Understanding Funnel Metrics
Open a funnel (Funnels → click the funnel) and scroll down to the Daily Metrics table. It shows one row per day for the dates picked at the top right (the last 7 days by default), with a Total row at the bottom. The columns are grouped under Facebook Ads, Funnel and Calculated. Here's what every column means.
Columns Explained
| Column | What it means |
|---|---|
| Spent | Your Facebook ad spend that day |
| Impressions | Ad impressions |
| UO Clicks | Unique outbound clicks: people who clicked through from your ad to your page |
| UO CTR | Click-through rate = UO Clicks ÷ Impressions |
| UO CPC | Cost per click = Spent ÷ UO Clicks |
| F/E Leads | Front-end leads: people who opted in that day |
| CPL | Cost per lead = Spent ÷ F/E Leads |
| Leads CR | Leads conversion rate = F/E Leads ÷ UO Clicks |
| F/E Buyers | Front-end buyers: people who bought a Frontend product that day |
| Cost/Buyer | Cost per buyer = Spent ÷ F/E Buyers |
| Buyer CR | Buyer conversion rate = F/E Buyers ÷ F/E Leads |
| F/E Rev | Revenue from Frontend products |
| AOV | Average order value = Total Rev ÷ number of orders |
| F/E ROAS | Front-end return on ad spend = F/E Rev ÷ Spent |
| Total Rev | Revenue from all purchases, whatever the product type (Frontend, order bumps, upsells, downsells, backend and the rest) |
| Profit | Total Rev minus Spent |
| ROAS | Total return on ad spend = Total Rev ÷ Spent |
💡 Spent, Impressions and UO Clicks are synced from Facebook by the RapidMetrics Chrome extension. See Syncing Facebook Ad Data via the RapidMetrics Chrome Extension.
💡 Only Frontend purchases count toward F/E Buyers and F/E Rev. All product types count toward Total Rev. You set each product's type on the Products page (see Product Types Explained).
Last updated: September 28, 2026