{"id":639319,"date":"2024-09-23T16:00:00","date_gmt":"2024-09-23T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/"},"modified":"2024-09-23T16:00:00","modified_gmt":"2024-09-23T13:00:00","slug":"6-advanced-yet-missing-meta-ads-kpis-to-track-success","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/","title":{"rendered":"#6 advanced (yet missing) Meta Ads KPIs to track success"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a38d4e1ad75f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a38d4e1ad75f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/#Tracking_only_basic_KPIs_for_Meta_Ads_Uncover_six_advanced_metrics_to_help_you_optimize_audience_reach_engagement_and_conversions\" >Tracking only basic KPIs for Meta Ads? Uncover six advanced metrics to help you optimize audience reach, engagement and conversions.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/#1_Awareness_KPI_Net_new_reach\" >1. Awareness KPI: Net new reach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/#2%E2%80%933_Engagement_KPIs_Hook_and_retention_rates\" >2\u20133. Engagement KPIs: Hook and retention rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/#4_Traffic_KPI_Quality_visit_rate\" >4. Traffic KPI: Quality visit rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/#5-6_Performance_KPI_Lifetime_value_and_benefits\" >5-6. Performance KPI: Lifetime value and benefits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/6-advanced-yet-missing-meta-ads-kpis-to-track-success\/#KPIs_to_elevate_your_Meta_Ads_strategy\" >KPIs to elevate your Meta Ads strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Tracking_only_basic_KPIs_for_Meta_Ads_Uncover_six_advanced_metrics_to_help_you_optimize_audience_reach_engagement_and_conversions\"><\/span>Tracking only basic KPIs for Meta Ads? Uncover six advanced metrics to help you optimize audience reach, engagement and conversions.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nMeta Ads provides a solid foundation of basic metrics like ROAS and conversion rate, but savvy marketers know that true optimization lies in the details.<\/p>\n<p>Are your clicks translating into quality visits? Is your audience reach expanding or stagnating? These questions demand more nuanced data.<\/p>\n<p>Below are six advanced key performance indicators (KPIs) that Meta Ads doesn\u2019t readily offer out of the box but which can dramatically elevate your paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> strategy.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-awareness-kpi-net-new-reach\"><span class=\"ez-toc-section\" id=\"1_Awareness_KPI_Net_new_reach\"><\/span>1. Awareness KPI: Net new reach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The first missing KPI to add to your Meta Ads strategy should focus on audience reach and saturation. <\/p>\n<p>The key question: Is your top-of-funnel <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach attracting people unfamiliar with your brand?<\/p>\n<p>This is crucial for most businesses, especially B2B accounts with longer sales cycles. <\/p>\n<p>Without fresh prospects, you risk depleting your funnel by repeatedly targeting the same audience, leading to diminishing returns.<\/p>\n<p>To answer this question, you will want to tweak how Meta Ads shows your data. <\/p>\n<p>Let\u2019s start with frequency. It\u2019s the average number of times each user saw your ad. The formula is:<\/p>\n<ul class=\"wp-block-list\">\n<li><em>Frequency = Impressions \/ Reach<\/em><\/li>\n<\/ul>\n<p>Frequency is a powerful KPI for tracking audience saturation, but it comes with two major caveats:<\/p>\n<ul class=\"wp-block-list\">\n<li>Frequency is an average. And just like every average metric, it hides discrepancies that can destroy your campaign results. This means you always need to implement frequency caps. Unfortunately, Meta Ads does not always offer such options and you will need to contort your campaign settings to prevent such issues. But that\u2019s a topic for another article.<\/li>\n<li>It\u2019s bound to a predefined time frame. So you need to break it down to understand its full story:\n<ul class=\"wp-block-list\">\n<li>Last 3 or 7 days for an immediate snapshot.<\/li>\n<li>Last 14 or 30 days for your audience\u2019s recent experience.<\/li>\n<li>Last 90 or 180 days to get a smoothed-out perspective.<\/li>\n<li>Etc.\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>This means Meta Ads could easily improve Ads Manager by providing frequency columns with such default time frames. But you have to manually do it. Or do you?<\/p>\n<p>Meta Ads offers an alternate metric called \u201cfrequency (cumulative).\u201d However, it\u2019s not available as a column in Ads Manager: you can only get it if you hover over a campaign (ad set or ad) and click on \u201cview charts\u201d and then \u201ccustomize.