Meta Advertising Metrics | Upstack Documentation

Meta advertising metrics measure your Facebook and Instagram ad performance across the full marketing funnel. These metrics come directly from Meta’s Marketing API and help you evaluate campaign efficiency, audience engagement, and conversion attribution.

Data Source: Meta Marketing API
Total Metrics: 127

How These Metrics Are Organized

Meta Ads metrics are split into two groups:

Core metrics (47) — spend, audience, clicks, efficiency, and video metrics that live directly under this channel
Action metric groups (30) — per-action folders pairing a conversion or engagement event with its value and cost-per-action metrics

Action Metric Groups

Group	Metrics	Covers
Purchases	3	Purchase count, revenue value, cost per purchase
Add to Carts	2	Add-to-cart events and cost per add to cart
Initiate Checkouts	1	Checkout starts
Add Payment Info	2	Payment info additions and cost
Leads	2	Lead form submissions and cost per lead
Completed Registrations	1	Account sign-ups
App Installs	1	Mobile app installs
Subscriptions	1	Subscription sign-ups
Subscribes	2	Subscribe actions and cost per subscribe
Start Trials	2	Trial initiations and cost per trial
View Contents	1	Product page views
Contact Events	2	Contact submissions and cost per contact
Customize Product Events	2	Product customizations and cost
Donate Events	2	Donation actions and cost per donate
Find Location Events	2	Location searches and cost
Schedule Events	2	Schedule bookings and cost
Search Events	2	On-site searches and cost per search
Submit Application Events	2	Application submissions and cost
Messaging Conversations Started	1	Messaging initiations
Engagements	2	All social interactions and cost per engagement
Likes	1	Like reactions
Comments	2	Comment count and cost per comment
Shares	2	Share count and cost per share
Saves	1	Save/bookmark count
Reactions	1	All emoji reactions
Page Likes	2	Page like actions and cost per page like
Post Comments	1	Post comment count
Post Saves	2	Post saves and cost per save
Post Shares	1	Post share count
Photo Views	2	Expanded photo views and cost

The full list of flat core metrics is in All Meta Metrics by Category below.

When to Use Each Group

Goal	Start With
Monitor budget pacing	Meta Spend
Understand audience reach	Meta Reach
Optimize for website traffic	Meta Clicks
Maximize return on ad spend	Meta ROAS
Track purchases and revenue	Purchases
Track leads and sign-ups	Leads
Build brand awareness	Engagements
Evaluate video campaigns	Meta Video Views

How Meta Attribution Works

Meta attributes conversions based on its attribution window settings. By default, Meta uses a 7-day click and 1-day view window—meaning a conversion is attributed to an ad if someone clicked it within 7 days or viewed it within 1 day before converting.

All Meta Metrics by Category

Spend Metrics

Metric	Description
Meta Spend	Total ad budget consumed

Audience Metrics

Metric	Description
Meta Impressions	Number of times ads were shown
Meta Reach	Unique people who saw your ads
Meta Frequency	Average times each person saw your ads
Meta CPM	Cost per 1,000 impressions

Click Metrics

Metric	Description
Meta Clicks	All clicks on your ads
Meta Link Clicks	Clicks on ad links
Meta Inline Clicks	Clicks on inline links
Meta Outbound Clicks	Clicks leaving Meta
Meta Unique Clicks	Unique people who clicked
Meta Landing Page Views	Times landing page loaded
Meta CTR	Click-through rate
Meta Link CTR	Link clicks ÷ Impressions
Meta Inline Clicks CTR	Inline clicks ÷ Impressions
Meta Outbound CTR	Outbound clicks ÷ Impressions
Meta Unique CTR	Unique clicks ÷ Reach
Meta Landing Page View Rate	LP views ÷ Link clicks
Meta CPC	Cost per click
Meta Cost per Link Click	Spend ÷ Link clicks
Meta Cost per Inline Click	Spend ÷ Inline clicks
Meta Cost per Outbound Click	Spend ÷ Outbound clicks
Meta Cost per Unique Click	Spend ÷ Unique clicks
Meta Cost per Landing Page View	Spend ÷ Landing page views

Efficiency Metrics

Metric	Description
Meta ROAS	Return on ad spend
Meta CPA	Cost per purchase
Meta CPP	Cost per 1,000 people reached
Meta Cost per Purchase	Spend ÷ Purchases
Meta New Customer ROAS	ROAS from new customers
Meta New Customer CPA	Cost to acquire new customers
Meta New Customer Cost per Purchase	Spend ÷ New customer purchases

