Skip to main content
Efficiency metrics evaluate the return you get from your Meta advertising spend. Track ROAS, CPA, and other cost-per-outcome metrics to optimize campaign profitability.
Data Source: Meta Marketing API
Metrics: 7

​
Metrics in This Group

​
How These Metrics Relate

  • ROAS = Revenue ÷ Spend — measures overall profitability
  • CPA = Spend ÷ Purchases — measures acquisition cost
  • New Customer metrics filter to first-time buyers only
A ROAS above 1x means revenue exceeds spend. Target CPA depends on your margins and customer lifetime value.

​
Choosing the Right Metric

  • Profitability focus: Use ROAS to ensure revenue exceeds spend
  • Acquisition campaigns: Use CPA/CPP to measure cost per outcome
  • New customer acquisition: Use New Customer metrics to isolate first-time buyer efficiency
  • Budget allocation: Compare ROAS across campaigns to optimize spend distribution
  • LTV analysis: Compare CPA against customer lifetime value for sustainable growth