Short answer: The default view in Meta Ads Manager hides most of what you need to make decisions. Build a saved column preset with spend, results, cost per result, CPM, CTR, conversion rate and frequency, use breakdowns to see performance by age, placement, device and time, and create custom metrics such as hook rate. Then check the same view every week so you spot changes early.
Build a column preset
Click Columns, then Customise columns, select what you need and save as preset. A good starting set for eCommerce:
| Column | Why it matters |
|---|---|
| Amount spent | Budget used |
| Purchases and cost per purchase | The main result |
| Purchase ROAS | Revenue per unit of spend, as Meta sees it |
| CPM | Cost to reach people |
| CTR (link click through rate) | How well the ad earns clicks |
| Cost per link click | Combined effect of CPM and CTR |
| Landing page views | Clicks that loaded the page |
| Add to cart and checkout initiated | Funnel steps |
| Frequency | Signs of fatigue |
For lead generation, replace purchases with leads, cost per lead and any qualified lead events you send back from your CRM.
Use breakdowns
The Breakdown menu splits results by:
- Delivery: age, gender, country, region, placement, platform, device
- Time: day, week, month
- Action: conversion device and destination
Use breakdowns to understand, not to micro manage. For example, if Reels drives cheap clicks but few sales, improve the Reels creative or the landing page rather than removing the placement straight away. Small groups with few results are often noise.
Create custom metrics
Custom metrics let you build your own formulas. Useful ones:
- Hook rate: 3 second video plays divided by impressions
- Hold rate: ThruPlays divided by 3 second video plays
- Click to landing page rate: landing page views divided by link clicks, which shows if your page loads slowly
- Add to cart rate: adds to cart divided by landing page views
Compare periods and attribution
Use the date picker to compare periods, and Compare attribution settings to see how results change between click and view windows. Both help you understand changes before you react to them.
A weekly reporting routine
- Check spend, results and cost per result against the previous week.
- If cost per result moved, find the cause in CPM, CTR or conversion rate.
- Look at frequency and creative level results for fatigue.
- Check the funnel steps for drop offs.
- Write two or three actions for the week.
Frequently asked questions
How do I add columns in Meta Ads Manager?
What are breakdowns in Ads Manager?
What is a custom metric?
Should I turn off placements that look expensive?
How often should I review Meta Ads reports?
Who can set up clear reporting for my Meta Ads?
Want reports that lead to decisions?
I can set up Ads Manager views and a live dashboard for your business. See my Meta Ads management and Google Data Studio dashboards services, or request a free ads audit. Also read Facebook ads metrics that matter.