Welcome to Incremental’s Facebook Ads Guide.
In this document, you’ll be able to read the Incremental and partner definitions of specific data types, compare their origin fields in the partner channel, and learn about data availability for that channel. Click on the section below to get started.
Facebook Ads Data Availability
| Incremental | Facebook Ads | ||
| Module / Dashboard | Partner Source | TW Availability | Notes |
| Marketing | API | Daily | Data updated by 10am ET for the prior day's data (with 14-day lag for fully-stated data to account for attribution window) |
Facebook Ads Terminology
| Incremental Metric | Facebook Ads Definition | Module / Dashboard |
| Attributed Sales | Total purchase value | Marketing |
| Clicks | Clicks | Marketing |
| Conversions | Purchases | Marketing |
| Cost | Cost | Marketing, Finance |
| Impressions | Impressions | Marketing |
| Engagements | Clicks | Marketing |
| Search Term* | N/A | N/A |
| Product ID* | N/A | N/A |
| Channel Company ID | Ad Account ID | Product Catalog |
*Facebook's Advertising API does not provide visibility into search term or product ID performance, as offsite conversions cannot be attributed to a specific search term or product ID.
Frequently Asked Questions
How are attribution and conversion metrics calculated?
Incremental’s data reflects Facebook Ads’ attribution and conversion values. Facebook allows advertisers to define attribution and conversion settings at the ad set level. Due to Facebook’s reporting limitations, sales associated with offsite conversion values are not tracked at this time. The data made available in the Incremental platform is reflective of these settings. See Facebook’s documentation for more information.
Why do attributed metrics (e.g. ad-attributed revenue) change over time?
Each conversion action is assigned a conversion window to track conversions generated within a given timeframe after an action is performed. Given that there may be a delay between an ad interaction occurring and a conversion being attributed to it, the data associated with said conversion may appear several days later.
What types of data can I expect to see with a Facebook Ads connection?
This integration provides campaign-level performance metrics for all campaigns launched via Facebook Ads Manager, including segmentation by both demographic (age/gender) and location.
Have another question? Click here to reach out to our support team.