Group	Name	Description
Budget	Auction bid	The bid amount for the auction.
	Auction competitiveness	How competitive your ads are in the auction.
	Auction max competitor bid	The maximum bid from a competitor in auctions your ad participated in.
	Buying type	The method of purchasing ad space (e.g., Auction, Fixed Price).
	Wish bid	The desired bid amount you've set.
Clicks	CTR	The percentage of times people saw your ad and performed a click (Click-Through Rate).
	Inline link click CTR	The percentage of times people saw your ad and performed an inline link click.
	Inline link clicks	The number of clicks on links within the ad creative that led to a destination on or off Facebook.
	Instant experience clicks to open	The number of clicks on your ad that opened an Instant Experience.
	Instant experience clicks to start	The number of clicks on the start button within your Instant Experience.
	Outbound clicks	The number of clicks that lead people off of Facebook-owned properties.
	Outbound clicks CTR (click through rate)	The percentage of times people saw your ad and performed an outbound click.
	Unique CTR	The percentage of people who saw your ad and performed a click.
	Unique clicks	The number of people who performed a click.
	Unique inline link clicks	The number of people who performed an inline link click.
	Unique outbound clicks	The number of people who performed an outbound click.
	Unique outbound clicks CTR (click through rate)	The percentage of people who saw your ad and performed an outbound click.
	Website CTR	The percentage of times people saw your ad and clicked a link to your website.
Conversions	3-Second Video Views - Cost	The average cost for each 3-second video view.
	3-Second Video Views - Total	The total number of times your video was watched for at least 3 seconds.
	3-Second Video Views - Unique	The number of people who watched your video for at least 3 seconds.
	3-Second Video Views - Unique Cost	The average cost for each unique person who watched your video for at least 3 seconds.
	3-Second Video Views - Value	The total conversion value from 3-second video views.
	Achievements Unlocked - Cost	The average cost for each 'Achievements Unlocked' conversion.
	Achievements Unlocked - Total	The total number of 'Achievements Unlocked' conversions.
	Achievements Unlocked - Unique	The number of unique users who triggered the 'Achievements Unlocked' conversion.
	Achievements Unlocked - Unique Cost	The average cost per unique user for 'Achievements Unlocked' conversions.
	Achievements Unlocked - Value	The total conversion value from 'Achievements Unlocked'.
	Adds Payment Info - Cost	The average cost for each 'Adds Payment Info' conversion.
	Adds Payment Info - Total	The total number of 'Adds Payment Info' conversions.
	Adds Payment Info - Unique	The number of unique users who triggered the 'Adds Payment Info' conversion.
	Adds Payment Info - Unique Cost	The average cost per unique user for 'Adds Payment Info' conversions.
	Adds Payment Info - Value	The total conversion value from 'Adds Payment Info'.
	Adds To Cart (FB pixel) - Cost	The average cost for each 'Adds To Cart' tracked by the Facebook Pixel.
	Adds To Cart (FB pixel) - Total	The total number of 'Adds To Cart' tracked by the Facebook Pixel.
	Adds To Cart (FB pixel) - Unique	The number of unique users who added items to their cart, tracked by the Facebook Pixel.
	Adds To Cart (FB pixel) - Unique Cost	The average cost per unique user for 'Adds To Cart' tracked by the Facebook Pixel.
	Adds To Cart (FB pixel) - Value	The total conversion value from 'Adds To Cart' tracked by the Facebook Pixel.
	Adds To Wishlist - Cost	The average cost for each 'Adds To Wishlist' conversion.
	Adds To Wishlist - Total	The total number of 'Adds To Wishlist' conversions.
	Adds To Wishlist - Unique	The number of unique users who added items to their wishlist.
	Adds To Wishlist - Unique Cost	The average cost per unique user for 'Adds To Wishlist' conversions.
	Adds To Wishlist - Value	The total conversion value from 'Adds To Wishlist'.
	Adds to Cart (Omni) - Cost	The average cost for each omni-channel 'Adds to Cart' conversion.
	Adds to Cart (Omni) - Total	The total number of omni-channel 'Adds to Cart' conversions.
	Adds to Cart (Omni) - Unique	The number of unique users for omni-channel 'Adds to Cart' conversions.
	Adds to Cart (Omni) - Unique Cost	The average cost per unique user for omni-channel 'Adds to Cart' conversions.
	Adds to Cart (Omni) - Value	The total conversion value from omni-channel 'Adds to Cart'.
	All On-Facebook Leads - Cost	The average cost for each lead generated on Facebook's platforms.
	All On-Facebook Leads - Total	The total number of leads generated on Facebook's platforms.
	All On-Facebook Leads - Unique	The number of unique users who became leads on Facebook's platforms.
	All On-Facebook Leads - Unique Cost	The average cost per unique user for leads generated on Facebook.
	All On-Facebook Leads - Value	The total conversion value from leads generated on Facebook.
	All offsite leads plus all On-Facebook leads - Cost	The average cost for each lead, combining offsite and on-Facebook sources.
	All offsite leads plus all On-Facebook leads - Total	The total number of leads from offsite and on-Facebook sources.
	All offsite leads plus all On-Facebook leads - Unique	The number of unique users who became leads from any source.
	All offsite leads plus all On-Facebook leads - Unique Cost	The average cost per unique user for any lead.
	All offsite leads plus all On-Facebook leads - Value	The total conversion value from all leads.
	App Activations - Cost	The average cost per app activation.
	App Activations - Total	The total number of app activations.
	App Activations - Unique	The number of unique users who activated the app.
	App Activations - Unique Cost	The average cost per unique app activation.
	App Activations - Value	The total value from app activations.
	App Installs (Omni) - Cost	The average cost per omni-channel app install.
	App Installs (Omni) - Total	The total number of omni-channel app installs.
	App Installs (Omni) - Unique	The number of unique users for omni-channel app installs.
	App Installs (Omni) - Unique Cost	The average cost per unique user for omni-channel app installs.
	App Installs (Omni) - Value	The total value from omni-channel app installs.
	App Installs - Cost	The average cost per app install.
	App Installs - Total	The total number of app installs.
	App Installs - Unique	The number of unique users who installed the app.
	App Installs - Unique Cost	The average cost per unique app install.
	App Installs - Value	The total value from app installs.
