Adding augmented reality camera effects to Facebook and Instagram mobile ads can significantly improve campaign performance. You can see metrics in Ads Manager or in Ads Reporting.

Metrics available for augmented reality ads

In addition to video ad metrics and other Instant Experience metrics, you can use the following metrics to evaluate the performance of your augmented reality ad:

• Instant Experience View Time: The average total time in seconds that people spend viewing an Instant Experience. An Instant Experience can include videos, images, products from a catalog, an augmented reality effect and more. For an augmented reality ad, this metric counts the average time people spent viewing your augmented reality effect after they tapped your ad.
• Instant Experience Clicks to Open: The number of clicks on your ad that open an Instant Experience. For an augmented reality ad, this metric counts the number of times people tapped your ad to open your augmented reality effect.
• Instant Experience Outbound Clicks: The number of clicks on links in an Instant Experience that take people off Meta technologies. For an augmented reality ad, this metric counts the number of times people tapped the call to action button in your augmented reality effect.

Instant Experience view time

The average total time, in seconds, that people spent in an Instant Experience. An Instant Experience is a screen that opens after someone interacts with your ad on a mobile device. It may include a series of interactive or multimedia components, including video, images, products and more.

How it's calculated

The metric counts the average total time spent in the Instant Experience that was linked from your ad. It also includes time spent in other Instant Experience units linked from the original Instant Experience.

Time spent for augmented reality ads does not include any time spent outside the camera experience—for example, if someone edits or shares the photo or leaves the experience running in the background.

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Instant experience clicks to open

The number of clicks on your ad that open an Instant Experience.

This metric is in development.

How it's used

For playable ads, this metric only applies to the Feed placement because Audience Network doesn't require lead-in video. To better understand drop-off points for playable ads, you can look at placement-specific metrics by selecting Placement from the breakdown menu in Ads Manager reporting.

How it's calculated

This metric counts the number of times an Instant Experience opened as a result of people clicking on your ad.

This metric is only available for playable ads.

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Instant experience outbound clicks

The number of clicks on links in an Instant Experience that lead to destinations outside Meta technologies.

This metric is in development.

How it's used

To better understand drop-off points for playable ads, you can look at placement-specific metrics by selecting Placement from the breakdown menu in Ads Manager reporting.

How it's calculated

This metric counts clicks that take people from an Instant Experience to other destinations outside Meta technologies.

It only includes clicks on links that appear inside the Instant Experience. Destinations include:

• Websites
• Your product page in an app store
• App deep links

This metric is only available for playable ads.

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