Day 7: The Two Facebook Ad Metrics That Matter Most

Yesterday’s sales dipped to $644 on $416 ad spend, leaving about $220 in profit. Not as strong as earlier in the week, but still in the black.

Today’s pacing at $124 by mid-morning.

With the first funnel split test running in the background, today’s focus turns to the very start of the funnel: Facebook ads.

Sales Recap → A Narrow Profit

• Saturday, Sept 6th

  • Revenue: $644

  • Ad Spend: $416 (£308)

  • Profit: ~$220

• Sunday, Sept 7th (so far)

  • Revenue: $124 by 9:30am UK time

  • Day still early, but aiming to maintain profitability

The margins are thinner, but staying profitable keeps the momentum alive.

Funnel Focus → The Starting Line: Facebook Ads

Facebook Ads are the fuel that powers this funnel. And while Ads Manager offers hundreds of possible metrics to track, I’ve found that two numbers consistently guide the right decisions:

• CTR All (Click-Through Rate All)

  • Measures engagement with the ad.

  • Includes likes, comments, shares, clicking “read more,” or simply stopping the scroll.

  • This tells me: is the ad capturing attention at all?

• CTR Unique (Unique Click-Through Rate)

  • Measures real action: people clicking through to the website or offer page.

  • This tells me: am I motivating people to take the next step?

Together, these two metrics paint the picture of whether an ad is working—or just wasting money.

Why These Metrics Matter

• CTR All shows if an ad connects emotionally or visually with the right audience.

• CTR Unique shows if that connection is strong enough to drive action.

• The ratio between the two reveals whether people are just “liking the look” or actually motivated to click through.

“It’s not about chasing a ‘perfect’ CTR—it’s about the relationship between engagement and action.”

My Campaign Numbers

Looking at my current campaigns:

• Main Sales Campaign (cold traffic, worldwide audience):

  • CTR All: ~1.46% (last 14 days)

  • CTR Unique: ~1%

  • About two-thirds of people who engage also click through.

• Retargeting Campaign (warm traffic):

  • Much higher CTRs overall, since the audience has already seen the offer.

  • Ads are super simple (just a static image offering the free riffs tab book).

  • High engagement, high click-through, low cost per lead.

This demonstrates the difference between cold and warm traffic: cold ads need to do the heavy lifting, while retargeting ads can be simpler and more direct.

Key Lessons (Day 7)

• Focus beats overwhelm. Out of 100+ metrics, CTR All and CTR Unique are the most reliable for guiding ad performance.

• Ratio matters more than raw numbers. Strong engagement means little if no one clicks through.

• Creative > targeting. Today’s Facebook algorithm rewards compelling, engaging ads more than manual audience tweaks.

• Cold vs warm traffic behave differently. Retargeting ads don’t need to be clever—they just need to be clear.

What’s Next

Tomorrow marks the end of Week 1.

I’ll pull together the data from the first seven days—sales, ad spend, profit, and lessons learned—and set out the focus for Week 2.

It’s been a rollercoaster start, but a profitable one.