Facebook Ads


A/B Test:

A method used to compare different versions of your ads to assess their performance and uncover ways to enhance future campaigns. Variables such as audiences, creatives, placements, and more can be tested.

Account Settings:

The section on Facebook where you can manage and modify aspects of your account, including your username, password, alerts, and privacy settings.


An action refers to an activity performed when a user interacts with your Facebook ad. This can include actions like watching a video, clicking a link, reacting to a post (e.g., likes, shares), or downloading an app.


Short for advertisement, an ad on Facebook is content that is paid to appear on the platform and reach other users. Facebook ads encompass creative elements such as images and copy.

Ad Set:

A collection of ads that share common settings and parameters, such as budget, location, and posting schedule. An ad set guides Facebook on how to display your ads.

Ad ID:

It’s a unique number given to all ads you’ve created.


refers to the act of adding products to a virtual shopping cart on an e-commerce website.

Ad Auction:

The process in which Facebook determines which ads to show to users based on various factors like bid amount, ad relevance, and audience targeting.

Ad Call to Action (CTA):

It is a marketing method used to create instant incentives for any tool on websites and to get users to take action. It is basically a message of a few words.

Ad Account:

An account required to run ads on Facebook, typically established after creating a Facebook Business Manager account.

Ad Preview:

A panel on the right side of your ad editing interface that displays examples of how your ad will appear in various placements.

Ad Relevance Diagnostics:

A Facebook system designed to evaluate how well your ads rank compared to others targeting the same audiences. It provides rankings in three categories: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking, with rankings as 'above average,' 'average,' or 'below average.'

Ad Schedule:

A feature that allows you to specify when your ads will be displayed. You can choose specific days of the week and times of day for your ads to run, but this feature is only applicable when using lifetime budgets.

Ads Manager:

is a tool that you can use to create, manage, and run ads on Facebook as well as handle all your payment and billing information related to advertising on Facebook.

Advertising Campaign:

One of the ways of creating awareness in the minds of the general audience and buyers is by promoting your product and services to them in the form of digital advertisements. When an advertisement is created to drive results such as increasing sales, improving brand status, or reaching a larger audience, these ads are called an Advertising Campaign.

Aggregated Event Measurement:

A system that limits domains to a maximum of eight events. These events are prioritized based on a configured hierarchy, influencing Facebook ad campaign optimization, particularly for tracking events on Apple devices with iOS14 or newer.

Amount Spent:

It’s a field in a reporting table that tells you how much money you spent on an ad, ad set, or campaign.


Short for application, Facebook apps are third-party software that enhances the user experience by adding features and functionality (e.g., Facebook Messenger).

Attribution Setting:

Determines the timeframe within which conversions are attributed to your campaigns, ad sets, or ads after a click or view. For instance, '7-day click or 1-day view' means conversions from clicks within the last seven days or views within the last day will be credited to the respective campaigns, ad sets, or ads.

Auction Overlap:

Occurs when multiple of your ads compete against each other in the same auction, often due to overlapping targeting or audience members.

Audience Definition:

A feature that provides insights into the size and specificity of the audience you've created for an ad set. It helps estimate whether the audience size is too narrow, appropriate, or too broad.

Audience Exclusion:

The practice of excluding certain audiences from your targeting, ensuring that your ads do not reach specific individuals. For instance, you may exclude individuals interested in tea when targeting coffee lovers.

Audience Fragmentation:

When similar ads are displayed to different audiences through separate ad sets. While not always unfavorable, it can affect the learning phase's efficiency, prompting Facebook to suggest combining similar audiences into a single ad set.

Audience Network:

A cluster of Facebook’s partners. It’s a wide range of mobile app and web publishers who show your ads on their apps and websites.

Automated Rule(s):

A feature allowing you to automate specific processes on Facebook by instructing it to take actions when predefined conditions are met. For example, you can set automated rules to pause ad sets, adjust budgets, or modify bid strategies under certain circumstances.

