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  Article updated: May 25, 2022

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 and Impact. Use CTRL+F (CMD +F on Mac) to search content in this article.

Facebook and Instagram ad metrics
Metric nameDescription
ReachThe number of users who have seen your ads at least once. This number may be higher than in Facebook Ads Manager as Facebook counts only unique users. While we collect the daily number of unique users, we aggregate them over your selected date range, which may result in a double count
ImpressionsThe 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 spentThe 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 playsThe average cost for a 3-second video play
CommentsThe number of comments on your ads
Page engagementThe 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 engagementThe 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
ReactionsThe number of reactions (like, love, love, wow, sad, and angry) to your ads
3-second video playsThe number of times your videos played for at least three seconds, or for 97% of its length if they're shorter than three seconds
FrequencyThe average number of times a user saw one of your ads, calculated by dividing impressions by reach. Monitor frequency against 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 as Facebook counts only unique users. While we collect the daily number of unique users, we aggregate them over your selected date range, which may result in a double count
Unique commentsThe number of people who commented on your ads
Unique Page engagementThe 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 engagementThe 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 reactionsThe number of people who reacted to your ads. Reactions include like, love, love, wow, sad, and angry
Unique 3-second video playsThe 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 viewsThe 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 timeThe 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
SavesThe number of times your ads have been saved
Unique savesThe number of people who saved your ads
Landing page viewsThe number of times people clicked on your ads and viewed your landing page
Unique landing page viewsThe number of people who clicked on your ads and viewed your landing page
Link clicksThe 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 clicksThe 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 viewsThe average cost for a click on your ads that sent people to your landing page
Cost per unique link clickThe 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
LeadsThe number of leads attributed to your ads
LikesThe number of likes of your Facebook Page that are attributed to your ads
Photo viewsThe number of people who clicked on your Page's photos to view them after seeing your ads
Unique leadsThe number of unique leads attributed to your ads
Unique likesThe number of people who liked your Page after seeing your ads
Adds of payment infoThe number of add payment info events attributed to your ads
Checkouts initiatedThe number of initiate checkout events attributed to your ads
Cost per leadThe average cost for a lead
Cost per likeThe average cost for a like of your Page
Unique photo viewsThe number of people who clicked on your Page's photos to view them after seeing your ads
Checkouts initiated omniThe number of initiate checkout events attributed to your ads
Cost per Page engagementThe average cost for a Page engagement
Cost per post engagementThe average cost for a post engagement
Cost per add of payment infoThe average cost for an add of payment info event
Cost per checkout initiatedThe average cost for a checkout initiated event
Cost per landing page viewThe average cost for a landing page view
Cost per 3-second video playThe average cost for a 3-second video play
Unique checkouts initiated omniThe estimated number of people who initiated checkouts
Cost per checkout initiated omniThe average cost of a checkout initiated event
Cost per unique add of payment infoThe average cost for a unique add of payment info event
Cost per post saveThe average cost for a post save
Cost per unique checkout initiated omniThe average cost for a unique checkout initiated event
Cost per unique post savesThe average cost for a unique post save
Main resultThe number of times your ad achieved an outcome, based on the objective and settings you selected
Cost per resultThe average cost per number of times your ad achieved an outcome, based on the objective and settings you selected
PurchasesThe number of purchase events attributed to your ads
Adds to cartThe number of add to cart events attributed to your ads
Mobile achievements unlockedThe number of unlock achievement events recorded on a mobile device and attributed to your ads
Mobile app activationsThe number of times your app was activated on a mobile device and attributed to your ads
Mobile registrations completedThe number of complete registration events recorded on a mobile device and attributed to your ads
Mobile purchasesThe number of purchase events recorded on a mobile device and attributed to your ads
Registrations completedThe number of complete registration events attributed to your ads
Mobile app installsThe number of installs of your app recorded on a mobile device and attributed to your ads
Total achievements unlockedThe total number of unlock achievement events recorded on mobile and desktop and attributed to your ads
Total app activationsThe total number of times your app was activated from desktop or mobile and attributed to your ads
Total adds to cartThe total number of add to cart events recorded on desktop and mobile and attributed to your ads
Total app installsThe total number of app installs recorded on desktop and mobile and attributed to your ads
Total registrations completedThe total number of complete registration events recorded on desktop and mobile and attributed to your ads
Total purchasesThe total number of purchase events recorded on desktop and mobile and attributed to your ads
Total searchesThe number of search events recorded on desktop and mobile and attributed to your ads
Total content viewsThe total number of view content events recorded on desktop and mobile and attributed to your ads
Event responsesThe number of people who responded Interested or Going to your Facebook event after seeing your ads
SearchesThe number of search events attributed to your ads
Content viewsThe number of view content events attributed to your ads
Purchase ROASThe 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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