2-Second Continuous Video Play

A 2-second continuous video play is when someone views a video for 2+ seconds continuously,
usually with at least 50% of the video in view.

Example: A user watches a video ad for 3 seconds without interruption.

3-Second Video Play

A 3-second video play is recorded when someone views a video for 3 seconds or views 97% of
a video that is less than 3 seconds long.

Example: A user watches a short video ad for 2.91 seconds.

Account Spending Limit

The lifetime limit on the amount your ad account can spend across all campaigns. This limit is
set by the advertiser within Payment Settings.

Example: An advertiser sets a spending limit of $10,000 for their ad

account.

Ad Account Creation Limit

Every Business Manager has an Ad Account Creation Limit, initially starting at 1 and increasing
based on ad history and payment behavior.

Example: An advertiser's Ad Account Creation Limit increases from 1 to

3 after running successful ad campaigns.

Ad Set
A grouping in Facebook ads where settings like targeting, scheduling, optimization, and
placement are determined.

1 | Meta Ads All Important Keywords

Example: An advertiser creates an ad set targeting users interested in
fitness aged 18-35.

Advantage Campaign Budget

Automatically manages campaign budgets across ad sets to optimize overall results.

Example: An advertiser allocates a budget of $100 for a campaign, and

Advantage Campaign Budget distributes it across ad sets for maximum
performance.

Advantage Custom Audience

Expands targeting beyond selected custom audience while keeping location, age, gender, and
exclusions as hard constraints.

Example: An advertiser targets a custom audience of past purchasers

and allows Advantage Custom Audience to expand the audience based on
similar traits.

Advantage Detailed Targeting

Expands audience beyond selected interests and behaviors if it leads to better results, while
keeping location, age, gender, and exclusions as constraints.

Example: An advertiser selects specific interests for ad targeting,

and Advantage Detailed Targeting expands the audience based on similar
traits.

Advantage Lookalike
Expands audience using a higher percentage of the lookalike audience, using the original
custom audience for training.

Example: An advertiser creates a lookalike audience based on past

purchasers and allows Advantage Lookalike to expand it further.

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Advantage+ App Campaign
Streamlines app install campaigns using machine learning for optimal results.

Example: A mobile game developer uses Advantage+ App Campaign to

automate and optimize app install ads.

Advantage+ Audience
AI-powered targeting option by Meta that finds audiences based on pixel activity, conversion
history, and engagement.

Example: An advertiser allows Advantage+ Audience to target users

based on website visits and previous interactions with their brand.

Advantage+ Catalog Ads

Dynamic ads that dynamically show the right product to the right person based on catalog
details.

Example: An e-commerce store uses Advantage+ Catalog Ads to showcase

products tailored to each user's interests.

Advantage+ Creative
Adjusts ad elements on a per-user basis for optimized results.

Example: An advertiser enables Advantage+ Creative to adjust ad text

and images based on user preferences.

Advantage+ Creative for Catalog

Dynamically adjusts creative elements related to Advantage+ Catalog Ads.

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Example: An e-commerce store enables Advantage+ Creative for Catalog
to customize ad visuals based on product details.

Advantage+ International Catalog Ads

Variation of Advantage+ Catalog Ads that shows relevant items from a catalog based on the
user's country or language.

Example: An international retailer uses Advantage+ International

Catalog Ads to display products with localized details.

Advantage+ Placements
Automatically optimizes placement selection for optimal results.

Example: An advertiser enables Advantage+ Placements to let Meta

choose the best ad placements based on performance data.

Advantage+ Shopping Campaign

Streamlines sales campaigns using machine learning for optimal results.

Example: A retail store uses Advantage+ Shopping Campaign to automate

and optimize their online sales ads.

Auction
Facebook's mechanism for determining which ad to show to a user at a given time.

Example: Advertisers participate in an auction to bid for ad

placements on Facebook.

Audience
Group of people who may potentially see an ad.

