Read performance with context
Understand core metrics, compare like-for-like periods, and turn account observations into a considered next step.
Open AI Media BuyerStart with the account and period
Confirm the selected ad account before interpreting a report. A different account, date range, or currency can change the meaning of every number.
Compare complete periods of the same length when possible. If a campaign only started recently, distinguish limited data from poor performance.
Know what the metrics measure
Use the metric definition shown in the report. Clicks and conversions can have different definitions depending on the view.
| Metric | Meaning | Check before acting |
|---|---|---|
| Spend | Advertising cost in the selected period | Account currency and date range |
| CPM | Cost per 1,000 impressions | Audience, placements, and delivery context |
| CTR | Clicks as a share of impressions | Whether it uses all clicks or link clicks |
| CPC | Spend divided by reported clicks | The click definition and destination quality |
| CPA | Spend divided by reported actions | Which action or conversion is counted |
| ROAS | Reported purchase value divided by spend | Tracking, attribution window, and purchase value |
Read combinations, not isolated numbers
A higher CTR does not by itself prove that an ad is producing better customers. Read it alongside conversion results and spend.
A low reported CPA based on one conversion is different from the same CPA across many conversions. Check the amount of evidence before deciding to scale or stop.
Missing conversions may reflect tracking or attribution as well as actual performance. Check the underlying measurement before treating a zero as proof of no sales.
Use AI recommendations as a starting point
Ask a focused question, such as ‘Which creatives should I investigate in this date range, and what evidence supports that?’
AdRiseLab analyzes and recommends, and can apply supported budget or status changes after explicit approval. The user reviews campaign settings and confirms publishing; budget, bidding and campaign-structure decisions remain under user control.
Review the evidence behind a proposed change, the affected account and campaign, and the scope of the action before approving it.
Keep revenue sources distinct
Revenue connects website visits to sales and the ads that produced them. A tracker script measures visits on the sites you register, and orders are reported by your store's order-confirmation code, by a signed server event from your payment backend, or on Shopify by an Order payment webhook. Shopify and server-signed orders are marked verified; browser-reported orders are marked unverified. Meta's own reported conversions are shown beside the website ledger as a separate measurement rather than merged into it, and an order that never passed the storefront counts as revenue credited to no campaign.
When two views disagree, first check the date range, source, and attribution method. Do not add Meta-reported purchase value to the website ledger as though they represent different orders.