Facebook and Instagram paid advertising — the deepest metric catalogue in PMA (589 metrics on insights alone) plus a full-featured native MCP for campaign management, audience research, lead retrieval, and creative analysis.
insights alone — every action type, conversion value, unique variant, cost-per, and ROAS combinationpixels_data (18 standard events, hourly)get_lead_forms + get_form_leads — pull form submissions directlysearch_ads_archive — competitor creative researchfetch_meta_ads_data (report engine) and the campaign-builder skillGrouped by report type. Filter to find a field fast. formula fields are computed — use their component fields in SQL.
| Field name | Label | Type |
|---|---|---|
spend | Amount spent | NUMBER |
impressions | Impressions | NUMBER |
clicks | Clicks (all) | NUMBER |
reach | Reach | NUMBER |
inline_link_clicks | Inline link clicks | NUMBER |
inline_post_engagement | Inline post engagement | NUMBER |
unique_clicks | Unique clicks (all) | NUMBER |
cpc | CPC (all)formula | NUMBER |
cpm | CPM (cost per 1,000 impressions)formula | NUMBER |
ctr | CTR (all)formula | NUMBER |
website_ctr_link_click | CTR (link click-through rate)formula | NUMBER |
cpp | Cost per 1,000 people reachedformula | NUMBER |
frequency | Frequencyformula | NUMBER |
unique_ctr | Unique CTR (all) | NUMBER |
unique_link_clicks_ctr | Unique CTR (link click-through rate) | NUMBER |
outbound_clicks_ctr_outbound_click | Outbound CTR (click-through rate)formula | NUMBER |
unique_outbound_clicks_ctr_outbound_click | Unique outbound CTRformula | NUMBER |
conversions | Conversionsformula | NUMBER |
cpa | Cost per conversionsformula | NUMBER |
purchase_roas | Purchase ROASformula | NUMBER |
website_purchase_roas_offsite_conversion__fb_pixel_purchase | Website purchase ROASformula | NUMBER |
catalog_segment_value_omni_purchase_roas | Purchase ROAS for shared itemsformula | NUMBER |
catalog_segment_value_website_purchase_roas | Website purchase ROAS for shared itemsformula | NUMBER |
catalog_segment_value_mobile_purchase_roas | Mobile app purchase ROAS for shared itemsformula | NUMBER |
actions_omni_purchase | Purchases | NUMBER |
actions_offsite_conversion__fb_pixel_purchase | Website purchases | NUMBER |
actions_app_custom_event__fb_mobile_purchase | Mobile app purchases | NUMBER |
actions_offline_conversion__purchase | Offline purchases | NUMBER |
actions_onsite_conversion__purchase | On-Facebook purchases | NUMBER |
action_values_omni_purchase | Purchases conversion value | NUMBER |
action_values_offsite_conversion__fb_pixel_purchase | Website purchases conversion value | NUMBER |
action_values_app_custom_event__fb_mobile_purchase | Mobile app purchases conversion value | NUMBER |
action_values_offline_conversion__purchase | Offline purchases conversion value | NUMBER |
action_values_onsite_conversion__purchase | On-Facebook purchase conversion value | NUMBER |
unique_actions_omni_purchase | Unique purchases | NUMBER |
unique_actions_offsite_conversion__fb_pixel_purchase | Unique website purchases | NUMBER |
unique_actions_app_custom_event__fb_mobile_purchase | Unique mobile app purchases | NUMBER |
unique_actions_offline_conversion__purchase | Unique offline purchases | NUMBER |
catalog_segment_actions_omni_purchase | Purchase (shared item) | NUMBER |
catalog_segment_value_omni_purchase | Purchase conversion value (shared item) | NUMBER |
cost_per_action_type_omni_purchase | Cost per purchasesformula | NUMBER |
cost_per_action_type_offsite_conversion__fb_pixel_purchase | Cost per website purchasesformula | NUMBER |
cost_per_unique_action_type_omni_purchase | Cost per unique purchasesformula | NUMBER |
actions_video_view | 3-second video plays | NUMBER |
video_play_actions_video_view | Video plays | NUMBER |
video_p25_watched_actions_video_view | Video plays at 25% | NUMBER |
video_p50_watched_actions_video_view | Video plays at 50% | NUMBER |
video_p75_watched_actions_video_view | Video plays at 75% | NUMBER |
video_p95_watched_actions_video_view | Video plays at 95% | NUMBER |
video_p100_watched_actions_video_view | Video plays at 100% | NUMBER |
video_thruplay_watched_actions_video_view | ThruPlays | NUMBER |
video_30_sec_watched_actions_video_view | Video 30-second watched actions | NUMBER |