	App Uses - Cost	The average cost per app use.
	App Uses - Total	The total number of app uses.
	App Uses - Unique	The number of unique users who used the app.
	App Uses - Unique Cost	The average cost per unique app use.
	App Uses - Value	The total value from app uses.
	Applications Submitted - Cost	The average cost per submitted application.
	Applications Submitted - Total	The total number of submitted applications.
	Applications Submitted - Unique	The number of unique users who submitted an application.
	Applications Submitted - Unique Cost	The average cost per unique application submission.
Applications Submitted - Value	The total value from submitted applications.
Appointments Scheduled - Cost	The average cost per scheduled appointment.
Appointments Scheduled - Total	The total number of scheduled appointments.
Appointments Scheduled - Unique	The number of unique users who scheduled an appointment.
Appointments Scheduled - Unique Cost	The average cost per unique scheduled appointment.
Appointments Scheduled - Value	The total value from scheduled appointments.
Blocked Messaging Conversations - Cost	The average cost per blocked messaging conversation.
Blocked Messaging Conversations - Total	The total number of messaging conversations blocked by users.
Blocked Messaging Conversations - Unique	The number of unique users who blocked a messaging conversation.
Blocked Messaging Conversations - Unique Cost	The average cost per unique user who blocked a conversation.
Blocked Messaging Conversations - Value	The conversion value associated with blocked conversations (usually none).
Call Confirmation Clicks - Cost	The average cost per call confirmation click.
Call Confirmation Clicks - Total	The total number of clicks on a call confirmation button.
Call Confirmation Clicks - Unique	The number of unique users who clicked a call confirmation button.
Call Confirmation Clicks - Unique Cost	The average cost per unique call confirmation click.
Call Confirmation Clicks - Value	The total value from call confirmation clicks.
Canceled Subscriptions - Cost	The average cost per canceled subscription.
Canceled Subscriptions - Total	The total number of canceled subscriptions.
Canceled Subscriptions - Unique	The number of unique users who canceled a subscription.
Canceled Subscriptions - Unique Cost	The average cost per unique canceled subscription.
Canceled Subscriptions - Value	The total value from canceled subscriptions.
Check-ins - Cost	The average cost per check-in.
Check-ins - Total	The total number of check-ins to a location.
Check-ins - Unique	The number of unique users who checked in.
Check-ins - Unique Cost	The average cost per unique check-in.
Check-ins - Value	The total value from check-ins.
Checkouts Initiated (Omni) - Cost	The average cost per omni-channel checkout initiation.
Checkouts Initiated (Omni) - Total	The total number of omni-channel checkout initiations.
Checkouts Initiated (Omni) - Unique	The number of unique users for omni-channel checkout initiations.
Checkouts Initiated (Omni) - Unique Cost	The average cost per unique omni-channel checkout initiation.
Checkouts Initiated (Omni) - Value	The total value from omni-channel checkout initiations.
Checkouts Initiated - Cost	The average cost per initiated checkout.
Checkouts Initiated - Total	The total number of initiated checkouts.
Checkouts Initiated - Unique	The number of unique users who initiated checkout.
Checkouts Initiated - Unique Cost	The average cost per unique initiated checkout.
Checkouts Initiated - Value	The total value from initiated checkouts.
Completed Registration - Cost	The average cost per completed registration.
Completed Registration - Total	The total number of completed registrations.
Completed Registration - Unique	The number of unique users who completed registration.
Completed Registration - Unique Cost	The average cost per unique completed registration.
Completed Registration - Value	The total value from completed registrations.
Contacts - Cost	The average cost per contact conversion.
Contacts - Total	The total number of contact conversions (e.g., form submission).
Contacts - Unique	The number of unique users who became a contact.
Contacts - Unique Cost	The average cost per unique contact.
Contacts - Value	The total value from contact conversions.
Content Views - Cost	The average cost per content view.
Content Views - Total	The total number of views of a key page (e.g., product page).
Content Views - Unique	The number of unique users who viewed content.
Content Views - Unique Cost	The average cost per unique content view.
Content Views - Value	The total value from content views.
Credit Spends - Cost	The average cost per credit spend conversion.
Credit Spends - Total	The total number of times credits were spent in an app or game.
Credit Spends - Unique	The number of unique users who spent credits.
Credit Spends - Unique Cost	The average cost per unique user who spent credits.
Credit Spends - Value	The total value from credit spends.
Credit Spends (Omni) - Cost	The average cost per omni-channel credit spend.
Credit Spends (Omni) - Total	The total number of omni-channel credit spends.
Credit Spends (Omni) - Unique	The number of unique users for omni-channel credit spends.
Credit Spends (Omni) - Unique Cost	The average cost per unique omni-channel credit spend.
Credit Spends (Omni) - Value	The total value from omni-channel credit spends.
Custom Events - Cost	The average cost per custom event.
Custom Events - Total	The total number of custom events.
Custom Events - Unique	The number of unique users who triggered a custom event.
Custom Events - Unique Cost	The average cost per unique custom event.
Custom Events - Value	The total value from custom events.
Custom pixel events defined by the advertiser - Cost	The average cost per advertiser-defined custom pixel event.
Custom pixel events defined by the advertiser - Total	The total number of advertiser-defined custom pixel events.
Custom pixel events defined by the advertiser - Unique	The number of unique users for advertiser-defined custom pixel events.
Custom pixel events defined by the advertiser - Unique Cost	The average cost per unique advertiser-defined custom pixel event.
Custom pixel events defined by the advertiser - Value	The total value from advertiser-defined custom pixel events.
DDA count by conversions	The count of conversions attributed by a data-driven attribution model.
Donations - Cost	The average cost per donation.
Donations - Total	The total number of donations.
Donations - Unique	The number of unique users who made a donation.
Donations - Unique Cost	The average cost per unique donation.
Donations - Value	The total value from donations.
Estimated ad recall rate	An estimate of the percentage of people who would remember seeing your ad if asked within two days.
Estimated ad recallers	An estimate of the number of people who would remember seeing your ad if asked within two days.
Event Responses - Cost	The average cost per event response.
Event Responses - Total	The number of people who responded 'Interested' or 'Going' to your event.
Event Responses - Unique	The number of unique users who responded to your event.
