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Facebook Ads Campaigns Performance

The Facebook Ads Campaigns report provides insights into a Facebook account's ad performance per campaign for a specific date range. Breaking down Facebook ad performance by campaign, the report presents a look at ad impressions, reach, clicks, cost per click, ad spend, and more.

Important! In order to view this report, you must authorize a connection to a Facebook account that has Admin permissions for a Facebook Ads account.

Facebook limits the amount of data available via their API to 90 days. We follow Facebook's best practices in order to provide the reporting that they allow. We review third-party developer API changes monthly, so if they change the rules to allow for a longer reporting period, we'll update our reports accordingly.

Facebook Ads Campaign Performance report with Metric Widgets in a web marketing dashboard


Campaign Ad Metrics Table        


The Facebook Ads Campaign report presents a comprehensive list of metrics with which to measure Facebook ad performance. The metrics indicated are displayed in a table that provides total numeric values as well as averages/ratios when relevant (i.e. CTR, CPC, and CPM). 

Facebook Ads Campaigns Report Table

The following Facebook metrics are included within the report:
  • Impressions: Indicates the number of times your ads have been viewed regardless of repeat views by the same user. 
  • Reach: The number of unique users who have viewed your ads.
  • Clicks: The total number of times users have clicked on your ads. 
  • Unique Clicks: The number of unique users who have clicked on your ads. 
  • CTR (Click-through Rate): The ratio of users who have clicked on your ads relative to the total users who have viewed them.
  • CPC (Cost per Click): The average cost to you for every click on your ads. 
  • CPM (Cost per Thousand Impressions): The average cost to run your ads for 1,000 impressions. 
  • Spend: The total spent on your ads within each date range. 
  • People Taking Action: The number of unique users who have taken any form of action (i.e. liking your page, commenting, etc.) in connection to your ads. 
  • Page Likes: The total number of likes to your Facebook page that can be ascribed to your ads. 
  • Link Clicks: The number of clicks on the links in the ads.
  • Landing Page Views: The number of times the user loads a website after clicking an ad. 
  • Website Actions (All): The number of actions tracked by the Facebook Pixel placed on your website as ascribed to your Facebook ads. 
  • Post Reactions: The total number of reactions (Like, Love, Haha, Sad, and Angry) received by your ads. 
  • Total ROAS: The measure of the revenue generated compared to the money spent on the advertising per campaign.

PPC Ads Performance Dashboard

Facebook Ads Reports & Graphs
A white label marketing dashboard can be used to showcase Facebook Ads performance. In this example, individual Metric Widgets have been utilized to display Impressions, Clicks, CTR, and Spend. The Ad Campaign metrics table below shows campaign name, impressions, reach, clicks, unique clicks, CTR and CPC, compared to a previous period. Additional metrics can be set to display in the reports and graphs, as explained in the Ads Metrics Table section above.

Facebook Ads Campaign Performance reports in white label marketing dashboard

Report Options

Facebook Ads Campaign Date Settings Report Dates
  • Select Report Dates from the Report Options calendar tool or select a custom date range the top right toolbar calendar
  • Compare to Past option offers the ability to compare to previous period, same time last year, or a custom date
Facebook Ads Account General Settings General Settings 
  • Enter a custom title to display across the top of the report (optional)
Facebook Ads Account Social Analytics Social Analytics - Display Columns 
  • Totals Row (displays at the bottom of the table)
  • Impressions
  • Reach 
  • Clicks
  • Unique Clicks
  • CTR
  • CPC
  • CPM 
  • Spend
  • People Taking Action 
  • Page Likes 
  • Link Clicks
  • Landing Page Views
  • Website Action (All) 
  • Post Reactions
  • Total ROAS
filter ads campaigns Filter Ad Campaigns
  • Select the campaign(s) you want displayed in the report

Save Report Default


  • Important! Click the Apply Changes button.
Save As Default Settings (if desired)
  • Account Default
  • Profile Default
  • Campaign Default
  • Client Dashboard Default
Refer to Report Default Settings for more information about default setting features and uses.


Facebook Ads Custom Graphs & Widgets

Facebook Ads performance data can be displayed in Insight Graphs and Metric Widgets and shared in white label Marketing Dashboards, Client Dashboards, and scheduled PDF Reports.

Graph Settings
In both the Insight Graph and Metric Widgets:
  • Enter a Metric Name for display in the graph
  • Data Source: PPC or Social Analytics (the data is available in both categories)
  • Type: Facebook Ads
  • Metric: Clicks, CPC, CPM, CTR, Impressions, Likes, Link Clicks, Page Engagement, People Taking Action, Post Engagement, Reach, Spend, or Unique Clicks
  • Mode: Account or Campaign. If Campaign is selected, then also select the Campaign name in the next field
Select the desired color and other display and date settings and click the Save button.
Repeat for each individual metric that you want included on the graph.

