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Creating Post-Click Custom Metrics in Meta Ads Manager

Metric Summary

The goal of this article is to show how to create custom reporting columns to most accurately look at post-click funnel metrics in Meta ads.

Meta has a whole host of click metrics to look at that are primarily concerned with ad engagement which have little impact on the post click side of things.

Using Black Crow's post click Storefront analytics or another tool that helps you judge post click KPIs should be your source of truth when iterating on post click experiences. 

While we don’t recommend solely evaluating the post click experience directly in Meta, there are custom metrics that can be created to better understand your customer journey. Use the following metrics to understand where in your funnel things are going well and where optimizations may be needed:

  1. Outbound CTR
  2. Page views per click
  3. Add to Cart Rate
  4. Checkout Rate
  5. Conversion Rate

Why Use Outbound Clicks in the Calculations?

Meta has many click metrics, the default being Clicks (all). The issue with this metric when judging your landing page performance is that it includes on-Meta clicks such as liking, commenting, clicking the profile, expanding ad images etc... Outbound Clicks only counts users who exited Meta services.

Further reading from Meta

Outbound CTR

This is a Meta created metric. Simply search and select Outbound CTR for your reporting columns

Page views per click

1. Navigate to your Meta Ads Account

2. Select "Columns"

3. Select "Customize columns"

4. Select "Custom"

5. Select "Create custom metric"

6. Search for and select "Landing page views"

7. Select the division symbol or type "/"

8. Search for and select "Outbound Clicks"

9. Name metric "Page views per Click" and ensure everyone has access to the metric

10. Select "Create and add another"

You will now repeat this process for the remaining custom metrics using the following information.

Add to Cart Rate

Formula: Add to Carts ÷ Outbound Clicks
Format: Percentage
Name your metric: ATC Rate

Access: Everyone with Access to this Business

Checkout Rate

Formula: Checkouts Initiated ÷ Outbound Clicks
Format: Percentage
Name your metric: Checkout Rate

Access: Everyone with Access to this Business

Conversion Rate

Formula: Website Purchases ÷ Outbound Clicks
Format: Percentage
Name your metric: Conversion Rate

Access: Everyone with Access to this Business

Saving Column Presets

After creating your metrics, select and save them as a column preset so you don't have to select them each time you navigate to the account.

1. Select "Columns"

2. Select "Customize columns"

3. Remove all metrics

4. Search and select the metrics you created and order them similar to the below to recreate the customer journey.

  1. Amount spent
  2. Outbound CTR
  3. Page views per Click
  4. ATC Rate
  5. Checkout Rate
  6. Conversion Rate

5. Select "Save as column preset" and name your preset "Post Click Performance"

6. Select your preset column by selecting "View your column presets" in the "Column" drop down menu

 

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