Updates on the Facebook Ads data source, including new metrics, dimensions, and other features.
March 2025
2025-03-14
The following dimension has been added:
Bid strategy
February 2025
2025-02-18
New metrics have been added:
2-second continuous video plays
Cost per 2-second continuous video play
December 2024
2024-12-11
The following dimensions have been added:
Page ID
Page name
November 2024
2024-11-06
The following fields have been added:
Estimated call confirmation clicks
Messaging subscription
Messenger calls placed
20-second Messenger calls
60-second Messenger calls
Cost per messaging conversations started
October 2024
2024-10-15
The following metric has been added:
Omni content view conversion value (shared item)
April 2024
2024-04-04
The following dimension has been added:
Audience type
March 2024
2024-03-26
The following fields have been deprecated:
Estimated ad recall lift (upper bound)
Estimated ad recall lift (lower bound)
January 2024
2024-01-04
New dimension added:
Ad set optimization goal
December 2023
2023-12-12
Updated data source to Graph API v17.
The following field has been deprecated:
Ad preview URL
October 2022
2022-10-28
Updated data source to Marketing Graph API v15.
July 2022
2022-07-13
New field added:
Unique CTR
June 2022
2022-06-29
Updated data source to Facebook Graph API v14.0.
March 2022
2022-03-22
Added "Mixed" option to Report time of action stats setting. This can fix discrepancies with mixed onsite and offsite conversions.
January 2022
2022-01-25
The timezone optional setting was deprecated and the user interface element "Select timezone:" has been removed.
2022-01-11
Updated data source to Marketing Graph API v12.
New dynamic video ad dimensions added:
Video asset name
Video asset video ID
Video asset ID
Video asset URL
Video asset thumbnail URL
December 2021
2021-12-21
New dynamic video ads dimensions added:
Video asset name
Video asset video ID
Video asset ID
Video asset URL
Video asset thumbnail URL
2021-12-07
New conversion metrics added:
On-Facebook view content
Phone number clicks
Get directions clicks
Cost per on-Facebook view content
Cost per on-Facebook phone number click
Cost per on-Facebook get directions click
August 2021
2021-08-24
Updated data source to Marketing Graph API v11.
June 2021
2021-06-02
Field description fixed for "Description asset text" dimension.
Country names should now be normalized to match other data sources.
New fields added to support tags:
Campaign tags
Ad set tags
Ad tags
2021-06-09
Updated data source to Marketing Graph API v10.
Removed "Use account attribution window setting" UI element and support for the setting. It has been deprecated by Facebook as part of the April 26th changes for iOS 14, so it has been removed from our data source.
May 2021
2021-05-06
The following setting defaults have been changed to align with Facebook's updates around iOS 14/ATT changes:
Conversion window: was '7 d click + 1 d view', is now '7 d view'
Report time of action stats: was 'On impression date', is not 'On conversion date'
The following fields have been added:
Cost per unique video view
Cost per unique link click
Term (utm)
Source (utm)
Medium (utm)
Content (utm)
Campaign (utm)
April 2021
2021-04-13
We have updated the connectors to use Marketing Graph API 9.0.
2021-04-15
The following fields have been marked as deprecated and will stop returning data as of May 1st:
Store visits point estimate
Cost per store visit
2021-04-27
The following field has been renamed slightly to fix a typo:
Video play curve actions second: 15_20 => Video play curve actions second: 15-20
2021-04-29
The following field has been marked deprecated as was removed by Facebook some time ago and already returns no value. Please remove it from your reporting:
Unique leads (form)
March 2021
2021-03-09:
The "Country" field now produces the country name.
The original "Country" field has been renamed to "Country code".
2021-03-17 -
New fields added:
Ad creative image
Promoted post thumbnail
Carousel card image
Feb. 2021
2021-02-02
New setting "Use account attribution setting" has been added to switch the attribution behavior to the account setting, rather than the default unified attribution settings.
New fields added:
Attribution setting
Is Campaign using SKAdNetwork
2021-02-09
Default attribution setting has been updated in drop-down to "7 d click + 1 d view" to reflect the new window. "28 d click + 1 d view" has been added as a normal option, as it is no longer the default.
