> ## Documentation Index > Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt > Use this file to discover all available pages before exploring further. # Meta Advertising Metrics: Track Facebook & Instagram Ad Performance > Track Meta (Facebook/Instagram) ad performance in Upstack. View 100 metrics including ROAS, CPA, CTR, video views with formulas and optimization tips. 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:** 100 ## Subcategories | Category | Metrics | Description | | ------------------------------------------------------------------------ | ------- | ---------------------------------------------------------------- | | [Meta Spend](/reference/metrics/advertising/meta/meta-spend) | 1 | Budget consumption and ad spend tracking | | [Meta Audience](/reference/metrics/advertising/meta/meta-audience) | 4 | Reach, impressions, frequency, and audience cost metrics | | [Meta Clicks](/reference/metrics/advertising/meta/meta-clicks) | 18 | Click types, click-through rates, and cost-per-click metrics | | [Meta Efficiency](/reference/metrics/advertising/meta/meta-efficiency) | 7 | ROAS, CPA, and return-on-investment efficiency ratios | | [Meta Conversions](/reference/metrics/advertising/meta/meta-conversions) | 35 | Purchase, lead, registration, and conversion event tracking | | [Meta Engagement](/reference/metrics/advertising/meta/meta-engagement) | 19 | Social interactions including likes, comments, shares, and saves | | [Meta Video](/reference/metrics/advertising/meta/meta-video) | 16 | Video views, ThruPlay, watch time, and completion rates | *** ## Subcategory Details ### Meta Spend Track total advertising budget consumption across your Meta campaigns. Essential for budget monitoring and pacing. → [View Meta Spend Metrics](/reference/metrics/advertising/meta/meta-spend) ### Meta Audience Measure how many people see your ads and how often. Includes reach, impressions, frequency, and CPM for understanding audience penetration. → [View Meta Audience Metrics](/reference/metrics/advertising/meta/meta-audience) ### Meta Clicks Analyze user click behavior with 18 metrics covering different click types (link, inline, outbound), click-through rates, and cost-per-click metrics. → [View Meta Clicks Metrics](/reference/metrics/advertising/meta/meta-clicks) ### Meta Efficiency Evaluate advertising ROI with efficiency ratios including ROAS, CPA, and cost-per-purchase metrics. Critical for optimizing campaign profitability. → [View Meta Efficiency Metrics](/reference/metrics/advertising/meta/meta-efficiency) ### Meta Conversions Track Meta-attributed conversion events including purchases, add-to-carts, leads, registrations, and app installs. The largest subcategory with 35 metrics covering the full conversion funnel. → [View Meta Conversions Metrics](/reference/metrics/advertising/meta/meta-conversions) ### Meta Engagement Measure social interactions including likes, comments, shares, saves, and reactions. Useful for brand awareness campaigns and content resonance analysis. → [View Meta Engagement Metrics](/reference/metrics/advertising/meta/meta-engagement) ### Meta Video Track video ad performance with views, ThruPlay, watch time, and completion rate metrics. Essential for video-first campaign optimization. → [View Meta Video Metrics](/reference/metrics/advertising/meta/meta-video) *** ## When to Use Each Subcategory | Goal | Start With | | ---------------------------- | ------------------------------------------------------------------------ | | Monitor budget pacing | [Meta Spend](/reference/metrics/advertising/meta/meta-spend) | | Understand audience reach | [Meta Audience](/reference/metrics/advertising/meta/meta-audience) | | Optimize for website traffic | [Meta Clicks](/reference/metrics/advertising/meta/meta-clicks) | | Maximize return on ad spend | [Meta Efficiency](/reference/metrics/advertising/meta/meta-efficiency) | | Track purchases and leads | [Meta Conversions](/reference/metrics/advertising/meta/meta-conversions) | | Build brand awareness | [Meta Engagement](/reference/metrics/advertising/meta/meta-engagement) | | Evaluate video campaigns | [Meta Video](/reference/metrics/advertising/meta/meta-video) | *** ## 