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Example: An advertiser targets a specific audience of young adults
interested in fitness for their new workout apparel campaign.

Audience Insights
Tool that provides detailed information about an audience compared to the broader Facebook
population.

Example: An advertiser uses Audience Insights to learn more about the

interests and demographics of their target audience.

Audience Network
Network of mobile apps approved to display ads from Facebook advertisers.

Example: An advertiser extends their ad reach beyond Facebook by

including Audience Network as a placement option.

Automated Rules
Feature allowing advertisers to automate campaign management tasks based on predefined
conditions.

Example: An advertiser sets up automated rules to increase ad budgets

if cost per conversion decreases below a certain threshold.

Bid Cap
Maximum bid set by advertisers to control bidding in the ad auction.

Example: An advertiser sets a bid cap of $2 to ensure they don't

exceed their desired cost per click.

Bid Strategy
Approach used by Facebook to bid on behalf of advertisers in the ad auction.

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Example: An advertiser selects the "Cost Per Result Goal" bid strategy
to optimize bids based on a specified cost per action.

Breakdown
Method of analyzing ad performance by different criteria such as time, delivery, or action.

Example: An advertiser breaks down ad performance by age and gender to

identify which demographics respond best to their ads.

Carousel
Ad format that allows displaying multiple scrollable images or videos in the same ad, each
linked to a different URL.

Example: An e-commerce store uses a carousel ad to showcase multiple

products in a single ad.

Catalog Custom Audiences

Audiences created based on engagement with product catalogs, used for ad targeting and
exclusions.

Example: An advertiser targets users who viewed specific products in

their catalog with personalized ad campaigns.

Clicks (All)
Metric that includes all clicks on a Facebook ad, including link clicks, post reactions, comments,
and shares.

Example: An ad campaign receives 100 clicks, including 50 link clicks

and 50 post reactions.

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Compare Attribution Settings
Feature within Ads Manager reporting that allows comparing conversions across different
attribution windows.

Example: An advertiser compares conversion data using different

attribution settings to understand the impact on performance.

Conversions
Actions performed by website visitors that are tracked and attributed to ads.

Example: A conversion occurs when a user makes a purchase after

clicking on an ad.

Conversions API
Direct connection between conversion results and Meta used for ad set optimization and
reporting.

Example: An advertiser uses Conversions API to send conversion data to

Meta for more accurate tracking and optimization.

Cost Per Result Goal

Setting within the Highest Volume bid strategy that establishes the desired cost per action.

Example: An advertiser sets a cost per lead goal of $5 within the

Highest Volume bid strategy.

CPC
Cost per click metric, including all clicks and link clicks.

Example: An advertiser pays $0.50 for each click on their Facebook ad.

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CPM
Cost per 1,000 impressions, used to evaluate competition level and reach costs.

Example: An advertiser pays $10 for every 1,000 impressions of their Facebook ad.

Creative Hub
Tool that allows advertisers to create and preview ad drafts before publishing.

Example: An advertiser uses Creative Hub to design and review

different ad creatives for an upcoming campaign.

Custom Conversion
Rule created to track and optimize specific actions with Facebook ads.

Example: An advertiser creates a custom conversion to track purchases

on their website.

Custom Events
Conversion events tracked by the pixel, app SDK, or API that are outside of standard events.

Example: An advertiser tracks custom events such as video views and

form submissions with the Facebook pixel.

Custom Metric
Metric created by advertisers combining existing metrics with a mathematical formula.

Example: An advertiser creates a custom metric to calculate the return

on ad spend (ROAS) based on revenue and ad spend.

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Customer List Custom Audience
Audience created by uploading a customer list matched with Facebook users for ad targeting.

Example: An advertiser targets a custom audience of past customers by

uploading their email list to Facebook.

Daily Spending Limit

Daily cap imposed by Meta on ad spend across various levels of advertising accounts.

Example: An advertiser sets a daily spending limit of $100 to control

their ad spend.

