When you run ads on Facebook and Instagram, it’s not just about how many people see or click on your ads. Real success comes from tracking the things that matter most to your business. This is where custom metrics come into play. Custom metrics help you measure how well your ads are performing based on your specific goals. By focusing on what matters to you, you can improve your ad strategy and get better results.
Facebook Ads Manager and Ads Reporting have plenty of built-in metrics. But sometimes, you need more specific data. That’s where custom metrics step in. They let you create your own, combining different metrics into one. Whether you want something simple or more complex, custom metrics give you the flexibility to track exactly what you care about.
What are custom metrics?
Custom metrics are metrics you create by combining the existing metrics with basic math formulas. While Facebook provides lots of standard metrics, sometimes you need something more tailored. That’s when custom metrics come in handy.
For example, you might want to know how much you’re paying for each video play that reaches 95%. Or maybe you want to track how many landing page views lead to users scrolling halfway down the page. Custom metrics make it easy to measure these and other specific actions.
When and why should you use custom metrics?
Custom metrics can be incredibly helpful. Here's why you should start using them:
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Track what matters most: custom metrics let you focus on what matters most to your business. If engagement (likes, comments, shares) is more important than just clicks, you can create a metric that combines those actions to understand your ad’s real impact.
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Fill gaps in standard metrics: sometimes the built-in metrics don’t tell the full story. For example, Facebook doesn’t offer a Cost Per Video Play at 95% metric by default, but you can easily create one.
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Simplify complex data: if you’re running a campaign with lots of different metrics, custom metrics help you combine them into one easy-to-read number. This way, you get a clearer picture of how your ads are performing.
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Improve campaign optimization: custom metrics make it easier to tweak your ads. For instance, if you’re getting a lot of clicks but not enough conversions, you can adjust your targeting or creative to improve results.
Custom metrics are particularly useful when you need more specific insights that go beyond what standard metrics offer. They're best used when you want to focus on key aspects of your campaign while making data-driven adjustments for optimal performance.
Whether you're improving your targeting, refining creative, or tracking ROI, custom metrics provide the flexibility to measure exactly what matters most for your goals.
Custom metrics can also help you assess ROI without raising your budget. For tips on improving performance with your current budget, see our post on how to improve campaign performance without increasing budget.
How to create custom metrics on Facebook
Creating a custom metric in Facebook Ads Manager or Ads Reporting is easy. Here's how you can do it:
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Access Ads Reporting:
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Go to Ads Reporting and click on Reports.
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Open an existing report or create a new one.
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Then, click on Customize Pivot Table and select the Metrics tab.
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Scroll down to Custom Metrics and click + Create to start building your custom metric.
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Write your formula:
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In the custom metric section, combine existing metrics using basic math operations like addition, subtraction, multiplication, and division. For example:
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Metric 1 + Metric 2 or
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((Metric 1 + Metric 2) / 5) * Metric 3
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Name and format your metric:
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After building your formula, give your custom metric a name and an optional description.
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Choose the format for your metric: numeric (123), percentage (%), or currency ($).
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Set access permissions:
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Decide whether only you can see the custom metric, or if everyone with access to your ad account can view it.
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Save and use:
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Once you're happy with the custom metric, click Create. Your custom metric will be available to use in both Ads Manager and Ads Reporting.
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That's it: your metrics are ready to be used for more in-depth ad performance breakdowns. But which metrics should you create? Let's consider a couple examples.
Custom metrics for different campaign goals
Every campaign has its own goals. Whether you're aiming to boost sales, increase engagement, or drive traffic to your website, custom metrics can help you track what’s most important.
Here are some examples of custom metrics for different goals:
1. Boosting engagement
If your goal is to get more likes, comments, shares, or other interactions, custom metrics help you see how well your ads are connecting with your audience.
Try these two:
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Engagement rate = (Likes + Comments + Shares) / Total Impressions
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Use case: this metric tracks overall engagement with your content. If engagement is low, you might want to try new visuals or adjust your messaging to make it more engaging.
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Shares per Engagement = Shares / (Likes + Comments + Shares)
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Use case: this metric shows how often people share your content compared to other types of engagement. It’s perfect for measuring how viral your content is.
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2. Driving sales and conversions
For e-commerce campaigns, it’s crucial to measure how effective your ad spend is. Custom metrics help you dig deeper into your return on investment (ROI).
Try these metrics:
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Link Clicks to Purchases Rate = (Purchases / Link Clicks) * 100
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Use case: this helps you track how many clicks actually lead to purchases. If the percentage is low, consider optimizing your landing page or ad copy to improve conversions.
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Cost per Sale = Total Spend / Total Purchases
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Use case: this shows how cost-effective your campaign is. If it’s too high, you might need to tweak your targeting or bidding strategies.
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If your sales or conversion rates are lower than expected, you might need to adjust your ad copy or targeting. For more tips on improving conversions, check out how to fix Facebook ads that aren’t converting.
3. Improving video ad engagement
Video ads are a great way to capture attention. Custom metrics can help you track how well your video is performing. Try creating these metrcis:
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Impressions to 3-Second Video Plays Rate = (3-Second Video Plays / Impressions) * 100
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Use case: this tracks how many people watch at least 3 seconds of your video. If engagement drops off early, try tweaking your video’s hook to make it more attention-grabbing.
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Cost per 95% Video Play = Total Spend / 95% Video Plays
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Use case: this metric tells you how much you're paying for users who watch 95% of your video. If the cost is high, you may need to adjust your targeting or video length.
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If you’re not getting the engagement you want, it might be worth revisiting your video’s hook. Learn more about how to capture attention quickly in this guide on hooking your target audience with Facebook ads.
4. Increasing website traffic
If your goal is to drive traffic to your website, custom metrics can help you track how effective your ads are at attracting quality visitors.
Here are some metrics to explore:
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Link Clicks to Landing Page Views Rate = (Landing Page Views / Link Clicks) * 100
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Use case: sometimes users click on your link but don’t load your landing page. This metric helps you see how many link clicks turn into actual website visits.
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Bounce Rate = (Users who leave without interacting / Total Visitors) * 100
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Use case: once visitors land on your site, you’ll want to track how many stay and engage with your content. A high bounce rate may suggest your landing page needs work.
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By using custom metrics tailored to your specific campaign goals, you can get a clearer picture of how well your ads are performing. These insights allow you to optimize your strategy and make data-driven decisions that drive better results.
Remember that these examples don't exhaust all the possibilities for custom metrics: you can create metrics for any type of goal you might have. Just make sure your formula is correct.
Best practices for custom metrics
To get the most out of your custom metrics, keep these best practices in mind:
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Align metrics with your goals: make sure your custom metrics are focused on what you want to achieve. Whether you're aiming for more conversions, higher engagement, or more website traffic, your metrics should help track those goals.
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Test and refine: start with a few simple metrics and adjust them as you learn more about your audience and reconfigure your goals. Don’t be afraid to experiment and fine-tune over time.
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Keep it simple: don’t overcomplicate things by tracking too many metrics. Focus on the ones that matter most and give you clear insights.
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Monitor regularly: custom metrics are most useful when you check them regularly. Monitor how your campaigns are doing and make changes when needed.
By following these best practices, you'll get the most out of your custom metrics and use them to improve your Facebook ad campaigns. Checking and updating your metrics regularly will help you stay on track and make smarter, data-driven decisions.
Final thoughts
Custom metrics are a game-changer for Facebook and Instagram advertisers who want more specific insights into their campaigns. By creating custom metrics that align with your business goals, you can track what really matters and improve your ad performance.
Start building your own custom metrics today — they’ll help you make smarter decisions and get better results from your ads.
