Facebook Ads
Dashboard and Reporting Software

The Omni Purchase metric encompasses purchases from all advertising channels.

In Metric Builder, under Actions/Action Values, you’ll find both Purchase and Purchases listed. Purchase represents a standard event that comes from mobile app events, while Purchases represents outcomes connected to Facebook Pixel conversions.

This distinction applies similarly to other action types like Add to Cart, Initiate Checkout, and Leads.

The ‘Estimated Ad Recallers’ metric (an estimate of the number of people who would remember seeing your ad within a two-day period) is only available for assets in the Brand awareness, Post engagement and Video views Objectives. To obtain results for this custom metric in Metric Builder for Facebook Ads, a selection of a dimension field (campaign or ad) is required. Otherwise, no value will be returned.

Due to technical limitations, it is not currently possible to breakdown Custom Conversions by Ad, Campaign, or other Dimensions using the Metric Builder for Facebook Ads (Pixels).

Due to technical limitations “Offline” conversions are currently not supported in Databox.

Due to technical limitations,”Offline” and “Mobile App” Pixels from Facebook Ads Pixel are currently not supported in Databox.

The ‘Media creatives’ feature is available for all Facebook Ads ‘by Ad’ basic dimensional metrics (for example – ‘Impressions by Ad’, ‘Amount Spent by Ad’, etc.). Feature is supported only on the ‘Table’ visualization.
Supported metrics:
Reach by Ad by Ad
Impressions by Ad
Amount Spent by Ad
Frequency by Ad
CPP by Ad
CPM by Ad
Post Reactions by Ad
Post Comments by Ad
Post Shares by Ad
Link Clicks by Ad
Page Likes by Ad
Clicks (All) by Ad
CTR (All) by Ad
CPC (All) by Ad
CTR (Link Click-Through Rate) by Ad
Leads by Ad
Purchase ROAS (Return on Ad Spend) by Ad
Purchases by Ad
Purchases Conversion Value by Ad
App Installs by Ad
Cost Per App Install by Ad
Adds to Cart by Ad
Adds to Cart Conversion Value by Ad

A number of metrics for the Facebook Ads integration are Non-Aggregatable (this includes corresponding dimensions by Campaign, by Ad or by Ad Set). This means that due to the nature of these metrics, summing together daily/weekly/monthly values will not give correct total results for longer time periods. These metrics are:

• Reach
• Amount Spent
• Frequency
• CPP
• CPM
• CTR (all)
• CPC (all)
• CTR (Link Click-Through Rate)
• Purchase ROAS (Return on Ad Spend)
• Cost Per App Install

No-reset metrics (metrics that are not reset to value 0 with every new day) for the Facebook Ads integration (including the corresponding dimension by Campaign, by AdSet, and by Ad) are:

• CPP
• CPM
• CTR (All)
• CPC (All)
• CTR (Link Click-Through Rate)

Unlike the Metric Builder Pixels tab, which retrieves data from the Events Manager in Facebook Ads, custom conversions shown in the ‘Results’ section can be retrieved via the Metric Builder ‘Ads Reporting’ tab. In Metric Builder, this can be accessed by selecting ‘Actions’ in the ‘Metric’ field > ‘Custom Conversions defined by the advertiser’ in the ‘Action Type’ field.

Each Custom Conversion defined by the advertiser will have a unique ID assigned, which is linked to a specific conversion event. To find the ID associated with the conversion event you want to report on, go to the Events Manager/Custom Conversions tab, where the ID will be displayed alongside the custom conversion name.

When Databox retrieves campaign data through Facebook API, it assigns each campaign a unique trailing ID number. This distinction helps prevent campaign duplicates within Databox. When setting up filters in Metric Builder to refine data based on campaign names, this ID should not be applied. Pasting the ID in the filter will lead to an empty data preview. Therefore, when working with filters to include or exclude campaigns (as well as Ads or Ad Sets), ensure you only input the actual campaign names without the ID.

Due to an API limitation Custom Metrics built using the Metric Builder for Facebook Ads (Pixels) will have 28 days of historical data available from the time when the metric is created/used in your account. Over time, as data continues to sync, it will accumulate for longer periods (Date Ranges).

Renaming Campaigns, Ads or similar entities in Facebook Ads will result in Databox recognizing the new name as a separate Campaign, Ad, etc. This means that previously synced data in Databox will not be automatically updated to the new name. Instead, the renaming can result in duplicated values for metrics grouped by campaigns, as well as for standard (non-dimensional) metrics.

If the selected Date Range includes the period when the old naming was in use for a dimension in the Data Source, both the old and the new versions/names of the same dimension (Campaign, Ad, etc.) will be displayed in Databox as two separate entities.

This behavior is expected because the Databox system accumulates data over time. To address this issue, consider using the ‘Purge Data Source’ option, which clears previously accumulated data and syncs the latest data, BUT keep in mind that purging a Data Source can result in loss of important historical data.

You may notice that the values for the basic Purchase ROAS metric in Databox don’t match what you’re seeing in the Facebook Ads Manager. However, creating a custom ROAS metric – by dividing Purchase Conversion Value by Amount Spent – will provide a more accurate result.

This is because the basic Purchase ROAS metric in Databox specifically reflects Website Purchase ROAS. It uses conversion value data based only on website events tracked by Facebook.

On the other hand, the ROAS metric in your Ads Manager report likely includes purchases from all channels (not just website purchases), which is why the numbers may differ.

To replicate that broader ROAS metric in Databox:

• Go to the Ads Reporting tab in Metric builder for Facebook Ads.
• Select Action Values > Omni Purchase to create a custom Purchase Conversion Value metric.
• Use Data calculations to create a calculated metric dividing this custom value by the basic Amount Spent metric.

This will give you a ROAS figure that aligns more closely with what you see in Ads Manager.

Facebook allows users to visualize data on a campaign/ad set/ad level even when multiple attributions are used, however, the total value across all of them will not be shown to the user.

This is the case for both native and custom reports in Facebook Ads Manager. This behavior only affects ‘outcome’ metrics, i.e. those that show up under the Results column in Facebook Ads, including Purchases (or are calculated using one of those metrics, e.g. Cost per Purchase).

For users who want to report on data that uses multiple attribution settings across campaigns/ad sets/ads, the Metric Builder can be used to pull in the metric values using the appropriate attribution settings. Otherwise, the values displayed in Databox are retrieved from the API with a unified attribution setting applied. These values in Databox will likely not match values in Facebook Manager, since they are calculated in different ways.

Facebook Ads display 25 hours within one day, which can lead to data inconsistencies when comparing data from FB Ads to data in Databox, where the same timeframe is limited to 24 hours. This means that a discrepancy can be observed in Databox, even though the data is accurate, due to the particularities of how the Event Manager charts display and aggregate the numbers.

The availability of daily values in Databox will differ depending on the option chosen in the metric selector for Pixels.

For Custom Conversions, only the aggregated total value for the selected Date Range is pulled into Databox, meaning detailed values for sub-periods like daily or hourly periods will not be available. On the other hand, Events Received provides granular values down to the hour, enabling aggregation into larger time frames such as daily or weekly.

When reporting on Campaign metrics from Facebook Ads, such as Spent, Impressions, and CTR per Campaign, the displayed campaigns will include both the campaign name and a unique ID number. This is intentional and cannot be removed. The purpose is to distinguish potential duplicates – campaigns that share the same name in Facebook—by using a unique ID to identify them. Without this differentiation, attempting to retrieve data for multiple campaigns with identical names would lead to errors.