How do I check my ad performance on Facebook, Instagram and TikTok?
To check ad performance on Facebook and Instagram, open Meta Ads Manager (or Ad tools in the Instagram app); for TikTok, open the Dashboard or Campaigns page in TikTok Ads Manager. Then look past views and likes to the result you paid for and what each one cost.
ShoaibUpdated 4 min read
Where do I find the reports?
| Platform | Where to look |
|---|---|
| Facebook and Instagram | Meta Ads Manager, at campaign, ad set and ad level. Meta offers column presets such as Performance, Sales, Traffic and Engagement |
| Instagram app only | Profile, Professional dashboard, Ad tools, then View insights on the ad |
| TikTok | TikTok Ads Manager: the Dashboard for a summary, the Campaigns page for campaign, ad group and ad detail, with custom columns and day, week or month breakdowns |
Which numbers actually matter?
Start with what you asked the platform to get you:
- Results and cost per result: messages, leads or purchases, and what each cost
- Amount spent: is the budget actually being used?
- Reach and frequency: how many people saw it, and how often
- CTR and CPC: are people clicking, and at what price? See CPM, CPC and CTR explained
- Purchase ROAS: sales value per dinar spent, if you sell online. See ROAS explained
Likes and views are useful signals, but they aren't the goal unless awareness is your objective.
Why don't the numbers match my sales?
Platforms count actions within an attribution window, and they can only see website sales if a pixel is installed. Meta's help centre says the Meta Pixel lets you measure what people do on your site after seeing an ad. Compare the ad report with your own orders or enquiries each week.
How do I know if it's working overall?
Ask whether cost per result is affordable for your margins, not whether one ad "looks good". For a fuller check across channels, see is my marketing working.
Want someone to read these numbers for you as part of your digital marketing? See our Meta Ads service.