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Definitions of Facebook and Instagram metrics

Your guide to the metrics available for your campaigns across Facebook, Instagram, Messenger and Audience Network

With so many metrics available to advertisers on Facebook, it can be hard to know which to use.

Here's your guide to all of the metrics available for your automated rules - we'll organise them A-Z just to keep things simple:

0-9

10 second video views

The number of times that your video was played for at least 10 seconds, or for nearly its total length if it's shorter than 10 seconds.

For each video impression, Facebook will count video views separately and exclude any time spent replaying the video

More information on how this is calculated can be found here.

25% video views

The number of times your video was played at 25% of its length, including plays that skipped to this point


N.B. This metric will include people who played your video from the beginning up until the 25% mark and people who may have skipped straight to the 25% mark

30 second video views

The number of times that your video was played for at least 30 seconds, or for nearly its total length if it's shorter than 30 seconds

For each video impression, Facebook will count video views separately and exclude any time spent replaying the video

50% video views

The number of times your video was played at 50% of its length, including plays that skipped to this point

N.B. This metric will include people who played your video from the beginning up until the 50% mark and people who may have skipped straight to the 50% mark

95% video views

The number of times your video was played at 95% of its length, including plays that skipped to this point

N.B. This metric will include people who played your video from the beginning up until the 95% mark and people who may have skipped straight to the 95% mark

A

Add to cart value

The total value of adds to cart tracked with the Conversions objective

More information on how this is calculated can be found here.

Adds to cart (Facebook pixel)

The number of Add to Cart/Basket events attributed to your ad, based on information tracked via the Facebook Pixel

More information on how this is calculated can be found here.

Average value of purchases

The average value of purchases attributed to your ad, based on information tracked via the Facebook Pixel

C

Checkouts initiated (Facebook pixel)

The number of Initiate Checkout events attributed to your ads, based on information tracked via the Facebook Pixel

More information on how this is calculated can be found here.

Clicks

This is the number of clicks on your ads, including:

  • Link clicks
  • Clicks through to your business page or business profile picture
  • Post reactions (such as likes or loves)
  • Comments or shares
  • Clicks to expand media (such as photos) to full screen
  • Clicks to take actions identified as your campaign objective (such as liking your Page for a Page engagement campaign)

Content views

The number of View Content events attributed to your ads, based on information received from one or more of your connected Facebook Business tools

Cost per 10-second video view

The average cost for each 10 second video view

How it's calculated: Total amount spent / 10 second video views

Cost per add to cart

The average cost of each add to cart

How it's calculated: Total amount spent / adds to cart

Cost per checkout initiated (Facebook pixel)

The average cost of each checkout initiated

How it's calculated: Total amount spent / checkouts initiated

Cost per comment

The average cost per comment

How it's calculated: Total amount spent / comments

Cost per content view (Facebook pixel)

The average cost per content view

How it's calculated: Total amount spent / content views

Cost per lead

The average cost per lead

How it's calculated: Total amount spent / leads

Cost per offline lead

The average cost per offline lead

How it's calculated: Total amount spent / offline leads

Cost per page like

The average cost per Facebook page like

How it's calculated: Total amount spent / Facebook page likes

Cost per purchase (Facebook pixel)

The average cost per purchase

How it's calculated: Total amount spent / purchases

Cost per registrations completed

The average cost per registration completed

How it's calculated: Total amount spent / completed registrations

Cost per search

The average cost per search

How it's calculated: Total amount spent / searches

Cost per unique click

The average cost per unique click

How it's calculated: Total amount spent / unique clicks

N.B. Facebook states that this metric is estimated - find out more here.

Cost per unique inline link click

The average cost per unique inline link click

How it's calculated: Total amount spent / unique inline link clicks

CPC

The average Cost Per Click (all)

How it's calculated: Total amount spent / clicks (all)

CPM

The average cost per 1,000 impressions

How it's calculated: (Total amount spent / number of impressions) x 1,000

CPP

Cost per 1,000 people reached

How it's calculated: (Total amount spent

CTR

Click through rate - the percentage of times that people saw your ad and performed a click (all)

How it's calculated: Clicks (all) / impressions

H

Hours since creation

The number of hours since the campaign, ad set or ad was created

I

Impressions

The number of times your ads were on screen for your target audience

Find out more about how this metric is calculated here.

Inline post engagements

The total number of actions that people take involving your ads

Inline post engagements use a fixed 1-day-click attribution window

L

Leads

The number of leads attributed to your ads, based on information received from one or more of your connected Facebook Business tools

Find out more about how this is calculated here.

N

Name

Depending on your chosen ad level, this will appear as Campaign Name, Ad Set Name, or Ad Name

This is where your campaign, ad set or ad has a specific tag within the name. This metric allows you to exclude or include tagged items from your rule

O

Offline leads

The number of lead events that were recorded by your offline events data and attributed to your ads

If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported an attributed to your ads. Find out more here.

P

Page likes

The number of likes of your Facebook Page attributed to your ads

It counts both likes that occur directly on the page and likes that occur via the page like button on your ad

Post comments

The number of comments on your adverts

The post comments metric counts all comments that people made on your ads while they were running

Purchases (Facebook pixel)

The number of Purchase events attributed to your ads, based on information received from your Facebook Pixel

R

Reach

The number of people who saw your adverts at least once. Reach is different to impressions, which may include multiple views of your adverts by the same people

N.B. Facebook states that this metric is estimated - find out more here.

Registrations completed

The number of complete registration event attributed to your ads based on information received from one or more of your connected Facebook Business Tools

Find out more about how this metric is calculated here.

Remaining budget

The amount left of your ad set budget

N.B. This metric is only available when creating rules at the Ad Set level

Revenue

The amount of revenue generated, as attributed by your Facebook Pixel purchases

ROI

Return on Investment

S

Searches

The number of Search events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools

Find more information on how this is calculated here.

Spent

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule

N.B. Facebook states that this metric is estimated - find out more here.

U

Unique inline link clicks

The number of people who performed a click on an outbound link in your ad (e.g. to your website or app)

N.B. Facebook states that this metric is estimated - find out more here.

Unique link clicks CTR

The percentage of people who saw your ad and performed a unique inline link click

How it's calculated: Unique inline link clicks / reach

N.B. Facebook states that this metric is estimated - find out more here.

W

Website link click CTR

The percentage of people who performed a click through to your website after seeing your ad

How it's calculated: Website link clicks / reach

Website purchase ROAS

The total return on ad spend (ROAS) from website purchases

This is based on information received from one or more of your connected Facebook Business Tools and attributed to your ads

How it's calculated: Purchase conversion value / amount spent

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