"Campaign Actions"
Every campaign that runs on Facebook has some sort of optimization applied to it. Your campaign might optimize towards generating leads, gaining Page Likes, or possibly getting just as many clicks on a link to your website.
Within your report, you'll see the "Campaign Actions" dimension and how each of your campaigns is optimized.
"Actions"
This metric is numerical and shows just how many times you achieved the desired result as listed by the "Campaign Actions."
Lead Generation
If you see that your "Campaign Actions" has a value of "LEAD GENERATION," the numerical value in the "Actions" column is showing you how many leads this campaign recorded.
Link Clicks
If you see that your "Campaign Actions" has a value of "LINK CLICKS," the numerical value in the "Actions" column is showing you how many times users clicked the link to your website.
Video
If you see that your "Campaign Actions" has a value of "VIDEO VIEWS," the numerical value in the "Actions" column is showing you how many times users clicked the link to your website.
Brand Awareness
If you see that your "Campaign Actions" has a value of "BRAND AWARENESS," the numerical value in the "Actions" column is showing you the estimated number of people your ads "lifted."
Page Likes
If you see that your "Campaign Actions" has a value of "PAGE LIKES," the numerical value in the "Actions" column is showing you the total number of Page Likes you received from this campaign.
Reach
If you see that your "Campaign Actions" has a value of "REACH," the numerical value in the "Actions" column is showing you the total number of people that your campaign reached.
The number in the "Actions" column is directly relational to the goal shown in "Campaign Actions."
"CPA"
CPA stands for "Cost Per Action." This numerical value shows how much the campaign had to spend to achieve a single "action."
As an example, if you see that your "Campaign Actions" has a value of "LEAD GENERATION," the financial figure shown in "CPA" would represent the amount of money the campaign spent to generate a single lead.
This metric is calculated using this formula:
Total Amount Spent รท Total number of Actions = $CPA
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