Read your ad spend and KPIs
Your campaign dashboard shows everything happening with your ads — spend, reach, clicks, and results. Here's what each number means and how to tell if your campaigns are on track.
Who this is for
All users who have at least one active or recently run campaign. Available on all plans.
Where to find your metrics
Open the Advertise tab from the top navigation. Each campaign row shows a summary of its key metrics. Click any campaign to see a full breakdown by ad set and individual ad.
To view across a date range, use the date picker in the top right. You can compare any time period.
Key metrics explained
| Metric | What it means | What good looks like |
|---|---|---|
| Spend | Total amount charged by the ad platform for this campaign. This is billed directly by Meta, Google, etc. — not by this platform. | Spend should be close to your daily budget × days running. Large gaps usually mean the ad is underperforming or in review. |
| Impressions | How many times your ad was shown. One person can generate multiple impressions. | Growing impressions with flat clicks = creative or audience issue. Flat impressions = budget too low or audience too narrow. |
| Reach | How many unique people saw your ad. Always lower than impressions. | High reach with low clicks points to a creative or offer problem. |
| Clicks | Total number of clicks on your ad (includes link clicks and other interactions). | Should trend up as the algorithm learns who clicks. |
| CTR (Click-Through Rate) | Clicks ÷ Impressions. The percentage of people who saw your ad and clicked it. | Facebook/Instagram: 0.9–1.5% is average. Above 2% is strong. Below 0.5% suggests a creative problem. |
| CPC (Cost Per Click) | Spend ÷ Clicks. How much you paid for each click. | Varies widely by industry. E-commerce: $0.50–$2. B2B: $3–$8. High CPC often means low CTR or a competitive audience. |
| CPM (Cost Per Mille) | Cost per 1,000 impressions. What you pay to reach 1,000 people. | Facebook average: $8–$15. High CPM = competitive audience or low ad quality score. |
| Conversions | The number of people who completed your goal action (purchase, sign-up, lead form, etc.) after clicking your ad. | Requires a pixel or tracking tag to be set up and firing correctly. |
| Cost Per Conversion | Spend ÷ Conversions. What you paid for each result. | Depends entirely on your product/service value. Generally, your cost per conversion should be less than the value of that conversion. |
| Frequency | Average number of times each person has seen your ad. | Above 3–4 on Facebook can cause ad fatigue. If frequency is high and CTR is dropping, refresh your creative. |
Reading the numbers in context
Don't judge too early. Campaigns need at least 7 days and ~50 conversions before the algorithm stabilizes. Data in the first 3–5 days can be misleading — especially cost per conversion.
The numbers tell a story in sequence
Read metrics from top to bottom: Impressions → CTR → Clicks → Conversions. If numbers drop off at any stage, that's where the problem is:
- Low impressions → Budget too low, audience too narrow, or ad in review
- High impressions, low CTR → Creative or offer isn't compelling enough for this audience
- High clicks, low conversions → Landing page problem, or pixel not tracking correctly
- High conversions, high cost per conversion → Audience is converting but too expensive — test broader targeting or different creatives
Group different campaigns to compare performance across Meta, Google, and TikTok. Your best-performing platform usually deserves more budget.
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