Facebook Ads Performance Downloader

A Python script for downloading structure and performance data from ad accounts in a single business manager using the Facebook Ads API (v3.2) to local files.

The mara Facebook ads performance pipeline can be, then, used for loading and transforming the downloaded data into a dimensional schema.

Resulting data

By default, it creates two data sets:

1. Ad Performance consists of measures such as impressions, clicks, conversions and spend. The script creates one sqlite3 database per day and ad account in a specified time range:

   data/2017/01/01/facebook/ad-performance-act-1234567890-v2.sqlite3
   data/2017/01/02/facebook/ad-performance-act-1234567890-v2.sqlite3
   

   For the last 28 days, the script always redownloads the files as data still changes (e.g spend or attributed conversions). Beyond that, files are only downloaded for dates where the ad account existed but the file is missing. Note: If you are using an attribution window larger than 28 days adjust the redownload_window config accordingly.

   The resulting sqlite3 databases contain a single table ad_performance, with individual rows per ad and the device and placement breakdown. See Insights Breakdowns for a documentation of the breakdown. The performance data is stored in JSON format in a single column

   date        | 2017-01-01
   ad_id       | 1234567890
   device      | desktop
   placement   | desktop_feed
   performance | {"spend": 0.42,  
               |  "impressions": 25,
               |  "actions": [{"value": 1.0, "28d_click": 1.0, "action_type": "link_click"}, 
               |              {"value": 20.0, "28d_click": 20.0, "action_type": "offsite_conversion.fb_pixel_add_to_cart"}, 
               |              {"value": 2.0, "28d_click": 2.0, "action_type": "offsite_conversion.fb_pixel_purchase"}, 
               |              {"value": 18.0, "28d_click": 17.0, "action_type": "offsite_conversion.fb_pixel_view_content"}, 
               |              {"value": 1.0, "28d_click": 1.0, "action_type": "page_engagement"}, 
               |              {"value": 1.0, "28d_click": 1.0, "action_type": "post_engagement"}, 
               |              {"value": 45.0, "28d_click": 34.0, "action_type": "offsite_conversion"}], 
               |  "action_values": [{"value": 2.0, "28d_click": 2.0, "action_type": "offsite_conversion.fb_pixel_purchase"}, 
               |                    {"value": 2.0, "28d_click": 2.0, "action_type": "offsite_conversion"}]}
   

   See Insights Fields for a documentation of the fields.

2. Account Structure information. This sqlite3 database containes one table account_structure which is always upserted by the script:

   data/facebook-account-structure-v2.sqlite3
   

   Each rows contains one ad together with its ad group, campaign and account:

   ad_id         | 1234567890
   ad_name       | Foo
   ad_group_id   | 3456789012
   ad_group_name | Bar
   campaign_id   | 5678901234
   campaign_name | Baz
   account_id    | 7890123456
   account_name  | Qux
   attributes    | {"Target": "buyer", "Channel": "reactivation", "Country": "France", "Language": "French"}
   

   The attributes field contains a JSON representation of all labels of an ad or its parents in a {Key=Value} syntax. For example an account has the label {Channel=reactivation}, then all ads below will have the "Channel": "reactivation". Note: Labels on lower levels overwrite those from higher levels.

Getting Started

Prerequisites

To use the Facebook Ads Performance Downloader you have to

• consolidate all accounts of a company under a single business manager,
• create a normal system user for that business manager using the guide in the link or the System User page in your business manager.
• give the system user access to all ad accounts that should be downloaded,
• create an app and disable development mode,
• set up app and system user credentials to access the Facebook Ads API. See Set up your credentials for the necessary steps.

Optionally, you can apply labels on all hierarchy levels for segmenting the structure.

Installation

The Facebook Ads Performance Downloader requires:

Python (>= 3.5)
facebook_business (==3.0.0)
click (>=6.0)

The easiest way to install facebook-ads-downloader is using pip

pip install git+https://github.com/mara/facebook-ads-performance-downloader.git

In case you want to install it in a virtual environment:

$ git clone git@github.com:mara/facebook-ads-performance-downloader.git facebook_downloader
$ cd facebook_downloader
$ python3 -m venv .venv
$ .venv/bin/pip install .

Set up your credentials

Find the app_id and app_secret in your app's dashboard at https://developers.facebook.com/apps/<YOUR_APP_ID>/dashboard/:

Log into your Facebook account and go to the system users page of your company's business manager at https://business.facebook.com/settings/system-users and click on Generate New Token:

Select the app you want to use to download the data, activate the read_insights and ads_read scope and generate the token:

The generated access_token is then shown to you:

Currently Facebook requires you to perform a number of successful API calls before being able to access more than 5 accounts. If that's the case use the target_accounts parameter to specify these 5 accounts and avoid API errors.

Refresh API Token

Facebook invalidates the API token once every couple of months. To refresh it, go to https://developers.facebook.com/tools/explorer/<YOUR_APP_ID>: Click on Get User Access Token, select read_insights and ads_read, and generate the new token, which will appear in the line next to the button pressed on the screenshot. This will generate a short-lived access token. To extend it, go to https://developers.facebook.com/tools/debug/accesstoken/?access_token=<GENERATED_SHORT_LIVED_TOKEN> (or click on the (i)nformation icon next to the token and choose Open in Access Token Tool) and click on Extend Access Token button. The new long-lived access token will be displayed below.

Usage

To run the Facebook Ads Performance Downloader call download-facebook-performance-data with its config parameters:

$ download-facebook-performance-data --app_id 1234567890 \
--app_secret ABCDEFEGHIJKL \
--access_token aBcDeFgHiJkLmNoPqRsTuVwXyZ \
--data_dir /tmp/facebook

For all options, see

$ download-facebook-performance-data --help
Usage: download-facebook-performance-data [OPTIONS]

  Downloads data. When options are not specified, then the defaults from
  config.py are used.

Options:
  --app_id TEXT             The app id obtained from the app's settings in
                            facebook for developers

                            https://developers.facebo
                            ok.com/apps/<APP_ID>/settings/. Example:
                            "1234567890"
  --app_secret TEXT         The app secret obtained from the app's settings in
                            facebook for developers

                            https://developers.facebo
                            ok.com/apps/<APP_ID>/settings/. Example: "aBcDeFg"
  --access_token TEXT       The access token of the system user with the
                            following credentials:
                            - read_insights
                            - ads_read
                            https://business.facebook.com/settings/system-
                            users/<SYSTEM_USER_ID>?business_id=<BUSINESS_ID>.
                            Example: "foo"
  --data_dir TEXT           The directory where result data is written to.
                            Example: "/tmp/facebook_ads"
  --first_date TEXT         The first day for which data is downloaded.
                            Example: "2015-01-01"
  --redownload_window TEXT  The number of days for which the performance data
                            will be redownloaded. Example: "28"
  --target_accounts TEXT    The accounts to download, comma separated, if not
                            set or empty each available account will be tried.
                            Example: ""
  --number_of_ad_performance_threads TEXT
                            The number of threads used to download ad
                            performance. Example: "10"
  --help                    Show this message and exit.