Glossary of advertising terms
Definitions and descriptions for common ad terms.
This metric is in development.How it's calculated
The metric counts when your video was played for two continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels in view. In some cases, such as when part of the screen is obscured by a system or app overlay (due to user behaviour such as sharing, saving or receiving a notification) less than 50% of a video's pixels may be in view. Learn more.
Account currency is the currency that's used by your ad account. Facebook accepts many different currencies worldwide for ad payments.
Learn more about accepted account currencies on Facebook.
An account spending limit is an overall limit on how much your ad account can spend across all the advertising campaigns that you're running. If you set an account spending limit, delivery of your ads will stop when that limit is reached to help ensure that you don't pay more for ads than you want to. This limit is optional, but it can help you control how much you're spending on Facebook ads.
Bear in mind that an account spending limit doesn't automatically reset after a certain amount of time (such as at the end of the month). To continue advertising after you've reached your limit, you can reset the amount spent towards your limit to £0 in your payment settings.
Learn more about using an account spending limit.
How it's calculated
This metric counts achievement unlocked events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the unlock achievement conversion standard event.
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Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.
Learn more about advertising on Facebook.
How it's calculated
This metric counts add payment info events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the add payment info conversion standard event.
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How it's calculated
This metric counts add to basket events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the add to basket conversion standard event.
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How it's calculated
This metric counts add to wishlist events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the add to wishlist conversion standard event.
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Facebook's Advertising Policies provide information about what kinds of ad content and practices are allowed or not allowed on the site. We recommend that all advertisers review these policies before creating ads.
Learn more about Facebook's Advertising Policies.
The Adverts API lets you create and manage adverts on Facebook programmatically.
Learn more about the Adverts API.
When creating ads or reviewing the performance of your ads in Ads Manager, age refers to the age range of the people you've reached.
Learn more about ad targeting on Facebook.
Age and gender refers to the age and the gender of people you reach with your Facebook ad. People who don't list their gender are shown as "not specified" when you review your ad's performance.
If you want to target an ad to a specific age or gender, you can create an audience for your ad. You can edit your targeting preferences in Ads Manager.
Learn more about targeting your ads.
This metric is estimated.How it's used
Amount spent lets you see how much you've spent compared to your maximum budget during the time period that you're looking at. It may include amounts already invoiced as well as billable amounts that haven't been invoiced yet.
How it's calculated
This metric is used as the numerator for calculating all cost per action or cost per result metrics. If your ads are currently running, these numbers may be an estimate, as it can take up to 48 hours for ad results to be processed.
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Further reading
How it's calculated
This metric counts activate app events that are tracked by your app SDK and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the activate app conversion standard event.
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How it's calculated
If your app is connected to Facebook (through the Facebook SDK or other connection), this metric counts when the app event is reported, attributed to your ads.
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How it's calculated
This metric counts submit application events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
This metric counts schedule events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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An audience is a group of people who can potentially see your Facebook ads. When choosing a target audience for your ad set, you can either create a new audience or use a saved audience.
Learn more about creating your audience.
This is a network of mobile app and mobile web publishers who've been approved by Facebook to show ads in their apps.
Learn how to run ads in the Audience Network.
Additional alternative payment method(s) you can optionally add to your ad account. Backup payment methods may be charged if there's a problem with your primary payment method.
Learn more about the different methods you can use to pay for ads on Facebook.
The billing summary shows you a list of all of your past ad charges. Clicking each description link will take you to a detailed breakdown of that charge, including the dates that the charge covers and the specific ads that ran during that period.
Learn more about billing on Facebook.
A billing threshold allows you to set when Facebook sends you a bill for your adverts based on how much you spend.
Learn more about billing thresholds.
A campaign spending limit allows you to set a maximum amount of money to be spent on a campaign. Your campaign stops running when it reaches your campaign spending limit.
Learn more about campaign spending limits.
How it's calculated
This metric counts initiate checkout events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the initiate checkout conversion standard event.
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How it's calculated
The metric counts multiple types of clicks on your ad, including certain types of interactions with the ad container, links to other destinations and links to expanded advertising experiences. It includes:
- Clicks to the associated business Page profile or profile picture
- Post reactions (such as likes or loves)
- Comments or shares
- Clicks to expand media (such as photos) to full screen
- Clicks to take actions identified as your campaign objective (such as liking your Page for a Page engagement campaign)
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How it's calculated
The metric is calculated by adding the value parameters that you set for the contact conversion standard event.
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How it's calculated
This metric counts contact events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
This metric counts view content events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the view content conversion standard event.
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How it's calculated
The metric is calculated from value parameters when you set up your on-Facebook purchase event.
