Meta Performance Report

Overview

This report delivers granular Meta advertising performance analysis at the ad level, combining platform metrics from Meta Ads Manager, session data from GA4, and complete order attribution from your store. Data is broken down by date, country, campaign, campaign type, ad set, and individual ad. Enabling you to analyse performance from high-level campaign strategy down to individual creative performance. The report includes sophisticated ad age tracking and automatic winner identification to inform creative optimisation and strategy. Use this report to identify winning ads to scale, analyse creative fatigue, optimise budget allocation across campaigns and ad sets, compare new vs. repeat customer acquisition, and calculate true profitability after all costs including COGS, fulfillment fees, and ad spend.

Data Dictionary

Fields and their respective definitions available within this report.

Identifiers & Dimensions

Name	Description
ID	A surrogate key created from date, country_code, campaign, adset, ad and ad_launch_date.
Date	The date of the ad performance metrics.
Country Code	ISO country code for the ad performance location.
Campaign	The Meta campaign name.
Campaign Type	Campaign classification (e.g., ‘TOF’, ‘RET’, ‘RTN’, ‘ASC’, ‘TEST’, ‘AWARENESS’, ‘OTHER’).
Adset	The Meta ad set name.
Ad	The Meta ad name.

Ad Metrics

Name	Description
Ad Launch Date	The date when the ad first recorded impressions.
Ad Age	The age of the ad in days since it first recorded impressions (only counts days with impressions).
Weighted Ad Age	Ad age weighted by impressions for aggregated ad age.
Active Ads	Number of ads that have received 1 or more impressions.
Ad Diversity	A % score (out of 100%) representing how evenly your active ads are distributed across ad formats.
Ad Velocity	The average number of ads launched per day.
Ad Winners	Ads that have met the default spend threshold over the first 7 days from launch and have beaten the campaign average CAC by 25% or more.
Win Rate	Number of ad winners divided by number of new ads launched.
New Ads	Number of new ads launched. ‘New’ being where the ad age is 0 and impressions are greater than 0.
Spend per Active Ad	Total spend divided by the amount of active ads.

Platform Metrics (Meta Reported)

Name	Description
Impressions	Total number of times the ad was displayed.
Reach	Total number of unique users who saw the ad.
Frequency	Impressions divided by reach. The average amount of times a user saw an ad.
Clicks	Total number of clicks on the ad.
Outbound Clicks	Number of clicks to destinations off Meta-owned properties.
Spend	Total advertising spend for the ad.
Purchases	Total purchases reported by Meta (platform-reported conversions).
CPM	Cost per thousand impressions (spend / impressions * 1000).
CPC	Cost per click (spend / clicks).
CTR	Click-through rate (clicks / impressions * 100).

Video Engagement Metrics

Name	Description
Video P25 Watched Actions	Number of times video was watched to 25% completion.
Video P50 Watched Actions	Number of times video was watched to 50% completion.
Video P75 Watched Actions	Number of times video was watched to 75% completion.
Video P100 Watched Actions	Number of times video was watched to 100% completion.
Video 30s Watched Actions	Number of times video was watched for at least 30 seconds.

Session Metrics (GA4 Attributed)

Name	Description
Total Sessions	Total number of sessions attributed to the ad.
New Sessions	Number of sessions from new users attributed to the ad.
Repeat Sessions	Number of sessions from returning users attributed to the ad.
Total Users	Total number of users attributed to the ad.
New Users	Number of new users attributed to the ad.
Repeat Users	Number of returning users attributed to the ad.
New User %	Percentage of total users who are new users.
CPU	Cost per user (spend / total users).
CPNU	Cost per new user (spend / new users).

Order Metrics

Name	Description
Total Orders	Total number of orders attributed to the ad.
One Off Orders	Number of one-off (non-subscription) orders attributed to the ad.
Subscription Orders	Number of subscription orders attributed to the ad.
New Orders	Number of orders from new customers attributed to the ad.
New Oneoff Orders	Number of one-off orders from new customers attributed to the ad.
New Subscription Orders	Number of subscription orders from new customers attributed to the ad.
Repeat Orders	Number of orders from returning customers attributed to the ad.
Repeat Oneoff Orders	Number of one-off orders from returning customers attributed to the ad.
Repeat Subscription Orders	Number of subscription orders by returning customers attributed to the ad.
CR	Conversion rate (total orders / total sessions * 100).
NC CR	New customer conversion rate (new orders / total sessions * 100).
CAC	Customer acquisition cost (spend / new orders).
AOV	Average order value (total net revenue / total orders).
FOV	First order value (new net revenue / new orders).

