Facebook advertising glossary

Ad Account - Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information. Each ad account has a specific name and ad account ID number. An ad account name can be the same for multiple ad accounts, but the ad account ID will always be a unique string of numbers.

Ad - An individual ad includes its creative (ex: the image and text it uses). Ads are kept within an adset, and multiple adsets are kept within a campaign. 

Adset - An adset includes one or more ads, a budget, and a schedule. You can create an adset for each of your audience segments by making the ads within the adset target the same audience. This will help you control the amount you spend on each audience, decide when each audience will see your ads, and see metrics specific to each audience.

Action - The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn't click on it. Actions include Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions.

Bid - There are three bidding strategies you can use in AdEspresso to determine how Facebook will bid for you in ad auctions.

  • Lowest cost (formerly automatic bid) will set your bid so that it's optimized to help you reach your objective. (ex: “Get the most website conversions at the best price” or “Get the most installs at the best price”). You'll see this under Pricing when you create an ad.
  • Lowest cost with bid cap (formerly custom bid) (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid.
  • Target cost (formerly manual bid) is supported with the offsite conversion and app install optimizations. Set a target cost per optimization event to keep your budget spend near that average and stable throughout the campaign.

Budget - The maximum amount you're willing to spend on each adset.

Campaign - This is a level within the structure of a Facebook ad. The structure is as follows: Campaigns > Adsets > Ads. Adsets and ads exist within a campaign. At the campaign level, you're able to control a campaign's objective, such as Page likes, video views or app installs.

Campaign ID - This is a unique ID associated with a campaign and is represented by numbers. In AdEspresso, you will always find the campaign ID in the url of your campaign. e.g.: https://app.adespresso.com/campaign/762301

Clicks - The total number of clicks on your ad.

Conversions - Conversions are customer-completed actions, like purchases or adding to a cart on a website.

Custom Audience - A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.

Daily Budget - This is the amount you've indicated you're willing to spend on a specific adset per day. Each adset will have a separate budget, so keep this in mind if you have more than one active adset in your account. Your ads will automatically stop showing once your daily budget for the adset has been met for that day. 

Delivery - This tells you if your campaign, adset or ad is currently running. The status on AdEspresso will typically be: Active, Paused, Completed, or Not Running. 

End Date - The date your campaign is scheduled to stop running. A campaign's start and end dates are based on the scheduling of the adsets within it. 

Frequency - Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and adset level of a campaign.

Impressions - The number of times your ad has been displayed on Facebook. 

Lead Generation - Lead generation is the building up of interest in a business's products or services, and more specifically, a type of campaign on Facebook that encourages consumers to fill out a form with their contact information.

Lifetime Budget - A lifetime budget lets you set an amount to spend over the lifetime of an adset. Our system will automatically try to evenly spread the amount you spend across the period of time that you've selected.

Link Clicks - The number of clicks on links appearing on your ad or Page that direct people off Facebook as a result of your ad. (Ex: clicks to install an app, view an offsite video, clicks to another website, call-to-action button clicks to another website, etc.)

Lookalike Audience - This is a type of audience that's created by Facebook to help advertisers reach people who are similar to an audience that they care about.

Mobile App Install - The number of installs from a mobile device as a result of your ad. 

Mobile App Activated - The number of users that installed & opened your app as a result of your ad. 

Objective - The objective you selected for your ad. Your objective reflects what you want to achieve with ads. If you are using conversion tracking in your campaign, the objective will *always* be conversions. You can set the optimization goal to be whatever you like, though. 

Optimization Goal - This is what action the campaign is being optimized by. It is usually a specific conversion, click, or engagement. 

Page Engagement - The number of actions related to the Page and your Page's posts as a result of your ad.

Page likes - The number of likes on your Page as a result of your ad.

Payment Method - Verified forms of payment you can add to your Facebook account to pay for ads. You need a payment method set up before you can publish any campaigns from that ad account.

Placement - This is where your ad is shown. Ads may show in Facebook's mobile News Feed, desktop News Feed and right column. Ads may also show on Instagram and the Audience Network.

Post Engagement - The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page's posts as a result of your ad.

Potential Reach - Potential reach is the number of monthly active people on Facebook that match the audience you defined through your audience targeting selections. This is the audience size displayed at step 3 during campaign creation.

Social Clicks - The number of any clicks your ad receives (ex: likes, event responses, offsite clicks) when it's shown with social information (ex: Jane Doe likes this).

Social Impressions - This is the number of times your ad was viewed and included social information. For example, if the ad is viewed by 3 people 2 times each and it includes information about a friend liking your Page, that means you have 6 social impressions.

Status - The status of your campaigns, adsets, and ads can be turned on or off. Keep in mind that if your campaign is Off you'll need to turn it On before your adsets and ads can run.

Targeted Audience - Targeted audience is the number of people your targeting can reach. You'll see an estimate of this, like the estimate you see while creating an ad. Bid higher to reach more of your targeted audience.

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