Meta Ads goals

Before you start

Choose your business’s financial and sales criteria. This guide does not propose universal values or change budgets.

Step by step

1. Open Meta Ads and click Targets.
2. Review the ROAS levels and scaling step. Then define CPL, CPA, spend, CTR, hook rate, and attendance thresholds.
3. Click Save targets to save your business’s goals.
4. Return to What to do today? and use Losses, Watch, or Scale to review recommendations.

Break-even ROAS

The return level your business uses to consider ad investment covered. A lower result signals a loss relative to that threshold.

Target ROAS

The return you want to achieve. It compares current performance with your goal and helps identify what needs monitoring.

Scaling ROAS

The return threshold used to assess a scaling recommendation. Reaching it is considered alongside the business’s other signals.

Scaling step

The size of the increase you define to guide a scaling recommendation. It does not change the budget automatically.

Maximum CPL

The cost per lead you do not want to exceed. CPL above your maximum signals an acquisition cost to review.

Maximum CPA

The cost per acquisition you do not want to exceed. CPA above the limit signals a closing cost to review.

Minimum spend before assessment

The minimum investment you require before assessing performance. It helps avoid treating low-spend results as conclusive.

Minimum CTR

The minimum click-through rate you expect. A lower result signals a need to review the ad’s ability to generate clicks.

Minimum hook rate

The minimum attention level you expect from the start of a video. A lower result signals a need to review the opening.

Minimum attendance

The minimum share of scheduled calls you expect contacts to attend. A lower result flags attendance for review.

How to read alerts

The panel shows a card for each campaign, ad set, or ad with a scale, monitor, or pause recommendation. It avoids repeating the parent campaign’s recommendation and excludes paused items.

Thresholds are considered together: a single signal should not be treated as an automatic instruction. Review the period, attribution, and collected payments before acting. Recommendations do not execute changes in Meta.

What to expect

Alerts use the business’s thresholds so you can focus on situations that need attention.

Troubleshooting

If a lead is missing its ad identifier, review the attribution guide before assessing ROAS.

If you work in several currencies, check which payments are included in totals. Currencies not covered by the ECB are excluded.