Incredible time saver!
Incredible time saver!
WPWHITE PEARL· Translated from French
Meta Ads Reporting Template: KPIs and Their Thresholds
The KPIs to track per creative, their formulas, reading thresholds and diagnostic order. Google Sheets dashboard ready to connect.
Updated
Most Meta Ads dashboards show thirty metrics and help you decide on none of them. A useful report answers one question: what do I cut, what do I scale, and on which signal?
The KPIs, their formulas and the reading order are published below. The Google Sheets file adds the formulas already written and the connection to your Meta export.
KPIs, by funnel stage
Delivery
| KPI | Formula | What it is for |
|---|---|---|
| Impressions | — | raw volume, never read alone |
| Reach | — | people reached, not impressions |
| Frequency | impressions ÷ reach | above 3 over 7 days in acquisition, the creative is wearing out |
| CPM | (spend ÷ impressions) × 1,000 | the price of attention on your audience |
Creative
This is the stage that tells you whether the creative is doing its job.
| KPI | Formula | What it is for |
|---|---|---|
| Link CTR | link clicks ÷ impressions | the only CTR that counts, not all-clicks CTR |
| Hook rate | 3s views ÷ impressions | do the first three seconds hold |
| Hold rate | 15s views ÷ 3s views | does the body of the video hold |
| Completion rate | 100% views ÷ impressions | only meaningful on short formats |
Hook rate and hold rate separate two problems people constantly conflate: a creative nobody starts, and a creative everybody abandons. Both show a low CTR, and both are fixed differently.
Conversion
| KPI | Formula | What it is for |
|---|---|---|
| Link CPC | spend ÷ link clicks | the price of a qualified click |
| Conversion rate | conversions ÷ link clicks | landing page quality |
| CPA | spend ÷ conversions | the only figure comparable to your margin |
| ROAS | revenue ÷ spend | always report it with its attribution window |
The diagnostic order
Reading KPIs in this order stops you from rebuilding a creative when the problem is the page.
- Is CPM abnormal? If so, the problem is the audience or saturation, not the creative.
- Is hook rate low? The problem is in the first three seconds.
- Good hook but collapsing hold rate? The problem is the body of the video.
- Good CTR but low conversion rate? The problem is the page, not the ad.
- Everything looks fine but CPA does not work? The problem is the offer or the price.
Thresholds
There is no universal good CTR. A 0.8% CTR is excellent in B2B and mediocre in impulse e-commerce. The only useful benchmark is your own median over the last 90 days, per placement and per funnel stage.
That is why the dashboard computes a rolling median instead of showing thresholds imported from a blog post.
Two benchmarks that do hold, because they are structural rather than sector-specific:
- Frequency above 3 over 7 days in acquisition: the creative is at end of life.
- Fewer than 50 conversions per week per ad set: you will not exit learning, and your numbers are not statistically readable.
Aggregate by concept, not by creative
This is what changes everything, and it depends directly on your naming convention. If the creative name carries the concept in a stable way across iterations, you can aggregate performance by creative idea instead of by file.
Without that, you will know v03 performs. You will not know that the three variants of the
“unboxing” concept beat the six variants of the “testimonial” concept.
The dashboard splits the name on _ to rebuild those columns. The matching convention is
the naming template.
What this report does not do
It does not attribute anything. It reads the figures Meta declares, with your account’s attribution window, and does not try to reconcile them with your actual sales. A gap between Meta ROAS and your back office is normal: this template does not solve it and does not claim to.
It also does not replace an incrementality test. Knowing a creative has good ROAS does not tell you it created the sale.
They said goodbye to wasted time.
Over 67,000 creatives launched with Apogee since day one.
Trustpilot
Excellent TrustScore 4.5 · 14 reviews
An exceptional time saver.
Apogee is a tool that saves precious time on ad uploads. The founder really listens and takes feedback into account to improve the tool.
I recommend it!
HBHardy Botombe· Translated from French
I can’t do without it anymore
I can’t do without it anymore! Less time spent on assembly-line uploads, more for analysis and strategy. Apogee clearly makes all the difference. Thanks again Mathieu for being so available!
CSClémence Sigé· Translated from French
I tried Apogee and the time savings…
I tried Apogee and the time savings are real. It’s quick to pick up, the interface is clear and you get to a usable result fast. It helped me move faster on tasks that used to take me quite a while. I recommend it to anyone who wants to be more efficient without overcomplicating things.
AArmand· Translated from French
Bulk upload for Meta Ads that actually saves us hours every week
We run a performance marketing agency and launch Meta Ads for several clients every week. Before Apogee, a launch meant uploading creatives one by one in Ads Manager and renaming every file. It took a lot of time for very little added value.
Now we drop in a folder of creatives, Apogee recognizes our naming convention, builds the testing structure and the whole batch is live in a few minutes. Our media buyers spend that time on strategy and data analysis instead of manual uploads.
If you're a media buyer or an agency doing a lot of bulk uploads, Apogee will free up your team's time for what really creates value for your clients.
And the more value you create for your clients, the more money you make in return ;)
BJbenjamin jolivot
A customer since day one
A customer since day one: this tool is incredible and has redefined the way I work.
I literally used to spend 3 hours on my ad testing, now it takes me 2 minutes.
Hats off to Mathieu for this game-changing tool for every e-commerce owner, and for his responsiveness. They build features live based on what you need, just ask.
Apogee to the moon!
SQSamy Qamar· Translated from French
easiest way for bulk upload +100 ads…
easiest way for bulk upload +100 ads per week now i can focus on my strategy , good software and good customer support , very reactive
VLVictor LIGNEL
Great product
this is very usefull, i am actually saving few hours per week !!
SSStéphane Samy
Apogee is a real banger
Apogee is a real banger, a game changer every day. The bulk upload lets you launch campaigns in a few clicks and automate time-consuming tasks.
I find the tool intuitive, and it lets you focus on what matters most: testing, analyzing and optimizing performance.
Big plus for how available and responsive Mathieu, the founder, is 🙏 I can only recommend it.
BABrian Adam· Translated from French
A must-have for ads
It’s the best app for pushing ads in bulk. It’s super fast and simple to set up. I can only recommend it, it has saved me a huge amount of time.
HMHugo Madureira· Translated from French
Very useful software
Very useful software: it saves a massive amount of time and it’s really well thought out!
DDP· Translated from French
Apogee = to the moon
Apogee is a banger of a tool for bulk uploading my ads in the right format. Huge time saver. I recommend it to everyone!!
NPNicolas Provost· Translated from French
Just launched my 80 creatives in 3 mins…
Just launched my 80 creatives in 3 mins lol. Totaly a game changer for our growth team. Thanks you guys for this.
MMathieu
tool goated
Apogee has clearly changed the way I work. The bulk upload is super efficient, we save precious time, and we’re never going back!!
The founder is also super available, which really makes the difference.
EEtienne· Translated from French
Launch your creatives in 47 seconds.
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