8 Facebook ad metrics to know
To sum up, here's a list of 8 Facebook ad metrics to keep in your custom Ads Manager reports for a quick overview of all campaign types' results.
- Conversions/results – total conversions
- Unique conversions – might reveal a surprise of Facebook double-reporting some users' conversions
- CPA – cost per conversion
- ROAS – return on ad spend
- Frequency – impressions/reach
- Reach – total people who saw your ads
- CPM – cost per 1000 people reached
- Cost – total campaign spend
One more tip: Look at the attribution of your campaigns from time to time and compare what % of conversions come from click-through v.s. view-through results.
You'll see that most Facebook ad conversions are view-through conversions, meaning that people don't click on your ads, but become aware of your product and look it up later.