In the world of online ads, the “Special Ad Category” introduced by Meta is making a big difference. Subsequently, after an important deal with the US housing department (HUD), there’s a new push to make sure housing ads really match the people they’re meant for, looking at age, gender, and likely race or background. This isn’t just about housing ads, though. It also covers social or political issues, elections, job and credit ads, showing a bigger effort to be fair and avoid bias in ads.
Who Needs to Select It?
If you’re creating ads, you might have to pick the “Special Ad Category.” Here’s when:
You’re advertising from the US.
You’re aiming at people in the US, Canada, or some parts of Europe.
Notably, the parts of Europe includes Austria, Azores, Belgium, Bulgaria, Canary Islands, All Channel Islands (Guernsey), All Channel Islands (Jersey), Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, French Guiana, Germany, Greece, Guadeloupe, Hungary, Iceland, Ireland, Isle of Man, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Madeira, Malta, Martinique, Mayotte, Monaco, Netherlands, Norway, Poland, Portugal, Réunion, Romania, Saint-Martin, San Marino, Slovakia, Slovenia, Spain, Sweden, Switzerland, United Kingdom, UK sovereign bases in Cyprus (Akrotiri and Dhekeli), Vatican City
Please note not choosing this category when needed could mean your ad gets turned down or disapproved.
Let’s discuss the ads that fall under Special Ad Categories:
Credit opportunities
This includes credit cards, personal or business loans, mortgages, and any other financing.
Ads for Credit
What’s Included in Ad for Credits
Service
Example
Credit Cards
“Introducing the PlatinumCard – Get unmatched rewards on every spend. Apply now!”
Brand Ads for Credit Cards, Regardless of Offer
“Experience the freedom of GoldCard. Trusted by millions worldwide.”
Auto Loans
“Dreaming of a new car? Get pre-approved for our exclusive auto loans and drive home happiness.”
Personal or Business Loan Services
Example for Personal: “Facing unexpected expenses? Our personal loans can help. Fast approval with competitive rates.” Example for Business: “Boost your business’s potential with our customized business loan solutions.”
Mortgage Loans
“Unlock the door to your dream home. Competitive mortgage rates are just a click away.”
Long-term Financing
“Plan for the future. Our long-term financing options offer flexible repayment terms and unbeatable rates.”
Debt Recovery
“Drowning in debt? Let our experts help you navigate and recover. Get started today.”
and,
What’s NOT Included
Service
Note
Gift Cards
Advertisements promoting a branded or general gift card fall outside this category.
Store Rewards
Promotions tied to earning points or rewards for shopping at specific stores are not part of this special category.
Debit Accounts or Services
Advertisements highlighting the benefits of debit card accounts or related services are excluded.
Checking Accounts or Services
Promotions for standard checking accounts or associated services are not covered under this special ad category.
Savings Accounts or Services
Advertisements focusing on savings accounts, whether regular or high-yield, are not part of this category.
Employment opportunities
All ads that offer employment, whether full-time, part-time, or internships, come under this category.
Ads for employements
What’s Included in Ad for Employments
Service
Example
Full-time Job
“Join our team! Now hiring a full-time project manager. Apply today to kickstart your career.”
Part-time Job
“Looking for a flexible work schedule? We’re recruiting part-time sales associates. Apply now!”
Internship
“Dive into the world of marketing. Apply for our summer internship program. Limited slots available!”
Apprenticeships
“Master the craft of woodworking. Enroll in our apprenticeship program. Hands-on learning guaranteed.”
Professional Certification Programs
“Boost your credentials. Join our 6-month certification program in data analytics.”
Job Fair
“Meet top employers from the tech industry! Attend our annual job fair on 10th September.”
Job Board or Aggregation Services
“Discover countless job opportunities in one place. Check out our job board today!”
Guaranteed Interviews or Career Placement
“Enroll in our training program and get guaranteed interviews with leading companies.”