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](/reference/metrics/advertising/meta/meta-spend/meta-spend) | Total ad budget consumed | ### Audience Metrics | Metric | Description | | -------------------------------------------------------------------------------------- | -------------------------------------- | | [Meta Impressions](/reference/metrics/advertising/meta/meta-audience/meta-impressions) | Number of times ads were shown | | [Meta Reach](/reference/metrics/advertising/meta/meta-audience/meta-reach) | Unique people who saw your ads | | [Meta Frequency](/reference/metrics/advertising/meta/meta-audience/meta-frequency) | Average times each person saw your ads | | [Meta CPM](/reference/metrics/advertising/meta/meta-audience/meta-cpm) | Cost per 1,000 impressions | ### Click Metrics | Metric | Description | | ------------------------------------------------------------------------------------------------------------------ | ----------------------------- | | [Meta Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-clicks) | All clicks on your ads | | [Meta Link Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-link-clicks) | Clicks on ad links | | [Meta Inline Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-inline-clicks) | Clicks on inline links | | [Meta Outbound Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-clicks) | Clicks leaving Meta | | [Meta Unique Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-unique-clicks) | Unique people who clicked | | [Meta Landing Page Views](/reference/metrics/advertising/meta/meta-clicks/meta-landing-page-views) | Times landing page loaded | | [Meta CTR](/reference/metrics/advertising/meta/meta-clicks/meta-ctr) | Click-through rate | | [Meta Link CTR](/reference/metrics/advertising/meta/meta-clicks/meta-link-ctr) | Link clicks ÷ Impressions | | [Meta Inline Clicks CTR](/reference/metrics/advertising/meta/meta-clicks/meta-inline-clicks-ctr) | Inline clicks ÷ Impressions | | [Meta Outbound CTR](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-ctr) | Outbound clicks ÷ Impressions | | [Meta Unique CTR](/reference/metrics/advertising/meta/meta-clicks/meta-unique-ctr) | Unique clicks ÷ Reach | | [Meta Landing Page View Rate](/reference/metrics/advertising/meta/meta-clicks/meta-landing-page-view-rate) | LP views ÷ Link clicks | | [Meta CPC](/reference/metrics/advertising/meta/meta-clicks/meta-cpc) | Cost per click | | [Meta Cost per Link Click](/reference/metrics/advertising/meta/meta-clicks/meta-cost-per-link-click) | Spend ÷ Link clicks | | [Meta Cost per Inline Click](/reference/metrics/advertising/meta/meta-clicks/meta-cost-per-inline-click) | Spend ÷ Inline clicks | | [Meta Cost per Outbound Click](/reference/metrics/advertising/meta/meta-clicks/meta-cost-per-outbound-click) | Spend ÷ Outbound clicks | | [Meta Cost per Unique Click](/reference/metrics/advertising/meta/meta-clicks/meta-cost-per-unique-click) | Spend ÷ Unique clicks | | [Meta Cost per Landing Page View](/reference/metrics/advertising/meta/meta-clicks/meta-cost-per-landing-page-view) | Spend ÷ Landing page views | ### Efficiency Metrics | Metric | Description | | ------------------------------------------------------------------------------------------------------------------------------ | ------------------------------ | | [Meta ROAS](/reference/metrics/advertising/meta/meta-efficiency/meta-roas) | Return on ad spend | | [Meta CPA](/reference/metrics/advertising/meta/meta-efficiency/meta-cpa) | Cost per purchase | | [Meta CPP](/reference/metrics/advertising/meta/meta-efficiency/meta-cpp) | Cost per 1,000 people reached | | [Meta Cost per Purchase](/reference/metrics/advertising/meta/meta-efficiency/meta-cost-per-purchase) | Spend ÷ Purchases | | [Meta New Customer ROAS](/reference/metrics/advertising/meta/meta-efficiency/meta-new-customer-roas) | ROAS from new customers | | [Meta New Customer CPA](/reference/metrics/advertising/meta/meta-efficiency/meta-new-customer-cpa) | Cost to acquire new customers | | [Meta New Customer Cost per Purchase](/reference/metrics/advertising/meta/meta-efficiency/meta-new-customer-cost-per-purchase) | Spend ÷ New customer purchases | ### Conversion Metrics | Metric | Description | | --------------------------------------------------------------------------------------------------------------------------------- | -------------------------- | | [Meta Purchases](/reference/metrics/advertising/meta/meta-conversions/meta-purchases) | Attributed purchase count | | [Meta Purchases Value](/reference/metrics/advertising/meta/meta-conversions/meta-purchases-value) | Revenue from purchases | | [Meta New Customer Purchases](/reference/metrics/advertising/meta/meta-conversions/meta-new-customer-purchases) | First-time buyer purchases | | [Meta Add to Carts](/reference/metrics/advertising/meta/meta-conversions/meta-add-to-carts) | Add to cart actions | | [Meta View Contents](/reference/metrics/advertising/meta/meta-conversions/meta-view-contents) | Product page views | | [Meta Initiate Checkouts](/reference/metrics/advertising/meta/meta-conversions/meta-initiate-checkouts) | Checkout starts | | [Meta Add Payment Info](/reference/metrics/advertising/meta/meta-conversions/meta-add-payment-info) | Payment info additions | | [Meta Leads](/reference/metrics/advertising/meta/meta-conversions/meta-leads) | Lead form submissions | | [Meta Completed Registrations](/reference/metrics/advertising/meta/meta-conversions/meta-completed-registrations) | Account sign-ups | | [Meta App Installs](/reference/metrics/advertising/meta/meta-conversions/meta-app-installs) | Mobile app installs | | [Meta Subscriptions](/reference/metrics/advertising/meta/meta-conversions/meta-subscriptions) | Subscription sign-ups | | [Meta Subscribes](/reference/metrics/advertising/meta/meta-conversions/meta-subscribes) | Subscribe actions | | [Meta Start Trials](/reference/metrics/advertising/meta/meta-conversions/meta-start-trials) | Trial initiations | | [Meta Contact Events](/reference/metrics/advertising/meta/meta-conversions/meta-contact-events) | Contact form submissions | | [Meta Customize Product Events](/reference/metrics/advertising/meta/meta-conversions/meta-customize-product-events) | Product customizations | | [Meta Donate Events](/reference/metrics/advertising/meta/meta-conversions/meta-donate-events) | Donation actions | | [Meta Find Location Events](/reference/metrics/advertising/meta/meta-conversions/meta-find-location-events) | Location searches | | [Meta Schedule Events](/reference/metrics/advertising/meta/meta-conversions/meta-schedule-events) | Schedule bookings | | [Meta Search Events](/reference/metrics/advertising/meta/meta-conversions/meta-search-events) | On-site searches | | [Meta Submit Application Events](/reference/metrics/advertising/meta/meta-conversions/meta-submit-application-events) | Application submissions | | [Meta Messaging Conversations Started](/reference/metrics/advertising/meta/meta-conversions/meta-messaging-conversations-started) | Messaging initiations | | [Meta Cost per Add to Cart](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-add-to-cart) | Spend ÷ Add to carts | | [Meta Cost per Lead](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-lead) | Spend ÷ Leads | | [Meta Cost per Registration](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-registration) | Spend ÷ Registrations | | [Meta Cost per Add Payment Info](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-add-payment-info) | Spend ÷ Payment info | | [Meta Cost per Contact](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-contact) | Spend ÷ Contacts | | [Meta Cost per Customize Product](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-customize-product) | Spend ÷ Customizations | | [Meta Cost per Donate](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-donate) | Spend ÷ Donations | | [Meta Cost per Find Location](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-find-location) | Spend ÷ Location searches | | [Meta Cost per Schedule](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-schedule) | Spend ÷ Schedules | | [Meta Cost per Search](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-search) | Spend ÷ Searches | | [Meta Cost per Start Trial](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-start-trial) | Spend ÷ Trials | | [Meta Cost per Submit Application](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-submit-application) | Spend ÷ Applications | | [Meta Cost per