Facebook Lift Studies: Most-used fields

The table below gives information about most-used fields that you can import from Facebook Lift Studies. Other fields might also be available in Adverity.

The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.

API name	Adverity UI name	Description	Use in Adverity
account_id	account_id	The unique identifier for the ad account associated with the lift study cell.	dimension
account_name	account_name	The name of the advertising account associated with the lift study.	dimension
advancedBrandLiftCILower	advancedBrandLiftCILower	The lower bound of the confidence interval for the advanced brand lift metric, indicating the minimum estimated incremental impact on brand perception or desired response.	dimension
advancedBrandLiftCIUpper	advancedBrandLiftCIUpper	The upper bound of the confidence interval for the advanced brand lift metric, indicating the maximum estimated incremental impact on brand perception or desired response.	dimension
advancedBreakthroughs.control	advancedBreakthroughs.control	The number of conversion events from the experiment’s control group after applying advanced adjustments. These are often referred to as advanced conversions.	dimension
advancedBreakthroughs.incremental	advancedBreakthroughs.incremental	The incremental number of positive outcomes or significant achievements (breakthroughs) generated by the ad campaign, calculated using an advanced measurement methodology.	dimension
advancedBreakthroughs.informativeSingleCellBayesianConfidence	advancedBreakthroughs.informativeSingleCellBayesianConfidence	A statistical confidence score (using Bayesian methods) for the advanced breakthroughs (or conversions) observed in a single test cell, indicating the reliability of the measured impact.	dimension
advancedBreakthroughs.test	advancedBreakthroughs.test	The number of conversion events from the experiment’s test group after applying advanced adjustments. These are often referred to as advanced conversions.	dimension
advancedCostPerIncrementalBreakthrough	advancedCostPerIncrementalBreakthrough	The cost incurred for each incremental positive outcome or significant achievement (breakthrough) attributed to the ad campaign, calculated using an advanced methodology.	dimension
advancedIsWinner.confidence_level	advancedIsWinner.confidence_level	The statistical confidence level (e.g., 90%, 95%) associated with the determination that the ad campaign or test group achieved a statistically significant positive outcome or is considered a ‘winner’.	dimension
advancedIsWinner.is_winner	advancedIsWinner.is_winner	A boolean indicator specifying whether the ad campaign or test group has been statistically determined to be a ‘winner’ (i.e., achieved a statistically significant positive lift) based on advanced metrics.	dimension
advancedScoreMean.control	advancedScoreMean.control	The mean of an advanced scoring metric for the control group in a Facebook Lift Study. This group did not see the advertisements.	dimension
advancedScoreMean.incremental	advancedScoreMean.incremental	The incremental average value of a specific score metric, representing the lift generated by the ad campaign, calculated using an advanced measurement methodology.	dimension
advancedScoreMean.test	advancedScoreMean.test	The mean of an advanced scoring metric for the test group in a Facebook Lift Study. This group was exposed to the advertisements.	dimension
advancedScoreSum.control	advancedScoreSum.control	The sum of an advanced scoring metric for the control group in a Facebook Lift Study. This group did not see the advertisements.	dimension
advancedScoreSum.incremental	advancedScoreSum.incremental	The incremental total sum of a specific score metric, representing the lift generated by the ad campaign, calculated using an advanced measurement methodology.	dimension
advancedScoreSum.test	advancedScoreSum.test	The sum of an advanced scoring metric for the test group in a Facebook Lift Study. This group was exposed to the advertisements.	dimension
brandLiftCILower	brandLiftCILower	The lower bound of the confidence interval for the brand lift metric, indicating the minimum expected incremental brand lift.	metric
brandLiftCIUpper	brandLiftCIUpper	The upper bound of the confidence interval for the brand lift metric, indicating the maximum expected incremental brand lift.	metric
breakthroughs.control	breakthroughs.control	The number of breakthroughs observed in the control group, who were not exposed to the advertising campaign.	metric
breakthroughs.incremental	breakthroughs.incremental	The incremental number of breakthroughs attributed to the advertising campaign, calculated as the difference between the test and control groups.	metric
breakthroughs.pValue	breakthroughs.pValue	The p-value associated with the breakthrough metric, indicating the statistical significance of the observed incremental impact.	metric
breakthroughs.singleCellBayesianConfidence	breakthroughs.singleCellBayesianConfidence	The Bayesian confidence level for breakthroughs, providing a probability that the observed incremental impact is not due to random chance.	metric
