Decide what a result means
The original article made a useful distinction: likes and comments are not the same as purchases or qualified enquiries. Before judging the campaign, identify the outcome you want and check that the reported event measures it.
Cost per result needs that definition. A landing-page visit and a completed purchase are different outcomes. Compare like with like and consider the costs of fulfilling the sale, not just the revenue shown by the advertising platform.
Read delivery and response together
Reach tells you about the audience exposed to the ad. Frequency describes average exposure, not how often every individual saw it. Review repeated exposure alongside response and commercial results before deciding to refresh creative or change the audience.
Click-through rate can help you investigate the message, but clicks do not establish sales. Check whether the destination delivers the offer and whether the customer can complete the journey.
Avoid universal thresholds
There is no single frequency threshold that tells every business to change its ads. Use a suitable comparison period, account for campaign purpose and record what changed.
Check the definitions of the reporting columns in the account you are reviewing. Reconcile important outcomes with store or enquiry records rather than assuming every platform number is directly comparable.
See our Facebook and Instagram advertising services and CRO work.