Analytics Overview
Complete guide to understanding your campaign performance metrics, audience insights, and engagement data.
Beginner15 min readUpdated 2025-01-02
The Analytics page provides comprehensive insights into your advertising performance across all dimensions.
Overview
Navigate to Analytics from the main sidebar to access your performance data.
| Section | What It Shows |
|---|---|
| Key Metrics | Spend, ROAS, conversions, impressions |
| Trend Charts | Performance over time |
| Audience Insights | Demographics, devices, locations |
| Video Metrics | Watch rates, completion, engagement |
| Engagement | Reactions, comments, shares, saves |
| Frequency | Reach and ad frequency data |
| Placements | Performance by platform and position |
Key Metrics
Campaign Statistics
| Metric | Description |
|---|---|
| Total Campaigns | Number of campaigns in your account |
| Active Campaigns | Currently running campaigns |
| Total Spend | Combined ad spend for selected period |
| Total Conversions | All conversion events tracked |
| Average ROAS | Return on Ad Spend across all campaigns |
Individual Campaign Metrics
| Metric | Description | Good Benchmark |
|---|---|---|
| Impressions | Number of times ads were shown | Varies by budget |
| Clicks | Total clicks on your ads | - |
| CTR | Click-through rate (clicks/impressions) | > 1% |
| CPC | Cost per click | < $2.00 |
| CPM | Cost per 1,000 impressions | $5-15 |
| Conversions | Completed conversion events | - |
| ROAS | Revenue / Spend | > 2.0x |
Trend Analysis
Date Range Selection
| Option | Time Period |
|---|---|
| Last 7 days | Previous week |
| Last 14 days | Previous two weeks |
| Last 30 days | Previous month |
| Last 90 days | Previous quarter |
| This month | Current calendar month |
| Last month | Previous calendar month |
| Custom range | Select specific dates |
Trend Chart Data
The trend chart displays daily performance:
| Line | Color | Shows |
|---|---|---|
| Spend | Green | Daily ad spend |
| Conversions | Amber | Daily conversion count |
Hover over any point to see exact values for that date.
Audience Insights
Age Demographics
| Age Group | Metrics Available |
|---|---|
| 18-24 | Impressions, clicks, spend, conversions |
| 25-34 | Impressions, clicks, spend, conversions |
| 35-44 | Impressions, clicks, spend, conversions |
| 45-54 | Impressions, clicks, spend, conversions |
| 55-64 | Impressions, clicks, spend, conversions |
| 65+ | Impressions, clicks, spend, conversions |
Gender Split
| Gender | Metrics |
|---|---|
| Male | Impressions, clicks, spend, conversions |
| Female | Impressions, clicks, spend, conversions |
| Unknown | Impressions, clicks, spend, conversions |
Device Breakdown
| Device | Icon | Description |
|---|---|---|
| Desktop | Monitor | Computer users |
| Mobile | Smartphone | Phone users |
| Tablet | Tablet | Tablet users |
Platform Distribution
| Platform | Metrics |
|---|---|
| Performance on Facebook placements | |
| Performance on Instagram placements | |
| Audience Network | Third-party app placements |
| Messenger | Messenger ad placements |
Geographic Data
Top countries by performance with impressions, clicks, spend, and conversions.
Video Metrics
For video ad campaigns:
| Metric | Description |
|---|---|
| Video Plays | Total video play starts |
| 25% Watched | Views reaching 25% |
| 50% Watched | Views reaching 50% |
| 75% Watched | Views reaching 75% |
| 100% Watched | Complete video views |
| ThruPlays | Views of 15+ seconds or completion |
| Avg Watch Time | Average seconds watched |
Video Performance Benchmarks
| Metric | Good | Excellent |
|---|---|---|
| ThruPlay Rate | > 20% | > 40% |
| Completion Rate | > 15% | > 30% |
| Avg Watch Time | > 5s | > 10s |
Engagement Metrics
Social engagement across your ads:
| Metric | Description |
|---|---|
| Post Reactions | Likes, loves, and other reactions |
| Post Comments | Comments on your ads |
| Post Shares | Times ads were shared |
| Post Saves | Saves to collections |
| Link Clicks | Clicks to your website |
| Page Engagement | Total page interactions |
| Post Engagement | Total post interactions |
| Reach | Unique people who saw ads |
Frequency & Reach
Key Frequency Metrics
| Metric | Description | Target |
|---|---|---|
| Reach | Unique people reached | Maximize |
| Frequency | Avg impressions per person | 1.5-3.0 |
| CPM | Cost per 1,000 impressions | Minimize |
| CPP | Cost per 1,000 people reached | Monitor |
| Cost Per Reach | Spend / Reach | Optimize |
Frequency Guidelines
| Frequency | Interpretation |
|---|---|
| < 1.5 | Low frequency - room to scale |
| 1.5 - 3.0 | Optimal range |
| 3.0 - 5.0 | Watch for fatigue |
| > 5.0 | High fatigue risk - refresh creative |
Placement Analysis
Performance by where your ads appear:
Facebook Placements
| Placement | Description |
|---|---|
| Feed | Main Facebook news feed |
| Stories | Facebook Stories |
| Reels | Facebook Reels |
| Right Column | Desktop sidebar |
| Marketplace | Marketplace listings |
| Video Feeds | Video content feed |
Instagram Placements
| Placement | Description |
|---|---|
| Feed | Main Instagram feed |
| Stories | Instagram Stories |
| Reels | Instagram Reels |
| Explore | Explore tab |
| Shop | Shopping section |
Metrics per Placement
| Metric | Use For |
|---|---|
| Impressions | Reach of placement |
| Clicks | Engagement level |
| CTR | Relevance indicator |
| CPC | Cost efficiency |
| CPM | Awareness cost |
| Reach | Unique audience |
| Frequency | Repetition level |
Recap
The Analytics Overview provides:
- Campaign Metrics - All key performance indicators
- Audience Insights - Demographics, devices, locations
- Video Analytics - Watch rates and completion
- Engagement Data - Social interactions
- Frequency Analysis - Reach and repetition
- Placement Performance - Where ads work best
Use these insights to optimize targeting, creative, and budget allocation.
Key Takeaways
- 1Real-time campaign performance tracking
- 2Audience demographics and device breakdown
- 3Video completion rates and watch time
- 4Engagement metrics across all ad types
- 5Frequency optimization and reach analysis
- 6Platform and placement performance comparison
Frequently Asked Questions
How often is analytics data updated?
Analytics data syncs from Meta when you refresh or load the page. For real-time monitoring, use the Realtime Analytics feature.
What is a good ROAS?
A ROAS of 2.0x or higher is generally considered good (earning $2 for every $1 spent). However, this varies by industry and profit margins.
How do I reduce ad frequency?
Expand your audience size, add more ad creatives to your ad sets, or increase budget to reach new people. Consider creating new campaigns with fresh targeting.
Which placement performs best?
This varies by campaign. Compare CTR and CPC across placements in your data. Often Feed placements have highest volume while Stories have higher engagement.
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