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  Article updated: October 23, 2024

Facebook and Instagram ad metrics

Facebook and Instagram ad metrics help you figure out how your Facebook and Instagram ads and campaigns are doing. This article goes over the Facebook and Instagram ad metrics available in Analytics. Use CTRL+F (CMD +F on Mac) to search content in this article.

Facebook and Instagram ad metrics
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 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
Landing page views The number of times people 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 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
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
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 post save The average cost for a post save
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

  Return to the full list of metrics available in Analytics

 

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