Meta provides several metrics when analyzing a Facebook ad campaign, including:
- Impressions: The number of times your ad was shown to users.
- Reach: The number of unique users who saw your ad.
- Clicks: The number of clicks on your ad, including clicks on links, calls-to-action, and other elements within the ad.
- Click-through rate (CTR): The ratio of clicks to impressions, expressed as a percentage.
- Cost per click (CPC): The average cost of each click on your ad.
- Cost per thousand impressions (CPM): The average cost of 1,000 ad impressions.
- Action rate: The ratio of actions taken (such as link clicks, form submissions, or purchases) to the number of impressions.
- Engagement rate: The ratio of engagement (such as likes, comments, and shares) to the number of impressions.
- Video views: The number of times your video ad was viewed, including views of at least 3 seconds or more.
- Conversion tracking: The number and cost of conversions, such as website purchases, lead form submissions, and phone calls, resulting from your ad.
- Audience demographics: Information about the age, gender, location, and interests of users who have seen your ad.
- Ad placements: Information about where your ad was shown, such as in the news feed, right column, or Instagram.
- A/B testing: Option to compare performance of different ad variations and identify the most effective one.
- Retargeting: Option to retarget users who have engaged with the ad or visited the website.
- Custom Audience: Option to target a specific group of people based on their behaviors, demographics, and interests.
Note that these are just some examples of metrics, depending on the type of campaign and the goal of the ad, the metrics that are relevant for you can vary.