The Ad Insights table in Cuttable shows performance data for each of your Meta ads. All metrics are pulled from Meta and reflect the date range selected at the top of the page.

Thumbstop measures the percentage of impressions that became a 3-second video play. Calculated as: 3-second video views ÷ impressions. Thumbstop shows how strong the opening hook of your ad is. A rate above 25% is generally considered strong.

Engagement is the percentage of impressions that resulted in an engagement such as a like, comment, share, or click. Calculated as: engagements ÷ impressions. Engagement shows how well the ad resonates with the audience.

Impressions is the total number of times your ad was shown.

Reach is the number of unique accounts that saw your ad. Reach will always be lower than or equal to impressions.

Frequency is the average number of times each person saw your ad. Calculated as: impressions ÷ reach.

Clicks is the total number of clicks on your ad across all click types.

CTR is the percentage of impressions that resulted in a click. Calculated as: clicks ÷ impressions. Cuttable uses CTR (all), which matches "CTR (all)" in Meta Ads Manager.

CPC is the average amount spent per click. Calculated as: spend ÷ clicks. Cuttable uses CPC (all), which matches "CPC (all)" in Meta Ads Manager.

CPM is the average cost to show your ad 1,000 times. Calculated as: (spend ÷ impressions) × 1,000.

CPR is the average cost per result, where a result depends on your campaign objective (for example, a purchase or a lead). Calculated as: spend ÷ results.

Spend is the total amount of money spent showing this ad in the selected date range.

ROAS is the revenue returned for every $1 spent on the ad. Calculated as: purchase conversion value ÷ spend. Cuttable uses Meta Purchase ROAS.

⭐ Important: The Ad Insights table does not have a Revenue column. To work out the revenue for an ad, multiply its ROAS by its Spend for the selected date range. For example, an ad with a ROAS of 3.2 and $500 in spend generated about $1,600 in revenue. You can also see revenue directly in Meta Ads Manager in the "Purchases conversion value" column.

Numbers in Ad Insights may differ from Meta Ads Manager or Shopify due to: comparing the wrong Meta metric (for example, CTR (all) vs. link CTR), attribution differences between Meta and Shopify or Google Analytics, or different date ranges. For more detail, see Insights Reporting vs Meta.