Promotion of Company Perks alongside Employment Opportunities
“Work with us and enjoy amazing perks like free health insurance, gym memberships, and more!”
and,
What’s NOT Included
Service
Note
General Advice on How to Succeed at Work Unrelated to Specific Listings
Generic motivational or success-oriented posts, which aren’t tied to a specific job offer, don’t fit in this category.
General Advice for Career Development Unrelated to Specific Listings
Broader career advice content that doesn’t connect to a direct employment opportunity or educational program is excluded.
Discussing a Company without Sharing Employment Opportunities or Perks
Posts that only highlight a company’s achievements, milestones, or other aspects without touching upon job opportunities or company benefits are not part of this special category.
Ads for Housing
Any ad related to the sale or rental of homes, apartments, or other residential properties.
Ads for housing
What’s Included in the Ads for Housing
Service
Example
Sale, Rental or Temporary Housing Listings
“Spacious 3-bedroom house available for sale in the heart of the city. Move-in ready!”
Homeowners Insurance Offers, Including as Part of Insurance Bundles
“Secure your home with our comprehensive homeowners insurance. Bundle up and save more!”
Renters Insurance Offers, Including as Part of Insurance Bundles
“Renting? Get peace of mind with our tailored renters insurance packages. Bundle and get exclusive discounts!”
Mortgage Insurance Offers, Including as Part of Insurance Bundles
“Taking a mortgage? Safeguard your investments with our mortgage insurance. Special bundled offers available!”
Financing Options, Including Mortgage Loans
“Turn your dream home into reality with our flexible mortgage loan options. Apply today!”
Home Equity or Appraisal Services
“Unlock the value of your home. Avail our home equity and appraisal services.”
Real Estate and House Hunting Services
“Looking for your dream home? Let our experienced real estate agents guide your journey.”
Aggregator Services
“Browse multiple housing listings on our platform. The one-stop-shop for all your housing needs.”
and,
What’s Not Included
Category
Example
Hotels
Advertisements promoting hotels, regardless of their duration of stay, are excluded from this category.
Resorts
Promotions highlighting resort stays or amenities don’t fit this category.
Retreats
Advertisements about specific retreat facilities or experiences are not considered under this special category.
Tips Related to Homeownership or Home Buying
General advice or tips about homeownership, maintenance, or purchase without a direct listing or service aren’t included.
Education for Consumers or Housing Providers About Their Rights and Responsibilities Under Fair Housing Laws
Posts focusing on the education or advocacy of housing rights, without promoting a tangible service or listing, are not part of this category.
Ads for social issues, elections or politics
In certain jurisdictions, ads that advocate for or against a candidate or a current or former elected official fall into this category.
Social Issue Ads:
Definition: Ads intended to influence public opinion or stimulate discourse on topics potentially sparking public debate in the country where they are broadcasted.
Examples:
Climate change awareness campaigns.
Pro or against gun control ads.
Discussions surrounding immigration policies.
Political Ads:
Definition: Advertisements that advocate for or against a political entity or event.
Examples:
Ads promoting a specific mayoral candidate.
Campaigns opposing a political party’s ideology.
Advertisements lauding a politician’s tenure achievements.
Election Ads:
Definition: Advertisements directly relating to an imminent election, referendum, or ballot initiative.
Examples:
Campaigns persuading citizens to participate in an upcoming referendum.
Discussions weighing the pros and cons of a ballot initiative.
Reminders about the importance and date of an impending general election.
Ads for social issues, election or politics
For enhanced transparency, you can view detailed information in the ad library pertaining to social, election, or political ads. These details include disclaimer information, page details, cumulative and recent spent on such ads, ad status, estimated audience reach, amount spent for the specific ad, total impressions received, demographics of the viewers, and the geographical regions where the ad was displayed.
Ad Authorization CHECKLIST
Advertisers must undergo an authorization process for ads about social issues, elections, and politics. Moreover, these ads necessitate a “Paid for by” disclaimer. Additionally, all approved ads are retained in the Ad Library for a duration of seven years.
Meta Special Category Ads Information
Category
Details
Page Admin Role
Be a Page admin or advertiser on the Page running these ads.
