From Impressions to Conversions: Understanding Facebook Ad Metrics

1. Reach: The number of unique individuals who saw your ad at least once. For instance, if your ad was shown to 500 people, but 200 of them saw it twice, the reach would be 300.
2. Frequency: The average number of times each person saw your ad. For instance, if your ad received 600 views and had a reach of 300, the frequency would be 2.
3. Impressions: The total number of times your ad was viewed, including repeat views. For example, if your ad was shown to 1,000 people, but 200 of them saw it twice, the impressions would be 1,200.
4. Delivery: The current status of your ad, ad set, or campaign, such as active, paused, or completed.
5. Ad Set Delivery: Indicates whether your ad set is currently running or not.
6. Amount Spent: The total amount of money you have spent on your ad, ad set, or campaign during the selected time period.
7. Clicks (All): The total number of clicks on your ad, including link clicks, likes, and shares.
8. CPC (All): The average cost per click, based on the total amount spent divided by the total number of clicks.
9. CTR (All): The percentage of ad views that resulted in a click, based on the total number of clicks divided by the total number of impressions.
10. Gross Impressions (Includes Invalid Impressions from Non-human Traffic): The total number of times your ad was viewed, including those by non-human traffic, such as bots.
11. Auto-Refresh Impressions: The number of times your ad appears on the right-hand column of Facebook as a result of Facebook refreshing to show a new ad in that placement.
12. Attribution Setting: The period of time during which conversions can be attributed to your ad and used for optimization, such as 1-day click, 7-day click, or 28-day view. For example, if a person clicked on your ad and made a purchase within 7 days, that conversion would be attributed to the ad.

Ad Relevance

1. Quality Ranking: The Quality Ranking metric is an estimate of your ad’s perceived quality in relation to other ads competing for the same audience. Facebook uses feedback from your ad and the post-click experience to calculate this metric. Ads with a higher Quality Ranking are likely to perform better than ads with a lower ranking.

   Let’s say you are running a Facebook ad campaign for a new line of organic skincare products. You have created an ad promoting your new face serum, and Facebook users are giving your ad a low relevance score because they feel that the ad is not providing enough information about the product, and it’s not clear what the product does. This will result in a low Quality Ranking for your ad.

2. Engagement Rate Ranking: The Engagement Rate Ranking metric is an estimate of your ad’s expected engagement rate in comparison to other ads competing for the same audience. Engagement includes all clicks, likes, comments, and shares. A higher ranking suggests that your ad is likely to generate more engagement and positive interactions with your target audience.

   Suppose you are running a Facebook ad campaign for a new video game release. You have created an ad featuring a game trailer, and the ad is getting a high engagement rate because it is visually appealing and has a clear call-to-action. Users are sharing the ad, commenting on it, and clicking the link to the game’s website. This will result in a high Engagement Rate Ranking for your ad.

3. Conversion Rate Ranking: The Conversion Rate Ranking metric is an estimate of your ad’s expected conversion rate compared to other ads with your optimization goal, competing for the same audience. Conversion refers to the number of people who take the desired action, such as making a purchase or filling out a form after clicking on your ad.

   Imagine you are running a Facebook ad campaign for a new online course. You have created an ad promoting the course, and Facebook users are not converting because the ad does not have a clear call-to-action or it’s not targeting the right audience. This will result in a low Conversion Rate Ranking for your ad.

By monitoring these ad relevance diagnostic metrics and making necessary adjustments to your ads, you can increase your ad’s relevance and improve its performance.

Cost

Cost is one of the key metrics in Facebook Ads that advertisers use to measure the effectiveness and efficiency of their campaigns. There are various cost metrics that Facebook provides, each with its own purpose and formula. In this blog, we will discuss three cost metrics – Cost per Result, Cost per 1000 People Reached, and CPM (Cost per 1000 People Impressions), along with examples and formulas.

