Ads Manager Metrics

Use this lesson to:

  • Align your ad campaign’s advertising objective to the appropriate metric provided in Ads Manager’s Results column.

Campaign metrics and your advertising objectives

When you create an ad, you must first choose your advertising objective. Your advertising objective is what you want people to do when they see your ads and aligns with your overall business goals. Your choice of objective determines the metric you see in Ads Manager’s Results column.

The three main categories for advertising objectives are:

  • Awareness: Objectives that generate interest in your product or service.
  • Consideration: Objectives that get people to start thinking about your business and look for more information about it.
  • Conversions: Objectives that encourage people interested in your business to purchase or use your product or service.

Campaign metrics defined

Here are several examples of metrics you can consider when you plan a campaign. This list is not meant to be comprehensive, as our products change often. It is a sample of metrics that could map back to your campaign objective.

Note: Click on each metric name for more details.

Key takeaways

  • When you create a campaign, its metrics are tied to the advertising objective you choose.
  • These metrics display in the Results column in Ads Manager.

Keep Learning

Check out these resources to continue growing your skills.


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