New fields added to breakdown the "Ad set targeting" data into easier to use chunks:
Targeting maximum age
Targeting minimum age
Targeting country location
Targeting country groups
Targeting location type
2021-02-25
Support added for Collaborative Ads. The following fields have been added to work with those:
Omni adds to cart (shared item)
Mobile app adds to cart (shared item)
Website adds to cart (shared item)
Omni content view (shared item)
Mobile apps content view (shared item)
Website content view (shared item)
Omni purchase (shared item)
Mobile apps purchase (shared item)
Website purchase (shared item)
On-Facebook purchase (shared item)
Omni adds to cart conversion value (shared item)
Mobile apps adds to cart conversion value (shared item)
Website adds to cart conversion value (shared item)
Omni purchase conversion value (shared item)
Mobile apps purchase conversion value (shared item)
Website purchase conversion value (shared item)
Omni purchase ROAS (shared item)
Website purchase ROAS (shared item)
Mobile app purchase ROAS (shared item)
Jan. 2021
2021-01-12
New dimensions added to support "Carousel Ads" type creatives.
Carousel card ID
Action carousel card name
Carousel card description
Carousel card call to action type
Carousel card target URL
Carousel card image URL
2021-01-19:
We have updated the connectors to use Marketing Graph API v8.0.
Dec. 2020
2020-12-04
Added new metrics for missing conversions:
Ad click (mobile app)
Ad impression (mobile app)
Contact (total)
Contact (website)
Contact (mobile app)
Contact (offline)
Customize product (total)
Customize product (website)
Customize product (mobile app)
Customize product (offline)
Donate (total)
Donate (website)
Donate (on facebook)
Donate (mobile app)
Donate (offline)
Find location (total)
Find location (website)
Find location (mobile app)
Find location (offline)
Schedule (total)
Schedule (website)
Schedule (mobile app)
Schedule (offline)
Start trial (total)
Start trial (website)
Start trial (mobile app)
Start trial (offline)
Submit application (total)
Submit application (website)
Submit application (mobile app)
Submit application (offline)
Subscribe (total)
Subscribe (website)
Subscribe (mobile app)
Subscribe (offline)
Contact value (total)
Contact value (website)
Contact value (mobile app)
Contact value (offline)
Customize product value (total)
Customize product value (website)
Customize product value (mobile app)
Customize product value (offline)
Donate value (total)
Donate value value (website)
Donate value (on facebook)
Donate value (mobile app)
Donate value (offline)
Find location value (total)
Find location value (website)
Find location (mobile app)
Find location value (offline)
Schedule value (total)
Schedule value (website)
Schedule value (mobile app)
Schedule value (offline)
Start trial value (total)
Start trial value (website)
Start trial value (mobile app)
Start trial value (offline)
Submit application value (total)
Submit application value (website)
Submit application value (mobile app)
Submit application value (offline)
Subscribe value (total)
Subscribe value (website)
Subscribe value (mobile app)
Subscribe value (offline)
Cost per Ad click (mobile app)
Cost per Ad impression (mobile app)
Cost per Submit application
Cost per Contact
Cost per Donate
Cost per Find location
Cost per Customize product
Cost per Schedule
Cost per Start trial
Cost per Subscribe
Omni app installs
Omni purchases
Omni adds to cart
Omni completed registrations
Omni content views
Omni searches
Omni initiated checkouts
Omni achievement unlocks
Omni app activations
Omni level completed
Omni rates
Omni credit spends
Omni completed tutorials
Omni custom actions
Sept. 2020
2019-09-22
We have updated the connectors to use Marketing Graph API v7.0.
July 2020
2020-07-07
"Messaging conversations started" properly moved to deprecated field section.
May 2020
2020-05-26
We have updated the connectors to use Marketing Graph API v6.0.
April 2020
2020-04-07
The following fields have been added:
Video play actions
Video play curve actions second : 0
Video play curve actions second : 1
Video play curve actions second : 2
Video play curve actions second : 3
Video play curve actions second : 4
Video play curve actions second : 5
Video play curve actions second : 6
Video play curve actions second : 7
Video play curve actions second : 8
Video play curve actions second : 9
Video play curve actions second : 10
Video play curve actions second : 11
Video play curve actions second : 12
Video play curve actions second : 13
Video play curve actions second : 14
Video play curve actions second : 15_20
Video play curve actions second : 20_25
Video play curve actions second : 25_30
Video play curve actions second : 30_40
Video play curve actions second : 40_50
Video play curve actions second : 50_60
Video play curve actions second 60 and more
March 2020
2020-03-25
We have updated the connectors to use Marketing Graph API v5.0.
