Every other number on this page is a clue. Cost per result is the actual price tag on the thing you set out to buy, a sale, a lead, whatever you told Meta to chase.
The sum is money spent divided by the number of results. If a result is a sale and you spent 20,000 to get 40 sales, each one cost you 500. That is the number that either works for your business or does not.
Work out yours:
This is the one to watch day to day, because it is tied to the goal you actually picked, not to the clicks and views along the way. Those are the journey. This is the bill at the end of it.
The whole thing hangs on one word, result. It only means something if you chose the right result to count. Tell Meta to chase add to carts, and your cheap "result" is a cheap add to cart, which is not a cheap sale. Point it at the thing that actually puts money in your account, and this number starts telling you the truth.
Clicks and views are the journey. Cost per result is the bill.
Sources
- Standard advertising definition. This page explains a universal metric, not a Meta-specific figure, so there is no benchmark or platform number to source. Any example numbers are illustrative and labeled as made up.
Last checked 9th August 2026. Next check 15th August 2026.