Gross Revenue Metrics

Name	Description
Total Gross Revenue	Total gross revenue before discounts and tax attributed to the ad.
One Off Gross Revenue	Gross revenue from one-off orders attributed to the ad.
Subscription Gross Revenue	Gross revenue from subscription orders attributed to the ad.
New Gross Revenue	Gross revenue from new customers attributed to the ad.
New Oneoff Gross Revenue	Gross revenue from one-off orders by new customers attributed to the ad.
New Subscription Gross Revenue	Gross revenue from subscription orders by new customers attributed to the ad.
Repeat Gross Revenue	Gross revenue from returning customers attributed to the ad.
Repeat Oneoff Gross Revenue	Gross revenue from one-off orders by returning customers attributed to the ad.
Repeat Subscription Gross Revenue	Gross revenue from subscription orders by returning customers attributed to the ad.

Net Revenue Metrics

Name	Description
Total Net Revenue Excl Refunds	Total net revenue after discounts, excluding tax and refunds, attributed to the ad.
One Off Net Revenue Excl Refunds	Net revenue from one-off orders attributed to the ad.
Subscription Net Revenue Excl Refunds	Net revenue from subscription orders attributed to the ad.
New Net Revenue Excl Refunds	Net revenue from new customers attributed to the ad.
New Oneoff Net Revenue Excl Refunds	Net revenue from one-off orders by new customers attributed to the ad.
New Subscription Net Revenue Excl Refunds	Net revenue from subscription orders by new customers attributed to the ad.
Repeat Net Revenue Excl Refunds	Net revenue from returning customers attributed to the ad.
Repeat Oneoff Net Revenue Excl Refunds	Net revenue from one-off orders by returning customers attributed to the ad.
Repeat Subscription Net Revenue Excl Refunds	Net revenue from subscription orders by returning customers attributed to the ad.
MER	Marketing efficiency ratio (total net revenue / spend).
ROAS	Return on ad spend (total net revenue / spend).

Shipping Metrics

Name	Description
Total Shipping Price Before Tax	Total shipping charges before tax attributed to the ad.
One Off Shipping Price Before Tax	Shipping charges from one-off orders attributed to the ad.
Subscription Shipping Price Before Tax	Shipping charges from subscription orders attributed to the ad.
New Shipping Price Before Tax	Shipping charges from new customers attributed to the ad.
New Oneoff Shipping Price Before Tax	Shipping charges from one-off orders by new customers attributed to the ad.
New Subscription Shipping Price Before Tax	Shipping charges from subscription orders by new customers attributed to the ad.
Repeat Shipping Price Before Tax	Shipping charges from returning customers attributed to the ad.
Repeat Oneoff Shipping Price Before Tax	Shipping charges from one-off orders by returning customers attributed to the ad.
Repeat Subscription Shipping Price Before Tax	Shipping charges from subscription orders by returning customers attributed to the ad.

Discount Metrics

Name	Description
Total Discount Amount Before Tax	Total discount amount before tax attributed to the ad.
One Off Discount Amount Before Tax	Discount amount from one-off orders attributed to the ad.
Subscription Discount Amount Before Tax	Discount amount from subscription orders attributed to the ad.
New Discount Amount Before Tax	Discount amount from new customers attributed to the ad.
New Oneoff Discount Amount Before Tax	Discount amount from one-off orders by new customers attributed to the ad.
New Subscription Discount Amount Before Tax	Discount amount from subscription orders by new customers attributed to the ad.
Repeat Discount Amount Before Tax	Discount amount from returning customers attributed to the ad.
Repeat Oneoff Discount Amount Before Tax	Discount amount from one-off orders by returning customers attributed to the ad.
Repeat Subscription Discount Amount Before Tax	Discount amount from subscription orders by returning customers attributed to the ad.

