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 average value of a specific score metric for the control group, calculated using an advanced measurement methodology.	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 average value of a specific score metric for the test group, calculated using an advanced measurement methodology.	dimension
advancedScoreSum.control	advancedScoreSum.control	The total sum of a specific score metric for the control group, calculated using an advanced measurement methodology.	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 total sum of a specific score metric for the test group, calculated using an advanced measurement methodology.	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.	metric
conversions_confidence	conversions_confidence	The confidence level for the conversion lift measurement, indicating the statistical certainty of the results.	metric
conversions_control_raw_scaled	conversions_control_raw_scaled	The raw number of conversions in the control group, scaled to match the test group’s population for a fair comparison.	metric
conversions_control_scaled	conversions_control_scaled	The number of conversions in the control group, scaled to the test group’s population.	metric
conversions_exposed	conversions_exposed	The number of conversions from the exposed (test) group.	metric
conversions_incremental	conversions_incremental	The additional number of conversions attributed to the advertising campaign (test group conversions minus scaled control group conversions).	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 total conversions that are incremental.	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 confidence level for conversions in a multicell study, used to compare multiple test groups.	dimension
conversions_multicell_rank	conversions_multicell_rank	The rank of the cell’s conversion performance within a multicell study.	metric
conversions_notExposed	conversions_notExposed	The number of conversions from users who were part of the control group and were not exposed to the advertising campaign.	metric
conversions_raw_pValue	conversions_raw_pValue	The raw p-value for the conversion lift, indicating the statistical significance of the observed difference.	dimension
conversions_test	conversions_test	The number of conversions from 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 per additional breakthrough (conversion) attributed to the ad campaign, potentially broken down by geographical region.	metric
costPerIncrementalBreakthroughVertical	costPerIncrementalBreakthroughVertical	The cost associated with achieving an incremental breakthrough, reported for a specific industry vertical. A ‘breakthrough’ signifies a positive, measurable outcome from the ad campaign.	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.	metric
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.	metric
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
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 raw total sum of a specific score metric within the control group.	metric
rawScoreSum.test	rawScoreSum.test	The raw total sum of a specific score metric within the test group.	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	The Return on Ad Spend (ROAS) for sales, measuring the revenue generated for every dollar spent on advertising.	dimension
sales_confidence	sales_confidence	The confidence level for the sales lift measurement, indicating the statistical certainty of the results.	dimension
sales_control_raw_scaled	sales_control_raw_scaled	The raw sales value in the control group, scaled to match the test group’s population for a fair comparison.	dimension
sales_control_scaled	sales_control_scaled	The sales value in the control group, scaled to the test group’s population.	dimension
sales_exposed	sales_exposed	The sales value from the exposed (test) group.	dimension
sales_incremental	sales_incremental	The additional sales value attributed to the advertising campaign (test group sales minus scaled control group sales).	dimension
sales_incremental_lower	sales_incremental_lower	The lower bound of the confidence interval for incremental sales.	dimension
sales_incremental_share	sales_incremental_share	The share of total sales that are incremental.	dimension
sales_incremental_upper	sales_incremental_upper	The upper bound of the confidence interval for incremental sales.	dimension
sales_multicell_confidence	sales_multicell_confidence	The confidence level for sales in a multicell study, used to compare multiple test groups.	dimension
sales_multicell_rank	sales_multicell_rank	The rank of the cell’s sales performance within a multicell study.	dimension
sales_notExposed	sales_notExposed	The number of sales from users who were part of the control group and were not exposed to the advertising campaign.	dimension
sales_raw_pValue	sales_raw_pValue	The raw p-value for the sales lift, indicating the statistical significance of the observed difference.	dimension
sales_test	sales_test	The sales value from the test group.	dimension
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 value of a specific score metric, calculated for a particular geographic region.	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