Top 5 KPIs Every Media Buyer Should Track in Facebook Ads
Tracking the right KPIs can make or break your Facebook Ads performance. This guide breaks down the five most important metrics—ROAS, CPA, CTR, CPC, and Conversions—then shows how to calculate them quickly and visualize everything in a simple Google Sheets dashboard. It’s the same approach we use in the SignalLift Ad Performance Dashboard (one-time $19).
1) Why these 5 KPIs matter
Most accounts drown in data but still miss the story. These five metrics reveal the whole funnel in minutes:
- CTR shows if your creative and hook resonate.
- CPC reflects auction quality and click efficiency.
- Conversions confirm post-click fit and intent.
- CPA tells you the true acquisition cost.
- ROAS measures top-line efficiency to guide budget shifts.
2) The 5 KPIs (formulas & examples)
1) Return on Ad Spend (ROAS)
Formula: ROAS = Revenue ÷ Ad Spend
Example: $4,000 revenue / $1,000 spend = 4.0x. Use ROAS to compare campaigns and move budget quickly.
2) Cost Per Acquisition (CPA)
Formula: CPA = Ad Spend ÷ Conversions
Example: $1,200 spend / 60 purchases = $20 CPA. Useful for daily guardrails while testing.
3) Click-Through Rate (CTR)
Formula (if you track impressions): CTR = Clicks ÷ Impressions
Example: 2,000 clicks / 100,000 impressions = 2% CTR. Low CTR? Refresh creative and tighten audiences.
4) Cost Per Click (CPC)
Formula: CPC = Ad Spend ÷ Clicks
Example: $1,000 / 2,000 clicks = $0.50 CPC. Use alongside CTR to diagnose creative vs auction pressure.
5) Conversions
Purchases, leads, or signups. Track both volume and rate (CVR). If CTR and CPC look fine but conversions lag, it’s a landing page/offer issue.
3) Diagnose performance with a simple flow
| Pattern | Likely Cause | Next Move |
|---|---|---|
| Low CTR + high CPC | Weak hook or misaligned audience | New angles, tighten targeting, refresh first line |
| High CTR + high CPC | Auction pressure/low relevance | Improve ad-to-landing relevance; test different placements |
| Good CTR/CPC, low conversions | Offer or page friction | Boost social proof, speed, and form simplicity |
| Good CPA, flat ROAS | Average order value too low | Add bundles, tiered pricing, post-purchase upsells |
Weekly cadence: diagnose with CTR/CPC/CPA; allocate with ROAS; track totals vs goals.
4) Build a quick Google Sheets dashboard (optional)
Ads Manager is fine for snapshots. But to see trends and compare ranges, use a lightweight Sheets dashboard:
- Export CSV with Date, Campaign, Spend, Clicks, Conversions, and Revenue (if available).
- Paste into a Raw_Data tab (append new weeks to the bottom).
- On Calc, add KPIs:
ROAS: =IFERROR(H2/E2,0) CPC: =IFERROR(E2/F2,0) CPA: =IFERROR(E2/G2,0)
- On Dashboard, summarize by date range using a QUERY or Pivot Table.
Skip setup—use our ready-made sheets
The free ROI Calculator handles profit and margin, while the SignalLift Dashboard auto-calculates ROAS, CTR, CPC, CPA, and Conversions.
Free ROI Calculator Get the DashboardFAQ: Facebook Ads KPIs
How often should I check these KPIs?
Daily for active testing; weekly for stable evergreen. Always compare current vs prior period to spot momentum.
Do I need CPM to manage campaigns?
No. Focus on ROAS, CTR, CPC, CPA, and Conversions. CPM can be interesting but isn’t necessary for decisions.
Can this approach work for TikTok/Google/LinkedIn?
Yes. Append each platform’s export with a “Platform” column and group by Platform in your dashboard.
My CTR is fine but CPA is high—what now?
Improve post-click steps: stronger offer, faster pages, clearer forms, and better audience-to-landing alignment.
Does SignalLift calculate ROI?
The paid dashboard focuses on ROAS, CTR, CPC, CPA, and Conversions. For ROI (profit & margin), use the free ROI Calculator.
Get the SignalLift Dashboard Today
One-time $19 purchase. Track your key Facebook Ads KPIs in minutes—no complex setup.
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