The following metrics have been marked as deprecated:
Relevance score
Relevance score status
Leads (form)
Cost per lead (form)
The following metrics have been added:
On-Facebook leads
Cost per on-Facebook lead
Nov. 2019
2019-11-06
The following field has been added:
Amount spent (SEK)
2019-11-21
The following field has been marked as deprecated and will no longer return data:
Video average percentage watched
2019-11-28
The following fields have been added:
Lead form name
Lead form status
Oct. 2019
2019-10-14
New field added:
Existing post destination URL
Aug. 2019
2019-08-08
We have updated the connectors to use Marketing Graph API v3.3.
2019-08-14
The following fields have been added:
Unique web adds to cart
Unique web content views
Unique web purchases
Unique desktop adds to cart
Unique desktop content views
Unique desktop purchases
Unique web app events
Unique web app adds to cart
Unique web app content views
Unique web app purchases
Unique mobile app retentions
Unique mobile app ROAS
Unique website conversions
Unique website engagements
Unique page stories engagements
Unique instagram profile engagements
Unique post stories engagements
Unique conversions
Unique adds to cart
Unique store visits with dwell
Unique completed registrations
Unique purchases
Unique searches
Unique content views
Unique initiated checkouts
Unique payment info adds
Unique adds to wishlist
Unique leads
Unique subscribes
Unique Omni app installs
Unique Omni purchases
Unique Omni adds to cart
Unique Omni completed registrations
Unique Omni content views
Unique Omni searches
Unique Omni initiated checkout
Unique Omni achievement unlocked
Unique Omni app activations
Unique Omni level achieves
Unique Omni rates
Unique Omni credit spends
Unique Omni completed tutorials
Unique Omni custom actions
Page subscribes
Credits spent conversion value
New messaging conversations within 7 days
Mobile app checkouts conversion value
July 2019
2019-07-10
New metric added:
Mobile app adds to cart conversion value
2019-07-16
New dimensions added to support Dynamic Creative Ads:
Body asset ID
Body asset text
Description asset ID
Description asset text
Image asset ID
Image asset name
Image asset hash
Image asset URL
Title asset ID
Title asset text
Call to action asset ID
Call to action asset name
Link asset ID
Link asset website URL
Link URL asset display URL
2019-07-23 - New metrics added:
Website purchase ROAS %
Return on ad spend (ROAS)
2019-07-31
The following metric has been marked as "deprecated" and will return no data after 2019-08-08. Please remove it from your reporting to prevent disruptions:
Messaging replies
The following metrics have been added:
Messaging conversations started
Messaging reply rate
"Messaging reply rate" is the intended replacement for "Messaging replies" but please note that it is a percent and does not work exact the same.
June 2019
2019-06-03
New dimensions have been added which allows users to click through to view more details about the campaign/account or edit the details. The user clicking the link must have access to the ad account as normal to view the information.
Account edit link
Campaign edit link
Ad set edit link
2019-06-25
Added new metrics to show Ranking scores as text values (does not replace the fields with the raw numbers, but helps make it easier if you want to see the text values as shown in Ad Manager):
Quality Ranking (text)
Engagement Rate Ranking (text)
Conversion Rate Ranking (text)
2019-06-27
New metrics have been added:
ThruPlay actions
Cost per ThruPlay
May 2019
2019-05-07
Due to the demand, we have found a way to re-create these fields in the backend even though Facebook had deprecated them. So these specifically are now un-deprecated and available to use:
Website conversions
Website conversion rate
Cost per website conversion
Website conversion rate
This field has been deprecated in the Facebook API and UI:
Relevance score
But has been replaced by three new, better fields to track that information. See here for more information on what the fields do specifically.
Quality ranking
Engagement rate ranking
Conversion rate ranking
2019-05-13
The connectors have been updated to Marketing API version 3.2.
2019-05-24
New metrics added that separately pull different conversion windows so that you request different windows in the same request.
