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Data reference · Meta Ads

Every Meta Ads metric and dimension you can ask for.

Upbuild reads the Meta Marketing API directly, so anything the Insights edge exposes is fair game. These are the fields people actually ask for, with their real API names: the same names Claude, ChatGPT or Copilot Studio use under the hood when they call the meta_insights and meta_list_campaigns tools on your behalf.

103Fields

42Metrics

42Dimensions

19Breakdowns

Source: Meta Marketing API, Insights edge · Updated August 2026

103 shown

Delivery and performance

22 fields

The core spend and delivery numbers, straight from the Insights edge.

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Show spend, impressions, clicks and CTR by campaign for the last 30 days.

Field	Type	What it is
`spend`	Metric	Total amount spent in the account currency over the selected window. “spend by campaign last 30 days”
`impressions`	Metric	Times your ads were on screen.
`reach`	Metric	Unique people who saw your ads at least once.
`frequency`	Metric	Average times each person saw your ads: impressions divided by reach.
`clicks`	Metric	All clicks on your ads, including likes, comments and profile taps.
`unique_clicks`	Metric	People who clicked at least once, counted once each.
`ctr`	Metric	Click-through rate: clicks divided by impressions, as a percentage.
`unique_ctr`	Metric	Unique click-through rate based on unique clicks and reach.
`cpc`	Metric	Average cost per click, all clicks.
`cpm`	Metric	Average cost per 1,000 impressions.
`cpp`	Metric	Average cost to reach 1,000 unique people.
`inline_link_clicks`	Metric	Clicks on links inside the ad that lead to your destination.
`inline_link_click_ctr`	Metric	Link click-through rate on inline link clicks.
`cost_per_inline_link_click`	Metric	Average cost per inline link click.
`outbound_clicks`	Metric	Clicks that took people off Meta properties toward your site or app.
`outbound_clicks_ctr`	Metric	Outbound click-through rate.
`cost_per_outbound_click`	Metric	Average cost per outbound click.
`unique_outbound_clicks`	Metric	People who made at least one outbound click.
`inline_post_engagement`	Metric	Total engagement actions on the ad post: reactions, comments, shares, clicks.
`social_spend`	Metric	Spend on impressions that carried social context, such as a friend's like.
`full_view_impressions`	Metric	Impressions where the ad was fully on screen.
`full_view_reach`	Metric	Unique people with at least one full-view impression.

Conversions and value

10 fields

Conversion counts arrive inside actions, values inside action_values, both broken out by action type.

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Which ad sets drove purchases last week? Include ROAS and cost per purchase.

Field	Type	What it is
`actions`	Metric	Array of conversion counts by action type: purchases, leads, adds to cart and more. “purchases by campaign last week”
`action_values`	Metric	Monetary value attributed to each action type, for example purchase value.
`conversions`	Metric	Counts for custom conversions and standard events configured on the account.
`conversion_values`	Metric	Values for those custom conversions.
`cost_per_action_type`	Metric	Average cost for each action type: effectively CPA per event.
`cost_per_conversion`	Metric	Average cost per configured conversion.
`cost_per_unique_action_type`	Metric	Cost per unique person taking each action type.
`purchase_roas`	Metric	Return on ad spend for purchases across channels. “ROAS by ad set this month”
`website_purchase_roas`	Metric	ROAS for website purchases specifically.
`mobile_app_purchase_roas`	Metric	ROAS for mobile app purchases specifically.

Common action types

10 fields

These are the values you will see inside actions and action_values, and the words to use when you ask.

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How many leads and purchases did each campaign generate last week?

Field	Type	What it is
`purchase`	Dimension	A completed purchase, web or omni-channel.
`lead`	Dimension	A lead event from forms, site or instant experiences.
`complete_registration`	Dimension	A finished registration or signup.
`add_to_cart`	Dimension	An add-to-cart event.
`initiate_checkout`	Dimension	A checkout started.
`landing_page_view`	Dimension	A landing page actually loaded after the click.
`link_click`	Dimension	A click on a link in the ad.
`post_engagement`	Dimension	Any engagement with the ad post.
`video_view`	Dimension	A 3-second or longer video view.
`onsite_conversion.messaging_conversation_started_7d`	Dimension	A Messenger or WhatsApp conversation started within 7 days.

Video

10 fields

Video delivery and watch-depth metrics.

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Which campaigns have the best cost per ThruPlay this month?

Field	Type	What it is
`video_play_actions`	Metric	Times your video started playing.
`video_p25_watched_actions`	Metric	Plays reaching 25 percent of the video.
`video_p50_watched_actions`	Metric	Plays reaching 50 percent.
`video_p75_watched_actions`	Metric	Plays reaching 75 percent.
`video_p95_watched_actions`	Metric	Plays reaching 95 percent.
`video_p100_watched_actions`	Metric	Plays reaching the end.
`video_avg_time_watched_actions`	Metric	Average watch time per play, in seconds.
`video_continuous_2_sec_watched_actions`	Metric	Plays watched at least 2 continuous seconds.
`video_thruplay_watched_actions`	Metric	ThruPlays: watched to completion or at least 15 seconds. “cost per ThruPlay by campaign”
`cost_per_thruplay`	Metric	Average cost per ThruPlay.

Quality diagnostics

3 fields

Meta's relative rankings against ads competing for the same audience.

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List ads ranked below average on quality_ranking right now.

