Paid Social Media KPIs

These KPI definitions will help you better understand your social media reporting

Paid Performance Overview

Total Spend: The total amount spent on selected campaigns. The number reflects native currency. Impressions: The total number of times ads from selected campaigns were viewed. CPM: Cost Per 1000 Impressions. The average cost per 1000 impressions across selected campaigns. Engagements: The total engagement driven by selected campaigns. CPE: Cost Per Engagement. The average cost for a single engagement across selected campaigns. Clicks: The total number of clicks driven by selected campaigns. Clicks include URL clicks, certain types of interactions with the ad container, links to desired destinations, links to expanded ad experiences and more. CPC: Cost Per Click. The average cost for a single click across selected campaigns. Web Conversions: The total number of conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. CPCon: Cost Per Conversion. The average cost for a single conversion across selected campaigns.

Paid Impressions

Total Impressions: The total number of times ads from the selected campaigns were viewed. CPM: Cost Per 1000 Impressions. The average cost per 1000 impressions across selected campaigns. Average Impressions per Day: The average number of times your ads were displayed to users each day. Average Daily Reach: Average number of unique users that saw content associated with each Facebook Business campaign.

Paid Engagement

Total Engagements: The total engagement driven by selected campaigns. Reactions: The number of reactions on your ads driven by selected campaigns. The reactions on ads include Like, Love, Haha, Wow, Sad or Angry. Shares: The number of shares driven by selected campaigns. Shares include ads shared on their own or friends' Timelines, in groups, and on their own Pages. Comments: The number of times users commented or replied on your ads driven by selected campaigns. Link Clicks: The total number of clicks on links within the ad driven by selected campaigns. For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser's profile. Other: The total number of other engagement driven by the campaigns in the selected breakdown; this roll-up metric encompasses engagements outside the comments, shares, likes, and link clicks. The other engagement include video views.

CPE: The Cost per Engagement is the average cost for a single engagement across selected campaigns. Engagement Rate (per Impression): The number of times users engaged with your campaigns as a percentage of impressions. This indicates how engaged people are with your brand. Average Daily Engagements: The average number of engagements each day calculated for selected campaigns.

Reach

Reach is the number of users who were shown your post or story during its lifetime at least once.