Automatic Placements:

A feature that permits Facebook to automatically select the most suitable ad placements based on predicted performance, in contrast to manually selecting placements.

Average Order Value (AOV):

a metric that measures the average dollar value of each order or sale made on your website. It’s calculated by dividing the total revenue with the total number of orders

Auction-Based Buying:

In this approach, each of your ads participates in an auction, and you have real-time control over the bidding process.



Visual tags displayed next to the names of Facebook group members, indicating their level of commitment or role within the group. Examples include admin badges, conversation starter badges, and group founder badges.


A detailed targeting audience category that allows advertisers to target users based on their past, current, or potential future behaviors. For instance, you can target audiences such as 'frequent travelers' or 'engaged shoppers' within this category.

Behavior Targeting:

A targeting option that allows you to reach Facebook users based on their online behavior and activities.

Behavioral Custom Audience:

A custom audience created based on the online behavior and actions of Facebook users.


An amount you are willing to pay in an auction to have your ads displayed in various locations on Facebook. Your bid determines how competitive your ad placement is within the auction.

Bid Cap:

The maximum amount you are willing to pay for a single click or impression on your Facebook ad.

Bid Strategy:

A strategy that defines how you want to set your bids in a Facebook ad auction. You can manually set bids at the ad set level using options like bid caps or cost caps. Alternatively, if you're using Campaign Budget Optimization (CBO), you can choose from Facebook's automated bid strategies, such as 'lowest cost,' 'highest value,' or 'minimum ROAS' (Return on Ad Spend).

Boost Post:

Boosting a post involves promoting it to a wider audience by increasing its visibility in users' news feeds. This tactic is often used for posts with high engagement rates or to direct users to a specific landing page in order to generate more conversions.

Bounce Rate:

The percentage of visitors who navigate away from your website after viewing only one page, often measured when your Facebook ad leads to a landing page.

Bottom of Funnel (BOFU):

last stage of the sales process. During this stage, the customer is already interested in purchasing from your company but might need some questions answered before making the final decision.


The process of establishing and promoting your brand's identity, often through Facebook ads that emphasize your brand's values and image.


Breakdowns in Facebook advertising allow you to dissect and analyze campaign, ad set, or ad performance data based on various segmentation factors. For instance, you can break down data by time (e.g., daily metrics within a selected time period) or by specific actions taken by users.

Broad Categories:

Facebook provides a list of broad targeting categories to make ad targeting easier for you. You can group your users by interests, Facebook likes, apps installed, and so on.


The total amount of money allocated for running advertising campaigns on Facebook. Businesses and advertisers set budgets to determine how much they are willing to spend on their ad campaigns. For example, a company might allocate a monthly budget of $20,000 for advertising on the platform.

Budget Optimization:

A feature that automatically distributes your budget across different ad sets to maximize overall campaign performance.

Buying Type:

A setting that determines how you want to purchase ad inventory on Facebook.


Call-to-action (CTA) Button:

A feature added to Facebook ads that displays a clickable button with a specific call-to-action (e.g., 'Sign Up,' 'Learn More,' 'Download'). These buttons encourage users to take desired actions.

Call Extension:

A mobile-specific ad feature that adds a call button to ads. When users click this button after viewing the ad, it opens the dialer with your phone number, making it easy for them to call your business.


The top-level structure in your Facebook Ads account. A campaign houses ad sets and individual ads, defining the overall objective, budget, and special ad category declarations for the ads within it.

Campaign ID:

A unique identifier associated with a specific advertising campaign used for tracking and organization.

Campaign Budget Optimization:

An automated feature that optimizes your campaign budget across multiple ad sets to achieve the best results. Facebook automatically allocates your budget based on your chosen bid strategy.

Campaign Objective:

One of the first steps in creating a campaign is to choose an objective.The campaign objective is your ultimate goal. Your selection will impact options, including optimization and delivery. Options include Awareness, Traffic, Engagement, Leads, App Promotion, and Sales.

