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 or Meta for Developers.
- Meta ads specsSources listedEvery Facebook and Instagram ad size, ratio, file limit, text limit and safe zone, placement by placement.
- CBO vs ABOSources listedWhen to use Advantage+ campaign budget or ad set budgets, and how to test one against the other.
- Meta Conversions APISources listedWhat CAPI sends, how event_id deduplication and Event Match Quality work, and the setup options Meta offers.
- Lookalike audiencesSources listedHow big the source should be, which percentage to pick from 1% to 10%, and what Advantage+ audience changed.
- 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.
Free tools
Calculators that run in your browser. No sign-up, formulas shown.
- CPM calculatorFreeGet CPM, ad cost or impressions from the other two, plus CPC and CTR from your clicks.
- Facebook ads cost calculatorFreeTurn a budget, a CPM or CPC and a conversion rate into clicks, conversions and cost per result.
- 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.