Definitions

The number of times your video was viewed to 10 seconds. If your video is less than 10 seconds, then this refers to the number of times people viewed 97% of your video. This gauges the video's relevance to its audience.

This shows the number of times your video was viewed to 30 seconds. If your video is 30 seconds or less, then this refers to the number of times people viewed 97% of your video.

A/B testing, also called split testing, is a method that tests which ad headlines, body copy, images, call-to-actions work best on your target audience. A/B testing can help you compare the performance of multiple variables in a campaign and determine which one is best for your objectives.

The about section contains basic information that will help visitors quickly learn more about you on your Facebook page. Different types of basic information such as description, address, phone number, and URL will appear on your page’s About section, depending on your Page’s category and settings.

Account currency is the currency that is used by your ad account. Any charges will appear in the currency that is selected.

This is a unique ID for an ad account represented by a series of unique numbers. It may be needed if you are sharing access with your account or determining the difference between two accounts with the same name. You can find your ad account number in the dropdown menu located on the top left(...)

Account settings is used to manage any basic account preferences. You can edit your name and email address, change your notifications preferences, turn on extra security features, and more. To find your settings, click on the top right corner of your Facebook homepage and select Settings.

This is the amount you set for your entire ad account. You can set an overall limit on your budget, which can be adjusted at any time. This optional feature manages the amount you spend on Facebook ads. There are two ways to change your account spending limit: you can update the spending limit(...)

The data shown for "Actions" include all actions taken by users within 24 hours after viewing an ad or sponsored story in your campaign or within 28 days after clicking on it. You will only see this data if you are promoting a page, event, or app. Actions include page and post likes, event(...)

Your activity log is a tool that allows you to review and manage posts you share on Facebook. Only you can see your activity log. The activity log helps you manage your page’s Timeline. It shows you a complete list of posts and comments by your page, including hidden posts. Only people who(...)

The grouping of all your specific ad activity. Your ad account includes different campaigns, ad sets, ads, and billing information. You can manage multiple ad accounts through business manager.

Ad auction is the process that runs the best ads based on the ads’ maximum bids and performance. In the auction process, all Facebook ads compete against one another, and the ads that the system determines will be the most successful will be shown. If you'd like to make your ad more(...)

This unique numerical ID differentiates between every ad created. Include this number in any support requests to ensure a faster resolution.

Ad reports help you reach your business goals by allowing you to view important ad metrics and individuals engaging with your ads. Reports, which can be scheduled and saved for future use, can include date ranges, graphs, customized columns, and tables. Ad reports can be created or exported to(...)

All targeting for Facebook ads is done on the Ad Set level. An ad set can include multiple ads, bidding preferences, a budget, and a schedule. You can create an ad set for each of your audience segments by making the ads within the ad set target the same audience. This will help you control(...)

The budget you set when you create an ad set. Two types of budgets exist: the daily budget and the lifetime budget. The daily budget is the maximum amount you are willing to spend each day, which begins at midnight, to promote your page. The lifetime budget is used for campaigns that have a(...)

Choose the location, gender, age, likes and interests, relationship status, workplace and education of your target audience. If you are the admin of a Facebook Page, event or app, you can also target your ad to people who are already connected to you. This is the process of defining an(...)

The number of times an item was added to a shopping cart on your website as a result of your ad.

The total value returned when items were added to a cart on your website as a result of your ad.

Admins are people who create and manage activity for ad accounts, fan pages, or Facebook groups. Making a person an "Admin" means he or she will have the ability to post, moderate, or control content, and add or remove other users from admin access.

The Ads API allows you to create and manage ads on Facebook programmatically. The API allows Facebook Preferred Marketing Partners to build solutions for marketing automation with Facebook's advertising platform.

Ads Manager is where you can view, edit, and access performance reports for all your campaigns, ad sets, and ads. From your Ads Manager, you can view all of your Facebook ad campaigns and payment history, make changes to your bids and budgets, export ad performance reports from the Reports(...)

Facebook's Advertising Policies provide information on the type of ad content and practices that are allowed or not allowed on the site. If you violate these policies, Facebook may block your accounts or reject your ads.

When targeting and reviewing your performance metrics in Ads Manager, age refers to the age of the audience you have reached. You can target an ad to a specific age in Ads Manager or Power Editor. Keep in mind, however, that Facebook requires all users to be at least 13 years old to create an(...)

The total amount you have spent during the dates you have selected in your Ads Manager.

An interactive software application developed to use Facebook's core technologies. Facebook apps are created by third parties who add features and functionality to the Facebook experience.

An objective that allows advertisers to find users who have downloaded their app. The ads encourage users to re-engage with the app after they have installed it.

