Result Metrics
Results and Cost per result are the two metrics that mean the right thing without you choosing a different metric for every campaign type.
A purchase campaign’s result is a purchase. A lead campaign’s result is a lead. A video campaign’s result is a ThruPlay. One column, one comparison, whatever the campaign was for.
There is no setting
You do not pick your result metric. It follows the ad set’s performance goal, which you chose when you created the ad set, and the number itself comes from Meta. Ads Manager shows the same figure.
That is the point. A result you could set by hand would be a number you chose, not a number the campaign earned. Hand-set result metrics would also make two campaigns impossible to compare.
To change what counts as a result, change what the ad set optimizes for. See Conversion Tracking and Attribution.
What maps to what
| The ad set optimizes for | The result is |
|---|---|
| Website conversions | The conversion event you chose, for example purchases |
| Value | Purchases |
| Lead generation, or quality leads | Leads |
| Link clicks | Link clicks |
| Landing page views | Landing page views |
| ThruPlay | ThruPlays |
| App installs | App installs |
| Page likes | Page likes |
| Post engagement | Post engagements |
| Conversations | Messaging conversations started |
| Impressions | Impressions |
Where you will see them
On the dashboard, ad set and ad level only. Results and Cost per result do not appear on the campaign row there. The AI Copilot reports them at every level and says “multiple” when a campaign mixes result types.
That is because a campaign can hold ad sets with different performance goals, and adding a purchase to a ThruPlay would produce a number that means nothing. Where the goals differ, look at the ad sets.
Add both to your KPI cards or table columns in Dashboard Settings.
Awareness campaigns show no result
Awareness goals, such as maximizing ad recall lift, show no result on purpose, and a note instead of a number.
Meta reports those as an estimated count of people, and you cannot add people up across days: the same person seen on Monday and Tuesday is one person, not two. Any multi-day total would overstate it, so Adsap shows the disclaimer rather than a wrong number.
This is the same reason the dashboard does not offer reach and frequency. The AI Copilot can fetch reach on demand for a single date range.
Cost per result
Spend divided by results. The single most useful number on the dashboard, because it survives a change in budget.
Spend going up is not bad news and results going up is not good news; cost per result going up is bad news. The recommendations compare an ad against its ad set on it, and automation rules call it the cost per conversion.
Attribution affects the number
How many conversions get counted depends on the attribution window set on the ad set. A longer window credits more results to the ads, which lowers cost per result without anything about the campaign changing.
Keep the window stable so the number stays comparable over time. See Conversion Tracking and Attribution.
Through the AI Copilot
Ask for performance and results are objective-aware there too, so “how did last week go” returns the right result type per campaign without you naming a metric.