Meta Ads

Meta Ads Metrics

This reference explains the main Meta Ads metrics available in the platform at account and campaign level.

When you connect a Meta Ads account, the platform imports data from the full advertising account.

If you manage several clients, Meta recommends using one Facebook Ads account per client. For more details, see Manage Facebook Ads accounts.

Account

Reach

  • Impressions: total number of times the ad was shown.

  • Reach: total number of people reached by the ads.

  • Spent: total ad spend during the selected time range.

Results

  • Clicks: total number of clicks on ads.

  • Spent: total ad spend during the selected time range.

Performance

  • CPM: cost per 1,000 impressions. Formula: Spent / Impressions x 1000.

  • CPC: cost per click. Formula: Spent / Clicks.

  • CTR: click-through rate. Formula: Clicks / Impressions x 100.

  • Spent: total ad spend during the selected time range.

Revenue

  • Conversion value: revenue generated from sales on your website. Because this event happens on your side, Facebook and Google must be allowed to measure it or the data will not be available.

  • ROAS: return on ad spend. This shows how much revenue each unit of spend generated. Formula: Conversion value / Spent.

Campaigns

Campaign list

  • Campaign: campaign name.

  • Updated: last update date for each campaign.

  • Impressions: number of impressions for each campaign.

  • Reach: total reach for each campaign.

  • Clicks: number of clicks for each campaign.

  • Conversions: total conversions for each campaign, based on the Facebook pixel configuration.

  • Results: total actions achieved based on the objective of each campaign.

  • CPM: cost per thousand impressions. Formula: Spent / Impressions x 1000.

  • CPC: cost per click. Formula: Spent / Clicks.

  • CTR: click-through rate. Formula: Clicks / Impressions x 100.

  • Conversion value: revenue generated from sales on your website. Because this event happens on your side, Facebook and Google must be allowed to measure it or the data will not be available.

  • ROAS: return on ad spend. This shows how much revenue each unit of spend generated. Formula: Conversion value / Spent.

  • Spent: total ad spend for each campaign during the selected time range.

  • You can open Columns in the campaign list to see all available campaign metrics.

For benchmarking context, see the Facebook Ads study on the blog.

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