Share content with the Page admin if you aren’t an admin yourself.
Each Page must have at least one identified Page admin.
Only the Page admin can create or edit country-specific disclaimers.
Advertisers can use disclaimers in ads without editing them or having Page admin permissions.
Security
Enable two-factor authentication.
Required Documents
Valid: UK passport, EU passport, UK driver’s license, or residence permit.
UK-based residential mailing address.
ID Verification
Used to confirm identity and prevent impersonation or ID theft.
Stored securely and encrypted upon upload.
Normally stored for up to one year (can reduce to 30 days in settings).
Name, DOB, and ID expiry might be stored longer as per local laws.
Soft credit check might be done but won’t impact credit score.
Review Timeframes
Document reviews: 48 hours.
Disclaimer reviews: 24 hours.
Ad reviews: up to 72 hours.
Two-Factor Authentication
Recommended not to turn off.
Disabling it will revoke ad authorizations, disabling ads and disclaimers.
Disclaimers
Essential for ads about social issues or politics.
Only Page admin creates or edits country-specific disclaimers.
Information (websites, phone numbers, emails, addresses) on disclaimers must be correct.
Incorrect or invalid information can lead to ad removal.
Repeat Violations
Unauthorized ads can lead to restrictions.
Potential permanent advertising restrictions.
Check ad examples for guidance on requirements.
In conclusion, adhering to these guidelines and understanding the nuances of Meta’s special ad categories is crucial for advertisers. Doing so not only ensures the effectiveness and approval of your ads but also promotes fairness and transparency in the digital advertising landscape.
Almost all businesses continue to move their operations online and grow their customer base, the importance of data analysis has grown exponentially. For companies to effectively reach their target audience, they need a platform with a vast amount of data. Since Facebook has more than 2 billion active users, it’s a perfect choice for collecting and analyzing data—which is why it’s one of the most valuable social media platforms today. With all the information that Facebook provides businesses, marketers can have valuable insights into their target audience and develop effective strategies that will improve lead generation and increase sales opportunities
To help businesses tap into this data, Facebook offers several powerful data sources, including Meta Pixel, Conversion API, Facebook SDK, and Offline Conversions.
Meta Pixel
One of the most powerful data sources available to businesses on Facebook is Meta Pixel. This tool allows businesses to track user behavior on their website and use this data to create targeted ads for their audience. By placing the Meta Pixel code on their website, businesses can track user actions such as page views, purchases, and sign-ups. This data can then be used to create custom audiences for ad targeting, as well as to optimize ad performance based on user behavior. Meta Pixel also allows businesses to track conversions across multiple devices, giving them a more complete picture of their customers’ journeys. With the ability to track user behavior and create targeted ads based on that data, Meta Pixel is an essential tool for businesses looking to improve their marketing performance on Facebook.
Conversion API
Another powerful data source offered by Facebook is Conversion API. This tool allows businesses to track customer actions on their website and send this data directly to Facebook. This can include information such as product purchases, form submissions, and other actions that indicate user engagement. By tracking these actions and sending the data to Facebook, businesses can gain valuable insights into their customers’ behaviour and use this data to optimize their marketing strategies. Conversion API also helps businesses to accurately track their ad performance and measure the impact of their Facebook campaigns on their business goals. By using Conversion API in conjunction with other data sources such as Meta Pixel, businesses can gain a more comprehensive understanding of their target audiences and make more informed marketing decisions.
Facebook SDK
For businesses looking to gather data on their mobile app users, the Facebook SDK is an essential tool. The SDK allows developers to integrate Facebook features into their apps, providing data on app installs and user behaviour. By using Facebook SDK, businesses can track user actions such as in-app purchases, screen views, and other engagements within the app. This data can then be used to create custom audiences for ad targeting and to optimize app performance based on user behaviour. Facebook SDK also provides businesses with valuable insights into their app’s user retention, allowing them to identify trends and make improvements to their app experience. With the ability to track user behaviour within their mobile apps, businesses can gain a complete picture of their customer’s journeys and optimize their mobile marketing strategies for maximum impact.
