Instagram ad results
The Results tab shows how your campaigns did over 7, 28 or 90 days, or Custom dates (up to a year, ending today or earlier).
All figures are Meta's own, in your ad account's currency, counted in your ad account's time zone; the page says which. Updated says when your store last fetched them from Meta.
The figures
| Figure | What it is |
|---|---|
| Spent | What Meta charged for the ads. |
| Reach | People who saw an ad at least once. People can't be added up across days, so for a range of more than one day the tile says Reach is counted per day and the chart shows each day's. |
| Impressions | Times an ad was shown. |
| Clicks | Taps through to your store. |
| CTR | Clicks as a share of impressions. |
| Cost per click | Spent divided by clicks. |
| Purchases | Purchases Meta connects to the ads (needs the Meta pixel). |
| Purchase value | The value of those purchases. |
| Return on ad spend | Purchase value divided by spent: 3× means three times what you spent. |
Choose a figure's tile to chart it by day. Table lists every figure for every day. A dash means Meta had no figure for it.
By campaign lists each campaign's spent, purchases and return on ad spend for the range; choose a column heading to sort, and a name to open the campaign. Each campaign's own page has the same results for that campaign.
Sales your store recorded
Meta's purchases can differ from your own orders. When the Instagram Feed module is on, Sales from Instagram opens Instagram Feed → Analytics, which shows the visits, orders and revenue your own store recorded from Instagram links.