1. Cost per Result: The Cost per Result metric shows the average cost that an advertiser pays for each desired action on their ad. It could be a click, a lead, a purchase, etc., depending on the objective of the campaign. This metric is calculated by dividing the total amount spent on the campaign by the total number of results achieved. The formula is:

Cost per Result = Total Amount Spent / Total Number of Results

For example, if an advertiser spent $500 on a campaign and achieved 50 conversions, the Cost per Result would be $10.

2. Cost per 1000 People Reached: The Cost per 1000 People Reached metric shows the average cost an advertiser pays to reach 1000 unique people with their ad. This metric is calculated by dividing the total amount spent on the campaign by the total number of unique people reached, then multiplied by 1000. The formula is:

Cost per 1000 People Reached = (Total Amount Spent / Total Unique Reach) x 1000

For example, if an advertiser spent $1000 on a campaign and reached 10,000 unique people, the Cost per 1000 People Reached would be $100.

3. CPM (Cost per 1000 People Impressions): The CPM metric shows the average cost an advertiser pays for 1000 impressions on their ad. It is used to compare the cost-effectiveness of different ad formats, placements, and targeting options. This metric is calculated by dividing the total amount spent on the campaign by the total number of impressions, then multiplied by 1000. The formula is:

CPM = (Total Amount Spent / Total Impressions) x 1000

For example, if an advertiser spent $5000 on a campaign and received 1 million impressions, the CPM would be $5.

In conclusion, understanding the cost metrics in Facebook Ads is crucial for advertisers to make informed decisions about their campaigns. Cost per Result, Cost per 1000 People Reached, and CPM are just a few examples of the cost metrics available in Facebook Ads, and each metric provides valuable insights into the performance of the campaign. By monitoring and optimizing these metrics, advertisers can maximize the effectiveness of their ad spend and achieve their desired outcomes.

Page Post

1. Page Engagement – This metric measures the total number of actions people took on your Facebook Page and its posts that are attributed to your ads. Examples include likes, comments, shares, clicks, and more.
2. Page Likes – This metric measures the number of likes your Facebook Page received that are attributed to your ads. For example, if someone likes your page after seeing your ad, it will be counted as a Page Like.
3. Post Comments – This metric measures the number of comments on your ads. For example, if someone leaves a comment on your ad, it will be counted as a Post Comment.
4. Post Engagement – This metric measures the total number of actions that people take involving your ads. Examples include reactions, comments, shares, and clicks.
5. Post Reactions – This metric measures the number of reactions on your ads. The reactions button on an ad allows people to share different reactions to its content: Like, Love, Haha, Wow, Sad or Angry.
6. Post Saves – This metric measures the total number of times your ad has been saved. For example, if someone saves your ad to view it later, it will be counted as a Post Save.
7. Post Shares – This metric measures the number of shares of your ads. For example, if someone shares your ad on their own timeline, it will be counted as a Post Share.
8. Photo Views – This metric measures the number of views of photos on your Page or posts that are attributed to your ads. For example, if someone clicks on a photo in your ad to view it, it will be counted as a Photo View.
9. Event Responses – This metric measures the number of people who responded Interested or Going to your Facebook event that are attributed to your ads. For example, if someone clicked on your event ad and marked themselves as “Going,” it will be counted as an Event Response.
10. Check-Ins – This metric measures the number of check-ins to your Facebook Page that are attributed to your ads. For example, if someone visits your physical location and checks in on Facebook after seeing your ad, it will be counted as a Check-In.
11. 100% In-View Impression – This metric measures the number of times your ad was fully in view on someone’s screen. For example, if someone scrolled past your ad without seeing it, it will not be counted as a 100% In-View Impression.
12. 100% In-View Reach – This metric measures the number of unique users who saw your ad fully in view on their screen. For example, if someone saw your ad multiple times but only fully in view once, it will be counted as one 100% In-View Reach.
13. Effect Share – This metric measures the number of times someone shared a photo or video that used an effect from your ad. For example, if someone shared a story or post that used an effect from your ad, it will be counted as an Effect Share.

