Meta Ads

When you connect a Meta Ads account to Metricool we get data from the entire advertising account.

Following Facebook's instructions, if you manage several clients, we recommend you to have a Facebook Ads account for each client. In the article "Manage Facebook Ads accounts" we explain the details.

Account

✅ REACH

Impressions: Total number of times that the ad has been displayed
Reach: Total number of people who has been reached with our ads.
Spent: Total spent incurred on Facebook ads in the time frame selected.

✅ RESULTS

Clicks: Total number of clicks on ads.
Spent: Total spent incurred on Facebook ads in the time frame selected.

✅ PERFORMANCE

CPM: Cost per 1,000 impressions. The formula to calculate is: Spent/Impressions x 1000.
CPC: Cost per click. The formula is: Spent / Clicks.
CTR: Click Through Rate. The formula is: Clicks / Impressions x 100.
Spent: Total spent incurred on Facebook ads in the time frame selected.

✅ REVENUE

Conversion value: revenue we have obtained from the sales of our product on our website. As it is an event that takes place on our side (our website), it is important that we allow Facebook and Google to measure it, otherwise we will not be able to obtain this data.
ROAS: (Revenue on Ads Spent) tells us how much each euro invested in the campaign has generated. In this way we can compare campaigns with different investments to see which is more profitable. The calculation of this metric is: Conversion value / Expenditure.

Campaigns

✅ LIST OF CAMPAIGNS

Campaign: name of the campaign.
Updated: Date of the last update of each campaign.
Impressions: Number of impressions of each campaign.
Reach: Total reach of each campaign.
Clicks: Number of clicks on each campaign.
Conversions: Total number of conversions of each campaign (the conversion is determined by Facebook pixel configuration).
Results: Total number of actions achieved, in reference to the objective of each campaign.
CPM: Cost per thousand impressions. The formula to calculate is: Spent/Impressions x 1000.
CPC: Cost per click. The formula is: Spent / Clicks.
CTR: Click Through Rate. The formula is Clicks / Impressions x 100.
Conversion value: revenue we have obtained from the sales of our product on our website. As it is an event that takes place on our side (our website), it is important that we allow Facebook and Google to measure it, otherwise we will not be able to obtain this data.
ROAS: (Revenue on Ads Spent) tells us how much each euro invested in the campaign has generated. In this way we can compare campaigns with different investments to see which is more profitable. The calculation of this metric is: Conversion value / Expenditure.
Spent: Total spent incurred on each campaign in the time frame selected.

💡 In the "Columns" button of "Campaign List" you can see all available metrics of your campaigns.



Don't miss our Facebook Ads study and improve your strategy. It is available on our blog.

Updated on: 14/04/2025