How Facebook Ads Benchmark Metrics are Calculated

In general, Varos pulls Facebook Ads benchmark metrics directly from the Facebook API, meaning that metrics are normalized across all accounts to ensure accurate benchmarks.

Here's how each one is calculated:

Metric	Definition
CPP - Cost Per Purchase	The average cost of each purchase. Attribution is 7 day click, 1 day view. Based on purchases pulled directly from Facebook. We define purchases as the total of: omni_purchase (7d click + 1d view) and offsite_conversion.fb_pixel_purchase (7d click + 1d view) events Amounts are normalized to $USD.
ROAS - Return on Ad Spend	The total Return On Ad Spend, which is your revenue divided by spend on Meta, as reported by Meta. To calculate revenue, we take the total dollar amount from purchases categorized as omni_purchase (7d click + 1d view) and offsite_conversion.fb_pixel_purchase (7d click + 1d view) events Amounts are normalized to $USD.
CPM - Cost Per MIlle	The avg cost per 1000 impressions as reported by Meta Amounts are normalized to $USD.
Link CTR - Link Click-through Rate	The percentage of users who saw your ad and clicked on it as reported by Meta Amounts are normalized to $USD.
CPC - Cost per click	The average cost per link click as reported by Meta Amounts are normalized to $USD.
Spend	Total spend for the period as reported by Meta Amounts are normalized to $USD.
Conversion Rate	It includes unique purchases within the attribution window 7 day click, 1 day view. We define purchases as the total of: omni_purchase (7d click + 1d view) and offsite_conversion.fb_pixel_purchase (7d click + 1d view) events
CPA (for SaaS) - Cost Per Action	Cost Per Action takes the following actions from Facebook (in order of priority): offsite_conversion.fb_pixel_complete_registration OR 2. offsite_conversion.fb_pixel_custom OR 3. offsite_conversion.fb_pixel_lead

Audience Filters

Audience filters allow you to filter both your data and the competitive data a specific audience type. For example, retargeting. Audience is determined on the ad set level.

If it's a custom lookalike audience, it counts as as lookalike.

if its custom audience but not lookalike, it counts as as retargeting

If not custom audience at all, it counts as prospecting