Offline Conversions
Facebook also offers a tool for tracking offline conversions. Offline conversion allows businesses to track purchases made in physical stores that can be attributed to their Facebook ads. This is done by matching offline transaction data, such as email addresses or phone numbers, to Facebook profiles that have interacted with a business’s ads. By tracking offline conversions, businesses can gain a complete picture of their customer’s journey and the impact of their Facebook campaigns on their bottom.
Conclusion
In conclusion, Facebook’s various data sources provide businesses with a wealth of information on their target audiences and the impact of their marketing efforts. From Meta Pixel and Conversion API for online tracking to Facebook SDK for mobile app data and offline conversion for tracking in-store purchases, businesses have a range of tools at their disposal to gather valuable insights into their customers’ behavior. By leveraging these data sources, businesses can optimize their ad targeting, measure the impact of their campaigns on their bottom line, and make more informed marketing decisions. As the importance of data in driving business growth continues to grow, Facebook’s data sources will remain a crucial tool for businesses looking to succeed in the digital age.
The sales funnel is the most important tool in your business. It’s the process by which you turn visitors into customers, leads into clients, and prospects into repeat customers.
It’s how you create urgency, build trust, and cultivate loyalty with your target audience. And if you don’t have a solid grasp on how to optimize your funnel—and make sure it keeps getting better over time—you’re leaving money on the table.
So let’s take a closer look at what exactly a sales funnel is, why it matters for your business, and how you can use it to boost revenue and grow your customer base.
What is a Sales Funnel?
The sales funnel is a concept used to describe the journey that customers go through when they consider making a purchase. It’s made up of four stages:
You’ve probably seen this diagram before. It shows the four stages of the sales funnel, and it’s one of the most well-known models for understanding how customers move through an organization.
Creating awareness: This is when your customer learns about your product or service for the first time—they’re not yet aware that it exists or that they might need it.
Piquing interest: The second stage is interest. Now that they know about you, they’re interested and might want to learn more about what you have to offer.
Nudging customers toward a decision: This is where you make sure that people know enough about your product/service so they’re willing to buy it! You want them thinking about how much value they would get from buying it so they can justify buying it with their hard-earned money!
Encouraging Action: Finally, encourage action by providing an easy way for people to purchase what you’re offering—whether that means offering discounts or free shipping—and make sure consumers know exactly how much more value they will receive if they act now instead of later.
Measuring and Analyzing Your Sales Funnel
To optimize your sales funnel, it’s important to measure and analyze its effectiveness. Key metrics include click-through rates, conversion rates, and customer lifetime value. Tools such as Google Analytics or CRM software can help you gain insights into how customers are moving through the funnel and where there are opportunities for improvement.
What is LTV?
The lifetime value of a customer, or LTV, is a key metric that tells you how much money you can expect to make from each customer. It’s calculated by multiplying your average order value (AOV) by the number of new customers you acquire in a given period. The higher your LTV, the more valuable your business is to investors and partners like advertisers and retailers.
It’s calculated by multiplying your average order value (AOV) by the number of new customers you acquire in a given period.
In other words:
Lifetime value = Average Order Value x Number of New Customers Acquired
For example, if you have an AOV of $100 and acquire 50 new customers in a month, your LTV would be: 100 x 50 = $5,000.
Why is it important for businesses to optimize their sales funnel?
The more effective your sales funnel is at capturing leads and converting them into paying customers, the more likely you are to succeed in growing your business. The goal of any business should be to optimize its sales funnel so that it can capture as many leads as possible and convert them into paying customers at a high rate.
Conclusion
By understanding the customer journey, designing an effective sales funnel, monitoring and analyzing its performance, testing various strategies and tactics, and focusing on customer lifetime value, your business will be well on its way to achieving increased revenue and long-term success.
Facebook is a powerful social media platform that offers one of the most effective ways to reach your target audience. Since 2015, Facebook advertisers have been able to choose from three different buying types that allow you to optimize your campaign. In this article, we’ll take a look at the different options available and discuss how you can use them to maximize your ad spend.
