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Guides and free tools

Meta ads guides and free tools.
Checked at the source, free to use.

Reference guides built from Meta’s own documentation, calculators that need no sign-up, and short lessons to learn the rest.

Start with the guide that matches your question, or run a calculator on your own numbers.

Meta ads guides

Reference pages, each fact taken from Meta’s help center, Meta for Developers or Meta’s quarterly results.

  1. Meta ads specsSources listedEvery Facebook and Instagram ad size, ratio, file limit, text limit and safe zone, placement by placement.
  2. Meta ads statisticsSources listed43 numbers on Meta’s users, ad revenue, price per ad, Advantage+ and Reels, each linked to Meta’s own reports.
  3. Meta ad price historySources listedMeta’s average price per ad and ad impressions, quarter by quarter since Q4 2021, worldwide and by region. With a CSV.
  4. CBO vs ABOSources listedWhen to use Advantage+ campaign budget or ad set budgets, and how to test one against the other.
  5. Meta Conversions APISources listedWhat CAPI sends, how event_id deduplication and Event Match Quality work, and the setup options Meta offers.
  6. Lookalike audiencesSources listedHow big the source should be, which percentage to pick from 1% to 10%, and what Advantage+ audience changed.
  7. Facebook ads report templateA report template for Facebook and Instagram ads: what to include, and how to lay it out for a client or a team.

Audit and lead quality

Practical working guides, with evidence, examples and clear limits.

  1. Meta ads audit checklistReview access, measurement, economics, delivery and changes. Leave with an action log.
  2. Meta ads activity historyInvestigate who or what changed an object, then separate timing from causation.
  3. Instant forms vs website formsCompare qualified leads and customers, not just the price of a submission.
  4. Meta ads permissions checklistInventory asset owners, people, partners and apps. Verify access and offboarding.

Free tools

Calculators that run in your browser. No sign-up, formulas shown.

  1. CPM calculatorFreeGet CPM, ad cost or impressions from the other two, plus CPC and CTR from your clicks.
  2. Facebook ads cost calculatorFreeTurn a budget, a CPM or CPC and a conversion rate into clicks, conversions and cost per result.
  3. ROAS calculatorFreeWork out ROAS, CPA and break-even ROAS from ad spend, revenue and margin.

Learn Meta ads

For the questions a guide does not answer.

  1. Meta Ads academy12 free lessons of a few minutes each, from setting up right to growing spend safely.
  2. Meta Ads glossaryROAS, CPA, CPM, CTR and every other Meta ads term, explained in plain words.
  3. BlogShort, practical articles on launching, reading and fixing Facebook and Instagram campaigns.

Meta ads, made easy

Launch your next campaign in 2 minutes.

Meta Ads