Comments left directly on your ad post. Indicates high engagement and potential customer questions or feedback.
Meta Post Comments = COUNT ( Post Comments )
| Metric | Definition |
|---|
| Post Comments | Each comment posted directly on your ad post, including replies to existing comment threads |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
Your fitness apparel brand ran a new product launch campaign, and your ads generated 1,847 post comments over three weeks.
| Ad Creative | Post Comments | Insight |
|---|
| Workout Video Demo | 892 | Questions about sizing and fabric |
| Customer Transformation | 623 | Mix of motivation and product inquiries |
| Product Features | 332 | Pricing questions and color requests |
How It Works
Meta counts every comment posted directly on your ad post, including threaded replies within existing comment chains. Post comments accumulate over 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 |
|---|
| Measuring creative resonance | Compare post comment volume across ads to identify content that sparks conversation |
| Surfacing customer objections | Review comment content to identify common questions or product concerns |
| Prioritizing community management | Higher comment counts require active monitoring and response |
| Evaluating engagement depth | Post comments indicate deeper engagement than passive likes or reactions |
| Metric | Relationship |
|---|
| Meta Cost per Comment | Measures spend efficiency per comment received |
| Meta Engagements | Parent metric that includes comments plus likes, shares, and saves |
| Meta Post Shares | Measures organic amplification through user shares |
