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.


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 is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element.


A budget is an amount you’re willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis.