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  Article updated: April 29, 2022

Legacy Facebook Ad metrics in Impact

Facebook Ad metrics help you figure out how your ads are doing on Facebook. This article goes over the legacy Facebook Ad metrics available in Impact. Looking for recent metrics? Go to Facebook metrics available in Impact. Use CTRL+F (CMD +F on Mac) to search content in this article.

Legacy Facebook Ads Page metrics

Learn more about Page-level and post-level metrics.

Legacy Facebook Ads metrics in Impact
Metric name in Facebook AdsMetric name in ImpactDefinition
Page LikesFansThe number of Page likes that came from people who saw your Page or post in an ad
-LikesThe number of likes on your Page's posts from people who saw your ads
Post ReactionsReactionsThe number of reactions on your ads
-UnlikeThe number of Page unlikes that came from people who saw your Page or post in an ad
FrequencyFrequencyThe average number of times a person saw an ad about your Page. Monitor frequency against results and relevance to ensure the same people aren't seeing your ad too often. This metric is estimated by Facebook
ImpressionsImpressionsThe number of times your Page's ads have entered people's screens
-Social ImpressionsThe number of times your ad was displayed with social information, such as a person's Facebook friend engaging with your Page or ad
CPM (Cost per 1,000 Impressions)CPM (Cost Per Thousand Impressions)The average cost for 1,000 impressions
ReachReachThe number of unique people who saw your ads at least once. This metric is estimated by Facebook
-Social ReachThe number of people who saw your ad with social information, such as a person's Facebook friend engaging with your Page or ad
Cost per 1,000 People ReachedCPP (Cost Per Thousand People Reached)The average cost to reach 1,000 unique people. This metric is estimated by Facebook
Mobile App Achievements UnlockedAchievement Unlocked (Mobile)The number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads
-App StoryThe number of actions related to the desktop app story that were recorded as app events and attributed to your ads
Desktop App UsesApp UseThe number of uses of your desktop app that were recorded as app events and attributed to your ads
-Canvas App EngagementThe number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads on mobile
-Canvas App InstallsThe number of installs of your mobile app that were recorded as app events and attributed to your ads
Mobile App Content ViewsContent View (Mobile)The number of content views in your mobile app that were recorded as app events and attributed to your ads
Mobile App Custom EventsCustom Event (Mobile)The number of custom events in your mobile app that were recorded as app events and attributed to your ads
Mobile App Levels CompletedLevel Achieved (Mobile)The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads
-Mobile App EngagementThe number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads
Page EngagementPage EngagementsThe number of times people have engaged with your Page and posts through reactions, comments, shares and more, after seeing your ads
-Page Tab ViewThe number of views of tabs on your Facebook Page attributed to your ads
Photo ViewsPhoto ViewsThe number of times people have clicked to view the photos on your Page or in your posts after seeings your ads
Post EngagementPost EngagementsThe number of actions that people took on your ads. Includes reactions, comments, shares, offer claims, photo views, and link clicks on your ads
Mobile App Ratings SubmittedRate (Mobile)The number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads
Mobile App SearchesSearch (Mobile)The number of custom events in your mobile app that were recorded as app events and attributed to your ads
-Total ActionsThe total number of actions that people took after seeing your ads. Actions may include engagement, clicks or conversions
Mobile App Tutorials CompletedTutorial Completion (Mobile)The number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads
Video PlaysVideo PlaysThe number of times your video ad starts to play. This is counted for each impression of a video, and excludes replays
Website Content ViewsViews Content (Pixel)The number of visits to a web page included in your ads
-VoteThe number of votes on your Page attributed to your ad
Post CommentsCommentsThe number of comments on your ads
Post SharesSharesThe number of shares of your ads
Unique App ActivationsActivate App (Mobile)The number of unique users who have activated your app after seeing your ad
Mobile App Adds of Payment InfoAdd Payment Info (Mobile)The number of times payment info was added in your mobile app that were recorded as app events and attributed to your ads
Adds to CartAdd To Cart (Conversion)The number of add to cart events attributed to your ads
Mobile App Adds to CartAdd To Cart (Mobile)The number of times items were added to a cart in your mobile app that were recorded as app events and attributed to your ads
Mobile App Adds to WishlistAdd To Wishlist (Mobile)The number of times items were added to a wishlist in your mobile app that were recorded as app events and attributed to your ads
Website Adds of Payment InfoAdds Payment Info (Pixel)The number of add payment info events tracked by the pixel on your website and attributed to your ads
Website Adds to WishlistAdds To Wishlist (Pixel)The number of add to wishlist events tracked by the pixel on your website and attributed to your ads
Check-InsCheckinThe number of check-ins to your Page attributed to your ads
