# Data Overview Facebook Ads in Coupler.io gives you access to seven report types (called entities), each designed for a different use case. Below you'll find what data is available, which metrics you can track, and how to break down your reports. ### Report types | Report type | What it contains | When to use it | | --------------------------------- | ----------------------------------------------------------------------------------- | ----------------------------------------------------------------- | | **Reports and Insights** | Performance metrics like spend, impressions, clicks, conversions, and more | Analyzing campaign performance, building dashboards, tracking ROI | | **List of Sponsored Leads** | Lead form submissions with contact details, submission time, and source campaign/ad | Tracking lead generation, syncing leads to CRM or sales workflows | | **List of Campaigns** | Campaign statuses, objectives, budgets, and scheduling details | Auditing campaign setup, monitoring active/paused campaigns | | **List of Ad Sets** | Ad set statuses, optimization goals, budgets, and targeting details | Reviewing ad set efficiency and configuration | | **List of Ads** | Individual ad statuses, bid amounts, and issue flags | Monitoring ad health and identifying problem ads | | **List of Ad Creatives** | Creative assets (images, videos, carousels) with text, links, and media details | Reviewing all available creative assets in your account | | **List of Ads with Ad Creatives** | Ads combined with their linked creative details | Analyzing which creatives drive the best results | *** ## Reports and Insights This is the most data-rich report type. It gives you access to all performance metrics, conversion tracking, and breakdowns. The sections below cover everything available in Coupler.io's metric and dimension picker for this entity. ### Dimensions (entity-related columns) Dimensions identify *what* you're reporting on. Select them to control which columns appear in your report. #### Account | Name | Description | | ---------------- | ------------------------------------------------ | | 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. | #### Campaign | Name | Description | | ------------- | --------------------------------------- | | Campaign Id | The unique identifier for the campaign. | | Campaign name | The name of the campaign. | #### Ad group (Ad set) | Name | Description | | ------------- | ------------------------------------- | | Ad group Id | The unique identifier for the ad set. | | Ad group name | The name of the ad set. | #### Ad | Name | Description | | ------- | --------------------------------- | | Ad Id | The unique identifier for the ad. | | Ad name | The name of the ad. | #### Other dimensions | Name | Description | | ----------------- | --------------------------------------------------------------------------------- | | Created date | The date the campaign, ad set, or ad was created. | | Updated date | The date the campaign, ad set, or ad was last updated. | | 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. | | 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. | > **Entity aggregation level.** Coupler.io returns insights for the lowest entity for which you selected dimensions. If you select Campaign name *and* Ad set name, the report is returned at the Ad set level. If you only select Campaign name, the report is returned at the Campaign level. > **Looking for UTM parameters?** UTM parameters (utm\_source, utm\_campaign, utm\_medium, etc.) are not available in Reports and Insights. They are part of the ad creative configuration. Use the **List of Ad Creatives** or **List of Ads with Ad Creatives** entity to access the `url_tags` and `link_url` fields. ### Available metrics #### Performance metrics | Name | Description | | --------------------------------------- | ---------------------------------------------------------------------------------------- | | Clicks | The total number of clicks on your ad. | | Impressions | The number of times your ad was on screen. | | Reach | The number of people who saw your ad at least once. | | Frequency | The average number of times each person saw your ad. | | Full view impressions | The number of times your ad was viewed in its entirety. | | Full view reach | The number of people who fully viewed your ad. | | Quality ranking | A ranking of your ad's perceived quality vs. ads competing for the same audience. | | Conversion rate ranking | A ranking of your ad's expected conversion rate vs. ads with the same optimization goal. | | Qualifying question qualify answer rate | The percentage of answers to a qualifying question that were qualifying. | #### Click metrics | Name | Description | | ---------------------------------- | ------------------------------------------------------------------------------------ | | CTR | Click-through rate (clicks / impressions). | | Unique CTR | The percentage of people who saw your ad and performed a click. | | Unique clicks | The number of people who performed a click. | | Inline link clicks | Clicks on links within the ad creative that led to a destination on or off Facebook. | | Inline link click CTR | The percentage of times people saw your ad and performed an inline link click. | | Unique inline link clicks | The number of people who performed an inline link click. | | Outbound clicks | Clicks that lead people off of Facebook-owned properties. | | Outbound clicks CTR | The percentage of times people saw your ad and performed an outbound click. | | Unique outbound clicks | The number of people who performed an outbound click. | | Unique outbound clicks CTR | The percentage of people who saw your ad and performed an outbound click. | | Website CTR | The percentage of impressions that led to clicks on your website link. | | Instant experience clicks to open | Clicks on your ad that opened an Instant Experience. | | Instant experience clicks to start | Clicks on the start button within your Instant Experience. | #### Cost metrics | Name | Description | | --------------------------------- | --------------------------------------------------------------------- | | Amount spend | Total amount spent on your campaign, ad set, or ad. | | CPC | Cost per click (link). | | CPM | Cost per 1,000 impressions. | | Cost per 1000 people reached | The average cost to reach 1,000 people. | | Cost per inline link click | The average cost per inline link click. | | Cost per inline post engagement | The average cost per inline post engagement. | | Cost per outbound click | The average cost per outbound click. | | Cost per unique click | The average cost per unique person who clicked. | | Cost per unique inline link click | The average cost per unique person who clicked an inline link. | | Cost per unique outbound click | The average cost per unique person who performed an outbound click. | | Cost per estimated ad recallers | The average cost per estimated ad recaller. | | Cost per DDA count by conversions | The average cost per conversion from a data-driven attribution model. | | Purchase ROAS | Return on ad spend from purchase conversions. | | Website purchase ROAS | Return on ad spend from website purchase conversions. | | Mobile app purchase ROAS | Return on ad spend from mobile app purchases. | | Social spend | The amount spent to deliver ads with social context. | #### Engagement metrics | Name | Description | | ----------------------- | ---------------------------------------------------------------------------------------- | | Engagement rate ranking | A ranking of your ad's expected engagement rate vs. ads competing for the same audience. | | Inline post engagement | Actions (likes, comments, shares) taken directly on the ad. | #### Video metrics | Name | Description | | ------------------------------- | ---------------------------------------------------------------------------------- | | Video views | Times your video was played for a specified duration (e.g., 2s or ThruPlay). | | Video ThruPlay | Times your video was played to completion, or for at least 15 seconds. | | Cost per Video ThruPlay | The average cost for each ThruPlay. | | 2-second continuous video plays | Times your video was played for at least 2 continuous seconds. | | 3-Second Video Views - Total | Times your video was watched for at least 3 seconds. | | 3-Second Video Views - Cost | The average cost for each 3-second video view. | | 3-Second Video Views - Unique | The number of people who watched your video for at least 3 seconds. | | 30 seconds plays | Times your video was played for at least 30 seconds (or to completion if shorter). | | Plays at 25% | Times your video was played to 25% of its length. | | Plays at 50% | Times your video was played to 50% of its length. | | Plays at 75% | Times your video was played to 75% of its length. | | Plays at 95% | Times your video was played to 95% of its length. | | Plays at 100% | Times your video was played to 100% of its length. | | 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. | | Estimated ad recall rate | Estimated percentage of people who would remember seeing your ad within two days. | | Estimated ad recallers | Estimated number of people who would remember seeing your ad within two days. | #### Conversion metrics Conversion metrics track actions that people take after seeing or clicking your ad. Every conversion event is available in up to five variants: | Variant | What it measures | | --------------- | -------------------------------------------------------- | | **Total** | The total count of conversions. | | **Unique** | The number of unique users who triggered the conversion. | | **Cost** | The average cost per conversion. | | **Unique Cost** | The average cost per unique user who converted. | | **Value** | The total monetary value from the conversion. | > **Looking for revenue / conversion value?