Event Responses - Unique Cost	The average cost per unique event response.
Event Responses - Value	The total value from event responses.
In-App Ad Clicks - Cost	The average cost per in-app ad click.
In-App Ad Clicks - Total	The total number of in-app ad clicks.
In-App Ad Clicks - Unique	The number of unique users who clicked an in-app ad.
In-App Ad Clicks - Unique Cost	The average cost per unique in-app ad click.
In-App Ad Clicks - Value	The total value from in-app ad clicks.
In-App Ad Impressions - Cost	The average cost per in-app ad impression.
In-App Ad Impressions - Total	The total number of in-app ad impressions.
In-App Ad Impressions - Unique	The number of unique users who saw an in-app ad.
In-App Ad Impressions - Unique Cost	The average cost per unique in-app ad impression.
In-App Ad Impressions - Value	The total value from in-app ad impressions.
Initiates Checkout - Cost	The average cost per checkout initiation.
Initiates Checkout - Total	The total number of times checkout was initiated.
Initiates Checkout - Unique	The number of unique users who initiated checkout.
Initiates Checkout - Unique Cost	The average cost per unique checkout initiation.
Initiates Checkout - Value	The total value from checkout initiations.
Landing Page Views - Cost	The average cost per landing page view.
Landing Page Views - Total	The number of times a person clicked on an ad link and successfully loaded the destination webpage.
Landing Page Views - Unique	The number of unique users who viewed the landing page.
Landing Page Views - Unique Cost	The average cost per unique landing page view.
Landing Page Views - Value	The total value from landing page views.
Leads - Cost	The average cost per lead.
Leads - Total	The total number of leads generated.
Leads - Unique	The number of unique users who became a lead.
Leads - Unique Cost	The average cost per unique lead.
Leads - Value	The total value from leads.
Levels Achieved - Cost	The average cost per level achieved in a game.
Levels Achieved - Total	The total number of levels achieved.
Levels Achieved - Unique	The number of unique users who achieved a level.
Levels Achieved - Unique Cost	The average cost per unique level achievement.
Levels Achieved - Value	The total value from levels achieved.
Link Clicks - Cost	The average cost per link click.
Link Clicks - Total	The total number of clicks on links within the ad that led to destinations or experiences.
Link Clicks - Unique	The number of unique users who clicked a link.
Link Clicks - Unique Cost	The average cost per unique link click.
Link Clicks - Value	The total value from link clicks.
Location Searches - Cost	The average cost per location search.
Location Searches - Total	The total number of location searches.
Location Searches - Unique	The number of unique users who searched for a location.
Location Searches - Unique Cost	The average cost per unique location search.
Location Searches - Value	The total value from location searches.
Messaging Conversations Started - Cost	The average cost per new messaging conversation started.
Messaging Conversations Started - Total	The number of times people started a messaging conversation with your business.
Messaging Conversations Started - Unique	The number of unique users who started a messaging conversation.
Messaging Conversations Started - Unique Cost	The average cost per unique messaging conversation started.
Messaging Conversations Started - Value	The total value from messaging conversations started.
Mobile App Achievements - Cost	The average cost per mobile app achievement.
Mobile App Achievements - Total	The total number of mobile app achievements.
Mobile App Achievements - Unique	The number of unique users who unlocked a mobile app achievement.
Mobile App Achievements - Unique Cost	The average cost per unique mobile app achievement.
Mobile App Achievements - Value	The total value from mobile app achievements.
Mobile App Adds To Cart - Cost	The average cost per mobile app 'Add to Cart'.
Mobile App Adds To Cart - Total	The total number of mobile app 'Add to Cart' events.
Mobile App Adds To Cart - Unique	The number of unique users who added to cart in the mobile app.
Mobile App Adds To Cart - Unique Cost	The average cost per unique mobile app 'Add to Cart'.
Mobile App Adds To Cart - Value	The total value from mobile app 'Add to Cart' events.
Mobile App Adds to Wishlist - Cost	The average cost per mobile app 'Add to Wishlist'.
Mobile App Adds to Wishlist - Total	The total number of mobile app 'Add to Wishlist' events.
Mobile App Adds to Wishlist - Unique	The number of unique users who added to wishlist in the mobile app.
Mobile App Adds to Wishlist - Unique Cost	The average cost per unique mobile app 'Add to Wishlist'.
Mobile App Adds to Wishlist - Value	The total value from mobile app 'Add to Wishlist' events.
Mobile App Applications Submitted - Cost	The average cost per mobile app application submitted.
Mobile App Applications Submitted - Total	The total number of applications submitted via mobile app.
Mobile App Applications Submitted - Unique	The number of unique users who submitted an application via mobile app.
Mobile App Applications Submitted - Unique Cost	The average cost per unique mobile app application submission.
Mobile App Applications Submitted - Value	The total value from mobile app application submissions.
Mobile App Appointments Scheduled - Cost	The average cost per mobile app appointment scheduled.
Mobile App Appointments Scheduled - Total	The total number of appointments scheduled via mobile app.
Mobile App Appointments Scheduled - Unique	The number of unique users who scheduled an appointment via mobile app.
Mobile App Appointments Scheduled - Unique Cost	The average cost per unique mobile app appointment scheduled.
Mobile App Appointments Scheduled - Value	The total value from mobile app appointments scheduled.
Mobile App Canceled Subscriptions - Cost	The average cost per mobile app canceled subscription.
Mobile App Canceled Subscriptions - Total	The total number of canceled subscriptions from the mobile app.
Mobile App Canceled Subscriptions - Unique	The number of unique users who canceled a subscription from the mobile app.
Mobile App Canceled Subscriptions - Unique Cost	The average cost per unique mobile app canceled subscription.
Mobile App Canceled Subscriptions - Value	The total value from mobile app canceled subscriptions.
Mobile App Checkouts - Cost	The average cost per mobile app checkout.
Mobile App Checkouts - Total	The total number of checkouts from the mobile app.
Mobile App Checkouts - Unique	The number of unique users who checked out from the mobile app.
Mobile App Checkouts - Unique Cost	The average cost per unique mobile app checkout.
Mobile App Checkouts - Value	The total value from mobile app checkouts.
Mobile App Contacts - Cost	The average cost per mobile app contact.
Mobile App Contacts - Total	The total number of contacts generated from the mobile app.
