Metrics and attributes reference

This page lists all metrics and attributes that can be selected in autorule conditions: their names in the interface, what they measure, the units they are entered in, where the data comes from and at which levels they are available. How to build conditions from them is covered in the article “Conditions: metrics, windows, attribution and comparisons”.

In the metric picker they are grouped as follows:

• “Spend and delivery” — Facebook data;

• “Tracker conversions” — installs, registrations, deposits, revenue;

• “Derived metrics” — costs, conversion rates (CR), profit, ROI, ROAS;

• “Object attributes” — status, budget, budget type, learning phase, age, time since changes, rule trigger counter.

Where the data comes from

• Facebook — spend, impressions and clicks. They arrive with the profile spend sync, broken down by hour. Spend is converted to USD at the exchange rate.

• Adset.pro tracker — installs, registrations, deposits, redeposits and revenue. They are linked to a Facebook campaign, ad set or ad via the ID macros in the traffic source and are updated roughly every 15 minutes.

The rule checks data freshness before every run. If the data lags more than allowed (90 minutes by default, the “Allowed data lag” setting), the run is skipped and the reason is shown in the log. Details are in the article “Schedule, guards and priorities”.

Important. Tracker metrics see conversions only from sources where the campaign, ad set and ad ID macros are set up. If none of the ad account's sources passes them, live is blocked in the ad account. If only some of them do, the preview warns that part of the traffic will have zero conversions. How to set this up is described in the article “Setting up traffic sources”.

Facebook metrics

Tracker conversions

Tip. “Deposits” use event-time attribution by default. For stop-losses like “high spend today but no deposits”, it is better to select “By click date (cohort)” in the condition. Today's spend is then compared with deposits from today's clicks, and yesterday's deposits do not mask an ad set that is dead today. This is how the “Stop-loss: no deposits today” template works.

Derived metrics

• Click-based conversion rates (CR) are calculated from platform clicks, i.e. from link clicks in Facebook, not from tracker clicks. That is why “CR click → install” in a rule may differ from the CR in tracker statistics. The builder reminds you of this with a hint next to the condition.

• In formulas with spend, attribution affects only the conversion part. Spend is always taken by delivery hour within the window. With cohort attribution, revenue and deposits are taken from clicks of the same window.

• Percentages (CTR, CR, ROI) are entered as percentages: 20 means 20 %. ROAS is entered as a multiplier.

Metric properties that affect conditions

When a metric has “no data”

• Facebook metrics are known only if the object has spend data in the window. No data means “no data”, not 0: the rule cannot tell “did not deliver” from “the sync has not arrived yet”.

• Tracker metrics are calculated honestly when there is traffic in the window: many clicks and no deposits — “Deposits” = 0. There is no value only if the window has neither spend nor conversions.

• Derived metrics have “no data” if any part of the formula is unknown or the denominator is zero: CPD without deposits, CTR without impressions, CR click → install without clicks.

• Profit and ROI without conversions are not empty: a spend of 50 USD with no revenue gives a profit of −50 USD and ROI of −100 %.

A condition with “no data” gets “unknown” and does not fire by itself. Details are in the “Yes”, “no” and “unknown” section of the article “Conditions”.

Why rule figures may differ from the Meta section tables

Otherwise, for the same window by event time, the rule and the table calculate spend and conversions the same way.

Object attributes

Attributes describe the current state of the object. They have no window and no attribution. They can be compared only with a number or a range, and list attributes — only with the “equals” operator and a value from the list.

Hours since budget and status change

Any change counts: made by a rule, in Facebook or Ads Manager, by a user in Adset.pro or by a rollback. Adset.pro notices changes made in Ads Manager at the next profile sync, so they appear with a delay.

If Adset.pro has not seen any change, the exact time is unknown. The rule then knows only the lower bound: “at least N hours”. It is counted from the latest of three moments: object creation, connection of the ad account to the team, and the start of change tracking in Adset.pro. If the object was created after the connection, the value is exact.

With a lower bound, a comparison is resolved only if the answer is the same for any real value. Otherwise the condition is “unknown” with the reason “Only a lower bound is known”, and the preview shows the value as “≥ N”.

Example. The ad account was connected 30 hours ago, the ad set was created a month ago, and the budget has not been changed since the connection. The “Hours since budget change” value is at least 30:

• “greater than 24” — “yes”: even the minimum 30 hours is more than 24;

• “greater than 48” — “unknown”: the real value may be 40 or 400;

• “less than 12” — “no”: the value is definitely not less than 30.

The “Since budget change” window in conditions works from the same moment. If there were no changes, the window start is unknown, and the condition is “unknown”.

Age: what to count from

Object age is used in two places: in the scope filters (“Only new objects”, “Only objects older than”) and in the “Hours since …” attributes. They are calculated differently:

In the object examples on the “Which objects” step, the “Age counted from” column shows what the age was counted from: “First spend”, “Created in Facebook”, “Start time”, “Ad set start time”. If a substitution was applied, it shows “No spend yet”, “First spend may predate the connection: creation time used” or “First spend may predate the connection: age is unknown”. Details are in the article “Scope”.

Tip. To limit a rule to fresh launches, use the “Only new objects” filter rather than the condition “Hours since first spend less than …”. The filter accounts for objects without spend and the ad account connection adjustment, and cuts off extra objects before metrics are even calculated.

Attribute usage examples

• “Hours since budget change · greater than 24” in a scaling rule: do not raise the budget until Facebook has processed the previous change.

• “Rule actions on the object · less than 3”: the rule raises the budget no more than three times in total.

• “Learning phase · equals · Learning complete”: scale only ad sets that have exited learning.

• “Daily budget · less than 300”: beyond that, the budget is raised manually (in the ad account currency).

• “Delivery status · equals · With issues” with the “notify” action: find out about delivery problems.

• “Hours since status change · greater than 72” together with metrics over 3 days: evaluate only objects that ran all three days without restarts.

What's next

• Conditions: metrics, windows, attribution and comparisons

• Scope: ad accounts, level, name masks and “only new”

• Actions: pause, enable, budget, notification

• Setting up traffic sources

• All articles in the “Autorules” section