Without data, you’re just an idiot with an opinion.

If you want profitable Facebook ads, you need to obsess over the data.

Here are the key metrics you need to track and what it tells you.

1. CPM – not irrelevant by any means. It tells you how competitive the auction is and whether Facebook thinks your creative enhances their users’ experience on the platform. We can’t control CPM, but we can track it.
2. CTR (Click-Through Rate) – Think of it like a popularity contest. The higher the CTR, the more people are interested in your ad. It shows how many clicks your ad is getting per impression.
3. CPC (Cost Per Click) – This is the amount you’re paying for each click on your ad. Keep an eye on CPC to make sure your ad spend is staying within budget and delivering a good return on investment.
4. Outbound Click-Through Rate (OCTR) – This metric measures the clicks on links that take people away from Facebook to your landing page. A high OCTR means your ad is successfully driving traffic outside of Facebook.
5. Conversion Rate – This metric measures the effectiveness of your ad in getting people to take the desired action, like signing up for your email list or making a purchase. 
6. Cost per Lead (CPL) – This metric measures the cost of acquiring a lead, like someone signing up for your lead magnet. Keep an eye on CPL to make sure your funnel can operate profitably.
7. Cost per Acquisition (CPA) – This metric measures the cost of acquiring a customer. It helps you see the effectiveness of your campaigns in driving results and making sales. 
8. ROAS (Return on Ad Spend) – This metric helps you see if your Facebook ad is actually making you money. It compares the revenue generated from your ad to the cost of the ad, giving you a clear picture of profitability.
9. Relevance Score – This score is Facebook’s way of telling you how well your ad is resonating with your audience. A high score means your ad is relevant and valuable to users, leading to better ad delivery and lower costs.
10. Frequency – This metric shows you how many times a unique user has seen your ad. A high frequency can indicate that your audience is tiring and you may need to expand your targeting.
11. Lifetime Value – This metric measures the total value a customer brings to your business over their lifetime. It helps you see the long-term impact of your campaigns and determine if they’re worth the investment.