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If you’ve ever opened Ads Manager and felt lost among all the numbers, don’t worry, everyone starts there. The good news is that you don’t need to track everything. There are just a few key metrics that actually tell you whether your ads are doing their job.
Start with cost per result. The metrics below are typical benchmarks, but every business is different. A high CPC is meaningless if your ads don’t make money. Use these to help explain why something is high/low.
1. CPR (cost per result)
Shows how much you pay for each desired action, like a lead, booked call or purchase. Always compare it to your target cost. What matters is not the number itself, but whether it makes sense for your business.
2. ROAS (return on ad spend)
How much revenue you make for every dollar spent on ads. A ROAS above 4 is generally considered healthy, but it depends on your margins. (For non-sales campaign objectives, see CPR.)
Formula
Revenue ÷ spend
3. CPM (cost per 1,000 impressions)
How much you pay for every thousand times your ad is displayed. It helps you understand how competitive your audience is and the quality of your ad. If your CPM is high, it usually means your audience is competitive or the quality of your ad creative is poor.
4. CTR (click-through rate)
The percentage of people who click after seeing your ad. It’s one of the best indicators of whether your message catches attention. Anything around 1-2% is a good starting point for cold audiences in sales or leads campaigns.
5. Frequency
Shows how many times, on average, one person has seen your ad. High frequency can be correlated with rising CPR, but the number varies depending on industry. If your frequency is higher and your CPR is rising, that’s a good sign to either broaden your targeting or refresh your creative.
6. CPC (cost per click)
Tells you how much each click costs. A high CPC means people are seeing your ad but not finding it interesting enough to click. Usually a sign that your creative or copy isn’t resonating with your audience, or your call-to-action isn’t clear.
Formula
Spend ÷ clicks
Rule of thumb
Ecom: $0.65
SaaS: $2
B2B: $1.95
Local B2C: $0.65 (traffic), $2 (leads)
7. Reach
The number of unique Meta accounts that have been shown your ad. It’s useful for awareness & traffic campaigns.
8. Impressions
The total number of times your ad was shown on screen. If you compare it to reach, you’ll get your average frequency. Lots of impressions but few clicks usually mean your ad isn’t standing out.
Bonus
9. LPV rate (landing page views rate per link clicks)
The percentage of landing page views that occurred out of the total number of link clicks. Not every click becomes a visit. Track how many users actually load the page. A low LPV/link-click ratio (<80%) signals slow page load. Fix page speed, trim pixels, compress images, and align ad-to-page messaging. Improving LPV typically lowers CPR without touching ad spend.
Formula
Landing page views ÷ link clicks × 100
10. CVR (conversion rate)
How many landing page viewers actually take a desired action on your site. If it’s low, there might be a problem with your offer, messaging, or the website itself.
Formula
Results ÷ landing page views × 100
FAQ
What is a good CTR for Facebook ads?
It depends on your business and campaign objective. Typical numbers: 2.4% for ecom, 0.8% for B2B, and about 2% for local businesses.
What is a good ROAS on Meta?
A ROAS above 4 is generally considered healthy, but it depends on your margins. Your break-even ROAS is 1 ÷ your gross margin. At a 50% margin, that’s 2.0.
What’s the difference between reach and impressions?
Reach counts unique Meta accounts. Impressions count every showing, repeats included. Impressions ÷ reach is your frequency.
Why are my link clicks higher than my landing page views?
Meta counts a landing page view only when the page loads. The gap comes from pages that don’t fully load, or from ads with more than one link destination.
Sources
Triple Whale Meta Ads Benchmarks. Ecom. 40,000+ brands, Aug 2025 to Jul 2026, medians.
Metadata B2B Advertising Benchmarks. B2B and SaaS. 153 B2B advertisers, 2025.
Metadata: Meta Ads Cost for B2B. B2B and SaaS, Facebook and Instagram split.
WordStream Facebook Ads Benchmarks 2026. Local B2C. About 1,800 US campaigns, Apr 2025 to Jun 2026.
Delmain: Meta Ads for Dentists. Local B2C CPM. 47 dental practices.
Databox Facebook Ads Frequency. Frequency. 663 B2B and 631 B2C companies, medians.
Databox Facebook Ads Benchmarks by Industry. SaaS CTR, 2023.
Focus Digital Facebook CPL Report. SaaS cost per lead.
Jon Loomer: The Most Important Ads Metrics. Why cost per result comes first.
Meta Business Help Center. Meta definitions for frequency, CPM, and landing page views.