video_avg_time_watched_actions_video_view | Video average play time | NUMBER |
unique_actions_video_view | Unique 3-second continuous video plays | NUMBER |
cost_per_action_type_video_view | Cost per 3-second video playsformula | NUMBER |
canvas_avg_view_percent | Avg. canvas view percentage | NUMBER |
canvas_avg_view_time | Avg. canvas view time | NUMBER |
estimated_ad_recallers | Estimated ad recall lift (people) | NUMBER |
estimated_ad_recall_rate | Estimated ad recall lift rate | NUMBER |
cost_per_estimated_ad_recallers | Cost per estimated ad recall liftformula | NUMBER |
actions_add_to_cart | Adds to cart | NUMBER |
actions_add_to_wishlist | Adds to wishlist | NUMBER |
actions_add_payment_info | Adds of payment info | NUMBER |
actions_app_custom_event__fb_mobile_initiated_checkout | Mobile app checkouts initiated | NUMBER |
actions_app_custom_event__fb_mobile_complete_registration | Mobile app registrations completed | NUMBER |
actions_app_custom_event__fb_mobile_content_view | Mobile app content views | NUMBER |
actions_app_custom_event__fb_mobile_search | Mobile app searches | NUMBER |
actions_app_custom_event__fb_mobile_add_to_cart | Mobile app adds to cart | NUMBER |
actions_app_custom_event__fb_mobile_add_to_wishlist | Mobile app adds to wishlist | NUMBER |
actions_app_custom_event__fb_mobile_activate_app | App activations | NUMBER |
actions_app_custom_event__fb_mobile_add_payment_info | Mobile app adds of payment info | NUMBER |
actions_app_custom_event__other | Custom events | NUMBER |
actions_app_install | App installs | NUMBER |
actions_app_use | App uses (actions) | NUMBER |
actions_checkin | Check-ins | NUMBER |
actions_comment | Post comments | NUMBER |
mobile_app_purchase_roas_app_custom_event__fb_mobile_purchase | Mobile app purchase ROAS | NUMBER |
| Field name | Label | Type |
|---|---|---|
account_id | Account ID | STRING |
account_name | Account name | STRING |
account_currency | Account currency | STRING |
configName | Account name (config) | STRING |
date | Date | STRING |
date_start | Reporting starts | STRING |
date_stop | Reporting ends | STRING |
month | Year month | STRING |
ad_id | Ad ID | STRING |
objective | Objective | STRING |
action_type | Post reaction type | STRING |
action_reaction | Post reactions dimension | STRING |
action_device | Conversion device | STRING |
action_destination | Destination (insights) | STRING |
action_video_sound | Video sound | STRING |
action_video_type | Video view type | STRING |
action_carousel_card_id | Carousel card ID | STRING |
action_carousel_card_name | Carousel card name | STRING |
action_canvas_component_name | Instant experience component | STRING |
action_attribution_setting | Action attribution setting | STRING |
quality_ranking | Quality ranking | STRING |
video_asset_id | Video asset ID | STRING |
video_asset_video_name | Video asset name | STRING |
video_asset_thumbnail_url | Video asset thumbnail URL | STRING |
edit_link_account | Account edit linkformula | STRING |
edit_link_campaign | Campaign edit linkformula | STRING |
edit_link_adset | Ad set edit linkformula | STRING |
| Field name | Label | Type |
|---|---|---|
spend | Amount spent | NUMBER |
impressions | Impressions | NUMBER |
clicks | Clicks (all) | NUMBER |
reach | Reach | NUMBER |
cpc | CPC (all)formula | NUMBER |
cpm | CPMformula | NUMBER |
ctr | CTR (all)formula | NUMBER |
frequency | Frequencyformula | NUMBER |
purchase_roas | Purchase ROASformula | NUMBER |
conversions | Conversionsformula | NUMBER |
actions_add_to_cart | Adds to cart | NUMBER |
actions_comment | Post comments | NUMBER |
actions_app_install | App installs | NUMBER |
actions_checkin | Check-ins | NUMBER |
estimated_ad_recallers | Estimated ad recall lift (people) | NUMBER |
inline_link_clicks | Inline link clicks | NUMBER |
| Field name | Label | Type |
|---|---|---|
account_id | Account ID | STRING |
account_name | Account name | STRING |
account_currency | Account currency | STRING |
date | Date | STRING |
date_start | Reporting starts | STRING |
date_stop | Reporting ends | STRING |
month | Year month | STRING |
objective | Objective | STRING |
account_status | Account status | STRING |
