Top 100 Meta Ads reporting metrics with explanation, formula and examples

Top 100 Meta Ads reporting metrics with explanation, formula and examples to get you started

Are you a beginner in Meta Ads? and confused with the jargons? Here is a perfect starting point to understand all the metrics used in Meta Ads

1. Impressions

• Description: Total times your ad was displayed on screen.

• Formula: Reported by Meta.

• Example: Your campaign ran for one day and displayed the ad 2,500 times → Impressions = 2,500.

2. Reach

• Description: Number of unique users who saw your ad at least once.

• Formula: Reported by Meta.

• Example: 2,000 unique people saw your ad → Reach = 2,000.

3. Frequency

• Description: Average number of times each unique user saw your ad.

• Formula: Impressions ÷ Reach.

• Example: You had 2,500 Impressions and 1,000 Reach → Frequency = 2.5.

4. Clicks (All)

• Description: Total clicks on your ad (including likes, comments, shares, link clicks, etc.).

• Formula: Sum of all recorded clicks.

• Example: Over a week, your ad received 300 total clicks → Clicks (All) = 300.

5. Link Clicks

• Description: Number of clicks on links within the ad leading off Facebook (e.g., to your website).

• Formula: Reported by Meta.

• Example: Out of 300 total clicks, 200 were link clicks → Link Clicks = 200.

6. Unique Link Clicks

• Description: Number of unique users who clicked on your link.

• Formula: Distinct user count of link clicks.

• Example: 180 users out of 200 link clicks were unique → Unique Link Clicks = 180.

7. CTR (Click-Through Rate)

• Description: Percentage of impressions that resulted in a click (all or link-specific).

• Formula: Clicks ÷ Impressions × 100%.

• Example: 300 clicks ÷ 2,500 impressions × 100% = 12% CTR.

8. Unique CTR

• Description: Percentage of reached users who clicked at least once.

• Formula: Unique Link Clicks ÷ Reach × 100%.

• Example: 180 unique link clicks ÷ 1,000 reach × 100% = 18% Unique CTR.

9. CPC (Cost per Click)

• Description: Average cost you pay for each click.

• Formula: Amount Spent ÷ Clicks.

• Example: $100 spent ÷ 300 clicks = $0.33 CPC.

10. CPM (Cost per Mille)

• Description: Cost for every 1,000 impressions.

• Formula: (Amount Spent ÷ Impressions) × 1,000.

• Example: $100 spent ÷ 2,500 impressions × 1,000 = $40 CPM.

11. Cost per Result

• Description: Cost per primary objective result (e.g., lead, purchase).

• Formula: Amount Spent ÷ Number of Results.

• Example: $250 spent ÷ 10 leads = $25 Cost per Lead.

12. Result Rate

• Description: Percentage of results relative to impressions (or clicks).

• Formula (impression-based): (Results ÷ Impressions) × 100%.

• Example: 10 leads ÷ 2,500 impressions × 100% = 0.4% Result Rate.

13. Landing Page Views

• Description: Clicks where the webpage actually loaded (tracked via pixel).

• Formula: Reported by Meta; link clicks minus bounces.

• Example: 200 link clicks but only 150 page loads → Landing Page Views = 150.

14. Cost per Landing Page View

• Description: Cost for each successful landing page view.

• Formula: Amount Spent ÷ Landing Page Views.

• Example: $100 spent ÷ 150 LPVs = $0.67 CPLPV.

15. Page Engagement

• Description: Total actions on your Facebook Page (reactions, shares, etc.).

• Formula: Sum of all engagements on your page.

• Example: Over a campaign, you get 500 combined reactions, comments, shares → Page Engagement = 500.

16. Cost per Page Engagement

• Description: Average cost for each engagement on your page.

• Formula: Amount Spent ÷ Page Engagement.

• Example: $200 spent ÷ 500 engagements = $0.40 Cost/Engagement.

17. Post Engagement

• Description: Total user actions (likes, comments, shares, etc.) on a specific sponsored post.

• Formula: Reported by Meta.

• Example: Your sponsored post receives 300 total engagements → Post Engagement = 300.

18. Cost per Post Engagement

• Description: Cost per engagement on your sponsored post.

• Formula: Amount Spent ÷ Post Engagement.

• Example: $60 spent ÷ 300 engagements = $0.20 Cost/Post Engagement.