Mobile App Contacts - Unique	The number of unique users who became a contact from the mobile app.
Mobile App Contacts - Unique Cost	The average cost per unique mobile app contact.
Mobile App Contacts - Value	The total value from mobile app contacts.
Mobile App Content Views - Cost	The average cost per mobile app content view.
Mobile App Content Views - Total	The total number of content views in the mobile app.
Mobile App Content Views - Unique	The number of unique users who viewed content in the mobile app.
Mobile App Content Views - Unique Cost	The average cost per unique mobile app content view.
Mobile App Content Views - Value	The total value from mobile app content views.
Mobile App Credit Spends - Cost	The average cost per mobile app credit spend.
Mobile App Credit Spends - Total	The total number of credit spends in the mobile app.
Mobile App Credit Spends - Unique	The number of unique users who spent credits in the mobile app.
Mobile App Credit Spends - Unique Cost	The average cost per unique mobile app credit spend.
Mobile App Credit Spends - Value	The total value from mobile app credit spends.
Mobile App Donations - Cost	The average cost per mobile app donation.
Mobile App Donations - Total	The total number of donations made via the mobile app.
Mobile App Donations - Unique	The number of unique users who donated via the mobile app.
Mobile App Donations - Unique Cost	The average cost per unique mobile app donation.
Mobile App Donations - Value	The total value from mobile app donations.
Mobile App Feature Unlocks - Cost	The average cost per mobile app feature unlock.
Mobile App Feature Unlocks - Total	The total number of features unlocked in the mobile app.
Mobile App Feature Unlocks - Unique	The number of unique users who unlocked a feature in the mobile app.
Mobile App Feature Unlocks - Unique Cost	The average cost per unique mobile app feature unlock.
Mobile App Feature Unlocks - Value	The total value from mobile app feature unlocks.
Mobile App Installs - Cost	The average cost per mobile app install.
Mobile App Installs - Total	The total number of mobile app installs.
Mobile App Installs - Unique	The number of unique users who installed the mobile app.
Mobile App Installs - Unique Cost	The average cost per unique mobile app install.
Mobile App Installs - Value	The total value from mobile app installs.
Mobile App Location Searches - Cost	The average cost per mobile app location search.
Mobile App Location Searches - Total	The total number of location searches in the mobile app.
Mobile App Location Searches - Unique	The number of unique users who searched for a location in the mobile app.
Mobile App Location Searches - Unique Cost	The average cost per unique mobile app location search.
Mobile App Location Searches - Value	The total value from mobile app location searches.
Mobile App Payment Details - Cost	The average cost per mobile app payment detail submission.
Mobile App Payment Details - Total	The total number of payment details submitted in the mobile app.
Mobile App Payment Details - Unique	The number of unique users who submitted payment details in the mobile app.
Mobile App Payment Details - Unique Cost	The average cost per unique mobile app payment detail submission.
Mobile App Payment Details - Value	The total value from mobile app payment detail submissions.
Mobile App Products Customized - Cost	The average cost per mobile app product customization.
Mobile App Products Customized - Total	The total number of products customized in the mobile app.
Mobile App Products Customized - Unique	The number of unique users who customized products in the mobile app.
Mobile App Products Customized - Unique Cost	The average cost per unique mobile app product customization.
Mobile App Products Customized - Value	The total value from mobile app product customizations.
Mobile App Purchases - Cost	The average cost per mobile app purchase.
Mobile App Purchases - Total	The total number of purchases made in the mobile app.
Mobile App Purchases - Unique	The number of unique users who made a purchase in the mobile app.
Mobile App Purchases - Unique Cost	The average cost per unique mobile app purchase.
Mobile App Purchases - Value	The total value from mobile app purchases.
Mobile App Ratings - Cost	The average cost per mobile app rating submitted.
Mobile App Ratings - Total	The total number of ratings submitted in the mobile app.
Mobile App Ratings - Unique	The number of unique users who submitted a rating in the mobile app.
Mobile App Ratings - Unique Cost	The average cost per unique mobile app rating.
Mobile App Ratings - Value	The total value from mobile app ratings.
Mobile App Recurring Subscription Payments - Cost	The average cost per mobile app recurring subscription payment.
Mobile App Recurring Subscription Payments - Total	The total number of recurring subscription payments from the mobile app.
Mobile App Recurring Subscription Payments - Unique	The number of unique users with recurring subscription payments from the mobile app.
Mobile App Recurring Subscription Payments - Unique Cost	The average cost per unique mobile app recurring subscription payment.
Mobile App Recurring Subscription Payments - Value	The total value from mobile app recurring subscription payments.
Mobile App Registrations - Cost	The average cost per mobile app registration.
Mobile App Registrations - Total	The total number of registrations completed in the mobile app.
Mobile App Registrations - Unique	The number of unique users who registered in the mobile app.
Mobile App Registrations - Unique Cost	The average cost per unique mobile app registration.
Mobile App Registrations - Value	The total value from mobile app registrations.
Mobile App Searches - Cost	The average cost per mobile app search.
Mobile App Searches - Total	The total number of searches performed in the mobile app.
Mobile App Searches - Unique	The number of unique users who performed a search in the mobile app.
Mobile App Searches - Unique Cost	The average cost per unique mobile app search.
Mobile App Searches - Value	The total value from mobile app searches.
Mobile App Starts - Cost	The average cost per mobile app start.
Mobile App Starts - Total	The total number of times the mobile app was started.
Mobile App Starts - Unique	The number of unique users who started the mobile app.
Mobile App Starts - Unique Cost	The average cost per unique mobile app start.
Mobile App Starts - Value	The total value from mobile app starts.
Mobile App Subscriptions - Cost	The average cost per mobile app subscription.
Mobile App Subscriptions - Total	The total number of subscriptions initiated in the mobile app.
Mobile App Subscriptions - Unique	The number of unique users who subscribed in the mobile app.
Mobile App Subscriptions - Unique Cost	The average cost per unique mobile app subscription.
Mobile App Subscriptions - Value	The total value from mobile app subscriptions.
Mobile App Trials Started - Cost	The average cost per mobile app trial started.
Mobile App Trials Started - Total	The total number of trials started in the mobile app.
Mobile App Trials Started - Unique	The number of unique users who started a trial in the mobile app.
