The Elite Facebook Ads Glossary

Every marketer should have a handy-dandy glossary in their toolbelt. 

Whether you’re just starting out in the Facebook ad space or an expert marketer looking for a quick brush-up, we’ve got just the glossary for every level marketer.

This glossary of Facebook ad terms should elevate your game, no matter where you stand.

Get ready to walk the walk and talk the talk about Facebook advertising. 👇

A/B Test: Compares different versions of your ads so you can evaluate their performance and identify ways to improve future campaigns. You can test different variables such as audiences, creatives, placements, etc. 

Account Settings: Account settings on Facebook allow you to manage and change aspects of your Facebook account, including username, password, alerts, and other privacy settings.

Action: An action is a type of activity that happens when a user engages with your Facebook ad. Examples include watching a video, clicking a link, reacting to a post (likes, shares, etc.), or downloading an app.

Ad: Ad is short for advertisement, and on Facebook, an ad is content that's paid to appear on the platform and be presented to other users. Facebook ads include creative (images, copy, etc.).

Ad Set: An ad set is a group of ads that share settings and parameters such as budget, location, and posting schedule. An ad set essentially informs Facebook how you want your ads to run. 

Ad Account: An ad account is an account that you’ll need to set up to run ads on Facebook. Ad accounts are usually established after creating a Facebook Business Manager account. 

Ad Preview: Ad preview is a panel on the right side of your ad editing window that shows you examples of what your ad will look like in different placements.

Ad Relevance Diagnostics: Ad Relevance Diagnostics is a new system implemented by Facebook to help measure how well your ads rank compared to other ads competing for the same audiences in 3 categories: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. Available diagnostics rankings are “above average,” “average,” and “below average.”

Ad Schedule: An ad schedule is a feature that allows you to determine when your ads will show. You can choose what day of the week and what time of the day you’d like your ads to run. Ad schedules can only be applied while using lifetime budgets.

Aggregated Event Measurement: Aggregated Event Measurement is a system that limits domains to eight events maximum. These eight events must have a configured priority hierarchy–for example, an event that is configured as 1st priority will be prioritized most heavily in your Facebook ad campaign optimization. This system was put in place so that events can still be tracked from Apple devices using iOS14 or newer.

App: Facebook apps (short for application) are software created by third-parties that enhance a user’s experience through added features and functionality (e.g., Facebook Messenger).

Attribution Setting: The attribution setting dictates how long after a click or view that a conversion will still be attributed back to your campaigns/ad sets/ads. For example, if my attribution window is “7-day click or 1-day view,” then any conversions that occur from clicks that happened in the last seven days or from views that happened in the last one day will be credited back to the campaigns/ad sets/ads those clicks or views originated from.

Auction Overlap: Auction overlap is when multiple of your ads compete against each other in the same auction. This can happen if multiple of your ad sets are targeting the same audiences, or if different audiences targeted across different ad sets contain many of the same audience members.

Audience Definition: Audience Definition is a feature on the right-hand side of your ad set edit pane that allows you to see the relative size of the audience you’ve built for that ad set. It will also estimate whether that audience size is too specific, just right, or too broad.

Audience Exclusion: Audience exclusion is when you choose to keep certain audiences out of your targeting (i.e., you won’t show ads to those people). For example, let’s say I’m targeting a coffee lovers audience, but I don’t want to target anyone in that audience who’s also interested in tea. So, I’d exclude the tea interest audience.

Audience Fragmentation: When two ad sets with different audiences are running the same ads. This is not always a bad thing, but if you have a lot of smaller audiences broken out in different ad sets, all these audiences might have trouble leaving the learning phase because of their size. In circumstances like this, Facebook may recommend combining some of your similar audiences into one ad set to improve the speed and accuracy of the learning phase.

