Understand Facebook Ad Reporting Terms

Activity metrics

• Impressions — how often your ad was displayed.
• Clicks — interactions with your ad.
• Conversions — a predefined meaningful action, like a form fill or booking.

Cost metrics

• Average cost per click — spend divided by clicks.
• Cost per conversion — spend divided by conversions.
• Cost per lead — spend divided by leads.

Performance metrics

• Conversion rate — conversions divided by tracked interactions.
• ROI — ad spend against revenue generated.

Sales vs. leads

• Sales — closed and won opportunities with a dollar value.
• Leads — still-open opportunities.

Why this matters

A campaign with high clicks but poor conversion rate might underperform a smaller, better-qualified campaign.