Daily Unique Reach

Optimization option limiting ad frequency to once per day per user.
Example: An advertiser uses Daily Unique Reach to ensure users see
their ad no more than once per day.

Engagement
Actions users take on Facebook ads attributed to the ads.

Example: Engagement includes likes, comments, shares, and clicks on a

Facebook ad.

Estimated Audience Size

Estimation of the number of users eligible for ad targeting based on ad set settings.

Example: An ad set targeting women aged 25-35 interested in fitness

has an estimated audience size of 500,000 users.

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Event Custom Audience
Audience created based on engagement with Facebook events for ad targeting.

Example: An advertiser targets users who responded 'Interested' or

'Going' to their Facebook event with a follow-up ad campaign.

Event Responses
Number of people who responded 'Interested' or 'Going' to a Facebook event attributed to ads.

Example: An event receives 100 responses, with 50 attributed to ads

that promoted the event.

Event Setup Tool

Tool allowing the addition of standard events to websites with the Facebook pixel.

Example: An advertiser uses the Event Setup Tool to track website

conversions without modifying website code.

Facebook Page Custom Audience

Audience created based on interactions with a Facebook page for ad targeting.

Example: An advertiser targets users who engaged with their Facebook

page with a special offer ad campaign.

Facebook Pixel
Tool for tracking website events and creating custom audiences for ad targeting.

Example: An e-commerce store installs the Facebook pixel to track

purchases and retarget users with relevant ads.

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Frequency
Average number of times users see an ad.

Example: An ad with a frequency of 2 means users saw the ad twice on

average.

Frequency Capping
Limiting the number of times users see an ad within a specified time frame.

Example: An advertiser sets a frequency cap of 3 impressions per user

per day for their ad campaign.

Highest Value Bid Strategy

Bid strategy optimizing for the highest purchase value.

Example: An advertiser selects the Highest Value bid strategy to

maximize the revenue generated from ad conversions.

Highest Volume Bid Strategy

Bid strategy optimizing for the highest volume of conversions within a budget.

Example: An advertiser uses the Highest Volume bid strategy to

maximize the number of leads generated from their ad campaign.

Impressions
Number of times ads are displayed to users.

Example: An ad campaign receives 10,000 impressions, meaning it was

shown 10,000 times.

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Instagram Account Custom Audience
Audience created based on interactions with an Instagram business account for ad targeting.

Example: An advertiser targets users who engaged with their Instagram

account with a promotional ad campaign.

Landing Page View

Metric tracking when users land on a webpage after clicking on an ad.

Example: An advertiser measures landing page views to evaluate the

effectiveness of their ad in driving website traffic.

Lead Form Custom Audience

Audience created based on interactions with Facebook lead ad forms for ad targeting.

Example: An advertiser targets users who submitted a lead form with a

follow-up ad campaign.

Lifetime Budget
Budget set for the lifetime of an ad set, evenly distributed over the selected duration.

Example: An advertiser sets a lifetime budget of $1,000 for a two-week

ad campaign.

Link Click
Metric measuring clicks on links in Facebook ads.

Example: An ad receives 100 link clicks, indicating 100 users clicked

on the ad's link.

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Location Targeting
Targeting users based on their location, including country, state, region, city, and zip code.

Example: An advertiser targets users located in New York City with a

local event ad.

Lookalike Audience
Audience created based on similarities to a source audience, such as existing customers.

Example: An advertiser creates a lookalike audience to target users

similar to their current customer base.

Multi-Advertiser Ads
Option allowing products to appear alongside similar products when users show purchase
intent.

Example: A user browsing for shoes sees ads from multiple shoe
retailers in the same carousel.

Multivariate Testing
Testing multiple variations of ad elements to determine the most effective combination.

Example: An advertiser tests different ad headlines, images, and

call-to-action buttons to identify the best-performing ad creative.

Objective
Goal advertisers set for their ad campaign, such as brand awareness or conversions.

