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Facebook Ads field changes - October 30, 2024

Meta will be deprecating most unique conversion metrics by October 30, 2024. See also Meta's announcement of the changes.


This will impact the Supermetrics Facebook Ads data source and requires that we sunset fields we support based on these upcoming deprecations.


This article contains a full description of all the updates and what you need to do to prevent any possible issues.

Special note for data warehouse users

Standard table groups will not be updated at this time, which means that the deprecated fields will return empty values after October 30, 2024. Backfilling data after the sunset date will also overwrite data with empty values and should be avoided.


Keep in mind that removing fields from your custom tables can lead to that field being removed from your tables in the data warehouse, in particular, if you're using our BigQuery, Snowflake, Azure Synapse, Azure SQL DB, Redshift, or AlloyDB integrations listed in your storage destinations on the Supermetrics Hub.


For other destinations, such as the direct BigQuery integration on Google Cloud, AWS S3, Google Cloud Storage, Azure Storage, and SFTP, only shards and files are overwritten for the dates you're backfilling and transferring daily within your refresh window.


If you want to preserve the historical data of those fields in your destination, you have two options:

  • Keep the affected fields in the custom table, and they will start returning empty values after October 30. If there are replacement fields available, you can add them to the custom table and continue using your custom table as before in your reports.
    Note that if you run a backfill after October 30, 2024 for such custom tables to fetch historical data, such as for year 2023, this might also overwrite your historical data for the affected fields with empty values.
  • Rename your custom tables in the Table Manager and make the necessary changes to the custom table according to the information in this article in case your custom table contains combinations of fields that will lead to transfer failures after October 30, 2024. Renaming custom tables in the Table Manager will lead to new tables or files being generated in your destination.
    • If any of your reporting is dependent on the affected custom tables, you'll either need to point the reports to the new tables, or combine the data of the new tables with the tables that contain your historical data (using SQL, ETL tool, or by combining the data inside a BI tool), so that your reports contain both the historical and the latest data.
    • Note that you need to rename the custom tables, not the table group. Renaming the table group won't have any impact on the transfer, and this scenario would lead to you losing data for the fields you removed or replaced in your custom tables.

Unique conversion metrics not impacted

The following unique conversions are unaffected by the deprecations and will continue to work:

  • Unique link clicks
  • Unique outbound clicks
  • Unique CTR (link click-through rate)
  • Unique outbound CTR
  • Unique clicks (all)
  • Unique CTR (all)
  • Cost per unique link click
  • Cost per unique outbound click
  • Cost per unique click (all)
  • Unique inline link clicks


Deprecated metrics

The following fields will be deprecated on October 30, 2024, and will no longer return results after that date. While including these in queries won't break them, we recommend you remove the fields as they will no longer provide value.


In most cases we have the non-unique versions of the conversion still available, and you can use that as the replacement.


Field nameField ID
People taking actionunique_actions

UniqueActions

People taking action rate %uniqueactionrate_perc

UniqueActionRate

Unique conversions within 1 day of viewunique_actions_1d_view
Unique conversions within 7 days of viewunique_actions_7d_view
Unique conversions within 28 days of viewunique_actions_28d_view
Unique conversions within 1 day of clickunique_actions_1d_click
Unique conversions within 7 days of clickunique_actions_7d_click
Unique conversions within 28 days of clickunique_actions_28d_click
Social clicks (all) (deprecated)socialclicks

SocialClicks

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.

Unique social clicks (all) (deprecated)uniquesocialclicks

UniqueSocialClicks

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.

Cost per unique link clickcost_per_unique_link_click

Redundant with UCPLC version. Please use that instead.
Page mentions (deprecated)mention

action_mention

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.

Unique page mentions (deprecated)unique_action_mention

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Cost per unique page mention (deprecated)cost_per_unique_page_mention

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Cost per page mention (deprecated)cost_per_page_mention

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Page tab views (deprecated)tab_view

action_tab_view

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.