quality_ranking | Quality ranking | STRING |
action_attribution_setting | Action attribution setting | STRING |
dataFreshness | Data freshness | STRING |
| Field name | Label | Type |
|---|---|---|
spend | Amount spent | NUMBER |
impressions | Impressions | NUMBER |
clicks | Clicks (all) | NUMBER |
reach | Reach | NUMBER |
cpc | CPC (all)formula | NUMBER |
cpm | CPMformula | NUMBER |
ctr | CTR (all)formula | NUMBER |
purchase_roas | Purchase ROASformula | NUMBER |
conversions | Conversionsformula | NUMBER |
| Field name | Label | Type |
|---|---|---|
campaign_id | Campaign ID | STRING |
account_id | Account ID | STRING |
account_name | Account name | STRING |
buying_type | Campaign buying type | STRING |
date | Date | STRING |
date_start | Reporting starts | STRING |
date_stop | Reporting ends | STRING |
month | Year month | STRING |
objective | Objective | STRING |
quality_ranking | Quality ranking | STRING |
edit_link_campaign | Campaign edit linkformula | STRING |
| Field name | Label | Type |
|---|---|---|
campaign_id | Campaign ID | STRING |
campaign_name | Campaign name | STRING |
campaign_status | Campaign status (effective status) | STRING |
effective_status | Effective delivery | STRING |
objective | Objective | STRING |
buying_type | Campaign buying type | STRING |
bid_strategy | Bid strategy | STRING |
daily_budget | Campaign daily budget | NUMBER |
lifetime_budget | Campaign lifetime budget | NUMBER |
budget_remaining | Campaign budget remaining | NUMBER |
start_time | Starts | STRING |
stop_time | Ends | STRING |
created_time | Created time | STRING |
updated_time | Updated time | STRING |
is_skadnetwork_attribution | Is campaign using SKAdNetwork | BOOLEAN |
boosted_object_id | Boosted object ID | STRING |
is_boosted_post | Is boosted postformula | BOOLEAN |
| Field name | Label | Type |
|---|---|---|
daily_min_spend_target | Daily min spend target | NUMBER |
daily_spend_cap | Daily spend cap | NUMBER |
is_dynamic_creative | Is dynamic creative | NUMBER |
learning_stage_info_conversions | Learning stage info conversions | NUMBER |
use_new_app_click | Use new app click | NUMBER |
| Field name | Label | Type |
|---|---|---|
adset_id | Ad set ID | STRING |
adset_name | Ad set name | STRING |
account_id | Account ID | STRING |
campaign_id | Campaign ID | STRING |
effective_status | Effective delivery | STRING |
bid_strategy | Bid strategy | STRING |
adset_bid_amount | Ad set bid amount | NUMBER |
adset_daily_budget | Ad set daily budget | NUMBER |
adset_lifetime_budget | Ad set lifetime budget | NUMBER |
adset_budget_remaining | Ad set budget remaining | NUMBER |
click_attribution | Click attribution window | NUMBER |
destination_type | Destination type | STRING |
created_time | Created time | STRING |
end_time | End time | STRING |
edit_link_adset | Ad set edit linkformula | STRING |
| Field name | Label | Type |
|---|---|---|
pixel_id | Facebook Pixel | STRING |
name | Name | STRING |
creation_time | Date created | STRING |
last_fired_time | Time elapsed percentage | STRING |
creator_id | Creator ID | STRING |
creator_name | Page name | STRING |
enable_automatic_matching | Enable automatic matching | NUMBER |
account_status | Account status | STRING |
date | Date | STRING |
| Field name | Label | Type |
|---|---|---|
data_Purchase | Live purchases (hourly) | NUMBER |
data_Lead | Live leads (hourly) | NUMBER |
data_PageView | Live landing page views (hourly) | NUMBER |
data_InitiateCheckout | Live checkouts initiated (hourly) | NUMBER |
data_AddToCart | Live adds to cart (hourly) | NUMBER |
data_ViewContent | Live content views (hourly) | NUMBER |
data_CompleteRegistration | Live registrations completed (hourly) | NUMBER |
data_AddToWishlist | Live adds to wishlist (hourly) | NUMBER |
data_AddPaymentInfo | Live adds of payment info (hourly) | NUMBER |
data_Contact | Live contacts (hourly) | NUMBER |
data_Search | Live searches (hourly) | NUMBER |
data_Schedule | Live appointments scheduled (hourly) | NUMBER |
data_StartTrial | Live trials started (hourly) | NUMBER |
data_Subscribe | Live subscriptions (hourly) | NUMBER |
data_SubmitApplication | Live applications submitted (hourly) | NUMBER |
data_Donate | Live donations (hourly) | NUMBER |
