Stop staring at impressions
A million impressions means nothing if nobody clicks. When you review ads – or ask your AI agent how they are doing – focus on these five numbers.
1. CTR – click-through rate
The share of people who saw the ad and clicked. Around 1% is a normal start on Meta; below 0.5% usually means the angle or picture is not landing.
2. CPC – cost per click
How much each click costs. It drops when your creatives are relevant, so it is a good signal of ad quality.
3. CPM – cost per 1,000 impressions
The price of attention in your audience. You do not control it directly, but a very high CPM can mean the audience is too narrow.
4. Cost per result
What you pay for the thing you actually want: a sign-up, a purchase, a message. This is the number to optimise.
5. Conversion rate on your site
Of the people who clicked, how many did the action. If clicks are cheap but results are rare, the problem is the landing page, not the ad.
How an AI agent uses these
An agent watches all five across every ad variation. It pauses ads with a high cost per result, keeps the winners and suggests new variations based on what worked. You can simply ask: "How are my ads doing?" – and get the answer in plain words.
Quick rule of thumb
Give a test at least 3–5 days and a few dozen clicks before you judge it. Decisions made on day one are usually noise.
GainAI