What are Facebook Campaign Buying Types?
Facebook’s campaign buying types can be broken into three broad categories: Auction, Reach and Frequency, and Target Rating Point (TRP). These categories are somewhat misleading since the realities of Facebook ad buying mostly exist across two major dimensions: which targeting you choose to focus on and whether you’re doing CPC or CPM advertising.
So, to provide a more comprehensive understanding of Facebook’s ad buying options, we’ll first explain the broad categories of Auction, Reach and Frequency, and TRP.
Auction Buying
Let’s say you’re a retailer promoting a new product line on Instagram. You want to target users who are interested in fashion and beauty, and you have a budget of $500 for your campaign. Using auction buying, you can set your targeting criteria to include users who have shown an interest in these topics, and you can set your bidding strategy to optimize for link clicks. As the campaign runs, you can monitor the results in real time and adjust your settings as needed to maximize the performance of your ads.
Key Points
Auction buying is a campaign buying type available on Facebook, Instagram, Messenger, and Audience Network.
It’s recommended for campaigns on Facebook or Instagram and is the default buying option in Ads Manager.
With auction buying, advertisers have more control over their campaigns, allowing them to make specific choices about their audience, get cost-efficient results, and adjust campaign settings in real time.
The ad inventory is sold through a real-time bidding system, where advertisers bid for ad placement based on the target audience and campaign objectives.
Advertisers can use targeting options such as age, location, interests, and behaviors to hone in on the most relevant users for their campaigns.
Auction buying allows advertisers to get the most value for their advertising spend by paying only for the ads that are actually served to users.
By using real-time monitoring, advertisers can optimize their targeting and bidding strategies to achieve the best possible outcome for their campaign.
Overall, auction buying is a great option for advertisers who want to have greater control over their campaigns and achieve their objectives in a cost-effective way.
Reach and Frequency Buying Type
Reach and frequency buying is a type of advertising strategy that allows advertisers to plan and purchase their campaigns in advance with predictable ad delivery and greater control over frequency settings. With this approach, advertisers can ensure that their ads are seen by a specific number of people and control the number of times their ads are shown to each person. Unlike other buying methods, reach and frequency buying allows advertisers to pay a fixed price for the inventory placement they reserve, giving them more control over their advertising budget.
Key Points
Enables planning and buying campaigns in advance with predictable ad delivery.
Works well for exposure-based objectives like awareness, engagement, and traffic.
Delivery systems include sequencing, retargeting, and ad scheduling.
Sequencing tool allows arranging up to 50 ads in a specific order to tell a story.
Retargeting delivers new ads to an audience based on their previous interaction with ads.
Ad scheduling allows controlling when and how ads appear.
Offers more control over frequency settings with flexible frequency caps for any objective.
Predicts overall reach and locks in the CPM price for impressions.
Optimizes dynamically between the objective and impressions.
Allows targeting audiences multicountry or very small and excluding dynamic audiences.
Reach and frequency buying targets audiences one country at a time, no fewer than 200,000 people, and does not allow excluding dynamic audiences.
Target rating point buying
The latest trend in advertising is the use of target rating point (TRP) buying. TRP buying allows companies to extend their TV campaigns onto Facebook and Instagram, creating a more integrated and cohesive marketing strategy.
Key Points
TRP buying is limited to eligible campaigns only, and allows companies to plan and buy video campaigns using Nielsen-verified TRPs.
With TRP buying, companies can measure impressions as a percentage of the population they want to target ads to.
TRP buying is available on Facebook and Instagram, and allows companies to buy video ads in the same currency and manner as other ads on those platforms.
TRP buying allows companies to optimize their ads toward Nielsen on-target delivery, ensuring that their ads are being seen by the right audience.
TRP buying requires a minimum audience size of 200K and a minimum spend, and can be bought up to six months in advance.
TRP buying is not available in all countries.
