How to Read Your Metrics Like A Pro

Reading Facebook ad metrics is like reading a report card for your campaign. But knowing what each number means is only half the battle—you also need to know what to do with that information.

Situation 1: High Impressions, Low CTR

  • What’s happening: Many people saw your ad (high Impressions), but few clicked (low CTR). This usually signals that your message isn’t resonating or catching attention.

  • What to try: 

    1. Rework your headline or visual to grab interest.

    2. Test a stronger or clearer call-to-action.

    3. Rethink your audience—are you targeting the right people?

Situation 3: High CPA, Low ROAS

  • What’s happening: You're spending a lot per action (high CPA), but not earning enough back (low ROAS).

  • What to try:

    1. Tighten your audience to focus on high-intent users.

    2. Optimize the full funnel: from creative to conversion.

    3. Review ad placement and bidding strategy.

Situation 5: High Link Clicks, Low Time on Page

  • What’s happening: People are clicking (high Link Clicks), but leaving quickly.

  • What to try:

    1. Improve the landing page experience.

    2. Align the ad message with the content or offer.

    3. Ensure mobile optimization.

Situation 2: High CTR, Low Conversion Rate

  • What’s happening: People are clicking your ad (high CTR), but not completing the action (low Conversion Rate).

  • What to try:

    1. Audit your landing page: Is it slow to load, visually unappealing, or not aligned with the ad promise?

    2. Look at your form length or offer friction (price, steps, required info).

    3. Consider using retargeting to capture visitors who didn’t convert.

Situation 4: High Frequency, Dropping CTR

  • What’s happening: People are seeing your ad too often (high Frequency), and engagement is dropping (low CTR).

  • What to try:

    1. Rotate creatives more often.

    2. Expand your audience or exclude past engagers.

    3. Use frequency caps when possible.

Situation 6: Low CTR, Low CPC

  • What’s happening: You’re paying less per click (low CPC), but not getting many clicks (low CTR).

  • What to try:

    1. Rethink your messaging and value prop.

    2. Focus on relevance score improvements.

    3. Test different campaign objectives.

Tip: Always look at patterns, not isolated numbers. A single metric can’t tell the full story—context is everything. Build habits around reviewing groups of metrics (like CTR + CPC + Conversions) to make smarter decisions, faster.