How it's calculated
The metric is calculated from value parameters when you set up your on-Facebook workflow completion event.
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Conversions are customer-completed actions, such as purchases or adding to a basket on a website.
Learn more about tracking conversions with the Facebook pixel.
This metric is estimated.How it's used
Online advertisers typically look at the CPM as a performance measurement for the cost-efficiency and value of an advertising campaign.
On Facebook, reach can be a more insightful metric than impressions, because it gives you a measurement of how many people were exposed to your message and how efficiently you reached them. It's affected by how well your bid performed in the ad auction, your budget and the effectiveness of your audience targeting.
How it's calculated
The metric is calculated as the total amount spent divided by the reach, multiplied by 1,000.
It measures people reached across Facebook platforms, such as Facebook, Instagram, Messenger and the Audience Network.
How it's calculated
This metric is calculated as total amount spent divided by achievements unlocked.
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How it's calculated
This metric is calculated as total amount spent divided by add of payment info events.
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How it's calculated
This metric is calculated as total amount spent divided by add to basket events.
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How it's calculated
This metric is calculated as total amount spent divided by add to wishlist.
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How it's calculated
The metric is calculated as total amount spent divided by app activations.
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How it's calculated
The metric is calculated as total amount spent divided by App Installs.
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How it's calculated
This metric is calculated as total amount spent divided by checkouts initiated.
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How it's calculated
The metric is calculated as the total amount spent divided by clicks (all).
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How it's calculated
This metric is calculated as total amount spent divided by contacts.
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How it's calculated
This metric is calculated as total amount spent divided by content views.
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How it's calculated
This metric is calculated as total amount spent divided by credit spends.
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How it's calculated
The metric is calculated as the total amount spent divided by the number of credit spends.
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How it's calculated
This metric is calculated as total amount spent divided by products customised.
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How it's calculated
The metric is calculated as total amount spent divided by number of app engagements.
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How it's calculated
The metric is calculated as total amount spent divided by number of app story engagements.
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How it's calculated
The metric is calculated as total amount spent divided by number of app uses.
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How it's calculated
This metric is calculated as total amount spent divided by donations.
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How it's calculated
The metric is calculated as the total amount spent divided by the number of event responses.
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How it's calculated
This metric is calculated as total amount spent divided by location searches.
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How it's calculated
This metric is calculated as total amount spent divided by leads.
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How it's calculated
The metric is calculated as total amount spent divided by levels achieved.
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How it's calculated
This metric is calculated as the amount spent divided by mobile app day 2 retention.
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How it's calculated
This metric is calculated as the amount spent divided by mobile app day 7 retention.
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The average cost for each offer saved as a result of your ad.
Learn more about offers.
How it's calculated
The metric is calculated as total amount spent divided by offers saved.
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How it's calculated
The metric is calculated as the total amount spent divided by the number of other (offline conversion) conversions.
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Further reading
How it's calculated
This metric is calculated as the total amount spent divided by the amount of Page engagement.
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How it's calculated
This metric is calculated as total amount spent divided by Page likes.
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How it's calculated
This metric is calculated as total amount spent divided by post engagement.
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How it's calculated
This metric is calculated as total amount spent divided by purchases.
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How it's calculated
The metric is calculated as total amount spent divided by ratings.
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How it's calculated
This metric is calculated as total amount spent divided by registrations completed.
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How it's used
Cost per result indicates how cost-efficiently you achieved the objectives that you set in your ad campaign. You can use it to compare the performance of different campaigns and identify areas of opportunity. This metric can help you determine your bid for future ad sets.
This metric can be affected by many factors, such as your auction bid, target audience, optimisation type, ad creative and messaging, and schedule.
How it's calculated
The metric is calculated as the total amount spent divided by the number of results.
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How it's calculated
This metric is calculated as total amount spent divided by appointments scheduled.
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How it's calculated
This metric is calculated as total amount spent divided by searches.
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How it's calculated
This metric is calculated as total amount spent divided by trials started.
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How it's calculated
This metric is calculated as total amount spent divided by applications submitted.
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How it's calculated
This metric is calculated as total amount spent divided by subscriptions.
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How it's calculated
This metric is calculated as total amount spent, divided by 10-second video views.
How it's calculated
This metric is calculated as the total amount spent, divided by the number of three-second video views.
How it's calculated
The metric is calculated as total amount spent divided by tutorial completions.
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How it's calculated
The metric is calculated as total amount spent divided by unique achievements unlocked. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique add of payment info. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique adds to basket. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique adds to wishlist. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique app activations. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique checkouts initiated. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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This metric is estimated.How it's calculated
The metric is calculated as the total amount spent divided by unique clicks (all).
