Top Facebook Ad Metrics to Measure Campaign Performance

With 2.936 billion monthly active users as of April 2022, Facebook helps businesses worldwide to easily reach their target audience with the help of ads. But the thing is, many businesses that run Facebook ads aren’t really sure about how well their ads are performing. One possibility is that they aren’t tracking the appropriate metrics. Given the sheer number of metrics out there, it can get pretty confusing for anyone.

If you want to know which ad metrics to track, you first need to understand the goal of your campaign. After you do so, you get clarity over which metrics you need to pick.

To help you select the metrics that best suit your ad campaign, we have curated a list of the most popular Facebook ad metrics that you can refer to. Here’s the complete list:

1. Ad Impressions

The ad impression metric shows the total number of times your ad was viewed.

Now, why do you need to track this metric?

Tracking ad impressions depicts the amount of exposure your business has gained. It is especially important for those businesses that run a brand recognition campaign.

2. Click-Through Rate

Click-through rate is yet another important metric to track. It displays the ratio of the number of times an individual has clicked on your ad to the number of times your ad was seen on Facebook.

This metric determines how well your ad strikes a chord with your target audience. You get to know if it is appealing enough for your target audience to click.

3. Conversion Rate

Conversion rate denotes the success of your campaign.

Here’s how you define this metric: Conversion rate is the representation of the percentage of individuals clicking on an ad and purchasing the product or service.

It is a critical metric to track because the objective of ad campaigns is to convert a considerable portion of the audience.

4. Return on Ad Spend (ROAS)

A lot of experts lay emphasis on ROAS, an acronym for Return on Ad Spend. Basically, it is the figure you get when you divide the revenue earned from the ads by the amount spent on the ads.

If you desire business growth, when spending on advertising, you have to ensure you get a positive ROAS.

Note: You should also track ROAS because understanding it helps you strategize other campaigns. When you learn how profitable a campaign is, it uncovers conversion forecasts and helps impact strategies in the future.

5. Frequency

A lot of experts also measure a metric called frequency. It is the average number of times each individual viewed your ad over your campaign’s lifetime.

Tracking this metric holds great importance as it helps you watch out for ad blindness.

Now, you may wonder what ad blindness is. It is when your ad comes up an excessive number of times on an individual's feed. As a result of this, individuals begin to ignore your ad.

You may also be thinking, what’s a good time to check this metric?

You check this metric in a case where you are overspending in a campaign and purchases/leads are declining, and cost per purchase/lead is increasing.

Note: If you are an agency, you can also consider hiring white label Facebook Ads services for your clients. You get the advantage of weekly optimizations and reporting when you opt for these services.

To hire these services, we recommend that you partner with DashClicks. You can also check out their best-in-class Facebook ads reporting dashboard.

The Bottom Line

So far, it’s safe to say that metrics such as ad impressions, conversation rate, click-through rate, return on ad spend, and frequency are the most popular ones that professionals use to measure campaign performance.

If you are an agency and you want to offer Facebook ads service to your clients but lack the resources, you can opt for Facebook ads outsourcing. When you hire these services, you will benefit from weekly reporting and optimizations.

In the end, there’s one more important thing that we want to say: Before you select the ad metrics which are suitable for your campaign, ask yourself this one question –

What’s your campaign’s purpose? This will help you pick the most important metrics.