19. Post Reactions

• Description: Number of reactions (Like, Love, Wow, etc.) on your post.

• Formula: Reported by Meta.

• Example: Your post gets 100 “Likes” and 20 “Love” = 120 Post Reactions.

20. Post Comments

• Description: Number of comments on your post.

• Formula: Reported by Meta.

• Example: You receive 50 comments → Post Comments = 50.

21. Post Shares

• Description: Number of times your post was shared.

• Formula: Reported by Meta.

• Example: 20 people shared your post → Post Shares = 20.

22. Photo Views

• Description: Number of views on a photo in your ad, if applicable.

• Formula: Reported by Meta.

• Example: Your carousel ad’s third photo got 1,000 views → Photo Views = 1,000.

23. Video Views (2-Second Continuous Views)

• Description: Times your video was watched for at least 2 seconds continuously.

• Formula: Reported by Meta.

• Example: 3,000 short views recorded → 2-Second Video Views = 3,000.

24. 3-Second Video Views

• Description: Times your video was watched for at least 3 seconds.

• Formula: Reported by Meta.

• Example: Your ad logs 2,800 3-second views → 3-Second Video Views = 2,800.

25. 10-Second Video Views

• Description: Times your video was watched for at least 10 seconds.

• Formula: Reported by Meta.

• Example: 1,500 viewers watched your video at least 10 seconds → 10-Second Views = 1,500.

26. ThruPlays

• Description: Views to completion if under 15s, or at least 15s if longer.

• Formula: Reported by Meta.

• Example: 1,000 viewers watched the entire 10s video → ThruPlays = 1,000.

27. Cost per ThruPlay

• Description: Cost for each ThruPlay.

• Formula: Amount Spent ÷ ThruPlays.

• Example: $100 spent ÷ 1,000 ThruPlays = $0.10 Cost/ThruPlay.

28. Video View Rate

• Description: Percentage of impressions that turned into a video view (3s, 10s, etc.).

• Formula: (Video Views ÷ Impressions) × 100%.

• Example: 2,800 3-second views ÷ 5,000 impressions = 56% View Rate.

29. Video Percentage Watched

• Description: Average percentage of video watched by viewers.

• Formula: Reported by Meta. (Avg. watch time ÷ video length × 100%).

• Example: On average, users watched 40% of your 10s video → Video % Watched = 40%.

30. 25% Video Views

• Description: Number of times viewers reached at least 25% of the video length.

• Formula: Reported by Meta.

• Example: 2,200 watchers reached 25% → 25% Video Views = 2,200.

31. 50% Video Views

• Description: Views reaching half of the video.

• Formula: Reported by Meta.

• Example: 1,800 watchers reached 50% → 50% Video Views = 1,800.

32. 75% Video Views

• Description: Views reaching three-quarters of the video.

• Formula: Reported by Meta.

• Example: 1,200 watchers reached 75% → 75% Video Views = 1,200.

33. 95% Video Views

• Description: Views reaching 95% of the video.

• Formula: Reported by Meta.

• Example: 1,100 watchers reached 95% → 95% Video Views = 1,100.

34. 100% Video Views (Completions)

• Description: Views that watched the entire video.

• Formula: Reported by Meta.

• Example: 1,000 watchers completed the entire video → 100% Video Views = 1,000.

35. Cost per 3-Second Video View

• Description: Cost for each 3-second view.

• Formula: Amount Spent ÷ 3-Second Views.

• Example: $100 spent ÷ 2,800 3-second views = $0.036 CPV.

36. Cost per 10-Second Video View

• Description: Cost for each 10-second view.

• Formula: Amount Spent ÷ 10-Second Views.

• Example: $100 spent ÷ 1,500 10-second views = $0.067 CPV.

37. Engagement Rate

• Description: Percentage of impressions that led to any engagement (likes, shares, clicks, etc.).

• Formula: (Post Engagement ÷ Impressions) × 100%.

• Example: 300 engagements ÷ 2,500 impressions = 12% Engagement Rate.

38. CPC (All)

• Description: Cost per all possible clicks (not just link clicks).

• Formula: Amount Spent ÷ Clicks (All).

• Example: $50 spent ÷ 300 total clicks = $0.17 CPC.