Carousel Ad:

An ad format that allows you to include multiple images or cards within a single ad. Users can horizontally scroll through these cards, each of which can have its own headline, description, and URL. Carousel ads are ideal for showcasing multiple products or telling a story.


A repository of product information used for e-commerce advertising on Facebook. It contains details about the products available for sale and is managed through Facebook's Commerce Manager.


User interactions with your ad, including clicks on links, buttons, or other interactive elements. Clicks indicate user interest in the ad content.

Click Attribution:

Click Attribution is one way Meta gives credit to an ad for a conversion. Credit will be given to an ad when someone clicks your ad within a specified number of days of clicking. Click Attribution options include 1-day click, 7-day click, and 28-day click, the last being only available for reporting.

Collection Ads:

Advertisements that showcase a group of products or services. When users click on a collection ad, it opens into a fullscreen Instant Experience, providing an immersive shopping experience.


A feature within Ads Manager that allows you to customize the metrics and settings displayed for your campaigns, ad sets, or ads. You can choose which data columns to view, such as results, cost per result, and cost per click.


When choosing an audience to target with your ad, you can choose to include or exclude people who like and follow your page. Those people are grouped as Connections.


Valuable actions taken by users in response to your ads or posts. Conversions can include lead form submissions, sign-ups, phone calls, and more. These actions may occur on your website or within the ad itself, depending on the ad type. Proper tracking typically requires the Facebook Pixel installation.

Commerce Manager:

An interface for managing sales efforts on Facebook and Instagram. In Commerce Manager, you can create a shop, set up checkout, review sales history, and manage your product catalog.

Conversions API:

An advanced tracking method for events that occur on websites, platforms, or CRMs. It allows you to send event data directly to Facebook servers, enhancing data accuracy and ad performance measurement, especially in scenarios where the Facebook Pixel may not capture all data.

Conversion Event Location:

A setting within the ad set that defines where conversion events occur. For example, you can set events to happen on your website (e.g., lead form submissions) or within Facebook Messenger interactions.

Conversion Rate Ranking:

Part of the ad relevance diagnostics system, conversion rate ranking assesses how your ad's expected conversion rate compares to other advertisers targeting the same audience. Rankings include above average, average, or below average.

Conversion rate optimization (CRO):

Process of optimizing ads to provide more conversions.

Cost Control:

An ad set-level feature that allows you to specify the maximum budget an ad set can spend, providing control over spending.

Cost Per Click (CPC):

The cost associated with each link click on your ad. It's calculated by dividing your total spend by the total number of link clicks during a specific time period.

Cost Per Result:

Similar to cost per acquisition (CPA), this metric calculates the approximate cost for each desired result, such as a conversion event. It's determined by dividing your total spend by the total number of results.


stands for customer acquisition cost – and is the cost to acquire a paying user.

Cost per Lead (Conversion):

CPL – The average cost for each lead you get. Either action on your website or lead form completed.

Cost per 10-Sec Video View:

The average cost per 10-second video view. Calculated as the amount spent divided by the number of 10-second video views

Cost Per Unique Purchase (CPUP):

The estimated average cost of each unique purchase.

Cost per Page Like:

The average cost for each Page as a result of your ad.

Click-through Rate (CTR):

The percentage of users who clicked on your ad after viewing it. It's calculated by dividing the total number of link clicks by the total number of ad impressions.

Creative Hub:

It’s a tool you can use to create your ads on Facebook. Use it to also view ads created by other businesses and draw inspiration.

Creative Reporting:

A tool that provides insights into the performance of individual creatives within your ad campaigns. It allows you to analyze and compare creatives based on metrics like CTR, impressions, and CTA (Call to Action).

Custom Audience:

A targeting strategy that enables you to target specific users who have interacted with your brand on Facebook.

Custom Event:

An event on Facebook that doesn't fall under the predefined standard events list. Custom events are typically used for tracking complex conversions and require manual installation through website code.

