Facebook Glossary

This is a glossary of Facebook advertising and marketing terms. When these terms come up throughout your reading on this site, helpful tooltips will be made available with quick definitions. Click the links below to get additional details on each term.

  • 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.
  • 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.
  • Ad Set - An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined.
  • Advertising Specifications - Facebook has advertising specifications that apply to copy (character count) and creative (dimensions, aspect ratio, format) by placement.
  • App Activity Custom Audience - An app activity custom audience is an audience used for ad targeting of people who launched your app or took specific actions while using it.
  • Attribution Window - An attribution window is the number of days between when a person viewed or clicked your Facebook ad and subsequently took an action.
  • Auction - Facebook uses an ad auction to determine the best ad to show to a person at a given point in time. The winner of the auction is the ad with the highest total value, based on bid, estimated action rates, and ad quality.
  • Audience Insights - Audience Insights is a tool that helps you learn more about an audience compared to the general Facebook population.
  • Breakdown - Breakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element.
  • Budget - A budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis.
  • Buying Type - There are two buying type options when determining how you will pay for a Facebook ads campaign: Auction and Reach and Frequency.
  • Call-to-Action - A call-to-action is a button or link on your ad that suggests the action you want your audience to take. Examples: "Learn More" or "Sign Up."
  • Campaign - The campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve.
  • Campaign Budget Optimization - Campaign budget optimization (CBO) automatically manages your Facebook campaign budget across ad sets to get you the overall best results.
  • Campaign Objective - The campaign objective is the ultimate goal for your Facebook ad. Your selection will impact options, including optimization and delivery.
  • Campaign Spending Limit - When you set a campaign spending limit, the ad sets within the campaign will stop delivering once you've reached that limit.
  • Carousel - A carousel allows you to display two or more scrollable images or videos in the same ad, with the ability to link each to a different URL.
  • Clicks (All) - The Clicks (All) metric includes all clicks on your Facebook ad (link clicks, clicks on media, post reactions, comments, shares, and more).
  • Connection - Within your ad set, you can further narrow targeting by adding a connection to a page, app, or event that you control.
  • CPC - Facebook reports on CPC (All) and CPC (Link Click). The first refers to all clicks and the second on all internal and outbound links.
  • CPM - CPM measures the cost per 1,000 impressions. It's a good metric to evaluate competition level and costs to reach your audience.
  • Custom Conversion - Custom conversions let you create rules for events or URLs so that you can better track and optimize for specific actions with Facebook ads.
  • Customer List Custom Audience - A customer list custom audience is created by uploading a customer list that Facebook matches with users so you can target them with ads.
  • Daily Unique Reach - Daily Unique Reach Facebook ads optimization allows you to limit the number of times you reach your audience to no more than once per day.
  • Event Custom Audience - You can create an Event custom audience to target those who have engaged with your Facebook event with an ad.
  • Event Setup Tool - If you have the Facebook pixel installed on your website, you can add standard events without any code using the Event Setup Tool.
  • Facebook Page Custom Audience - Facebook page custom audiences allow you to create an audience of people who interacted with your page to be used in ad targeting.
  • Facebook Pixel - The Facebook pixel helps advertisers track events that occur on their website and reach people who performed those events with ads.
  • Frequency - Calculated as (Impressions/Reach), Frequency is a Facebook ads metric that measures the average number of times users have seen your ad.
  • Frequency Capping - Frequency capping allows you to limit the number of times your audience sees your ad during a given window of time.
  • Instagram Account Custom Audience - An Instagram account custom audience allows you to target people who engaged with your Instagram business account with Facebook ads.
  • Landing Page View - Landing Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad.
  • Lead Form Custom Audience - Lead form custom audiences allow you to create audiences of people who engaged with your Facebook lead ad forms to be used in ad targeting.
  • Link Click - The link click metric measures all clicks on links that drive users to properties on and off of Facebook.
  • Name Template - A name template allows advertisers to automatically generate a naming convention for campaigns, ad sets, and ads based on campaign settings.
  • Optimization for Ad Delivery - How you optimize impacts who sees your Facebook ad. Facebook will show your ad to people most likely to perform your desired action.
  • Outbound Clicks - Outbound clicks measure the number of clicks on ads that take people to properties away from Facebook.
  • Pixel Event Parameters - Parameters can be included when tracking standard and custom events with the Facebook pixel, allowing you to provide details of an event.
  • Pixel Events - Pixel events allow you to track specific actions on your website that can be used for reporting, targeting, and optimization.
  • Reach Optimization - Reach optimization allows you to show your Facebook ads to the maximum number of people while using a frequency cap.
  • Saved Audience - A saved audience allows a Facebook advertiser to save often-used targeting settings to easily use later.
  • Split Testing - Split testing (or A/B testing) allows you to test changes in Facebook variables like ad creative, audience, or placement to determine which approach performs best.
  • Video Engagement Custom Audience - You can create an audience of people who viewed your video on Facebook or Instagram and target or exclude this audience in ads.
  • Website Custom Audience - A website custom audience matches people who visit your website with people on Facebook. You can then create ads to show to that audience.
  • Website Custom Audience from Your Events - Website custom audiences from your events allow you to target people based on the specific actions and conversions performed on your website.