Ads Manager can show hundreds of metrics. Most decisions need only a handful. Save a custom column set so you see them every time.
A simple column set for lead campaigns
| Column | Why |
|---|---|
| Delivery | Active, learning or limited |
| Amount spent | Budget used |
| Results and cost per result | Leads and cost per lead |
| Reach and frequency | Audience size and ad fatigue |
| CPM | Cost to reach 1,000 people |
| Link clicks and CTR (link) | Ad attractiveness |
| Hook rate (3-second views ÷ impressions) | Video opening strength (custom metric) |
For online stores, add
- Purchases and cost per purchase.
- Purchase conversion value and ROAS.
- Adds to cart.
How to read them together
- High CPM: competitive audience or season, or low-quality ad.
- Low CTR: creative or offer not attractive.
- Good CTR, poor conversions: landing page, form or offer problem.
- Rising frequency and cost: ad fatigue.
Calculate metrics yourself with our CTR and CPM calculators.
Use breakdowns
Break down by age, gender, placement and region to spot patterns.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