Conversions within 1 day of view
Conversions within 7 days of view
Conversions within 28 days of view
Conversions within 1 day of click
Conversions within 7 days of click
Conversions within 28 days of click
Unique conversions within 1 day of view
Unique conversions within 7 days of view
Unique conversions within 28 days of view
Unique conversions within 1 day of click
Unique conversions within 7 days of click
Unique conversions within 28 days of click
2019-05-28
New fields have been added:
Cost per website checkout initiated
Lifetime spend cap
Lifetime minimum spend target
April 2019
2019-04-01
A new metric has been added:
Unique landing page views
2019-04-30
New metrics have been added:
OFFLINE (Actions)
Offline adds of payment info
Offline adds to cart
Offline adds to wishlist
Offline registrations completed
Offline checkouts initiated
Offline searches
Offline content views
OFFLINE CONVERSION VALUE (action_values)
Offline adds of payment info conversion value
Offline adds to cart conversion value
Offline adds to wishlist conversion value
Offline registrations completed conversion value
Offline checkouts initiated conversion value
Offline leads conversion value
Offline other conversion value
Offline purchases conversion value
Offline searches conversion value
Offline content views conversion value
The following fields have been marked as Deprecated with the text "(deprecated)" appended to a field's name. The fields will work as before until the 13th of May, 2019. After that the fields will return empty (NULL) values for all queries. Please check and update your queries if you are using any of these (most have current versions that replaced these).
Mobile app actions (deprecated)
Website conversions (deprecated)
Website adds to cart (conversion tracking pixel) (deprecated)
Website checkouts initiated (conversion tracking pixel) (deprecated)
Website key page views (conversion tracking pixel) (deprecated)
Website leads (conversion tracking pixel) (deprecated)
Other website conversions (deprecated)
Website registrations (conversion tracking pixel) (deprecated)
Website conversion rate (deprecated)
Cost per website add to cart (conversion tracking pixel) (deprecated)
Cost per website conversion (deprecated)
Cost per mobile app action (deprecated)
Cost per website checkout initiated (conversion tracking pixel) (deprecated)
Cost per website key page view (conversion tracking pixel) (deprecated)
Cost per website lead (conversion tracking pixel) (deprecated)
Cost per other website conversion (deprecated)
Cost per website registration (conversion tracking pixel) (deprecated)
Sept. 2018
2018-09-04
Support has been added for canvas fields:
Avg. canvas view time
Avg. canvas view percentage
Canvas component name
Aug. 2018
2018-08-02
Facebook Ads connectors have been updated to now use the Facebook Graph API version v3.1.
In addition, some metrics have been deprecated due to this update. They will be marked as (Deprecated) in the field name and return no results:
Reach estimate: min bid amount
Reach estimate: max bid amount
Reach estimate: median bid amount
Store visits high estimate
Store visits low estimate
July 2018
2018-07-25
The following metrics for Offline conversions have been added:
Offline leads
Offline purchase
Offline other conversions
2018-07-26
The following metrics and dimensions are deprecated:
Social reach (social_reach)
Social impressions (social_impressions)
Cost per any action (total_actions)
Relevance score negative feedback
Relevance score positive feedback
Social clicks (all) (social_clicks)
Call-to-action clicks (call_to_action_clicks)
For more information on the deprecations, see https://business.facebook.com/business/help/1695754927158071
June 2018
2018-06-13
New dimension added for Designated Market Area:
DMA
May 2018
2018-05-04
Connectors have been updated to now use the Facebook Graph API version v2.12
"15-second video views" metric is a deprecated field and will return empty results. It should now be marked as (Deprecated) in the field name
April 2018
2018-04-01
New dimensions added:
Campaign start date
Campaign end date
Campaign start date & time
Campaign end date & time
Ad creative image URL
March 2018
2018-03-28
New dimensions added:
Campaign start date
Campaign end date
Campaign start date & time
Campaign end date & time
Ad creative image URL
Feb. 2018
2018-02-01
New fields added:
Outbound clicks:
Outbound clicks
Unique outbound clicks
Outbound CTR (%)
Unique outbound CTR (%)
Messaging conversations:
New messaging conversations
Messaging replies
Blocked message conversations
Cost per new messaging conversation
Cost per messaging reply
On-Facebook purchases and workflow completion:
On-Facebook purchases
On-Facebook workflow completion
Cost per on-Facebook purchase
Cost per workflow completion on Facebook
Conversion value of purchase on Facebook
Conversion value of workflow completion on Facebook
Custom conversion labels
Dimension "Custom conv. labels" will use custom conversion labels instead of ID numbers
Old dimension renamed "Action type (with custom conv. IDs)"