39. Cost per Action (CPA)

• Description: Average cost for any specified action (click, reaction, etc.).

• Formula: Amount Spent ÷ Actions.

• Example: $100 spent ÷ 500 actions = $0.20 CPA.

40. Conversions

• Description: Number of events defined as conversions (leads, sales, sign-ups).

• Formula: Tracked by Meta pixel/SDK.

• Example: Pixel logs 25 purchases → Conversions = 25.

41. Cost per Conversion

• Description: Average cost for each conversion.

• Formula: Amount Spent ÷ Conversions.

• Example: $500 spent ÷ 25 conversions = $20 Cost/Conversion.

42. Conversion Rate

• Description: Percentage of clicks that result in a conversion.

• Formula: (Conversions ÷ Link Clicks) × 100%.

• Example: 25 conversions ÷ 200 link clicks = 12.5% Conversion Rate.

43. Leads

• Description: Number of leads (form submissions, sign-ups).

• Formula: Tracked by lead forms or pixel events.

• Example: 10 sign-ups captured → Leads = 10.

44. Cost per Lead

• Description: Average cost for each lead generated.

• Formula: Amount Spent ÷ Leads.

• Example: $200 spent ÷ 10 leads = $20 Cost/Lead.

45. Lead Conversion Rate

• Description: Percentage of link clicks that become leads.

• Formula: (Leads ÷ Link Clicks) × 100%.

• Example: 10 leads ÷ 200 link clicks = 5% Lead Conversion Rate.

46. Purchases

• Description: Number of purchase events tracked.

• Formula: Pixel-based “Purchase” event.

• Example: 15 sales recorded → Purchases = 15.

47. Cost per Purchase

• Description: Average cost for each purchase.

• Formula: Amount Spent ÷ Purchases.

• Example: $300 spent ÷ 15 purchases = $20 Cost/Purchase.

48. Purchase Conversion Value

• Description: Total revenue generated from tracked purchases.

• Formula: Sum of “value” field in Purchase events.

• Example: The total of the 15 purchases is $1,500 → Purchase Conversion Value = $1,500.

49. ROAS (Return on Ad Spend)

• Description: Revenue earned for every dollar spent on ads.

• Formula: Purchase Conversion Value ÷ Amount Spent.

• Example: $1,500 revenue ÷ $300 spent = 5.0 ROAS.

50. Add to Cart

• Description: Number of “Add to Cart” events.

• Formula: Reported by Meta pixel.

• Example: 40 visitors clicked “Add to Cart” → Add to Cart = 40.

51. Cost per Add to Cart

• Description: Cost for each “Add to Cart” event.

• Formula: Amount Spent ÷ Add to Cart.

• Example: $200 spent ÷ 40 adds = $5 Cost/Add to Cart.

52. Initiate Checkout

• Description: Number of “Initiate Checkout” events.

• Formula: Pixel “InitiateCheckout” event.

• Example: 30 users started checkout → Initiate Checkout = 30.

53. Cost per Initiate Checkout

• Description: Cost for each checkout initiation.

• Formula: Amount Spent ÷ Initiate Checkout.

• Example: $300 spent ÷ 30 = $10 Cost/Initiate Checkout.

54. Payment Info Added

• Description: Number of “Add Payment Info” events.

• Formula: Pixel event.

• Example: 20 users entered payment details → Payment Info Added = 20.

55. Cost per Payment Info Added

• Description: Cost for each add payment info event.

• Formula: Amount Spent ÷ Payment Info Added.

• Example: $200 spent ÷ 20 events = $10 Cost/Payment Info.

56. Checkouts Completed

• Description: Number of completed checkout events (often same as purchases).

• Formula: Pixel or server-side event.

• Example: 15 completed checkout → Checkouts Completed = 15.

57. Cost per Checkout Completed

• Description: Cost per final checkout event.

• Formula: Amount Spent ÷ Checkouts Completed.

• Example: $300 spent ÷ 15 checkouts = $20.

58. Purchase Rate

• Description: % of clicks or impressions that lead to a purchase.

• Formula: (Purchases ÷ Link Clicks) × 100%.

• Example: 15 purchases ÷ 200 link clicks = 7.5% Purchase Rate.

59. Website Conversion Value

• Description: Total value of all website conversions (purchase, lead value).

• Formula: Sum of tracked conversions’ values.