In conclusion, Facebook’s campaign buying types provide advertisers with a range of options to optimize their ad spend and achieve their campaign objectives. Whether you’re looking for greater control over your campaigns, predictable ad delivery, or a more integrated marketing strategy, Facebook offers a buying type that can meet your needs. Understanding the differences between these buying types and their key features is essential for maximizing the value of your advertising spend on Facebook and Instagram. By leveraging these buying types, businesses can create highly targeted campaigns that reach their desired audience and achieve their marketing goals.
If you’re running ads on Facebook or Instagram, you’re likely using Meta Business Suite or Ads Manager to track performance. But do you truly understand what each performance metric means and how to use it to improve your campaigns? In this guide, we break down the key performance metrics in Meta’s ad system and provide real-world examples of how to interpret and apply them.
Actions
What it means: The actions that you can take on things such as publishing errors or performance issues that may help make your campaigns more effective. This can also include recommendations such as optimization tips or opportunity scores suggested by Meta.
Example: If Meta flags a campaign with an error (e.g., ad rejected, payment issue), the “Actions” metric might reflect your attempt to resolve it. Additionally, if Meta identifies an opportunity to improve performance, like increasing your budget or adjusting audience size, these suggestions will appear here as actionable items.
Use it for: Identifying and responding to system-generated flags, resolving setup issues, and applying Meta’s optimization recommendations.
Amount Spent
What it means: The total ad spend for a campaign, ad set, or ad over a selected time frame.
Example: You spent $500 on a campaign and got 10 purchases. Your cost per purchase is $50. Is that within your profit margin?
Use it for: Budget tracking, calculating ROAS (Return on Ad Spend), and assessing cost efficiency.
Attribution Setting
What it means: The time window in which a conversion is credited to your ad. Common settings are 1-day click, 7-day click, or 1-day view.
Example: If a customer converts 3 days after clicking your ad and you’re using 1-day click attribution, the conversion won’t be counted. You might be underreporting performance.
Use it for: Accurate conversion tracking and evaluating delayed decision-making funnels.
Ad Set Delivery
What it means: Status of your ad delivery (Active, Learning, Limited, In Review, Rejected).
Example: A “Learning Limited” status means your ad isn’t getting enough optimization events. You may need to increase your budget or broaden your audience.
Use it for: Troubleshooting underperforming ads and maintaining campaign health.
Auto-Refresh Impressions
What it means: The number of times your ads appear on the right-hand column of Facebook after the ad placement was refreshed. This typically happens when a user scrolls or reloads the page and Meta serves another impression of the same ad in that space.
Example: If you’re running a desktop-targeted campaign and notice a high number of auto-refresh impressions, it may indicate your ad is being repeatedly served in a low-engagement area. Consider checking CTR or engagement rates to see if this placement is effective.
Use it for: Evaluating the impact of right-column placements and whether repeated exposures through refreshes are adding real value.Analyzing visibility from repeated placements.
Average Purchases Conversion Value
What it means: The average value of purchases attributed to your ads. In some cases, this metric may be estimated and reported by a third-party API.
How it’s calculated: The metric is calculated by dividing the total purchase conversion value by the number of total purchases. If purchase data is incomplete or missing, Meta may use statistical modeling to estimate values and include them in the calculation.
Example: If your campaign drives $1,200 in total purchases from 12 sales, your average purchase conversion value is $100.
Use it for: Assessing average order value, refining high-value audience targeting, and evaluating eCommerce funnel quality.Calculating average order value and optimizing for high-LTV audiences.
Clicks (All)
What it means: The total number of interactions (clicks, taps, or swipes) on your ad. This includes all types of engagements, not just link clicks. Note: This metric is currently in development and may be updated in the future.
Example: If your ad gets 500 link clicks, 100 video taps, and 50 profile visits, “Clicks (All)” may reflect 650 total engagements depending on reporting logic.
Use it for: Gauging total interaction volume and identifying highly interactive ad formats.
CPC (All)
What it means: Cost per click across all click types (links, likes, shares, etc.).
Example: You spent $100 and got 250 clicks—CPC (All) = $0.40.
