Facebook Ad Reporting Terms

• Impressions: how many times your ads were shown.
• Reach: how many different people saw your ads at least once.
• Frequency: the average number of times each person saw your ad (impressions ÷ reach).
• Clicks: how many times people clicked your ad.
• Link clicks: clicks that went to your destination, such as your website.
• CTR (click-through rate): clicks ÷ impressions.
• CPC (cost per click): amount spent ÷ clicks.
• CPM (cost per 1,000 impressions): what it costs to show your ad 1,000 times.
• Amount spent: total ad spend in the period.
• Leads: form submissions or lead events credited to your ads.
• Cost per lead: amount spent ÷ leads.
• Conversions: purchases or other conversion events credited to your ads.
• Cost per conversion: amount spent ÷ conversions.
• ROAS (return on ad spend): conversion value ÷ amount spent.

Tips

• Compare CTR and cost per lead across ads to find your best creative.
• A rising frequency with a falling CTR usually means your audience is tired of the ad. Refresh it.