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How it's calculated
The metric is calculated as total amount spent divided by unique content views. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique credit spends. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique levels achieved. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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This metric is estimated.How it's calculated
The metric is calculated as the total amount spent, divided by the number of unique link clicks.
This metric uses sampled data.
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How it's calculated
The metric is calculated as total amount spent divided by unique purchases. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique ratings submitted. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique registrations completed. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique searches. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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How it's calculated
The metric is calculated as total amount spent divided by unique tutorial completions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
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This metric is in development.How it's calculated
The metric is calculated as total amount spent, divided by ThruPlays.
How it's calculated
The metric is calculated as the total amount spent divided by the number of on-Facebook workflow completions.
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Countries are where the people you've reached are located. This is based on information such as a person's home town, their current city and the geographical location where they tend to be when they visit Facebook.
Countries are a targeting option and can be added to the Location field when creating an advert.
Learn more about adverts reports.
How it's used
The CPC shows how much, on average, each link click costs you. CPC is a metric used in the online advertising industry for benchmarking ad efficiency and performance.
How it's calculated
This metric is calculated as the total amount spent divided by the number of link clicks.
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Further reading
How it's used
CPM is a common metric used by the online advertising industry to gauge the cost-effectiveness of an advertising campaign. It's often used to compare performances between different ad publishers and campaigns.
How it's calculated
CPM measures the total amount spent on an advertising campaign, divided by the number of impressions and multiplied by 1,000. (Example: if you spent £50 and got 10,000 impressions, your CPM was £5.)
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How it's calculated
This metric counts spend credits events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
If your desktop app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported and is attributed to your ads.
How it's calculated
The metric is calculated by adding the value parameters that you set for the spend credits conversion standard event.
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How it's calculated
The metric is calculated as clicks (all) divided by impressions.
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How it's used
CTR indicates how many link clicks you've received on your ad compared to how many impressions your ad received. It's a common metric used by online advertisers to understand how ads are driving traffic to websites and other destinations.
How it's calculated
The metric is calculated as the number of link clicks divided by the number of impressions.
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Your current balance is the total amount you've spent on adverts that you haven't been billed for yet.
This balance will be cleared automatically after we charge your payment method for the amount. You can see a summary of your charges in the billing section of your Adverts Manager.
Learn more about payments.
How it's calculated
The metric is calculated by adding the value parameters that you set for the customise product conversion standard event.
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The daily budget is the average amount that you indicated you are willing to spend on a specific ad set per day. Each ad set will have its own separate budget, so bear this in mind if you have more than one active ad set in your account.
Learn more about choosing a daily budget for your ad set.
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How it's calculated
If your desktop app is connected to Facebook (through the Facebook SDK or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported and is attributed to your adverts.
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How it's calculated
If your desktop app is connected to Facebook (through the Facebook SDK or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported and is attributed to your adverts.
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A conversion device is the device in use by a person at the time they took an action based on your advert. An action can include conversion events that are tracked with the Facebook pixel, mobile SDK, offline events or certain on-Facebook actions. For example, a conversion device may be reported as desktop if someone converted on a desktop computer.
Learn more about how to use conversion device in cross-device reporting.
How it's calculated
The metric is calculated by adding the value parameters that you set for the donate conversion standard event.
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How it's calculated
This metric counts donate events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the find location conversion standard event.
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This metric is estimated.How it's used
Frequency helps to build awareness and recall by showing your message to people in your target audience multiple times. Frequency may average one to two per ad set or may be much higher, depending on your budget, audience size and schedule.
However, it's important to monitor frequency along with your results and relevance score to make sure that the same people don't see your ads too often during a campaign. If performance begins to drop as your frequency numbers rise, your target audience may be experiencing ad fatigue, and it may be wise to change your ad creative or targeting.
How it's calculated
Frequency is calculated as the number of impressions divided by the reach.
This metric is calculated using sampled data.
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How it's used
Impressions is a common metric used by the online marketing industry. Impressions measure how often your ads were on screen for your target audience.
Facebook and Instagram first party served impressions are accredited by the Media Rating Council (MRC).
How it's calculated
An impression is counted as the number of times an instance of an ad is on screen for the first time. (Example: If an ad is on screen and someone scrolls down, and then scrolls back up to the same ad, that counts as one impression. If an ad is on screen for someone two different times in a day, that counts as two impressions.) As impressions are counted the same way for ads that contain either images or video, a video is not required to start playing for the impression to be counted. Though this method of counting video impressions differs from industry standards for video ads, it ensures consistency in reporting impressions when ad campaigns contain both videos and images.
