said 1 year, 3 months ago:
I would ignore that stat. All it shows is how many times people have had the chance of seeing your add (on average).
The stats you want to focus on are:
Clicks – how many people click on your ad
Connections – how many people Liked you page due to the ad
CTR – Click Through Rate
and Spend – when you are working out how much you spent to get each connection.
To get that dollar value, simply divide the number of Connections you made by the amount of money you spent when the ad has finished it’s run.
With regard to the CTR, if you achieving over 0.025 when you first start out you are doing pretty well. The higher this number, the better (generally speaking) as it measures how many people clicked on your ad verses those who potentially saw your ad (Campaign Reach).
But the most important measure is how many Connections you are making. And how much they are costing you.
Keep a spreadsheet with each ad’s stats and you will see over time which ads that are performing and which are not.
Hope that helps!