Meta Conversion Metrics | Upstack Documentation

Conversion metrics track actions people take after engaging with your Meta ads. These include purchases, add-to-carts, leads, registrations, and other pixel or Conversions API events.

Data Source: Meta Marketing API + Meta Pixel/CAPI
Metrics: 34

Metrics in This Group

E-commerce Conversions

Metric	Description	When to Use
Meta Purchases	Attributed purchase count	Measure sales volume
Meta Purchases Value	Revenue from purchases	Track revenue attribution
Meta New Customer Purchases	First-time buyer purchases	Measure customer acquisition
Meta Add to Carts	Add to cart actions	Track purchase intent
Meta View Contents	Product page views	Measure product interest
Meta Initiate Checkouts	Checkout starts	Track conversion funnel progress
Meta Add Payment Info	Payment info additions	Measure checkout completion intent

Lead Generation

Metric	Description	When to Use
Meta Leads	Lead form submissions	Track lead gen campaigns
Meta Completed Registrations	Account sign-ups	Measure sign-up campaigns
Meta Contact Events	Contact form submissions	Track inquiry volume
Meta Submit Application Events	Application submissions	Measure application campaigns
Meta Messaging Conversations Started	Messaging initiations	Track click-to-message ads

App & Subscription

Metric	Description	When to Use
Meta App Installs	Mobile app installs	Measure app install campaigns
Meta Subscriptions	Subscription sign-ups	Track recurring revenue acquisition
Meta Subscribes	Subscribe actions	Measure newsletter/list growth
Meta Start Trials	Trial initiations	Track trial sign-up campaigns

Other Conversions

Metric	Description	When to Use
Meta Customize Product Events	Product customizations	Track configurator engagement
Meta Donate Events	Donation actions	Measure fundraising campaigns
Meta Find Location Events	Location searches	Track store locator usage
Meta Schedule Events	Schedule bookings	Measure appointment campaigns
Meta Search Events	On-site searches	Track search engagement

Cost per Conversion

Metric	Description	When to Use
Meta Cost per Add to Cart	Spend ÷ Add to carts	Evaluate cart acquisition cost
Meta Cost per Lead	Spend ÷ Leads	Optimize lead gen efficiency
Meta Cost per Registration	Spend ÷ Registrations	Track sign-up acquisition cost
Meta Cost per Add Payment Info	Spend ÷ Payment info	Measure checkout intent cost
Meta Cost per Contact	Spend ÷ Contacts	Evaluate inquiry acquisition cost
Meta Cost per Customize Product	Spend ÷ Customizations	Track configurator engagement cost
Meta Cost per Donate	Spend ÷ Donations	Evaluate fundraising efficiency
Meta Cost per Find Location	Spend ÷ Location searches	Measure store visit intent cost
Meta Cost per Schedule	Spend ÷ Schedules	Track appointment acquisition cost
Meta Cost per Search	Spend ÷ Searches	Evaluate search engagement cost
Meta Cost per Start Trial	Spend ÷ Trials	Measure trial acquisition efficiency
Meta Cost per Submit Application	Spend ÷ Applications	Evaluate application cost
Meta Cost per Subscribe	Spend ÷ Subscribes	Track subscriber acquisition cost

How Attribution Works

Meta attributes conversions using its attribution window. Default is 7-day click and 1-day view—meaning conversions are attributed if someone clicked within 7 days or viewed within 1 day.

Choosing the Right Metric

E-commerce: Use Purchases and Purchases Value for revenue impact
Lead generation: Use Leads and Completed Registrations for pipeline building
Funnel analysis: Track View Contents → Add to Cart → Initiate Checkout → Purchase
Cost efficiency: Use Cost per [Event] metrics to evaluate campaign efficiency
New customer focus: Use New Customer Purchases to isolate acquisition

​Metrics in This Group

​E-commerce Conversions

​Lead Generation

​App & Subscription

​Other Conversions

​Cost per Conversion

​How Attribution Works

​Choosing the Right Metric

Metrics in This Group

E-commerce Conversions

Lead Generation

App & Subscription

Other Conversions

Cost per Conversion

How Attribution Works

Choosing the Right Metric