Automated Rule(s): Automated rules allow you to automate some processes in Facebook by telling Facebook actions you want it to perform on your behalf when certain conditions are met. For instance, you can set an automated rule to pause certain ad sets on a certain day, raise budgets on a campaign if certain CPA thresholds are met, increase ad set bids when conversion volume thresholds are met, etc.

Automatic Placements: Automatic placements is a feature that allows Facebook to automatically determine what placements your ads will show in based on where it thinks they will best perform. This is the opposite of manual placements.

Badges: Badges are visual tags next to Facebook group members' names that show their commitment to the group (e.g., some group members will have an admin badge, and others a badge that signals they're a conversation starter or group founder).

Behaviors: This is a type of detailed targeting audience category. When you target audiences under the behaviors category, you’re targeting people based on what they typically do, have done, or may do. For example, “frequent traveler” and “engaged shopper” audiences are in this category.

Bid: A bid is part of an auction in which you pay for your ads to be shown in various locations on Facebook. 

Bid Strategy: A bid strategy on Facebook is how you want to set your bids in an auction. You can either set your bids in a more manual way at the ad set level (bid cap or cost cap), or (if you’re using CBO) you can choose one of Facebook’s automated bid strategies, like “lowest cost,” “highest value,” or “minimum ROAS.”

Boost post: A boosted post appears higher in the news feed and increases the chance that your audience will see them. It's common to boost posts with a high engagement rate or lead to a landing page to help generate more conversions. 

Breakdowns: Breakdowns on Facebook are a way to review your campaign, ad set, or ad data segmented out by time, delivery, or action-related factors. For example, if I’m on the campaigns tab and I select the “day” breakdown, Facebook will show me metrics for each campaign broken down by each day within the time period I’ve selected.

Budget: Applies to the amount of money a company will spend on advertising campaigns on Facebook. For example, a business might give its social team a spending limit of $20,000 a month to run ads on the platform. 

Buying Type: A setting that allows you to decide whether you’d like to participate in auction-based buying (most typical) or reach and frequency buying. Auction-based buying would mean that each of your ads participates in an auction, and you can control that process in real-time. Reach and frequency buying means that you’re booking your campaigns in advance and asking Facebook to get you the highest reach or frequency possible.

Call-to-action (CTA) Button: The call-to-action button is a feature you can place on your ads that will show a clickable button with a call-to-action on it at the bottom of your ad, next to your headline and description. The call-to-action options you can choose from are a preset list, including “Sign Up,” “Learn More,” “Download,” and many others.

Call Extension: Facebook call extensions are a mobile-only ad feature. Once set up, a call button will appear at the bottom of the screen after someone clicks through your ad to your website. If they click the call button, it will open up your phone number in their dialer.

Campaign: The campaign is the highest level of your Facebook ads account structure. Each campaign contains ad sets and ads. The campaign itself controls your overarching objective for those ad sets and ads, special ad category declarations, and your campaign budget optimization setting.

Campaign ID: A campaign ID is a unique ID number corresponding to a specific advertising campaign.

Campaign Budget Optimization: Campaign budget optimization (CBO) automatically manages a campaign budget across ad sets to generate the best results. CBO will automatically distribute your budget across ad sets according to your bid strategy. 

Carousel Ad: An ad type that allows you to use multiple images within one ad, which people who view your ad can scroll through horizontally. Each image can be attached to its own unique headline, description, and URL if needed. Carousel ads can showcase multiple products or services, or they are sometimes used to tell interesting stories from image to image.

Catalog: A Facebook catalog contains information about your products for sale. Catalogs are managed in the Facebook Commerce Manager.

Clicks: A click is when someone interacts with your ad campaign or organic Facebook post by clicking on an element. Clicks represent that an audience member is interested in the ad.

Collection Ads: A type of ad that showcases a group of products or services. When clicked will open up into a fullscreen Instant Experience.

Columns: A feature in the Ads Manager interface that shows you different kinds of metrics or settings associated with your campaigns, ad sets, or ads. For example, if I want to see how many conversions, what CPA, and what CPC my campaigns received, then I would select the “results,” “cost per result,” and “cost per click” columns to show in my Ads Manager overview.

