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 name | Field ID |
|---|---|
| People taking action | unique_actions UniqueActions |
| People taking action rate % | uniqueactionrate_perc UniqueActionRate |
| Unique conversions within 1 day of view | unique_actions_1d_view |
| Unique conversions within 7 days of view | unique_actions_7d_view |
| Unique conversions within 28 days of view | unique_actions_28d_view |
| Unique conversions within 1 day of click | unique_actions_1d_click |
| Unique conversions within 7 days of click | unique_actions_7d_click |
| Unique conversions within 28 days of click | unique_actions_28d_click |
| Social clicks (all) (deprecated) | socialclicks SocialClicks |
| Unique social clicks (all) (deprecated) | uniquesocialclicks UniqueSocialClicks |
| Cost per unique link click | cost_per_unique_link_click Redundant with UCPLC version. Please use that instead. |
| Page mentions (deprecated) | mention action_mention |
| 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 |
| 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 engagements | unique_action_page_engagement |
| Cost per unique page engagement | cost_per_unique_action_page_engagement |
| Unique page likes | unique_action_like |
| Cost per unique page like | cost_per_unique_page_like |
| Unique post comments | unique_action_comment |
| Cost per unique post comment | cost_per_unique_post_comment |
| Unique post engagements | unique_action_post_engagement |
| Cost per unique post engagement | cost_per_unique_post_engagement |
| Unique post reactions | unique_action_post_reaction |
| Cost per unique post reaction | cost_per_unique_post_reaction |
| Unique post shares | unique_action_post |
| Cost per unique post share | cost_per_unique_post_share |
| Unique photo views | unique_action_photo_view |
| Cost per unique photo view | cost_per_unique_photo_view |
| Unique event responses | unique_action_rsvp |
| Cost per unique event response | cost_per_unique_event_response |
| Offer claims | action_receive_offer Note that this field has been unsupported for some time. We're now properly marking it as deprecated. |
| Unique offer claims | unique_action_receive_offer |
| Cost per offer claim | cost_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 claim | cost_per_unique_offer_claim |
| Unique check-ins | unique_action_checkin |
| Cost per unique check-in | cost_per_unique_checkin |
| Unique landing page views | unique_landing_page_view |
| Unique three-second video views | unique_action_video_view |
| Cost per unique video view | cost_per_unique_video_view |
| Unique clicks to play video | unique_action_video_play |
| Unique page stories engagements | unique_action_page_story |
| Unique post stories engagements | unique_action_post_story |
| Unique instagram profile engagements | unique_action_instagram_profile_engagement |
| Unique conversions | unique_action_onsite_conversion |
| Unique adds to cart | unique_action_add_to_cart |
| Unique store visits with dwell | unique_action_store_visit_with_dwell |
| Unique completed registrations | unique_action_complete_registration |
| Unique purchases | unique_action_purchase |
| Unique searches | unique_action_search |
| Unique content views | unique_action_view_content |
| Unique initiated checkouts | unique_action_initiate_checkout |
| Unique payment info adds | unique_action_add_payment_info |
| Unique adds to wishlist | unique_action_add_to_wishlist |
| Unique leads | unique_action_lead |
| Unique subscribes | unique_action_subscribe |
| Unique credit spends | unique_action_credit_spent |
| Cost per unique credit spend action | cost_per_unique_credit_spend_action |
| Unique game plays | unique_action_games.plays |
| Cost per unique game play | cost_per_unique_game_play |
| Unique desktop app engagements | unique_action_app_engagement |
| Cost per unique desktop app engagement | cost_per_unique_desktop_app_engagement |
| Unique desktop app installs | unique_action_app_install |
| Cost per unique desktop app install | cost_per_unique_desktop_app_install |
| Unique desktop app story engagements | unique_action_app_story |
| Cost per unique desktop app story engagement | cost_per_unique_desktop_app_story_engagement |
| Unique desktop app uses | unique_action_app_use |
| Cost per unique desktop app use | cost_per_unique_desktop_app_use |
| Unique desktop adds to cart | unique_action_onsite_app_add_to_cart |
| Unique desktop content views | unique_action_onsite_app_view_content |
| Unique desktop purchases | unique_action_onsite_app_purchase |
| Unique website conversions | unique_action_offsite_conversion |
| Unique website engagements | unique_action_offsite_engagement |
