Meta Ads Metrics
Base fields go into the Graph /insights fields=…. Some keys are virtual (metaParams.VIRTUAL_FIELDS): they pull actions / action_values and are normalized into the matrix.
Base Insights
| Key | Type | Description |
|---|---|---|
spend | currency | Spend |
impressions | number | Impressions |
clicks | number | Clicks (all) |
ctr | percent | CTR |
cpc | currency | CPC |
cpm | currency | CPM |
reach | number | Reach |
frequency | number | Frequency |
inline_link_clicks | number | Link clicks |
Virtual (actions / action_values)
| Key | Source | Description |
|---|---|---|
results / conversions | actions | Target results |
cost_per_result | computed | spend / results |
purchases | actions (purchase) | Purchases |
purchase_value | action_values | Purchase value |
purchase_roas | computed | purchase_value / spend |
mobile_app_purchases | actions | In-app purchases |
mobile_app_purchase_value | action_values | |
mobile_app_purchase_roas | computed | |
outbound_clicks | actions | Outbound clicks |
landing_page_views | actions | LPV |
Also: cost_per_action_type, cost_per_conversion; colon notation like actions:lead, etc.
Video (Pass-through / Normalize)
Keys like the following appear in the UI/matrix:
video_p25_watched_actions…video_p100_watched_actionsvideo_thruplay_watched_actionsvideo_avg_time_watched_actions
Do not use made-up aliases like video_plays / video_p25_watched / post_likes — they don't exist as first-class virtuals in metaParams.
Creative / Budget (Virtual Dimensions)
creative_thumbnail, creative_body, creative_link, creative_image_url, video_id, campaign_budget, adset_budget, …
Not in the Catalog
creative_id, creative_cta — UNSUPPORTED_FIELDS.
Related
- Actions & Conversions
- Breakdowns
- Data:
docs/data/connectors/meta-ads.ts· SoT:metaParams.js,RunnerMatrixNormalize.gs