Conversions: On Facebook, a conversion is any valuable action someone takes as a result of your ad or post. This valuable action may be a lead form submission, sign up, phone call, etc. Conversions may either happen on your website after someone clicks through your ad or post, or they may happen on an ad directly (e.g., in the case of a lead ad). You’ll need to install the Facebook pixel for conversions to work correctly.

Commerce Manager: Commerce Manager is an interface that allows you to manage your sales efforts on Facebook and Instagram. In Commerce Manager, you can create a shop, set up checkout, look at your sales history, and manage your catalog.

Conversions API: Conversions API is an advanced way of setting up event tracking to track events directly from website servers, platforms, or CRMs, rather than (or in addition to) the Facebook Pixel. Conversions API was developed to create more accurate data and ad performance measurement, as well as mitigate any data loss that may be experienced with the Facebook Pixel.

Conversion Event Location: A setting within the ad set that establishes where your conversion events will be happening. For example, if you want your ads to send people to your site when clicked because you want them to fill out a lead there, your conversion event location would be “Website.” If you want your ad to open a Facebook Messenger conversation with your business when clicked, then you would select the “Messenger” conversion event location.

Conversion Rate Ranking: Conversion rate ranking is one of the three elements of the ad relevance diagnostics system. Your conversion rate ranking is determined based on how your ad’s expected (predicted) conversion rate measures up with other advertisers who are bidding on the same audiences. Your ad can rank as “above average,” “average,” or “below average.”

Cost Control: Cost control is a feature at the ad set level that allows you to control how much budget an ad set is allowed to spend. 

Cost Per Click (CPC): Cost per click (CPC) on Facebook is your total spend divided by your total link clicks within a chosen time period. It’s an estimated metric determining how much each link click costs.

Cost Per Result: Cost per result on Facebook is equivalent to cost per acquisition (CPA). It’s a calculated metric that tells you approximately how much each of your desired results (conversion events) cost you. Cost per result equals your total spend divided by your total number of results.

Click-through Rate (CTR): Click-through rate on Facebook is your total number of impressions (people who saw your ad) divided by your total number of link clicks. 

Creative Reporting: The creative reporting feature is a tool that gives you a table of insights on how each of your creatives is performing, as well as comparative creative overviews based on different metrics like CTR, impressions, or CTA.

Custom Audience: An ad targeting strategy that allows you to target specific people who've interacted with your brand on Facebook.

Custom Event: A custom event is an event on Facebook that doesn’t fall under the predefined list of standard events. They’re typically used to track more complex conversions and must be manually installed with code on the website. They can’t be created using the Event Setup Tool. For instance, if I wanted to track the purchase of three different paid plans separately, I’d likely need to create a custom event to track each one.

Customer List: A list of contact information that customers have voluntarily given to a business. In Facebook, customer lists can be uploaded or imported and used to make a customer list audience.

Customer List Audience: Uses a customer list to build an audience of people on Facebook whose information matches the information provided in the customer list.

Daily Active Users: Daily active users (DAUs) is a metric that measures people who have viewed or engaged with your Facebook page on a given day. 

Daily Page Activity: A metric that measures how much activity your Facebook page receives daily.

Daily Budget: Daily budget is the average amount you want to spend each day on Facebook ads.

Delivery: The delivery tab tells you the status of campaigns and can bring attention to any problems or issues with your ads. “Delivery” answers the question, "are my ads being delivered as they should?"

Demographics: Demographics is a category of detailed targeting audience. Targeting an audience in the demographics category means you’re targeting someone based on who they are. For example, you can target audiences based on their relationship or parental status, or education level in the demographics category.

Description: A description is a component of a Facebook ad that shows at the very bottom of the ad, beneath the headline. Descriptions are optional, and you can add up to 5 variations of them in a non-dynamic ad.