Customer List:

A list containing contact information voluntarily provided by customers. In Facebook, customer lists can be uploaded and used to create custom audience segments.

Customer List Audience:

An audience created using a customer list. It matches Facebook users' information with the data in the customer list, allowing you to target these users with your ads.


Daily Active Users (DAUs):

A metric that measures the number of individuals who have engaged with your Facebook page on a specific day. It provides insights into daily user activity and interactions with your page.

Daily Page Activity:

A metric that quantifies the level of engagement and activity your Facebook page receives on a daily basis. It helps assess the daily performance and engagement trends of your page.

Daily Budget:

The average amount of money you allocate to spend on Facebook ads each day. This budget determines the daily expenditure for your ad campaigns.


The delivery tab in Ads Manager provides information about the status of your campaigns and ad sets. It helps you monitor the performance of your ads and identifies any issues or discrepancies in the delivery of your ads. Essentially, it answers the question, 'Are my ads being displayed and delivered as intended?'


A category within detailed targeting that allows you to target specific Facebook users based on their personal characteristics, such as age, gender, relationship status, parental status, or educational background.


A component of a Facebook ad is displayed at the bottom, below the headline. Descriptions are optional and provide additional context or information about the ad. You can create multiple variations of descriptions for non-dynamic ads.

Detailed Targeting:

A form of audience targeting that involves selecting predefined audience categories based on users' interests, behaviors, or demographics exhibited on Facebook. Advertisers can target ads to these specific audience groups, allowing for precise targeting based on user characteristics.

Display Link:

A shortened version of your website URL that is visible on your ad. It serves as a cleaner and more concise representation of the web address. For instance, if your website URL is 'https://example.com/page,' you can use 'example.com' as the display link.

Down-sell (DS):

A sales technique that involves offering the customer a cheaper product when he or she wants to give up on purchasing the product they were initially interested in. The goal of down-selling is to make sure to acquire the customer, even if it means making less profit on that particular sale.


A version of Ads Manager containing unpublished changes made to campaigns, ad sets, or ads. Drafts are not live until they are published. They allow advertisers to experiment with modifications and strategies without affecting live campaigns. Other managers using their own profiles on the same account cannot see unpublished drafts made by another manager.

Dynamic Creative Ad:

An ad format that enables advertisers to upload multiple image or video assets along with variations of headlines, primary text, call-to-action buttons, and descriptions. Facebook dynamically combines these elements in real-time to create personalized ads for users based on their preferences and behaviors.

Dynamic Experiences:

A feature that allows for a semi-dynamic creative effect within non-dynamic ad sets. Advertisers upload a single image or video asset and create various versions of primary text, headlines, descriptions, and call-to-action buttons. Facebook uses these assets to optimize ad 'content' for individual auctions, enhancing ad relevance.

Dynamic Product Ads (DPA) :

A type of Facebook ads that automatically promotes your products to people who have visited your website or app. You will need to upload your product catalog to Facebook in order to be able to use dynamic ads.


End Date:

The specified date marking the conclusion of an advertising campaign on Facebook. It's when the campaign stops running.

Engaged Users:

Individuals who actively interact with your Facebook ads or posts by performing actions such as clicking, liking, sharing, or commenting. Engaged users demonstrate a genuine interest in your 'content'.

Engagement Rate Ranking:

A crucial element of the ad relevance diagnostics system. Engagement rate ranking evaluates how your ad's predicted engagement rate compares to that of other ads targeting the same audience in the same ad auctions. Rankings can be 'above average,' 'average,' or 'below average.'

Estimated Daily Results:

A feature located within the ad set editing panel, providing an estimate of the anticipated daily reach and conversions your ad set is likely to achieve. Facebook calculates these estimates based on several factors, including your chosen audience, budget, ad placements, attribution window, and other relevant factors.

Event Setup Tool:

A tool designed to simplify the process of configuring conversion events using the Facebook Pixel installed on your website. It guides you through the setup process, allowing you to specify the URL where the conversion event occurs or track button clicks. For more complex events, manual setup using custom events may be necessary.