Cost: Page and Post

1. Cost Per Page Engagement – This metric measures the average cost for each Page engagement on your Facebook ads. For example, if you spend $100 on an ad campaign that generated 500 Page engagements, your cost per Page engagement would be $0.20.
2. Cost Per Page Like – This metric measures the average cost for each Page like on your Facebook ads. For example, if you spend $50 on an ad campaign that generated 100 Page likes, your cost per Page like would be $0.50.
3. Cost Per Post Engagement – This metric measures the average cost for each post engagement on your Facebook ads. For example, if you spend $200 on an ad campaign that generated 500 post engagements, your cost per post engagement would be $0.40.
4. Cost Per Event Response – This metric measures the average cost for each event response on your Facebook ads. For example, if you spend $150 on an ad campaign that generated 50 event responses, your cost per event response would be $3.00.

Messaging

1. New Messaging Connections – This metric measures the number of people who have started a new conversation with your business after seeing your Facebook ads.

   For example, if your ad campaign generated 500 new messaging connections, it means that 500 people started a new conversation with your business as a result of seeing your ads.

2. Blocked Messaging Connections – This metric measures the number of times that people have blocked your business from messaging them after seeing your Facebook ads.

   For example, if your ad campaign generated 10 blocked messaging connections, it means that 10 people decided to block your business from messaging them after seeing your ads.

3. Messaging Conversations Started – This metric measures the number of times people started a conversation with your business after at least 7 days of inactivity, attributed to your ads.

   For example, if your ad campaign generated 50 messaging conversations started, it means that 50 people started a conversation with your business after not having any recent interactions with your page or ads. This metric is still in development and may not be available for all ad campaigns.

Cost: Messaging

1. Cost Per New Messaging Connection – This metric measures the average cost for each new messaging connection generated by your Facebook ads.

   The formula to calculate the cost per new messaging connection is:

   Cost per New Messaging Connection = Total Cost of Ads / Number of New Messaging Connections

   For example, if you spent $100 on an ad campaign that generated 50 new messaging connections, your cost per new messaging connection would be $2.00.

2. Cost Per Messaging Conversation Started – This metric measures the average cost for each messaging conversation started as a result of your Facebook ads.

   The formula to calculate the cost per messaging conversation started is:

   Cost per Messaging Conversation Started = Total Cost of Ads / Number of Messaging Conversations Started.

   For example, if you spent $200 on an ad campaign that generated 100 messaging conversations started, your cost per messaging conversation started would be $2.00.

Media

1. Unique 2-Second Continuous Video Plays: Let’s say you run a video ad on Facebook and 1000 people watch it. Out of those 1000, 500 people watch it continuously for at least 2 seconds. So, the unique 2-second continuous video plays in this case would be 500.
2. 2-Second Continuous Video Plays: If the same video ad played for a total of 2000 times, out of which 1000 times it was played continuously for at least 2 seconds, then the 2-second continuous video plays would be 1000.
3. 3-Second Video Plays: If your video ad was viewed for at least 3 seconds, or for nearly its total length if it’s shorter than 3 seconds, then it would be counted as a 3-second video play.
4. ThruPlays: If your video ad was played to completion, or for at least 15 seconds, then it would be counted as a ThruPlay.
5. Video Plays at 25%: If your video ad was played at least till 25% of its length, including plays that skipped to this point, then it would be counted as a Video Play at 25%.
6. Video Plays at 50%: If your video ad was played at least till 50% of its length, including plays that skipped to this point, then it would be counted as a Video Play at 50%.
7. Video Plays at 75%: If your video ad was played at least till 75% of its length, including plays that skipped to this point, then it would be counted as a Video Play at 75%.
8. Video Plays at 95%: If your video ad was played at least till 90% of its length, including plays that skipped to this point, then it would be counted as a Video Play at 95%.
9. Video Plays at 100%: If your video ad was played till its full length, including plays that skipped to this point, then it would be counted as a Video Play at 100%.
10. Video Average Play Time: If your video ad was played for a total of 1000 times and the total time people spent watching it was 5000 seconds, then the average play time for your video ad would be 5 seconds.
11. Video Plays: If your video ad starts to play, it would be counted as a Video Play. This is counted for each impression of a video and excludes replays.
12. Instant Experience View Time: If people spend a total of 1000 seconds viewing your Instant Experience and 100 people viewed it, then the Instant Experience View Time would be 10 seconds.
13. Instant Experience View Percentage: If your Instant Experience contains 10 screens and people viewed 9 screens, then the Instant Experience View Percentage would be 90%.

