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 study cell.	dimension
account_name	account_name	The name of the ad account associated with the study cell.	dimension
advancedBrandLiftCILower	advancedBrandLiftCILower	The lower bound of the confidence interval for advanced brand lift, indicating the minimum incremental brand lift observed.	dimension
advancedBrandLiftCIUpper	advancedBrandLiftCIUpper	The upper bound of the confidence interval for advanced brand lift, indicating the maximum incremental brand lift observed.	dimension
advancedBreakthroughs.control	advancedBreakthroughs.control		dimension
advancedBreakthroughs.incremental	advancedBreakthroughs.incremental		dimension
advancedBreakthroughs.informativeSingleCellBayesianConfidence	advancedBreakthroughs.informativeSingleCellBayesianConfidence		dimension
advancedBreakthroughs.test	advancedBreakthroughs.test		dimension
advancedCostPerIncrementalBreakthrough	advancedCostPerIncrementalBreakthrough		dimension
advancedIsWinner.confidence_level	advancedIsWinner.confidence_level		dimension
advancedIsWinner.is_winner	advancedIsWinner.is_winner		dimension
advancedScoreMean.control	advancedScoreMean.control		dimension
advancedScoreMean.incremental	advancedScoreMean.incremental		dimension
advancedScoreMean.test	advancedScoreMean.test		dimension
advancedScoreSum.control	advancedScoreSum.control		dimension
advancedScoreSum.incremental	advancedScoreSum.incremental		dimension
advancedScoreSum.test	advancedScoreSum.test		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		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 a lift study.	dimension
cell_name	cell_name	The descriptive name of the test or control group (cell).	dimension
cell_treatment_percentage	cell_treatment_percentage	The percentage of the audience within a cell that is exposed to the ads.	metric
conversions_CPiC	conversions_CPiC	The Cost Per Incremental Conversion, representing the cost incurred for each additional conversion generated by the campaign.	dimension
conversions_confidence	conversions_confidence	The statistical confidence level for the conversion lift results.	metric
conversions_control_raw_scaled	conversions_control_raw_scaled	The raw, scaled number of conversions observed in the control group.	metric
conversions_control_scaled	conversions_control_scaled	The scaled number of conversions observed in the control group, adjusted for comparison.	metric
conversions_exposed	conversions_exposed	The number of conversions from the population exposed to the ads.	metric
conversions_incremental	conversions_incremental	The incremental number of conversions attributed to the ad campaign, calculated as the difference between test and control groups.	metric
conversions_incremental_lower	conversions_incremental_lower	The lower bound of the confidence interval for incremental conversions.	metric
conversions_incremental_share	conversions_incremental_share	The share of incremental conversions relative to total conversions.	metric
conversions_incremental_upper	conversions_incremental_upper	The upper bound of the confidence interval for incremental conversions.	metric
conversions_multicell_confidence	conversions_multicell_confidence	The statistical confidence level for conversion lift results across multiple cells in a study.	dimension
conversions_multicell_rank	conversions_multicell_rank	The ranking of a cell’s conversion performance compared to other cells in a multi-cell study.	metric
conversions_notExposed	conversions_notExposed	The number of conversions from the population not exposed to the ads.	metric
conversions_raw_pValue	conversions_raw_pValue	The raw p-value for conversions, indicating the statistical significance of the conversion lift.	dimension
conversions_test	conversions_test	The number of conversions observed in the test group.	metric
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 ads in the study were viewed.	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 the advertising objective being measured in the lift study.	dimension
objective_name	objective_name	The name of the advertising objective.	dimension
objective_type	objective_type	The type of advertising objective, such as CONVERSIONS, SALES, 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
population_control	population_control	The estimated number of people in the control group.	metric
population_reached	population_reached	The estimated number of people reached by the ad campaign.	metric
population_test	population_test	The estimated number of people 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
sales_ROAS	sales_ROAS	Return on Ad Spend (ROAS) for sales generated by the campaign.	metric
sales_confidence	sales_confidence	The statistical confidence level for the sales lift results.	metric
sales_control_raw_scaled	sales_control_raw_scaled	The raw, scaled sales value observed in the control group.	metric
sales_control_scaled	sales_control_scaled	The scaled sales value observed in the control group, adjusted for comparison.	metric
sales_exposed	sales_exposed	The sales generated by the group exposed to the advertisements. This corresponds to the ‘test group’ in Facebook Lift Studies.	metric
sales_incremental	sales_incremental	The incremental sales value attributed to the ad campaign, calculated as the difference between test and control groups.	metric
sales_incremental_lower	sales_incremental_lower	The lower bound of the confidence interval for incremental sales.	metric
sales_incremental_share	sales_incremental_share	The share of incremental sales relative to total sales.	metric
sales_incremental_upper	sales_incremental_upper	The upper bound of the confidence interval for incremental sales.	metric
sales_multicell_confidence	sales_multicell_confidence	The statistical confidence level for sales lift results across multiple cells in a study.	dimension
sales_multicell_rank	sales_multicell_rank	The ranking of a cell’s sales performance compared to other cells in a multi-cell study.	metric
sales_notExposed	sales_notExposed	The sales value from the population not exposed to the ads.	metric
sales_raw_pValue	sales_raw_pValue	The raw p-value for sales, indicating the statistical significance of the sales lift.	dimension
sales_test	sales_test	The sales generated by the test group. In Facebook Lift Studies, the test group is the group exposed to the advertisements.	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 average score (e.g., brand lift or conversion lift) for a specific geographical region, such as a country. Note: Breakdowns by country are not supported for studies started after July 13, 2021.	metric
scoreMeanVertical	scoreMeanVertical	Represents the average lift score or outcome metric for a specific industry vertical, showing the incremental impact of Facebook ads within that 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 ads for the lift study.	metric
study_end_time	study_end_time	The end time of the campaign active period for 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 time of the campaign active period for the lift study.	dimension
study_type	study_type	The type of the study, which is typically ‘LIFT’ for Conversion Lift Measurement.	dimension