Unique page tab views (deprecated)unique_action_tab_view

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Cost per unique page tab view (deprecated)cost_per_unique_page_tab_view

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Cost per page tab view (deprecated)cost_per_page_tab_view

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Unique page engagementsunique_action_page_engagement
Cost per unique page engagementcost_per_unique_action_page_engagement
Unique page likesunique_action_like
Cost per unique page likecost_per_unique_page_like
Unique post commentsunique_action_comment
Cost per unique post commentcost_per_unique_post_comment
Unique post engagementsunique_action_post_engagement
Cost per unique post engagementcost_per_unique_post_engagement
Unique post reactionsunique_action_post_reaction
Cost per unique post reactioncost_per_unique_post_reaction
Unique post sharesunique_action_post
Cost per unique post sharecost_per_unique_post_share
Unique photo viewsunique_action_photo_view
Cost per unique photo viewcost_per_unique_photo_view
Unique event responsesunique_action_rsvp
Cost per unique event responsecost_per_unique_event_response
Offer claimsaction_receive_offer

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Unique offer claimsunique_action_receive_offer
Cost per offer claimcost_per_offer_claim

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Cost per unique offer claimcost_per_unique_offer_claim
Unique check-insunique_action_checkin
Cost per unique check-incost_per_unique_checkin
Unique landing page viewsunique_landing_page_view
Unique three-second video viewsunique_action_video_view
Cost per unique video viewcost_per_unique_video_view
Unique clicks to play videounique_action_video_play
Unique page stories engagementsunique_action_page_story
Unique post stories engagementsunique_action_post_story
Unique instagram profile engagementsunique_action_instagram_profile_engagement
Unique conversionsunique_action_onsite_conversion
Unique adds to cartunique_action_add_to_cart
Unique store visits with dwellunique_action_store_visit_with_dwell
Unique completed registrationsunique_action_complete_registration
Unique purchasesunique_action_purchase
Unique searchesunique_action_search
Unique content viewsunique_action_view_content
Unique initiated checkoutsunique_action_initiate_checkout
Unique payment info addsunique_action_add_payment_info
Unique adds to wishlistunique_action_add_to_wishlist
Unique leadsunique_action_lead
Unique subscribesunique_action_subscribe
Unique credit spendsunique_action_credit_spent
Cost per unique credit spend actioncost_per_unique_credit_spend_action
Unique game playsunique_action_games.plays
Cost per unique game playcost_per_unique_game_play
Unique desktop app engagementsunique_action_app_engagement
Cost per unique desktop app engagementcost_per_unique_desktop_app_engagement
Unique desktop app installsunique_action_app_install
Cost per unique desktop app installcost_per_unique_desktop_app_install
Unique desktop app story engagementsunique_action_app_story
Cost per unique desktop app story engagementcost_per_unique_desktop_app_story_engagement
Unique desktop app usesunique_action_app_use
Cost per unique desktop app usecost_per_unique_desktop_app_use
Unique desktop adds to cartunique_action_onsite_app_add_to_cart
Unique desktop content viewsunique_action_onsite_app_view_content
Unique desktop purchasesunique_action_onsite_app_purchase
Unique website conversionsunique_action_offsite_conversion
Unique website engagementsunique_action_offsite_engagement
Unique mobile app achievements unlockedunique_action_app_custom_event.fb_mobile_achievement_unlocked
Cost per unique mobile app achievement unlockedcost_per_unique_mobile_app_achievement_unlocked
Unique mobile app actionsunique_action_app_custom_event
Unique mobile app adds of payment infounique_action_app_custom_event.fb_mobile_add_payment_info
Cost per unique mobile app payment info addcost_per_unique_mobile_app_payment_info_add
Unique mobile app adds to cartunique_action_app_custom_event.fb_mobile_add_to_cart
Cost per unique mobile app add to basketcost_per_unique_mobile_app_add_to_basket
Unique mobile app adds to wishlistunique_action_app_custom_event.fb_mobile_add_to_wishlist
Cost per unique mobile app add to wishlistcost_per_unique_mobile_app_add_to_wishlist
Unique mobile app checkouts initiatedunique_action_app_custom_event.fb_mobile_initiated_checkout