Cost: Media

1. Cost per 2-Second Continuous Video Play: The average cost for each 2-second continuous video view. This metric is in development.

Example: Let’s say you spent $100 on an ad campaign that generated 1,000 2-second continuous video plays. The cost per 2-second continuous video play would be $0.10 ($100/1000).

Formula: Cost per 2-Second Continuous Video Play = Total amount spent on ad campaign / Number of 2-second continuous video plays generated.

2. Cost per 3-Second Video Plays: The average cost for each 3-second video play.

Example: You spent $200 on an ad campaign that generated 500 3-second video plays. The cost per 3-second video play would be $0.40 ($200/500).

Formula: Cost per 3-Second Video Play = Total amount spent on ad campaign / Number of 3-second video plays generated.

3. Cost per ThruPlay: The average cost for each ThruPlay.

Example: You spent $500 on an ad campaign that generated 100 ThruPlays. The cost per ThruPlay would be $5.00 ($500/100).

Formula: Cost per ThruPlay = Total amount spent on ad campaign / Number of ThruPlays generated.

clicks

1. Link Clicks: This refers to the number of clicks on the links within an ad that lead to specific destinations, whether on or off Facebook. For example, if an ad for a clothing brand contains a link to their website, every time a user clicks on that link, it is counted as a link click.
2. Unique Link Clicks: This metric represents the number of people who performed a link click, regardless of how many times they clicked on the same link. For instance, if a user clicked on a link three times, it would count as three link clicks, but only one unique link click.
3. Outbound Clicks: These are the clicks on links that take users off Facebook-owned platforms. For example, if a user clicks on an ad for a travel website and is directed to a third-party website, it is counted as an outbound click.
4. Unique Outbound Clicks: This metric represents the number of people who performed an outbound click, regardless of how many times they clicked on different outbound links. For example, if a user clicked on five different outbound links in an ad, it would count as five outbound clicks, but only one unique outbound click.
5. CTR (Link Click-Through Rate): This refers to the percentage of people who saw an ad and clicked on its link. For example, if an ad was shown to 100 people and 10 of them clicked on the link, the CTR would be 10%.
6. Unique CTR (Link Click-Through Rate): This metric represents the percentage of people who saw an ad and clicked on its link, regardless of how many times they clicked on the same link. For example, if an ad was shown to 100 people and 10 of them clicked on the link, but only 8 of them were unique link clicks, the unique CTR would be 8%.
7. Outbound CTR (Click-Through-Rate): This refers to the percentage of people who saw an ad and clicked on an outbound link. For example, if an ad was shown to 100 people and 5 of them clicked on an outbound link, the outbound CTR would be 5%.
8. Unique Outbound CTR (Click-Through-Rate): This metric represents the percentage of people who saw an ad and clicked on an outbound link, regardless of how many times they clicked on different outbound links. For example, if an ad was shown to 100 people and 5 of them clicked on different outbound links, but only 4 of them were unique outbound clicks, the unique outbound CTR would be 4%.
9. Unique Clicks (All): This metric represents the total number of people who clicked on any part of an ad, whether it was a link or not. For example, if an ad was shown to 100 people and 15 of them clicked on any part of the ad, it would count as 15 unique clicks.
10. Unique CTR (All): This metric represents the percentage of people who saw an ad and clicked on any part of it, regardless of whether it was a link or not. For example, if an ad was shown to 100 people and 15 of them clicked on any part of the ad, the unique CTR (All) would be 15%.
11. Instant Experience Clicks to Open: This metric is currently in development, but it will refer to the number of clicks on an ad that open an Instant Experience. For example, if an ad for a new app has an Instant Experience attached to it, and a user clicks on the ad to open the Instant Experience, it would be counted as an Instant Experience click.