• Example: $2,000 from all site conversions → Website Conversion Value = $2,000.

60. Website Purchases

• Description: Number of purchases that took place on your site.

• Formula: Pixel-based “Purchase” events.

• Example: 12 website sales → Website Purchases = 12.

61. Cost per Website Purchase

• Description: Average cost for each website purchase.

• Formula: Amount Spent ÷ Website Purchases.

• Example: $240 spent ÷ 12 website purchases = $20.

62. Website Purchase ROAS

• Description: Return on ad spend for website purchases specifically.

• Formula: Website Purchase Conversion Value ÷ Amount Spent.

• Example: $1,200 in website purchase value ÷ $240 spent = 5.0 ROAS.

63. App Installs (Mobile App)

• Description: Number of installs tracked for your mobile app.

• Formula: Meta SDK or integration.

• Example: 100 new app installs → App Installs = 100.

64. Cost per App Install

• Description: Cost for each app install.

• Formula: Amount Spent ÷ App Installs.

• Example: $300 spent ÷ 100 installs = $3 Cost/App Install.

65. App Events

• Description: Number of in-app events (purchases, registrations) recorded.

• Formula: SDK-based event tracking.

• Example: 50 in-app purchases triggered → App Events = 50.

66. Cost per App Event

• Description: Cost for each in-app event recorded.

• Formula: Amount Spent ÷ App Events.

• Example: $500 spent ÷ 50 events = $10.

67. App ROAS

• Description: Return on ad spend from in-app purchases or revenue.

• Formula: In-App Purchase Value ÷ Amount Spent.

• Example: $1,000 from in-app purchases ÷ $500 spent = 2.0 App ROAS.

68. Offline Conversions

• Description: Conversions recorded offline and uploaded to Meta (in-store sales, phone orders).

• Formula: Imported/linked data.

• Example: 5 in-store sales matched to your ads → Offline Conversions = 5.

69. Cost per Offline Conversion

• Description: Cost for each offline conversion.

• Formula: Amount Spent ÷ Offline Conversions.

• Example: $250 spent ÷ 5 offline conversions = $50.

70. Offline ROAS

• Description: Revenue from offline conversions divided by ad spend.

• Formula: Offline Conversion Value ÷ Amount Spent.

• Example: $2,500 in offline revenue ÷ $250 spent = 10.0 Offline ROAS.

71. Unique Impressions

• Description: Number of impressions counting each user once per day.

• Formula: Meta’s daily unique impression measure.

• Example: Over 1 day, 2,000 unique impressions → Unique Impressions = 2,000.

72. Unique Reach

• Description: Number of unique users reached in a specific period.

• Formula: Reported by Meta.

• Example: Over a 7-day period, you reached 5,000 unique people → Unique Reach = 5,000.

73. Unique Frequency

• Description: Average number of times each user sees your ad (based on unique reach).

• Formula: Unique Impressions ÷ Unique Reach.

• Example: 10,000 unique impressions ÷ 5,000 unique reach = 2.0 Unique Frequency.

74. Unique Clicks

• Description: Number of unique users who clicked at least once.

• Formula: Distinct user count.

• Example: 250 total clicks from 200 unique users → Unique Clicks = 200.

75. Unique CTR

• Description: Percentage of unique reached users who clicked.

• Formula: Unique Clicks ÷ Reach × 100%.

• Example: 200 unique clicks ÷ 1,000 reach = 20% Unique CTR.

76. Social Impressions

• Description: Impressions shown with social context (e.g., “John likes this”).

• Formula: Reported by Meta.

• Example: 800 times your ad showed “Friend X likes this” → Social Impressions = 800.

77. Social Reach

• Description: Number of people who saw your ad with social context.

• Formula: Reported by Meta.

• Example: 600 unique people saw the ad with social context → Social Reach = 600.

78. Social Clicks

• Description: Clicks on ads with social context.

• Formula: Reported by Meta.

• Example: 100 clicks specifically on ads with social context → Social Clicks = 100.

79. Social CTR

• Description: CTR for ads shown with social context.

• Formula: (Social Clicks ÷ Social Impressions) × 100%.

• Example: 100 clicks ÷ 800 social impressions = 12.5% Social CTR.

80. Cost per Unique Click

• Description: Average cost per unique user who clicks.