-Checkout (Site Conversion)The number of checkout events tracked by the pixel on your website and attributed to your ads
Clicks (All)ClicksThe number of clicks on your ads. Includes link clicks, reactions, comments, clicks on media, and other engagement
CPC (All)Cost Per ClickThe average cost for each click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement
Unique Clicks (All)Unique ClicksThe number of unique people who clicked on your ads. Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook
Cost per Unique Click (All)Cost Per Unique ClickThe average cost for each unique click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook
Link ClicksLink ClicksThe number of link clicks on any area of the ad that leads to destinations or experiences, on or off Facebook. Includes links to websites, app stores or app deep links, click to call, click to message, maps or directions, Facebook Canvas, Facebook lead forms, Facebook Marketplace, playable experiences, videos hosted by another website (including videos embedded in News Feed ads but hosted on a video platform such as YouTube or Vimeo), and videos that launch the Watch & Browse experience
-Social ClicksThe number of clicks on your ad when it was displayed with social information, such as a person's Facebook friends engaging with your Page or ad
-Unique Social ClicksThe number of unique clicks on your ad when it was displayed with social information, such as a person's Facebook friends engaging with your Page or ad
CTR (All)CTR (Click Through Rate)The percentage of times people saw your ad and performed a click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement
Unique CTR (All)Unique CTR (Click Through Rate)The percentage of people who saw your ad and performed a unique click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook
Outbound ClicksOutbound website clicksNumber of clicks to your website from your ads
Outbound CTR (Click-Through Rate)Outbound website CTR (click-through rate)The percentage of people who clicked on your ad to go to your website out of the people who saw your ad
Mobile App Registrations CompletedMobile app registrations completedThe number of registrations in your mobile app that were recorded as app events and attributed to your ads
-Total conversionsThe total value of all conversions attributed to your ads. These may include conversions recorded by your pixel, app events, offline events or on-Facebook events
Mobile App Checkouts InitiatedMobile app checkouts initiatedThe number of checkouts started in your mobile app that were recorded as app events and attributed to your ads
Website LeadsLeads (Pixel)The number of lead events tracked by the pixel on your website and attributed to your ads
Mobile App InstallsMobile app installsThe number of installs of your mobile app that were recorded as app events and attributed to your ads
Mobile App PurchasesMobile app purchasesThe number of purchases made in your mobile app that were recorded as app events and attributed to your ads
-Offer claimsThe number of clicks on the links in your ads to receive an offer
Registrations CompletedRegistrations completedThe number of registration events attributed to your ads
Event ResponsesEvent responsesThe number of people who responded Interested or Going to your Facebook event after seeing your ads
Website SearchesWebsite searchesThe number of search events tracked by the pixel on your website and attributed to your ads
Mobile App Credits SpentMobile app credits spentThe number of credits spent in your mobile game app that were recorded as app events and attributed to your ads
Video Average Play TimeAverage Length Of Time ViewedThe average length of time a video was played
Website PurchasesWebsite purchasesThe number of purchases tracked by the pixel on your website and attributed to your ads
Amount SpentSpendThe estimated amount of money you've spent on your campaign, ad set, or ad during its schedule. This metric is estimated by Facebook
-Total Action ValueThe total value returned from all actions on your ads. Actions may include engagement, clicks, or conversions
-Total Unique ActionsThe total number of people who performed an action attributed to your ads. Actions may include engagement, clicks or conversions
-TransactionsThe total number of ecommerce transactions
(This metric will only populate if Google Analytics is connected to Impact)
-Ecommerce RevenueThe total sale revenue (excluding shipping and tax) from transactions
(This metric will only populate if Google Analytics is connected to Impact)
-Goal Completions AllThe number of completions on your website for all goals defined in the profile
(This metric will only populate if Google Analytics is connected to Impact)
-Goal Value AllThe total numeric value for all the goal completions on your website
(This metric will only populate if Google Analytics is connected to Impact)
-Website Page ViewsThe number of page views on your site originating from both paid and unpaid post links
(This metric will only populate if Google Analytics is connected to Impact)
-Website SessionsThe total number of sessions on your site originating from both paid and unpaid post links
(This metric will only populate if Google Analytics is connected to Impact)
-Website VisitsThe number of visits to your website originating from both paid and unpaid post links
(This metric will only populate if Google Analytics is connected to Impact)

Legacy Facebook Ads post metrics

Learn more about Page-level and post-level metrics.

