Devices and Formats (including Social Data)



Our opt-in panel allows us to track paid mobile newsfeed ads served to real Facebook mobile app users.

 What we capture


Region Data collection start date
๐Ÿ‡บ๐Ÿ‡ธ  United States January 1, 2018
๐Ÿ‡จ๐Ÿ‡ฆ  Canada January 1, 2018
๐Ÿ‡ซ๐Ÿ‡ท  France January 1, 2018
๐Ÿ‡ฉ๐Ÿ‡ช  Germany January 1, 2018
๐Ÿ‡ฎ๐Ÿ‡น  Italy January 1, 2018
๐Ÿ‡ฌ๐Ÿ‡ง  United Kingdom January 1, 2018
๐Ÿ‡ฆ๐Ÿ‡บ  Australia January 1, 2020
๐Ÿ‡ง๐Ÿ‡ท  Brazil January 1, 2020
๐Ÿ‡ณ๐Ÿ‡ฟ  New Zealand January 1, 2020
๐Ÿ‡ฒ๐Ÿ‡ฝ  Mexico March 1, 2021
๐Ÿ‡ช๐Ÿ‡ธ  Spain March 1, 2021

Devices and formats

  • Facebook Mobile App

Creative types

  • Image
  • Video
  • Carousel
  • Dynamic Posts

 What we do not capture

Devices and formats

  • Desktop Ads

Creative types

  • Messenger Ads
  • Story Ads
  • Ads not in the mobile newsfeed, such as:
    • Canvas / Instant Experience Ads
    • Collection Units
    • Playables
    • Slideshow Ads


Panel-based data collection

Our opt-in Facebook panel allows us to track paid mobile newsfeed ads served to real Facebook mobile app users in the US, United Kingdom, Canada, Germany, France, Italy, Spain, Mexico, Brazil, Australia and New Zealand.

Mobile users organically discover and actively opt-in to share data about the newsfeed ads served to them on their Facebook app via free third-party apps.  We do not collect personally identifiable information (PII)  from our panelists at any time.

Our panels include hundreds of thousands of users, each representing various demographic and user characteristics.

Impression, spend and CPM estimation

Our Facebook spend, impression, and CPM estimates are derived using Facebook's publicly reported mobile ad revenue and industry averages of CPMs. We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend, rolling these up by creative, brand and advertiser.

As the quarterly reportings change, our Facebook CPM figures can change. We validate estimates against reliable industry sources who also estimate Facebook CPM and data provided by our customers.


Gender is assigned to panelists based on ad impressions served from gender- skewed advertisers


Pathmatics receives the operating system of the device for each impression served to panelists


Pathmatics receives the city and state of each panelist when each impression is served.


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