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Ads statistics and KPIs


The Ads tool in Komfo provides you with in-depth intuitive statistics and KPIs for your advertising campaigns.


When you run advertising in Komfo, it is completely up to you to decide on the metrics and KPIs that you want to monitor. You can change them at any time.




Below, we will list suggested KPIs depending on what the objective is. You can change which KPIs to look at by simply clicking on the arrow in the top right-hand corner.



Then, select the KPIs you want to see. 



In most cases, you want to track the total spent on your campaigns and ad sets. It's always important to check if you are spending as expected or if you should make changes to your ad sets. Apart from the total spent, you could also look at:



If you are running a campaign with the objective of driving traffic off Facebook, we recommend paying close attention to the number of Website Clicks and the number of Conversions. These are the best indicators for finding out how well your campaign is performing. Keep in mind that you need to have conversion pixels installed on your website to be able to track conversions.

Additionally, Komfo Ads is providing you with two KPI's for ROI for your campaigns. The ROI metric is calculating your ROI by Total conversion value, which includes both “add to cart”, “purchase”, “complete registration” etc. The other metric - “Purchase ROI” - focuses only on your sales. If you want to find out how much you can afford to spend per checkout in your web shop, these metrics are absolutely crucial.



If your goal is to reach as many people as possible, it is important to look at the number of Impressions in your campaigns. Are you reaching as many people as expected? Or maybe even too many? To make sure that you are not overexposing your audience to your content, it is important to look at the Frequency, which displays the average number of impressions per user. If this number is too high, you may need to consider widening your audience.



When running page like ads, the most important metric is naturally page likes. Are you actually recruiting the fans you want or should you change your page like ad? Other than the number of page likes, it's important to look at the cost per page like and its development over time. If you suddenly start paying more per fan, then you should consider changing your ad set or focus your budget on a different objective.


Here's a complete list of KPIs:

Performance KPIs

  • Spent
  • Reach (the number of unique people who have been exposed to your content)
  • Frequency (the number of impressions relative to unique users)
  • Impressions (the total number of generated impressions)
  • Total Actions
  • CPM (Cost per 1000 impressions)
  • Relevance score
  • Cost per action

Click KPIs

  • Clicks
  • Website clicks (total number of link clicks generated by your ads)
  • CPC (cost per click)
  • CTR (click-through-rate, number of clicks related to impressions)
  • Cost per web click

Engagement KPIs

  • Page likes (the total number of new fans recruited through your ads)
  • Post engagement
  • Page engagement
  • Post stories
  • Post comment
  • Post likes
  • Post shares
  • Photo views
  • Cost per fan
  • Cost per post engagement
  • Cost per page engagement
  • Cost per post comment
  • Cost per post share
  • Cost per photo view

Earning KPIs

  • Total conversion value
  • Checkout value
  • Registration value 
  • Return on investment

Video KPIs

  • Video views
  • Video plays
  • Avr. % of video viewed
  • Video views to 95%
  • Cost per video view
  • Cost per video play

Website conversions KPIs

  • Conversions (total number of website conversions)
  • Checkout
  • Registration
  • Cost per conversion
  • Cost per checkout
  • Cost per registration

Apps KPIs

  • Mobile app installs (the total number of installs of your mobile app)
  • Cost per mobile app install


In the top right-hand corner of your statistics overview, you can change the time period you are looking at. You can export it all from the top left-hand corner.

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