Top Meta Ads KPIs to Track post Andromeda (with benchmarks)

Most advertisers track too many metrics or the wrong ones. They drown in CPCs, CTRs, CPMs, ROAS, impressions, reach, link clicks and landing page views, yet never understand how these numbers work together. The result is predictable. Decisions become random. Optimizations do nothing. You spend more money without actually knowing why performance is good or bad.

This guide cuts through the noise and breaks down the core Meta Ads KPIs you should track. It explains exactly what affects each metric, what benchmarks you should aim for, and how to use custom metrics to understand your landing page performance, product page quality, and creative strength.

Everything in this article comes from the full video breakdown here:
Watch the full training: https://www.youtube.com/watch?v=gOe1brw84aQ

Let’s get into it.

Why Most Advertisers Fail With Meta KPIs

Meta Ads can be overwhelming, especially if you do not know which metrics actually matter. When everything looks important, nothing is important. So most advertisers end up making poor decisions because they do not understand how these KPIs influence each other.

If your CPC jumps around, your CTR is stuck at 0.5 percent, your CPM keeps rising, and your ROAS looks random, the problem is not luck. It is your framework. This guide gives you the structure you need to interpret your metrics correctly and take action that actually moves performance.

CPC: Cost Per Click and Why It Matters

CPC shows how much you pay every time someone clicks your ad. It is one of the simplest metrics to understand, but most people use it incorrectly.

Benchmark

• Average: 1 dollar
• Excellent: under 50 cents

What affects CPC

CPC is mostly driven by messaging.
• Primary text
• Headline
• Description
• Offer clarity

If your CPC is high, your text is not strong enough. You are not earning the click. Before touching targeting or creatives, fix your message.

CTR: Click Through Rate and Creative Strength

CTR shows how many people click after seeing your ad. This is a pure creative metric. Your copy might influence CPC, but CTR is almost always about the creative. The better the visuals, the better the click through.

Benchmark

• Average: 1 percent
• Strong: 3 to 4 percent

What affects CTR

• Visuals
• Video hook
• Offer strength
• Thumbnail quality
• Relevance to the audience

If your CTR is low, it is time to improve your creative. Better videos, stronger hooks, real offers and more relevant angles will push this up.

CPM: Cost per 1000 Impressions

CPM is how much Meta charges to show your ad 1000 times. This is where most people blame the wrong things. High CPM does not mean your targeting is bad. It does not mean Meta is punishing you. It is simply the cost of competing for attention.

Benchmark

• US market: 20 to 25 dollars
• Still workable: Up to 50 dollars

What affects CPM

• Audience competition
• Market trends
• Holidays
• Limited inventory
• Weak creative

When CPMs rise above 80 to 100 dollars, you might need to refine your messaging, clean up your creative, or test broader audiences.

Reach, Impressions and Frequency Explained

These three metrics help you understand how many people see your ads and how often.

• Reach is unique people
• Impressions is total times served
• Frequency is impressions divided by reach

What to aim for

Try to keep frequency below 5 to 10. Higher than that and your audience is tired of your ad. This leads to higher CPMs, lower CTR and overall ad fatigue.

Link Clicks vs Landing Page Views

Most advertisers ignore this gap. That is a mistake. If 100 people click your ad but only 40 land on your site, you have a serious problem.

Causes

• Slow website
• Poor mobile optimization
• Broken tracking
• Heavy images or videos
• Low quality hosting

If your landing page views are much lower than link clicks, fix your site speed immediately. It impacts conversions more than you think.

ROAS: Return on Ad Spend

ROAS is the metric everyone talks about but most interpret incorrectly. ROAS depends on almost everything.

Benchmark

• 2x to 5x, depending on margins
• 3x is usually where ecommerce becomes profitable

What affects ROAS

• CTR
• CPC
• CPM
• Conversion rate
• Product price
• Offer strength

Do not treat ROAS like a standalone metric. It is the output of all the others.

Custom Metrics You Must Add

The most successful media buyers use custom metrics to diagnose deeper issues. Meta allows you to build ratios that uncover weaknesses your dashboard cannot show.

1. Add to Cart to Link Click Ratio

Shows how well your product page converts.
Benchmark: 15 percent
Formula: Add to Carts divided by Link Clicks

If this is low, your product page is weak.

2. Purchase to Add to Cart Ratio

Shows how well your checkout funnel converts.
Benchmark: 30 to 50 percent
Formula: Purchases divided by Add to Carts

If this is low, your checkout process is leaking customers.

3. Video Metrics: Hook Rate and Hold Rate

These tell you if your video content pulls people in.

Hook Rate benchmark: 25 percent
3 second plays divided by impressions

Hold Rate benchmark: 25 percent
Thru plays divided by 3 second plays

If both of these are low, your videos are not strong enough for paid traffic.

Why These Metrics Matter Going Into Meta’s Andromeda Update

Meta’s Andromeda update changes how optimization works. The algorithm relies more on signals you feed it. If you do not track the right KPIs, Andromeda cannot optimize correctly for your goals.

Clean data equals better delivery.
Better delivery equals cheaper conversions.
Cheaper conversions equal stronger ROAS.

This is the real reason you must master these KPIs.

Final Advice

Do not track everything. Track the things that matter. Track them consistently. Build custom metrics. Watch your trends instead of random spikes. Use this framework to improve your decision making and remove guesswork from your campaigns.

If you want to see this breakdown with visuals, watch the full video here:
https://www.youtube.com/watch?v=gOe1brw84aQ