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data_dictionary.md

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Lines are in the format: field_name, datatype, mode: description

Ads

  • id, STRING, NULLABLE, id code added during upload. Facebook don't give a designated id for an ad
  • ad_creation_time, TIMESTAMP, NULLABLE: UTC timestamp of when ad was created
  • ad_delivery_start_time, TIMESTAMP, NULLABLE: UTC timestamp of when ad starts
  • ad_delivery_stop_time, TIMESTAMP, NULLABLE: UTC timestamp of when ad finished
  • page_id, STRING, NULLABLE: page that ran the ad
  • ad_creative_link_caption, STRING, NULLABLE: link in caption of ad
  • funding_entity, STRING, NULLABLE: who paid for the ad
  • ad_creative_link_title, STRING, NULLABLE: title of the link if there was one
  • ad_creative_body, STRING, NULLABLE: text of body of ad
  • ad_creative_link_description, STRING, NULLABLE: description link if there was one

Demographics

  • ad_id, STRING, NULLABLE: id of ad, foreign key from ads table
  • gender, STRING, NULLABLE: male, female or unknown
  • age, STRING, NULLABLE: age ranges ad was shown to
  • percentage, FLOAT, NULLABLE: percentage of impressions for ad shown to each gender and age range combination

Impressions

  • ad_id, STRING, NULLABLE: id of ad, foreign key from ads table
  • bound, STRING, NULLABLE: what boundary the amount represents (upper, lower or midpoint)
  • amount, FLOAT, NULLABLE: amount of impressions

Regions

  • ad_id, STRING, NULLABLE: id of ad, foreign key from ads table
  • region, STRING, NULLABLE: region ad was aimed at (England, Scotland, Wales or Northern Ireland
  • percentage, FLOAT, NULLABLE: percentage of impressions from each region

Spends

  • ad_id, STRING, NULLABLE: id of ad, foreign key from ads table
  • currency, STRING, NULLABLE: currency ad was paid for in
  • bound, STRING, NULLABLE: what boundary the amount represents (upper, lower or midpoint)
  • amount, FLOAT, NULLABLE: amount spent

facebook_users_by_age_groups

Data taken from this Guardian article

  • age_group, STRING, NULLABLE: age band population applies to
  • population, INTEGER, NULLABLE: count of users for age band

uk_population_by_age_groups

Data taken from the Office of National Statistics website

  • gender, STRING, NULLABLE: male or female
  • fb_age_group, STRING, NULLABLE: age group matching the ones Facebook uses
  • uk_population, INTEGER, NULLABLE: uk population in that age group and gender