External Referrals:

Clicks originating from external domains that direct users to a Facebook page but do not come from facebook.com. These external referrals can result from various sources such as external websites, search engines, or email campaigns. They represent traffic driven to your Facebook page from sources external to the Facebook platform.


Facebook Ads Manager:

A comprehensive platform designed for creating, managing, and optimizing Facebook ad campaigns. It provides advertisers with tools to design and monitor their ad campaigns, ad sets, and individual ads.

Facebook Algorithm:

Facebook's machine learning system responsible for determining the content displayed on users' Facebook Feeds. The algorithm analyzes various factors to deliver content it deems most relevant to individual users, and it has evolved over time.

Facebook Business Suite:

An integrated interface that empowers businesses to efficiently manage their Facebook pages, profiles, messages, notifications, and some reporting functions across multiple Facebook properties from a central hub.

Facebook Insights:

A valuable analytics tool that provides in-depth data analysis and reports on various aspects of your Facebook performance, including paid ad campaigns and organic page traffic. It offers insights into audience behavior, engagement, and content performance.

Facebook Events Manager:

The centralized platform for tracking, reporting, and troubleshooting all your Facebook events. It allows you to manage and monitor events associated with your advertising campaigns and website activities.

Facebook Marketplace:

An online platform within Facebook where users, including individuals and businesses, can buy and sell a wide range of goods and products. It provides a marketplace for transactions between users.

Facebook Messenger:

A mobile instant messaging application that enables direct communication between users and businesses on Facebook. It offers real-time chat, voice calls, and other messaging features.

Facebook Pixel:

A snippet of code installed on a website to track user activity and events, such as page views, lead submissions, or purchases. The Pixel collects data and relays it to Facebook Ads Manager, allowing for accurate tracking and attribution of website interactions to specific ad campaigns.

Facebook Shops:

A customizable e-commerce platform that enables businesses to create an online shopping experience within Facebook. It allows potential customers to browse, add products to their cart, and make purchases without leaving the Facebook platform.


The Facebook Feed, previously known as the News Feed, is a scrollable collection of posts from a user's friends, family, businesses, and pages on Facebook. content displayed in the Feed is determined by the Facebook Algorithm, which prioritizes posts and ads based on relevance to individual users.


A metric that represents the average number of times an individual user has viewed your Facebook ad. It is calculated by dividing the total number of ad impressions by the reach. Frequency helps assess the level of ad exposure to the target audience.



A feature on Facebook that allows users to create or join communities centered around shared interests, topics, or events. Groups provide a platform for members to engage in discussions, share content, and connect with like-minded individuals.



A crucial element of a Facebook ad displayed just below the ad's image. It serves as a prominent, attention-grabbing text that should be concise and impactful. The headline's primary purpose is to engage the audience and encourage them to take action or pique their interest.


Image Ad:

An image ad is a type of Facebook ad that utilizes a single static image as its primary visual element. It typically includes additional components such as primary text, a headline, and an optional description to convey the ad's message and call to action.


Impressions represent the total number of times your content, including ads, has been displayed to an audience on Facebook. This metric counts each instance an ad appears in its placement, providing an indication of how frequently the ad is seen. Impressions measure ad visibility but not user interactions.

Instant Experience:

Formerly known as Canvas Ads, Instant Experience is a mobile-specific ad format designed to deliver an immersive, full-screen interactive ad experience to users. When users click on the ad, it opens up a dynamic and engaging interface. Facebook provides several templates for creating Instant Experiences, including Instant Storefront, Instant Customer Acquisition, Instant Storytelling, and Instant Lookbook.


A specific category within Facebook's detailed targeting options. When targeting based on interests, advertisers reach users who have indicated preferences or expressed interest in particular topics, hobbies, or activities. Examples of interest audiences include coffee lovers, insurance, and rugby enthusiasts.