This is the number of times users have installed your app because of your ad. Advertisers must first register their app with Facebook in order to determine the cost per action (CPA). Advertisers only pay when users install an app from a Facebook ad. The star rating from the App Store or Google(...)

The number of actions related to the application story as a result of your ad. This often encourages people to engage more with the content in their newsfeed.

The number of times users have used your app as a result of your ad.

Artificial intelligence (AI) is the intelligence exhibited by machines or software. Facebook's AI is able to recognize patterns in how you interact and deliver content. If you often like updates from a certain person, Facebook might suggest different ways for you to see more from that person.

This is a group of people who can potentially see your ads.

A Facebook tool designed to help marketers learn more about their target audiences, including information about geography, demographics, lifestyle, purchase behavior, or all of the above. Marketers can run reports on any Facebook user, including people connected to their fan page or a specific(...)

The Audience Network enables advertisers to extend the scale of their Facebook ad campaigns beyond Facebook and into mobile apps that have partnered with Facebook to display ads. Although these ads run outside of Facebook, they can leverage all the targeting, measurement, and other tools for(...)

This metric lets you know how long viewers are watching your video. The audience retention graph in Page Insights shows the level of interest in different parts of your video. Spikes in the graph indicate that people are re-watching particular moments, whereas a dips show the precise moment(...)

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment. It integrates digital information with the user's environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment(...)

Also known as Optimized CPM,  autobid automatically optimizes your bid to help you reach your advertising goal. This can be for impressions, clicks, app installs, or conversions. Facebook will adjust the spend to reach the users who are most likely to complete your objective. When you select(...)

Average Cost Per Click is the average amount you are paying for each click on your ad. This is calculated as total clicks on your ad over cost during the same time period. For example, if your ad receives two clicks, one costing $1 and one costing $2, your average CPC for those clicks is $1.50.

The amount you are paying on average for every thousand impressions of your ad. This is calculated as the number of thousands of times your ad is displayed over the cost for that ad during the same time period.

The average length of time people spent viewing your video. This is the total video watch time divided by the total number of times your video was played.

The average percentage of your video that people viewed. This is the total video view percentage divided by the total number of times your video was played.

Additional optional payment methods you can add to your ad account. If there is a problem with your primary payment method, Facebook will charge fees using the backup payment method of your choice.

The bid is the amount you are willing to pay to have your ad displayed. You can use automatic or manual bidding, depending on your payment preferences. Using automatic bidding will optimize your bid to reach your objective. For example, you can choose to get the most website conversions at the(...)

The billing summary shows you a list of all of your past ad charges. Clicking each description link will take you to a detailed breakdown for that charge, including the dates that the charge covers and the specific ads that ran during that period.

A billing method that bills your account after you spend a certain amount. Billing thresholds vary by country, and they are based on the currency of your ad account and the payment method you use to pay for ads. Billing thresholds determine when you are billed and how often you are billed for(...)

You can boost any post you create on your page, including status updates, photos, videos, and offers. Posts you boost will appear higher on your News Feed to maximize views. Keep in mind that boosted posts must follow Facebook's Advertising Policies. The cost to boost a post depends on how(...)

Chatbots (Bots) are programs on Messenger designed to provide you information (such as weather forecasts) through a natural, conversational tone. Although Bots are powered by artificial intelligence (AI), they sometimes need human assistance to help with more difficult questions or(...)

Broad categories are predefined targeting categories provided by Facebook that group users according to their likes and interests, the apps they use, and the pages they like, among other criteria. When creating an ad, you can use broad category targeting to reach groups of people who share(...)

The maximum amount you are willing to spend on each campaign. 

A tool that helps businesses and agencies manage their Facebook pages, ad accounts, and apps in one place. Business manager allows agencies and advertisers to centrally manage different permission levels for team members working on ad accounts or pages.

A button that appears on a Facebook fan page or Facebook ad that takes them directly to the page of your choice. The button includes call-to-actions such as "shop now," "book now," "learn more," "sign up," "download," "shop more," "contact us," "apply now," or "donate now." 

A campaign contains one or more ad sets and ads you create. At the campaign level, you are able to control a campaign's objective, such as page likes, video views, or app installs. All of the ads in a campaign share the same daily or lifetime budget as well as schedule, but the individual ads(...)

This is a unique numerical ID associated with a campaign.

A campaign spending limit allows you to set an overall spending limit for an entire campaign. A campaign spending limit does not affect your ads’ delivery, but it ensures that all the ad sets and ads in your campaign stop running once your campaign spends the amount you have set.