In a few cases when it can't be determined whether ads are on screen, such as on feature mobile phones, impressions are counted when ads are delivered to devices.
Impressions aren't counted if they come from invalid traffic we detect such as from non-human sources (such as a bot).
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How it's calculated
The metric calculates the average percentage of the Instant Experience that people saw, based on the number of components viewed. It counts the views of the Instant Experience that opened from your ad, but not views of other Instant Experiences that were linked from the original.Related metrics
How it's calculated
The metric counts average total time spent viewing the Instant Experience that was linked from your ad. It also includes time spent in other Instant Experience units linked from the original Instant Experience.
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This metric is in development.How it's used
Landing page views let you know how many times people loaded your website or Instant Experience after clicking your ad. You can compare landing page views to link clicks to understand how many people clicked on your ad but left before your website or Instant Experience loaded.
How it's calculated
Landing page views are counted when a person loads a web page or Instant Experience after clicking your ad, and your pixel fires a PageView, PixelInitialised or ViewContent event. The PageView and PixelInitialised events are automatically captured by your pixel and do not require any additional setup.
A pixel from your ad account must be installed on your web page in order for a landing page view to be counted. If your ad links to a web page that does not have a pixel installed on it (for example, a redirect page), then a landing page view will be counted if your pixel fires a PageView, PixelInitialised or ViewContent event within 3 minutes of the original ad click.
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Further reading
Lead generation is the process of building interest in a business's products or services. On Facebook, you can create campaigns using a Lead Generation objective that allows consumers to fill in a form, called an "Instant Form", with their contact information. You can also track lead conversion events on your own website using the Facebook pixel.
Learn more about lead ads or Facebook pixel events.
How it's calculated
This metric counts lead events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the lead conversion standard event.
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How it's calculated
This metric counts achieve level events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the achieve level conversion standard event.
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A lifetime budget lets you set an amount to spend over the lifetime of an ad set. Our system will automatically try to evenly spread the amount that you spend across the period of time that you've selected.
Learn about how your ad budget is spent.
Likes and interests allows you to refine your advert's target audience based on what they've included in their Profiles, as well as the Pages, groups and other things on Facebook that they've connected with. This includes sections such as interests, activities, favourite music, films and TV programmes.
Your audience won't be shown the advert because they search for the term that you've targeted or as a result of other actions that they take on Facebook.
How it's used
Link clicks are one way to measure the interest that your ad generates amongst your audience. Digital advertisers have often considered click-through rate as a measure of success for an online advertising campaign.
To better understand what happens after someone clicks on your ad, you can compare link clicks to other metrics. For example, you can compare link clicks to landing page views to see how often people who clicked on your ad reached your landing page.
How it's calculated
The metric counts link clicks on any area of the ad that link to destinations or experiences for the ad. For example a link click would be counted if someone clicked on an ad's image or if they clicked the call-to-action button on the same ad.
These destinations may be off Facebook, or may be experiences or destinations on Facebook-owned properties. For example, they can include ad links to:
- Websites
- App store links or app deep links
- Clicks to call
- Clicks to message
- Map/direction links
- Facebook Canvas
- Facebook lead forms
- Facebook Marketplace
- Playable experiences
- Videos that launch the Watch & Browse experience
- Videos hosted by another website (including videos embedded in News Feed ads but hosted on a video platform such as YouTube or Vimeo)
Link clicks for Instagram Profile Visits
For Instagram ads that include a button to Visit Instagram Profile, link clicks will be counted when people click on the profile name in either the header or in comments, as these lead to the same destination as the Visit Instagram Profile button.
How it's calculated
This metric counts find location events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
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Lookalike Audiences are created by Facebook to help advertisers reach people who are similar to (or "look like") an audience that the advertiser cares about.
To create a Lookalike Audience, you need a Custom Audience, which is a list of your current customers or people who have engaged with your business.
This metric is in development.How it's calculated
The metric includes the number of times that two-way conversations began in messaging apps (such as Facebook Messenger), either when people clicked your ad in a messaging app (such as Facebook Messenger) or when they clicked a button in your ad on another Facebook-owned platform (such as in Facebook News Feed) to send a message to your business. It includes new conversations with people who had never sent a message to your business before, as well as re-engaged conversations with people who hadn't sent a message to your business within the past seven days.
This metric does not count conversations that occur in WhatsApp, even if you are running an ad that clicks to WhatsApp. However, if someone contacts your business on Facebook Messenger after seeing your ad that clicks to WhatsApp, this will be counted as a messaging conversation started and will be attributed to your ad.
