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When you’re running an ad to boost awareness about your brand, you may notice that you have access to the Estimated Ad Recall Lift People metric. This powerful measurement can help you to estimate the number of people who are likely to remember encountering your advertisement. This can be helpful in a number of circumstances. Estimated Ad Recall […]

Like many other modern advertising platforms, Facebook reports impressions. However, one of the great features of Facebook is that it also reports Reach, a measure of how many people actually saw your content. That can help you to determine the effectiveness of your advertising targeting and guide your decision making about the way an audience is reacting […]


When you’re working to understand just how much you’re paying to reach the audience you’re trying to communicate with you might find the CPM metric incredibly insightful. Those insights can help you to determine if your ad is worth running. It can also help you to make comparisons between the performance of your ads on two different […]

If you understand the way that Facebook measures Clicks (All), you’ll have an easy time understanding the CTR All metric. Put simply, CTR All is a measurement of how often someone who saw your ad clicked something. The platform calculates this by taking the total number of Clicks (All) divided by the number of impressions. You may […]

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 […]

Ad Recall Lift (people) is a measurement that estimates the number of people who might remember seeing your ad two days after encountering it on the Facebook platform. Facebook measures this by determining the difference between the ability of people who saw your ad and people who did not to remember your brand, product or service. That […]

When you create a piece of content on Facebook, there are a number of different things that a prospective member of your audience could click on. You could, for example, click to expand a post and examine an image more closely. You could click into the comments section and being to explore what people are saying about […]

The Facebook People Taking Action metric measures the number of unique people who take any action after viewing your ad. When you compare this number with your total reach you can quickly identify what percentage of the people who see your ad have engaged with it. It is important to remember that one person can take multiple actions […]

When you’re promoting your product or service online, it’s important to understand how users are reacting to your content. The Facebook Relevance Score is one way that you can determine exactly how well your work is resonating with the people you’re trying to reach. These insights can help you to determine if you need to revise your […]

Have you ever needed to quickly double check how much of your ad budget has been used already? If so, you should pay attention to the Facebook Amount Spent metric. Amount spent is helpful because it can quickly reveal the amount of budget you’ve used during the time period you’ve set your reports dashboard to view. It […]