A Guide to Custom Metrics in Meta Ads Manager

To create custom metrics in Meta Ads Manager:

1. Click Customize Columns from the Columns dropdown menu.
2. If you have previously created custom metrics, they will appear at the top. If not, click the link next to the search bar to create a new custom metric.
3. Use the formula field to combine existing metrics using basic math knowledge.
4. Name your custom metric, select a format, add an optional description, and determine who can use it (only you or everyone with access to the business).
5. You can also try using popular formulas provided by Meta on the right-hand side.

To access custom metrics in Ads Reporting:

1. From the pivot table on the right, select the Metrics tab.
2. Scroll down to Custom Metrics.
3. Click the button to create a new custom metric. The process for creating a custom metric is the same whether you are in Ads Manager or Ads Reporting.

Common formula errors when creating custom metrics include:

• Using custom events with spaces in their names, which can break the formula.
• Basic math errors, such as dividing by zero.
• Not following the mathematical order of operations.
• Incorrect use of parentheses and symbols.

To fix these issues:

• Create a custom conversion mapped to the custom event.
• Avoid adding spaces in custom event names.
• Ensure all formulas follow a correct mathematical order and syntax.

Advertisers might use custom metrics for several reasons:

• When a needed metric is not available as a standard option.
• To combine existing metrics with mathematical formulas for more tailored insights.
• To simplify the interpretation of ad performance results.
• To measure performance based on metrics that are unique to the advertiser's specific needs.

Examples of custom metrics include:

• Impressions to 3-second video plays rate: Measures the percentage of impressions that result in at least a 3-second video play.
• Link clicks to landing page views rate: Indicates what percentage of link clicks lead to a loaded landing page.
• Video plays to link clicks rate: Shows the percentage of video views that result in link clicks.
• Link clicks to purchases rate: A way to measure the conversion rate by the percentage of link clicks that turn into purchases.
• Custom events-based metrics like 50% Scroll vs. Landing Page View and Website Engagement Score, which require custom events to measure specific actions on a website.