Further reading
How it's calculated
The metric includes all messaging replies that people sent to your business from messaging apps and services, attributed to your ads. This might include replies sent in response to your ad or replies in a messaging conversation that started after people saw or clicked on your ads.
This metric does not count messaging replies that occur in WhatsApp, even if you are running an ad that clicks to WhatsApp. However, if someone contacts your business on Facebook Messenger after seeing your ad that clicks to WhatsApp, this will be counted as a messaging reply and attributed to your ad.
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Mixed values are values that aren't identical when you edit multiple campaigns, ad sets or ads at the same time.
For example, if you're editing multiple ad sets and they have different budgets, you'll see multiple values where the fields don't match. If you change one of those fields, it will change the budget across all the ad sets that you're editing.
Learn more about the Facebook ad campaign structure.
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
This metric includes any instances of the standard event fb_mobile_achievement_unlocked, as well as any custom events that have been categorised as Unlock achievement in App Events.
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
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How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
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How it's calculated
This metric counts submit application events that are tracked by your Facebook SDK and attributed to your ads.
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How it's calculated
This metric counts schedule events that are tracked by your Facebook SDK and attributed to your ads.
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How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
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How it's calculated
The metric is calculated by adding the value parameters that you set for the contact conversion standard event on your mobile app.
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How it's calculated
This metric counts contact events that are tracked by your Facebook SDK and attributed to your ads.
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How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
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How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
This metric includes any instances of the standard event fb_mobile_spent_credits, as well as any custom events that have been categorised as Spend credits in App Events.
Related metrics
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
How it's calculated
The metric is calculated by adding the value parameters that you set for the customise product conversion standard event on your mobile app.
Related metrics
How it's used
Mobile app day 2 retention lets you optimise your campaigns for people who have installed and opened your app.
How it's calculated
This metric is counted as the number of people who opened your app at least once (for example, an app open event as reported by the SDK) 24-48 hours after installing it on their device. Mobile app day 2 retention counts the number of people, not the number of individual app open events.
How it's used
Mobile app day 7 retention lets you optimise your campaigns for people who have installed and opened your app.
How it's calculated
This metric is counted as the number of people who opened your app at least once (for example, an app open event as reported by the SDK) 144-168 hours after installing it on their device. Mobile app day 7 retention counts the number of people, not the number of individual app open events.
How it's calculated
The metric is calculated by adding the value parameters that you set for the donate conversion standard event on your mobile app.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the find location conversion standard event on your mobile app.
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How it's calculated
This metric counts mobile App Install events that are tracked by one of your Facebook Business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads. This metric is counted when people opened your app for the first time, and once per person.
Mobile App Installs are automatically logged by the Instant Games SDK and count the number of times a person loaded your game and accepted the Terms of Service for the first time.
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How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
This metric includes any instances of the standard event fb_mobile_level_achieved, as well as any custom events that have been categorised as Achieve level in App Events.
How it's calculated
This metric counts find location events that are tracked by your Facebook SDK and attributed to your ads.
Related metrics
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
This metric includes any instances of the standard event fb_mobile_add_payment_info, as well as any custom events that have been categorised as Add payment info in App Events.
How it's calculated
This metric counts customise product events that are tracked by your Facebook SDK and attributed to your ads.
Related metrics
How it's calculated
This metric counts mobile app purchase events that are tracked by one of your Facebook Business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads. This metric includes any instances of the standard event fb_mobile_purchase, as well as any custom events that have been categorised as Purchase in App Events.
Mobile app purchases are automatically logged by the Instant Games SDK.How it's calculated
The metric is calculated by adding the value parameters you set for the mobile app purchase standard event. Mobile app purchases are automatically logged by the Instant Games SDK with the mobile app purchase conversion value set to the item value (paid by user).
Related metrics
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
Related metrics
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
This metric includes any instances of the standard event fb_mobile_complete_registration, as well as any custom events that have been categorised as "complete registration" in App Events.
How it's calculated
The metric is calculated by adding the value parameters that you set for the schedule conversion standard event on your mobile app.
Related metrics
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
How it's calculated
The metric is calculated by adding the value parameters that you set for the start trial conversion standard event on your mobile app.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the submit application conversion standard event on your mobile app.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the subscribe conversion standard event on your mobile app.
Related metrics
How it's calculated
This metric counts subscribe events that are tracked by your Facebook SDK and attributed to your ads.
Related metrics
How it's calculated
This metric counts start trial events that are tracked by your Facebook SDK and attributed to your ads.
Related metrics
How it's calculated
If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you've chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads.