Refund Metrics

Name	Description
Total Refund Amount	Total refund amount attributed to the ad.
One Off Refund Amount	Refund amount from one-off orders attributed to the ad.
Subscription Refund Amount	Refund amount from subscription orders attributed to the ad.
New Refund Amount	Refund amount from new customers attributed to the ad.
New Oneoff Refund Amount	Refund amount from one-off orders by new customers attributed to the ad.
New Subscription Refund Amount	Refund amount from subscription orders by new customers attributed to the ad.
Repeat Refund Amount	Refund amount from returning customers attributed to the ad.
Repeat Oneoff Refund Amount	Refund amount from one-off orders by returning customers attributed to the ad.
Repeat Subscription Refund Amount	Refund amount from subscription orders by returning customers attributed to the ad.

Tax Metrics

Name	Description
Total Tax	Total tax amount attributed to the ad.
One Off Tax	Tax amount from one-off orders attributed to the ad.
Subscription Tax	Tax amount from subscription orders attributed to the ad.
New Tax	Tax amount from new customers attributed to the ad.
New Oneoff Tax	Tax amount from one-off orders by new customers attributed to the ad.
New Subscription Tax	Tax amount from subscription orders by new customers attributed to the ad.
Repeat Tax	Tax amount from returning customers attributed to the ad.
Repeat Oneoff Tax	Tax amount from one-off orders by returning customers attributed to the ad.
Repeat Subscription Tax	Tax amount from subscription orders by returning customers attributed to the ad.

COGS Metrics

Name	Description
Total COGS	Total cost of goods sold attributed to the ad.
One Off COGS	COGS from one-off orders attributed to the ad.
Subscription COGS	COGS from subscription orders attributed to the ad.
New COGS	COGS from new customers attributed to the ad.
New Oneoff COGS	COGS from one-off orders by new customers attributed to the ad.
New Subscription COGS	COGS from subscription orders by new customers attributed to the ad.
Repeat COGS	COGS from returning customers attributed to the ad.
Repeat Oneoff COGS	COGS from one-off orders by returning customers attributed to the ad.
Repeat Subscription COGS	COGS from subscription orders by returning customers attributed to the ad.

Fulfillment Cost Metrics

Name	Description
Total Fulfillment Costs	Total fulfillment costs attributed to the ad.
One Off Fulfillment Costs	Fulfillment costs from one-off orders attributed to the ad.
Subscription Fulfillment Costs	Fulfillment costs from subscription orders attributed to the ad.
New Fulfillment Costs	Fulfillment costs from new customers attributed to the ad.
New Oneoff Fulfillment Costs	Fulfillment costs from one-off orders by new customers attributed to the ad.
New Subscription Fulfillment Costs	Fulfillment costs from subscription orders by new customers attributed to the ad.
Repeat Fulfillment Costs	Fulfillment costs from returning customers attributed to the ad.
Repeat Oneoff Fulfillment Costs	Fulfillment costs from one-off orders by returning customers attributed to the ad.
Repeat Subscription Fulfillment Costs	Fulfillment costs from subscription orders by returning customers attributed to the ad.

Payment Processing Fee Metrics

Name	Description
Total Payment Processing Fees	Total payment processing fees attributed to the ad.
One Off Payment Processing Fees	Payment processing fees from one-off orders attributed to the ad.
Subscription Payment Processing Fees	Payment processing fees from subscription orders attributed to the ad.
New Payment Processing Fees	Payment processing fees from new customers attributed to the ad.
New Oneoff Payment Processing Fees	Payment processing fees from one-off orders by new customers attributed to the ad.
New Subscription Payment Processing Fees	Payment processing fees from subscription orders by new customers attributed to the ad.
Repeat Payment Processing Fees	Payment processing fees from returning customers attributed to the ad.
Repeat Oneoff Payment Processing Fees	Payment processing fees from one-off orders by returning customers attributed to the ad.
Repeat Subscription Payment Processing Fees	Payment processing fees from subscription orders by returning customers attributed to the ad.

Contribution Margin Metrics

Name	Description
CM1 £	Level 1 contribution margin (net revenue after COGS).
CM1 %	Level 1 contribution margin as a percentage of net revenue.
CM2 £	Level 2 contribution margin (CM1 minus fulfillment & payment processing fees).
CM2 %	Level 2 contribution margin as a percentage of net revenue.
CM3 £	Level 3 contribution margin (CM2 minus ad spend).
CM3 %	Level 3 contribution margin as a percentage of net revenue.

