Ads
The Ads page (/ads) is your control center for all your Meta Ads. It's divided into two tabs: Performance and Library.
Performance Tab
The Performance tab displays a detailed table of each active or paused ad, with all its performance metrics.
Per-Ad KPIs
| KPI | Description |
|---|---|
| Spend | Amount spent on this ad |
| Clicks | Number of clicks on the ad |
| Impressions | Number of times the ad was displayed |
| CTR | Click-through rate (clicks / impressions) |
| CPC | Cost per click |
| CPM | Cost per thousand impressions |
| Leads | Number of leads generated |
| Applications | Number of completed application forms |
| Bookings | Number of appointments booked |
| Sales | Number of attributed sales |
| Revenue | Revenue generated by this ad |
| ROAS | Return on ad spend (revenue / spend) |
| CPA | Cost per acquisition (spend / sales) |
Information Displayed Per Ad
Each table row displays:
| Column | Description |
|---|---|
| Ad name | Ad identifier |
| Campaign | Parent campaign the ad belongs to |
| Ad set | Ad set (audience / placement) |
| Status | Active or paused |
The table is sortable: click any column header to sort by that metric. You can also filter by campaign, ad set, or status to isolate a subset of ads.
Naming Convention
DURUM.ai uses a structured naming system to quickly identify your ad variants:
| Code | Meaning | Example |
|---|---|---|
| TX | Same copy (text) | T1 = first copy, T2 = second copy |
| IX | Same creative (visual) | I1 = first visual, I2 = second visual |
So an ad named T1-I3 uses the first copy with the third visual. This convention enables systematic comparison of copy and creative performance.
Per-Ad Drilldown
Click an ad to see its individual event details: each lead, application, booking, and sale attributed to this ad, with date, prospect name, and product.
CSV Export
The table can be exported as CSV for analysis in Excel or Google Sheets. Use the export button above the table.
Library Tab
The Library tab offers a gallery view of all your ads, focused on visuals rather than numbers.
Gallery Content
Each library card displays:
- Creative preview: preview of the image or video used in the ad
- Ad name: identifier for quick reference
- Status: active or paused
- Performance indicators: key metrics to evaluate creative effectiveness
Available Filters
| Filter | Description |
|---|---|
| Campaign | Show only creatives from a specific campaign |
| Status | Active, paused, or all |
| Performance | Sort by metrics to see best or worst visuals |
Identify Your Best Visuals
The library is particularly useful for visually spotting which creatives generate the best results. Compare visuals side by side to guide your next ad production.
Ad Waste
DURUM.ai automatically detects ads spending budget without generating conversions and flags them in a dedicated section.
| Information | Description |
|---|---|
| Campaign | Campaign the ad belongs to |
| Ad | Name of the problematic ad |
| Reason | Why it's flagged (spend without conversion, excessive CPA, etc.) |
| Wasted amount | Budget spent without measurable results |
INFO
Ad waste doesn't automatically mean you should cut the ad. Some ads contribute to the top of the funnel (awareness, traffic) without generating direct sales. Always evaluate the context before making a decision.
Ad Attribution
DURUM.ai links each ad to its results (leads, sales, revenue) through UTM parameters transmitted in your ad links:
| UTM Parameter | Usage in DURUM.ai |
|---|---|
utm_campaign | Associates an event with its source campaign |
utm_content | Associates an event with the specific ad (via ad_name) |
When a prospect clicks an ad and submits a form, the system records these parameters to attribute the conversion to the right ad. This is what enables ROAS, CPA, and per-ad revenue calculations.
Reliable Attribution
For attribution to work correctly, your Meta ads must have UTM parameters configured. If you notice sales appearing in the dashboard without being attributed to an ad, contact your account manager to verify UTM configuration.