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Facebook Ads Columns and Metrics
Facebook Ads Columns and Metrics
Zach N. avatar
Written by Zach N.. Updated over a week ago

Your Facebook Ads analytics features a wide variety of metrics you can track within the Analytics application. This guide will show you how you can add these metrics to the application and provide an explanation of each.

How to Customize Your Facebook Ads Analytics

  1. Within the Analytics application, click on the Facebook Ads tab at the top of the page.

  2. In the bottom half of the page, click on the Column Customization button on the far right.

  3. The Manage Columns menu will now appear. You can use the left-side column to choose which metrics you want to appear in the table. Check the box to add a new column.

  4. You can then rearrange the order of the table columns by dragging and dropping elements on the right side of the menu. You can also delete a column by clicking the X to the right.

  5. When you’re satisfied with your columns, click Save.

Facebook Ads Terms and Metrics

  • Campaigns - The name of the Facebook Ad campaign.

  • Date Last Edited - The last date that a user made changes to the campaign.

  • Amount Spent - The amount of money spent in the ad campaign to date.

  • Status - Indicates if the campaign is active, inactive, or paused.

  • Clicks - The total number of clicks on your ads for that campaign.

  • CPC - This stands for cost-per-click. CPC = Amount Spent / Clicks.

  • ThruPlays - This is the number of times your video is played by a user for at least 15 seconds.

  • Cost Per Unique Click - This is the average cost you spend to get a unique click (a click from a brand-new user).

  • Impressions - This is the number of times all of your ads appear on screen for a user.

  • CPM - This is the abbreviation used for the cost-per-1000 impressions.

  • Objective - This is the selected objective for the campaign (Conversions, Lead Clicks, Reach, Video Views, etc.)

  • Attribute Settings - This is the window you set to determine when you can attribute a conversion to an advertisement.

  • Reach - The total number of people that saw one of your ads at least once.

  • Starts/Ends - When your campaign starts and is expected to end.

  • Cost per 1,000 People Reached - This is the amount spent on your campaign to get 1,000 unique views. Remember that reach is different than impressions.

  • CTR - The percentage of time a user saw the ad and clicked. This is calculated as Clicks / Impressions.

  • CTR Link Click-Through Rate - The percentage of time people saw the ad and clicked a link.

  • Frequency - The average number of times each user sees your advertisement.

  • Cost per ThruPlay - The amount spent versus the number of ThruPlays.

  • Post Save - The total number of times users saved your ads to revisit later.

  • Post Shares - The number of times people share your ads on their timeline, Facebook Groups, or Pages.

  • Page Likes - The number of likes on your Facebook Business Page that you can attribute to your advertisements.

  • Results - The number of times your ad achieves your selected outcome based on the objective chosen for the campaign.

  • Result Rate - This is the percentage of time you get results versus your total ad views.

  • Cost per Result - This is the total amount spent versus the number of results to date.

  • Cost per Page Like - This is the total amount spent versus the number of Business Page likes that you can attribute to your ads.

  • Video Plays - This is the total number of times that someone hits play on your video. This does not count replays.

  • Video Average Play Time - This is the average time your video gets played from a single impression. This does include replay time.

  • Video Plays at 25-100% - This is the number of times a user watches your video to 25%, 50%, 75%, 95%, and 100% (a column for each). This can also count if a user skips through the video and watches it from that point onward.

  • 3-Second Video Plays - The number of times your video gets played for at least three seconds.

  • Cost per 3-Second Video Plays - The total amount spent versus the number of 3-second video plays.

  • Link Click - The number of times users click a link within an ad that leads to a specified destination.

  • Unique Link Clicks - This is the number of times a unique user clicks a link within your ad that leads to a specified destination.

  • Post Comments - The total number of comments on your ads.

  • Post Reaction - The number of Facebook reactions you receive on a post (love, haha, wow, etc.)

  • Page Engagements - The total number of actions that people take on your Facebook Page as a result of your ads.

  • Post Engagements - The total number of actions people take involving your ads.

  • New Messaging Conversations - The number of people your business connects with on messenger as a result of your ads.

  • CPC - This stands for Cost-per-Link Click. This is the total amount spent versus the number of link clicks.

  • Cost per Unique Link click - This is the total amount spent versus the number of link clicks you get from unique users.

  • Cost per Page Engagement - The average cost for every page engagement (the amount spent versus page engagement).

  • Cost per Post Engagement - This is the total amount spent versus the total number of post engagements.

  • Cost per New Messaging Conversation - This is the total amount spent versus the number of unique messaging connections your business makes with a customer.

  • Unique CTR (Link Click-Through Rate) - This is the percentage of unique people who saw your ad and performed a link click.

  • Unique CTR (All) - This is the percentage of unique people who saw your ad and performed any type of click.

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