Cost per unique mobile app checkout initiatedcost_per_unique_mobile_app_checkout_initiated
Unique mobile app content viewsunique_action_app_custom_event.fb_mobile_content_view
Cost per unique mobile app content viewcost_per_unique_mobile_app_content_view
Unique mobile app credits spentunique_action_app_custom_event.fb_mobile_spent_credits
Cost per unique mobile app credit spentcost_per_unique_mobile_app_credit_spent
Unique mobile app installsunique_action_mobile_app_install
Cost per unique mobile app installcost_per_unique_mobile_app_install
Unique mobile app levels completedunique_action_app_custom_event.fb_mobile_level_achieved
Cost per unique mobile app level completedcost_per_unique_mobile_app_level_completed
Unique mobile app purchasesunique_action_app_custom_event.fb_mobile_purchase
Cost per unique mobile app purchasecost_per_unique_mobile_app_purchase
Unique mobile app ratings submittedunique_action_app_custom_event.fb_mobile_rate
Cost per unique mobile app rating submittedcost_per_unique_mobile_app_rating_submitted
Unique mobile app registrations completedunique_action_app_custom_event.fb_mobile_complete_registration
Cost per unique mobile app registration completedcost_per_unique_mobile_app_registration_completed
Unique mobile app searchesunique_action_app_custom_event.fb_mobile_search
Cost per unique mobile app searchcost_per_unique_mobile_app_search
Unique mobile app sessionsunique_action_app_custom_event.fb_mobile_activate_app
Cost per unique mobile app sessioncost_per_unique_mobile_app_session
Unique mobile app tutorials completedunique_action_app_custom_event.fb_mobile_tutorial_completion
Cost per unique mobile app tutorial completedcost_per_unique_mobile_app_tutorial_completed
Unique mobile app retentionsunique_action_mobile_app_retention
Unique mobile app ROASunique_action_mobile_app_roas
Other unique mobile app actionsunique_action_app_custom_event.other
Cost per other unique mobile app actioncost_per_other_unique_mobile_app_action
Unique web app eventsunique_action_onsite_web_app_event
Unique web app adds to cartunique_action_onsite_web_app_add_to_cart
Unique web app content viewsunique_action_onsite_web_app_view_content
Unique web app purchasesunique_action_onsite_web_app_purchase
Unique web adds to cartunique_action_onsite_web_add_to_cart
Unique web content viewsunique_action_onsite_web_view_content
Unique web purchasesunique_action_onsite_web_purchase
Unique Omni app installsunique_action_omni_app_install
Unique Omni purchasesunique_action_omni_purchase
Unique Omni adds to cartunique_action_omni_add_to_cart
Unique Omni completed registrationsunique_action_omni_complete_registration
Unique Omni content viewsunique_action_omni_view_content
Unique Omni searchesunique_action_omni_search
Unique Omni initiated checkoutsunique_action_omni_initiated_checkout
Unique Omni achievement unlocksunique_action_omni_achievement_unlocked
Unique Omni app activationsunique_action_omni_activate_app
Unique Omni level completedunique_action_omni_level_achieved
Unique Omni ratesunique_action_omni_rate
Unique Omni credit spendsunique_action_omni_spend_credits
Unique Omni completed tutorialsunique_action_omni_tutorial_completion
Unique Omni custom actionsunique_action_omni_custom
Messaging reply ratemessaging_reply_rate

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.
Cost per messaging replycost_per_messaging_reply

Note that this field has been unsupported for some time. We're now properly marking it as deprecated.


New fields and functionalities

We're also taking this opportunity to add some popular requests and fix some known points of confusion.

  • New fields added:
    • Estimated call confirmation clicks
    • Messaging subscription
    • Messenger calls placed
    • 20-second Messenger calls
    • 60-second Messenger calls
    • Cost per messaging conversations started
  • Fields renamed:
    • New messaging conversions within 7 days → Messaging conversations started
    • Blocked message conversations → Blocked messaging conversations
    • New messaging conversations → New messaging contacts
    • Cost per new messaging conversation → Cost per new messaging contact
  • Support for first conversion attribution added


These items will be added during the month of October leading up to the sunset dates.


We're here for you

If you have any questions or concerns about this change, contact our support team.

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