Cost: Click

1. CPC (Cost per Link Click)

CPC (Cost per Click) is the cost an advertiser pays for each click on their ad. CPC can be calculated by dividing the total cost of the ad campaign by the total number of clicks.

CPC = Total Cost / Total Clicks

For example, if an advertiser spends $100 on a Facebook ad campaign and receives 50 clicks, the CPC would be:

CPC = $100 / 50 clicks CPC = $2 per click

2. Cost per Unique Link Click

Cost per Unique Link Click is the average cost an advertiser pays for each unique click to a link. It can be calculated by dividing the total cost of the ad campaign by the total number of unique link clicks.

Cost per Unique Link Click = Total Cost / Total Unique Link Clicks

For example, if an advertiser spends $500 on a Facebook ad campaign and receives 200 unique link clicks, the cost per unique link click would be:

Cost per Unique Link Click = $500 / 200 unique link clicks Cost per Unique Link Click = $2.5 per unique link click

3. Cost per Outbound Click

Cost per Outbound Click is the average cost an advertiser pays for each click on a link that takes people off Facebook-owned properties. It can be calculated by dividing the total cost of the ad campaign by the total number of outbound clicks.

Cost per Outbound Click = Total Cost / Total Outbound Clicks

For example, if an advertiser spends $1000 on a Facebook ad campaign and receives 500 outbound clicks, the cost per outbound click would be:

Cost per Outbound Click = $1000 / 500 outbound clicks Cost per Outbound Click = $2 per outbound click

4. Cost per Unique Outbound Click

Cost per Unique Outbound Click is the average cost an advertiser pays for each unique click on a link that takes people off Facebook-owned properties. It can be calculated by dividing the total cost of the ad campaign by the total number of unique outbound clicks.

Cost per Unique Outbound Click = Total Cost / Total Unique Outbound Clicks

For example, if an advertiser spends $1500 on a Facebook ad campaign and receives 750 unique outbound clicks, the cost per unique outbound click would be:

Cost per Unique Outbound Click = $1500 / 750 unique outbound clicks Cost per Unique Outbound Click = $2 per unique outbound click

5. Cost per Unique Click (All)

Cost per Unique Click (All) is the average cost an advertiser pays for each unique click, including link clicks and outbound clicks. It can be calculated by dividing the total cost of the ad campaign by the total number of unique clicks.

Cost per Unique Click (All) = Total Cost / Total Unique Clicks

For example, if an advertiser spends $2000 on a Facebook ad campaign and receives 1000 unique clicks, the cost per unique click (all) would be:

Cost per Unique Click (All) = $2000 / 1000 unique clicks Cost per Unique Click (All) = $2 per unique click

Awareness

1. Estimated Ad Recall Lift (People): Suppose you ran a Facebook ad campaign with the objective of increasing brand awareness. You want to know how many people might remember seeing your ad if asked within two days.

   Facebook’s Estimated Ad Recall Lift (People) metric can give you an estimate of that number. For example, if your ad campaign reaches 100,000 people, and the Estimated Ad Recall Lift (People) is 10%, then it means an estimated 10,000 additional people may remember seeing your ads within two days.

2. Estimated Ad Recall Lift Rate: The Estimated Ad Recall Lift Rate measures the rate at which an estimated number of additional people, when asked, would remember seeing your ads within 2 days.

   Using the same example as above, suppose the Estimated Ad Recall Lift Rate is 20%. It means that for every 100 people who see your ad, an estimated additional 20 people would remember seeing your ad within two days.

Cost: Awareness

1. Cost per Estimated Ad Recall Lift (People): The Cost per Estimated Ad Recall Lift (People) measures the average cost for each estimated ad recall lift. It is only available for assets in the Brand awareness, Post engagement, and Video views objectives. This metric is still in development and estimated.

