Your monthly ads report tells the story of how your budget was spent and what it produced. Here is a plain-English guide to the metrics we report on.
Impressions
How many times your ad was shown. This counts every display, including to the same person multiple times. A high impression count with low clicks often means the creative or targeting needs adjustment.
Clicks and click-through rate (CTR)
Clicks are how many people tapped or clicked your ad. CTR is clicks divided by impressions — expressed as a percentage. A healthy CTR varies by platform and industry, but generally anything above 1% is reasonable for Meta ads.
Cost per click (CPC)
How much you paid on average for each click. Lower is not always better — a higher CPC can be worth it if those clicks convert into real leads.
Conversions
This is the action we most care about — a form submission, a call, a booking, a purchase. Conversions only track correctly if your website has the Meta Pixel or Google Tag installed. We handle this setup during onboarding.
Cost per conversion
Total spend divided by total conversions. If you spent $300 and got 10 enquiries, your cost per conversion is $30. This is the number we optimize toward over time.
Return on ad spend (ROAS)
For businesses selling products, ROAS compares revenue generated to ad spend. If you spent $500 and generated $2,000 in sales, your ROAS is 4x. For service businesses, we typically focus on cost per lead instead.
What to watch month over month
Individual months can fluctuate — seasonality, competition, and audience fatigue all affect performance. What matters more is the trend over 3–6 months. We will flag anything that needs attention and explain what we are doing about it.