Detailed Targeting: Detailed targeting is a type of audience targeting. It consists of pre-built audiences that group users into categories based on interests, behaviors, or demographics they’ve exhibited on Facebook. You can then target ads to these audiences based on those interests, behaviors, or demographics.

Display Link: A display link is a shortened version of your website URL that you want to be visible on your ad. For example, if the website URL I’m directing ad clicks to is “https://klientboost.com/facebook/facebook-marketing/” I could make my display URL “klientboost.com” to make it look cleaner on my ad and prevent the URL from being cut off in smaller placements.

Draft: A draft is a version of Ads Manager containing unpublished changes you’ve made to campaigns, ad sets, or ads. Any changes you make in Ads Manager begin as drafts, and all drafts are not live until you publish them. Keep in mind that if you manage accounts under your personal user profile, other managers of the account who also use their own profile can’t see any unpublished drafts you’ve made, and vice versa.

Dynamic Creative Ad: Dynamic creative ads are an ad type that allows you to upload up to 10 image assets or up to 10 video assets, plus up to five each of headline, primary text, call-to-action, and description variations. All these assets will be mixed and matched to create dynamic ads in real-time, based on what Facebook thinks will perform best in any given auction. To create dynamic creative ads, you’ll need to enable the dynamic creative setting in the ad set.

Dynamic Experiences: Dynamic Experiences are a way to get a semi-dynamic creative effect out of a non-dynamic ad set. You’ll upload just one image or video and create multiple different variations of primary texts, headlines, descriptions, and CTAs. When the Dynamic Experiences setting is selected at the ad level, Facebook will mix and match those ad copy assets you provided with the image or video you selected to find the best combination for each auction.

End Date: When an ad campaign will end on Facebook.

Engaged Users: Engaged users are users who interact with your ads or posts via clicks, likes, shares, or comments.

Engagement Rate Ranking: Engagement rate ranking is one of the three components of the ad relevance diagnostics system. Engagement rate ranking measures how well your ad’s expected (predicted) engagement rate measures up against other ads competing for the same audiences in the same auctions. You can rank as “above average,” “average,” or “below average.”

Estimated Daily Results: Estimated daily results is a feature on the right-hand side of your ad set editing panel that approximates how much reach and how many conversions Facebook thinks your ad set will get daily, based on your audience, budget, placements, attribution window, and other factors.

Event Setup Tool: Helps you easily set up conversion events using your installed Facebook Pixel. If your pixel is installed on your domain, the Event Setup Tool will ask you to input the URL where you want to mark a conversion event, and it will then take you to that URL to set up your event. You can track an event based on the URL itself or based on a button click. Any more complicated events will need to be set up manually with custom events.

External Referrals: Clicks to a Facebook page from an external domain that's not facebook.com. Examples of external referrals are a website, search engines, or email. 

Facebook Ads Manager: A platform that allows you to build and manage your Facebook ad campaigns.

Facebook Algorithm: The Facebook algorithm is the machine learning that determines what users will see on their Facebook Feed. It looks at multiple different factors to decide what content is likely to be most relevant to the user, and these factors have changed a lot over the years.

Facebook Business Suite: The Facebook Business Suite is an interface that enables businesses to manage their pages, profiles, messages, notifications, and some reporting across multiple Facebook properties.

Facebook Insights: Facebook Insights is a tool that enables you to see data rundowns and analyses on your results, content, or target audiences, both for your paid ad and organic page traffic.

Facebook Events Manager: The Facebook Events Manager is the central hub where you can manage the tracking, reporting, and troubleshooting of all your Facebook events.

Facebook Marketplace: The Facebook Marketplace is a platform where users can go to buy or sell goods. Both individual users and businesses can sell on the Marketplace.

Facebook Messenger: An instant messaging app for mobile that allows you to communicate directly with other users or businesses on Facebook.

