Facebook Ad Terms Glossary and their meanings


Facebook ads could be overwhelming with so many advertising terms and acronyms especially to new marketers. While almost all of the definitions below were got from the Facebook Help Center, they aren’t all from the same page, anyone needing help could easily just give up.

So I decided to be nice 😀 and put together an informative glossary on Facebook ad terms and acronyms. I hope this helps!

  1. Account spend limit: You can set an overall limit on how much your advert account can spend either daily, weekly or monthly, which can be adjusted at any time.
  2. Audience Insight: This lets you know about the people who matter to your business so that you can understand what matters to them. Learn about their locations, interests and behaviors so that you can create messages that will help your business grow.
  3. Ad Auction: For each ad impression, Facebook’s ad auction system selects the best ads to run. This is based on the ads’ maximum bids and ad performance. All Facebook ads compete against each other in this process, and the ads that the system determines are most likely to be successful and relevant will be shown.
  4. Ads Manager: From your Ads Manager you can view all of your Facebook ad campaigns, make changes to your bids and budgets, and pause or restart your ads at any time. You’ll also find your Billing Manager containing your payment history and funding sources information, and you can export ad performance reports from the Reports tab.
  5. Adverts Reporting: Helps you create and export reports in advert manger to see your most important advert metrics and learn how you’re reaching your goals
  6. App Adverts Helper: Helps you troubleshoot & fix any problems with your app adverts
  7. Budget: The maximum amount that you’re willing to spend on each campaign. Using a daily budget sets the maximum that you want to spend per day. Using a lifetime budget sets the maximum that you want to pay over the duration of the campaign.
  8. Business manager: Business manager helps you manage advert accounts, Pages and the people who work on them.
  9. Bid: You can use automatic or manual bidding depending on how you want to pay for your advert. Automatic bids lets Facebook set your bid amounts for you. While with manual bids you set the max bid you’re willing to place.
  10. Campaign: A group of ad sets that you create. All of the ad sets in a campaign share the same objective. E.g conversions, awareness, traffic to website… But individual ad sets have separate ads, bids and targeting.
  11. Clicks: The total number of clicks on your advert. This may include off-site clicks to your website, Page likes, post comments, event responses or app installs.
  12. CTR: Click-through rate for link clicks. The number of clicks that you received on your advert that direct people off Facebook, divided by the number of impressions.
  13. CPC (Cost per Link Click): The amount that you are charged each time someone clicks on the link in your advert to your website or app store. Your total charges are based on the amount that you spent on the advert divided link clicks that the advert received.
  14. Cost per App Install: The average cost for an install of your app as a result of your advert.
  15. Cost per Mobile App Rating: The average cost for each rating action in your mobile app as a result of your advert.
  16. Cost per Credit Spend Action: The average cost for each credit spend action as a result of your advert.
  17. Cost per Check-in: The average cost for each check-in as a result of your advert.
  18. Cost per All Actions: The average that you’ve spent on actions. For example, if you spent $20 and you got 10 Page likes, each one cost an average of $2.
  19. Cost per Offer Claim: The average cost for each offer claim as a result of your advert.
  20. Cost per Mobile App Start: The average cost for each mobile app start action as a result of your advert.
  21. Cost per Page Like: The average cost for each Page like as a result of your advert.
  22. CPM (Cost per 1,000 Impressions): The average amount that you’ve paid to have 1,000 impressions on your advert.
  23. Cost per Checkout (conversion): The average cost for each checkout on your website as a result of your advert.
  24. Custom conversions: Create custom conversions to track specific actions that people take on your website, and use them to optimize, track and see reports about your adverts. You’ll need to create a Facebook pixel before you can create custom                conversions.
  1. Daily Budget: Your daily budget is the amount that you’ve indicated that you’re willing to spend on a specific advert set per day.
  2. Delivery Insights: Improve the performance of advert sets when delivery is limited by bid, audience or other factors.
  1. End Date: The date that your campaign is scheduled to stop running. A campaign’s start and end dates are based on the scheduling of the advert sets within it.
  2. Frequency: The average number of times that your advert was shown to each person.
  3. Impressions: The number of times that an advert was viewed. With a few exceptions, an impression is counted each time an advert can be viewed when it enters a person’s screen on Facebook, Instagram or the Audience Network.
  4. Images : Find and store all of your images for your adverts
  5. Mobile app installs: This ad is made for developers. When people click on the ad on the mobile device, they will be directed to the App Store or Google Play to install the app.
  6. Objective: When you advertise a Page, app or event, the first thing you will be asked is “What is your objective?” Which means what you like this ad to do. The answer to this is the goal of your ad. It could be page likes, conversions, leads etc.
  7. Offers: Facebook Offer is an official way for brands to run a deal (discounts, coupon, and bonus) through the Facebook Page publisher tool. Offers are shown in News Feeds of Fans and friends of Fans if supported by Facebook advertising
  8. Optimization: Your bid will be optimized to help you to achieve your goals atyour budget
  9. Power Editor: Power editor lets you Import & Export adverts and bulk- edit your work. For example, Power Editor allows operations like mass-editing of campaign settings, targeting, bids, budgets, flight dates, and creative elements across ads, campaigns, and even accounts. With Power Editor, you can also monitor ads stats in order to optimize ads and campaigns from within the tool itself
  10. Page post: This is a platform on Facebook specially made for brands to create different kinds of posts to promote your page
  11. Partner Categories: Partner categories are a targeting option that you can use with your advert to identify and reach the right people with the right message on Facebook, based on their activity outside of Facebook.
  12. Promoted Post: Promoted posts are an easy way to get more people to see your posts in News Feed. If you’re a Page admin, you can promote recent posts directly from your Page timeline by going to the bottom of any post that’s been recently created, and clicking on the “Promote” button. When you promote a post, it will be shown in the News Feeds of more of the people who like your Page than you would reach normally. Promoted posts are available to Pages with more than 400 likes.
  13. Reach: The number of people that your advert was shown to.
  14. Social Reach: The number of people your advert was shown to with social information. For example, if three people see an advert twice each that says a friend likes your Page, it counts as three social reaches.
  15. Target Audience: Choose the location, gender, age, likes and interests, relationship status, workplace and education of your target audience. Targeted Audience is the number of people that your advert targeting can reach, i.e. the estimate that you see while creating an advert.

I tried to be as exhaustive as possible on this list, but I’m sure I missed out a few things. If you find any term that isn’t covered here, drop a comment in the comment box below so I can have it included.