Use it for: Evaluating cost-efficiency in driving engagement.
CTR (All)
What it means: Click-through rate across all clickable elements. Calculated as (Clicks ÷ Impressions) x 100.
Example: If 100 clicks from 10,000 impressions, CTR = 1%.
Use it for: Evaluating how engaging your creative is.
Gross Impressions
What it means: The unfiltered number of times that your ads were shown on screen, including impressions served to invalid or non-human traffic that Meta detects and excludes from regular reporting.
How it’s used: This metric helps you understand total exposure, including impressions that may not be valid. It’s useful when comparing to standard Impressions to spot inflated delivery caused by bots, fraud, or repetitive refreshes. Advertisers are not charged for invalid impressions, and Meta excludes these from performance metrics.
How it’s calculated: Gross impressions include both valid and invalid impressions, including those from suspicious IPs or automated bots. Meta uses statistical models to detect and account for such traffic.
Example: If your Gross Impressions are 120,000 and standard Impressions are 100,000, about 20,000 were filtered out due to non-human or low-quality traffic.
Use it for: Evaluating true visibility vs. filtered delivery, spotting unusual traffic patterns, and confirming that invalid traffic isn’t distorting reported results.Assessing total exposure while separating out quality views.
Views
What it means: The number of times a video ad was viewed, often segmented by 3-second, 15-second, or ThruPlay.
Example: If you’re running a video campaign and have 1,000 ThruPlays, that’s a signal of high engagement.
Use it for: Measuring video performance and retargeting warm viewers.
Reach
What it means: The number of unique users who saw your ad at least once.
Example: If your reach is 20,000 and impressions are 60,000, your frequency is 3—meaning each person saw your ad an average of three times.
Use it for: Evaluating how many individuals were exposed to your campaign and measuring audience saturation.
Results
What it means: The number of times your ad achieved its objective (e.g., purchases, leads, link clicks) as defined by the campaign goal.
Example: If you’re running a lead generation campaign and the results count is 25, it means 25 leads were captured.
Use it for: Measuring how effectively your ads deliver desired business outcomes.
Result Rate
What it means: The percentage of impressions that resulted in your defined outcome (Results ÷ Impressions).
Example: If you had 1,000 impressions and 10 results, your result rate is 1%.
Use it for: Measuring how efficiently your impressions are turning into outcomes.
Delivery
What it means: Indicates the status of your ad set or ad in terms of delivery, such as Active, In Review, Learning, Learning Limited, or Rejected.
Example: If an ad set is marked as “Learning Limited,” Meta is not receiving enough optimization events to exit the learning phase.
Use it for: Diagnosing campaign delivery issues and adjusting parameters to improve optimization.
Estimated Ad Recall Lift (People)
What it means: This metric estimates how many people would remember seeing your ad if they were asked within two days. It’s not a guess—it’s based on patterns in how ads are served and how people respond to similar ones.
Example: If your campaign reached 100,000 people and Meta estimates 8,000 would recall your ad within two days, then your estimated ad recall lift is 8,000.
Use it for: Measuring how memorable your ad is and comparing branding effectiveness across creatives or campaigns.
Estimated Ad Recall Lift Rate
What it means: This is the percentage of people (out of those who saw your ad) that Meta predicts would remember it. A higher percentage means your creative and placement are more memorable.
Example: If 8,000 out of 100,000 people reached are expected to recall your ad, the recall rate is 8%.
Use it for: Evaluating creative impact and gauging brand awareness effectiveness.
Cost per Estimated Ad Recall Lift (People)
What it means: The average amount you’re spending to get one person to potentially remember your ad.
Example: If you spend $400 and 8,000 people are expected to recall the ad, your cost per estimated recall is $0.05.
Use it for: Monitoring cost-efficiency in brand awareness campaigns.
Conclusion
Understanding these core performance metrics is the first step toward mastering Meta advertising. Whether you’re an eCommerce brand, agency, or service-based business, knowing how to read and respond to these numbers will directly impact your ROAS and growth.
