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Facebook Ad Metrics & KPIs That Matter to Your Business (2023)

Facebook ad metrics

Are you tired of your Facebook Ad Metrics not delivering the results you hoped for? 

Look no further! In our comprehensive guide, we unravel the complexities behind successful Facebook advertising. Whether you’re a business owner, marketer, or enthusiast, this blog is your go-to resource for mastering the art of Facebook Ad metrics. Dive into the world of impressions, reach, conversions, and more as we break down the essentials. Don’t miss out on this opportunity to elevate your ad game and achieve your marketing goals. Let’s get started! 

What are Facebook Ad metrics & KPIs?

Facebook ad metrics are specific data points that show how well your ads are doing on the platform. They provide insights into various aspects of your ad campaign, such as the number of people who viewed your ad, clicked on it, or took a desired action like making a purchase.

While Facebook ad metrics offer a detailed overview of your ad’s performance, Facebook ads KPIs align with your business goals and give you a bird’s-eye view of your campaign success.

By analyzing these numbers, you can identify what’s working effectively and what needs improvement in your campaigns. They act as a guide, helping you navigate the digital advertising landscape and make informed decisions to enhance your ad strategies & maximize your return on investment.

What are the most important Facebook Ad metrics & KPIs?

In your Facebook Ads account, there are 4 primary sets of metrics available, each falling under specific categories: Performance, Engagement, Conversions, and Settings metrics but we only need to focus on these 3 main categories: Performance, Engagement, and Conversions metrics. 

Performance Metrics Engagement Metrics Conversion Metrics 
Cost Per Result (CPR)Post EngagementConversion Rate
Click-Through Rate (CTR)Return on Ad Spend (ROAS)

Performance Metrics 

CPR (Cost per Result)


Cost per Result (CPR) in Facebook ads refers to the average cost incurred for a specific action you aim to achieve through your ad campaign, such as leads or video views. To calculate CPR, divide the total amount spent on the campaign by the total number of desired results obtained. 

cpr facebook ad metrics

For example, if you spent $500 and obtained 100 leads, your CPR for lead generation would be $5 ($500/100=$5.00 per lead).

Why It Matters

It helps identify which audience or creative elements yield the best results at the lowest cost. Analyzing CPR allows you to optimize your ads, focusing on strategies that work effectively, and eliminating less productive ones. This data is vital for making well-informed decisions and ensures that your ad spending aligns with your goals and budget.

What is a good CPR for Facebook ads?

The cost per lead can fluctuate significantly, reaching highs of $153.48 during peak advertising seasons. On average, it hovers around $81. Knowing these benchmarks aids in effective budget allocation, enabling you to achieve desired results within your budget limits.

Engagement Metrics

Click-Through Rate (CTR)


Click-Through Rate (CTR) is a specific metric in Facebook advertising that measures the effectiveness of your ads in driving users away from Facebook to visit your external website. Unlike the standard click-through rate, which counts clicks regardless of the destination, outbound clicks are specifically tracked when users leave Facebook’s platform to engage with your website. The formula for Outbound CTR is as follows:

ctr facebook ad metrics

For example, if your ad received 1,000 impressions and 10 people clicked on the ad to visit your website, your Outbound CTR would be 1%

What is a good CTR for Facebook ads?

It indicates how engaging and relevant your ad content is to your target audience. If users are clicking on your ad to visit your website, it signifies that your ad message resonates with them. It helps you assess the appeal of your creative and the alignment of your audience targeting with your product or service.

How It Helps

  • CTR helps you determine which ad creatives capture the interest of your audience the most. By analyzing this metric, you can refine your ad content to better convey the value of your offering.
  • A high CTR suggests that your audience finds your product or service relevant. Conversely, a low CTR may indicate a mismatch between your ad message and the audience’s needs. 


CTR benchmarks typically range from 0.99% at the highest to 0.61% at the lowest. The average CTR, considering these percentages, stands at 0.79%. Monitoring CTR helps you gauge the effectiveness of your ad campaigns in driving traffic to your website, enabling you to make data-driven decisions for better engagement and conversions.

Engagement Rate


Engagement Rate represents the percentage of people who actively interact with your ad, including actions like likes, clicks, shares, and comments, among others. It’s a measure of how effectively your ad is capturing and maintaining audience interest on social media platforms.

er facebook ad metrics

Why it matters 

It goes beyond just clicks. While Click-Through Rate (CTR) focuses on the number of clicks, Engagement Rate provides a more holistic view by considering various interactions and social proof. Positive social proof, such as likes and shares, enhances your brand’s credibility and can influence potential customers positively.

How It Helps

  • Engagement Rate helps you gauge the genuine interest of your audience in your ad content. A higher engagement rate indicates that your ad resonates well with viewers, encouraging them to interact with it in meaningful ways.
  • Positive engagement, like shares and comments, builds social proof. When users see others engaging positively with your ad, they are more likely to trust your brand. This trust can lead to increased brand loyalty and new customer acquisitions.
  • Ads with high engagement rates often get shared and liked more frequently. These interactions extend your ad’s reach beyond your immediate audience, potentially attracting new customers and increasing brand visibility.

