> ## 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 Comments: Track Ad Conversation Volume

> Track Meta ad comments to measure audience engagement. Comments signal strong opinions or questions about your product and indicate high-intent interactions.

<Tip>
  Meta Comments measures the total number of comments left on your Meta (Facebook and Instagram) ads.
</Tip>

## Formula

<Info>
  **Meta Comments** = **COUNT** ( Comments )
</Info>

### Formula Components

| Metric       | Definition                                                             |
| ------------ | ---------------------------------------------------------------------- |
| **Comments** | Each comment posted on your ad, including replies to existing comments |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Number                            |
| **Data Source** | [Meta Ads](/sources/facebook-ads) |
| **Aggregation** | Sum                               |

***

## Example

Your skincare brand ran a product launch campaign in March, and your ads generated **2,847 comments** across all ad sets.

| Ad Creative            | Comments | Insight                                  |
| ---------------------- | -------- | ---------------------------------------- |
| Before/After Video     | 1,423    | Questions about ingredients and results  |
| Influencer Testimonial | 892      | Mix of positive reactions and skepticism |
| Product Demo           | 532      | Requests for pricing and availability    |

***

## How It Works

Meta counts every comment posted directly on your ad, including threaded replies. Comments accumulate throughout the ad's lifetime and are attributed based on when the comment was posted, not when the ad was first shown.

***

## When to Use

| Scenario                            | Action                                                                                 |
| ----------------------------------- | -------------------------------------------------------------------------------------- |
| Evaluating ad creative resonance    | Compare comment volume across creatives to identify which sparks the most conversation |
| Identifying customer objections     | Review comment content to surface common questions or concerns about your product      |
| Measuring brand awareness campaigns | Use alongside other engagement metrics to gauge overall audience interaction           |
| Detecting polarizing content        | High comments with low shares may indicate controversial messaging                     |

***

## Related Metrics

| Metric                                                                                             | Relationship                                                       |
| -------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------ |
| [Meta Cost per Comment](/reference/metrics/advertising/meta/meta-engagement/meta-cost-per-comment) | Measures how much you spend for each comment received              |
| [Meta Engagements](/reference/metrics/advertising/meta/meta-engagement/meta-engagements)           | Parent metric that includes comments plus likes, shares, and saves |

[See all Meta Engagement metrics →](/reference/metrics/advertising/meta/meta-engagement)