Must-Know Meta Ad Metrics for Beginners: 5 Core KPIs Explained.
1. Results (Conversions)
The number of target actions driven by ads, such as purchases, registrations, or form submissions.
Key Insights:
- E-commerce websites: Focus on purchase volume
- APP promotions: Track installation count
- Lead generation: Prioritize form submissions
2. Frequency
Average number of times a single user sees your ad.
Data-Driven Guidelines:
- Optimal range: 3-5 impressions/user (field-tested)
- 10 impressions may reduce CTR by 30%+
Pro Tip: Exclude converted users in retargeting audiences to optimize frequency.
3. Click-Through Rate (CTR)
Critical Distinctions:
① Link CTR: Clicks leading to actual page visits.
Industry benchmark: ≥2.8% (e.g., fashion verticals)
② All CTR: Includes accidental clicks/swipes
Recommended threshold: Keep under 5%
4. Cost Per Mille (CPM)
2025 Industry Benchmarks:
- Brand awareness ads: $6-12
- Conversion-focused ads: $14-28
- Retargeting ads: $8-15
Optimization Hack: Dynamic creative combinations can reduce CPM by 15%+.
5. Attribution Window
Three Crucial Models:
| Type Of Windows | Applies to | Best For |
| 1-Day View | Applies to users who viewed ad within 24hr | Best for FMCG promotions |
| 7-Day Click | Tracks conversions within 7 days post-click | Ideal for SaaS products |
| Hybrid | 1-day view + 7-day click | Recommended for cross-border e-commerce campaigns |
