Facebook Ads report
Track spend, leads, cost per lead and resulting sales from your Facebook and Instagram ads on one screen.
4 min read
The Facebook Ads report combines the spend in your Meta ad account with the leads, appointments and sales in the panel. Ads Manager tells you how many forms were filled in; this report shows how many of them turned into viewings, offers and completed deals.
If your assistant runs outbound calls, the report shows one more thing: what calling a lead within seconds does to the result.
Before you start
- Facebook must be connected, with access to your ad account granted during the connection: Connecting Facebook and Instagram.
- If you use lead forms, make sure they flow into the panel: Facebook and Instagram lead forms.
- The person who connected must be able to see the ad account in Meta.
Opening and reading the report
- Open Reporting → Facebook Ads and pick the right ad account at the top right.
- Choose a date range — "last 7 days" for weekly reviews, "last 30 days" for budget decisions.
- Look at the summary metrics: spend, impressions, clicks, leads, CPL and sales.
- Compare campaigns in the table. Click a campaign to drill down to ad set and ad level.
What the metrics mean
| Metric | Meaning |
|---|---|
| Amount spent | What you spent on ads in the selected period. |
| Impressions / Clicks | How many times the ad was shown and clicked. |
| Leads | Contacts from this campaign recorded as opportunities in the panel. |
| CPL (cost per lead) | Spend ÷ leads. |
| Sales | Opportunities from this campaign marked Won. |
| Revenue / ROI | The value entered on Won opportunities, and return on spend. |
Important
Leads, Sales and Revenue are calculated from opportunities in the panel, not from Meta. If your team doesn't mark closed deals "Won" or enter a value, these columns stay at zero. See Stages and status.
How speed shows up in the report
- With an outbound campaign on, the assistant calls a new lead who has given consent within seconds, qualifies them and books an appointment where it fits. See Outbound campaigns.
- The appointment goes into the calendar and the opportunity moves to Appointment booked.
- When the deal completes, the agent marks the opportunity Won and enters the value; the sale is credited to the campaign in this report.
Compare the same campaign in the months before and after the assistant went live. Even if CPL doesn't change, cost per appointment and per sale usually fall, because leads are called before they go cold. The method: Speed to lead.
Adding URL parameters to ads
For ads that send traffic to your website, URL parameters let the panel tell which campaign a lead came from. You set this in Meta Ads Manager. Lead form ads don't need it — the source comes through the connection.
- Edit the ad, open Build a URL parameter under Tracking and enter: Campaign source
fb_ad, Campaign medium{{adset.name}}, Campaign name{{campaign.name}}, Campaign content{{ad.name}}. Also addcampaign_id={{campaign.id}}. - Click Apply and publish the ad. Parameters only work while the ad is live.
Tip
Put the area and purpose in campaign names (e.g. Atasehir_Proje_LeadForm, Degerleme_Ucretsiz for free valuations). You'll see at a glance which development or service is working. Don't rename them once live.
Example
The Atasehir_Proje_LeadForm campaign runs at 96 leads and 2 sales; Kadikoy_Satilik_3plus1 brings fewer leads at a higher cost per lead and has produced one sale. Decision: keep Ataşehir running and test a new creative for Kadıköy. The free valuation campaign is tracked separately, because on the seller side it brings instructions, not sales: Seller and valuation pipeline.
Common issues
Spend but zero leads. URL parameters may be missing, the lead form connection may not be set up, or opportunities aren't being created for leads.
The ad account isn't listed. Ad account permission wasn't granted when connecting. Reconnect: Integration troubleshooting.
Spend differs from Meta. Check the time zone and date range; data can arrive a few hours late.
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