data_FindLocation | Live location searches (hourly) | NUMBER |
data_CustomizeProduct | Live products customised (hourly) | NUMBER |
| Field name | Label | Type |
|---|---|---|
pixel_id | Facebook Pixel | STRING |
date | Date | STRING |
start_time | Starts | STRING |
aggregation | Aggregation | STRING |
custom | Custom | STRING |
| Field name | Label | Type |
|---|---|---|
creative_id | Ad creative ID | STRING |
name | Name | STRING |
title | Title | STRING |
object_type | Object type | STRING |
link_url | Link URL | STRING |
destination_url | Destination URL | STRING |
thumbnail_url | Thumbnail URL | STRING |
template_url | Template URL | STRING |
story_link | Story link | STRING |
story_video_link | Story video link | STRING |
effective_object_story_id | Effective object story ID | STRING |
link_to_post | Link to post | STRING |
object_id | Object ID | STRING |
object_story_id | Object story ID | STRING |
applink_treatment | Applink treatment | STRING |
ad_creative_image | Ad creative imageformula | STRING |
| Field name | Label | Type |
|---|---|---|
ad_id | Ad ID | STRING |
name | Name | STRING |
ad_status | Ad status | STRING |
adset_id | Ad set ID | STRING |
creative_id | Ad creative ID | STRING |
bid_amount | Bid amount | NUMBER |
created_time | Created time | STRING |
preview_shareable_link | Ad preview link | STRING |
| Field name | Label | Type |
|---|---|---|
image_url | Ad image URL | STRING |
configName | Account name (config) | STRING |
dataFreshness | Data freshness | STRING |
The hedgehog-meta-ads MCP provides management, audience research, lead retrieval, and creative intelligence that PMA does not cover. It is also the only way to create or update campaigns.
| Tool | Data points / capability |
|---|---|
get_campaigns | Campaign list with status, objective, budget, bid strategy, and schedule. |
get_adsets | Ad set list with targeting, optimisation goal, budget, and delivery status. |
get_ads | Ad list with status, creative ID, and preview links. |
get_insights | Performance metrics at any level — spend, impressions, clicks, ROAS, conversions, video views, and breakdowns by age/gender/placement/device. |
ad_creative_performance | Creative-level performance — CTR, ROAS, conversion rates per creative asset. |
ad_creative_fatigue | Creative fatigue signals — frequency thresholds and engagement decline indicators. |
ad_performance_by_demographic | Age and gender breakdown of ad performance — reach, clicks, conversions per segment. |
ad_performance_by_placement | Placement breakdown — Feed, Stories, Reels, Audience Network by spend and ROAS. |
video_ad_performance | Video-specific metrics — ThruPlay rate, 25/50/75/100% completion, average play time. |
get_lead_forms | List all lead gen forms attached to the account — form ID, name, questions. |
get_form_leads | Pull actual lead submissions from a form — name, email, phone, and custom field responses. |
estimate_audience_size | Estimate potential reach for a targeting spec before launching a campaign. |
get_interest_suggestions | Suggested related interest categories given a seed interest. |
search_interests | Search Meta's interest taxonomy — returns interest ID, name, audience size, and path. |
search_behaviors | Search behaviour-based targeting options. |
search_demographics | Search demographic targeting options — education, relationship status, life events. |
search_geo_locations | Search cities, regions, countries, and postcodes for geo targeting. |
search_ads_archive | Ad library search — competitor creative research across active and inactive ads. |
create_campaign | Create a new campaign (paused) with objective, buying type, and budget. |
create_adset | Create a new ad set with targeting, optimisation goal, and bid strategy. |
create_ad | Create an ad from an existing creative. |
create_ad_creative | Create a new ad creative from image, video, or page post. |
update_campaign | Update campaign status, budget, or name. |
update_adset | Update ad set bid, budget, schedule, or targeting. |
update_ad | Update ad status or creative assignment. |
upload_ad_image | Upload an image to the ad account library. |
create_budget_schedule | Create a dayparting or seasonal budget schedule for a campaign. |