Cross-platform and device performance — for comparing Facebook, Instagram, Messenger, and Audience Network across placements and devices.Documentation Index
Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt
Use this file to discover all available pages before exploring further.
What this data model represents
Grain: one row perdate × ad_account × campaign × adset × ad × ad_platform × placement × impression_device.
Metrics, grouped by category — every number you can compute on this data model. Expand below for examples in each.
Show sample metrics in each category
Show sample metrics in each category
Show sample dimensions in each category
Show sample dimensions in each category
Slice by
Unique to this data model:| Dimension | Type | Values |
|---|---|---|
ad_platform | String | Facebook, Instagram, Messenger, Audience Network |
placement | String | Feed, Stories, Reels, Right Column, In-Stream, Search Results, Marketplace, Instant Articles |
impression_device | String | Mobile, Desktop, Tablet, Other |
Querying all three slice-by dimensions at once is highly granular and can produce sparse rows. Start with one or two and add the third only when you need that level of detail.
Use it to answer
- How does ROAS compare across Facebook vs. Instagram vs. Messenger vs. Audience Network?
- Which placement × device combinations are winning, and which are losing money?
- Does creative format need to change by platform? (vertical for Reels, square for Feed)
- How do Hook Rate and Hold Rate vary by platform to inform video strategy?
Available metrics
Everything you can compute on this data model. Need a metric not listed? See the Meta Ads metric availability matrix.| Metric | Formula |
|---|---|
| Spend & revenue | |
| Ad Spend | Sum of daily spend |
| Conversion Value | Sum of reported revenue |
| ROAS | Conversion Value ÷ Ad Spend |
| Conversions | Sum of reported orders |
| AOV | Conversion Value ÷ Conversions |
| Clicks & impressions | |
| Clicks (All) | Sum of clicks (inline + outbound) |
| Impressions | Sum of impressions |
| CTR (All) | Clicks ÷ Impressions × 100 |
| Outbound Clicks | Sum of clicks leading off Meta |
| Inline Clicks | Sum of on-platform engagement clicks |
| Unique Clicks | Avg of deduplicated user clicks |
| Link Click-Through Rate | Link Clicks ÷ Impressions × 100 |
| Cost efficiency | |
| CPC (All) | Ad Spend ÷ Clicks |
| CPM | Ad Spend ÷ Impressions × 1,000 |
| CPA | Ad Spend ÷ Conversions |
| Cost Per Outbound Click | Ad Spend ÷ Outbound Clicks |
| Cost Per Link Click | Ad Spend ÷ Link Clicks |
| Revenue Per Link Click | Conversion Value ÷ Outbound Clicks |
| Engagement | |
| Landing Page Views | Sum |
| Post Engagement | Sum (reactions + comments + shares + clicks) |
| Inline Post Engagement | Sum (on-platform-only) |
| Page Engagement | Sum (Facebook Page likes, follows) |
| Post Reactions | Sum (Like, Love, Haha, Wow, Sad, Angry) |
| Post Shares | Sum |
| Cost Per Post Engagement | Ad Spend ÷ Post Engagements |
| Cost Per Inline Post Engagement | Ad Spend ÷ Inline Post Engagements |
| Cost Per Page Engagement | Ad Spend ÷ Page Engagements |
| Cost Per Landing Page View | Ad Spend ÷ Landing Page Views |
| Conversion funnel | |
| View Content | Sum |
| Add to Cart | Sum |
| Checkouts Initiated | Sum |
| Add Payment Info | Sum |
| Cost Per View Content | Ad Spend ÷ View Content |
| Cost Per Add to Cart | Ad Spend ÷ Add to Cart |
| Cost Per Checkout Initiated | Ad Spend ÷ Checkouts Initiated |
| Cost Per Add Payment Info | Ad Spend ÷ Add Payment Info |
| Video | |
| Video Plays | Sum |
| Video 25% Watched | Sum |
| Video 50% Watched | Sum |
| Video 75% Watched | Sum |
| Video 100% Watched | Sum |
| Cost Per Video Play | Ad Spend ÷ Video Plays |
| Hook Rate | Video Plays ÷ Impressions × 100 |
| Hold Rate | Video 100% ÷ Video Plays × 100 |
| Reach & frequency | |
| Reach | Sum of unique people who saw ads |
| Frequency | Impressions ÷ Reach |
Raw fields (for custom calculations)
Raw fields (for custom calculations)
This data model exposes a near-complete raw field set (one of the richest, alongside Age & Gender):
ad_spend · clicks · impressions · reported_orders · reported_revenue · unique_clicks · inline_clicks · inline_post_engagement · outbound_clicks · landing_page_views · add_to_cart · checkouts_initiated · view_content · post_engagement · page_engagement · post_reaction · add_payment_info · post_share · video_play_actions · video_view_avg_time · video_views_pct_25 · video_views_pct_50 · video_views_pct_75 · video_views_pct_100