Glossary

Results (Meta)

Results is Meta's umbrella metric for the outcome a campaign was optimized for: purchases for a sales campaign, leads for a lead campaign, link clicks for a traffic campaign. The same column means different things across campaigns, depending on each campaign's objective.

How to read it

Results make campaigns with the same objective comparable at a glance. For mixed-objective accounts, always check what the result actually is before comparing rows.

Where it misleads

Comparing results across campaigns with different objectives compares apples to oranges: a 'result' costing €0.50 (link click) is not better than one costing €30 (purchase).

Related terms

Cost per Result (Meta) →

Cost per result is Meta's efficiency metric: total spend divided by results, where 'result' is whatever the campaign optimizes for. For a sales campaign it equals cost per purchase; for a traffic campaign, cost per link click. It's Meta's generalized CPA.

Conversions →

Conversions count how often users completed the action you defined as valuable (a purchase, lead form, call, or signup) after interacting with your ad. Conversions are the metric campaigns are ultimately judged by, because they connect ad spend to business outcomes.

Clicks →

Clicks count how often someone clicked on your ad. A click is the first active decision in the funnel: a user chose your ad over everything else on the page. Clicks drive traffic; whether that traffic is worth anything shows up later, in conversions.

Metrics explained are nice. Metrics watched are better.

HeyMetrix monitors all of these across Google and Meta, with alerts and a nightly AI briefing.

Get Early Access