Over a billion people use Facebook to connect with friends, family, bands and even brands. Facebook Ads allow you to introduce your business to people who’ll love your business. Facebook can help you meet your online business goals by efficiently reaching your audience with no location limitations.
If you’re using Facebook ads to help ramp up your Business’ reach and engagement, understanding Facebook ad metrics can make or break how you report the results to your team. Evaluating these metrics can help measure your ad’s performance comparative to your overall business goals.
Reach
The number of people your ad was served to.
Frequency
The average number of times each person saw your ad.
Impressions
The number of times your ad was viewed. For example, if 100 people saw your ad 2 times, it would be reported as 200 impressions.
Clicks
The total number of clicks on your ad. Depending on what you’re promoting, this can include Page likes, event responses or app installs.
Unique Clicks
The total number of unique people who have clicked on your ad. For example, if 3 people click on the same ad 5 times, it will count as 3 unique clicks.
Click-Through Rate (CTR)
The number of clicks you received divided by the number of times an ad was shown on Facebook.
Facebook Advertisers Average Click Through Rate is .04.
Unique Click-Through Rate (uCTR)
The number of unique people who clicked on your ad divided by the number of unique people you reached. For example, if you received 20 unique clicks and 1,000 unique people saw your ad, your unique click-through rate will be 2%
Cost per 1,000 Impressions (CPM)
The average cost you’ve paid to have 1,000 impressions on your ad.
Facebook Advertisers Cost per 1,000 Impressions 2.49
Cost per 1,000 People Reached
The average cost you’ve paid to have your ad served to 1,000 unique people.Social Impressions
The number of times your ad was viewed with social information. For example, if 3 people see an ad 2 times each and it includes information about a friend liking your Page, it counts as 6 social impressions.
Cost per Click (CPC)
The average cost per click for these ads, calculated as the amount spent divided by the number of clicks received.
Facebook Advertisers Average Cost Per Click is .80.
Cost per Unique Click
The average cost per unique click for these ads, calculated as the amount spent divided by the number of unique clicks received.
Actions
The number of actions taken on your ad, page, app or event after someone saw your ad, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses, etc. For example, if you get 2 Page likes and 2 comments, they will be counted as 4 actions.
People Talking Action
The number of unique people who took an action such as liking your Page as a result of your ad. For example, if the same person likes and comments on a post, they will be counted as 1 unique person.
