Promoted Posts - Understanding Your Metrics Export

After you export your Promoted Post Campaign metrics, you will see a number of column headings within the metrics spreadsheet. The definitions below will help you to better understand your data. Please Note: the data listed within your export is surfaced to the system hourly.

Your export will be divided into three tabs: Campaign, Ad Sets, and Ads. Below we will go over a breakdown of each tab.

Campaign Tab

This will be the first tab you can view in your export.

  • Campaign Name
    • This is the name of the Promoted Campaign.
  • Campaign Delivery¬†
    • This is the the current status of the Campaign.
  • Campaign Start Date
    • The date the Campaign is scheduled to begin running, displayed in YYYY-MM-DD format.
  • Campaign End Date
    • The date the Campaign is scheduled to stop running, displayed in YYYY-MM-DD format.
  • Amount Spent
    • This is the estimated total amount of money spent on your Campaign during its schedule.
  • Campaign Budget
    • This is the lifetime budget for this Campaign.
  • Impressions
    • This is the current total number of times the ad was on screen.
  • CPM
    • This is the average cost per 1,000 impressions (which is non-unique views).
  • 3-Second Video Plays
    • This is the current total number of times the video played for at least 3 seconds, or for nearly its total length if it's shorter than 3 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.
  • Photo Views
    • This is the current total number of views of photos on the page or posts that are attributed to the ad. Photo views are counted when people click on photos to view them.
  • URL Clicks
    • This is the current total number of clicks on links within the ad that led to advertiser-specified destinations on or off Facebook.
  • CPC
    • This is the average cost per link click.
  • CTR (click through rate)
    • This is the percentage of times people saw the ad and performed a link click.
  • Comments
    • This is the current total number of comments on the ad.
  • Saves
    • This is the current total number of times the ad has been saved.
  • Shares
    • This is the current total number of shares of the ad.
  • Engagements
    • This is the current total number of actions taken involving the ad.
  • Reach
    • This is the current total number of people who saw the ad at least once.
  • Cost per 1k Reached
    • This is the average cost to reach 1,000 people (which is unique views).
  • Total Reactions
    • This is the current total number of reactions on the ad, which includes like, love, haha, wow, sad or angry.
  • Like Reactions
    • This is the current total number of like reactions on the ad.
  • Love Reactions
    • This is the current total number of love reactions on the ad.
  • Haha Reactions
    • This is the current total number of haha reactions on the ad.
  • Wow Reactions
    • This is the current total number of wow reactions on the ad.
  • Sad Reactions
    • This is the current total number of sad reactions on the ad.
  • Angry Reactions
    • This is the current total number of angry reactions on the ad.

Ad Sets Tab

This will be the second tab you can view in your export. It will contain the same metrics as the Campaign tab, with the addition of the following:

  • Ad Set Name
    • This is the name of the Promoted ad set.
  • Platform
    • This is the platform the ad is for (Facebook or Instagram).
  • Ad Set Delivery
    • This is the current status of the ad set.¬†
  • Ad Set Start Date
    • This is the date the ad set is scheduled to begin running.¬†
  • Ad Set End Date
    • This is the date the ad set is scheduled to stop running.
  • Ad Set Budget
    • This is the ad set lifetime budget.

Ads Tab

This will be the third and final tab you can view in your export. It will contain the same metrics as the Campaign and Ad Sets tabs, with the addition of the following:

  • Ad Name
    • This is the name of the Promoted ad.
  • Ad Delivery
    • This is the current status of the ad.
  • Ad Set Spent
    • This is the estimated total amount of money spent on ad set or ad during its schedule.

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