Key takeaways
- The Results column shows the action matching the objective you chose: a purchase, a lead, a message, a view.
- Its nature changes from one campaign to the next, which makes any direct comparison between campaigns misleading.
- A share of results is modelled, so estimated statistically rather than directly observed.
Definition
A result is the action Meta counts as a success for a campaign, defined by the optimisation objective chosen when it was created.
Worked example
Three campaigns show 340, 52 and 1,200 results respectively. The first optimises page views, the second purchases, the third impressions. Comparing those three numbers makes no sense: only the second measures revenue.
The most common mistakes
- Adding up results across campaigns with different objectives. The total mixes purchases and clicks.
- Overlooking the line that states the result type. It changes silently when you duplicate a campaign and switch the objective.
- Treating modelled results as observations. They cannot be broken down at creative level.
Where to find the metric
In Meta, the Results column, with the type stated just above it in Ads Manager. The Google Ads equivalent is the Conversions column, whose definition is set by the account rather than by the campaign.
Frequently asked questions
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The Adwise team connects Google Ads, Meta Ads, LinkedIn Ads, GA4 and Search Console so agencies and freelancers can run their campaigns from a single place.