Metrics & reporting
What each number in Ads Manager means, how it is calculated and how to report on it.
2-second continuous video playsWhat is a 2-second continuous video play?3-second video playsWhat are 3-second video plays in Meta ads?Account overviewWhat is account overview in Meta Ads Manager?Ad recall liftWhat is ad recall lift in Meta ads?Ad relevance diagnosticsWhat are ad relevance diagnostics in Meta ads?Ads Manager columnsWhat are columns in Meta Ads Manager?Auction competition changeWhat does auction competition mean in Ads Manager?Break-even ROASWhat is break-even ROAS and how do you calculate it?BreakdownsWhat are breakdowns in Meta Ads Manager?Clicks but no salesWhy do my Meta ads get clicks but no sales?Confidence percentageHow does Meta decide an A/B test result is significant?Cost per messaging conversation startedWhat is cost per messaging conversation started?Cost per resultWhat is cost per result in Meta ads?Cost per ThruPlayWhat is cost per ThruPlay in Meta ads?CPCWhat is CPC in Facebook ads?CPMWhat is CPM in Facebook ads?CTRWhat is CTR in Facebook ads?Custom reportsHow do I create a custom report in Ads Manager?Customizing columnsHow do I customize the columns in Ads Manager?Date range comparisonHow do I compare two date ranges in Ads Manager?FrequencyWhat is frequency in Facebook ads?High CPMWhy is my CPM so high on Facebook ads?High frequencyWhy is my Facebook ad frequency so high?Incremental attributionWhat is incremental attribution in Meta ads?Landing page viewsWhat are landing page views in Meta ads?Lead count mismatchWhy don't my downloaded leads match the Ads Manager lead count?Link clicks vs clicks (all)What is the difference between link clicks and all clicks?Marketing mix modelingWhat is marketing mix modeling for Meta ads?Meta ad prices in 2026Have Meta ad prices risen in 2026?Missing reach in old breakdownsWhy is reach missing from old breakdown reports?Modeled conversionsWhat are modeled conversions in Meta ads?New messaging contactsWhat is the difference between new messaging contacts and conversations started?Outbound clicksWhat are outbound clicks in Meta ads?Post engagementWhat does post engagement mean in Meta ads?Qualified leadsWhat are qualified leads in Meta Ads Manager?Reach vs impressionsWhat is the difference between reach and impressions?Report exportHow do you export a report from Meta Ads Manager?Reporting delayWhy is Ads Manager data delayed?Reporting won't loadWhy won't my ads reporting data load?Rising ad costsWhy did my Facebook ad costs go up?ROASWhat is ROAS in Facebook ads?ROAS dropWhy did my ROAS drop in Facebook ads?ThruPlayWhat is a ThruPlay in Meta ads?Using breakdownsHow do I use breakdowns in Ads Manager?Video average play timeWhat is video average play time in Meta ads?Video plays at 25%, 50%, 75%, 95%, 100%What do video plays at 25%, 50%, 75%, 95% and 100% mean?Waiting before judging a campaignHow long should I wait before judging a Meta campaign?