Rolling Window Metrics (7-Day)

Name	Description
Cum 7d Ad Spend	Cumulative ad spend over the last 7 days for the specific ad.
Cum 7d Ad New Orders	Cumulative new orders over the last 7 days for the specific ad.
Cum 7d Campaign Spend	Cumulative campaign spend over the last 7 days.
Cum 7d Campaign New Orders	Cumulative new orders over the last 7 days for the campaign.
7d Ad CAC	7-day rolling customer acquisition cost for the ad (cum_7d_ad_spend / cum_7d_ad_new_orders).
7d Campaign CAC	7-day rolling customer acquisition cost for the campaign (cum_7d_campaign_spend / cum_7d_campaign_new_orders).

Winner Identification

Name	Description
Meets Criteria Today	Boolean indicating if the ad meets winner criteria today (CAC 25% lower than campaign average, spent >£600 in 7 days, ad age ≤7 days).
Meets Criteria Yesterday	Boolean indicating if the ad met winner criteria yesterday.
Is Winner First Time	Boolean indicating if this is the first time the ad has met winner criteria (meets criteria today but not yesterday).

Questions This Report Answers

Which metrics are on-track / off-track?

Use the metric health report to get instant insight into whats working and what isn’t. Easily see metrics that require attention and prioritise your time accordingly.

Which ads are performing best and should be scaled?

Use the automatic winner identification to find ads with CAC 25% lower than campaign averages (thresholds are tailored to each customer) that have spent >£600 in the last 7 days. Filter ad winners to identify newly successful ads, then analyse their creative elements, targeting, and copy to replicate success.

Do we have enough creative variety?

Use creative diversification metric to ensure you’re giving meta a wide breadth of creative input to optimise towards.

How does ad performance evolve over time?

Track ad age and performance metrics to understand creative fatigue. Compare CPM, CTR, conversion rate, and CAC across different ad ages to identify when ads start declining and need refreshing.

Analyse how differing budget strategies across the funnel impact performance

Compare spend across campaign types (Awareness, Advantage, TOF etc) over time and understand how they influence wider account performance.

What is the true profitability of each ad after all costs?

Calculate CM1, CM2, and CM3 at the ad level to understand profitability after COGS, fulfillment costs, payment fees, and ad spend. Identify which ads drive profitable growth vs. which ads are spending inefficiently despite appearing to have good ROAS.

How does ad performance vary by geography?

Segment by country code to understand geographic performance differences. Compare CAC, conversion rates, AOV, and profitability across markets to optimize geo-targeted campaigns and budget allocation by region.

Getting Started

Health Metrics

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Customising Your Dashboard

Meta Performance Report

Overview

Data Dictionary

Identifiers & Dimensions

Ad Metrics

Platform Metrics (Meta Reported)

Video Engagement Metrics

Session Metrics (GA4 Attributed)

Order Metrics

Gross Revenue Metrics

Net Revenue Metrics

Shipping Metrics

Discount Metrics

Refund Metrics

Tax Metrics

COGS Metrics

Fulfillment Cost Metrics

Payment Processing Fee Metrics

Contribution Margin Metrics

Rolling Window Metrics (7-Day)

Winner Identification

Questions This Report Answers

​Overview

​Data Dictionary

​Identifiers & Dimensions

​Ad Metrics

​Platform Metrics (Meta Reported)

​Video Engagement Metrics

​Session Metrics (GA4 Attributed)

​Order Metrics

​Gross Revenue Metrics

​Net Revenue Metrics

​Shipping Metrics

​Discount Metrics

​Refund Metrics

​Tax Metrics

​COGS Metrics

​Fulfillment Cost Metrics

​Payment Processing Fee Metrics

​Contribution Margin Metrics

​Rolling Window Metrics (7-Day)

​Winner Identification

​Questions This Report Answers

Overview

Data Dictionary

Identifiers & Dimensions

Ad Metrics

Platform Metrics (Meta Reported)

Video Engagement Metrics

Session Metrics (GA4 Attributed)

Order Metrics

Gross Revenue Metrics

Net Revenue Metrics

Shipping Metrics

Discount Metrics

Refund Metrics

Tax Metrics

COGS Metrics

Fulfillment Cost Metrics

Payment Processing Fee Metrics

Contribution Margin Metrics

Rolling Window Metrics (7-Day)

Winner Identification

Questions This Report Answers