All field notes
Meta Ads · July 2021
Reading ad reports without guessing
Three columns tell you almost everything: cost per result, result volume, and quality of the result.
By Ali Bek · Published · Updated · 2 min read
Platform reports offer dozens of columns so that everyone can find something flattering. Choose three and ignore the rest.
Cost per result
Per enquiry, booking, or sale. Not per click, per view, or per engagement. If the column you watch cannot become revenue, it will eventually mislead a decision.
Volume at that cost
A low cost on three results is noise. Judge cost and volume together, and compare against the baseline you recorded before launch.
Quality, from your own records
Ask the person handling enquiries which campaigns produce real customers. That feedback corrects platform numbers more reliably than any additional metric.