Legacy Facebook Ads metrics in Impact
Metric name in Facebook AdsMetric name in ImpactDefinition
Page LikesPage likesThe number of Page likes that came from people who saw your Page or post in an ad
Post ReactionsPost ReactionsThe number of reactions on your ads
-Fan Page UnlikesNumber of unlikes on your Page attributed to your ads
-LikesThe number of likes on your Page's posts as a result of your ad
ReachReachThe number of unique people who saw your ads at least once. This metric is estimated by Facebook
-Social ReachThe number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Page or ad
Cost per 1,000 People ReachedCost Per ReachThe average cost to generate one thousand unique impressions. This metric is estimated by Facebook
ImpressionsImpressionsThe number of times your ads were viewed. Can include multiple views by the same people
-Social ImpressionsThe number of times your ad was seen displayed with social information, which shows other Facebook friends who engaged with your Page or ad
CPM (Cost per 1,000 Impressions)CPM (Cost Per Thousand Impressions)The average cost for 1,000 impressions
FrequencyFrequencyThe average number of times each person saw your ad. Monitor frequency against results and relevance to ensure the same people aren't seeing the ad too often. This metric is estimated by Facebook
Photo ViewsPhoto ViewsThe number of views of photos on your Page or posts that are attributed to your ads. Photo views are counted when people click on photos to view them
Video PlaysVideo PlaysThe number of times your video starts to play. Counted for each impression, and excludes replays
-Video viewsThe number of times your video has been viewed for at least 3 seconds
-Cost Per Video ViewThe average cost for each play of your ad's video
Video Plays at 100%Video Views Completed to 100%The number of times your video was played to 100% of its length, including plays that skipped to this point
Video Plays at 25%Video Views Completed to 25%The number of times your video was played to 25% of its length, including plays that skipped to this point
-Video Views Completed to 30sThe number of times your video was played to 97% of its length, or for at least 30 seconds, whichever happened first
Video Plays at 50%Video Views Completed to 50%The number of times your video was played to 50% of its length, including plays that skipped to this point
Video Plays at 75%Video Views Completed to 75%The number of times your video was played to 75% of its length, including plays that skipped to this point
Video Plays at 95%Video Views Completed to 95%The number of times your video was played to 95% of its length, including plays that skipped to this point
Cost per ThruPlayCost Per Completed Video ViewThe average cost for each view to the video's completion, or for at least 15 seconds
Post CommentsCommentsThe number of comments on your ads
Post SharesSharesThe number of shares of your ads
-Cost Per ShareThe average cost for each share of your ad
-EngagementsEngagements = Shares + Comments
(This is a calculated metric)
Cost Per Post EngagementCost Per EngagementThe average cost for each post engagement
Page EngagementPage EngagementsThe total number of actions that people took on your Page and its posts, attributed to your ads
Post EngagementPost EngagementsThe total number of actions that people take involving your ads. Include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link
Mobile App Achievements UnlockedAchievement (Mobile)The number of features, levels or achievements unlocked in your mobile app that were recorded as app events and attributed to your ads
Unique App ActivationsActivations (Mobile)The number of people who performed app activations
Mobile App Adds of Payment InfoAdd Payment (Mobile)The number of times payment info was added in your mobile app that were recorded as app events and attributed to your ads
Adds to CartAdd To Cart (Conversion)The number of add to cart events attributed to your ads
Mobile App Adds to CartAdd To Cart (Mobile)The number of times items were added to a cart in your mobile app that were recorded as app events and attributed to your ads
Mobile App Adds to WishlistAdd To Wishlist (Mobile)The number of times items were added to a wishlist in your mobile app that were recorded as app events and attributed to your ads
-Canvas App InstallsThe number of installs of your mobile app that were recorded as app events and attributed to your ads. The metric counts when people opened your app for the first time
Check-InsCheck-insThe number of check-ins to your Page attributed to your ads
Mobile App Checkouts InitiatedCheckouts (Mobile)The number of checkouts started in your mobile app that were recorded as app events and attributed to your ads
-Checkout ConversionThe number of checkout events tracked by the pixel on your website and attributed to your ads
Mobile App Registrations CompletedCompleted Registrations (Mobile)The number of registrations in your mobile app that were recorded as app events and attributed to your ads