• Formula: Amount Spent ÷ Unique Clicks.

• Example: $60 spent ÷ 200 unique clicks = $0.30.

81. Unique Purchases

• Description: Number of unique users who purchased.

• Formula: Distinct user count with purchase event.

• Example: 10 distinct people made a total of 15 purchases → Unique Purchases = 10.

82. Cost per Unique Purchase

• Description: Cost for each unique purchasing user.

• Formula: Amount Spent ÷ Unique Purchases.

• Example: $300 spent ÷ 10 unique buyers = $30.

83. Unique ROAS

• Description: ROAS focusing on unique purchasers (if one user can buy multiple times).

• Formula: Purchase Value from Unique Purchasers ÷ Amount Spent.

• Example: $1,000 from 10 unique buyers ÷ $300 = 3.33.

84. Canvas View Time (Instant Experience)

• Description: Total time users spent on an Instant Experience ad.

• Formula: Reported by Meta.

• Example: Collectively, users spent 3,000 seconds inside your Canvas → Canvas View Time = 3,000s.

85. Canvas View Percentage (Instant Experience)

• Description: Average % of the Canvas that users viewed.

• Formula: Reported by Meta.

• Example: On average, users scrolled through 80% of the Canvas → Canvas View % = 80%.

86. Button Clicks

• Description: Number of times users clicked a specific CTA button in your ad.

• Formula: Subset of link clicks.

• Example: 90 clicks on the “Learn More” button → Button Clicks = 90.

87. Cost per Button Click

• Description: Cost per CTA button click.

• Formula: Amount Spent ÷ Button Clicks.

• Example: $180 spent ÷ 90 button clicks = $2.

88. Page Likes

• Description: Number of new Likes on your Facebook Page attributed to ads.

• Formula: Tracked by Meta.

• Example: 30 new page likes from your ad → Page Likes = 30.

89. Cost per Page Like

• Description: Cost for each new page like.

• Formula: Amount Spent ÷ Page Likes.

• Example: $60 spent ÷ 30 new likes = $2.

90. Daily Unique Reach

• Description: Number of unique users reached each day (then summed or averaged).

• Formula: Meta’s daily metrics.

• Example: Day 1: 500 unique → Day 2: 700 unique → etc.

91. Daily Unique Impressions

• Description: Unique impressions per day, aggregated.

• Formula: Reported by Meta.

• Example: Day 1: 600 unique impressions, Day 2: 900, etc.

92. Daily Unique Clicks

• Description: Unique daily clicks, aggregated.

• Formula: Reported by Meta.

• Example: Day 1: 50 unique clicks, Day 2: 60, etc.

93. Overlap Impressions

• Description: Portion of your audience reached by multiple ad sets (audience overlap).

• Formula: Provided in Audience Overlap tools.

• Example: 200 impressions overlap between two ad sets.

94. Budget Utilization

• Description: Percentage of allocated budget actually spent.

• Formula: (Amount Spent ÷ Total Budget) × 100%.

• Example: $400 spent out of $500 budget = 80% utilization.

95. Lifetime Budget

• Description: Max total amount set for campaign over its entire lifespan.

• Formula: User-defined.

• Example: You set a lifetime budget of $2,000 for the campaign.

96. Daily Budget

• Description: The daily spending limit for your campaign or ad set.

• Formula: User-defined.

• Example: You have a $50 daily budget.

97. Amount Spent

• Description: Total money spent by the ads so far.

• Formula: Sum of costs incurred.

• Example: After 10 days, total spend is $800 → Amount Spent = $800.

98. Cost per Thousand People Reached (CPRP)

• Description: Cost to reach 1,000 unique people.

• Formula: (Amount Spent ÷ Reach) × 1,000.

• Example: $250 spent ÷ 5,000 reached × 1,000 = $50 CPRP.

99. Quality Ranking (Ad Relevance Diagnostics)

• Description: Compares your ad’s perceived quality to other ads.

• Formula: Reported by Meta (Below Avg, Avg, Above Avg).

• Example: Your ad might get “Above Average” in quality ranking.

100. Conversion Rate Ranking (Ad Relevance Diagnostics)

• Description: Compares your ad’s expected conversion rates to competitors.

• Formula: Reported by Meta.

• Example: You might see “Average” or “Below Average” for your conversion rate rank.