Lead Ad:

A lead ad is a specific type of Facebook ad format that, when clicked, opens an on-Facebook lead form. Users can complete and submit this form without leaving the Facebook platform. Advertisers can integrate lead ads with their customer relationship management (CRM) systems to seamlessly collect lead information directly from Facebook.

Lead Generation:

Lead generation, often referred to as lead gen, is both a marketing process and a campaign objective on Facebook. It involves capturing the interest and contact information of potential customers or leads, typically by encouraging them to fill out forms or provide their email addresses. Lead generation campaigns on Facebook aim to build a database of valuable customer information.

Lifetime Budget:

A lifetime budget is a budgeting method used in Facebook ad campaigns where advertisers set a fixed amount to spend over the entire duration of the campaign or ad set. This budgeting approach enables Facebook to dynamically adjust daily spending levels based on campaign performance, optimizing the allocation of budget for better results.

Link Clicks:

Link clicks are a metric that tracks the number of times users click on links within a Facebook ad or post. These links typically lead users away from Facebook to external destinations, such as websites, landing pages, app installations, or other online resources.

Lookalike Audience:

A type of custom audience on Facebook composed of users who share similar characteristics, interests, and demographics with an advertiser's existing customer or source audience. Lookalike audiences are created to expand the reach of ad campaigns and target users who are more likely to engage with the advertiser's content or convert based on similarities to the source audience.


Manual Placements:

Manual placements refer to a setting in Facebook Ads Manager where advertisers manually choose specific ad placements for their campaigns. Instead of relying on Facebook's automatic placement optimization, advertisers can select individual platforms (e.g., Facebook, Instagram, Audience Network) and ad placements (e.g., news feed, stories, right column) to control where their ads appear.


In October 2021, Facebook's CEO Mark Zuckerberg announced a significant rebranding, changing the name of the company from Facebook to Meta. This shift reflects the company's evolving focus on the metaverse, virtual reality, and augmented reality technologies.

Mobile App Installs:

Mobile app installs refer to the number of times a user installs a mobile application on their device as a direct result of clicking on a Facebook ad promoting that app. It is a key metric for app advertisers to measure the success of their campaigns in driving installations.

Monthly Active Users (MAUs):

Monthly Active Users are a metric that quantifies the number of individuals who have engaged with your Facebook page or platform over the past 30 days. It measures the monthly reach and interactions with your content or page, providing insights into your audience's engagement patterns.


Net Likes:

Net Likes represent the total number of likes on a Facebook page, taking into account both organic (unpaid) likes and paid likes from ad campaigns. It is calculated by subtracting any unlikes (when users choose to unlike the page) from the overall number of likes.



In the context of Facebook advertising, an objective refers to the specific goal that advertisers aim to achieve with their ad campaigns. Objectives are closely aligned with the desired action or outcome, such as increasing brand awareness, driving website traffic, generating engagement, or improving lead generation. Facebook categorizes objectives into three main stages of the marketing funnel: awareness, consideration, and conversion, making it easier to align campaign objectives with marketing strategy.


An offer is a promotional proposition presented to potential customers in an ad to encourage them to take a specific action, such as clicking the ad, submitting a lead form, or making a purchase. Offers can take the form of discounts, free trials, bonus items, or other incentives designed to entice users to engage with the ad and convert.

Offline Event:

An offline event is an activity or interaction that occurs outside the realm of digital tracking and reporting. Examples include sales closed via phone calls, leads qualified or disqualified through a customer relationship management (CRM) system, or in-person events with no digital tracking.

Optimization Goal:

The optimization goal is the overarching objective set at the ad set level to instruct Facebook on how to optimize the delivery of ads. The chosen optimization goal aligns with the campaign objective and defines the specific outcome that the advertiser wants to achieve. Common optimization goals include landing page views, link clicks, and conversions.

Organic Reach:

Organic reach measures the number of Facebook users who have viewed a particular Facebook post without any paid promotion or boosting. It represents the audience that naturally encounters the post through their regular use of the platform.


