In this help article, we wanted to cover how you can get a better insight into how your campaigns are working and on which segments of the funnel should you focus on.

So let's get to it.

Here are the most used formulas:

**ROI (Return on Investment)**

Use this formula to get an insight into how much is your total ROI.

Here you should include all of your business costs, such as production or services costs.

**Metric Name**: ROI

**Metric Formula**: `({{action_values::omni_purchase}}-({{spend}}+all other costs except ad spend))/({{spend}}+all other costs except ad spend)*100`

** **

**Metric Type**: Percent

**Advertising ROI** (Return on Investment without other expenses - ROI from your Facebook & Instagram Ads)

**Metric Name**: Advertising ROI

**Metric Formula**: `({{action_values::omni_purchase}}-{{spend}})/{{spend}}*100`

** **

**Metric Type**: Percent

The following metrics will help you to better understand where your users are in the funnel and to calculate the dropoff between the steps. (All Ratio metrics)

**Add To Cart Conversion Rate**

The Add to Cart Conversion Rate metric represents the percentage of people who have added an item to the shopping cart out of the total number of people who have clicked on your ad.

**Metric Name**: Add to Cart Conv. Rate

**Metric Formula**:` {{actions::omni_add_to_cart}}/{{actions::link_click}}*100`

**Metric Type**: Percent

**Checkout Conversion Rate**

The Checkout Conversion Rate metric represents the percentage of people who have performed a checkout from the shopping cart out of the total number of people who have clicked on your ad.

**Metric Name**: Checkout Conv. Rate

**Metric Formula**: `{{actions::omni_initiated_checkout}}/{{actions::link_click}}*100`

**Metric Type**: Percent

**Add Payment Info Conversion Rate**

The Add Payment Info Conversion Rate represents the percentage of people who have added their payment information out of the total number of people who have clicked on your ad.

**Metric Name**: Add Payment Info Conv. Rate

**Metric Formula**: `{{actions::offsite_conversion.fb_pixel_add_payment_info}}/{{actions::link_click}}*100`

**Metric Type**: Percent

**Purchase Conversion Rate**

The Purchase Conversion Rate represents the percentage of people who have successfully made a purchase out of the total number of people who have clicked on your ad.

**Metric Name**: Purchase Conv. Rate

**Metric Formula**: `{{actions::omni_purchase}}/{{actions::link_click}}*100`

** **

**Metric Type**: Percent

**Average Order Value**

This metric shows the average order value which is calculated by the total number of purchases you've had, divided by the total amount of revenue you've generated with those purchases.

**Metric Name**: Average Order Value

**Metric Formula**: `{{action_values::omni_purchase}}/{{actions::omni_purchase}}`

**Metric Type**: Money

**Add to Cart Ratio**

This metric shows how much has been your Add to Cart ratio which is calculated by the total number of adds to cart divided by the total number of clicks on your ads.

**Metric Name**: Add to Cart Ratio

**Metric Formula**: `{{actions::omni_add_to_cart}}/{{actions::link_click}}*100`

**Metric Type**: Percent

**Checkout Ratio**

Тhis metric shows how much has been your checkout ratio which is calculated by the total number of initiated checkouts divided by the total number of adds to the cart.

**Metric Name**: Checkout Ratio

**Metric Formula**:`{{actions::omni_initiated_checkout}}/{{actions::omni_add_to_cart}}*100 `

**Metric Type**: Percent

**Add Payment Info Ratio**

This metric shows how much is your add payment info ratio which is calculated by the total number of added payment info divided by the number of initiated checkouts.

**Metric Name**: Add Payment Info Ratio

**Metric Formula **`{{actions::offsite_conversion.fb_pixel_add_payment_info}}/{{actions::omni_initiated_checkout}}*100`

** **

**Metric Type**: Percent

**Purchase Ratio**

This metric shows how much is your purchase ratio which is calculated by the total number of purchases you've had divided by the total number of additions of payment info.

**Metric Name**: Purchase Ratio

**Metric Formula**: `{{actions::omni_purchase}}/{{actions::offsite_conversion.fb_pixel_add_payment_info}}*100`

**Metric Type**: Percent

You can use them in the Calculated Metrics field by their ID which is inside **Curly brackets** {{ID}}

For an example: `{{spend}}`

Happy Reporting!