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Meta Business Help Centre
About data sampling
Sampling is a widely used approach to data analysis. Rather than analysing an entire set of data, sampling looks at a portion of the data.
Even though sampling doesn't account for all data, the portion of data that it does account for is a good representation of the larger population and provides similar results.
Sampling allows large amounts of data to be analysed with a high level of accuracy. Additionally, sampling speeds up the time it takes to query data, which allows advertisers to get the metrics and estimates that they need to run their businesses quickly and efficiently in Ads Manager.
Sampled metrics
Sampling may be used to calculate Accounts Centre accounts-based metrics and estimates in Ads Manager and the Ads Insights API.
Using sampling on these metrics and estimates allows our system to surface them as quickly as possible. Other metrics, such as impressions or clicks, don't use sampling and are based on all of the data available, and not just a sample.
Learn more about how sampling can affect your performance metrics.
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