Analytics and funnel: from CPC to cost per purchase
What each step costs you, step by step.
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In short
Published · updated
- The dashboard exposes more than 35 metrics, from spend to ROAS by way of ThruPlays and cost per lead.
- Four KPI cards are customizable, each with its own metric selector, saved per user.
- The cost funnel tracks four steps: CPC at the click, CPATC at add to cart, CPIC at checkout, CPP at purchase.
- Cascading filters for campaigns, ad sets and ads are stored in the URL, which makes any filtered view shareable.
- Granularity adapts automatically to the selected period, from hourly to monthly.
An average ROAS does not tell you where the money is lost. The dashboard gives you the state, the funnel gives you the place.
The dashboard
The period picker covers today, yesterday, this week, the last 7 days, this month, last month and any custom range. Granularity follows automatically, from hourly to monthly.
Four KPI cards, each with its own metric selector, saved for your account. A combo chart, bars plus a smoothed line on dual axes, compares two metrics of your choosing.
More than 35 metrics are available, in families:
- Delivery: spend, impressions, clicks, CTR, CPM, CPC, reach, frequency, unique clicks, link and outbound clicks
- Conversion: purchases, add to cart, checkouts, landing page views, leads, cost per lead
- Value: purchase value, ROAS, cost per purchase, per add to cart, per checkout
- Video: views, ThruPlays, cost per ThruPlay, completion at 25, 50, 75 and 100%
- Activity: active ads, and creatives launched via Apogee
The cost funnel
Filters cascade from campaigns to ad sets then ads, multi-select, and live in the URL.
At the top, three numbers: overall conversion, total spend, ROAS. Below, four cost steps with their volumes and drop-off percentage.
| Step | Metric |
|---|---|
| Click | CPC |
| Add to cart | CPATC |
| Checkout | CPIC |
| Purchase | CPP |
A cost-per-action chart over time, with a tab per step, completes the picture with conversion rates between steps, click to add to cart, add to checkout, checkout to purchase.
Good to know
This data comes from Meta and follows its attribution rules. It will not match a site-side tool, and trying to reconcile the two is a waste of time: they do not measure the same thing.
The funnel locates the drop-off, it does not explain it. A collapse at checkout can come from shipping costs as easily as from the payment flow, and neither appears in Meta.
Analytics is included from the Starter plan.
For a creative sent to Snapchat or TikTok by the Bridge, the numbers of all three platforms are summed in the cross-platform stats.
Other features
All features- Comment analysis Your ad comments turned into strategic material.
- Autopilot An agent that reads your account, analyzes it, and acts once you agree.
- Creative Studio Produce statics, then decide which ones deserve budget.
- Agency workspace Several media buyers, several accounts, one invoice.
- Bulk upload Meta Ads From raw files to live ads, in a single pass.
- Multi-platform Three ad platforms, one workflow, one creative tracked end to end.
- Bulk upload TikTok Ads Your video files become TikTok ads, no spreadsheet.
- Bulk upload Snapchat Ads Your 9:16 videos become Snapchat ads, ad squad by ad squad.
- Bridge An ad live on one platform goes live on another, with its video; copy, CTA and tracking rewritten for the destination platform.
- Cross-platform stats One creative's performance on each platform, summed then expanded.
- AI naming detection Your naming convention, recognized and applied on its own.
- Testing structures How your creatives are grouped, decided in one card.
- Bulk configuration One configuration set once, propagated across the batch.
- Copywriting Agent Copy written from what the creative actually says.
- Advantage+ controls Eleven toggles, all off by default.
- Duplicate by City A list of cities in, that many localized ad sets out.
Frequently asked questions
Another question? Ask MathieuDoes Apogee analytics replace Google Analytics?
No. These numbers come from Meta and describe what Meta measures and attributes. A site-side analytics tool answers different questions and will not show the same numbers, which is normal.
Can I share a filtered Meta Ads report with my client?
Yes. Filters live in the URL: the page your contact opens carries exactly the same selection of campaigns, ad sets and ads.
What does the cost funnel show that nothing else does?
The drop-off. Volumes and loss percentages at each step locate the problem: a decent CPC followed by a collapse at add to cart is not fixed in the same place as an overpriced CPC.
How do you calculate CPA on Facebook ads?
CPA is calculated by dividing spend by the number of conversions: $500 spent for 20 purchases gives a CPA of $25. Apogee shows this calculation already done for each tracked action, cost per purchase, per add to cart, per checkout and cost per lead, over the period and filters you select.
How do you calculate ROAS for a Meta Ads campaign?
ROAS is calculated by dividing purchase value by ad spend: $2,000 in sales for $500 spent gives a ROAS of 4. In Apogee, it sits among the value metrics of the dashboard and at the top of the cost funnel, next to overall conversion and total spend.
How is CPM calculated on Meta Ads?
CPM is the cost of a thousand impressions: spend divided by the number of impressions, multiplied by 1,000. In the Apogee dashboard, it belongs to the delivery family, with spend, impressions, CTR, CPC, reach and frequency, and it can fill one of the four KPI cards.
What do CPATC, CPIC and CPP mean?
They are the costs of the last three funnel steps: CPATC for cost per add to cart, CPIC for cost per initiated checkout, CPP for cost per purchase. Each divides spend by the number of actions at that step. In the Apogee funnel, they follow CPC, which measures the cost at the click.
What KPIs should you track on Meta Ads?
It depends on the campaign objective, and Apogee does not set the list for you. More than 35 metrics are available, in five families: delivery, conversion, value, video and activity. Four KPI cards are each set to the metric of your choice, saved for your account, and a combo chart compares two metrics on dual axes.
What is a ThruPlay on Facebook?
A ThruPlay is, in Meta's terms, a video played to completion, or for at least 15 seconds for a longer video. The Apogee dashboard shows ThruPlays and cost per ThruPlay, along with views and completion rates at 25, 50, 75 and 100%.
Why are my Facebook ads not converting?
The Apogee funnel locates the step where people drop off, but it does not say why. A collapse at checkout can come from shipping costs as easily as from the payment flow, and neither of these two causes appears anywhere in Meta data.
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