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
