How to Calculate Unsubscribe rate in Facebook Ads Manager

7 minute read

ThoughtMetric Metric Calculation

Are you using Facebook Ads to promote your business? If so, then you need to keep track of your unsubscribe rate to ensure that your ads are having the desired effect. In this article, we will take a look at what unsubscribe rate is, why it matters, and how to calculate it in Facebook Ads Manager.

Understanding Unsubscribe Rate in Facebook Ads

Before we dive into the specifics of calculating unsubscribe rate, let's first take a closer look at what it actually means in the context of Facebook ads. Simply put, unsubscribe rate is the rate at which people choose to stop following your Facebook page or unsubscribe from your email list.

What is Unsubscribe Rate?

Unsubscribe rate is a metric that measures how many people have chosen to opt-out of receiving further communication from your business. This can happen for a variety of reasons, such as dissatisfaction with your products or services, receiving too many unwanted messages, or simply losing interest over time.

It's important to note that while a high unsubscribe rate may seem alarming, it's not always a negative thing. In fact, it can be a good thing if it means that you're refining your target audience and only reaching those who are truly interested in what you have to offer.

Why is Unsubscribe Rate Important?

Unsubscribe rate is an important metric because it tells you how effective your marketing efforts are. If your unsubscribe rate is high, it means that your ads are not resonating with your target audience, or there may be something wrong with your approach.

However, it's important to look at unsubscribe rate in conjunction with other metrics, such as click-through rate and conversion rate. If your unsubscribe rate is high but your click-through rate and conversion rate are also high, it may simply mean that you're attracting a lot of new leads who are not quite ready to commit yet.

On the other hand, if your unsubscribe rate is high and your click-through rate and conversion rate are low, it may be time to reevaluate your targeting and messaging to ensure that you're reaching the right people with the right message.

Ultimately, tracking and analyzing your unsubscribe rate can help you identify areas for improvement in your Facebook ad campaigns, allowing you to make data-driven decisions and optimize your marketing efforts for success.

Setting Up Your Facebook Ads Manager

Before you can start tracking your unsubscribe rate, you need to have a Facebook Business account and access to Ads Manager. If you haven't set these up yet, here's how:

Creating a Facebook Business Account

To create a Facebook Business account, go to and follow the instructions provided. Once your account is created, you will be able to access the Ads Manager interface.

Navigating the Ads Manager Interface

The Ads Manager interface can be a bit overwhelming at first, but with a little practice, you'll get the hang of it. Here's a quick rundown of the main components:

  • The Ads Manager menu: This is where you can access all of your campaigns, ad sets, and individual ads.
  • The Ads Reporting dashboard: This is where you can view detailed insights and metrics about your ads.
  • The Ads Creation page: This is where you can create new ads, select your targeting options, and choose your ad placement.
  • The Billing tab: This is where you can view and manage your account billing and payment information.

Tracking Unsubscribes in Facebook Ads Manager

Now that you have access to Ads Manager, it's time to set up your unsubscribe event and start tracking your unsubscribe rate.

Adding the Unsubscribe Event to Your Ads

To track unsubscribes, you first need to set up the unsubscribe event. Here's how:

  1. Go to the Facebook Events Manager and click "Create Event".
  2. Select "Custom Conversion".
  3. Enter a name for your event and select "unsubscribe" as the category.
  4. Choose the pixel you want to associate with the event and click "Create".

Customizing Your Unsubscribe Tracking Settings

Once you have created your unsubscribe event, you can customize your tracking settings to fit your specific needs. Here are some settings you may want to consider:

  • Attribution window: This determines the time frame in which Facebook will attribute an unsubscribe event to a specific ad. You can choose from a range of options, from one day to 28 days.
  • Conversion value: This allows you to assign a monetary value to an unsubscribe event. This can be useful if you want to track the ROI of your ads.
  • Conversion window: This is the amount of time Facebook will give credit to an ad for leading to an unsubscribe event.
  • Optimization event: This setting determines which event Facebook will optimize your ads for. In our case, we want to optimize for unsubscribes.

Calculating Unsubscribe Rate

Now that you have your unsubscribe event set up, it's time to start tracking your unsubscribe rate. Here's how:

Gathering the Necessary Data

Before you can calculate your unsubscribe rate, you need to gather some data. This includes:

  • Total impressions: The number of times your ad was displayed to users.
  • Total clicks: The number of times users clicked on your ad.
  • Total unsubscribes: The number of people who unsubscribed from your page or email list after clicking on your ad.

Using the Unsubscribe Rate Formula

Once you have your data, you can use the unsubscribe rate formula:

Unsubscribe rate = (Total unsubscribes / Total clicks) x 100%

Interpreting Your Unsubscribe Rate

So, what does your unsubscribe rate actually mean? Here are some benchmarks:

  • Less than 0.5%: Excellent
  • 0.5-1%: Good
  • 1-2%: Acceptable
  • 2-5%: Needs Improvement
  • Greater than 5%: Poor

Tips to Reduce Unsubscribe Rate

If your unsubscribe rate is higher than you'd like, here are some tips to help you reduce it:

Targeting the Right Audience

Make sure you are targeting the right audience for your ads. Use Facebook's targeting tools to narrow down your audience based on demographics, interests, and behaviors.

Crafting Engaging Ad Content

Make sure your ad content is engaging and relevant to your audience. Use clear and concise language, eye-catching visuals, and a compelling call-to-action.

Testing and Optimizing Your Ads

Test different ad formats, headlines, images, and calls-to-action to see what works best for your audience. Use Facebook's split testing tool to compare different variations of your ads and optimize your campaigns accordingly.


Calculating and tracking your unsubscribe rate is an important part of any Facebook Ads campaign. By understanding what unsubscribe rate is, why it matters, and how to calculate it, you can improve the effectiveness of your ads and reach your target audience more effectively.

Use ThoughtMetric to Calculate Unsubscribe rate

Try ThoughtMetric and start understanding the performance of your e-commerce marketing today.

Sign up for free