Facebook is a robust platform with highly intricate advertising capabilities. Don’t get lost in the jargon—use this cheat sheet to familiarize yourself with the most commonly used Facebook terms.
Whether you’re choosing a campaign objective or determining the best Facebook KPIs, one of the most essential Facebook best practices is to use the proper verbiage. When you use the right Facebook terms and definitions, you’ll be able to better communicate what your ads do, what their goals are, and how you’re monitoring and tracking their progress.
Here are 70 Facebook terms you should know!
1. Account ID
This is the unique identification number associated with your Facebook ad account.
2. Ad Set Delivery
Ad set delivery tells you whether your ads are active, inactive, pending approval, warning (limited delivery), or error (not running due to unresolved issue).
Facebook’s algorithm interprets a massive amount of data from user demographics and behaviors in order to perform a particular function, such as determining who to show ads to.
4. Amount Spent
This is the total cost spent on your ads, campaigns, or ad sets, depending on what level of reporting you are looking at.
Your audience is comprised of all the possible Facebook users that could see your ads. You can create saved audiences, custom audiences, or lookalike audiences.
6. Audience Network
The audience network includes all of the mobile apps and web publishers that are included in Facebook’s audience targeting options.
7. Auto-Refresh Impressions
The ads that appear in the right-hand column of Facebook’s desktop version will automatically refresh periodically or when the page is manually refreshed. The auto-refresh impressions count up the number of impressions received from this ad placement, which can only occur when a user is actively using Facebook.
8. Bid Strategy
There is an auction that occurs every time an ad can appear on a user’s screen. Your bid strategy determines how you are positioned within that auction, which affects your ad delivery. The options for Facebook bidding strategies are lowest cost (auto bid), cost cap, bid cap, value optimization with a minimum return on ad spend (ROAS), and highest value.
Your budget is the amount of money you’re willing to spend on your ads. It is set at either the campaign or ad set level and can be scheduled by day or over the full lifetime of your ads.
10. Buying Type
The buying types available for Facebook ads are dynamic auction bidding, fixed-price bidding, or reach and frequency buying. Unlike your budget, the buying type can only be set at the campaign level.
11. Campaign ID
The campaign ID is useful for when you pull a report on your Facebook ads. It identifies each campaign with a unique ID number so you can accurately track and optimize your campaigns.
12. Campaign Spending Limit
You can set a campaign spending limit that will tell Facebook to halt ad delivery once the specified limit has been reached.
13. Click-Through Rate (CTR)
Click-through rate is the number of people who clicked on your ad divided by the number of people who saw your ad, multiplied by 100 to turn it into a percentage. The higher the click-through rate, the better your ad is engaging with your audience and enticing them to click.
14. Conversion Rate Ranking
Conversion rate ranking compares your ad’s expected conversion rate to the conversion rates of other advertisers who are targeting the same audience.
15. Conversion Value
Conversion value can be automatically imported, such as from your eCommerce platform, or can be manually added, such as the value of a booked meeting. Identifying your conversion values will help you optimize your campaigns to drive the conversions that matter most to your business.
16. Cost Per X-Second Continuous View
This ad spend KPI determines the average price for each X-second continuous view that your video ad receives. It is available in 2-second, 3-second, and 10-second video views.
17. Cost Per Pixel Event
These metrics calculate the average cost of an action that has been captured by your Pixel code. These can include cost per add to cart, checkouts initiated, content view, registration completed, and more.
18. Cost Per Click (CPC)
Cost per click is the average cost for each link click. It is calculated by dividing the total ad spend by the number of link clicks then multiplying by 100 to turn it into a percentage.
19. Cost Per Result
The cost per result is the total cost divided by the number of results, multiplied by 100 to turn it into a percentage. The “result” is a general term used to gather multiple different outcomes into a singular data point. For example, you could calculate a cost per result that takes into account link clicks, video views, and sign-ups.
20. Cost Per Thousand Impressions (CPM)
Cost per thousand impressions, or CPM for short, is the average cost that you’ve paid to gain 1,000 impressions. Along with CPC, CPM is one of the most widely tracked ad spend metrics to determine bidding efficiency.
21. Cost Per Thousand People Reached
Cost per thousand people reached sounds similar to CPM, but it’s different in that impressions can include multiple views by the same person while reach removes those duplicate views and shows only the number of unique people who had the opportunity to see your ad.
22. Cost Per Thruplay
This is the average cost per video play that was at least 15 seconds or played from start to finish.
23. Cost Per Unique Click
Cost per unique link click counts the number of different people who click your link. CPC, on the other hand, can include multiple clicks from the same person.
24. Custom Audiences
Custom audiences are made from lists such as the people who have visited a specific page on your website or an imported customer list.
25. Custom Events
Custom events can be created by your developers to account for conversions that aren’t included in Facebook’s standard events.
26. Engagement Custom Audiences
Engagement custom audiences are made up of users who have engaged with your page or ads within a specified time frame.
27. Engagement Rate Ranking
Engagement rate ranking compares your ad’s expected performance in terms of clicks, likes, comments, and shares to that of other advertisers targeting the same audience.
28. Event Responses
Event responses include people who have marked themselves as Interested or Going to your Facebook event as a result of seeing your ad.
Frequency is defined as being the average number of times a user sees your ad. It is calculated by dividing your ad’s impressions by its reach.
A follower is someone who has liked your page and will see your updates in their News Feed.
A geotag attaches the location or coordinates to a post. On Facebook, you can also set up a location for users to “Check-In” at.
32. Gross Impressions
Gross impressions will tell you the total number of times your ads were shown on-screen without removing invalid occurrences, such as non-human traffic or bots.
Groups are communities of Facebook users who share a common interest and can either be private or public. Members of a group will see posts to the group in their News Feeds.
A hashtag is the “#” symbol followed by a word or phrase that automatically becomes a clickable link once publish. Clicking through the link shows you all of the content on Facebook that has been published using that hashtag.
Impressions are counted any time your ad is on screen, even if the user doesn’t actually see them.
36. Lead Generation
Lead generation objectives drive users to fill out forms on Facebook. The contact information can be shared with your CRM through an integration.
37. Link Clicks
Link clicks include any clicks on an ad regardless of whether the link leads the user to a page within or outside of Facebook.
38. Lookalike Audiences
Lookalike audiences are expanded versions of custom audiences that target users with similar demographics or behaviors to your custom audience.
39. News Feed
The News Feed is essentially the homepage of Facebook. It’s where users can see updates from their friends, pages they follow, and groups that they’re members of. Both organic posts and paid ads can show up in users’ News Feeds.
Your campaign objective influences the bidding strategy, ad delivery, and creative options available to you. Campaign objectives include brand awareness, reach, traffic, engagement, conversions, and more.
41. Offline Conversions
Offline conversions don’t occur within the Facebook platform and are not automatically reported on by Facebook. An example of an offline conversion is someone seeing a Facebook ad that lists your business’s phone number, then typing that number into their phone themself to call rather than clicking the ad to call. The action should still be attributed to your ad even though it will not be tracked as a click within Facebook.
42. Outbound Clicks
Outbound clicks are specifically linked clicks that take a user off of Facebook, such as to an external website or landing page.
43. Page Insights
Page insights provide information about your business page's performance, such as audience metrics and times of day when your page sees the most engagement.
44. Page Likes
Page likes are the number of people who are following your page. These people will see your updates on their News Feeds.
45. Page Roles
There are six different page roles (in order from most to least permissions): admin, editor, moderator, advertiser, analyst, and jobs manager. Only an admin can assign or change roles.
Pages are created for businesses, brands, or organizations and are used to share information, updates, photos, news, and more with their followers.
Placements are the locations where your ads are shown. They include different creative options across Facebook, Instagram, and the audience network. Each placement has its own size, image, and text requirements.
48. Photo Views
Photo views are the total number of times users clicked through to view your photo.
49. Post Comments
For engagement objectives, you can track post comments to measure how engaged your audience is with your ads.
50. Post Reactions
Post reactions include Like, Love, Haha, Wow, Sad, and Angry.
51. Post Saves
Users have the option to save posts in folders within Facebook for later viewing. You can see the total number of times your ad has been saved by tracking post saves.
52. Post Shares
Users also have the option to share your posts to their pages, to their friends’ pages, and to groups that they’re members of.
Profiles are created for individual people, whereas pages are created for businesses. A profile is required to create a Facebook page, and the creator of a page will automatically be assigned as its admin.
54. Quality Ranking
Quality ranking tells you how your ad's creative is performing compared to other ads that are competing for the same audience. Performance in this metric falls into three categories: below average (bottom 20% of ads), average, and above average.
Reach is similar to impressions in that it calculates the number of times an ad is viewed. But unlike impressions, reach is the total number of different users who saw your ad. It’s important to note that a view is counted whenever the ad is on-screen, even if the user did not see it.
“Results” is a general term for the number of times your ad achieved an outcome, whether it be link clicks, content views, or otherwise.
57. Result Rate
Results rate is the number of results your ad received divided by the number of impressions your ad received, multiplied by 100 to turn it into a percentage. It helps you gauge how effective your ads are at achieving their intended goals.
58. X-Second Continuous View
Continuous views are counted when your video is at least 50% on screen for a certain length of time. Continuous views are measured in 2-second, 3-second, and 10-second options.
59. Standard Events
Standard events are tracked by your Facebook Pixel and can include conversions like add to cart, initiate checkout, schedule, and more.
Stories are short videos (or images) that are shared with your followers and expire after 24 hours. They do not get posted on your Timeline like regular posts would, but instead can be viewed when users are browsing through Stories on Facebook.
Targeting is the strategy behind which audiences you want to engage with, show your ads to, and ultimately try to convert. Targeting can include demographics, interests, or behaviors that would make users more likely to engage with your company.
Thruplays include any video views that lasted at least 15 seconds or played completely from start to finish.
63. Unique Click-Through Rate (Unique CTR)
Unique click-through rate is the number of different people who clicked your ad divided by the number of people who saw your ad.
64. Unique Link Clicks
Unique link clicks includes the number of different people who clicked on your ad. Unlike regular link clicks, it does not include multiple clicks from the same user.
65. Verified Page
Verified pages have confirmed their identities with Facebook. They are typically seen for celebrities or public figures. It’s not necessary to verify your brand or business page unless you are at risk of attracting fraudulent accounts pretending to be you.
66. Video Average Play Time
This measures the average amount of time a video was played during a single impression, including any replays.
67. Video Plays
Video plays are measured whenever your video starts to play. It is counted for every impression of a video but does not include replays within an impression.
68. Video Watches at X%
Video watches at X% counts the times your video was played through at least X% of its total length, including any plays that skipped to that point in the video. This metric is available at 25%, 50%, 75%, 95%, and 100%.
69. Website Custom Audiences
Website custom audiences are created based on visitors to specific pages on your website. For example, you could create a custom audience of visitors to your blogs within the past 90 days. Or, you could create a custom audience of visitors to a specific thank you page within the last 30 days. Whichever you choose, these custom audiences can help you tailor your Facebook ads to more specific groups of people.
70. Website Leads
Website leads are conversions tracked by your Facebook Pixel and identified as having filled out a form and become a lead. While this is a general metric, you can set up custom events for more specific lead conversions, such as meetings booked or eBooks downloaded.