Page Admin:

A page admin is an individual or entity with managerial control over a Facebook page. Page admins have the authority to manage page roles and settings, edit the page content, delete posts, send messages to page followers, respond to and remove comments, ban users, and oversee ad management. Granting someone admin access entails providing them with significant control and responsibility over the Facebook page.

Page Engagement:

Page engagement quantifies the level of interaction and actions taken on a Facebook page. These actions may include reactions (e.g., likes), comments, shares, link clicks, and check-ins. Page engagement serves as a metric for advertisers to gauge the effectiveness of their ads in generating audience interest and interaction.

Page Likes:

Page likes represent the number of users who have indicated their affinity for a Facebook business page by clicking the Like button. These likes can be attributed to the impact of ads in promoting the page.

Page Roles:

Page roles determine the level of access and responsibilities assigned to individuals or team members for managing a Facebook page. There are five primary page roles: admin, editor, moderator, advertiser, and analyst, each with distinct permissions and functions.

Paid Reach:

Paid reach denotes the count of individuals who have been exposed to a Facebook ad or Boosted Post through a paid source, such as a paid advertising campaign.

Payment Method:

To initiate and run ads on Facebook, advertisers must provide a designated payment method. Facebook accepts a range of standard payment methods, including credit cards, debit cards, PayPal, and direct debit, which are used to settle advertising expenses.


Placement refers to the specific location or digital environment where a Facebook ad appears on a user's screen. Common placements include the Facebook News Feed, Facebook Marketplace, Facebook search results, sponsored messages in Facebook Messenger, and other ad display areas across the platform.

Post Attribution:

Post attribution measures the amount of time users spend interacting with an ad. It attributes user actions, such as completing an action, to the specific post with which they interacted. Post attribution is instrumental in determining the effectiveness of ads in driving desired outcomes.

Post Engagement:

Post engagement encompasses the total number of actions taken by users on a Facebook ad or post. These actions may include reactions (e.g., likes), comments, shares, viewing images or videos, and clicking on links. Post engagement metrics provide insights into user interactions with ad content.

Post Reach:

Post reach quantifies the number of Facebook users who have seen a particular post within their news feed or on a page. It measures the reach or visibility of the post among the target audience.

Primary Text:

Primary text is a fundamental component of a Facebook ad. It is the introductory text that appears at the top of the ad, just above the image or other media elements. The primary text is often the initial message or information presented to viewers and plays a crucial role in capturing their attention.


Quality Ranking:

Quality ranking is an essential element of the ad relevance diagnostics system on Facebook. It evaluates the perceived quality of an ad compared to other ads competing for the same audience in the same auction. Facebook determines the quality ranking based on various factors, including user feedback and the presence of low-quality features in the ad creative. Advertisers receive quality rankings such as above average, average, or below average, indicating the ad's overall quality in the auction.


Reach and Frequency Buying:

With this method, you book your campaigns in advance and request Facebook to optimize for maximum reach or frequency. This is ideal for advertisers seeking more predictable delivery and pricing.


Reach is the metric that represents the total number of individuals who have been exposed to your Facebook ad during a specific campaign. Reach is influenced by various factors including your campaign budget, audience targeting, and bidding strategy. It's an essential metric for measuring the potential audience size your ad has reached.


Reports in Facebook refer to a tool that allows advertisers to view detailed breakdowns of their campaign data and metrics over a defined time period. Advertisers can create, customize, and save reports for analyzing campaign performance and making data-driven decisions.


In the context of Facebook advertising, a result is a valuable action that a user takes as a direct outcome of interacting with your ad. The specific result can vary depending on your campaign objective. For example, in a lead generation campaign, a result could be a lead form submission, while in an e-commerce campaign, it could be a product purchase.

Result Rate:

Result rate is calculated by dividing the total number of results generated by your ad by the total number of ad impressions and expressing it as a percentage. It provides insight into the efficiency of your ad in achieving desired results relative to the ad's reach.