\u201d<\/p>\n<p>Here is an example of a retargeting campaign with a budget that\u2019s probably too big for a relatively small audience:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"627\" alt=\"Retargeting campaign - Frequency\" class=\"wp-image-446815\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-600x235.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-800x314.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-200x78.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-768x301.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-1536x602.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"627\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency.png.webp\" alt=\"Retargeting campaign - Frequency\" class=\"wp-image-446815\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-600x235.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-800x314.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-200x78.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-768x301.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-1536x602.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Looking at frequency over time, it looks OK. We\u2019re reaching unique users about once a day.\u00a0<\/p>\n<p>However, the overall number should trigger some questions: why is it so high (17 impressions in about a month)? If we switch to frequency (cumulative), this is what we see:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"632\" alt=\"Retargeting campaign - Frequency (cumulative)\" class=\"wp-image-446817\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-600x237.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-800x316.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-200x79.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-768x303.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-1536x607.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"632\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative.png.webp\" alt=\"Retargeting campaign - Frequency (cumulative)\" class=\"wp-image-446817\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-600x237.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-800x316.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-200x79.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-768x303.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Retargeting-campaign-Frequency-cumulative-1536x607.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>You never want to see such a frequency (cumulative) curve in most scenarios because:<\/p>\n<ul class=\"wp-block-list\">\n<li>You don\u2019t want to tap into the same audience indefinitely, resulting in a dried-up top-of-funnel.<\/li>\n<li>You want to anticipate such a scenario and avoid reactive behavior. That way, you avoid seeing performance go up and down and up and down again.<\/li>\n<\/ul>\n<p>The question is: how?\u00a0<\/p>\n<p>Unfortunately, Meta Ads does not provide an easy way to do this: frequency (cumulative) sits at the campaign level only, and its sister KPI, reach (cumulative), too.<\/p>\n<p>Also, it can\u2019t be found in the regular data exports (API, Ads Report, etc.).<\/p>\n<p>You\u2019ll need to create a custom KPI called net new reach to accomplish this. Here\u2019s the formula:<\/p>\n<p><em>Net New Reach = Reach(s\u2192y) \u2013 Reach(s\u2192m)<\/em><\/p>\n<p>With:<\/p>\n<ul class=\"wp-block-list\">\n<li>Reach(s<em>\u2192<\/em>y) being Reach from your start date (\u201cs\u201d) to yesterday (\u201cy\u201d)<\/li>\n<li>Reach(s<em>\u2192<\/em>m) being Reach from your start date to a middle point in time (\u201cm\u201d)<\/li>\n<\/ul>\n<p>This lets you know how many new users you reached who were <strong>not<\/strong> exposed to your ads before \u201cm.\u201d net new reach has two advantages:<\/p>\n<ul class=\"wp-block-list\">\n<li>Unlike frequency (cumulative), it adapts to your granularity needs up to the account level. You can export its root component (Reach) relatively easily through the API, the user interface, etc.<\/li>\n<li>It shows your latest net new reach, which allows for anticipation. If it falls week over week (for example), you know you want to act to avoid saturating your audience<\/li>\n<\/ul>\n<p>Now, there\u2019s still one caveat with net new reach. You need to make it a recurring exercise (weekly?) and build a nice table out of that to make it digestible. Fortunately, since it\u2019s recurring, it means it\u2019s automateable.<\/p>\n<p>I suggest exporting Reach(s<em>\u2192<\/em>y) weekly to your database of choice and running a script to subtract Reach(s<em>\u2192<\/em>y) from the previous week\u2019s Reach (s<em>\u2192<\/em>y) (that is, Reach(s<em>\u2192<\/em>m), from the perspective of that new week). <\/p>\n<p>That way, you will end up with a table like the one below, with \u201cs\u201d being your start date and \u201cy\u201d being yesterday, the date of the data pull.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1538\" height=\"872\" alt=\"Net new reach formula\" class=\"wp-image-446813\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table.png.webp 1538w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-596x338.png.