Canvas is an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products. Canvas ads use a combination of videos, still images, and call-to-action buttons. People can swipe through a carousel of images, tilt to view panoramic images, and(...)

Carousel ads are ads that include three to five images and links within a single ad unit that direct people to specific locations on your website. You can create ads in the carousel format in ads manager, Power Editor, or with the Facebook Ads API. Carousel ads, which appear in mobile and(...)

Chat is a Facebook feature that lets you send instant messages to your friends. The chat feature was migrated into the popular Messenger app which is a standalone app from Facebook.

Check-Ins is a Facebook feature that allows you to disclose your current location to your Facebook friends (if your profile is private). If your page includes an address, it will appear in a list of possible locations to check in to when people are nearby.

The number of times a checkout was completed on your website as a result of your ad.

The total value returned from conversions on your website as a result of your ad. Advertisers must have custom conversions enabled for this to appear in their reports.

Click through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown on the site (impressions) in the same time period. CTR All means the click through rate for the total number of clicks you received—offsite clicks, likes, event responses—divided(...)

Clicks are counted each time a user clicks through your ad to your landing page. When advertising on Facebook, a click is also counted when a user likes, shares, comments or responds to posts, installs apps, or clicks to the link on your ad. This is different from Clicks (All) that displays(...)

Clicks to Play is a Facebook video metric that is measured by the number of times a video starts and plays for a minimum of three seconds after a person has clicked it. This metric is available for both videos uploaded and embedded directly to Facebook from players outside of Facebook. It is(...)

The number of clicks to play a video as a result of your ad. This will include all video views regardless if the video played for more than 3 seconds.

Connections targeting helps you show ads to users who already have a connection with you on Facebook, such as those who have liked your page, joined your event, or have used your app in the past 30 days. You can use connections targeting to show your ad to anyone, to users who have a(...)

Connections include the people who liked your page or location, installed your app, or checked in to your advertised place within 24 hours of viewing or clicking an ad or sponsored story. If your ad links offsite, you will not see connections data in your Ads Manager.

A conversion pixel is a piece of JavaScript code that places a blank 1 x 1 pixel image on your website. When users visit a page of your website with an installed conversion pixel, the pixel will ping Facebook and record their visit and information, such as whether they saw any of your ads.(...)

Conversions are the number of times people completed a desired action, such as purchases on a website or sign-ups for a newsletter.

Facebook core audiences are targeting options that allow advertisers to reach precise audiences based on four main targeting types: location, demographic, interests, and behaviors. Facebook pulls data from the information you share on your profile and the behaviors you exhibit on its platform.

The average cost you've paid to have your ad shown to 1,000 unique people.

The average cost per 10-second video view, calculated as the amount spent divided by the number of 10-second video views.

The average amount you are paying for each action consumers make on your ads. Payment costs depend on the amount of advertisers competing to show their ads to your target audience. Well-designed ads will encourage more people to take action, and the more actions you get for your budget, the(...)

The average cost of all actions tracked by your Facebook pixel or conversion pixels on your website after people viewed or clicked on your ad. For example, if you spent $20 and you got 10 page likes, each one costs an average of $2.

The average cost per action related to the app as a result of your ad.

The average cost per action related to the app story as a result of your ad.

The average cost for each app use as a result of your ad.

The average cost for each check-in as a result of your ad.

The average cost for each checkout on your website as a result of your ad.

The cost-per-click (CPC) is the amount you pay each time a user clicks on your ad. The CPC for any ad is determined by the advertiser, and some advertisers may be willing to pay more per click than others. If your ads are bid on a CPC basis, you will be charged when users click on your ads and(...)

The number of times your video was viewed to 50% of its length, including views that skipped to this point.

The average cost for each credit spend action as a result of your ad.

The average cost for each person who joins your event as a result of your ad.

The average cost of each gift you sold on Facebook as a result of your ad.

The average cost for each view of a key page on your website as a result of your ad.

The average cost for each lead on your website as a result of your ads.

The average cost for each level-achieved action in your mobile app as a result of your ad.

The average cost of actions on your mobile app as a result of your ad.

The average cost for each add-to-cart action in your mobile app as a result of your ad.

The average cost for each add-to-wish-list action in your mobile app as a result of your ad.

The average cost for each initiated checkout action in your mobile app as a result of your ad.

The average cost for each registration action in your mobile app as a result of your ad.

The average cost for each credit spend action in your mobile app as a result of your ad.

The average cost for each feature- or-achievement-unlocked action in your mobile app as a result of your ad.

The average cost for each install from a mobile device as a result of your ad.

The average cost for each add payment information action in your mobile app as a result of your ad.