| Unique mobile app achievements unlocked | unique_action_app_custom_event.fb_mobile_achievement_unlocked |
| Cost per unique mobile app achievement unlocked | cost_per_unique_mobile_app_achievement_unlocked |
| Unique mobile app actions | unique_action_app_custom_event |
| Unique mobile app adds of payment info | unique_action_app_custom_event.fb_mobile_add_payment_info |
| Cost per unique mobile app payment info add | cost_per_unique_mobile_app_payment_info_add |
| Unique mobile app adds to cart | unique_action_app_custom_event.fb_mobile_add_to_cart |
| Cost per unique mobile app add to basket | cost_per_unique_mobile_app_add_to_basket |
| Unique mobile app adds to wishlist | unique_action_app_custom_event.fb_mobile_add_to_wishlist |
| Cost per unique mobile app add to wishlist | cost_per_unique_mobile_app_add_to_wishlist |
| Unique mobile app checkouts initiated | unique_action_app_custom_event.fb_mobile_initiated_checkout |
| Cost per unique mobile app checkout initiated | cost_per_unique_mobile_app_checkout_initiated |
| Unique mobile app content views | unique_action_app_custom_event.fb_mobile_content_view |
| Cost per unique mobile app content view | cost_per_unique_mobile_app_content_view |
| Unique mobile app credits spent | unique_action_app_custom_event.fb_mobile_spent_credits |
| Cost per unique mobile app credit spent | cost_per_unique_mobile_app_credit_spent |
| Unique mobile app installs | unique_action_mobile_app_install |
| Cost per unique mobile app install | cost_per_unique_mobile_app_install |
| Unique mobile app levels completed | unique_action_app_custom_event.fb_mobile_level_achieved |
| Cost per unique mobile app level completed | cost_per_unique_mobile_app_level_completed |
| Unique mobile app purchases | unique_action_app_custom_event.fb_mobile_purchase |
| Cost per unique mobile app purchase | cost_per_unique_mobile_app_purchase |
| Unique mobile app ratings submitted | unique_action_app_custom_event.fb_mobile_rate |
| Cost per unique mobile app rating submitted | cost_per_unique_mobile_app_rating_submitted |
| Unique mobile app registrations completed | unique_action_app_custom_event.fb_mobile_complete_registration |
| Cost per unique mobile app registration completed | cost_per_unique_mobile_app_registration_completed |
| Unique mobile app searches | unique_action_app_custom_event.fb_mobile_search |
| Cost per unique mobile app search | cost_per_unique_mobile_app_search |
| Unique mobile app sessions | unique_action_app_custom_event.fb_mobile_activate_app |
| Cost per unique mobile app session | cost_per_unique_mobile_app_session |
| Unique mobile app tutorials completed | unique_action_app_custom_event.fb_mobile_tutorial_completion |
| Cost per unique mobile app tutorial completed | cost_per_unique_mobile_app_tutorial_completed |
| Unique mobile app retentions | unique_action_mobile_app_retention |
| Unique mobile app ROAS | unique_action_mobile_app_roas |
| Other unique mobile app actions | unique_action_app_custom_event.other |
| Cost per other unique mobile app action | cost_per_other_unique_mobile_app_action |
| Unique web app events | unique_action_onsite_web_app_event |
| Unique web app adds to cart | unique_action_onsite_web_app_add_to_cart |
| Unique web app content views | unique_action_onsite_web_app_view_content |
| Unique web app purchases | unique_action_onsite_web_app_purchase |
| Unique web adds to cart | unique_action_onsite_web_add_to_cart |
| Unique web content views | unique_action_onsite_web_view_content |
| Unique web purchases | unique_action_onsite_web_purchase |
| Unique Omni app installs | unique_action_omni_app_install |
| Unique Omni purchases | unique_action_omni_purchase |
| Unique Omni adds to cart | unique_action_omni_add_to_cart |
| Unique Omni completed registrations | unique_action_omni_complete_registration |
| Unique Omni content views | unique_action_omni_view_content |
| Unique Omni searches | unique_action_omni_search |
| Unique Omni initiated checkouts | unique_action_omni_initiated_checkout |
| Unique Omni achievement unlocks | unique_action_omni_achievement_unlocked |
| Unique Omni app activations | unique_action_omni_activate_app |
| Unique Omni level completed | unique_action_omni_level_achieved |
| Unique Omni rates | unique_action_omni_rate |
| Unique Omni credit spends | unique_action_omni_spend_credits |
| Unique Omni completed tutorials | unique_action_omni_tutorial_completion |
| Unique Omni custom actions | unique_action_omni_custom |
| Messaging reply rate | messaging_reply_rate Note that this field has been unsupported for some time. We're now properly marking it as deprecated. |
| Cost per messaging reply | cost_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.