Express Ads reports a small set of core metrics — understanding what each one actually measures avoids misreading campaign performance.
7.4.1 Core metrics
- Impressions — how often the ad was shown
- Clicks / spend — engagement and what you paid
- Conversions — streams, saves, or link clicks. These matter more than raw impressions
- Geographic and daily breakdowns are in the campaign analytics view
7.4.2 Why conversions matter more than impressions
A campaign with high impressions but low conversions is reaching people but not resonating — worth revisiting targeting or creative before increasing spend on the same setup.
Source: MadDesk article 7.4 (7-4)