Datadrew pulls a comprehensive set of metrics from your Facebook (Meta) Ads account. This article explains what each metric means, how Datadrew calculates it, and why it matters for your e-commerce business.
Core performance metrics
Metric | Definition | Why It Matters |
Spend | Total amount spent on your ads in the selected period, in your ad account's currency. | Your baseline for calculating efficiency metrics like ROAS and CPC. Track this to manage your advertising budget. |
Impressions | The number of times your ads were displayed on screen. | Measures your ad reach. A high impression count with low clicks may indicate creative fatigue or poor targeting. |
Clicks | Total clicks on your ad, including all click types (link clicks, post reactions, comments, shares). | Broad engagement indicator. For traffic analysis, focus on Link Clicks instead. |
Link Clicks | Clicks that direct people to your website or app (a subset of total Clicks). | The most relevant click metric for e-commerce. Tells you how many people actually visited your store from an ad. |
CTR (Click-Through Rate) | Link Clicks divided by Impressions, expressed as a percentage. | Measures how compelling your ad creative and copy are. A higher CTR means your ads resonate with your audience. |
CPC (Cost Per Click) | Spend divided by Link Clicks. | Tells you how much you pay for each website visit. Compare across campaigns to find your most cost-efficient traffic sources. |
Conversion metrics
Metric | Definition | Why It Matters |
Purchases | The number of purchase events attributed to your ads by Facebook's conversion tracking. | Your primary conversion metric. Directly tied to revenue generated from advertising. |
ROAS (Return on Ad Spend) | Purchase conversion value divided by Spend. | The single most important efficiency metric. A ROAS of 3.0 means you earned $3 for every $1 spent. Compare this with your blended ROAS across all channels. |
Cost per Purchase | Spend divided by the number of Purchases. | Your customer acquisition cost from Facebook Ads. Use this to evaluate whether your campaigns are profitable given your average order value. |
Funnel metrics
Metric | Definition | Why It Matters |
Landing Page Views | The number of times a person loaded your website after clicking your ad. Requires the Facebook Pixel. | More accurate than Link Clicks because it counts only visits where the page actually loaded. A big gap between Link Clicks and Landing Page Views may signal slow page load times. |
Add to Cart | The number of add-to-cart events attributed to your ads. | Measures purchase intent. A high add-to-cart rate with low purchases suggests checkout friction. |
Initiate Checkout | The number of checkout-initiated events attributed to your ads. | The final step before purchase. Monitor the drop-off between Initiate Checkout and Purchase to identify conversion barriers. |
How Datadrew uses these metrics
Ads dashboard -- Displays all metrics above with daily trends, campaign-level breakdowns, and period-over-period comparisons.
Blended Metrics -- Combines Facebook Ads spend and ROAS with Google Ads data to show your total marketing efficiency.
Hourly Performance -- Shows spend, impressions, and clicks broken down by hour of day, helping you identify peak performance windows.
Drew AI -- Can query any of these metrics in natural language. Ask things like "What was my Facebook ROAS last week?" or "Which campaign had the lowest CPC this month?"
Attribution and data freshness
Facebook Ads metrics use Facebook's own attribution model (default 7-day click, 1-day view). Conversion data may be adjusted for up to 7 days after the initial report as Facebook finalizes attribution. Datadrew's incremental syncs capture these adjustments automatically.
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