> For the complete documentation index, see [llms.txt](https://docs.twoowls.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.twoowls.io/getting-started/simplify-your-analytics-with-facebook-ads-report/definition-of-facebook-ads-report-metrics.md).

# Definition of Facebook Ads report metrics

<table><thead><tr><th width="136">Metric</th><th width="347">Definition</th><th>Calculation</th><th data-hidden></th></tr></thead><tbody><tr><td>Impression</td><td>The number of times that your adverts were on-screen </td><td>Taken from FB</td><td></td></tr><tr><td>Clicks</td><td>A click is counted each time someone clicks on your advert in this campaign. The number of times your adverts were clicked</td><td>Taken from FB</td><td></td></tr><tr><td>Spending</td><td>The approximate total amount of money that you've spent on your campaign, ad set, or ad during its schedule </td><td>Taken from FB</td><td></td></tr><tr><td>CPC</td><td>Cost per click is cost you pay for each click on your ads.</td><td>CPC = Spending/Clicks</td><td></td></tr><tr><td>CPM</td><td>Cost per mile is cost you pay for each 1000 impressions.</td><td>CPM = (Spending/Impressions)*1000</td><td></td></tr><tr><td>CTR</td><td>A ratio shows how often people seeing your ad end up clicking it. Click-through rate (CTR) can be used to gauge how well your campaigns are performing</td><td>CTR = Clicks/Impression*100%</td><td></td></tr><tr><td>Orders </td><td>Number of orders/purchases from ads within the selected timeframe</td><td>Get from Omega</td><td></td></tr><tr><td>Total sales</td><td>Omega's total order value</td><td></td><td></td></tr><tr><td>CPA</td><td>Cost per action</td><td>CPA = Spending/Actions (purchase)</td><td></td></tr><tr><td>AOV </td><td>Average Order Value</td><td>AOV = Total sales/Orders</td><td></td></tr><tr><td>ROAS</td><td>Return on Ad Spend</td><td>ROAS = Total sales/Spending</td><td></td></tr><tr><td>Subtotal</td><td>Total value of all items in orders, excluding shipping and tax</td><td></td><td></td></tr><tr><td>Ad Profit</td><td>Ad Profit is the net income generated from your advertising efforts after accounting for key costs</td><td>Ad Profit = Subtotal - Product Cost - Ad Spend</td><td></td></tr><tr><td>POAS</td><td>A ratio that measures the profitability of your advertising campaigns relative to the amount spent on ads</td><td>POAS (Profit on Ad Spend) = Ad Profit / Ad Spend</td><td></td></tr></tbody></table>


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter:

```
GET https://docs.twoowls.io/getting-started/simplify-your-analytics-with-facebook-ads-report/definition-of-facebook-ads-report-metrics.md?ask=<question>&goal=<endgoal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.