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Meta ads
Get familiar with ad metrics and performance.
Learn where and how to track your ad results, make sense of your campaign metrics and learn new ways to increase ad performance.
Unlock more value in your next campaign by understanding your ad results.
Ever wonder if your Meta ads are actually working? Knowing which campaigns drive the most results for your business can help you make smarter and more effective decisions on where to spend.
The first step is identifying what kind of outcomes or results you want to achieve based on your business goal. Then you can track which ads create the most value for your business and continue testing different ads and strategies to unlock even greater performance.
Find your campaign metrics in Ads Manager.
Use the results in Ads Manager to learn what's working well and what you can optimise. You can customise the default report dashboard to see results that mean the most to you.
See how
Identify metrics to track and view in Ads Manager.
Choose metrics that show your ad's performance, engagement and conversions, so you can assess where you may need to improve.
Performance metrics
Meta Ads Manager will display relevant metrics based on your ad objective. To understand your ad's overall results and average cost, we recommend tracking:
Results
Cost per result (CPR)
Click-through rate (CTR)
Engagement metrics
These metrics will show how your audience responds to your ad to identify what content works. Consider the metrics that are based on your ad's specific goals. We recommend tracking:
Post engagement
Link clicks
Conversion metrics
Use these to learn how much your ad gets your audience to take action. These metrics are available for selected ad objectives, such as:
Sales - track metrics such as add to basket and purchases.
Leads - track number of leads.
Evaluate your results and improve your next ad.
Here's how to make data-driven decisions on your next campaign:
Determine a baseline from your current performance.
Review the number of results your campaigns achieved, as well as the cost per result. This will serve as a benchmark, which you can improve with a test-and-learn mindset.
Evaluate results between different audiences and creatives.
Use results metrics to which audiences, images or text options work best for your campaign. If you have separate ad sets for different variations, combining them into a single ad set may lead to improved cost efficiency.
Track conversions.
Install the Meta pixel and Conversions API to reliably see how many conversions your ads have generated. Without them, you'll miss out on understanding the true effect of your ads.
Test and learn.
When you're developing a new strategy, run an A/B test to understand which ad delivers the best results. Tests can show which ad creatives resonate with your key audiences, or which targeting strategy drives more conversions. Here are some best practices to bear in mind:
Ready to get started?
Apply what you learnt when evaluating your results to get better ad performance.
Available on desktop and the Ads Manager app.
