1. Profit Reporting in Meta Ads

Once CM1 Conversions for Meta Ads are enabled in Mable, you can analyze profitability metrics directly within Meta Ads Manager.

This includes the following key metrics:

• CM1 (Contribution Margin 1)

• CM1 % (Contribution Margin 1 ÷ Purchase Value)

• POAS (Contribution Margin 1 ÷ Spend)

These metrics allow you to evaluate the profitability of individual campaigns and allocate advertising budget from less profitable campaigns to those generating higher profit.

Profit reporting works across all campaigns within a Meta ad account, regardless of which conversion event they optimize for.

If your campaigns optimize for CM1 AllCustomerPurchase, there are a few additional reporting considerations, which are covered later in this guide.

2. Prerequisites for Profit Reporting in Meta Ads

Before profit metrics can be analyzed in Meta Ads Manager, the prerequisites for profit optimization must be completed.

In particular, you need to:

• Configure your COGS in Mable.

• Create the CM1 AllCustomerPurchase event.

Only after these steps have been completed will profit metrics be available for reporting.

The complete setup process is explained in the guide:

Profit Optimization in Meta

3. Why Reporting Changes After the Switch

Once campaigns begin optimizing for CM1 AllCustomerPurchase, the objective of the campaign changes.

Instead of maximizing revenue, Meta is now optimizing to maximize profitable contribution margin.

As a result, the way campaign performance should be evaluated also changes.

While traditional revenue metrics such as Purchase Value and Purchase ROAS were previously the primary KPIs, profit-based metrics become the most important indicators after the switch.

Example

Although Campaign B generates less revenue, it produces significantly more contribution margin and achieves a higher POAS.

If profitability is your primary objective, Campaign B is the stronger performer.

After switching to profit optimization, campaign performance should therefore be evaluated primarily using profit KPIs, rather than traditional revenue metrics alone.

4. Which KPIs Matter After the Switch

After switching to profit optimization, campaign performance should no longer be evaluated solely based on revenue metrics.

The most important profitability KPIs are:

• CM1

• POAS

• CM1 %

Together, these metrics help you understand:

• How much contribution margin your campaigns actually generate.

• Which campaigns are the most profitable.

• Which campaigns create the greatest business value.

5. Using Custom Events and Custom Conversions Correctly in Reporting

For every profit-related event created by Mable, Meta typically receives both:

• A Custom Event

• A Custom Conversion

For example:

• CM1 AllCustomerPurchase

• CM1 AllCustomerPurchase (Custom Conversion)

As a general best practice, we recommend using the Custom Event for reporting whenever possible.

Custom Events are sent directly from Mable and represent the exact signals used for campaign optimization.

Custom Conversions, on the other hand, are based on an additional processing layer within Meta.

In most cases, both produce the same values. However, small discrepancies can occasionally occur.

As a general rule:

• Always use the Custom Event for campaign optimization.

• Use the Custom Event for reporting whenever it is available.

• Use the corresponding Custom Conversion only as a fallback if the Custom Event is not yet available as a reporting column.

5.1 Why Some Custom Events Are Not Available as Reporting Columns

Meta typically makes Custom Events available as reporting columns only after at least one campaign within the ad account has optimized for that event.

Before your first profit-optimized campaign, you'll often see only the corresponding Custom Conversion available for reporting.

In these cases, use the Custom Conversion initially and switch to the Custom Event once it becomes available.

After the first campaign has optimized for the CM1 event, it remains permanently available as a reporting column in Meta Ads Manager.

5.2 What If the Custom Conversion Is Missing?

If the corresponding Custom Conversion is also unavailable, first verify that it has been created in Meta Events Manager.

Navigate to:

Events Manager → Custom Conversions

You should see a Custom Conversion for each profit-related event created by Mable, for example:

• CM1 AllCustomerPurchase (Custom Conversion)

• NewCustomerPurchase (Custom Conversion)

• ReturningCustomerPurchase (Custom Conversion)

⚠ Important:
Do not rely on the statistics or status indicators shown for Custom Conversions in this overview. These values are often unreliable within Meta Events Manager and should not be used to determine whether a Custom Conversion is functioning correctly.

If the required Custom Conversion does not exist, you can create it manually using the following settings:

• Name: CM1 AllCustomerPurchase (Custom Conversion)

• Description: Mable Custom Conversion

• Data Source: Mable Pixel

• Action Source: Website

• Event: The corresponding Mable event (for example, CM1 AllCustomerPurchase)

• Category: Purchase

• Rule: Event Parameter → value → is greater than or equal to → 0

For detailed instructions, see ⬇:

How to Verify and Create Mable Custom Conversions (AllCustomerPurchase) in Meta

6. Configure Custom Reporting Columns for Profit Optimization

To evaluate campaigns based on profit rather than revenue, we recommend adding dedicated profitability metrics to your Meta Ads Manager reporting.

6.1 Add the Standard Reporting Column

We recommend adding the following standard column:

• CM1 AllCustomerPurchase Value

This metric shows:

• The total attributed Contribution Margin 1 (CM1) generated by purchases that Meta attributes to each campaign.

For detailed instructions on adding the Custom Event reporting columns, see ⬇:

How to Add CM1 AllCustomerPurchase Custom Event Columns in Meta Ads Manager

If the CM1 AllCustomerPurchase event column is not yet available, see Section 5.1 for an explanation and use the corresponding Custom Conversion as an alternative.

For instructions on adding reporting columns via Custom Conversions, see:

How to Customize Columns in Facebook Ads Manager

6.2 Create Custom Metrics

We also recommend creating the following custom metrics:

• POAS

• CM1 %

These metrics are not available by default in Meta Ads Manager and need to be created once as custom metrics.

6.3 POAS

Profit on Ad Spend (POAS) measures how much contribution margin is generated for every advertising dollar (or euro) spent.

Formula

CM1 Value ÷ Amount Spent

For detailed instructions, see ⬇:

Create a CM1 POAS Custom Metric in Facebook Ads Manager

6.4 CM1 %

CM1 % measures what percentage of revenue remains as contribution margin after product costs have been deducted.

Formula

CM1 Value ÷ Purchase Value

For detailed instructions, see ⬇:

Create a CM1% Custom Metric in Meta Ads Manager

6.5 Save Your Reporting Preset

Once you've configured your profit reporting metrics, we recommend saving your column configuration as a dedicated reporting preset.

We also recommend creating a dedicated saved report or custom view for profit analysis.

This allows you to switch between your standard reporting view and your profit reporting view without modifying your default column configuration.

For detailed instructions, see ⬇:

How to Save a CM1 Reporting Preset in Meta Ads Manager

7. Evaluating Performance After the Switch

After switching to profit optimization, avoid evaluating campaign performance too early.

Meta needs time to learn the new optimization signal and identify purchasing patterns associated with higher profitability.

For most accounts, the learning phase lasts:

• Around one week

• Often 2–4 weeks

• Occasionally longer

During this period, it's normal to experience:

• Fluctuating performance

• Changes in spend levels

• Temporarily lower POAS

• Reduced conversion volume

This is expected.

The more data and budget available, the faster Meta can learn.

To evaluate long-term performance, focus on the following KPIs:

• CM1

• POAS

• CM1 %

These metrics should always be evaluated over a sufficiently long time period rather than based on only a few days of data.

8. Next Step: Meta Best Practice Setup

To ensure accurate attribution and optimal campaign performance, we also recommend following the best practices for Datasets, Catalogs, and Product Matching.

For the complete guide, see ⬇:

Meta Best Practice Setup