Post Comment
Which ad started a conversation, and whether you want the one it started.
What it means
Post Comment is the number of comments left on an ad's post during the period, shown per ad on the Ads In Campaign table. It's a count with no direction in it: praise, a sizing question and a complaint about delivery each add 1. It's also a count of comments rather than of people, so 3 replies from the same person add 3.
Show the math
Formula and a worked example
There's no formula. Each comment on the ad's post adds 1. Nothing in the column says who wrote it, what it said, or whether it helped.
Compare per euro, not per row. Divide by SpendSpendWatch it to control budget and back the winners. so an ad with 6 times the budget doesn't win by default.
Worked example. Ad A takes 240 comments on €8,000. Ad B takes 90 on €1,500. That's 30 comments per €1,000 for A and 60 for B — B provokes twice the conversation per euro, on a row you'd have scrolled past.
Neither figure tells you what the conversation was about. That part costs you 2 minutes on the ad itself, and it's the only column on this table where reading the thing behind the number is the whole job.
It answers the question
Which ads are people talking under? A high count means the creative provoked a response strong enough to type — which is worth investigating, in either direction.
Why it matters
This is the only number on the table that names the objection. Every other column tells you something stopped working; comments tell you why, in your customers' own words, on the day it happened. Sizing confusion, a delivery promise people don't believe, a price that reads wrong — it arrives here first and free.
That's also why it can't be read as a scoreboard. A count going up is a reason to open the ad, not a result to report. An ad collecting 200 comments because the price confused people and one collecting 200 because the product delighted them produce the identical figure in this column.
What good looks like
There's no target here, and a high count isn't automatically good. This is a count, so its size follows budget and run length — compare ads inside one campaign over the same window and normalise by Spend. The only reading that means anything is the one you do by hand: sort the table by this column and open the top row.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Read the top row and answer what's there | Open the ad with the biggest count and reply to the questions people actually asked | Nothing in this column. The effect lands in the click and purchase columns. | Same day | It's your time, every day the ad runs, and every answer has to be one you're happy to leave standing. |
| Fast Move the recurring answer into the creative | If the same question keeps appearing, put the answer on the ad instead of under it | Fewer comments of that kind, better click quality | 1–2 weeks | The ad gets busier and slower to read. Watch Thumbstop and Video Comp. on the same row — you may have bought clarity with attention. |
| Slow Brief creative that takes a position | Say something specific about who the product is and isn't for, instead of hedging | More comments, and stronger clicks from the people who agree | 3–6 weeks | Comments cut both ways. A position collects the disagreements too, and this column won't tell you which kind you got until you read them. |
| Slow Fix what people keep complaining about | Change the sizing guide, the delivery promise or the price clarity that the comments name | The complaint stops appearing | 1 quarter | Real money or a real product change, and this column only moves weeks after the fix has shipped. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Conversation is not revenue. Put the count next to the return and it tells you which kind of conversation you're having.
Talking and buying
People are engaging and converting. Keep the angle, and keep replying while the ad runs — an unanswered question is the cheapest objection you'll ever get the chance to handle.
Loud and not selling
A creative provoking a response that doesn't convert is usually collecting objections. The answer is written under the ad, and no other column on this table can give it to you.
Quiet seller
Almost nobody's commenting and it's returning well. That's a normal shape for a direct-response ad, and the silence is not a problem to solve.
Nobody's engaging at all
No conversation and no return. Before you rewrite the offer, confirm the ad is being seen; a weak hook makes every column below it look the same.
Reactions are simple approval; comments are effort. When comments climb and reactions stay flat, the response isn't straightforward agreement — but neither column carries a sign, so the pair can only tell you where to look, not what you'll find. Treat it as a prompt to open the ad, and give it 2 minutes before you draw a conclusion.
Comments rising while cost per purchase rises is the shape of an ad that provokes without persuading. It's a useful pairing because both move within days, long before you'd have enough purchases on a single ad to judge it — the comments explain the cost while the cost is still moving.
Common misreads
The count is unsigned. A compliment, a question and a complaint are worth exactly 1 each here, so the column can tell you an ad provoked people and nothing about which way.
They don't have to. An ad can sell steadily with almost none, and a viral argument under a creative can sell nothing at all. Check the return on the same row before you read anything into this one.
It counts comments. One person leaving 3 replies in a thread adds 3, so a single long exchange can carry a row on its own. ReachReachYour true audience size; compare with frequency for saturation. is the only Meta column the app describes as unique people.
Also called
Comments · post comments · ad comments
See yoursComments per ad inside a campaign, next to the reactions, saves and shares on the same rows.
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