Facebook’s Cost Per Any Action metric can help you to understand the average cost of a relevant action that occurred as a result of your advertising.
The figure can include engagement, clicks and conversions.
Which metric is reported depends on the objective of your campaign.
Don’t base every decision you make on this number.
Other metrics on the platform may help you to develop a more granular understanding of what is actually happening when you run an ad. Cost Per Any Action can help give you a quick indication of how your ad is trending.
Relying on Cost Per Any Action as an indicator can help you speed up your analysis of any ad that you’re running. This can be a lifesaver when you’re managing a large complicated ad buy.