Facebook ads reports: 12 KEY metrics to keep an eye on

I won’t exaggerate too much if I say that Facebook Ads reports have about 2 million metrics that you can check, and this can be both useful and confusing. That’s probably why they will remove 11 old ones in July 2018.

So what about the other 2 mill minus 11 metrics that will still be available. What is it that you need to know in order not to get lost?

I’ll try to cover the most important ones in this article.

If you want to find how to create custom ads reports, check this article here.


The number of times your ad achieved an outcome, based on the objective and settings you selected.

The metric counts the number of results you received based on the settings for your campaign.

Example: If you selected Conversions as your campaign objective and you’ve selected the Purchase event, the results metric may show the number of purchases that happened as a result of someone seeing your ad.

NOTE: Facebook uses a default attribution window to count results that occur within 1 day after viewing or within 28 days after clicking your ad. If you change the attribution window settings for your ad account, results will be counted within the attribution window you set.


The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.

Your reach can be affected by your bid, budget and audience targeting.


The number of times your ads were on screen.

Example: If an ad is on screen and someone scrolls down, and then scrolls back up to the same ad, that counts as 1 impression. If an ad is on screen for someone 2 different times in a day, that counts as 2 impressions.


The average number of times each person saw your ad.

NOTE: It’s important to monitor frequency to make sure the same people aren’t seeing your ads too often during a campaign.


A rating from 1 to 10 that estimates how well your target audience is responding to your ad. This score is shown after your ad receives more than 500 impressions.

NOTE: This metric applies to ads only, and not for ads sets or campaigns.


The number of times a person viewed your ad’s destination URL (the landing page) after clicking on the ad.


The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.

They can include ad links to:

  • Websites
  • App stores or app deep links
  • Click to call
  • Click to message
  • Maps/directions
  • Facebook Canvas
  • Facebook lead forms
  • Facebook Marketplace
  • Videos hosted by another website (including videos embedded in News Feed ads but hosted on a video platform such as YouTube or Vimeo)


The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule.

NOTE: If your ads are currently running, these numbers may be an estimate, since it can take up to 48 hours for ad results to be processed.


The average cost per result from your ads.

Is calculated as the total amount spent, divided by the number of results.


The number of purchase events tracked by the pixel on your website and attributed to your ads.

In order to track this event, you’ll probably need to create your own custom reports.

If you want to see global data about an event and not stats related to your ads, you’ll have to dig into Facebook Analytics


The total value of website purchases conversions.

This metric will be dependent on your events value settings and might not always reflect the actual sales you’ve generated (if you configured the event to use a percent instead of the full value, or if you have particular tax/shipping settings).


The average cost of each website purchase. Is calculated as the total amount spent divided by website purchases.

It might be the last metric on our list, but it’s definitely one of the most important you can keep an eye on. It’s strictly related to your sales and it will show you how much do you actually pay for a transaction.

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