Last Updated on October 21, 2024
This training is going to provide simple definitions for each of the columns used in the “campaigns” section of Meta Ads Manager. We will be focusing specifically on the columns used in the 4 main default column sets. We will also go over how to make a custom column set, as well as how to use the “breakdowns” filter.
Performance and Clicks Column Set
Results – The number of valuable actions (that you have defined as results) that have resulted from your campaigns. This could be purchases, landing page views, messages sent, etc.
Reach – The number of “Accounts center accounts” that have viewed your ad. This is similar to impressions but only allows 1 “reach” per account center account that views your ad. For example, if you view an ad on Facebook, Instagram, and WhatsApp, all of those views are coming from your Accounts center account, so it would count as 3 impressions and 1 “reach”
Frequency – Impressions/Reach. The average number of times each Accounts center account is seeing your ad
Cost per result – “Amount spent”/Results. How much it costs on average to achieve a Result
Budget – Your budget — This can be a daily budget or a lifetime budget (if the campaign has an end date). You can set budget at the campaign level or the ad set level
Amount spent – The amount you have spent on that campaign
Ends – This can be set to a specific date or set to ongoing
Impressions – The number of times your ad appeared on a screen
CPM (cost per 1,000 impressions) – (Amount spent/impressions) x 100
Link clicks – # of times the link on your ad was clicked
CPC (cost per link click) – Amount spent / # of times the link on your ad was clicked
CTR (link click-through rate) – Link clicks / impressions
Clicks (all) – The number of clicks, taps, or swipes on your ads (could be likes, shares, saves, and things like that in addition to link clicks)
CTR (all) – Clicks (all) / impressions
CPC (all) – Amount spent / clicks (all)
Video Engagement
Impressions – The number of times your ad appeared on a screen
2-second continuous video plays – The number of times your video was played for 2 consecutive seconds or more. Must have at least 50% of the pixels in view
Cost per 2-second continuous video plays – Amount spent / 2-second continuous video plays
3-second video plays – The number of times your video was played for 2 consecutive seconds, or for nearly its full length if your video is more than 3 seconds. Video views are counted separately and do not count replays of a video
Cost per 3-second video play – 3-second video play/amount spent
ThruPlays – The number of times your video was played to completion, or at least 15 seconds
Cost per ThruPlay – Amount spent / ThruPlay
Reach – The number of “Accounts center accounts” that have viewed your ad. This is similar to impressions but only allows 1 “reach” per account center account that views your ad. For example, if you view an ad on Facebook, Instagram, and WhatsApp, all of those views are coming from your Accounts center account, so it would count as 3 impressions and 1 “reach”
Amount spent – The amount you have spent on that campaign
Video plays at 25% – The amount of time your video was played to 25% of its length, including skips up to this point
Video plays at 50% – The amount of time your video was played to 50% of its length, including skips up to this point
Video plays at 75% – The amount of time your video was played to 75% of its length, including skips up to this point
Video plays at 95% – The amount of time your video was played to 95% of its length, including skips up to this point
Video plays at 100% – The amount of time your video was played to 100% of its length, including skips up to this point
Video plays – The amount of times your video starts to play. Does not include replays
Engagement
Page Engagement –The number of actions taken on your Facebook Page, Instagram profile or any of your content, attributed to your ads
Post reactions –The number of reactions on your ads. The reactions button on an ad allows people to share different reactions to its content: Like, Love, Care, Haha, Wow, Sad or Angry
Post comments –The number of comments on your ads
Post Saves – The number of times someone saved your post
Post Shares – The number of times someone shared your post
Link clicks – # of times the link on your ad was clicked
Follows or Likes – Facebook follows or likes
The number of follows or likes you received on your Facebook profile or Page, attributed to your ads
CPC (cost per link click) – Amount spent / # of times the link on your ad was clicked
Delivery Column Set
Reach – The number of “Accounts center accounts” that have viewed your ad. This is similar to impressions but only allows 1 “reach” per account center account that views your ad. For example, if you view an ad on Facebook, Instagram, and WhatsApp, all of those views are coming from your Accounts center account, so it would count as 3 impressions and 1 “reach”
Frequency – Impressions/Reach. The average number of times each Accounts center account is seeing your ad
Cost per 1,000 Accounts Center accounts reached – CPM, but for “accounts center” accounts reached, rather than just impressions
Impressions – The number of times your ad appeared on a screen
CPM (cost per 1,000 impressions) – (Amount spent/impressions) x 100
Setup Column Set
Bid strategy – The bid strategy you chose when setting up this campaign. Some options include “highest volume”, “highest value”, “cost per result”, and “ROAS goal”
Campaign spending limit – The maximum amount of money you want spent on this campaign (regardless of daily budget)
Objective – The objective you chose when setting up this campaign. Some options include “sales”, “video views”, and “traffic”
Buying type – You have two options for paying for ads in your campaign: “Auction” and “Reservation”. Auction offers dynamic bidding and reservation offers fixed-price bidding.
Campaign ID – The unique ID number of your campaign