How are you charged for Facebook Ads?

Facebook Ads are sold per 1,000 impressions (this is called a CPM – which stands for Cost Per Mile)

One impression = one appearance in a Placement.

Why are my Impressions different to my Reach?

Impressions = the number of times your ad has had an appearance somewhere on FB/IG or the audience network.

Reach = the number of people it has reached.

So you could have had 3,000 Impressions, but only Reached 1,500 (because each person on average was served your ad twice – which is the Frequency)

When are you billed for Facebook Ads?

When you start advertising with Facebook, you will be billed regularly (maybe every £3-5) over time they will allow you to build up a little more credit, and you’ll notice you start getting billed at £20-30….. and so it continues.

You may also be billed at certain times of the month.

You aren’t usually billed on a ‘per campaign’ basis.

You do not pay Meta ‘per result’…

A common misconception is that when you run ‘lead gen’ ‘conversions’ ‘messages’ campaigns, etc, that Facebook charges you for the results it has achieved. This is not correct. You purchase ‘advertising space’ from Meta (impressions) and you pay for them, irrespective of what results they achieve