** Use the **Value** variant of the relevant conversion event. For example, to get purchase revenue, select **Conversions: Purchases (Omni) - Value**. This corresponds to what Ads Manager shows as "Purchase conversion value." > **Looking for the "Calls placed" metric?** Use **Conversions: Call Confirmation Clicks - Total**. This tracks the number of confirmation clicks after a user taps the call button in a call ad. Small discrepancies with Ads Manager can occur due to attribution settings or reporting timezone differences. ### Conversion events Below are all available conversion events, grouped by source. #### Standard pixel events These are tracked via the Meta Pixel or Conversions API on your website. * Adds Payment Info * Adds To Cart (FB pixel) * Adds To Wishlist * Checkouts Initiated * Completed Registration * Content Views * Initiates Checkout * Landing Page Views * Leads * Link Clicks * Outbound Clicks * Purchases (FB pixel) * Searches (FB pixel) * Views Content #### Omni-channel events Cross-channel conversions that combine web, app, and offline sources. * Adds to Cart (Omni) * App Installs (Omni) * Checkouts Initiated (Omni) * Credit Spends (Omni) * Purchases (Omni) * Registrations Completed (Omni) * Searches (Omni) #### Mobile app events Tracked via the Facebook SDK in your mobile app. * Mobile App Achievements * Mobile App Adds To Cart * Mobile App Adds to Wishlist * Mobile App Applications Submitted * Mobile App Appointments Scheduled * Mobile App Canceled Subscriptions * Mobile App Checkouts * Mobile App Contacts * Mobile App Content Views * Mobile App Credit Spends * Mobile App Donations * Mobile App Feature Unlocks * Mobile App Installs * Mobile App Location Searches * Mobile App Payment Details * Mobile App Products Customized * Mobile App Purchases * Mobile App Ratings * Mobile App Recurring Subscription Payments * Mobile App Registrations * Mobile App Searches * Mobile App Starts * Mobile App Subscriptions * Mobile App Trials Started * Mobile App Tutorial Completions * Other Mobile App Actions #### Website events Tracked on your website via Pixel or Conversions API for specific actions. * Website Applications Submitted * Website Appointments Scheduled * Website Canceled Subscriptions * Website Contacts * Website Donations * Website Location Searches * Website Products Customized * Website Recurring Subscription Payments * Website Subscriptions * Website Trials Started * Web purchases * Web checkouts * Web App purchases * Web In-Store purchases #### Offline events Conversions from offline data sets (e.g., in-store transactions uploaded to Meta). * Offline App Appointments Scheduled * Offline App Location Searches * Offline Applications Submitted * Offline Canceled Subscriptions * Offline Contacts * Offline Donations * Offline Products Customized * Offline Recurring Subscription Payments * Offline Subscriptions * Offline Trials Started #### On-Facebook events Actions that happen on Facebook or Instagram properties. * Page Engagement * Page Likes * Page Photo Views * Post Comments * Post Engagement * Post Reactions * Post Saves * Post Shares * On-Facebook Purchases * On-Facebook Workflow Completions * On Facebook Applications Submitted * On Facebook Donations * On-Facebook leads coming from Messenger and Instant Forms * All On-Facebook Leads * All offsite leads plus all On-Facebook leads #### Messaging events * Messaging Conversations Started * New Messaging Conversations * Blocked Messaging Conversations #### Other events * Achievements Unlocked * App Activations * App Installs * App Uses * Applications Submitted * Appointments Scheduled * Call Confirmation Clicks * Canceled Subscriptions * Check-ins * Contacts * Credit Spends * Donations * Event Responses * In-App Ad Clicks * In-App Ad Impressions * Levels Achieved * Location Searches * Products Customized * Purchases * Ratings Submitted * Recurring Subscription Payments * Registrations Completed * Searches * Subscriptions * Trials Started * Tutorials Completed * DDA count by conversions ### Custom conversions Custom conversions let you track advertiser-defined goals based on URL rules or pixel events. They appear as a separate metric group in Coupler.io's column picker under **Custom conversions**. The exact metrics available depend on which custom conversions you've configured in your Meta ad account. Each custom conversion provides three variants: **Total**, **Cost**, and **Value**. Examples of custom conversions (account-specific — yours will differ): * Activation * Begin Registration * Complete registration * Google traffic ### Custom events Custom events are non-standard events you fire from your Pixel, SDK, or Conversions API using `fbq('trackCustom', ...)