Understanding Facebook Ad Metrics & How to Read Those Metrics

Impressions:

Reach:

CPM (Cost Per 1,000 Impressions):

Frequency:

Good to know:

Why it matters:

Visibility Metrics: Who Saw Your Ads

The total number of times your ad was shown, even if people saw it more than once.

How many different people saw your ad.

How much you’re paying for every 1,000 times your ad is shown.

The average number of times each person saw your ad.

Aim for 2–3 times. If people see the same ad too many times, they might ignore it.

Helps you understand how expensive it is to get in front of people.

Engagement Metrics:
How People Interact with Your Ad

CTR (Click-Through Rate)

  • The percent of people who clicked your ad after seeing it.

  • Formula: Clicks ÷ Impressions × 100

Link Clicks

  • Number of times people clicked the link in your ad (like "Learn More" or “Visit Website”).

Clicks (All)

  • This includes all clicks, not just on your link. It counts likes, shares, and even clicks to expand the ad.

Engagement (Likes, Comments, Shares)

  • Shows how much people are reacting to your ad.

  • Why it matters: If people are commenting and sharing, your ad is interesting to them.

CPC (Cost Per Click):

CPL (Cost Per Lead):

CPA (Cost Per Action):

Cost Per Result:

Cost Metrics: How Much You’re Paying

The average amount you pay each time someone clicks on your ad.

How much it costs you when someone fills out a form or becomes a lead.

The cost to get someone to do something you want—like sign up or make a purchase.

Facebook’s way of telling you how much you’re paying for what you asked for (leads, clicks, video views, etc.).

Results & ROI Metrics:
What You Got from Your Ad

Results:

  • Total number of actions your ad got, based on your goal.

Conversion Rate

  • The percent of people who clicked your ad and then did what you wanted them to do.

  • Formula: Conversions ÷ Link Clicks × 100

ROAS (Return on Ad Spend)

  • For every $1 you spend, how much money do you make back.

  • Example: If you spend $100 and make $300, your ROAS is 3x.

Value per Conversion

  • The average amount of money each action (signup or sale) is worth to your business.

General Performance Guidelines

Note:
These are general numbers across different industries and ad types. Your results may vary depending on what you're selling and who you’re targeting. A local service business may expect different results than an online store or national franchise. Always compare your results to past campaigns and your specific goals to decide what’s working.