What are considered "Actions" in People Taking Action?

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One of the many reportable metrics in Facebook Ads is People Taking Action (PTA), which Facebook defines as "The total number of actions people took that are attributed to your ads. Actions may include engagement, clicks or conversions." But what does that actually encompass?

First, it's important to note that "Actions" take place outside of your ad itself. These are engagements by users who saw your ad and were spurred to make an action based on seeing that ad. This includes actions on your Facebook Page and, if you've installed the Facebook Pixel, your website.

 The following Action Types are counted as part of this PTA number:

  • (Mobile) Achievement Unlocked
  • (Mobile) Activate App
  • (Mobile) Add Payment Details
  • (Mobile) Add to Cart
  • (Mobile) Add to Wishlist
  • (Mobile) Complete Registration
  • (Mobile) Content Viewed
  • (Mobile) Checkout Initiated
  • (Mobile) Achievement Level Increased
  • (Mobile) Purchase
  • (Mobile) Rate
  • (Mobile) Search
  • (Mobile) Credits Spent
  • (Mobile) Tutorial Completed
  • (Mobile) Other Mobile App Actions
  • App Installed
  • App Used
  • Check-ins
  • Comments on Posts
  • Add to Cart
  • Message to Buy
  • Purchase
  • Product Viewed
  • Credits Spent
  • Post Full Views
  • Game Plays
  • Forms Filled Out (Lead Generation)
  • Page Likes
  • Link Clicks
  • Page Mentions
  • Message Blocks
  • Message Replys
  • Mobile App Installs
  • Newly Purchased Mobile Devices
  • (Offsite Conversion) Add to Cart
  • (Offsite Conversion) Checkout
  • (Offsite Conversion) Custom Conversions Defined by Advertiser
  • (Offsite Pixel) Add Payment Information
  • (Offsite Pixel) Add to Cart
  • (Offsite Pixel) Add to Wishlist
  • (Offsite Pixel) Complete Registration
  • (Offsite Pixel) Initiate Checkout
  • (Offsite Pixel) Leads
  • (Offsite Pixel) Purchases
  • (Offsite Pixel) Searches
  • (Offsite Pixel) Views Content
  • (Offsite Conversion) Key Page View
  • (Offsite Conversion) Leads
  • (Offsite Conversion) Other Website Conversions
  • (Offsite Conversion) Registrations
  • On-Facebook Workflow Completion
  • Blocked Messaging Conversations
  • New Messaging Conversations
  • Messaging Replies
  • On-Facebook Purchases
  • Page Photo Views
  • Post Shares
  • Post Reactions
  • Offer Claims
  • Event Responses
  • Page Tab Views
  • 3-Second Video Views
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