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A Simple Guide to Facebook Ads Terminology

Building a local following on social media


Facebook Ads Terms You Need to Know More About

Every industry and discipline has its jargon. Facebook ads are no exception. They come with a broad set of concepts that anyone who plans to start using Facebook ads should know. If you’re not familiar with that language, you’ll always feel like an outsider.

If you find yourself confused by all the terms related to Facebook ads, don’t worry. We’re here to set the record straight.


Refers to the unit of what you are advertising.

Ad Set

Allows you to control your ads audience, budgeting, scheduling, optimization, and delivery.


A series of similar ads that share the same objective and budget. A Facebook campaign allows you to set an overall start/end date of a promotion.


Cost Per Click is a form of measurement for all clicks on your ad, and for clicks on a specific link that directs users off Facebook. It allows setting the max amount of money you would like to spend per click on a particular ad.


Click-through rate measures the number of people that clicked on your ad.


Cost per mille or cost per 1,000 impressions is the average cost you’ve paid to have that many impressions.


Action that a person takes on your website —checkout, registration, add to cart or other website conversions — that takes them from being a visitor to being a customer.

Custom Audience

A targeted audience made of offline customers, which can come from a mailing list, phone number list, or Facebook User ID list.


An average number of times your ad was shown to each person.


The number of times an ad enters a personal screen for the very first time, regardless of whether it was clicked or not.

Label or Tag

The element that allows you to organize your ads and campaigns that relate to specific promotions.

Page Likes

The number of likes your page has received thanks to your ad.


The total number of unique users who see your ad.

Relevancy Score

Measures how relevant an ad is to a specific audience on a 10-point scale. The score is shown once you’ve reached 500 impressions.

Targeted Audience

The number of people you are planning on reaching with your ad.


PPC advertising can give your business a boost. It’s essential to become familiar with all these terms if you’re planning on venturing into the world of Facebook Ads. Let us know if there’s any other term you’d like to learn about.