Reading your campaign results

A campaign's screen shows how it is doing: impressions (how many times the ad was shown), reach (how many different people saw it — a count, never who they were), clicks, and the click-through rate. Everything is totals; you never see individual viewers.

A low click-through rate on many impressions means people are seeing the ad and passing it by — a sign to improve the creative or the audience, not to spend more.

You also see recent delivery, what you have spent so far and what is left of the budget, and a day-by-day chart — so a slowdown shows up as a shape rather than a number you have to remember.

The placement breakdown shows delivery per placement — home feed, Marketplace, Jobs, reels — which is how you find out where your clicks actually come from.

If you delivered the ad as a post, its likes, comments and shares are counted too. A standard ad shows zero for those because there is nothing to engage with.

The spend shown on the campaign and the ad charges in your wallet history are the same thing. The Ads Manager's front screen also rolls every campaign into one account-wide view — use it to judge your advertising as a whole, and the campaign screens to judge each ad.