Meta ad metrics provide valuable insights into the performance of your Facebook and Instagram ads and campaigns. This guide covers the key ad metrics available in Analytics for both platforms. To quickly find specific information, use CTRL+F (or CMD+F on Mac) to search within the article.
| Metric name | Description |
|---|---|
| Average reach | The number of users who've seen your ads at least once. This number may be higher than in Facebook Ads Manager which only counts unique users. We collect the daily number of unique users and aggregate them over your selected date range, which may result in a double count |
| Impressions | The number of times your ads appeared on someone's screen |
| Clicks (all) | The number of clicks on your ads. Clicks can include link clicks, clicks to view your Page profile or profile picture, reactions, comments and shares of your ads, clicks to view a photo full screen |
| CTR (click-through rate) | The total number of clicks on your ads out of the people who saw them, represented as a percentage value |
| Amount spent | The estimated amount of money spent on your campaigns, ad sets, or ads during their schedule. This metric is estimated by Facebook |
| CPM (cost per 1,000 impressions) | The average cost to display your ads 1,000 times on Facebook |
| CPC (cost per click) | The average cost for a click on your ads. This is calculated as the total amount spent on your ads divided by the number of clicks (all) on your ads |
| Cost per unique click (all) | The average cost for a unique click (all) on your ads. This is calculated as the total amount spent divided by the number of unique clicks (all) |
| CPP (cost per 1,000 people reached) | The average cost for your ads to reach 1,000 people |
| Cost per 3-second video plays | The average cost for a 3-second video play |
| Comments | The number of comments on your ads |
| Page engagement | The total number of actions that people took on your Facebook Page and posts after seeing your ads. Actions can include liking your Page, loving a post, checking in to your place, clicking a link, and more |
| Post engagement | The number of actions that people took on your ads. Actions can include reacting to, saving, commenting on, or sharing the ad, claiming an offer, viewing a photo or a video, clicking on a link, and more |
| Reactions | The number of reactions (like, love, love, wow, sad, and angry) to your ads |
| 3-second video plays | The number of times your videos played for at least three seconds, or for 97% of its length if they're shorter than three seconds |
| Average frequency | The average number of times a user saw one of your ads (impressions divided by reach). Monitor frequency, results, and relevance to ensure the same people aren’t seeing your ad too often. This metric is estimated by Facebook. Reach may be higher than in Facebook Ads Manager which only counts unique users. We collect the daily number of unique users and aggregate them over your selected date range, which may result in a double count |
| Unique comments | The number of people who commented on your ads |
| Unique Page engagement | The number of people who took an action on your Facebook Page and posts after seeing your ads. Actions can include liking your Page, loving a post, checking in to your place, clicking a link, and more |
| Unique post engagement | The number of people who took an action on your ads. Actions can include reacting to, saving, commenting on, or sharing the ad, claiming an offer, viewing a photo or a video, clicking on a link, and more |
| Unique reactions | The number of people who reacted to your ads. Reactions include like, love, love, wow, sad, and angry |
| Unique 3-second video plays | The number of people who played your videos for at least three seconds, or for 97% of its length if it's shorter than three seconds |
| Unique clicks (all) | The number of people who clicked on your ads. Clicks can include link clicks, clicks to view your Page profile or profile picture, reactions, comments and shares of your ads, clicks to view a photo full screen |
| 30-second video views | The number of times your videos were viewed for more than 30 seconds, or for nearly their total length if they're shorter than 30 seconds |
| Video average play time | The average time your videos were viewed, including time spent replaying the videos for single impressions |
| Video plays at 100% | The number of times your videos were viewed to 100% of their length, including views that skipped to this point and viewed your videos from there |
| Video plays at 25% | The number of times your videos were viewed to 25% of their length, including views that skipped to this point and viewed your videos from there |
| Video plays at 30% | The number of times your videos were viewed to 30% of their length, including views that skipped to this point and viewed your videos from there |
| Video plays at 50% | The number of times your videos were viewed to 50% of their length, including views that skipped to this point and viewed your videos from there |
| Video plays at 75% | The number of times your videos were viewed to 75% of their length, including views that skipped to this point and viewed your videos from there |
| Video plays at 95% | The number of times your videos were viewed to 95% of their length, including views that skipped to this point and viewed your videos from there |
| Saves | The number of times your ads have been saved |
| Unique saves | The number of people who saved your ads |
| Landing page views | The number of times people clicked on your ads and viewed your landing page |
| Unique landing page views | The number of people who clicked on your ads and viewed your landing page |
