How to Review Ad Creative Performance in Meta
How to review and correct key interaction metrics in Meta Ads Manager such as thumb stop, watch, click through, quality click, product consideration, add to cart, and conversion rates to evaluate ad creative performance accurately.
This is how to check the key interaction rates that show how your Facebook and Instagram ads are performing.
1. View Key Metrics
In Meta Ads Manager you can see valuable interaction rates for each campaign, including:
- Thumb Stop Rate – how often a video stops people from scrolling
- Watch Rate – the percentage of viewers who keep watching
- Click-Through Rate – link clicks per impression
- Quality Click Rate – landing page views per link click
- Product Consider Rate – product page views per link click
- Add to Cart Rate – adds to cart per link click
- Conversion Rate – purchases per link click
Open a campaign to see these metrics at the ad set or individual ad level.
2. Fix or Recreate Metrics
If a metric looks wrong, customize your columns to correct it:
- Click Customize Columns
- Remove the inaccurate metric
- Recreate it by selecting the correct event, such as Through Plays from 3-Second Video Plays per Impression for Watch Rate
- Give access to everyone in the business and drag the new metric into place
3. Analyze Performance
With accurate metrics in place, you can quickly compare ads.
For example, a Dynamic Product Ad (DPA) might not show a thumb stop rate if it rarely uses video, but it could have:
- A 4.22% click-through rate
- A 91% quality click rate (meaning 91% of clicks load the landing page)
- An 8% add-to-cart rate
- A 2.39% conversion rate
These numbers highlight where your creative succeeds at engaging users and driving purchases.
Customize your Meta columns to track thumb stop, watch, click, quality click, product consideration, add-to-cart, and conversion rates so you can accurately evaluate ad creative performance and spot opportunities to improve results.
