Facebook Ads Metrics

3 Second Video Views counts the number of times your video ad was played for 3 seconds or more. It does not usually include replays that take place before a video has been viewed for at least 3 seconds.

Ad Clicks, or simply Clicks, is a marketing metric that counts the number of times users have clicked on a digital advertisement to reach an online property.

Ad Frequency is the average number of times your ad is displayed to a unique user. It is calculated by dividing your ad's impressions by its reach. This metric helps you understand how often your target audience sees your ad and informs decisions about campaign saturation and budget allocation.

Ad Reach is the number of unique people who saw your ad at least once during a set period. It shows how many individuals your message got in front of, not how many times it was shown. Ad Reach helps you judge the size of your exposure and estimate the brand awareness a campaign may build. It informs decisions about budget, audience size, and how widely to spread a message. Platforms define a person differently, so check each definition before comparing numbers.

Ad Set Clicks is the total number of times users clicked on a digital advertisement within an ad set. An ad set is a grouping of ads organized by theme.

Ad Set Impressions is the total number of times digital advertisements within an ad set are shown. An ad set is a grouping of ads organized by theme.

Ad Spend is the total money spent on advertising over a set period, which you can break down by campaign, ad set, or individual ad. It shows where your budget went, not whether the spending worked. Marketers use it to control budgets, report accurately, and judge performance alongside results such as conversions and revenue. Tracking it clearly helps you decide where to move budget and when to pause or scale a campaign.

Ad Unique Clicks is a count of the distinct people who clicked your digital ad at least once. Unlike Total Ad Clicks, which counts every click, Ad Unique Clicks counts each person once regardless of how many times they clicked.

Ad Impressions (IMPR) is a count of the total number of times a digital advertisement displays on someone's screen within a publisher's network. It measures exposure across search, display, video, and social ad formats.

Click-Through Rate (CTR) is the percentage of people who click a link after seeing it. CTR applies across paid search, display advertising, email campaigns, and organic search results. It is one of the most widely used indicators of whether your messaging is resonating with your audience.

Cost Per Click (CPC) is the price an advertiser pays a publisher each time a user clicks on an ad or link. CPC applies across search engines, social platforms, and display networks, and is the core pricing unit in Pay-Per-Click (PPC) advertising. Tracking CPC helps advertisers evaluate spend efficiency, set budgets, and compare performance across channels.

Cost Per Inline Link Click is the average amount of money spent per click on links contained in advertisements. It is calculated by dividing the total amount of money spent on ads by the total number of clicks on links within the ads and is a variation of Cost Per Click (CPC).