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

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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

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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.

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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.

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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.

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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

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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.

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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.