Facebook Pixel: The Facebook Pixel is a string of code that’s installed on a website to track and report on activity that occurs there, such as page views or events (like lead submissions or purchases). The Pixel relays the information it captures on the website back to Ads Manager, and that information can be credited back to the campaign/ad set/ad that was responsible for driving it. The Pixel is also used to help build audiences out of website visitors.

Facebook Shops: Facebook Shops is a customizable online shopping experience that businesses can build. It allows potential customers to browse available products, add those products to their cart, and even purchase those products without ever leaving Facebook.

Feed: The Facebook Feed, formerly known as the “News Feed” is a scrollable collection of posts from a user’s friends and family on Facebook, as well as posts and ads from businesses and pages that the Facebook Algorithm finds to be relevant or useful to the user. The Feed is what the user sees on their homepage when first logging into Facebook.

Frequency: Frequency is the average number of times a person saw your ad on Facebook. It’s calculated by dividing the number of impressions by reach.

Groups: A feature on Facebook that enables users to connect with others over shared interests or events and form a community around them. Any user can create a group about anything.

Headline: A headline is a component of a Facebook ad that shows just below the ad’s image. It’s the biggest text that stands out the most within the ad, and it’s recommended to keep the headline short and use it to drive action or interest.

Image Ad: An image ad is a type of ad that uses a single static image combined with primary text, a headline, and an optional description.

Impressions: Impressions are the total number of times your content was displayed to an audience. The metric doesn’t measure if the post was read, clicked on, or engaged with. Impressions are simply the number of times your ad appeared in its placement on Facebook, and the user had an opportunity to see it. 

Instant Experience: Formerly known as Canvas Ads, this is a type of mobile-only ad. When the ad is clicked, it opens up a full-screen interactive ad experience. Facebook gives you four templates for creating Instant Experiences: Instant Storefront, Instant Customer Acquisition, Instant Storytelling, and Instant Lookbook.

Interests: A type of detailed targeting audience category. When you target people in the interests category, you’re targeting them based on what they like or have expressed interest in. There is a huge variety of interest audiences, but a few examples are “coffee lovers,” “insurance,” and “rugby” interests.

iOS14: In the context of Facebook advertising, iOS14 refers to the effects of a new feature included in Apple iOS14 devices that allows users to “opt out” of app tracking. For advertisers, this impacted the reporting capabilities of Facebook Pixels and meant that they were no longer able to track conversion events that came from opted-out users through the Pixel, resulting in conversion drops from these data losses.

Lead Ad: A lead ad is a type of ad that opens up into an on-Facebook lead form when clicked. Users can fill out this form with their information and submit it without ever leaving Facebook. Advertisers can even set up a link with their customer relationship management system (CRM) to have on-Facebook leads brought directly into their CRM.

Lead Generation: Lead generation is the process of capturing consumer interest in a product or service to develop a sales pipeline. Lead generation (sometimes known as lead gen) is also a type of Facebook ad campaign objective that aims to collect contact information such as email or phone number directly from a lead ad. 

Lifetime Budget: Lifetime budget tells Facebook how much to spend over the entirety of your campaign or ad set. Lifetime budgets can be set for campaigns with campaign budget optimization (CBO) or individual ad set budgeting. Lifetime budget is impactful because it allows Facebook to adjust daily spending levels based on the campaign results. Pretty cool, huh?

Link Clicks: Link clicks measure the number of clicks on links within a Facebook ad or your page that lead people away from Facebook as a result (e.g., clicks to install an app, clicks to another website, etc.).

Lookalike Audience: A type of audience that is made up of users who share similar characteristics and demographics as your existing custom audiences, therefore helping you to expand your brand’s reach and drive more growth. 

Manual Placements: Choosing the “manual placements” setting in Facebook means that rather than letting Facebook decide what placements your ads will show in (based on what it believes will perform best), you manually select which placements you’d like your ads to show in.

Meta: In October 2021, Zuckerberg announced that Facebook’s name will be changing to “Meta.”

