Facebook Tip!
3 custom metrics now for more meaningful Facebook Ads Reporting
Here’s how to set up custom metrics in Facebook, along with the simple formulas for the 3 most important metrics.
Step 1: In your ads manager, go to 'Columns: Performance' then, 'Customise Columns...'
![](https://cdn.prod.website-files.com/639bd8ece44ab92e7cad00f4/639bd8ece44ab92dfdad07ae_DiX4c-eUQ3ahv7IZtu-fu-X-s4MPKn1YBsydSfXzUilP3WjuTRbFwj-EG-niOJeIiHise2Q2bNxTkGBrXuLKM6Ue9Emyu6u4CMBEAFDJ5aFwKu12XdANYRk42Js0T5xY0WwjJs41.png)
Step 2: Click ‘Create Custom Metric’
![](https://cdn.prod.website-files.com/639bd8ece44ab92e7cad00f4/639bd8ece44ab92880ad07b0_o7wNDWBvhNorepIOCbPaMsF8Mx0o67cWMwiqBo9oAnLsu_nujk_DQKPXDTdoV9DYSOLidwbUjDAZmwj9qkY4SPlSBHXQ0j5jSdEjOHQL67cKNzB43k6uyTtX5NZuHFKfdQjla4f4.png)
Step 3: Enter the metric name, description, and formula
![](https://cdn.prod.website-files.com/639bd8ece44ab92e7cad00f4/639bd8ece44ab9c2a5ad07b1_A5eMss3ZXGGCwZA61YnNejLAFewQBBFLFBxeT5jkP6jb-aK1uPqfMaT7AT9DX8uBZINwa_pcoUBvsMP4juRSvbzndJPkV500dx__8Gb6AoruyGRiTAyvaMI4aKDtvdm68qoY06Qa.png)
Step 4: Click ‘Create Metric’ and your metric will be saved 👌🏼
3 most important formulas:
Earnings Per Click (EPC):
Why it matters: Just like a Profit and Loss statement, knowing how much a click earns will help you understand why driving down your costs (i.e. cost per click) will drive more profit.
Format: Currency
Formula: Purchase conversion value / Unique link clicks.
Average Order Value (AOV):
Why it matters: The more we can increase our average order value, the more profitable advertising becomes.
Format: Currency
Formula: Purchase conversion value / Purchases
Conversion Rate (CVR):
Why it matters: Knowing an ad’s conversion rate can help us optimize the same way knowing a landing page’s conversion rate.
Format: Percentage
Formula: Purchases / Unique link clicks
Finally, don’t forget to save your ideal dashboard as a preset so you don’t have to customize your columns every time.
🚀 A huge thank you to the Pilothouse team for this tip!