Below are the fields Alight Analytics considers standard for Facebook Ads | Conversion dataset. By default, this dataset is scheduled to pull yesterday and the previous 28 days data to align with the Facebook's default conversion window.
All descriptive fields are also available in the Facebook Ads | Ads dataset to allow easy analysis/reporting for ad performance metrics.
Facebook Ads data also includes Instagram Ads if you are advertising on both platforms.
The conversions that are being counted in this dataset will be anything that you see under "action_type" with the word "conversion" in the name from this link. See the screen shot after the dataset fields table for quick reference.
NOTE: Due to the process applied by Facebook that allows users to opt in and out of tracking, the conversion numbers in legacy datasets might not match the data that you see in the Facebook user interface (more information available in this help center article). If you are seeing this type of discrepancy in your Facebook Ads dataset, you can submit a ticket to our Data Support team to update your dataset so that the statistical model applied in the Facebook user interface is also applied to the data that we receive from the API. All Facebook conversion datasets that were activated from August 2021 forward will automatically have the statistical model applied to the conversion numbers. If your dataset was activated on or after August 1, 2021 and you are still seeing a discrepancy, please submit a ticket and we will be happy to look into it for you.
This dataset can be automatically activated without a ticket through Dataset Activation.
| Field | Type | Description |
| Report Date | DATE | The date the activity occurred |
| Campaign | STRING | The campaign name |
| Campaign ID | BIGINT | The campaign ID |
| Account ID | BIGINT | The account ID |
| Account | STRING | The account name |
| Ad Set | STRING | A group of ads |
| Ad Set ID | BIGINT | The ad set ID |
| Ad | STRING | The ad name |
| Ad ID | BIGINT | The ad ID |
| Publisher Platform | STRING | The platform where the ad was viewed |
| Device Position | STRING | The type of device, mobile or desktop, used by people when they viewed or clicked on an ad, as shown in ads reporting. |
| Platform Position | STRING | The location on the platform the ad was viewed |
| Impression Device | STRING | The device where your last ad was served to someone on Facebook. |
| Placement | STRING | Combination of publisher, device, and position |
| Objective | STRING | The objective given to the campaign |
| Conversion Name | STRING | The name of the conversion |
| Conversions | DECIMAL | The number of conversions |
| Conversion Value | DECIMAL | The value associated to the conversions |
| Insert Date | TIMESTAMP | ChannelMix Field: when the row was inserted into the dataset |
| ChannelMix Profile | STRING | ChannelMix Field: the ChannelMix Profile associated to the data |
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