Facebook Ads Glossary

2-Second Continuous Video Views

The number of times your video was played for 2 continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels in view.

3-Second Video Views

The number of times your video played for at least 3 seconds, or for nearly its total length if it’s shorter than 3 seconds. For each impression of a video, we’ll count video views separately and exclude any time spent replaying the video.

Account ID

The ID number of your ad account, which groups your advertising activity. Your ad account includes your campaigns, ads and billing.

Ad Account

Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.


The unique ID of the ad you’re viewing in reporting. This column does not apply to campaigns or ad sets, only ads.

Audience Network

This is a network of mobile app and mobile web publishers who’ve been approved by Facebook to show ads in their apps

Bid Strategy

The way you want Facebook to bid in the auction, based on your cost goals and your optimization for ad delivery. This will display as either lowest cost, cost cap, bid cap, target cost, highest value or minimum ROAS depending on your cost or ROAS control selection.


Campaign Budget Optimization is a type of campaign that allocates spend at the campaign level to the ad sets and ads that Facebook thinks have the highest chance of converting at that specific time.

Campaign Spending Limit

A campaign spending limit allows you to set a maximum amount of money to be spent on a campaign. Your campaign stops running when it reaches your campaign spending limit.

Clicks (All)

The number of clicks on your ads. The metric counts multiple types of clicks on your ad, including certain types of interactions with the ad container, links to other destinations, and links to expanded ad experiences. It includes Link clicks, Clicks to the associated business Page profile or profile picture, Post reactions (such as likes or loves), Comments or shares, Clicks to expand media (such as photos) to full screen, Clicks to take actions identified as your campaign objective (such as liking your Page for a Page engagement campaign).


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


The average cost for 1,000 impressions. CPM is a common metric used by the online advertising industry to gauge the cost-effectiveness of an ad campaign. It’s often used to compare performance among different ad publishers and campaigns.

CPC (All)

The average cost for each click (all).

CPC (Cost per Link Click)

The average cost for each link click. This shows how much, on average, each link click costs you. CPC is a metric used in the online advertising industry for benchmarking ad efficiency and performance.

CTR (All)

The percentage of times people saw your ad and performed a click (all). The metric is calculated as clicks (all) divided by impressions.

CTR (Link Click-Through Rate)

The percentage of times people saw your ad and performed a link click. This indicates how many link clicks you’ve received on your ad compared to how many impressions your ad received. It is a common metric used by online advertisers to understand how ads drive traffic to websites and other destinations.

Daily Budget

The daily budget is the average amount you indicated you are willing to spend on a specific ad set per day. Each ad set will have its own separate budget, so keep this in mind if you have more than one active ad set in your account.


The current status of your campaign, ad set or ad delivery.

Conversion Device

A conversion device is the device in use by a person at the time they took an action based on your ad. An action can include conversion events that are tracked with the Facebook pixel, mobile SDK, offline events or certain on-Facebook actions. For example, a conversion device may be reported as desktop if someone converted on a desktop computer.

Event Responses

The number of people who responded Interested or Going to your Facebook event, attributed to your ads.


The average number of times each person saw your ad. Frequency helps to build awareness and recall by showing your message to people in your target audience multiple times. Frequency may average 1 to 2 per ad set or may be much higher, depending on your budget, audience size and schedule.

However, it’s important to monitor frequency along with your results and ad relevance diagnostics to make sure the same people aren’t seeing your ads too often during a campaign. If performance begins to drop as your frequency numbers rise, your target audience may be experiencing ad fatigue, and it may be wise to change your ad creative or targeting.


The number of times your ads were on screen. Impressions is a common metric used by the online marketing industry. Impressions measure how often your ads were on screen for your target audience.

Landing Page Views

The number of times a person clicked on an ad link and then successfully loaded the destination webpage or Instant Experience. To report on landing page views, you must have created a Facebook pixel.

Lead Generation

Lead generation is the process of building interest in a business’s products or services. On Facebook, you can create campaigns using a lead generation objective that allows consumers to fill out a form, called an “Instant Form,” with their contact information. You can also track lead conversion events on your own website using the Facebook pixel.

Lifetime Budget

A lifetime budget lets you set an amount to spend over the lifetime of an ad set. 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 within the ad that led to destinations or experiences, on or off Facebook. For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser’s profile.

Lookalike Audiences

Lookalike audiences are created by Facebook to help advertisers reach people who are similar to (or “look like”) an audience that the advertiser cares about.

To create a lookalike audience, you need a Custom Audience, which is a list of your current customers or people who have engaged with your business.


The objective reflecting the goal you want to achieve with your advertising. It may be different from the selected objective of the campaign in some cases.

Page Engagement

The total number of actions that people took on your Facebook Page and its posts, attributed to your ads. This counts interactions with your Facebook Page and its posts attributed to your ads. Page engagement can include actions such as liking your Page, loving a post, checking in to your location, clicking a link and more.


A placement is the location 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, Audience Network, Instant Articles and Messenger.

Post Engagement

The total number of actions that people take involving your ads. Post engagement indicates that your ads are relevant to your target audience, which helps your ads perform better. When people see ads that are relevant to them, they’re more likely to interact with those ads. This metric lets you measure these interactions and compare them to engagement from other ads or campaigns.

Purchases Conversion Value

The total value of purchases tracked with the conversion objective. This is calculated by adding the value parameters you set for the purchase conversion standard event.


The total return on ad spend (ROAS) from purchases. The metric is calculated as purchase conversion value divided by amount spent.


The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This gives you a measure of how many people were exposed to your message during an ad campaign. People may not always click on your ads, but they may be more likely to engage with your business when they see your message.

Source Audience

A source audience is the audience a Lookalike Audience is based on. For example, if you create a Lookalike Audience from your Page fans, your Page fans would be the source audience.


This is the process of defining an audience for your ads.


The number of times your video was played to completion, or for at least 15 seconds. If your video is 15 seconds or shorter, the metric counts when your video was played to completion. For longer videos, this metric counts when someone played at least 15 unique seconds of the video. The video’s full length is considered to be at least 97% of the video, since people frequently drop off before the true end of a video when credits roll or content fades out.


When you see the word ‘Unique’ in front of another word on Facebook this means the metric is counting the amount of people and not the specific action. This is important to remember and use when analyzing data.

Video Watches at X%

The number of times your video was played at X% of its length, including plays that skipped to this point.