This metric includes any instances of the standard event fb_mobile_complete_tutorial, as well as any custom events that have been categorised as Complete tutorial in App Events.
How it's calculated
This metric counts donate events that are tracked by your Facebook SDK and attributed to your ads.
Related metrics
The number of people who saved your offer.
Learn more about how to create an offer from ad creation.
Related metrics
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
This metric counts submit application events that are tracked by your offline event set and attributed to your ads.
Related metrics
How it's calculated
This metric counts schedule events that are tracked by your offline event set and attributed to your ads.
Related metrics
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
The metric is calculated by adding the value parameters that you set for the contact conversion standard event in your offline event set.
Related metrics
How it's calculated
This metric counts contact events that are tracked by your offline event set and attributed to your ads.
Related metrics
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
The metric is calculated by adding the value parameters that you set for the customise product conversion standard event in your offline event set.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the donate conversion standard event in your offline event set.
Related metrics
How it's calculated
This metric counts donate events that are tracked by your offline event set and attributed to your ads.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the find location conversion standard event in your offline event set.
Related metrics
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
This metric counts find location events that are tracked by your offline event set and attributed to your ads.
Related metrics
Related metrics
Further reading
How it's calculated
This metric counts customise product events that are tracked by your offline event set and attributed to your ads.
Related metrics
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Further reading
Related metrics
Further reading
How it's calculated
The metric is calculated by adding the value parameters that you set for the schedule conversion standard event in your offline event set.
Related metrics
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Related metrics
Further reading
Related metrics
Further reading
How it's calculated
The metric is calculated by adding the value parameters that you set for the start trial conversion standard event in your offline event set.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the submit application conversion standard event in your offline event set.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the subscribe conversion standard event in your offline event set.
Related metrics
How it's calculated
This metric counts subscribe events that are tracked by your offline event set and attributed to your ads.
Related metrics
How it's calculated
This metric counts start trial events that are tracked by your offline event set and attributed to your ads.
Related metrics
Related metrics
Organic leads are generated when someone sees a lead ad and tags their friend in it, and their friend submits a lead.
Learn more about lead ads.
Related metrics
Further reading
How it's calculated
If you are uploading offline data to Facebook (through the offline event manager or API) and you've chosen to report on this offline event, this metric counts when the event is reported and attributed to your ads.
Related metrics
Further reading
How it's used
Your Facebook Page lets you promote your business and engage with people on Facebook. This metric allows you to see how people interacted with your Page and posts because of your ads, indicating how relevant your ads were to your audience.
How it's calculated
Page engagement counts interactions with your Facebook Page and its posts attributed to your ads. Page engagement can include actions such as liking your Page, reacting with "Love" to a post, checking in to your location, clicking a link and more.
Related metrics
How it's used
Your Facebook Page lets you promote your business and engage with people on Facebook.
When people like your Facebook Page, they can follow your Page posts to stay informed about your business. You can also use geographic and demographic insights about people who like your Page to make marketing decisions.
How it's calculated
The metric counts Facebook Page Likes attributed to your ads. It counts both likes that occur directly on the Page and likes that occur via the Page Like button on your ad.
Verified forms of payment you can add to your Facebook account to pay for ads. You can view all of your currently active credit cards as well as any active advertising coupons under the Payment methods tab of your ad account.
Learn more about payment options for advertising.
Related metrics
A placement is the location where your ad is shown. Ads may appear in Facebook's mobile News Feed, desktop News Feed and right column. Ads may also show on Instagram, Audience Network, Instant Articles and Messenger.
Learn how to choose where your ads can appear.
How it's calculated
The post comments metric counts all comments that people made on your ads while they were running.
Related metrics
How it's used
Post engagement indicates that your ads are relevant to your target audience, which helps your ads perform better. When people see ads that are relevant to them, they're more likely to interact with those ads. This metric lets you measure these interactions and compare them to engagement from other ads or campaigns.
How it's calculated
Post engagement includes all actions that people take involving your ads while they're running. Post engagements can include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video or clicking on a link.
The number of likes on your Page's posts as a result of your ad.
Learn how to report on your ads.
How it's calculated
The metric counts shares of your ads while they were running. It may also include Instagram shares sent to people's inboxes.
It doesn't count engagement with the post after it's shared on another person's or Page's timeline.
Potential reach is an estimation of how many people are in an ad set's target audience. This estimation is a unique calculation by Facebook (more on our methodology below) and isn't intended to align with third-party calculations or population census data.
Learn more about potential reach.
This is the average amount that you're paying per click (CPC) or 1,000 impressions (CPM). Learn more about ad billing on Facebook.