`. They appear in Coupler.io under the **Custom event** metric group. Each custom event provides three variants: **Total**, **Cost**, and **Value**. Examples of custom events (account-specific — yours will differ): * Activation * BeginRegistration * Scroll 50% > **Custom pixel events defined by the advertiser.** This is a catch-all metric available for any advertiser-defined custom pixel event. It also provides five variants: Total, Unique, Cost, Unique Cost, and Value. ### Breakdowns (dimensions) Breakdowns let you split your Reports and Insights data by specific dimensions. You can use one or combine several — but not all combinations are allowed. #### Available breakdowns | Breakdown | What it shows | | --------------------------------------------------- | ------------------------------------------------------------------------------------- | | **Age** | Performance by age group. | | **Gender** | Performance by gender. | | **Country** | Performance by country. | | **Region** | Performance by region. | | **DMA** | Performance by Designated Market Area (US only). | | **Publisher platform** | Which platform delivered your ads (Facebook, Instagram, Messenger, Audience Network). | | **Impression device** | Performance by device type (mobile, desktop, tablet). | | **Device platform** | The operating system of the device. | | **Product id** | Performance by product (for catalog/dynamic ads). | | **Frequency value** | Distribution of impressions by frequency count. | | **Hourly stats aggregated by audience time zone** | Performance by hour in the viewer's time zone. | | **Hourly stats aggregated by advertiser time zone** | Performance by hour in the advertiser's time zone. | #### Period breakdowns You can also split data by time period using **Split data by period**: * **Daily** — One row per day * **Weekly** — One row per week * **Monthly** — One row per month * **Totals only** — Aggregated totals for the entire date range ### Common metric combinations Here are some useful combinations depending on what you're tracking: * **Campaign efficiency** — Spend, Impressions, Clicks, CTR, CPC, Conversions, Cost per conversion * **Audience reach** — Reach, Frequency, Impressions + Age/Gender breakdown * **Platform comparison** — Spend, Clicks, CTR, Conversions + Publisher platform breakdown * **Geographic performance** — Spend, Impressions, Clicks, Conversions + Country/Region breakdown * **Placement analysis** — Spend, CTR, CPC + Publisher platform/Impression device breakdown * **Video performance** — Video views, ThruPlay, Plays at 25%/50%/75%/100%, Average play time * **E-commerce** — Purchases (FB pixel) Total/Value, Purchase ROAS, Adds To Cart, Checkouts Initiated *** ## List of Campaigns Structural data about your campaigns. No performance metrics — use Reports and Insights for that. #### Metrics | Name | Description | | ----------------- | ------------------------------------------------ | | budget\_remaining | The amount of budget remaining for the campaign. | #### Identification & Status | Name | Description | | ------------------ | ------------------------------------------------------------ | | id | The unique identifier for the campaign. | | name | The name of the campaign. | | Ad account name | The name of the ad account that owns the campaign. | | account\_id | The ID of the ad account. | | status | Current status (e.g., ACTIVE, PAUSED). | | configured\_status | Status as configured by the user. | | effective\_status | Final status after considering own status and other factors. | | buying\_type | Buying type (e.g., AUCTION, RESERVED). | #### Budget & Bidding | Name | Description | | ----------------------- | ------------------------------------------------ | | bid\_strategy | The bidding strategy for the campaign. | | budget\_rebalance\_flag | Whether the budget is rebalanced across ad sets. | | daily\_budget | The daily budget (in cents). | | lifetime\_budget | The lifetime budget (in cents). | | spend\_cap | The maximum amount the campaign can spend. | | can\_use\_spend\_cap | Whether a spend cap can be used. | | pacing\_type | The pacing type for budget spending. | #### Objective & Category | Name | Description | | ------------------------------ | ----------------------------------------------------------- | | objective | Campaign objective (e.g., LINK\_CLICKS, CONVERSIONS). | | special\_ad\_categories | Array of special ad categories (e.g., HOUSING, EMPLOYMENT). | | special\_ad\_category | Primary special ad category. | | special\_ad\_category\_country | Countries for which the special ad category is declared. | | smart\_promotion\_type | The type of smart promotion. | #### Scheduling | Name | Description | | ---------------------------- | --------------------------------------------- | | created\_time | Timestamp when the