Understanding Campaign Metrics

This article explains every metric available in Wevion's Ads Manager — what it means, how it's calculated, and when to use it.

Prerequisites

• Access to the Ads Manager Ads Manager Overview — Your Campaign Control Center

• At least one active or recently active campaign with data

How It Works

Wevion displays two categories of metrics:

1. Meta Metrics — Data reported directly by Meta (Facebook/Instagram), synced automatically from your ad accounts

2. Postback Metrics — Conversion data sent to Wevion from your tracking system via server-to-server postbacks Postback Conversions — Server-to-Server Tracking

Some metrics are reported directly by Meta, while others are calculated by Wevion from the raw data.

Metric Reference

Delivery Metrics

These metrics tell you how many people your ads reached and how they interacted with them.

Cost Metrics

These metrics help you understand how efficiently you're spending your budget.

Conversion Metrics (Meta)

These metrics track actions that happen after someone interacts with your ad, as reported by Meta.

Profitability Metrics (Meta-based)

These metrics calculate your return on ad spend using Meta's reported conversion values.

Postback Metrics

These metrics come from your external tracking system via server-to-server postbacks. They provide an independent view of conversions, separate from Meta's reporting.

Why both Meta and Postback metrics? Meta's reporting uses its own attribution model, which may differ from your tracking system. Comparing both gives you a fuller picture of your true performance. Postback Conversions — Server-to-Server Tracking

Budget & Configuration Columns

Team Columns (Owner/Admin View)

These columns are only visible to workspace owners, admins, and super admins:

Step-by-Step Guide

Reading the Summary Bar

At the top of the Ads Manager, the summary bar shows aggregated totals across all campaigns matching your current filters:

These totals represent ALL matching items, not just the currently visible page. This is important — if you have 200 campaigns but only see 50 on screen, the summary reflects all 200.

Comparing Metrics

To evaluate campaign health quickly, focus on these key metric combinations:

For e-commerce (Sales objective):

• ROAS > 1x means you're profitable (before operating costs)

• Cost per Purchase tells you acquisition cost

• AOV helps you understand average ticket size

For lead generation (Leads objective):

• Cost per Lead is your primary efficiency metric

• CTR indicates creative quality

• Frequency > 3-4 may signal audience fatigue

For traffic:

• CPC shows content cost efficiency

• CTR measures creative relevance

• Inline Link Clicks (not total clicks) for true traffic volume

For awareness:

• CPM is the key efficiency metric

• Reach tells you audience size reached

• Frequency should stay controlled (usually < 3)

Understanding Calculated vs Direct Metrics

Metrics marked "Calculated" are computed by Wevion from raw Meta data:

• They update whenever the underlying data is refreshed

• They respect your selected currency setting (all monetary values are converted)

• They respect your selected timezone setting (daily aggregation boundaries shift)

Frequently Asked Questions

Q: Why is my ROAS showing as "—" or zero? A: ROAS requires both Spend and Purchase Value to be greater than zero. If Meta hasn't tracked any purchases (or your pixel isn't firing purchase events), ROAS will show as zero or empty.

Q: Why do Meta conversions and Postback conversions differ? A: This is normal and expected. Meta uses its own attribution model (view-through + click-through with configurable windows). Your tracking system likely uses a different attribution model (usually last-click). Discrepancies of 10-30% are common. [See: ART-218]

Q: What does "Frequency: 5.2" mean? A: Each person in your audience has seen your ad an average of 5.2 times. High frequency (>3-4) can indicate audience fatigue — consider expanding your audience or refreshing your creatives.

Q: Are these metrics real-time? A: No. Metrics are synced from Meta periodically (approximately every 15 minutes). Meta itself reports data with some delay (usually 15-30 minutes). For the most current numbers, use the manual refresh option.

Q: Why do I see "Unattributed Conversions" in my postback totals? A: Unattributed conversions are postback events where the campaign, ad set, or ad ID couldn't be matched to a known entity. This can happen if the tracking parameters weren't passed correctly. [See: ART-218]

Q: Can I customize which columns are visible? A: Yes. Use the column visibility toggle in the table header to show or hide specific metrics based on your workflow needs.

Related Articles

• Ads Manager Overview — Your Campaign Control Center

• Filtering and Sorting Campaign Data

• Exporting Campaign Reports

• Postback Conversions — Server-to-Server Tracking

• Date Ranges, Timezones, and Currency