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Understanding Facebook Ad Reporting Terminology in Stack

Stack's Facebook Ad Reporting offers live insights and analysis for your digital ad campaigns, helping you grasp the overall performance and boost your ROI. Here's a breakdown of key terms you'll encounter:

Key Metrics​

  • Impressions
    An impression counts each time your ad is displayed on a search results page or another site within the Facebook network.

  • Clicks
    When someone interacts with your ad, such as clicking the headline or phone number, it's recorded as a click.

  • Conversions
    A conversion happens when a user completes a valuable action on your website, like viewing a specific page, downloading an eBook, or signing up for a newsletter. The aim is to turn visitors into customers.

  • Average CPC (Cost per Click)
    This is the average cost you pay for each click on your ad. Several factors affect CPC, including your budget, the number of impressions, location, time of day, and content type.

  • Cost Per Conversion (CPA)
    Also known as Cost per Acquisition, CPA measures the average cost to acquire a new customer. It's calculated by dividing the total ad cost by the number of conversions.

  • Conversion Rate
    This rate is determined by dividing the number of conversions by the total ad interactions that can be tracked to a conversion. For example, 50 conversions from 1,000 interactions result in a 5% conversion rate.

  • Revenue
    Revenue is tracked when an opportunity is marked as won, adding a monetary lead value. This is the total value of all opportunities marked as won for a specific Facebook ad campaign. Use only numerical integers for lead value; the currency symbol is already included.

  • ROI (Return On Investment)
    ROI is calculated by comparing the costs of an advertising campaign to the revenue it generates. It can be assessed for individual ads or the entire campaign.

  • Sales
    Sales refer to leads or opportunities that have been successfully converted and marked as won.

  • CPS (Cost per Sales)
    CPS is calculated by dividing the campaign cost by the number of opportunities marked as won.

  • Leads
    Leads are potential customers recorded as open opportunities through form submissions, chat responses, or phone calls.

  • CPL (Cost per Lead)
    CPL is determined by dividing the campaign cost by the number of open-stage opportunities.

Understanding these terms will enhance your ability to analyze and optimize your Facebook ad campaigns effectively using Stack.