How to read your statistics
What impressions, reach, clicks, CTR and conversions mean, how to choose a period and what the numbers are compared with.
Updated October 18, 20261 min read
Overall numbers are on “Home”, and a campaign’s numbers are on its “Overview” tab.
Period
Choose “Last 7 days”, “Last 30 days”, “Last 90 days” or “Custom dates” (up to 366 days). The numbers are compared with the previous period of the same length.
Metrics
Impressions: how many times the ad was shown.
Reach: how many different people saw it.
Clicks: how many times it was clicked.
CTR: the share of impressions that ended in a click.
Conversions: how many times people took the target action after a click.
Conversion rate: the share of clicks that ended in a conversion.
Charts
“Home” has “Reach by channel” for the last 12 months. A campaign’s “Overview” tab has “Campaign performance” and “Conversions by age”.
If there are no numbers
If there were no impressions in the chosen period, the dashboard offers “Show last 90 days”. If that is empty too, check the campaign status: see “Campaign is not spending its budget”.
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