action Type	The average cost of a relevant action.
Cost Per Conversion	Average cost per conversion.
Cost Per Inline Link Click	Average cost per inline link click.
Cost Per Inline Post Engagement	Average cost per inline post engagement.
Cost Per Outbound Click	Average cost per outbound click.
Cost Per Thruplay	Average cost per ThruPlay (complete video view).
Cost Per Unique Action Type	Average cost per unique action type.
Cost Per Unique Click	Average cost per unique click.
Cost Per Unique Inline Link Click	Average cost per unique inline link click.
Cost Per Unique Outbound Click	Average cost per unique outbound click.
Country	Country of origin of the data.
Date	Date of the data.
Dda Results	Dynamic Ads for Mobile results.
Engagement Rate Ranking	Engagement rate ranking.
Frequency	The average number of times each person saw your ad. This metric is estimated.
Full View Impressions	The number of Full Views on your Page's posts as a result of your ad.
Full View Reach	The number of people who performed a Full View on your Page's post as a result of your ad.
Impressions	Total number of ad impressions.
Inline Link Click Ctr	The percentage of time people saw your ads and performed an inline link click.
Inline Link Clicks	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.
Inline Post Engagement	The total number of actions that people take involving your ads. Inline post engagements use a fixed 1-day-click attribution window.
Instant Experience Clicks To Open	Clicks to open Instant Experience.
Instant Experience Clicks To Start	Clicks to start Instant Experience.
Instant Experience Outbound Clicks	Outbound clicks from Instant Experience.
Mobile App Purchase Roas	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.
Objective	The objective reflecting the goal you want to achieve with your advertising. It may be different from the selected objective of the campaign in some cases.
Optimization Goal	The optimization goal you selected for your ad or ad set. Your optimization goal reflects what you want to optimize for the ads.
Outbound Clicks	The number of clicks on links that take people off Facebook-owned properties.
Outbound Clicks Ctr	The percentage of times people saw your ad and performed an outbound click.
Purchase Roas	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.
Qualifying Question Qualify Answer Rate	Qualifying question qualify answer rate.
Quality Ranking	Quality ranking.
Reach	The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This metric is estimated.
STRINGActions	The total number of actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions.
Social Spend	The total amount you've spent so far for your ads showed with social information. (ex: Jane Doe likes this)
Spend	The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated.
Video Avg Time Watched Actions	The average time a video was played, including any time spent replaying the video for a single impression.
Video P100 Watched Actions	The number of times your video was played at 100% of its length, including plays that skipped to this point.
Video P25 Watched Actions	The number of times your video was played at 25% of its length, including plays that skipped to this point.
Video P50 Watched Actions	The number of times your video was played at 50% of its length, including plays that skipped to this point.
Video P75 Watched Actions	The number of times your video was played at 75% of its length, including plays that skipped to this point.
Video P95 Watched Actions	The number of times your video was played at 95% of its length, including plays that skipped to this point.
Video Play Actions	The number of times your video starts to play. This is counted for each impression of a video, and excludes replays. This metric is in development.
Video30 Sec Watched Actions	The number of times your video played for at least 30 seconds, or for nearly its total length if it's shorter than 30 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.
Website Ctr	The percentage of times people saw your ad and performed a link click.
Website Purchase Roas	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.