campaign was created. | | updated\_time | Timestamp when the campaign was last updated. | | start\_time | Campaign start time. | | stop\_time | Campaign end time. | | last\_budget\_toggling\_time | Last time the budget was toggled. | #### Promoted Object | Name | Description | | --------------------------------------------------- | ----------------------------------------------- | | promoted\_object.application\_id | The ID of the application being promoted. | | promoted\_object.custom\_conversion\_id | The ID of the custom conversion being promoted. | | promoted\_object.custom\_event\_str | The custom event string for promotion. | | promoted\_object.custom\_event\_type | The type of custom event (e.g., ADD\_TO\_CART). | | promoted\_object.event\_id | The ID of the event being promoted. | | promoted\_object.object\_store\_url | The URL of the object store. | | promoted\_object.offer\_id | The ID of the offer being promoted. | | promoted\_object.offline\_conversion\_data\_set\_id | The ID of the offline conversion data set. | | promoted\_object.page\_id | The ID of the Facebook Page being promoted. | | promoted\_object.pixel\_id | The ID of the Meta Pixel. | | promoted\_object.pixel\_rule | The rule associated with the Meta Pixel. | | promoted\_object.pixel\_aggregation\_rule | The aggregation rule for the Meta Pixel. | | promoted\_object.place\_page\_set\_id | ID of the place page set. | | promoted\_object.product\_catalog\_id | ID of the product catalog. | | promoted\_object.product\_set\_id | The ID of the product set. | | promoted\_object.retention\_days | The retention period in days. | #### Miscellaneous | Name | Description | | ------------------------------- | ------------------------------------------------------------ | | adlabels | Labels for organizational purposes. | | boosted\_object\_id | The ID of the boosted object (for boosted posts). | | brand\_lift\_studies | Brand lift studies associated with the campaign. | | can\_create\_brand\_lift\_study | Whether a brand lift study can be created. | | is\_skadnetwork\_attribution | Whether the campaign uses SKAdNetwork attribution (iOS 14+). | | issues\_info | Information about any issues with the campaign. | | recommendations | Recommendations for improving performance. | | source\_campaign\_id | The ID of the source campaign if this was copied. | | topline\_id | The ID of the topline campaign. | *** ## List of Ad Sets Structural and configuration data for your ad sets. #### Metrics | Name | Description | | ----------------- | ----------------------------------------------------------------- | | budget\_remaining | The amount of budget remaining for the ad set. | | lifetime\_imps | Total number of impressions allowed during the ad set's lifetime. | #### Identification & Status | Name | Description | | ------------------ | -------------------------------------------------------------- | | id | The unique identifier for the ad set. | | name | The name of the ad set. | | Ad account name | The name of the ad account. | | account\_id | The ID of the ad account. | | campaign\_id | The ID of the parent campaign. | | status | Current status (e.g., ACTIVE, PAUSED). | | configured\_status | Status as configured by the user. | | effective\_status | Effective status considering own status, campaign status, etc. | #### Budget & Bidding | Name | Description | | ---------------------------- | ------------------------------------------------------ | | bid\_amount | Bid amount (in cents). | | bid\_strategy | Bidding strategy (e.g., LOWEST\_COST\_WITH\_BID\_CAP). | | daily\_budget | Daily budget (in cents). | | lifetime\_budget | Lifetime budget (in cents). | | daily\_min\_spend\_target | Minimum daily spend target. | | daily\_spend\_cap | Maximum daily spend cap. | | lifetime\_min\_spend\_target | Minimum lifetime spend target. | | lifetime\_spend\_cap | Maximum lifetime spend cap. | #### Scheduling | Name | Description | | ------------- | ------------------------------------------- | | created\_time | Timestamp when the ad set was created. | | updated\_time | Timestamp when the ad set was last updated. | | start\_time | Ad set start time. | | end\_time | Ad set end time. | #### Optimization & Delivery | Name | Description | | ------------------------- | ----------------------------------------------------------- | | optimization\_goal | Optimization goal (e.g., REACH, IMPRESSIONS, LINK\_CLICKS). | | optimization\_sub\_event | Sub-event used for optimization. | | billing\_event | Event that triggers billing (e.g., IMPRESSIONS, CLICKS). | | pacing\_type | Pacing type for budget spending. | | frequency\_control\_specs | Specifications for controlling ad frequency. | | destination\_type | Destination type (e.g., WEBSITE, APP). | | attribution\_spec | Attribution specification for the ad set. | | is\_dynamic\_creative | Whether the ad