Mobile App Trials Started - Unique Cost	The average cost per unique mobile app trial start.
Mobile App Trials Started - Value	The total value from mobile app trials started.
Mobile App Tutorial Completions - Cost	The average cost per mobile app tutorial completion.
Mobile App Tutorial Completions - Total	The total number of tutorials completed in the mobile app.
Mobile App Tutorial Completions - Unique	The number of unique users who completed a tutorial in the mobile app.
Mobile App Tutorial Completions - Unique Cost	The average cost per unique mobile app tutorial completion.
Mobile App Tutorial Completions - Value	The total value from mobile app tutorial completions.
New Messaging Conversations - Cost	The average cost per new messaging conversation.
New Messaging Conversations - Total	The total number of new messaging conversations.
New Messaging Conversations - Unique	The number of unique users who started a new conversation.
New Messaging Conversations - Unique Cost	The average cost per unique new conversation.
New Messaging Conversations - Value	The total value from new conversations.
Offline App Appointments Scheduled - Cost	The average cost per offline app appointment scheduled.
Offline App Appointments Scheduled - Total	The total number of offline app appointments scheduled.
Offline App Appointments Scheduled - Unique	The number of unique users for offline app appointments scheduled.
Offline App Appointments Scheduled - Unique Cost	The average cost per unique offline app appointment.
Offline App Appointments Scheduled - Value	The total value from offline app appointments scheduled.
Offline App Location Searches - Cost	The average cost per offline app location search.
Offline App Location Searches - Total	The total number of offline app location searches.
Offline App Location Searches - Unique	The number of unique users for offline app location searches.
Offline App Location Searches - Unique Cost	The average cost per unique offline app location search.
Offline App Location Searches - Value	The total value from offline app location searches.
Offline Applications Submitted - Cost	The average cost per offline application submitted.
Offline Applications Submitted - Total	The total number of offline applications submitted.
Offline Applications Submitted - Unique	The number of unique users for offline applications submitted.
Offline Applications Submitted - Unique Cost	The average cost per unique offline application submitted.
Offline Applications Submitted - Value	The total value from offline applications submitted.
Offline Canceled Subscriptions - Cost	The average cost per offline canceled subscription.
Offline Canceled Subscriptions - Total	The total number of offline canceled subscriptions.
Offline Canceled Subscriptions - Unique	The number of unique users for offline canceled subscriptions.
Offline Canceled Subscriptions - Unique Cost	The average cost per unique offline canceled subscription.
Offline Canceled Subscriptions - Value	The total value from offline canceled subscriptions.
Offline Contacts - Cost	The average cost per offline contact.
Offline Contacts - Total	The total number of offline contacts.
Offline Contacts - Unique	The number of unique users for offline contacts.
Offline Contacts - Unique Cost	The average cost per unique offline contact.
Offline Contacts - Value	The total value from offline contacts.
Offline Donations - Cost	The average cost per offline donation.
Offline Donations - Total	The total number of offline donations.
Offline Donations - Unique	The number of unique users for offline donations.
Offline Donations - Unique Cost	The average cost per unique offline donation.
Offline Donations - Value	The total value from offline donations.
Offline Products Customized - Cost	The average cost per offline product customization.
Offline Products Customized - Total	The total number of offline products customized.
Offline Products Customized - Unique	The number of unique users for offline products customized.
Offline Products Customized - Unique Cost	The average cost per unique offline product customization.
Offline Products Customized - Value	The total value from offline products customized.
Offline Recurring Subscription Payments - Cost	The average cost per offline recurring subscription payment.
Offline Recurring Subscription Payments - Total	The total number of offline recurring subscription payments.
Offline Recurring Subscription Payments - Unique	The number of unique users for offline recurring subscription payments.
Offline Recurring Subscription Payments - Unique Cost	The average cost per unique offline recurring subscription payment.
Offline Recurring Subscription Payments - Value	The total value from offline recurring subscription payments.
Offline Subscriptions - Cost	The average cost per offline subscription.
Offline Subscriptions - Total	The total number of offline subscriptions.
Offline Subscriptions - Unique	The number of unique users for offline subscriptions.
Offline Subscriptions - Unique Cost	The average cost per unique offline subscription.
Offline Subscriptions - Value	The total value from offline subscriptions.
Offline Trials Started - Cost	The average cost per offline trial started.
Offline Trials Started - Total	The total number of offline trials started.
Offline Trials Started - Unique	The number of unique users for offline trials started.
Offline Trials Started - Unique Cost	The average cost per unique offline trial started.
Offline Trials Started - Value	The total value from offline trials started.
On Facebook Applications Submitted - Cost	The average cost per application submitted on Facebook.
On Facebook Applications Submitted - Total	The total number of applications submitted on Facebook.
On Facebook Applications Submitted - Unique	The number of unique users who submitted applications on Facebook.
On Facebook Applications Submitted - Unique Cost	The average cost per unique application submission on Facebook.
On Facebook Applications Submitted - Value	The total value from applications submitted on Facebook.
On Facebook Donations - Cost	The average cost per donation made on Facebook.
On Facebook Donations - Total	The total number of donations made on Facebook.
On Facebook Donations - Unique	The number of unique users who donated on Facebook.
On Facebook Donations - Unique Cost	The average cost per unique donation on Facebook.
On Facebook Donations - Value	The total value from donations made on Facebook.
On-Facebook Purchases - Cost	The average cost per purchase completed on Facebook.
On-Facebook Purchases - Total	The total number of purchases completed on Facebook.
On-Facebook Purchases - Unique	The number of unique users who purchased on Facebook.
On-Facebook Purchases - Unique Cost	The average cost per unique purchase on Facebook.
On-Facebook Purchases - Value	The total value from purchases completed on Facebook.
On-Facebook Workflow Completions - Cost	The average cost per workflow completion on Facebook.
On-Facebook Workflow Completions - Total	The total number of workflow completions on Facebook.
On-Facebook Workflow Completions - Unique	The number of unique users who completed a workflow on Facebook.
On-Facebook Workflow Completions - Unique Cost	The average cost per unique workflow completion on Facebook.
On-Facebook Workflow Completions - Value	The total value from workflow completions on Facebook.
