Meta (Facebook) Ads in Marketing Mix Modeling (MMM)
Sellforte uses Meta Ads data to measure how paid media exposure and attributed conversions contribute to business outcomes. All Meta Ads outcomes are reported as conversions, and the type of conversion is identified using the action type.
Meta Ads outcomes
Use this dataset to measure campaign-level delivery, spend, and attributed business outcomes from Meta Ads.
Dataset definition
Attributed conversion outcomes from Meta Ads, combined with delivery metrics and campaign metadata, used for marketing measurement and optimization.
Grain & sample
Each row represents one campaign per date, delivery country, attribution setting, and conversion action type.
Example rows (illustrative):
| date | campaign id | country | account currency | action type | impressions | clicks | spend | conversions | conversion values |
|---|---|---|---|---|---|---|---|---|---|
| 2025-01-01 | 12345 | FI | EUR | purchase | 12 340 | 420 | 980.00 | 24 | 2 890.00 |
| 2025-01-01 | 12345 | FI | EUR | lead | 12 340 | 420 | 980.00 | 8 | 0.00 |
| 2025-01-02 | 12345 | SE | SEK | purchase | 10 980 | 360 | 820.00 | 19 | 2 120.00 |
Dimensions
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date
-
account id
-
account currency
-
campaign id
-
campaign name
-
campaign objective
-
campaign effective status
-
attribution setting
-
action type
-
country (delivery country)
Metrics
Delivery
-
impressions
-
clicks
-
spend
Outcomes
-
conversions
-
conversion values
Source retrieval recipe
Source system: Meta (Facebook) Ads
Extract type: Meta Ads Insights API and related endpoints
The dataset is constructed from three logical sources.
1) Delivery data (exposure & spend)
Provides ad delivery metrics by country.
Dimensions queried
-
date -
account_id -
campaign_id -
country
Metrics queried
-
impressions -
clicks -
spend
Additional attributes
-
account_currency
2) Conversion data (attributed outcomes)
Provides attributed conversion metrics, broken down by conversion type and country.
Required configuration
-
Aggregation: Day
-
Action breakdowns:
action_type -
Attribution windows fixed and consistent
Dimensions queried
-
date -
account_id -
campaign_id -
action_type -
attribution_setting -
country
Metrics queried
-
conversions -
conversion_values
Additional attributes
-
account_currency
3) Campaign metadata
Provides campaign identity and configuration context.
Dimensions used
-
account_id -
campaign_id -
campaign name
-
campaign objective
-
effective status
-
start time
-
stop time
Conversion type selection
Meta Ads reports all business outcomes as conversions. Use the action type to select the conversion types relevant to your business or modeling objective.
Examples:
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Purchases → purchase-related action types
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Leads → lead-related action types
-
Signups or subscriptions → corresponding action types
Derived modeling dimensions
Sellforte also supports business-specific modeling dimensions such as brand and product category. These dimensions are not typically provided as native fields by advertising platforms, so they need to be derived from other dimensions using one of the following approaches:
-
Account-based differentiation
When separate accounts are used for each brand or product category, Sellforte can derive these dimensions from account name or account ID and include them as explicit columns in the dataset. -
Campaign naming conventions
Brand or product category can be inferred from structured campaign names and included explicitly as columns in the extracted data. -
Inline enrichment during data extraction
Customers may add brand or product category columns as part of their API queries, SQL transformations, or export logic. Usebrandand/orproduct_categoryas column names.