Meta Ads

The Ultimate Guide To Meta Ads Custom Metrics You Need To Track

According to industry data, brands that optimize using custom Facebook metrics see a 45% boost in sales. If you're an e-commerce brand looking to drive explosive growth on Facebook Ads, it's essential to master custom metrics that can provide actionable insights into your ad performance.

To help you achieve these goals, this guide will take you through the essential custom metrics that every e-commerce brand should master to unlock explosive growth for their business on Facebook Ads. The guide is divided into three sections, which are:

1. Website performance and funnel,

2. Ad creatives performance, and

Here’s how you can set up these Meta ads custom metrics:

  • Click Columns and select Customise Columns
  • At the top of this view, you will see Create Custom Metric next to the search bar. Click this and you can get started with creating your own custom metrics.
  • You will now have a window appear when you can create your metrics. Here you can name, set the format (Numeric, Percentage or Currency) and construct your custom metric.
  • Essentially here, you are creating a formula as you would in Excel, in order to create your desired output.

By mastering these custom metrics, you can optimize your Facebook Ads campaigns and take your e-commerce business to the next level.

1. Website Performance Metrics

Website performance metrics help you evaluate the effectiveness of your Facebook Ads campaigns in driving traffic to your website. Here are the three most essential custom metrics to measure website performance:

1.1 LP View Rate:

This metric measures the percentage of users who view your landing page (LP) after clicking on your ad. A high LP view rate indicates that your ad is driving qualified traffic to your website. The formula for the LP view rate is:

LP View Rate = (Number of Users Who Viewed LP/Number of Users Who Clicked on Ad) * 100%

For example, if your ad campaign promoting a new product generates 100 clicks and 10 users proceed to view the landing page, your LP view rate is 10%.

⤮ Target Range: Ideally >80-90%

1.2 Add-to-Cart Rate

Add to Cart Rate = (Add to Cart / Link Clicks) * 100%

⤮ Target range: 10-25%

1.3 Abandoned Cart Rate:

Tracking the number of abandoned carts is crucial for identifying potential conversion bottlenecks in your e-commerce funnel. It represents the percentage of users who add items to their cart but leave the website without completing the purchase. The formula for abandoned cart rate is:

Abandoned Cart Rate = (Number of Abandoned Carts/Number of Carts Created) * 100%

For example, if 50 out of 200 users abandon their cart, your abandoned cart rate is 25%.

1.4 Initiate Checkout to Purchase Conversion Rate (IC to P): This metric measures the conversion rate from the initial checkout stage to completed purchases. It indicates how effective your website's checkout process is at converting interested users into paying customers. The formula for IC to P conversion rate is:

IC to P Conversion Rate = (Number of Completed Purchases/Number of Users Who Initiated Checkout) * 100%

For example, if 20 out of 100 users who initiate the checkout process end up making a purchase, your IC to P conversion rate is 20%.

⤮ Target Range: Varies 30-70%

Conversion Rate (CVR): CVR measures the percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter, out of the total number of users who reached that stage in the funnel. The formula for CVR is:

CVR = (Purchase/Link Clicks) * 100%

For example, if 10 out of 100 users who land on your product page make a purchase, your CVR is 10%.

⤮ Target Range: Typically 2-5%

Average Order Value (AOV): AOV calculates the average value of orders placed on your e-commerce website. It helps determine the average revenue generated per transaction. The formula for AOV is:

AOV = Purchase Conversion Value/Purchases

For example, if the total revenue from 100 orders is $10,000, your AOV is $100.

Cost per Acquisition as a Percentage of Average Order Value (CPA %AOV): This metric measures the advertising cost required to acquire a customer as a percentage of the average order value. It helps evaluate the efficiency and profitability of your advertising campaigns. The formula for CPA %AOV is:

CPA %AOV = (Advertising Cost/Number of Customers Acquired)*100/AOV

For example, if your cost per acquisition is $20, and your AOV is $100, your CPA %AOV is 20%.

In conclusion, mastering these essential custom metrics is crucial for unlocking explosive growth for your e-commerce brand on Facebook Ads. By monitoring and optimizing these metrics, you can drive more qualified traffic to your website, improve conversion rates, and generate higher revenue.

2. Ad Creatives Performance Metrics

Ad creatives performance metrics help you evaluate the effectiveness of your ad creatives in capturing your audience's attention and driving engagement. Here are the two most essential custom metrics to measure ad creatives performance:

2.1 Hook Rate: The hook rate is the percentage of viewers who are captivated by the opening seconds of your video ad or headline, compelling them to continue watching or engaging with your content. The formula for hook rate is:

Hook Rate = (Number of Viewers Who Watched Beyond the Opening Seconds/Total Number of Viewers) * 100%

For example, if your video ad has a hook rate of 15%, it means that 15% of viewers continue watching the ad beyond the initial seconds.

2.2 Hold Rate: This metric reflects the average duration viewers spend watching your video ads. It provides insights into the engagement level and effectiveness of your video content. The formula for video hold time is:

Video Hold Time = Total Time Viewed/Total Number of Views

For example, if the average video hold time for your ad is 30 seconds, it indicates that viewers, on average, watch the ad for 30 seconds before moving on.

2.3 Outbound CTR

Outbound click-through rate (CTR) is a metric that measures the percentage of viewers who click on outbound links within your video ad or content. It indicates the level of interest and engagement generated by your video content, leading viewers to take further action. A higher outbound CTR signifies a greater level of engagement and interest from your audience.

<Default metric - doesn’t need any formula>

2.4 Average Video Watch Time

Average video watch time is a metric that calculates the average duration viewers spend watching your video ads. It provides valuable insights into the overall engagement and effectiveness of your video content. By understanding the average video watch time, you can determine how well your video ads are capturing and holding the attention of your audience. The longer the average watch time, the more engaged and interested your viewers are in your content.

💡 PS: If you are a DTC brand spending > $20K/mo. Book a 1:1 discovery call here.

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