Meta Ads Metrics
Updated last month
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.
Below, you'll find all the available metrics for your Meta Ads account.
On the Free plan, this data doesn't sync daily. See Main differences between Free and paid plans.
For date ranges, comparisons, charts, and CSV exports, see How to use and explore the Analytics tab.
If you hover over the arrow icon next to the numbers, it will show you the variation of the current period with respect to the previous period. For example, if you select a week, the result will compare to the previous 7 days.
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
Click Columns in the Campaign List to choose which metrics to display — depending on your Meta Ads setup, you may also see custom metrics.
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.
View content: Number of times someone visited a product or content page as a result of clicking your ad.
Video views: Total number of times the video in the ad was played.
Video Total Views (Video play actions): Total number of times the video started playing, including repeat plays by the same person.
ThruPlays: Number of times the video was played all the way to the end, or for at least 15 seconds if the video is longer than that.
Post reactions: Total number of reactions (Like, Love, etc.) received on the ad's post.
Post interactions: Total number of interactions received on the ad's post, including reactions, comments, shares, and clicks.