This is an example of Account Mode

Facebook Ads metrics graph settings

Example of Campaign Mode

Facebook Ads campaign mode

If you aren't familiar with building custom graphs, please refer to the following documentation to learn more about the variety of customization options.

Facebook Ads Insight Graph
Facebook Ads performance graph

Facebook Ads Performance Widgets

Facebook Ads Performance widgets

Add to PDF Report

Conveniently add a report or graph with its current settings to a PDF report by hovering over the gold gear icon and selecting Add to PDF Reports

add report to PDF

Select the PDF Report that you want the report or graph added to
select white label report

Drag the new report or graph into the position you want it to display in the PDF and confirm that the Date settings do not conflict with the automated scheduling settings.

Add to Marketing Dashboard

Conveniently add a report or graph with its current settings to a marketing dashboard:

1. Hover over the gold gear icon and select Add to Marketing Dashboard
2. Select the Dashboard (campaign name)
3. Select the Dashboard Page that you want the report added to

add report to PDF

4. Click the "Go to Dashboard" link to further customize the report (e.g., drag it to a specific position on the page, change date settings, etc.)

Refer to the Report Options section for details regarding the display settings, filters and sort options available for this report.

The report date (or date range) is governed by the selected Dashboard date option: Date Selection or Fixed Periods, learn more...

  • Daily reports default to the last day of the selected period
  • Weekly and monthly reports default to 1 month of data
To change the number of weeks or months displayed in a specific report, click the gear icon for any marketing dashboard report element and expand the Date option section, enter the number and click the Save Button.
marketing dashboard report date options

Glossary of Facebook Metrics

Page Metrics

  • New Likes: the number of new people who have liked the Facebook Page.
  • Page Checkins: the number of times that people have indicated in a Facebook post referencing the Facebook Page that they visited the business or organization's physical location by utilizing the checkin option in a personal post.
  • Page Fans (aka Likes): the total number of people who have liked the Page. (Unique Users)
  • Page Impressions: the number of impressions seen of any content associated with the Page. (Total Count)
  • Page Likes (aka Fans): the total number of people who have liked the Page. (Unique Users)
  • Page Mentions: the number of mentions of the Page that are attributed to your ads. A mention happens when a person types @ followed by your Page name, then selects your Page name from a list, in a Facebook post or comment.
  • Page Stories: the number of stories created about the Page.
  • People Engaged: the number of people who engaged with the Page. Engagement includes any click or story created. (Unique Users)
  • Total Reach: the number of people who have seen any content associated with the Page. (Unique Users)
  • Unlikes: the number of Unlikes of the Page (e.g., users who previously Liked the page, and later clicked the Unlike this Page option).

Page Post Metrics

  • Organic Impressions: the total number of unique people who were show your Page post through unpaid distribution.
  • Paid Impressions: the total number of unique people who were shown your post as a result of ads
  • Post Clicks: the number of clicks on any of your content. Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
  • Post Impressions: the number of impressions resulting from all Page posts. (Total Count)
  • Post Likes: the total number of unique likes per post.
  • Post Reach: the number of people who saw any of the Page posts. (Unique Users)
  • Post Shares: the total number of times someone shared a Page post.
  • Posts by a Page: the number of times content posted by a Facebook Page has been referenced on another page.
  • Posts by People on a Page: the number of times that people posted on a page.
  • Post Type: Facebook's categorization of the post type can be link, photo, status, etc.
  • Targeting: audience segments defined for post ad distribution.

Facebook Ad Metrics

  • Avg. CPC (Average Cost per Click): The total cost of all clicks divided by the total number of clicks
  • Average Position: The average position of the campaign's ads on the SERP
  • Clicks: the number of clicks on your Bing ads triggered by each keyword
  • Conversions: The total number of conversions resulting from clicks on ads triggered by keyword
  • Conversion Rate: The number of conversions divided by the total number of clicks
  • CPA (Cost per Action: Total cost divided by the number of conversions
  • CTR (Click Through Rate): The percentage of times users clicked on your ads when they were displayed on the SERP (calculated as clicks divided by impressions)
  • Impressions: the number of times your Bing ads were displayed on Google SERPs
  • Match Type: Column showing the keyword match type in Bing Ads (Exact, Phrase or Broad)
  • Return on Ad Spend: Revenue divided by spend, expressed as a percentage
  • Revenue: Total revenue from conversions (revenue per-conversion times the number of conversions, calculated using a per-conversion revenue amount provided by the administrator) 
  • Spend: Total cost of the clicks for each keyword
  • Total Ad Spend: The total cost of all clicks

Facebook Performance Reporting

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