On-Facebook leads coming from Messenger and Instant Forms - Cost	The average cost per lead from Messenger and Instant Forms.
On-Facebook leads coming from Messenger and Instant Forms - Total	The total number of leads from Messenger and Instant Forms.
On-Facebook leads coming from Messenger and Instant Forms - Unique	The number of unique leads from Messenger and Instant Forms.
On-Facebook leads coming from Messenger and Instant Forms - Unique Cost	The average cost per unique lead from Messenger and Instant Forms.
On-Facebook leads coming from Messenger and Instant Forms - Value	The total value from leads from Messenger and Instant Forms.
Other Mobile App Actions - Cost	The average cost for other non-standard mobile app actions.
Other Mobile App Actions - Total	The total number of other non-standard mobile app actions.
Other Mobile App Actions - Unique	The number of unique users for other non-standard mobile app actions.
Other Mobile App Actions - Unique Cost	The average cost per unique user for other mobile app actions.
Other Mobile App Actions - Value	The total value from other mobile app actions.
Outbound Clicks - Cost	The average cost per outbound click.
Outbound Clicks - Total	The total number of clicks leading off Facebook.
Outbound Clicks - Unique	The number of unique users who clicked an outbound link.
Outbound Clicks - Unique Cost	The average cost per unique outbound click.
Outbound Clicks - Value	The total value from outbound clicks.
Page Engagement - Cost	The average cost per page engagement.
Page Engagement - Total	The total number of actions related to your Page.
Page Engagement - Unique	The number of unique users who engaged with your Page.
Page Engagement - Unique Cost	The average cost per unique page engagement.
Page Engagement - Value	The total value from Page engagement.
Page Likes - Cost	The average cost per Page like.
Page Likes - Total	The total number of likes of your Page.
Page Likes - Unique	The number of unique users who liked your Page.
Page Likes - Unique Cost	The average cost per unique Page like.
Page Likes - Value	The total value from Page likes.
Page Photo Views - Cost	The average cost per Page photo view.
Page Photo Views - Total	The total number of views of your Page's photos.
Page Photo Views - Unique	The number of unique users who viewed your Page's photos.
Page Photo Views - Unique Cost	The average cost per unique Page photo view.
Page Photo Views - Value	The total value from Page photo views.
Post Comments - Cost	The average cost per post comment.
Post Comments - Total	The total number of comments on your posts.
Post Comments - Unique	The number of unique users who commented on your posts.
Post Comments - Unique Cost	The average cost per unique post comment.
Post Comments - Value	The total value from post comments.
Post Engagement - Cost	The average cost per post engagement.
Post Engagement - Total	The total number of actions (likes, comments, shares, etc.) on your posts.
Post Engagement - Unique	The number of unique users who engaged with your posts.
Post Engagement - Unique Cost	The average cost per unique post engagement.
Post Engagement - Value	The total value from post engagements.
Post Reactions - Cost	The average cost per post reaction.
Post Reactions - Total	The total number of reactions (Like, Love, Haha, Wow, Sad, Angry) on your posts.
Post Reactions - Unique	The number of unique users who reacted to your posts.
Post Reactions - Unique Cost	The average cost per unique post reaction.
Post Reactions - Value	The total value from post reactions.
Post Saves - Cost	The average cost per post save.
Post Saves - Total	The total number of times people saved your post.
Post Saves - Unique	The number of unique users who saved your post.
Post Saves - Unique Cost	The average cost per unique post save.
Post Saves - Value	The total value from post saves.
Post Shares - Cost	The average cost per post share.
Post Shares - Total	The total number of shares of your posts.
Post Shares - Unique	The number of unique users who shared your posts.
Post Shares - Unique Cost	The average cost per unique post share.
Post Shares - Value	The total value from post shares.
Products Customized - Cost	The average cost per product customization.
Products Customized - Total	The total number of products customized.
Products Customized - Unique	The number of unique users who customized a product.
Products Customized - Unique Cost	The average cost per unique product customization.
Products Customized - Value	The total value from product customizations.
Purchases (FB pixel) - Cost	The average cost per purchase tracked by the Facebook Pixel.
Purchases (FB pixel) - Total	The total number of purchases tracked by the Facebook Pixel.
Purchases (FB pixel) - Unique	The number of unique users who made a purchase, tracked by the Facebook Pixel.
Purchases (FB pixel) - Unique Cost	The average cost per unique purchase tracked by the Facebook Pixel.
Purchases (FB pixel) - Value	The total value from purchases tracked by the Facebook Pixel.
Purchases (Omni) - Cost	The average cost per omni-channel purchase.
Purchases (Omni) - Total	The total number of omni-channel purchases.
Purchases (Omni) - Unique	The number of unique users who made an omni-channel purchase.
Purchases (Omni) - Unique Cost	The average cost per unique omni-channel purchase.
Purchases (Omni) - Value	The total value from omni-channel purchases.
Purchases - Cost	The average cost per purchase.
Purchases - Total	The total number of purchase events.
Purchases - Unique	The number of unique users who made a purchase.
Purchases - Unique Cost	The average cost per unique purchase.
Purchases - Value	The total value from purchases.
Ratings Submitted - Cost	The average cost per rating submitted.
Ratings Submitted - Total	The total number of ratings submitted.
Ratings Submitted - Unique	The number of unique users who submitted a rating.
Ratings Submitted - Unique Cost	The average cost per unique rating submission.
Ratings Submitted - Value	The total value from rating submissions.
Recurring Subscription Payments - Cost	The average cost per recurring subscription payment.
Recurring Subscription Payments - Total	The total number of recurring subscription payments.
Recurring Subscription Payments - Unique	The number of unique users making recurring subscription payments.
Recurring Subscription Payments - Unique Cost	The average cost per unique recurring subscription payment.
Recurring Subscription Payments - Value	The total value from recurring subscription payments.
Registrations Completed (Omni) - Cost	The average cost per omni-channel completed registration.
Registrations Completed (Omni) - Total	The total number of omni-channel completed registrations.
Registrations Completed (Omni) - Unique	The number of unique users for omni-channel completed registrations.
Registrations Completed (Omni) - Unique Cost	The average cost per unique omni-channel completed registration.
Registrations Completed (Omni) - Value	The total value from omni-channel completed registrations.
Registrations Completed - Cost	The average cost per completed registration.
