Summary
The Result column dynamically displays the performance metric that matters most for each campaign based on its optimization goal. This gives you a quick, clear view of whether campaigns are achieving their intended outcomes.
How It Works
The Result column automatically shows the metric tied to the optimization goal set at the ad set level. Meta uses this goal when delivering ads, optimizing for a specific outcome (e.g., website purchase or lead).
At each level:
Campaign: Shows aggregated results when all ad sets share the same goal. If not, it displays "Multiple conversions."
Ad Set: Shows results tied to the ad set's optimization goal, aggregated from its ads.
Ad: Displays individual result performance for each ad.
If a campaign includes awareness objectives or unsupported goals, the column may display Result not available.
Before You Begin
Optimization goals are defined at the ad set level and cannot be changed after creation
Result column displays metrics relevant to each goal
Some goals for awareness campaigns may not be supported, resulting in "Result not available"
Step-by-Step Instructions
Reading the Result Column
Locate the Result column in the table (it appears by default)
Primary value: Number of tracked outcomes (e.g., "42")
Label: Type of result below the number (e.g., "Website Purchase")
Zero: Displayed as "0" — indicates no conversions tracked
Multiple Conversions: Displayed as "Multiple conversions" - Campaign contains ad sets with different optimization goals
Not Available: Displayed as "Result not available" — metric type isn't supported (for some awareness goals)
Working with Different Levels
Campaign: Aggregates from ad sets if goals match, or displays "Multiple conversions"
Ad Set: Aggregates from ads, always shows one goal-specific metric
Ad: Shows result metric based on parent ad set's optimization goal
Common Result Types
E-commerce: Website Purchase, Add to Cart, View Content
Lead Gen: Leads, Contact
Traffic: Landing Page Views, Link Clicks
Awareness: Result not available (for Reach and Frequency metrics)
Use Cases / Troubleshooting
Campaign says 'Multiple conversions': Open ad sets to view individual goals and performance
Seeing '0': Ads ran, but Meta tracked no conversions for the goal
Result not available: Campaign is likely optimizing for awareness
FAQs
Q: Can I filter or sort by Result?
A: No. The Result column contains mixed metric types and doesn’t support filtering or sorting. Use specific metric columns instead.
Q: Why is the Result column blank in the summary row?
A: Because campaigns may contain different result types, no summary is displayed.
Q: Can I change the metric shown?
A: No. It’s tied to the optimization goal selected in Meta.
Q: Why does one campaign show "Leads" and another "Website Purchase"? A: Each campaign’s Result column reflects its ad sets' optimization goals. These goals can differ between campaigns.
Q: What does 'Result not available' mean?
A: This usually happens with goals like Reach or Brand Awareness, which are currently unsupported by the Result column.
Q: How frequently is this data updated?
A: Results are refreshed when campaign data is synced.