Mobile App Content ViewsMobile app content viewsThe number of content views in your mobile app that were recorded as app events and attributed to your ads
LeadsLead ConversionsThe number of leads attributed to your ads
Mobile App Levels CompletedLevel Achievements (Mobile)The number of levels achieved in your mobile app that were recorded as app events and attributed to your ads
Link ClicksLink clicksThe number of link clicks on any area of the ad that leads to destinations or experiences, on or off Facebook. Includes links to websites, app stores or app deep links, click to call, click to message, maps or directions, Facebook Canvas, Facebook lead forms, Facebook Marketplace, playable experiences, videos hosted by another website (including videos embedded in News Feed ads but hosted on a video platform such as YouTube or Vimeo), and videos that launch the Watch & Browse experience
CTR (Link Click-Through Rate)Link Click CTR %The percentage of times people saw your ads and performed a link click
CPC (Cost per Link Click)Cost Per Link ClickThe average cost for each link click
Outbound ClicksWebsite ClicksNumber of clicks to your website from your ads
Clicks (All)Clicks (all)The number of clicks on your ads. Includes link clicks, reactions, comments, clicks on media, and other engagement
CPC (All)CPC (Cost Per Click)The average cost for each click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement
Unique Clicks (All)Unique ClicksThe number of people who performed a click (all). Clicks include link clicks, reactions, comments, clicks on media, and other engagement. This metric is estimated by Facebook
-Social ClicksThe number of clicks (all) on your ad when it was displayed with social information, which shows other Facebook friends who engaged with your Page or ad
-Unique Social ClicksThe number of unique clicks when your ad was displayed with social information, which shows other Facebook friends who engaged with your Page or ad
-App Engagements (Mobile)The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads
Mobile App InstallsApp Installs (Mobile)The number of installs of your mobile app that were recorded as app events and attributed to your ads
-Other ConversionsThe number of other types of conversion events tracked by the pixel on your website and attributed to your ads
-Tab ViewsThe number of views of tabs on your Facebook Page attributed to your ads
Mobile App PurchasesPurchases (Mobile)The number of purchases made in your mobile app that were recorded as app events and attributed to your ads
Mobile App Ratings SubmittedMobile app ratings submittedThe number of ratings submitted in your mobile app that were recorded as app events and attributed to your ads
-Received OffersThe number of clicks on receive offer links
Registrations CompletedRegistration ConversionsThe number of registration events attributed to your ads
Event ResponsesRSVPsThe number of people who responded Interested or Going to your Facebook event as a result of your ad
Mobile App SearchesMobile app searchesThe number of searches in your mobile app that were recorded as app events and attributed to your ads
Mobile App Credits SpentMobile app credits spentThe number of credits spent in your mobile game app that were recorded as app events and attributed to your ads
-Total ConversionsThe total number of conversions attributed to your ads. These may include conversions recorded by your pixel, app events, offline events or on-Facebook events
Mobile App Tutorials CompletedMobile app tutorials completedThe number of tutorials completed in your mobile app that were recorded as app events and attributed to your ads
-VotesNumber of votes on your Page attributed to your ad
-Desktop app story engagementsThe number of actions related to the desktop app story that were recorded as app events and attributed to your ads
Desktop App UsesDesktop app usesThe number of uses of your desktop app that were recorded as app events and attributed to your ads
-Canvas app engagementThe number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads on mobile
-Custom (Conversion)The number of custom conversion events attributed to your ads
Mobile App Custom EventsMobile app custom eventsThe number of custom events in your mobile app that were recorded as app events and attributed to your ads
Amount SpentSpendThe estimated amount of money you've spent on your campaign, ad set or ad during its schedule. This metric is estimated by Facebook
-Total ActionsThe total number of actions people took that are attributed to your ads. Actions may include engagement, clicks, or conversions
-Total Unique ActionsThe number of people who took an action that was attributed to your ads. This metric is estimated by Facebook
-Total Action ValueThe total value of all conversions attributed to your ads

  Return to the full list of metrics available in Impact

 

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