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Glossary

Meta Ads metrics, defined.

10 terms Updated 20 August 2026

Metrics are the numbers an AdOps rule reads before it acts: ROAS, CPA, CPC, CPM, CTR, average order value, cost per lead, and the attribution window that decides which conversions count. Each term below carries one quotable definition, its formula where one exists, and how AdOps exposes it in the rule builder.

A condition picks one of these, pairs it with a reporting period, and compares it against a number.

Every metric term, alphabetically

AOV
Average order value (AOV) is the average revenue of one order, calculated by dividing total purchase revenue by the number of purchases recorded in the same period.
Attribution window
An attribution window is the period after someone clicks or views an ad during which a later conversion is still credited to that ad. It is configured on the ad set in Meta Ads Manager, and two different windows can report different ROAS for the same campaign.
Cost per lead CPL
Cost per lead is the average advertising cost of acquiring one lead, calculated by dividing ad spend by the number of leads recorded in the same period.
CPA
Cost per acquisition (CPA) is the average advertising cost of one conversion, calculated by dividing ad spend by the number of conversions recorded in the same period.
CPC
Cost per click (CPC) is the average amount paid for one click on an ad, calculated by dividing ad spend by the number of clicks recorded in the same period.
CPM
Cost per mille (CPM) is the cost of 1,000 ad impressions, calculated by dividing ad spend by impressions and multiplying the result by 1,000.
CTR
Click-through rate (CTR) is the share of ad impressions that produced a click, calculated by dividing clicks by impressions and expressing the result as a percentage. Meta reports it twice: once for every click on the ad, and separately for link clicks only.
Lookback period
A lookback period is the range of past days a reported metric is calculated over, such as the last 7 days or the current month; it decides which data forms the number, not which conversions are credited to the ad.
Purchase ROAS
Purchase ROAS is the return-on-ad-spend figure Meta reports for purchase conversions: the purchase conversion value Meta attributes to a set of ads, divided by the amount spent on those ads.
ROAS
Return on ad spend (ROAS) is the revenue attributed to a set of ads divided by the amount spent on those ads, expressed as a ratio such as 3.5x.
The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected. Sample data
Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators. Read the details

Browse by category

The other categories

The same glossary, sorted by what each term describes.

All glossary terms

Knowing the term is step one. Writing the rule is step two.

Every metric on this page is selectable in the AdOps rule builder, paired with a reporting period and compared against a number you choose. Start from a template and leave it in draft until the figures look right.

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Inside the product

What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works