Retargeting, also known as remarketing, is a Facebook advertising strategy that involves showing ads to individuals who have previously visited your website or interacted with your brand on Facebook. It aims to re-engage potential customers and encourage them to take further actions.

Return on Ad Spend (ROAS):

ROAS is a crucial metric that measures the return on investment (ROI) from your Facebook advertising campaigns. It is calculated by dividing the total conversion value (revenue generated from ad-driven actions) by the total ad spend. ROAS helps advertisers assess the profitability of their ad campaigns.


Saved Audience:

A saved audience is a customized audience segment that includes a combination of detailed targeting options, custom audiences, geographic, demographic, and other targeting parameters. Advertisers can save these audience configurations for future use in different ad sets or campaigns, streamlining the targeting process.

Social Proof:

Social proof refers to the validation and influence created by the actions of other Facebook users on an ad or post. This can include actions such as likes, reactions, shares, comments, and reviews. Social proof signals to potential customers that a brand or product is reputable and trustworthy, which can positively impact their decision-making.

Special Ad Category:

Special Ad Categories are specific categories that some ads and business types fall under, often subject to additional regulations and restrictions. These categories include 'credit,' 'housing,' 'employment,' and 'social issues, elections, or politics.' Ads within these categories may have limited targeting options and must meet certain requirements for approval.

Special Ad Audience:

A special ad audience is a type of lookalike audience that is used for ads falling under special ad categories. Unlike standard lookalike audiences, special ad audiences do not use certain demographic, behavioral, or interest criteria for selecting similar users. Special ad audiences are designed to comply with the restrictions of special ad categories.

Standard Event:

Standard events are predefined Facebook events that advertisers can select to track specific conversion actions on their websites. For example, 'Lead' is a standard event used to track lead form submissions. Advertisers can set up tracking for standard events using various methods such as the Event Setup Tool, Pixel code, partner integrations, or Conversions API.


The status of an ad, ad set, or campaign indicates whether it is active (running) or inactive (paused). Advertisers can toggle the status of their ads, ad sets, and campaigns to control when they are shown to the target audience.


Targeted Audience:

A targeted audience is a specific group of people selected by advertisers based on various criteria such as demographics, interests, behaviors, and other factors. Advertisers create these audiences to reach individuals who are more likely to engage with their Facebook ads and generate conversions.


A timeline is a section on a Facebook Page where updates, posts, and content appear in chronological order. Users can interact with the content by liking, sharing, and commenting. The timeline was previously referred to as the wall.

Total Reach:

Total reach is a metric that measures the overall number of unique users who have been exposed to a Facebook Page's content, including both organic posts and promoted posts. It provides insights into the total audience size reached during a specific time period.

Trending Topics:

Trending topics are personalized content recommendations provided by Facebook based on users' location, previous interactions, and popular news and posts. These topics appear in real-time and help users stay updated on the latest news and discussions happening on Facebook.


URL Parameters:

URL parameters are optional settings at the ad level that allow you to append UTM tags to the end of your website URL. These UTM tags help in tracking clicks and conversions, allowing you to identify the source of traffic and the specific ad, ad set, or campaign that led to the click or conversion.



In Facebook, value refers to conversion value, which represents the monetary earnings generated from sales resulting from an ad click. It quantifies the revenue generated by the ad campaign.

Verified Page:

A verified page on Facebook is one that has been confirmed by Facebook as the authentic presence of a public figure or brand. It is marked with a blue checkmark symbol, indicating its legitimacy.

Video Ad:

A video ad is a type of advertisement that prominently features a video. It includes a video clip along with accompanying primary text, headline, and an optional description to convey a marketing message or story.

Video Views:

Video views are a campaign objective in Facebook advertising. When you optimize ads for video views, Facebook's algorithm focuses on showing your video content to users who are more likely to watch and engage with the videos, thereby increasing the number of views.


Website URL:

A website URL is the specific web address or link that you want users to be directed to when they click on your ad. It's the destination where users will land after engaging with your ad.




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