Your guide to the metrics available for your campaigns across Facebook, Instagram, Messenger and Audience Network
With so many metrics available to advertisers on Facebook, it can be hard to know which to use.
Here's your guide to all of the metrics available for your automated rules - we'll organise them A-Z just to keep things simple:
0-9
10 second video views
The number of times that your video was played for at least 10 seconds, or for nearly its total length if it's shorter than 10 seconds.
For each video impression, Facebook will count video views separately and exclude any time spent replaying the video
More information on how this is calculated can be found here.
25% video views
The number of times your video was played at 25% of its length, including plays that skipped to this point
N.B. This metric will include people who played your video from the beginning up until the 25% mark and people who may have skipped straight to the 25% mark
30 second video views
The number of times that your video was played for at least 30 seconds, or for nearly its total length if it's shorter than 30 seconds
For each video impression, Facebook will count video views separately and exclude any time spent replaying the video
50% video views
The number of times your video was played at 50% of its length, including plays that skipped to this point
N.B. This metric will include people who played your video from the beginning up until the 50% mark and people who may have skipped straight to the 50% mark
95% video views
The number of times your video was played at 95% of its length, including plays that skipped to this point
N.B. This metric will include people who played your video from the beginning up until the 95% mark and people who may have skipped straight to the 95% mark
A
Add to cart value
The total value of adds to cart tracked with the Conversions objective
More information on how this is calculated can be found here.
Adds to cart (Facebook pixel)
The number of Add to Cart/Basket events attributed to your ad, based on information tracked via the Facebook Pixel
More information on how this is calculated can be found here.
Average value of purchases
The average value of purchases attributed to your ad, based on information tracked via the Facebook Pixel
C
Checkouts initiated (Facebook pixel)
The number of Initiate Checkout events attributed to your ads, based on information tracked via the Facebook Pixel
More information on how this is calculated can be found here.
Clicks
This is the number of clicks on your ads, including:
- Link clicks
- Clicks through to your business page or business profile picture
- Post reactions (such as likes or loves)
- Comments or shares
- Clicks to expand media (such as photos) to full screen
- Clicks to take actions identified as your campaign objective (such as liking your Page for a Page engagement campaign)
Content views
The number of View Content events attributed to your ads, based on information received from one or more of your connected Facebook Business tools
Cost per 10-second video view
The average cost for each 10 second video view
How it's calculated: Total amount spent / 10 second video views
Cost per add to cart
The average cost of each add to cart
How it's calculated: Total amount spent / adds to cart
Cost per checkout initiated (Facebook pixel)
The average cost of each checkout initiated
How it's calculated: Total amount spent / checkouts initiated
Cost per comment
The average cost per comment
How it's calculated: Total amount spent / comments
Cost per content view (Facebook pixel)
The average cost per content view
How it's calculated: Total amount spent / content views
Cost per lead
The average cost per lead
How it's calculated: Total amount spent / leads
Cost per offline lead
The average cost per offline lead
How it's calculated: Total amount spent / offline leads
Cost per page like
The average cost per Facebook page like
How it's calculated: Total amount spent / Facebook page likes
Cost per purchase (Facebook pixel)
The average cost per purchase
How it's calculated: Total amount spent / purchases
Cost per registrations completed
The average cost per registration completed
How it's calculated: Total amount spent / completed registrations
Cost per search
The average cost per search
How it's calculated: Total amount spent / searches
Cost per unique click
The average cost per unique click
How it's calculated: Total amount spent / unique clicks
N.B. Facebook states that this metric is estimated - find out more here.
Cost per unique inline link click
The average cost per unique inline link click
How it's calculated: Total amount spent / unique inline link clicks
CPC
The average Cost Per Click (all)
How it's calculated: Total amount spent / clicks (all)
CPM
The average cost per 1,000 impressions
How it's calculated: (Total amount spent / number of impressions) x 1,000
CPP
Cost per 1,000 people reached
How it's calculated: (Total amount spent
CTR
Click through rate - the percentage of times that people saw your ad and performed a click (all)
How it's calculated: Clicks (all) / impressions
H
Hours since creation
The number of hours since the campaign, ad set or ad was created
I
Impressions
The number of times your ads were on screen for your target audience
Find out more about how this metric is calculated here.
Inline post engagements
The total number of actions that people take involving your ads
Inline post engagements use a fixed 1-day-click attribution window
L
Leads
The number of leads attributed to your ads, based on information received from one or more of your connected Facebook Business tools
Find out more about how this is calculated here.
N
Name
Depending on your chosen ad level, this will appear as Campaign Name, Ad Set Name, or Ad Name
This is where your campaign, ad set or ad has a specific tag within the name. This metric allows you to exclude or include tagged items from your rule
O
Offline leads
The number of lead events that were recorded by your offline events data and attributed to your ads
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported an attributed to your ads. Find out more here.
P
Page likes
The number of likes of your Facebook Page attributed to your ads
It counts both likes that occur directly on the page and likes that occur via the page like button on your ad
Post comments
The number of comments on your adverts
The post comments metric counts all comments that people made on your ads while they were running
Purchases (Facebook pixel)
The number of Purchase events attributed to your ads, based on information received from your Facebook Pixel
R
Reach
The number of people who saw your adverts at least once. Reach is different to impressions, which may include multiple views of your adverts by the same people
N.B. Facebook states that this metric is estimated - find out more here.
Registrations completed
The number of complete registration event attributed to your ads based on information received from one or more of your connected Facebook Business Tools
Find out more about how this metric is calculated here.
Remaining budget
The amount left of your ad set budget
N.B. This metric is only available when creating rules at the Ad Set level
Revenue
The amount of revenue generated, as attributed by your Facebook Pixel purchases
ROI
Return on Investment
S
Searches
The number of Search events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools
Find more information on how this is calculated here.
Spent
The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule
N.B. Facebook states that this metric is estimated - find out more here.
U
Unique inline link clicks
The number of people who performed a click on an outbound link in your ad (e.g. to your website or app)
N.B. Facebook states that this metric is estimated - find out more here.
Unique link clicks CTR
The percentage of people who saw your ad and performed a unique inline link click
How it's calculated: Unique inline link clicks / reach
N.B. Facebook states that this metric is estimated - find out more here.
W
Website link click CTR
The percentage of people who performed a click through to your website after seeing your ad
How it's calculated: Website link clicks / reach
Website purchase ROAS
The total return on ad spend (ROAS) from website purchases
This is based on information received from one or more of your connected Facebook Business Tools and attributed to your ads
How it's calculated: Purchase conversion value / amount spent