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-800x454.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-768x435.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-1536x871.png 1536w\" data-lazy-sizes=\"(max-width: 1538px) 100vw, 1538px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1538\" height=\"872\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table.png.webp\" alt=\"Net new reach formula\" class=\"wp-image-446813\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table.png.webp 1538w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-596x338.png.webp 596w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-800x454.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-768x435.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Net-new-reach-table-1536x871.png 1536w\" sizes=\"auto, (max-width: 1538px) 100vw, 1538px\"><\/figure>\n<\/div>\n<p>Once that table is ready, you only need to graph net new reach and\/or analyze it weekly to know whether you have a top-of-funnel saturation challenge.\u00a0<\/p>\n<p>In the table above, since the net new reach is much lower than reach (s\u2192y), it indicates that we\u2019re not bringing in enough new users to our top-of-funnel tactics and\/or have a disproportionate budget compared to our audience size.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>B2B audience targeting: Meta Ads as an alternative to LinkedIn<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-3-engagement-kpis-hook-and-retention-rates\"><span class=\"ez-toc-section\" id=\"2%E2%80%933_Engagement_KPIs_Hook_and_retention_rates\"><\/span>2\u20133. Engagement KPIs: Hook and retention rates<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Another area where Meta Ads could do better is the engagement stage of the funnel.<\/p>\n<p>If you ask me, when it comes to engagement, the most important goal is to catch users\u2019 attention in a crowded feed or string of Stories and Reels. What they do next (from leaving a comment to purchasing) is up to the next stages of the funnel.<\/p>\n<p>When your ad is catchy enough, it gives you a chance to:<\/p>\n<ul class=\"wp-block-list\">\n<li>Deliver your message.<\/li>\n<li>Push your audience to complete the action you want them to take.<\/li>\n<\/ul>\n<p>These two items can be calculated very easily using Meta Ads\u2019 custom metrics:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Hook rate<\/strong>: Determine if your ad is catchy enough to stop users from scrolling and grab their attention.\n<ul class=\"wp-block-list\">\n<li>Formula:\n<ul class=\"wp-block-list\">\n<li><em>Hook Rate = 3-second video plays \/ Video plays<\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Retention rate<\/strong>: Check if your ad is well-crafted to deliver its message and encourage users to act (though this mainly ties into CTR and conversion rates).\n<ul class=\"wp-block-list\">\n<li>Formula:\n<ul class=\"wp-block-list\">\n<li><em>Retention Rate = ThruPlays \/ 3-second video plays<\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Using these two metrics, you can determine whether to improve your ad\u2019s hook or body. This will help you create better-performing assets at a lower cost since you\u2019d only need to adjust one part.<\/p>\n<p>However, Meta Ads doesn\u2019t offer the same depth of raw KPIs for images as for videos, which is unfortunate. Despite using it internally, a metric like dwell time could easily resolve this issue, but Meta Ads has yet to make it available to advertisers.<\/p>\n<p>In the meantime, I don\u2019t see a solution other than using CTR to determine whether an image engages well.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-4-traffic-kpi-quality-visit-rate\"><span class=\"ez-toc-section\" id=\"4_Traffic_KPI_Quality_visit_rate\"><\/span>4. Traffic KPI: Quality visit rate<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Like the engagement stage, the traffic stage of the funnel could benefit from additional KPIs.\u00a0<\/p>\n<p>Once your ad grabs users\u2019 attention, the goal is to prompt them to take action. While Meta Ads provides various click-based KPIs to measure this, they tend to be fairly shallow.<\/p>\n<p>Meta Ads doesn\u2019t tell you whether that click was valuable: Did those users bounce? Did they consume your content in-depth?\u00a0<\/p>\n<p>You will not know unless you have enough typical conversions (purchases, leads, etc.).\u00a0<\/p>\n<p>In those cases, how do you assess performance? The good <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> is that you have everything you need to do so, and easily!\u00a0<\/p>\n<p>Your first goal should be to define what is a quality visit. One way to look at this is to consider users who, once they reached your website, did one or more of the following actions:<\/p>\n<ul class=\"wp-block-list\">\n<li>Visited at least two pages.<\/li>\n<li>Scrolled all the way down to the bottom of your landing page.