Registrations Completed - Total	The total number of completed registrations.
Registrations Completed - Unique	The number of unique users who completed registration.
Registrations Completed - Unique Cost	The average cost per unique completed registration.
Registrations Completed - Value	The total value from completed registrations.
Searches (FB pixel) - Cost	The average cost per search tracked by the Facebook Pixel.
Searches (FB pixel) - Total	The total number of searches tracked by the Facebook Pixel.
Searches (FB pixel) - Unique	The number of unique users who performed a search, tracked by the Facebook Pixel.
Searches (FB pixel) - Unique Cost	The average cost per unique search tracked by the Facebook Pixel.
Searches (FB pixel) - Value	The total value from searches tracked by the Facebook Pixel.
Searches (Omni) - Cost	The average cost per omni-channel search.
Searches (Omni) - Total	The total number of omni-channel searches.
Searches (Omni) - Unique	The number of unique users for omni-channel searches.
Searches (Omni) - Unique Cost	The average cost per unique omni-channel search.
Searches (Omni) - Value	The total value from omni-channel searches.
Searches - Cost	The average cost per search.
Searches - Total	The total number of search events.
Searches - Unique	The number of unique users who performed a search.
Searches - Unique Cost	The average cost per unique search.
Searches - Value	The total value from searches.
Subscriptions - Cost	The average cost per subscription.
Subscriptions - Total	The total number of subscriptions.
Subscriptions - Unique	The number of unique users who subscribed.
Subscriptions - Unique Cost	The average cost per unique subscription.
Subscriptions - Value	The total value from subscriptions.
Trials Started - Cost	The average cost per trial started.
Trials Started - Total	The total number of trials started.
Trials Started - Unique	The number of unique users who started a trial.
Trials Started - Unique Cost	The average cost per unique trial started.
Trials Started - Value	The total value from trials started.
Tutorials Completed - Cost	The average cost per tutorial completed.
Tutorials Completed - Total	The total number of tutorials completed.
Tutorials Completed - Unique	The number of unique users who completed a tutorial.
Tutorials Completed - Unique Cost	The average cost per unique tutorial completed.
Tutorials Completed - Value	The total value from tutorials completed.
Views Content - Cost	The average cost per content view.
Views Content - Total	The total number of content views.
Views Content - Unique	The number of unique users who viewed content.
Views Content - Unique Cost	The average cost per unique content view.
Views Content - Value	The total value from content views.
Web App purchases - Cost	The average cost per web app purchase.
Web App purchases - Total	The total number of web app purchases.
Web App purchases - Unique	The number of unique users who made a web app purchase.
Web App purchases - Unique Cost	The average cost per unique web app purchase.
Web App purchases - Value	The total value from web app purchases.
Web In-Store purchases - Cost	The average cost per web in-store purchase.
Web In-Store purchases - Total	The total number of web in-store purchases.
Web In-Store purchases - Unique	The number of unique users for web in-store purchases.
Web In-Store purchases - Unique Cost	The average cost per unique web in-store purchase.
Web In-Store purchases - Value	The total value from web in-store purchases.
Web checkouts - Cost	The average cost per web checkout.
Web checkouts - Total	The total number of web checkouts.
Web checkouts - Unique	The number of unique users who checked out on the web.
Web checkouts - Unique Cost	The average cost per unique web checkout.
Web checkouts - Value	The total value from web checkouts.
Web purchases - Cost	The average cost per web purchase.
Web purchases - Total	The total number of web purchases.
Web purchases - Unique	The number of unique users who purchased on the web.
Web purchases - Unique Cost	The average cost per unique web purchase.
Web purchases - Value	The total value from web purchases.
Website Applications Submitted - Cost	The average cost per website application submission.
Website Applications Submitted - Total	The total number of website application submissions.
Website Applications Submitted - Unique	The number of unique users who submitted an application on the website.
Website Applications Submitted - Unique Cost	The average cost per unique website application submission.
Website Applications Submitted - Value	The total value from website application submissions.
Website Appointments Scheduled - Cost	The average cost per website appointment scheduled.
Website Appointments Scheduled - Total	The total number of website appointments scheduled.
Website Appointments Scheduled - Unique	The number of unique users who scheduled an appointment on the website.
Website Appointments Scheduled - Unique Cost	The average cost per unique website appointment scheduled.
Website Appointments Scheduled - Value	The total value from website appointments scheduled.
Website Canceled Subscriptions - Cost	The average cost per website canceled subscription.
Website Canceled Subscriptions - Total	The total number of website canceled subscriptions.
Website Canceled Subscriptions - Unique	The number of unique users who canceled a subscription on the website.
Website Canceled Subscriptions - Unique Cost	The average cost per unique website canceled subscription.
Website Canceled Subscriptions - Value	The total value from website canceled subscriptions.
Website Contacts - Cost	The average cost per website contact.
Website Contacts - Total	The total number of contacts from the website.
Website Contacts - Unique	The number of unique users who became a contact from the website.
Website Contacts - Unique Cost	The average cost per unique website contact.
Website Contacts - Value	The total value from website contacts.
Website Donations - Cost	The average cost per website donation.
Website Donations - Total	The total number of donations from the website.
Website Donations - Unique	The number of unique users who donated from the website.
Website Donations - Unique Cost	The average cost per unique website donation.
Website Donations - Value	The total value from website donations.
Website Location Searches - Cost	The average cost per website location search.
Website Location Searches - Total	The total number of location searches on the website.
Website Location Searches - Unique	The number of unique users who searched for a location on the website.
Website Location Searches - Unique Cost	The average cost per unique website location search.
Website Location Searches - Value	The total value from website location searches.
Website Products Customized - Cost	The average cost per website product customization.
Website Products Customized - Total	The total number of products customized on the website.
Website Products Customized - Unique	The number of unique users who customized a product on the website.
Website Products Customized - Unique Cost	The average cost per unique website product customization.
Website Products Customized - Value	The total value from website product customizations.
Website Recurring Subscription Payments - Cost	The average cost per website recurring subscription payment.
Website Recurring Subscription Payments - Total	The total number of recurring subscription payments from the website.
Website Recurring Subscription Payments - Unique	The number of unique users with recurring subscription payments from the website.
