What data can I report on in Facebook Ads?

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There are five different views in Facebook Ads, providing different metrics in each view: Performance, Delivery, Engagement, Video Engagement, and Performance and Clicks. To change the data view, click the Columns dropdown menu and choose your view.

Performance

Performance gives a high-level overview of Ads data, and is the view that you first see when accessing Facebook's own Ads tool.

  • CTR: Percentage of users who clicked your ad after seeing it in their accounts.
  • Reach: The unique number of users who saw your ad. This is different from Impressions, in that it does not count repeat views.
  • Spend: The estimated total amount of money that you've spent on your campaign, ad set or ad.
  • People Taking Action: The number of actions that people took that are attributed to your ads. Actions can include engagements, clicks, and conversions that are attributed to your ads.
  • Ends: The date your ads are scheduled to stop running.

 

Delivery

Delivery deals with reach and impressions, two measures for how many times your ads have been viewed.

  • Reach: The unique number of users who saw your ad. This is different from Impressions, in that it does not count repeat views.
  • Cost Per 1,000 People Reached: The incurred cost per thousand unique people who have seen your ad.
  • Impressions: The number of times your ad has been seen by Facebook users. This is different Reach, in that it does count repeat views.
  • CPM (Cost Per 1,000 Impressions): The incurred cost per thousand of times that your ad has been viewed, including repeat views.

Engagement

Engagement relates to Facebook actions that were take on the ad by people it reached.

  • Link Clicks: If your ad has a link, Link Clicks is the number of times that link was clicked. This doesn't measure the number of time the ad itself was clicked.
  • People Taking Action: The number of actions that people took that are attributed to your ads. Actions can include engagements, clicks, and conversions that are attributed to your ads.
  • Likes: The number of times the Like button was clicked on your ad.
  • Page Engagement: The number of times a Facebook user engaged with your page following clicking an ad. Engagement includes Page Likes, Shares, and other actions.
  • Post Shares: The number of times users shared your ad to their friends.
  • Post Comments: The number of times users commented on your ad.

Video Engagement

Video metrics deal entirely in how Facebook users have interacted with your video advertisements.

  • Impressions: The number of times your ad has been seen by Facebook users. This is different Reach, in that it does count repeat views.
  • Ten Second Views: The number of times your ad has been viewed for at least 10 seconds.
  • Cost Per Ten-Second View: The incurred cost per instance where your video was viewed for at least 10 seconds.
  • Reach: The unique number of users who saw your ad. This is different from Impressions, in that it does not count repeat views.
  • Spend: The estimated total amount of money that you've spent on your video ad.
  • Avg. % Viewed: The average length of time that your video was watched for, expressed as a percentage.
  • Views to 25%: The number of times your video was watched at 25% of its length.
  • Views to 50%: The number of times your video was watched at 50% of its length.
  • Views to 75%: The number of times your video was watched at 75% of its length.
  • Views to 95%: The number of times your video was watched at 95% of its length.
  • Views to 100%: The number of times your video was watched at 100% of its length.

Performance and Clicks

Performance and Clicks presents data related to engaging with your ad itself. These are more traditional PPC metrics, referring to clicks on your ad and related performance.

  • Reach: The unique number of users who saw your ad. This is different from Impressions, in that it does not count repeat views.
  • Cost Per Result: The incurred cost per desired result from the ad. You're able to select your desired result when creating the ad.
  • Spend: The estimated total amount of money that you've spent on your campaign, ad set or ad.
  • Clicks: The number of times that Facebook users clicked your ad.
  • CTR: The percentage of clicks against the number of impressions your ad has made.
  • CPC: The incurred cost per click.
  • Impressions: The number of times your ad has been seen by Facebook users. This is different Reach, in that it does count repeat views.
  • CPM (Cost Per 1,000 Impressions): The incurred cost per thousand of times that your ad has been viewed, including repeat views.
  • Link Clicks: If your ad has a link, Link Clicks is the number of times that link was clicked. This doesn't measure the number of time the ad itself was clicked.
  • CTR (Link Click Thru Rate): The percentage of link clicks against the number of impressions your ad has made.
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