Facebook Ad Reporting Metrics in Sparkforge

By Sparkforge Support Team ·Last reviewed May 3, 2026

Facebook Ad Reporting in Sparkforge surfaces the metrics that drive ROI: impressions, clicks, conversions, CPC, CPA, conversion rate, revenue, and cost per lead/sale, all tied back to opportunities in your CRM.

Facebook Ad Reporting connects Meta ad spend to outcomes recorded in Sparkforge. Every metric below ties back to either ad activity or to opportunities marked won, so you can read campaign performance without exporting data.

Reach and engagement

Impressions

The number of times your ad was displayed across the Facebook network — feed, stories, partner placements, and elsewhere.

Clicks

Every time a user clicks a tracked element on the ad (headline, image, phone number, call-to-action) Facebook counts a click.

Cost metrics

Average CPC (Cost Per Click)

The average amount paid for each click. Higher CPCs reflect competitive auctions, larger audiences, broader geos, or richer creative.

Cost Per Conversion (CPA)

Total ad cost divided by total conversions. Also called Cost Per Acquisition. Use it to compare campaign efficiency on a like-for-like basis.

Client Spend

Ad cost plus your agency management fee. Visible to Agency Admin and Agency User roles.

Conversion metrics

Conversions

Any user action that counts as valuable for the business — newsletter signup, purchase, form submission, download, or engagement with a Lead Ad. You decide what counts.

Conversion Rate

Conversions divided by trackable ad interactions in the same window. 50 conversions on 1,000 interactions = 5%.

Revenue and ROI

Revenue

The sum of lead values on opportunities marked won for a specific Facebook campaign. Enter lead values as numerical integers only — the dollar sign is implied by the field.

ROI

Ratio of revenue to ad cost. Reported per ad or rolled up per page.

Pipeline metrics

Sales

Opportunities marked won and tied to the campaign.

CPS (Cost Per Sale)

Campaign cost divided by opportunities marked won.

Leads

Opportunities recorded as open through form submission, chat reply, or inbound phone call.

CPL (Cost Per Lead)

Campaign cost divided by opportunities in the open stage.

Frequently Asked Questions

Why is my revenue zero even though deals are closing?

Revenue only counts opportunities marked Won with a numeric lead value. Open deals or won deals without a value will not appear in the Revenue total.

What's the difference between CPL and CPS?

CPL divides ad spend by opportunities in the open stage (leads). CPS divides ad spend by opportunities marked won (sales). CPS is always equal to or higher than CPL.

Why is Client Spend higher than what Facebook reports?

Client Spend includes the agency management fee on top of raw ad cost. Only Agency Admin and Agency User roles can see it.

Are conversions the same as leads?

Not always. A conversion is any tracked action you define as valuable. Leads are specifically open opportunities. A purchase counts as both a conversion and (when marked won) a sale.