Mobile App Installs: Measures the number of app installs from a mobile device that came as a result of your Facebook ad.

Monthly Active Users: Monthly active users (MAUs) measure the amount of people who have viewed or interacted with your Facebook page during the last 30 days. 

Net Likes: The overall number of likes (including organic and paid likes) minus any unlikes that occurred.

Objective: What advertisers want people to do or feel after viewing an ad. This is closely tied to campaign goals. Examples of objectives when creating ad campaigns on Facebook are to increase brand awareness, drive traffic, create engagement, or improve lead generation. On Facebook, all objectives are handily laid out under the three stages of the marketing funnel: awareness, consideration, and conversion, so it’s easy to map your objective to your campaign strategy. 

Offer: An offer is a proposition you put before prospective customers to entice them to click your ad, submit a lead, and/or make a sale. This can be in the form of a discount or offering something for free (e.g., free trial, free extra item with purchase, free shipping, etc.).

Offline Event: An offline event is an event that occurred outside of digital tracking capability, such as a sale closed over a phone call, or a lead being qualified or disqualified within a CRM.

Optimization Goal: The overall goal of an ad set; it communicates to Facebook how the platform should optimize your ads for delivery. Optimization goals are closely tied to campaign objectives. An example of an optimization goal is landing page views, link clicks, and conversions. 

Organic Reach: A measurement of how many Facebook users saw a Facebook post that contains no paid promotion or boosting.

Page Admin: A page admin manages page roles and settings. Page admins have control over a Facebook page and can edit the page, delete posts, send messages to page followers, respond to and delete comments, remove and ban users, and manage ads. Giving someone admin access is like giving them the keys to your Facebook page, so think carefully about who should access this information. 

Page Engagement: The number of actions performed on a Facebook page. Actions that contribute to page engagement include reactions, comments, shares, link clicks, and check-ins. Page engagement shows advertisers how well their ads generate interest from an audience.

Page Likes: The number of likes your Facebook business page has; these likes are attributed to your ads.

Page Roles: Page roles determine the level of access to a Facebook page. The five page roles are admin, editor, moderator, advertiser, and analyst. 

Paid Reach: The number of people reached/who saw your ad through a paid source such as a Facebook ad or Boosted Post. 

Payment Method: To run ads on Facebook, you need to input a payment method. Facebook accepts commonly known payment methods, including credit cards, debit cards, PayPal, and direct debit.  

Placement: The location where a Facebook ad appears on a screen. Examples of a placement are the Facebook News Feed, Facebook Marketplace, Facebook search results, and sponsored messages in Facebook Messenger. 

Post Attribution: This measures the time spent interacting with an ad. Facebook will count that post as the reason why a user completed an action. 

Post Engagement: Shows the total number of actions that people take on Facebook ads. Engagement is calculated based on the number of actions taken on a post, for example, reactions, comments, shares, viewing an image, watching a video, or clicking on a link.

Post Reach: The number of people who saw your post in their news feed.

Primary Text: Primary text is a component of an ad. It appears at the top of the ad, just above the image. It’s the first piece of text a person will see in an ad.

Quality Ranking: Quality ranking is one of the three components of the ad relevance diagnostics system. Your quality ranking is determined by how your ad’s perceived quality measures up to other ads participating in the same auction for the same audiences. Perceived quality is partially decided based on an assessment of any low-quality features in the ad and on any negative feedback from users. Your quality can rank as “above average,” “average,” or “below average.”

Reach: The number of people who were exposed to your ad during a campaign. Reach can be influenced by your budget, audience targeting, and bid. 

Reports: In Facebook, reports is a tool where you can view breakdowns of your data and metrics on your campaigns over a specified time period. You can also save important reports you’ve made for future use.

Result: In Facebook, a result is a valuable action (conversion) that someone completed as a result of seeing your ad. Results vary depending on your campaign objective. For example, in a prospecting campaign, your result could be an e-book download. Or, for a bottom-of-funnel campaign, your result could be a lead.