Conversion Metrics

Metric	Description
Meta Purchases	Attributed purchase count
Meta Purchases Value	Revenue from purchases
Meta New Customer Purchases	First-time buyer purchases
Meta Add to Carts	Add to cart actions
Meta View Contents	Product page views
Meta Initiate Checkouts	Checkout starts
Meta Add Payment Info	Payment info additions
Meta Leads	Lead form submissions
Meta Completed Registrations	Account sign-ups
Meta App Installs	Mobile app installs
Meta Subscriptions	Subscription sign-ups
Meta Subscribes	Subscribe actions
Meta Start Trials	Trial initiations
Meta Contact Events	Contact form submissions
Meta Customize Product Events	Product customizations
Meta Donate Events	Donation actions
Meta Find Location Events	Location searches
Meta Schedule Events	Schedule bookings
Meta Search Events	On-site searches
Meta Submit Application Events	Application submissions
Meta Messaging Conversations Started	Messaging initiations
Meta Cost per Add to Cart	Spend ÷ Add to carts
Meta Cost per Lead	Spend ÷ Leads
Meta Cost per Registration	Spend ÷ Registrations
Meta Cost per Add Payment Info	Spend ÷ Payment info
Meta Cost per Contact	Spend ÷ Contacts
Meta Cost per Customize Product	Spend ÷ Customizations
Meta Cost per Donate	Spend ÷ Donations
Meta Cost per Find Location	Spend ÷ Location searches
Meta Cost per Schedule	Spend ÷ Schedules
Meta Cost per Search	Spend ÷ Searches
Meta Cost per Start Trial	Spend ÷ Trials
Meta Cost per Submit Application	Spend ÷ Applications
Meta Cost per Subscribe	Spend ÷ Subscribes

Engagement Metrics

Metric	Description
Meta Engagements	All social interactions
Meta Engagement Rate	Engagements ÷ Reach
Meta Likes	Like reactions
Meta Comments	Comment count
Meta Shares	Share count
Meta Saves	Save/bookmark count
Meta Reactions	All emoji reactions
Meta Page Likes	Page like actions
Meta Post Comments	Post comment count
Meta Post Saves	Post saves count
Meta Post Shares	Post share count
Meta Photo Views	Expanded photo views
Meta Cost per Engagement	Spend ÷ Engagements
Meta Cost per Comment	Spend ÷ Comments
Meta Cost per Share	Spend ÷ Shares
Meta Cost per Save	Spend ÷ Saves
Meta Cost per Page Like	Spend ÷ Page likes
Meta Cost per Photo View	Spend ÷ Photo views

Video Metrics

Metric	Description
Meta Video Views	3+ second video views
Meta Video Plays	Video play starts
Meta Video Completions	100% completion
Meta ThruPlay	ThruPlay views
Meta ThruPlay Views	ThruPlay view count
Meta Video Views 15 Sec	15+ second views
Meta Video Views 25%	25%+ completion
Meta Video Views 50%	50%+ completion
Meta Video Views 75%	75%+ completion
Meta Video Views 100%	100% completion
Meta Average Watch Time	Average video watch duration
Meta Cost per Video View	Spend ÷ Video views
Meta Cost per Video Play	Spend ÷ Video plays
Meta Cost per ThruPlay	Spend ÷ ThruPlay
Meta Cost per 15 Sec View	Spend ÷ 15s views

METRICS

Meta Advertising Metrics: Track Facebook & Instagram Ad Performance

How These Metrics Are Organized

Action Metric Groups

When to Use Each Group

How Meta Attribution Works

All Meta Metrics by Category

Spend Metrics

Audience Metrics

Click Metrics

Efficiency Metrics

Conversion Metrics

Engagement Metrics

Video Metrics

​How These Metrics Are Organized

​Action Metric Groups

​When to Use Each Group

​How Meta Attribution Works

​All Meta Metrics by Category

​Spend Metrics

​Audience Metrics

​Click Metrics

​Efficiency Metrics

​Conversion Metrics

​Engagement Metrics

​Video Metrics

How These Metrics Are Organized

Action Metric Groups

When to Use Each Group

How Meta Attribution Works

All Meta Metrics by Category

Spend Metrics

Audience Metrics

Click Metrics

Efficiency Metrics

Conversion Metrics

Engagement Metrics

Video Metrics