Example: An advertiser selects the objective of 'Traffic' to drive

more visitors to their website.

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Optimization
Process of improving ad performance based on specified goals and criteria.

Example: An advertiser optimizes their ad campaign for link clicks to

drive more traffic to their website.

Outcomes
Events tracked by the pixel or app SDK, including conversions and other actions.

Example: Outcomes include purchases, sign-ups, and other actions taken

by users after clicking on an ad.

Page Post
Content created on a Facebook page that can be promoted as an ad.

Example: A business creates a post announcing a new product launch and

promotes it to reach a wider audience.

Page Post Engagement

Actions users take on page posts attributed to ads, including likes, comments, shares, and
clicks.

Example: An ad campaign generates 500 page post engagements, including

likes, comments, and shares.

Page Post Video View

Metric tracking when users view videos posted on a Facebook page.

Example: An advertiser measures page post video views to evaluate the

reach and engagement of their video content.

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Percent (Weighted) Video Views
Metric measuring the percentage of a video viewed, with greater weight given to views near
completion.

Example: An advertiser measures percent (weighted) video views to

assess user engagement with their video content.

Performance Columns
Options within Ads Manager for displaying specific metrics and data related to ad performance.

Example: An advertiser customizes their Ads Manager view to include

performance columns such as cost per result and conversion rate.

Placement
Location where ads are displayed, including Facebook, Instagram, Audience Network, and
Messenger.

Example: An advertiser selects automatic placement to allow Facebook

to choose the best ad placements based on performance.

Placements Customization
Option within ad set settings to manually select specific placements for ads.

Example: An advertiser chooses to exclude Audience Network placements

and only show ads on Facebook and Instagram.

Platform Custom Audience

Audience created based on interactions with a specific platform, such as Facebook or
Instagram.

Example: An advertiser targets users who engaged with their Facebook

page with a follow-up ad campaign.

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Policy
Rules and guidelines set by Meta for ad content and behavior.

Example: An advertiser's ad is rejected for violating Meta's ad

policies on prohibited content.

Post Purchase Experience

Ads shown to users after they make a purchase, encouraging repeat purchases or other
actions.

Example: An e-commerce store targets customers with post-purchase

experience ads offering discounts on their next purchase.

Post Reaction
Action taken by users on page posts, including likes, loves, wows, hahas, sads, and angries.

Example: An ad campaign generates 100 post reactions, including likes,

loves, and wows.

Potential Reach
Estimated number of users who could potentially see an ad based on targeting criteria.

Example: An ad targeting women aged 18-35 interested in fitness has a

potential reach of 1 million users.

Reach
Number of users who saw an ad at least once.

Example: An ad campaign reaches 50,000 users, meaning 50,000 users saw

the ad at least once.

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Reporting
Analysis and presentation of ad performance data for insights and decision-making.

Example: An advertiser reviews reporting data to assess the

effectiveness of their ad campaigns and make adjustments.

Reporting Columns
Options within Ads Manager for displaying specific metrics and data related to ad performance.

Example: An advertiser customizes their reporting view to include

columns such as cost per result and click-through rate.

Return on Ad Spend (ROAS)

Metric measuring the revenue generated for every dollar spent on advertising.

Example: An advertiser achieves a ROAS of 5, meaning they generate $5

in revenue for every $1 spent on advertising.

ROAS Bid Strategy

Bid strategy optimizing for the highest return on ad spend.

Example: An advertiser selects the ROAS bid strategy to maximize

revenue generated from ad conversions relative to ad spend.

Schedule Customization
Option within ad set settings to specify ad delivery schedule and frequency.

Example: An advertiser schedules their ad campaign to run only on

weekends when their target audience is most active.

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Social Context
Information displayed with an ad indicating social actions taken by friends, such as likes or
comments.

Example: An ad shows that a user's friend likes the advertised page,

providing social context and potential influence.