Conversions Metrics 

Conversion Rate


The conversion rate in online advertising, including Facebook ads, is a crucial metric that indicates the percentage of people who clicked on your ad and then took the desired action, such as making a purchase or signing up for a newsletter. To calculate the conversion rate, you use the following formula:

cr facebook ad metrics

For example, if 100 people clicked on your ad and 10 of them made a purchase, your conversion rate would be 10%.

Why it matters

Conversion rate is vital because it directly measures how effective your ad is at persuading users to take the intended action. It provides valuable insights into your campaign’s efficiency and audience engagement. A high conversion rate indicates that your ad content and targeting are resonating well with your audience, leading to more desirable actions being taken.

How It Helps:

  • It informs you about your ability to convert website visitors into customers or leads, helping you gauge the effectiveness of your marketing strategies.
  • By understanding your conversion rate, you can establish benchmarks for your campaigns. Knowing how much traffic you need to achieve a specific number of conversions guides your advertising efforts.
  • Conversion rate data can reveal where potential customers drop off in your sales or conversion funnel. Identifying these points enables you to optimize those specific stages, improving your overall conversion rate.

Return on ad spend (ROAS)


Return on Ad Spend (ROAS) is a crucial metric in online advertising, particularly in Facebook ads, that evaluates the revenue generated in comparison to the cost incurred for the advertising campaign. To calculate ROAS, you use the following formula:

roas facebook ad metrics

For instance, if your campaign generated $20,000 in revenue and you spent $5,000 on ads, your ROAS would be 4. This means for every $1 spent on ads, you made $4 in revenue.

Why it matters

It provides a direct measurement of how much revenue your ads are generating about the costs. It offers a clear indication of your campaign’s profitability and efficiency. A high ROAS suggests that your ad campaigns are delivering strong returns on investment, indicating success from a revenue standpoint.

How It Helps

  • ROAS is a direct indicator of the success of your campaigns in monetary terms. It tells you precisely how much revenue your ads are generating, helping you assess the true impact of your advertising efforts.
  • Just like CPR or Conversions, ROAS helps you compare different campaigns. By analyzing ROAS, you can identify which campaigns are generating the most revenue per dollar spent. This insight allows you to allocate your budget effectively, focusing on campaigns that deliver the highest returns.

What is a good ROAS for Facebook ads?

ROAS values tend to stay relatively consistent over timeframes. For instance, if your ROAS is 2, it means you are earning $2 for every dollar spent on advertising. Monitoring ROAS helps you understand the effectiveness of your campaigns and make data-driven decisions to maximize your return on investment.

To help you focus on the metrics that really matter to your business, we have recently released a new video with detailed guideline about Facebook Ads metrics. Give it a try to make the process of monitoring and analyzing become easier!

How to track metrics in Facebook Ads Manager?

In the Meta Ads Manager, you will find insights on the performance of each ad you run on Facebook, Instagram, or any other platform in the group. Here are the steps you need:

Step 1: Login and Access Ads Manager

track metrics in Facebook ads 1

Start by logging into your Facebook account and navigating to Ads Manager. Once you’re in, look for the campaign view section.

Step 2: Review Default Metrics

track metrics in Facebook ads 2

In the default view, Facebook provides essential metrics like delivery, bid strategy, budget, results, reach, impressions, CPA, amount spent, and more. These are fundamental indicators of your ad performance.

Step 3: Explore Specific Metrics

track metrics in Facebook ads 3

Click on the Columns link under the ads tab to access more specific metrics. For instance, the Engagement view shows likes, comments, saves, shares, and page likes. If you can’t find what you need, customize your columns by clicking Customize Columns. Here, you can create tailored metrics

Step 4: Utilize Breakdown Options

track metrics in Facebook ads 4

Under the ‘breakdown tab,’ you can further refine your data. Choose By Time to view results daily, weekly, bi-weekly, or monthly. ‘By Delivery’ lets you break down data by factors like age, gender, time of day, country, platform, and placement. ‘By Action’ provides detailed insights into specific actions, such as post reactions and video views.

Step 5: Experiment and Analyze

Experiment with different metrics and breakdowns. Use ‘Delivery’ to assess platform engagement, compare media types, or analyze geographic performance. Tailor your metrics and breakdowns to gain a clearer understanding of your ad’s impact and audience engagement.

By following these steps and exploring various metrics, you can effectively track your Facebook ad performance and make informed decisions to optimize your campaigns. to match your specific goals.

Is there a better way to track Facebook ad metrics?

We’ve just taken you through the ins and outs of Facebook Ad Metrics, from understanding what they are to mastering the art of tracking them. 

However, in the world of Facebook Ads Manager, there are hurdles to leap. Facebook’s short 7 to 14-day attribution window and the complexity of evolving privacy rules have created challenges for marketers. But fear not, NestAds has your back.

Unlike Facebook Ads Manager, NestAds breaks these barriers. Our NestAds pixel relies on first-party data, ensuring accuracy and privacy compliance without relying on third-party platforms. Plus, we offer a flexible attribution window, spanning from 7 to 90 days. This extended timeframe empowers businesses to dig deep into historical data, understanding performance trends comprehensively. NestAds simplifies data management by consolidating raw performance data from various channels into one intuitive dashboard. No more hassle of switching tabs! Dive into NestAds and experience a world where limitations are simply stepping stones to success. 


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