Website Recurring Subscription Payments - Unique Cost	The average cost per unique website recurring subscription payment.
Website Recurring Subscription Payments - Value	The total value from website recurring subscription payments.
Website Subscriptions - Cost	The average cost per website subscription.
Website Subscriptions - Total	The total number of subscriptions from the website.
Website Subscriptions - Unique	The number of unique users who subscribed from the website.
Website Subscriptions - Unique Cost	The average cost per unique website subscription.
Website Subscriptions - Value	The total value from website subscriptions.
Website Trials Started - Cost	The average cost per website trial started.
Website Trials Started - Total	The total number of trials started on the website.
Website Trials Started - Unique	The number of unique users who started a trial on the website.
Website Trials Started - Unique Cost	The average cost per unique website trial started.
Website Trials Started - Value	The total value from website trials started.
Cost	Amount spend	The total amount of money spent on your campaign, ad set, or ad during its schedule.
	CPC	Cost Per Click. The average cost for each click.
	CPM	Cost Per 1,000 Impressions. The average cost for 1,000 impressions.
	Cost per 1000 people reached	The average cost to reach 1,000 people.
	Cost per DDA count by conversions	The average cost per conversion based on a data-driven attribution model.
	Cost per estimated ad recallers	The average cost for each estimated ad recaller.
	Cost per inline link click	The average cost for each inline link click.
	Cost per inline post engagement	The average cost for each inline post engagement.
	Cost per outbound click	The average cost for each outbound click.
	Cost per unique click	The average cost for each unique person who clicks your ads.
	Cost per unique inline link click	The average cost for each unique person who performs an inline link click.
	Cost per unique outbound click	The average cost for each unique person who performs an outbound click.
	Mobile app purchase ROAS	Return On Ad Spend for mobile app purchases.
	Purchase ROAS	Return On Ad Spend from purchase conversions.
	Social spend	The amount spent to deliver ads with social context (e.g., liked by a friend).
	Website purchase ROAS	Return On Ad Spend from website purchase conversions.
Custom conversions	Activation - Cost	The average cost for each 'Activation' custom conversion.
	Activation - Total	The total number of 'Activation' custom conversions.
	Activation - Value	The total value from 'Activation' custom conversions.
	Begin Registration - Cost	The average cost for each 'Begin Registration' custom conversion.
	Begin Registration - Total	The total number of 'Begin Registration' custom conversions.
	Begin Registration - Value	The total value from 'Begin Registration' custom conversions.
	Complete registration - Cost	The average cost for each 'Complete registration' custom conversion.
	Complete registration - Total	The total number of 'Complete registration' custom conversions.
	Complete registration - Value	The total value from 'Complete registration' custom conversions.
	Google traffic - Cost	The average cost for each 'Google traffic' custom conversion.
	Google traffic - Total	The total number of 'Google traffic' custom conversions.
	Google traffic - Value	The total value from 'Google traffic' custom conversions.
Custom event	Activation - Cost	The average cost per 'Activation' custom event.
	Activation - Total	The total number of 'Activation' custom events.
	Activation - Value	The total value from 'Activation' custom events.
	BeginRegistration - Cost	The average cost per 'BeginRegistration' custom event.
	BeginRegistration - Total	The total number of 'BeginRegistration' custom events.
	BeginRegistration - Value	The total value from 'BeginRegistration' custom events.
	Scroll 50% - Cost	The average cost per 'Scroll 50%' custom event.
	Scroll 50% - Total	The total number of 'Scroll 50%' custom events.
	Scroll 50% - Value	The total value from 'Scroll 50%' custom events.
Engagement	Engagement rate ranking	A ranking of your ad's expected engagement rate compared to ads competing for the same audience.
	Inline post engagement	The number of actions (e.g., likes, comments, shares) taken directly on the ad.
Performance	Clicks	The total number of clicks on your ad.
	Conversion rate ranking	A ranking of your ad's expected conversion rate compared to ads with the same optimization goal competing for the same audience.
	Frequency	The average number of times each person saw your ad.
	Full view impressions	The number of times your ad was fully viewed.
	Full view reach	The number of people who fully viewed your ad.
	Impressions	The number of times your ad was on screen.
	Qualifying question qualify answer rate	The percentage of answers to a qualifying question that were qualifying.
	Quality ranking	A ranking of your ad's perceived quality compared to ads competing for the same audience.
	Reach	The number of people who saw your ad at least once.
Video	30 seconds plays	The number of times your video was played for at least 30 seconds (or to completion if shorter).
	Average play time	The average duration people watched your video.
	Canvas average view percent	The average percentage of an Instant Experience that people viewed.
	Canvas average view time	The average time people spent viewing an Instant Experience.
	Plays at 100%	The number of times your video was played to 100% of its length.
	Plays at 25%	The number of times your video was played to 25% of its length.
	Plays at 50%	The number of times your video was played to 50% of its length.
	Plays at 75%	The number of times your video was played to 75% of its length.
	Plays at 95%	The number of times your video was played to 95% of its length.
	Video views	The number of times your video was played for a specified duration (e.g., 2 continuous seconds or ThruPlay).
	2-second continuous video plays	The number of times your video was played for at least 2 continuous seconds.
	Cost per Video ThruPlay	The average cost for each ThruPlay.
	Video ThruPlay	The number of times your video was played to completion, or for at least 15 seconds.

Group	Name	Description
Account	Account Id	The unique identifier for the ad account.
	Account currency	The currency used for billing in the ad account.
	Account name	The name of the ad account.
Ad group	Ad group Id	The unique identifier for the ad set (ad group).
	Ad group name	The name of the ad set (ad group).
Ad	Ad Id	The unique identifier for the ad.
	Ad name	The name of the ad.
Campaign	Campaign Id	The unique identifier for the campaign.
	Campaign name	The name of the campaign.
Dimension	Created date	The date the campaign, ad set, or ad was created.
	Objective	The advertising objective selected for the campaign (e.g., Conversions, Traffic).
	Optimization goal	The event the ad delivery system is optimizing for (e.g., Landing Page Views).
	Place page name	The name of the Facebook Page associated with the ad.
	Updated date	The date the campaign, ad set, or ad was last updated.
Report	Date	The date for the reported data, in YYYY-MM-DD format.
	End date	The last day of the time range for the reported data.