Example: Suppose you ran a Facebook ad campaign with a Brand Awareness objective, and you spent $1,000 on the campaign. During the campaign, Facebook estimated that your ad recall lift was 5,000 people. To calculate the Cost per Estimated Ad Recall Lift (People), you would divide the total amount spent by the estimated ad recall lift:

Cost per Estimated Ad Recall Lift (People) = Total amount spent / Estimated Ad Recall Lift (People) Cost per Estimated Ad Recall Lift (People) = $1,000 / 5,000 = $0.20

So the Cost per Estimated Ad Recall Lift (People) in this example is $0.20. It means that, on average, each estimated ad recall lift cost $0.20.

Formula: Cost per Estimated Ad Recall Lift (People) = Total amount spent / Estimated Ad Recall Lift (People)

Conversion

These measures are used to evaluate the performance of Facebook ads. Here are the measures with their definitions, examples and formulas:

1. Achievements Unlocked: This is the number of unlock achievement events attributed to your ads. For example, if you have a gaming app and a user completes a level, that could be an achievement unlocked. Formula: Number of achievement unlocks.
2. Adds of Payment Info: This is the number of add payment info events attributed to your ads. For example, if a user adds their credit card information to make a purchase on your app, that could be an add payment info event. Formula: Number of add payment info events.
3. Adds to Cart: This is the number of add to cart events attributed to your ads. For example, if a user adds a product to their cart on your website, that could be an add to cart event. Formula: Number of add to cart events.
4. Adds to Wishlist: This is the number of add to wishlist events attributed to your ads. For example, if a user adds a product to their wishlist on your website, that could be an add to wishlist event. Formula: Number of add to wishlist events.
5. App Activations: This is the number of times your app was activated attributed to your ads. For example, if a user opens your app after clicking on your Facebook ad, that could be an app activation. Formula: Number of app activations.
6. App Installs: This is the number of app installs that were recorded as app events and attributed to your ads. For example, if a user installs your app after clicking on your Facebook ad, that could be an app install event. Formula: Number of app installs.
7. Applications Submitted: This is the number of submit application events attributed to your ads. For example, if a user submits a job application after clicking on your Facebook ad, that could be an application submitted event. Formula: Number of applications submitted.
8. Appointments Scheduled: This is the number of schedule events attributed to your ads. For example, if a user schedules an appointment after clicking on your Facebook ad, that could be an appointments scheduled event. Formula: Number of appointments scheduled.
9. Checkouts Initiated: This is the number of initiate checkout events attributed to your ads. For example, if a user begins the checkout process after clicking on your Facebook ad, that could be a checkouts initiated event. Formula: Number of checkouts initiated.
10. Contacts: This is the number of contact events attributed to your ads. For example, if a user contacts you through your website after clicking on your Facebook ad, that could be a contact event. Formula: Number of contact events.
11. Content Views: This is the number of view content events attributed to your ads. For example, if a user clicks on a blog post on your website after clicking on your Facebook ad, that could be a content view event. Formula: Number of content views.
12. Credit Spends: This is the number of spend credits events attributed to your ads. For example, if a user spends credits on your gaming app after clicking on your Facebook ad, that could be a credit spend event. Formula: Number of credit spends.
13. Custom Events: This is the number of custom events attributed to your ads. This measure is specific to your business and the events that you track. Formula: Number of custom events.
14. Desktop App Engagements: This is the number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads. For example, if a user installs your desktop app after clicking on your Facebook ad, that could be a desktop app engagement event. Formula: Number of desktop app engagements.
15. Desktop App Usage: This metric measures the number of times your desktop app is used by people who have seen and clicked on your ads. For example, if your app is a video editing software and someone who clicked on your Facebook ad used it to edit a video, that would be considered a desktop app use.
16. Donations: This metric tracks the number of donations made through your ads. For example, if you are running a charity campaign and someone donates money after seeing your Facebook ad, that would be considered a donation.
17. Game Plays: This metric measures the number of times your game is played by people who have seen and clicked on your ads. For example, if your mobile game is promoted on Facebook and someone who clicked on your ad plays it, that would be considered a game play.
