Facebook and Instagram ad metrics

Oct 30, 2026
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Article updated: January 23, 2026

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.

For details and limitations on how we collect, backfill, and store data for each social network, see Understand data in Analytics.

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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Amount spent	The estimated amount of money spent on your campaigns, ad sets, or ads during their schedule. This metric is estimated by Meta
CPM (cost per 1,000 impressions)	The average cost to display your ads 1,000 times. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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). We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
CPP (cost per 1,000 people reached)	The average cost for your ads to reach 1,000 people. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per 3-second video plays	The average cost for a 3-second video play. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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 Meta. 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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per unique link click	The average cost for a unique link click. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per like	The average cost for a like of your Page. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Checkouts initiated omni	The number of initiate checkout events attributed to your ads
Cost per Page engagement	The average cost for a Page engagement. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per post engagement	The average cost for a post engagement. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per add of payment info	The average cost for an add of payment info event. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per checkout initiated	The average cost for a checkout initiated event. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per landing page view	The average cost for a landing page view. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per checkout initiated omni	The average cost of a checkout initiated event. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
Cost per post save	The average cost for a post save. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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. We recommend Line, Area, and Column visualizations for daily values over time, as Number, Gauge, Pie, and List visualizations can only display average daily values.
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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Facebook and Instagram ad metrics

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fb-ig-ad-metrics

Facebook and Instagram ad metrics

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Facebook and Instagram ad metrics