Standard Event
Predefined conversion events tracked by the pixel, app SDK, or API, such as purchase or lead.

Example: An e-commerce store tracks standard events like 'Purchase'

and 'Add to Cart' with the Facebook pixel.

Starting Budget
Initial budget set for an ad campaign or ad set.

Example: An advertiser sets a starting budget of $500 for their new ad

campaign.

Store Visit
Metric tracking when users visit a physical store location after clicking on an ad.

Example: An advertiser measures store visits to evaluate the impact of

their online ads on offline sales.

Target Cost Bid Strategy

Bid strategy optimizing for a specific cost per result.

Example: An advertiser selects the Target Cost bid strategy to achieve

a consistent cost per lead across ad campaigns.

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Targeting
Criteria used to reach specific audiences with ads, such as demographics, interests, and
behaviors.

Example: An advertiser targets users interested in outdoor activities

aged 18-35 with their new hiking gear ad campaign.

Testing and Learning Phases

Initial stages of ad campaigns focused on testing different creatives, audiences, and strategies.

Example: An advertiser enters the testing and learning phase to gather

data and optimize their ad campaign for better performance.

Text Optimization
Feature optimizing ad copy to maximize ad performance.

Example: An advertiser enables text optimization to automatically test

different ad headlines and descriptions.

Top-Line Brand Measurement

Measurement solution providing insights into ad recall, brand awareness, and message
association.

Example: An advertiser uses top-line brand measurement to evaluate the

impact of their ad campaigns on brand perception.

Total Unique Reach

Metric tracking the total number of unique users reached by an ad campaign.

Example: An ad campaign achieves a total unique reach of 100,000

users, meaning 100,000 unique users saw the ads.

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Tracking Pixel
Small piece of code installed on a website to track user interactions and conversions.

Example: An e-commerce store installs a tracking pixel to track

website visits and purchases from Facebook ads.

Traffic
Objective focused on driving users to a specific destination such as a website or app.

Example: An advertiser selects the Traffic objective to increase

visits to their online store.

Traffic Custom Audience

Audience created based on interactions with a website or app for ad targeting.

Example: An advertiser targets users who visited their website in the

past 30 days with a retargeting ad campaign.

Value Bid Strategy

Bid strategy optimizing for the highest total value generated from conversions.

Example: An advertiser selects the Value bid strategy to maximize

revenue generated from ad conversions.

Video Custom Audience

Audience created based on interactions with video content for ad targeting.

Example: An advertiser targets users who watched their promotional

video with a follow-up ad campaign.

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Video Engagement
Actions users take while watching videos, including views, likes, comments, and shares.
Example: A video ad receives 1,000 video engagements, including views
and likes.

Video Polls
Interactive ad format allowing users to respond to poll questions within a video ad.

Example: An advertiser includes video polls in their ad campaign to

engage users and gather feedback.

Video Views (ThruPlays)

Metric tracking the number of times videos are played to completion or for at least 15 seconds.

Example: An advertiser measures video views (ThruPlays) to evaluate

user engagement with their video content.

View-Through Attribution
Method of giving credit to an ad for a conversion when a user sees but doesn't click on the ad.

Example: An ad is attributed with a conversion through view-through

attribution when a user makes a purchase after seeing the ad but not
clicking on it.

Website Custom Audience

Audience created based on interactions with a website for ad targeting.

Example: An advertiser targets users who visited their website in the

past 30 days with a retargeting ad campaign.

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Website Purchase
Conversion event tracking purchases made on a website.

Example: An e-commerce store tracks website purchases to measure the

effectiveness of their ad campaigns in driving sales.

Website Purchase Conversion Value

Total value generated from purchases tracked by the pixel on a website.

Example: An e-commerce store measures website purchase conversion

value to assess the return on ad spend from their Facebook ads.

Website Traffic
Objective focused on driving users to a website.

Example: An advertiser selects the Website Traffic objective to

increase visits to their online store.

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