Result Rate: Your result rate is your total number of results divided by your total number of impressions. It’s expressed as a percentage, and is the percentage of users who completed results relative to how many people saw your ad.

Retargeting: On Facebook, retargeting is the act of showing ads to people who have already visited your website and/or engaged with you or your ads on Facebook.

Return on Ad Spend (ROAS): Return on ad spend is a measure of how much profit you’re making from your ads relative to how much you’ve spent on ads. To calculate it, you’d divide your total conversion value (the amount of money you made in sales from your ads) by the total amount you spent on those ads.

Saved Audience: A saved audience is a saved set of detailed targeting and custom audiences, as well as geographic, age, gender, language targeting, and connections. When you set up your audience targeting within an ad set, you have the option to then save that targeting for future use. Or, you can create a saved audience directly within your audience manager and import that saved audience into new ad sets later on.

Social Proof: Recognized actions from other Facebook users that help to influence decision-making. For example, you've run a Facebook ad that generates tons of reactions and shares. These actions social proof to other users that your brand is valuable and legitimate.

Special Ad Category: Special Ad Categories are types of categories that some ads (and business verticals) fall under. Ads in these categories may have restricted targeting options or have specific requirements that need to be met for the ad to be approved to run. The four special ad categories are: “credit,” “housing,” “employment,” and “social issues, elections or politics.” If your ad falls under one of these categories, you must declare it.

Special Ad Audience: A type of lookalike audience. Because some special ad categories aren’t allowed to use traditional lookalike audiences, they must use special ad audiences instead. The difference between a standard lookalike audience and a special ad audience is that a special ad audience does not use age, gender, or some restricted demographics, behaviors, or interests to select lookalike users for the audience.

Standard Event: A pre-defined list of Facebook events you can select to identify and set up tracking for your conversion actions. For example, “Lead” is a standard event. If my desired conversion is a lead submission, I can set up tracking for it under the “Lead” standard event using the Event Setup Tool, partner integrations, Pixel code, or Conversions API.

Status: The status of your ads, ad sets, and campaigns (on or off). 

Targeted Audience: A group of people you believe will most likely engage with your Facebook ad and drive conversions based on similar interests and demographics.

Timeline: A section on your Facebook page where updates and posts appear. At the same time, users can post comments on your timeline. Timeline was previously known as “the wall.” 

Total Reach: The amount of reach a Facebook Page or post gains in a specific time period. The metric includes content that’s published on your page as well as promoted posts that lead people to your page.

Trending Topics: Personalized content based on your location and previous behavior on Facebook (e.g., posts and pages you've engaged with) alongside more general popular news and posts. Trends appear in real-time and allow users to keep up to date on what's happening on Facebook and in the news. 

URL Parameters: An optional setting at the ad level that you can use to append UTM tags on the end of your website URL for tracking purposes. UTM tags applied in the URL parameters field help track clicks and conversions back to their sources, like the ad ID, ad set, campaign, etc.

Value: In Facebook, value is synonymous with conversion value. It’s the money you’ve earned from sales that came as a result of an ad click.

Verified Page: Facebook has confirmed that the page or profile is the authentic presence of the public figure or brand that it represents. Basically, a verified page is the legit page for a person or business on Facebook. Its symbol is the blue checkmark.

Video Ad: A type of ad that showcases one video along with your primary text, headline, and optional description.

Video Views: Video views are an objective on Facebook, which means that you're optimizing your ads for video views instead of another objective. Optimizing Facebook ads for video views means that Facebook will share your videos with people they think will most likely watch and engage with them. 

Website URL: A website URL is the landing page or location on your website that you want users to be sent to when they click your ad.

What’re you waiting for?: Means we’re done. 😉 (For now, at least…) Now that you know the lingo, it’s time to put it into action. Take your new vocab and run the best Facebook ads you can. If you don’t know how to do that exactly, read all about it in our next post on how to run Facebook Ads.