<\/li>\n<li>Spent more than 30 seconds on your landing page.<\/li>\n<li>Played a video on your landing page.<\/li>\n<\/ul>\n<p>With these simple triggers, you can set up a custom conversion in Meta Ads. This allows you to optimize your campaigns with the new KPI and evaluate your landing page\u2019s performance using the quality visit rate.<\/p>\n<p>Here\u2019s the formula:<\/p>\n<ul class=\"wp-block-list\">\n<li><em>Quality Visit Rate = Quality Visits \/ Landing Page Views<\/em><\/li>\n<\/ul>\n<p>I recommend using landing page views to filter out clicks that weren\u2019t tracked due to issues like cookie consent or ad blockers. This way, you\u2019ll have a reliable KPI for your analysis.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>3 powerful micro-conversion strategies for paid social<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-5-6-performance-kpi-lifetime-value-and-benefits\"><span class=\"ez-toc-section\" id=\"5-6_Performance_KPI_Lifetime_value_and_benefits\"><\/span>5-6. Performance KPI: Lifetime value and benefits<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While those KPIs may seem like a stretch since you typically need an analytics or CRM solution to access that data, it\u2019s disappointing that Meta Ads doesn\u2019t fully leverage its integrations with tools like GA4, HubSpot and Salesforce to showcase its true business value.<\/p>\n<p>Still, I believe every PPC should periodically review these metrics. Here are the formulas you need to calculate:<\/p>\n<ul class=\"wp-block-list\">\n<li><em>Lifetime Value (LTV) =\u00a0 average order value x total transactions \/ unique customers<\/em><\/li>\n<li><em>Lifetime Benefits (LTB) =\u00a0 LTV x profit margin<\/em><\/li>\n<\/ul>\n<p>I wrote an entire article on this exact topic, so feel free to check it out and dive deeper into LTV. <\/p>\n<h2 class=\"wp-block-heading\" id=\"h-kpis-to-elevate-your-meta-ads-strategy\"><span class=\"ez-toc-section\" id=\"KPIs_to_elevate_your_Meta_Ads_strategy\"><\/span>KPIs to elevate your Meta Ads strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Meta Ads offers a robust set of KPIs for campaign management, but advancing your measurement and optimization capabilities requires the creation of more sophisticated metrics.<\/p>\n<p>KPIs such as net new reach, hook rate, retention rate, and quality visit rate, along with more complex metrics like lifetime value, provide deeper insights into campaign effectiveness, allowing for more informed decision-making beyond just ROAS or conversion rates.<\/p>\n<p>Hopefully, Meta will recognize the value of integrating these metrics directly into Ads Manager. In the meantime, savvy PPCs can leverage these advanced KPIs to stay ahead of the competition.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Here\u2019s why PPC now looks more like paid social and what it means<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"R\u00e9mi Kerhoas\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Remi-Kerhoas.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Remi-Kerhoas.jpeg.webp\" alt=\"R\u00e9mi Kerhoas\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>R\u00e9mi Kerhoas<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/remikerhoas\/?locale=en_US\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        R\u00e9mi is an internationally recognized digital marketing expert with over 15 years of experience. In 2019, he co-founded <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.quantads.fr\/\">Quantads<\/a>, a leading EU-based data marketing agency delivering impactful results for enterprise and SMB clients. Before that, he successfully directed teams and grew ad accounts such as Uber, Salomon and Asana to name a few.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/meta-ads-advanced-kpis-track-success-446811\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tracking only basic KPIs for Meta Ads? Uncover six advanced metrics to help you optimize audience reach, engagement and conversions. Meta Ads provides a solid foundation of basic metrics like ROAS and conversion rate, but savvy marketers know that true optimization lies in the details. Are your clicks translating into quality visits? Is your audience&#8230;<\/p>\n","protected":false},"author":1,"featured_media":639320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/6-advanced-yet-missing-KPIs-to-track-Meta-Ads-success.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-639319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/639319","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=639319"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/639319\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/639320"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=639319"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=639319"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=639319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}