Field	Type	What it is
`quality_ranking`	Dimension	Perceived ad quality versus competitors: above average to below average.
`engagement_rate_ranking`	Dimension	Expected engagement rate versus competitors.
`conversion_rate_ranking`	Dimension	Expected conversion rate versus competitors.

Identity and settings

19 fields

Who and what: the entity fields you filter and group by.

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Which campaigns are WITH_ISSUES or paused, and when did they last change?

Field	Type	What it is
`account_id`	Dimension	The ad account ID, prefixed act_ in API calls.
`account_name`	Dimension	The ad account's display name.
`account_currency`	Dimension	Currency the account bills in: all money metrics use it.
`campaign_id`	Dimension	Campaign ID.
`campaign_name`	Dimension	Campaign name. “spend by campaign_name”
`adset_id`	Dimension	Ad set ID.
`adset_name`	Dimension	Ad set name.
`ad_id`	Dimension	Ad ID.
`ad_name`	Dimension	Ad name.
`objective`	Dimension	Campaign objective, such as OUTCOME_SALES or OUTCOME_LEADS.
`buying_type`	Dimension	AUCTION or RESERVED.
`optimization_goal`	Dimension	What delivery optimizes for: conversions, link clicks, ThruPlays and so on.
`bid_strategy`	Dimension	Bid strategy, for example LOWEST_COST_WITHOUT_CAP or COST_CAP.
`effective_status`	Dimension	Real delivery status after all checks: ACTIVE, PAUSED, WITH_ISSUES and more. “which campaigns are WITH_ISSUES”
`created_time`	Dimension	When the object was created.
`updated_time`	Dimension	When it last changed.
`daily_budget`	Dimension	Current daily budget setting, where set.
`lifetime_budget`	Dimension	Current lifetime budget setting, where set.
`attribution_setting`	Dimension	The account or ad set attribution setting in force for reported conversions.

Time

5 fields

How the window is expressed.

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Compare last_7d with the previous 7 days: spend, purchases and ROAS.

Field	Type	What it is
`date_start`	Dimension	Start of the reported range for each row.
`date_stop`	Dimension	End of the reported range for each row.
`date_preset`	Dimension	Named ranges: today, yesterday, last_7d, last_30d, this_month, last_quarter and more. “last_30d vs previous period”
`time_increment`	Dimension	Row granularity: 1 for daily, 7 for weekly, monthly, or all_days.
`time_range`	Dimension	Explicit since and until dates when a preset is not enough.

Breakdowns

19 fields

Slice any metric by these. Meta restricts some combinations; the assistant will say so when a mix is not allowed.

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Break down last month's spend by age, gender and publisher_platform.

Field	Type	What it is
`age`	Breakdown	Age bands: 18-24 through 65+. “spend by age and gender last month”
`gender`	Breakdown	male, female, unknown.
`country`	Breakdown	Country of the person reached.
`region`	Breakdown	Region or state.
`dma`	Breakdown	US designated market areas.
`impression_device`	Breakdown	Device the impression happened on: iphone, android_smartphone, desktop and more.
`device_platform`	Breakdown	mobile or desktop.
`publisher_platform`	Breakdown	facebook, instagram, audience_network, messenger. “spend by publisher_platform”
`platform_position`	Breakdown	Placement position: feed, story, reels, right_hand_column and more.
`product_id`	Breakdown	Catalog product driving the result, for catalog ads.
`hourly_stats_aggregated_by_advertiser_time_zone`	Breakdown	Hour-of-day performance in the advertiser's time zone. “performance by hour of day”
`hourly_stats_aggregated_by_audience_time_zone`	Breakdown	Hour-of-day in the audience's local time.
`frequency_value`	Breakdown	Distribution of results by how many times people saw the ad.
`ad_format_asset`	Breakdown	Which format asset delivered, for dynamic formats.
`image_asset`	Breakdown	Which image asset delivered, for dynamic creative.
`video_asset`	Breakdown	Which video asset delivered.
`title_asset`	Breakdown	Which headline asset delivered.
`body_asset`	Breakdown	Which primary text asset delivered.
`link_url_asset`	Breakdown	Which destination URL asset delivered.

Attribution windows

5 fields

Ask for any window explicitly; by default results follow attribution_setting.

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Show purchases on 1d_click versus 7d_click for last month, by campaign.

Field	Type	What it is
`1d_click`	Dimension	Conversions within 1 day of a click.
`7d_click`	Dimension	Conversions within 7 days of a click: the common default. “purchases on 7d_click vs 1d_view”
`28d_click`	Dimension	Conversions within 28 days of a click, where available.
`1d_view`	Dimension	View-through conversions within 1 day of an impression.
`7d_view`	Dimension	View-through conversions within 7 days, where available.

Good to know

Meta Ads questions.

Is this every field the Insights API has?

No, deliberately. This is the curated set people actually use, with real API names. Anything else the Meta Marketing API exposes can be requested by name in the same conversation, and the assistant will pass it through.

Which attribution window do the numbers use?

By default, whatever attribution_setting is in force on the account or ad set. Ask for a specific window, like purchases on 1d_click, and the report switches to it.

How fresh is the data?

Every question is a live API read, not a cached export. Keep in mind Meta itself can take up to 72 hours to finalize conversion counts.

Can I combine any breakdowns?

Most pairs work, for example age with gender, but Meta restricts some combinations, such as certain asset breakdowns together. When a mix is not allowed, the assistant says so and suggests the nearest allowed cut.

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