“The bid cap simply means that advertisers can control the amount of money they’re willing to spend on Facebook auctions for people to see their ad.

Glue Up’s Manzar Mashhood frames their explanation of cost cap and bid cap with these factors: They were also the overarching theme for many of the answers survey respondents gave us. These competing interests probably come to mind first when you learn how cost cap and bid cap work. We’ve made this easier by building a plug-and-play Facebook Ads dashboard that takes your data and automatically visualizes the right metrics to give you an in-depth analysis of your ad performance. It’s also a bit time-consuming to combine all the metrics you need in one view. Tracking these metrics in Facebook Ads Manager can be overwhelming since the tool is not easy to navigate and the visualizations are quite limiting.

Amount spent: Tracking the estimated amount of money you’ve spent on your campaigns, ad set or individual ad will show you if you staying within your budget and which campaigns are the most cost-effective.

Impressions: A high number of impressions indicates that your ad is well optimized for the platform and your audience.

Ad frequency: How often are people seeing your ads in their news feed? Again, this could signal larger issues with targeting, competition, ad quality, and more.

Either way, it’s important to track and make adjustments when needed. Also, if your impressions are low, your targeting could be too narrow.

Cost per thousand impressions (CPM): If your ad impressions are low, it’s a good bet everything else (CPC, overall costs, etc.) will be higher.

Cost per click (CPC): How much are you paying for each click from your ad campaign? CPC is one of the most commonly tracked metrics, and for good reason, as if this is high, it’s more likely your overall return on investment will be lower.

Here are a few we’d recommend focusing on. Want to make sure your Facebook ads are performing and trending in the right direction? There are several types of metrics you should track, from costs to campaign engagement to ad-level engagement, and so on.

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