On April 30, 2019, Facebook Ads API has removed a long list of metrics from its user interface. The change was due to a rising amount of complaints from marketers claiming these metrics are outdated, redundant, non-insightful and not suited for “actionable insights on creative, audience and optimization strategies, according to Facebook.
The following list outlines all the Facebook ads-related metrics that are effectively gone from Whatagraph. Please consider removing or replacing these metrics in your reports.
Facebook metric name | Whatagraph metric name -> Replacement
offsite_conversion | Total Conversions -> No replacement
offsite_conversion.add_to_cart | Adds to Cart -> No replacement
offsite_conversion.checkout | Checkouts -> No replacement
offsite_conversion.key_page_view | Key Page Views -> No replacement
offsite_conversion.lead | Leads -> No replacement
offsite_conversion.other | Other Website Conversions -> No replacement
offsite_conversion.registration | Registrations -> No replacement
offsite_conversion | Conversion value -> No replacement
offsite_conversion.add_to_cart | Adds to Cart Value -> No replacement
offsite_conversion.checkout | Checkouts Value -> No replacement
offsite_conversion.key_page_view | Key Page Views Value -> No replacement
offsite_conversion.lead | Leads Value -> No replacement
offsite_conversion.other | Other Website Conversions Value -> No replacement
offsite_conversion.registration | Registrations Value -> No replacement
offline_conversion.purchase | Cost per offline purchase -> No replacement
offsite_conversion.fb_pixel_search | Cost per website search -> Total spent/Searches
offsite_conversion.fb_pixel_add_payment_info | Cost per website payment info add -> No replacement
offsite_conversion.fb_pixel_add_to_cart | Cost per website add to basket -> Total spent/Adds to Wishlist
offsite_conversion.fb_pixel_add_to_wishlist | Cost per website add to wishlist -> Total spent/Adds to Wishlist
offsite_conversion.fb_pixel_initiate_checkout | Cost per website checkout initiated -> Total spent/Initiates Checkout
offsite_conversion.fb_pixel_view_content | Cost per website content views -> Total spent/View Content
offsite_conversion.fb_pixel_lead | Cost per website lead -> Total spent/Pixel Leads
offsite_conversion.fb_pixel_complete_registration | Cost per completed website registration -> Total spent/Completed Registration
onsite_conversion.purchase | Cost per On-Facebook purchase -> No replacement
spend/offsite_conversion | Cost per conversion (WG custom) -> No replacement
offsite_conversion/landing_page_view * 100 | Conversion rate by landing page views (WG custom) -> No replacement
offsite_conversion.fb_pixel_purchase | Cost per website purchase -> Total spent/Website Purchases
We have also introduced some new metrics into our system that will be helpful following the Facebook Ads API change:
Cost per 15 second view
Cost per 2 sec continuous view
Cost per thruplay
Instant experience open clicks
Instant experience start clicks
Instant experience outbound clicks
Social spend
Unique link clicks CTR
Video 15 sec watched actions
Video continuous 2 sec watched actions
Video play actions
Video thruplay watched actions