The default payment method on your account. Any ad you create will be charged to this payment method (unless you have advertising coupons – in which case, these will be spent first). If there's a problem with your primary payment method and Facebook is unable to charge it, any backup payment methods that you add to your account may be charged.
Learn more about how to update your payment method.
How it's calculated
This metric counts customise product events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
Related metrics
How it's calculated
This metric counts purchase events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the purchase conversion standard event.
Related metrics
How it's calculated
The metric is calculated as purchase conversion value divided by amount spent.
Related metrics
How it's calculated
This metric counts ratings submitted events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
How it's calculated
The metric is calculated by adding the value parameters that you set for the rate conversion standard event.
Related metrics
This metric is estimated.How it's used
Reach gives you a measurement of how many people were exposed to your message during an advertising campaign. People may not always click on your ads, but they may be more likely to engage with your business when they see your message.
Your reach can be affected by your bid, budget and audience targeting.
How it's calculated
This metric is calculated using sampled data.
Related metrics
How it's calculated
This metric counts complete registration events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the complete registration conversion standard event.
Related metrics
This metric is estimated.How it's used
Your relevance score estimates how well your ad is resonating with the people you want to reach. The higher your ad's relevance score, the better it's considered to be performing.
When your ad's relevance score is high, it's more likely than other ads to be shown to your target audience.
How it's calculated
Ads with relevance scores of 1 are estimated to be not very relevant to your audience. Ads with scores of 10 are estimated to be very relevant to your audience.
We base relevance scores on several factors, including:
- How well your ad is performing
- Positive feedback (e.g. app installs, clicks, video views) that we expect from people who see your ad
- Negative feedback (e.g. someone clicking "Hide ad" on your ad)
Related metrics
Reports are the documentation of your most important ad metrics that can show you how you're reaching your business goals. You can access your reports in Ads Manager.
Learn more about viewing your ad reports.
How it's calculated
This metric is calculated as the results you received divided by the number of impressions.
Related metrics
How it's used
The results metric shows how well your advertising campaign performed based on the business objectives and settings that you chose. You can use it to compare performance among similar campaigns and identify areas of opportunity to get better results.
Depending on your campaign and ad account settings, your results may not reflect how you are billed for your ad. Example: If you've selected Conversions as your objective, your results may count the number of purchases that happened, but you may be charged for the number of impressions your ad gets.
How it's calculated
The metric counts the number of results you received based on the settings for your campaign. Example: If you've selected Conversions as your campaign objective, the results metric may show the number of purchases that happened as a result of someone seeing your ad.
For results where time may pass between when someone sees your ad and when they take action, Facebook uses a default attribution window to count results that occur within 1 day after viewing or within 28 days after clicking on your ad. If you change the attribution window settings for your ad account, results will be counted within the attribution window you set.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the schedule conversion standard event.
Related metrics
How it's calculated
This metric counts search events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters you set for the search conversion standard event.
Related metrics
A source audience is the audience that a Lookalike Audience is based on.
For example, if you create a Lookalike Audience from your Page fans, your Page fans would be the source audience.
Learn more about Lookalike Audiences.
How it's calculated
The metric is calculated by adding the value parameters that you set for the start trial conversion standard event.
Related metrics
The status of your campaigns, ad sets and ads can be turned on or off. Bear in mind that if your campaign is Off, you'll need to turn it On before your ad sets and ads can run.
Learn how to turn your campaigns, ad sets and ads on or off.
How it's calculated
The metric is calculated by adding the value parameters that you set for the submit application conversion standard event.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the subscribe conversion standard event.
Related metrics
How it's calculated
This metric counts subscribe events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
Related metrics
Targeted audience is the number of people that your targeting can reach. You'll see an estimate of this, i.e. the estimate that you see while creating an ad.
Use the Audience graph to see the difference between the number of people you're actually reaching and the number of people you could be reaching. Increase your bids and budget to reach more of your targeted audience.
How it's calculated
The metric counts the number of times that your video played for ten seconds or for 97% of its total length if it's shorter than ten seconds. Time spent replaying the video for a single impression won't be included.
For example:
- If someone watches a 5-second video for 4.85 seconds or a 10-second video for 9.7 seconds, that counts as a 10-second video view.
- If someone watches a 10-second video for five seconds, then rewinds and watches the first five seconds again, this will not count as a 10-second video view, because replays are not included.
How it's calculated
The metric counts the number of times that your video played for three seconds or for 97% of its total length if it's shorter than three seconds. Time spent replaying the video for a single impression won't be included.
For example:
- If someone plays a 2-second video for 1.94 seconds or a 3-second video for 2.91 seconds, that counts as a 3-second video view.
