Metrics & KPIs
Cost Per Result
By the AdFlint research team · Last reviewed July 2026
Meta's spend divided by the count of whatever result the chosen optimization event defines, so the denominator changes with the campaign objective.
It is a variable metric wearing a single label. A traffic campaign's result is a link click; a sales campaign's is a purchase, so the column cannot be compared between ad sets with different objectives. The common misreading happens in rolled-up reporting, where mixed campaigns average into one cost per result that describes nothing in particular and hides both.
Cost Per Result compared with
The settings this gets confused with, and how to tell them apart.
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