breakthroughs.test	breakthroughs.test	The number of breakthroughs observed in the test group, who were exposed to the advertising campaign.	metric
cell_campaigns_id	cell_campaigns_id	A list of campaign IDs associated with this cell in the lift study.	dimension
cell_id	cell_id	The unique identifier for a specific cell (test or control group) within the lift study.	dimension
cell_name	cell_name	The name of the cell (test or control group) in the lift study.	dimension
cell_treatment_percentage	cell_treatment_percentage	The percentage of the total audience that is assigned to the treatment group for a given cell.	metric
conversions_CPiC	conversions_CPiC	The Cost Per Incremental Conversion (CPiC), which measures the cost efficiency of generating additional conversions due to the advertising campaign.	dimension
costPerIncrementalBreakthrough	costPerIncrementalBreakthrough	The cost incurred for each incremental breakthrough achieved, such as Cost Per Incremental Conversion (CPiC) or Cost Per Incremental Buyer (CPiB).	metric
costPerIncrementalBreakthroughRegion	costPerIncrementalBreakthroughRegion	The cost incurred to achieve one incremental breakthrough (e.g., a key conversion or desired action) in a specific geographical region, as measured by the lift study.	metric
costPerIncrementalBreakthroughVertical	costPerIncrementalBreakthroughVertical	The cost incurred to achieve one incremental breakthrough (e.g., a key conversion or desired action) within a specific industry vertical or business category, as measured by the lift study.	metric
experiment_id	experiment_id	The unique identifier for the lift study or experiment.	dimension
frequency	frequency	The average number of times an individual in the target audience saw the ad during the study period.	metric
impressions	impressions	The total number of times an ad was shown to individuals in the study.	metric
isWinner.confidence_level	isWinner.confidence_level	The confidence level for the ‘is winner’ metric, indicating the statistical certainty that the test group outperformed the control group.	dimension
isWinner.is_winner	isWinner.is_winner	A boolean indicator specifying whether the test group is considered a ‘winner’ based on the lift study analysis, meaning it showed a statistically significant incremental impact.	dimension
objective_id	objective_id	The unique identifier for an objective within a lift study.	dimension
objective_name	objective_name	The name of the objective defined for the lift study.	dimension
objective_type	objective_type	The type of advertising objective, such as CONVERSIONS, SALES, NONSALES, MAI, or BRAND.	dimension
population.control	population.control	The number of unique Accounts Center accounts in the control group.	metric
population.reached	population.reached	The number of unique Accounts Center accounts reached by the ads in the study.	metric
population.test	population.test	The number of unique Accounts Center accounts in the test group.	metric
rawScoreSum.control	rawScoreSum.control	The total sum of the raw (unadjusted) score for the control group in the lift study.	metric
rawScoreSum.test	rawScoreSum.test	The total sum of the raw (unadjusted) score for the test group in the lift study.	metric
responders.control	responders.control	The number of individuals in the control group who took a desired action or converted. Similar to ‘Buyers Control’.	metric
responders.test	responders.test	The number of individuals in the test group who took a desired action or converted. Similar to ‘Buyers Test’.	metric
scoreMean.control	scoreMean.control	The average value of a specific score metric within the control group.	metric
scoreMean.incremental	scoreMean.incremental	The incremental average value of a specific score metric attributed to the advertising campaign.	metric
scoreMean.test	scoreMean.test	The average value of a specific score metric within the test group.	metric
scoreMeanRegion	scoreMeanRegion	The mean score aggregated by a specific geographic region, providing insights into performance within that area. The Facebook Lift Studies API supports country breakdowns for results.	metric
scoreMeanVertical	scoreMeanVertical	The average value of a specific score metric, calculated for a particular industry vertical.	metric
scoreSum.control	scoreSum.control	The total sum of a specific score metric within the control group.	metric
scoreSum.incremental	scoreSum.incremental	The incremental total sum of a specific score metric attributed to the advertising campaign.	metric
scoreSum.test	scoreSum.test	The total sum of a specific score metric within the test group.	metric
spend	spend	The total amount of money spent on the ads within the study.	metric
study_end_time	study_end_time	The end date and time of the lift study.	dimension
study_id	study_id	The unique identifier for the lift study.	dimension
study_name	study_name	The name of the lift study.	dimension
study_start_time	study_start_time	The start date and time of the lift study.	dimension
study_type	study_type	The type of lift study conducted, such as LIFT, SALES, BRAND, or CONVERSIONS.	dimension