- If someone plays a 3-second video for two seconds, then rewinds and watches the first two seconds again, this will not count as a 3-second video view, because replays are not included.
This metric is in development.How it's calculated
If your video is 15 seconds or shorter, the metric counts when your video was played to completion. For longer videos, this metric counts when someone played at least 15 unique seconds of the video. The video's full length is considered to be at least 97% of the video, as people frequently drop off before the true end of a video when credits roll or content fades out. Learn more.
How it's calculated
The metric includes the sum of conversion value from conversions that were attributed to your adverts. These may include conversions recorded by your pixel, app events, offline events or on-Facebook events.
All completed payments for advertising services are listed as completed transactions in your billing summary. To see a more detailed view of each completed payment, you can click the transaction ID found in the transaction column.
To learn more, see Billing Basics.
How it's calculated
This metric counts start trial events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
Related metrics
How it's calculated
This metric counts completed tutorial events that are tracked by one of your Facebook business tools (such as a Facebook pixel, app SDK or offline event set) and attributed to your ads.
How it's calculated
The metric is calculated by adding the value parameters that you set for the complete tutorial conversion standard event.
Related metrics
How it's calculated
The estimated metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric uses sampled data.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
This metric is estimated.How it's calculated
The metric is calculated as unique clicks (all) divided by reach.
Related metrics
This metric is estimated.How it's calculated
The metric is calculated as the number of unique link clicks divided by the reach. It counts people, not actions.
This metric uses sampled data.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric uses sampled data.
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
This metric is estimated.How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
How it's calculated
The metric counts people, not actions. This metric is calculated using sampled data and is based on events recorded through your use of Facebook's business tools.
Related metrics
An unpublished Page post that isn't immediately published on your Page or in your News Feed.
Unpublished Page posts allow Page admins to manage delivery of advertising content using audience filters. These scheduled or draft posts are delivered on a future publication date or through promotion within an ad set.
Learn more about unpublished Page posts.
How it's calculated
The metric is calculated as the total watching time of your video divided by the total number of video plays, including replays.
This metric is in development.How it's calculated
This metric counts when a video starts to play after an impression for the video is counted. Video plays can occur either when a video starts to play automatically or because someone clicked to play the video. Replays of a video, such as when someone pauses a video and starts playing it again, are not counted.
In the case of an ad format with multiple videos, such as a carousel ad, video plays will be counted separately for each video shown.
How it's calculated
The metric counts when the 100% point in your video was played. This may include people who played all of your video from the beginning, and may also include people who skipped to the 100% point.
Related metrics
How it's calculated
The metric counts when the 25% point in your video was played. This may include people who played a quarter of your video from the beginning, and may also include people who skipped to the 25% point and played your video from there.
Related metrics
How it's calculated
The metric counts when the 50% point in your video was played. This may include people who played half of your video from the beginning, and may also include people who skipped to the 50% point and played your video from there.
Related metrics
How it's calculated
The metric counts when the 75% point in your video was played. This may include people who played three quarters of your video from the beginning, and may also include people who skipped to the 75% point and played your video from there.
Related metrics
How it's calculated
The metric counts when the 95% point in your video was played. This may include people who played 95% of your video from the beginning, and may also include people who skipped to the 95% point and played your video from there.
Related metrics
How it's calculated
If you have an add to basket standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
If you have an add to wishlist standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
This metric counts submit application events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
This metric counts schedule events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
If you have an initiate checkout standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the contact conversion standard event on your website.
Related metrics
How it's calculated
This metric counts contact events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
If you have a view content standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the customise product conversion standard event on your website.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the donate conversion standard event on your website.
Related metrics
How it's calculated
This metric counts donate events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the find location conversion standard event on your website.
Related metrics
How it's calculated
If you have a lead standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
This metric counts find location events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
If you have an add payment info standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
This metric counts customise product events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
If you have a purchase standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
If you have a complete registration standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated by adding the value parameters that you set for the schedule conversion standard event on your website.
Related metrics
How it's calculated
If you have a search standard event implemented on your website, this metric counts when the Facebook pixel tracks that event, attributed to your ads.
How it's calculated
The metric is calculated from value parameters added to your standard event.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the start trial conversion standard event on your website.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the submit application conversion standard event on your website.
Related metrics
How it's calculated
The metric is calculated by adding the value parameters that you set for the subscribe conversion standard event on your website.
Related metrics
How it's calculated
This metric counts subscribe events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
How it's calculated
This metric counts start trial events that are tracked by your Facebook pixel and attributed to your ads.
Related metrics
* Nguồn: Facebook