This reference explains every metric shown in Wonderkind NEXT reports and what each means for your recruitment advertising performance.
Delivery metrics
Metric | Formula | What it tells you |
Impressions | Raw count | How many times your ad was shown. A measure of reach. |
Reach | Unique users shown the ad | Impressions ÷ Reach = frequency (how often each person saw your ad) |
Frequency | Impressions ÷ Reach | High frequency (>3×) can cause ad fatigue, rotate creatives |
Clicks | Raw count | How many people clicked on your ad |
CTR (Click-Through Rate) | Clicks ÷ Impressions × 100 | Engagement quality. Recruitment ads typically see 0.5–2% CTR |
Cost metrics
Metric | Formula | What it tells you |
Spend | Total budget used | Total cost of delivering the campaign |
CPC (Cost Per Click) | Spend ÷ Clicks | Efficiency of traffic generation. Lower is better, but context matters |
CPM (Cost Per Mille) | Spend ÷ Impressions × 1000 | Cost per 1,000 ad views, useful for brand awareness benchmarking |
CPL (Cost Per Lead) | Spend ÷ Leads | For Meta Leads campaigns, cost to collect one application |
CPA (Cost Per Application) | Spend ÷ Applications | Most important metric for recruitment ROI |
Conversion metrics
Metric | Definition | Notes |
Applications | Tracked conversions representing job applications | Requires conversion pixel on your careers page or ATS integration |
Leads | Native Meta lead form submissions | Only for Leads-objective campaigns |
Application rate | Applications ÷ Clicks × 100 | Quality of the candidate journey after the click |
Budget metrics
Metric | Definition |
Daily budget | Maximum spend per day set at campaign level |
Lifetime budget | Total spend cap for the campaign's full duration |
Remaining budget | Budget not yet spent, shown as gauge on campaign detail page |
Budget pacing | How evenly spend is distributed across the campaign duration |
Benchmarks for recruitment advertising
These are indicative ranges for job advertising on Meta. Actual results vary by industry, location, and creative quality.
Metric | Weak | Average | Strong |
CTR | < 0.5% | 0.5–1.5% | > 1.5% |
CPC | > €3.00 | €1.00–3.00 | < €1.00 |
Application rate | < 5% | 5–15% | > 15% |
CPA | > €50 | €15–50 | < €15 |
These benchmarks are guidelines only. Always compare against your own historical performance, not industry averages.
Related articles
Campaign Performance Reports
UTM Tracking & Attribution