18. Get Directions Clicks: This metric measures the number of times people click on the “Get Directions” button or your address on your on-Facebook listing, such as a Marketplace listing, after seeing and clicking on your ads. For example, if someone clicks on the “Get Directions” button after seeing your ad for a restaurant, that would be considered a Get Directions click.
19. In-App Ad Clicks: This metric measures the number of times people click on an ad while using your mobile app. For example, if someone clicks on an ad for a new game while playing another game on their phone, that would be considered an in-app ad click.
20. In-App Ad Impressions: This metric measures the number of times people see an ad while using your mobile app. For example, if someone sees an ad for a new game while playing another game on their phone, that would be considered an in-app ad impression.
21. Landing Page Views: This metric measures the number of times people click on your ad and successfully load the destination webpage or Instant Experience. For example, if someone clicks on your Facebook ad for a clothing store and successfully loads the store’s website, that would be considered a landing page view.
22. Leads: This metric measures the number of leads generated through your ads on Facebook-owned properties, such as forms or Messenger, as well as off-Facebook leads tracked by your connected Facebook Business Tools. For example, if someone fills out a form to receive more information about a product after clicking on your Facebook ad, that would be considered a lead.
23. Levels Achieved: This metric measures the number of times people achieve a level in your game after seeing and clicking on your ads. For example, if someone clicks on your Facebook ad for a game and then achieves a new level while playing, that would be considered a level achieved.
24. Location Searches: This metric measures the number of times people search for a location after seeing and clicking on your ads. For example, if someone clicks on your Facebook ad for a car dealership and searches for the dealership’s location, that would be considered a location search.
25. Mobile App D2 Retention: This metric measures the number of people who open your mobile app 24-48 hours after installing it. For example, if someone installs your mobile app and opens it 2 days later, that would be considered a D2 retention.
26. Mobile App D7 Retention: This metric measures the number of people who open your mobile app 6-7 days after installing it. For example, if someone installs your mobile app and opens it a week later, that would be considered a D7 retention.
27. Offline Other Conversions: If you own a brick-and-mortar store and use Facebook ads to promote it, this metric will show you how many people saw your ad and then visited your store. Facebook can track this through their offline events data.
28. On-Facebook Workflow Completions: This metric measures how many times someone completes a specific task within a Facebook-owned property, such as creating a Page or sending a message on Messenger, after clicking on your ad.
29. Phone Number Clicks: This metric tracks how many people clicked on the “Call Now” button or your phone number on a Facebook listing, such as a Marketplace listing.
30. Products Customized: If you sell customizable products, such as t-shirts with different designs, this metric will tell you how many people customized a product on your website after clicking on your Facebook ad.
31. Purchase ROAS (Return on Ad Spend): This metric measures the total return on ad spend from purchases made after clicking on your Facebook ad.
32. Purchases: This metric shows how many people made a purchase on your website after clicking on your Facebook ad.
33. Ratings Submitted: If you have a business page on Facebook, this metric will show you how many people submitted a rating or review after clicking on your ad.
34. Registrations Completed: This metric measures how many people completed a registration form on your website after clicking on your Facebook ad.
35. Searches: If you have a search function on your website, this metric will show you how many people used it after clicking on your Facebook ad.
36. Store Visits: If you have a physical store, this metric will estimate the number of visits to your store after someone clicks on your Facebook ad.
37. Subscriptions: This metric measures how many people subscribed to your service or newsletter after clicking on your Facebook ad.
38. Trials Started: If you offer a trial period for your product or service, this metric will show you how many people started a trial after clicking on your Facebook ad.
39. Tutorials Completed: If you offer tutorials or courses, this metric will show you how many people completed a tutorial after clicking on your Facebook ad.

Facebook provides a variety of ad metrics to help businesses measure the effectiveness of their advertising campaigns. These metrics range from impressions and clicks to more advanced metrics like conversions and return on ad spend. Understanding and utilizing these metrics can help businesses optimize their ad campaigns for maximum impact. It’s important to note that while some metrics are straightforward, others may require additional context and interpretation to fully understand their significance. By regularly monitoring and analyzing these metrics, businesses can make informed decisions to improve their Facebook advertising efforts and drive better results.