| Link clicks | The number of clicks on any area of your ads (text, media, call to action) that sends people to destinations on or off Facebook. Destinations can include: websites, app stores, click to call, click to message, maps or directions, shops, lead forms, Facebook marketplace, videos that launch the Watch & Browse experience, videos hosted by another website, such as YouTube |
| Unique link clicks | The number of people who clicked on any area of your ads (text, media, call to action) and were sent to destinations on or off Facebook. Destinations can include: websites, app stores, click to call, click to message, maps or directions, shops, lead forms, Facebook marketplace, videos that launch the Watch & Browse experience, videos hosted by another website, such as YouTube |
| Unique CTR (link click-through rate) | The number of people who performed a link click on your ads out of those who saw them, represented as a percentage. This is calculated as unique link clicks divided by reach |
| Cost per unique landing page views | The average cost for a click on your ads that sent people to your landing page |
| Cost per unique link click | The average cost for a unique link click |
| Unique CTR (all) | The number of people who clicked on your ads out of the people who saw them, represented as a percentage. Clicks can include link clicks, clicks to view your Page profile or profile picture, reactions, comments and shares of your ads, and more |
| Leads | The number of leads attributed to your ads |
| Likes | The number of likes of your Facebook Page that are attributed to your ads |
| Photo views | The number of people who clicked on your Page's photos to view them after seeing your ads |
| Unique leads | The number of unique leads attributed to your ads |
| Unique likes | The number of people who liked your Page after seeing your ads |
| Adds of payment info | The number of add payment info events attributed to your ads |
| Checkouts initiated | The number of initiate checkout events attributed to your ads |
| Cost per lead | The average cost for a lead |
| Cost per like | The average cost for a like of your Page |
| Unique photo views | The number of people who clicked on your Page's photos to view them after seeing your ads |
| Checkouts initiated omni | The number of initiate checkout events attributed to your ads |
| Cost per Page engagement | The average cost for a Page engagement |
| Cost per post engagement | The average cost for a post engagement |
| Cost per add of payment info | The average cost for an add of payment info event |
| Cost per checkout initiated | The average cost for a checkout initiated event |
| Cost per landing page view | The average cost for a landing page view |
| Cost per 3-second video play | The average cost for a 3-second video play |
| Unique checkouts initiated omni | The estimated number of people who initiated checkouts |
| Cost per checkout initiated omni | The average cost of a checkout initiated event |
| Cost per unique add of payment info | The average cost for a unique add of payment info event |
| Cost per post save | The average cost for a post save |
| Cost per unique checkout initiated omni | The average cost for a unique checkout initiated event |
| Cost per unique post saves | The average cost for a unique post save |
| Main result | The number of times your ad achieved an outcome, based on the objective and settings you selected |
| Cost per result | The average cost per number of times your ad achieved an outcome, based on the objective and settings you selected |
| Purchases | The number of purchase events attributed to your ads |
| Adds to cart | The number of add to cart events attributed to your ads |
| Mobile achievements unlocked | The number of unlock achievement events recorded on a mobile device and attributed to your ads |
| Mobile app activations | The number of times your app was activated on a mobile device and attributed to your ads |
| Mobile registrations completed | The number of complete registration events recorded on a mobile device and attributed to your ads |
| Mobile purchases | The number of purchase events recorded on a mobile device and attributed to your ads |
| Registrations completed | The number of complete registration events attributed to your ads |
| Mobile app installs | The number of installs of your app recorded on a mobile device and attributed to your ads |
| Total achievements unlocked | The total number of unlock achievement events recorded on mobile and desktop and attributed to your ads |
| Total app activations | The total number of times your app was activated from desktop or mobile and attributed to your ads |
| Total adds to cart | The total number of add to cart events recorded on desktop and mobile and attributed to your ads |
| Total app installs | The total number of app installs recorded on desktop and mobile and attributed to your ads |
| Total registrations completed | The total number of complete registration events recorded on desktop and mobile and attributed to your ads |
| Total purchases | The total number of purchase events recorded on desktop and mobile and attributed to your ads |
| Total searches | The number of search events recorded on desktop and mobile and attributed to your ads |
| Total content views | The total number of view content events recorded on desktop and mobile and attributed to your ads |
| Event responses | The number of people who responded Interested or Going to your Facebook event after seeing your ads |
| Searches | The number of search events attributed to your ads |
| Content views | The number of view content events attributed to your ads |
| Purchase ROAS | The total return on ad spend (ROAS) from purchases. This is based on information received from one or more of your connected Facebook Business Tools and attributed to your ads |
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