Subscribe](/reference/metrics/advertising/meta/meta-conversions/meta-cost-per-subscribe) | Spend ÷ Subscribes | ### Engagement Metrics | Metric | Description | | -------------------------------------------------------------------------------------------------------- | ----------------------- | | [Meta Engagements](/reference/metrics/advertising/meta/meta-engagement/meta-engagements) | All social interactions | | [Meta Engagement Rate](/reference/metrics/advertising/meta/meta-engagement/meta-engagement-rate) | Engagements ÷ Reach | | [Meta Likes](/reference/metrics/advertising/meta/meta-engagement/meta-likes) | Like reactions | | [Meta Comments](/reference/metrics/advertising/meta/meta-engagement/meta-comments) | Comment count | | [Meta Shares](/reference/metrics/advertising/meta/meta-engagement/meta-shares) | Share count | | [Meta Saves](/reference/metrics/advertising/meta/meta-engagement/meta-saves) | Save/bookmark count | | [Meta Reactions](/reference/metrics/advertising/meta/meta-engagement/meta-reactions) | All emoji reactions | | [Meta Page Likes](/reference/metrics/advertising/meta/meta-engagement/meta-page-likes) | Page like actions | | [Meta Post Comments](/reference/metrics/advertising/meta/meta-engagement/meta-post-comments) | Post comment count | | [Meta Post Saves](/reference/metrics/advertising/meta/meta-engagement/meta-post-saves) | Post saves count | | [Meta Post Shares](/reference/metrics/advertising/meta/meta-engagement/meta-post-shares) | Post share count | | [Meta Photo Views](/reference/metrics/advertising/meta/meta-engagement/meta-photo-views) | Expanded photo views | | [Meta Cost per Engagement](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-engagement) | Spend ÷ Engagements | | [Meta Cost per Comment](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-comment) | Spend ÷ Comments | | [Meta Cost per Share](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-share) | Spend ÷ Shares | | [Meta Cost per Save](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-save) | Spend ÷ Saves | | [Meta Cost per Page Like](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-page-like) | Spend ÷ Page likes | | [Meta Cost per Photo View](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-photo-view) | Spend ÷ Photo views | ### Video Metrics | Metric | Description | | ----------------------------------------------------------------------------------------------------- | ---------------------------- | | [Meta Video Views](/reference/metrics/advertising/meta/meta-video/meta-video-views) | 3+ second video views | | [Meta Video Plays](/reference/metrics/advertising/meta/meta-video/meta-video-plays) | Video play starts | | [Meta Video Completions](/reference/metrics/advertising/meta/meta-video/meta-video-completions) | 100% completion | | [Meta ThruPlay](/reference/metrics/advertising/meta/meta-video/meta-thruplay) | ThruPlay views | | [Meta ThruPlay Views](/reference/metrics/advertising/meta/meta-video/meta-thruplay-views) | ThruPlay view count | | [Meta Video Views 15 Sec](/reference/metrics/advertising/meta/meta-video/meta-video-views-15-sec) | 15+ second views | | [Meta Video Views 25%](/reference/metrics/advertising/meta/meta-video/meta-video-views-25-percent) | 25%+ completion | | [Meta Video Views 50%](/reference/metrics/advertising/meta/meta-video/meta-video-views-50-percent) | 50%+ completion | | [Meta Video Views 75%](/reference/metrics/advertising/meta/meta-video/meta-video-views-75-percent) | 75%+ completion | | [Meta Video Views 100%](/reference/metrics/advertising/meta/meta-video/meta-video-views-100-percent) | 100% completion | | [Meta Average Watch Time](/reference/metrics/advertising/meta/meta-video/meta-average-watch-time) | Average video watch duration | | [Meta Cost per Video View](/reference/metrics/advertising/meta/meta-video/meta-cost-per-video-view) | Spend ÷ Video views | | [Meta Cost per Video Play](/reference/metrics/advertising/meta/meta-video/meta-cost-per-video-play) | Spend ÷ Video plays | | [Meta Cost per ThruPlay](/reference/metrics/advertising/meta/meta-video/meta-cost-per-thruplay) | Spend ÷ ThruPlay | | [Meta Cost per 15 Sec View](/reference/metrics/advertising/meta/meta-video/meta-cost-per-15-sec-view) | Spend ÷ 15s views |