set uses dynamic creative. | | creative\_sequence | Sequence of creatives to be shown to users. | #### Targeting | Name | Description | | -------------------------------------------------- | -------------------------------------------- | | targeting.age\_max | Maximum age for the target audience. | | targeting.age\_min | Minimum age for the target audience. | | targeting.custom\_audiences | Custom audiences to target. | | targeting.excluded\_custom\_audiences | Custom audiences to exclude. | | targeting.geo\_locations.countries | Countries to target. | | targeting.geo\_locations.country\_groups | Country groups to target. | | targeting.geo\_locations.location\_types | Types of geographic locations to target. | | targeting.excluded\_geo\_locations.countries | Countries to exclude. | | targeting.excluded\_geo\_locations.country\_groups | Country groups to exclude. | | targeting.excluded\_geo\_locations.location\_types | Location types to exclude. | | targeting.publisher\_platforms | Platforms (e.g., facebook, instagram). | | targeting.facebook\_positions | Placements on Facebook (e.g., feed, story). | | targeting.instagram\_positions | Placements on Instagram (e.g., feed, story). | | targeting.device\_platforms | Device platforms (e.g., mobile, desktop). | #### Promoted Object | Name | Description | | --------------------------------------------------- | ----------------------------------------------- | | promoted\_object.application\_id | The ID of the application being promoted. | | promoted\_object.custom\_conversion\_id | The ID of the custom conversion being promoted. | | promoted\_object.custom\_event\_str | The custom event string. | | promoted\_object.custom\_event\_type | The type of custom event (e.g., ADD\_TO\_CART). | | promoted\_object.event\_id | The ID of the event being promoted. | | promoted\_object.object\_store\_url | The URL of the object store. | | promoted\_object.offer\_id | The ID of the offer being promoted. | | promoted\_object.offline\_conversion\_data\_set\_id | The ID of the offline conversion data set. | | promoted\_object.page\_id | The ID of the Facebook Page being promoted. | | promoted\_object.pixel\_id | The ID of the Meta Pixel. | | promoted\_object.pixel\_rule | The rule associated with the Meta Pixel. | | promoted\_object.pixel\_aggregation\_rule | The aggregation rule for the Meta Pixel. | | promoted\_object.place\_page\_set\_id | ID of the place page set. | | promoted\_object.product\_catalog\_id | ID of the product catalog. | | promoted\_object.product\_set\_id | The ID of the product set. | | promoted\_object.retention\_days | The retention period in days. | #### Learning Stage & Misc | Name | Description | | ------------------------------------------ | --------------------------------------------------------------- | | learning\_stage\_info.status | Learning stage status (LEARNING, LEARNING\_LIMITED, COMPLETED). | | learning\_stage\_info.attribution\_windows | Attribution windows used during the learning stage. | | learning\_stage\_info.conversions | Conversions recorded during the learning stage. | | learning\_stage\_info.last\_sig\_edit\_ts | Timestamp of the last significant edit that reset learning. | | adlabels | Labels for organizational purposes. | | asset\_feed\_id | The ID of the asset feed. | | instagram\_actor\_id | The ID of the Instagram account acting as the ad's source. | | issues\_info | Information about any issues with the ad set. | | multi\_optimization\_goal\_weight | Weight for multi-optimization goals. | | recommendations | Recommendations for improving performance. | | recurring\_budget\_semantics | Whether the budget is recurring. | | review\_feedback | Feedback from the ad review process. | | rf\_prediction\_id | The ID of the reach and frequency prediction. | | source\_adset\_id | The ID of the source ad set if this was copied. | | time\_based\_ad\_rotation\_intervals | Intervals for time-based ad rotation. | | use\_new\_app\_click | Whether the new app click model is used. | *** ## List of Ads Structural data for individual ads. No performance metrics — use Reports and Insights for performance data. | Group | Name | Description | | ----------------------- | -------------------------- | ----------------------------------------------------------- | | Identification & Status | id | The unique identifier for the ad. | | | name | The name of the ad. | | | Ad account name | The name of the ad account. | | | account\_id | The ID of the ad account. | | | campaign\_id | The ID of the parent campaign. | | | adset\_id | The ID of the parent ad set. | | | creative.id | The ID of the creative used in this ad. | | | status | Current status (e.g., ACTIVE, PAUSED). | | | configured\_status | Status as configured by the user. | | | effective\_status | Effective status considering parent campaign/ad set status. | | | source\_ad\_id | The ID of the original ad if this was copied. | | Scheduling | created\_time | Timestamp when the ad was created. | | | updated\_time | Timestamp when the ad was last updated. | | | last\_updated\_by\_app\_id | The ID of the app that last updated the ad. | | | conversion\_domain | The domain used for conversion tracking. | | Miscellaneous | adlabels | Labels for organizational purposes. | | | bid\_amount | Bid amount (in cents). | | | issues\_info | Information about issues that might affect delivery. | | | preview\_shareable\_link | A shareable link to preview the ad. | | | recommendations | Recommendations for improving performance. | | | tracking\_specs | Tracking specifications for the ad. | *** ## List of Ad Creatives Creative assets, including images, videos, carousels, text, links, and media details. No performance metrics. Key dimension groups include: * **Identification & Status** — id, name, status, account\_id, actor\_id, adlabels * **Content & Body** — body (main ad text), title (headline) * **Media & Assets** — image\_hash, image\_url, video\_id, thumbnail\_id, thumbnail\_url * **Links & URLs** — link\_url, url\_tags, link\_destination\_display\_url, link\_og\_id, instagram\_permalink\_url, object\_url * **Asset Feed Specification** — dynamic creative fields including asset\_feed\_spec.bodies, asset\_feed\_spec.titles, asset\_feed\_spec.descriptions, asset\_feed\_spec.images, asset\_feed\_spec.videos, asset\_feed\_spec.call\_to\_action\_types, asset\_feed\_spec.link\_urls, and many more * **Object Story Specification** — object\_story\_id, plus nested fields for link\_data, photo\_data, video\_data, text\_data, and template\_data (including call-to-action, image crops, child attachments for carousels, branded content, etc.) * **Degrees of Freedom (Automated Enhancements)** — enrollment statuses for Meta's automated creative features like adapt\_to\_placement, add\_text\_overlay, image\_animation, image\_background\_gen, text\_optimizations, video\_to\_image, and more * **Miscellaneous** — call\_to\_action\_type, object\_type, product\_set\_id, platform\_customizations, playable\_asset\_id, template\_url, and others *** ## List of Ads with Ad Creatives Combines ad-level fields with their linked creative details. No performance metrics. This report merges the **List of Ads** dimensions (id, name, status, updated\_time, account\_id) with all **Ad Creative** dimensions prefixed with `adcreatives.` — including the full asset feed spec, object story spec, and degrees of freedom spec fields described above. > **This entity does not include performance metrics** (spend, clicks, impressions, etc.). To analyze which creatives drive the best results, create two data sources: (1) a **Reports and Insights** source at the Ad level for performance metrics, and (2) a **List of Ads with Ad Creatives** source for creative details (image URLs, thumbnails, ad text). Then use Coupler.io's data stitching (Join) to combine them on `Ad Id`. *** ## Use cases by role * **Marketers** — Track campaign performance daily, compare ad creatives, and identify top-performing audiences using demographic and platform breakdowns. * **Finance teams** — Monitor ad spend across accounts, calculate ROI with spend vs. conversion data, and export to spreadsheets for budget reconciliation. * **E-commerce managers** — Analyze product-level ad performance using Product ID breakdowns, track ROAS, and correlate ad spend with sales data. * **Business owners** — Get high-level dashboards combining spend, reach, and conversions across all campaigns without needing to open Ads Manager. ## Platform-specific notes * **Attribution windows** — Facebook attributes conversions within specific time windows (e.g., 1-day view, 7-day click). You can configure this in Coupler.io under Advanced settings — either inherit your ad account defaults or specify manually. Mismatched attribution settings are the most common cause of data discrepancies. If nothing is selected in Coupler.io, a **7-day click** window is used by default. * **Data latency** — The Facebook Ads API may not have complete data for the most recent 1–2 days. For reliable reporting, use yesterday's date or earlier as your end date. * **Incompatible breakdowns** — Some breakdown combinations are not supported by the Facebook API. For example, you cannot combine demographic breakdowns (age, gender) or geographic breakdowns (country, region) with hourly breakdowns. If you select an incompatible combination, the import may fail. * **Action breakdown inflation** — When using action breakdowns (like action type or action destination), the sum of broken-down values may exceed the total. This is because a single action can be attributed to multiple breakdown values. * **Ad insights timezone** — Ad insights data is retrieved in the ad account's timezone.