What do these metrics mean?
Updated Jul 5, 20261 min read
Here is a quick guide to the terms you will see in insights.
Spend and reach
- Spend is the money your ads have used.
- Impressions is the number of times your ad was shown. Reach is the number of unique people who saw it. One person can create several impressions.
- Frequency is the average number of times each person saw your ad.
Results and efficiency
- Results are the actions you optimized for, such as leads, purchases, or clicks.
- Cost per result is spend divided by results. Lower is more efficient.
- CPC is cost per click. CPM is cost per 1,000 impressions.
- CTR is click-through rate: clicks divided by impressions.
- ROAS is return on ad spend: revenue divided by spend.
Which to watch
The right metrics depend on your objective. For lead campaigns, cost per result matters most. For sales, keep an eye on ROAS. Not sure? Ask Mark which metrics matter for your goal and it will point you to them.
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