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Understanding Key Metrics | Paid Social

Paid social performance is measured by key metrics that show how often ads are seen, how users interact with them, and how efficiently budget is spent. Together, these metrics help evaluate visibility, engagement, and cost-effectiveness.

 

 

Impressions Total number of times your ad was shown
Clicks

The total number of interactions with your ad. This is often broken into two types:

  • Link Clicks – Clicks on the call-to-action (CTA) that drive users directly to your website or landing page.

  • Total Clicks – Includes link clicks plus any additional clicks on the ad, such as to your business’s Facebook page or other clickable elements.
CTR % of impressions that resulted in a click
Reach Unique number of users who saw the ad
Frequency Average amount of times each user saw the ad
CPM Cost to serve 1000 impressions - lower impressions may be a result of a higher CPM. This can be affected by market conditions, competitors, and targeting.