Meta to deprecate +100 unique metrics from the Ads Insights API

Meta will be deprecating over 100 unique metrics from the Ads Insights API, specifically impacting the unique_actions and cost_per_unique_action_type fields, on October 30, 2024. This change will result in these fields no longer returning several action_type breakdowns. However, fields counting total actions, such as actions and cost_per_action_type, will remain unaffected and continue to support existing action_type breakdowns.

Deprecations & Changes

• Effective Date: October 30, 2024
• Impacted Fields: unique_actions and cost_per_unique_action_type
• Unaffected Fields: actions and cost_per_action_type
• Notice Period: 90 days

Developers are advised to review the list of deprecated metrics and transition away from using them to avoid business disruptions.

According to Meta, the goal of these updates is to enhance the quality and consistency of ads metrics.Meta has recently announced also the deprecation of 80 metrics in Page Insights API.

For continued insights into customer conversions, developers should refer to the recent updates to Attribution Windows, including first conversion attribution, available via the Ads Insights API’s action_attribution_window parameter.