The average cost for each mobile purchase action in your mobile app as a result of your ad.

The average cost for each rating action in your mobile app as a result of your ad.

The average cost for each registration action in your mobile app as a result of your ad.

The average cost for each search action in your mobile app as a result of your ad.

The average cost for each mobile-app-start action as a result of your ad.

The average cost for each tutorial completion action in your mobile app as a result of your ad.

The average cost for each offer claim as a result of your ad.

The average cost for each other action in your mobile app as a result of your ad.

The average cost for each time someone took another action on your website as a result of your ad.

The average cost per action related to your page and your page's posts as a result of your ad.

The average cost for each page like as a result of your ad.

The average cost for each page mention as a result of your ad.

The average cost of views of tabs on your page as a result of your ad.

The average cost for each photo view as a result of your ad.

The average cost for each comment on your page's posts as a result of your ad.

The average cost per action related to your page's posts as a result of your ad or total spend divided by the total number of engagement actions.

The average cost for each like on your Page's posts as a result of your ad.

The average cost for each share on your Page's posts as a result of your ad.

The average cost for each question follow as a result of your ad.

The average cost for each registration on your website as a result of your ad.

Info about CPM will go here.

The average cost you've paid to have 1,000 impressions on your ad. If your ads are bid on a CPM basis, you will be charged when users view your ads, regardless of whether or not they click on them.

The number of any clicks you received on your ad, divided by the number of impressions.

The average cost per video view, calculated as the amount spent divided by the number of video views.

The average cost of all actions tracked by your Facebook pixel or conversion pixels on your website after people viewed or clicked on your ad.

Countries are a targeting option and can be added to the Location field when creating an ad. Countries are where the people you've reached are located. This is based on information like a person's hometown, their current city and the geographical location where they tend to be when they visit(...)

Your cover photo is the large picture at the top of your profile, right above your profile picture. All cover photos are public, which means that anyone visiting your Page will be able to see it. Best practices include using a unique image that represents your brand.

Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received.

The number of times advertising coupons were spent in your app as a result of your ad.

Your current balance is the total amount you’ve spent on ads which you haven’t been billed for yet. This balance will be cleared automatically after we charge your payment method for the amount. You can see a summary of your charges in the billing section under Ads Manager.

A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. This feature lets you advertise to people who have visited a similar or related section of your website or you can reach people based on an imported contact list or(...)

Custom conversions allow marketers to track and optimize for conversions without adding anything to the Facebook pixel code placed on your site. Custom conversions can be used with Standard Events or URL base variables. Custom conversions replaced the Facebook conversion pixel which was(...)

This metric is the number of people who have viewed or interacted with your Facebook Page on a specific day. It’s categorized by the type of action they perform. It's also been used to measure "stickiness" of an online product or how many unique users visit the site daily.

The amount you’ve indicated you’re willing to spend on a specific campaign per day. Facebook will never charge you more than your daily budget on a given day. Each ad set will have a separate budget. Ads will automatically stop showing once a daily budget for the ad set has been met for that day.

This breaks down the different ways people engaged with your Facebook Page on a specific day other than by commenting on or Liking your posts. You’ll be able to see when fans post to your Page, upload photos or videos to your Page (if enabled), write reviews, or mention your Page in updates of(...)

The daily spend limit is the maximum amount that Facebook will allow you to spend in one day.

This tells you if your campaign, ad set or ad is currently running.

Performance may decline over time for ad sets that have run for extended periods

The total value returned from advertising coupons spent in your desktop app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The destination of your ad is where people will land if they click on it. If you advertise a Page, app or event on Facebook, you’ll also get social buttons on your ad that encourage people to engage with you by liking your Page, installing or using your app, or joining your event.

The device on which the conversion event you're tracking occurred. For example, "Desktop" if someone converted on a desktop computer.

Help businesses sell products online by showing relevant products from their catalog to the people who want to buy them. Dynamic product ads give marketers a powerful set of tools to promote the right product to the right person at the right time, and with a personalized message.

The date a campaign is scheduled to stop. Campaigns can run continuously or be limited with specific dates. The date your campaign is scheduled to stop running. A campaign's start and end dates are based on the scheduling of the ad sets within it.

This is the number of engaged individuals who have clicked anywhere on one of your Facebook Page posts. For example, someone could have Liked one of your posts, commented on it, or shared it.

The number of joins for your event as a result of your ad.

External referrers are the number of views your Facebook Page received from website URLs that aren’t part of Facebook.com.

Account Kit helps you grow your app or website by giving people a choice to sign in with their phone number or email address without the need for a password. It's reliable, easy to use and gives you a choice about how you sign up for apps.

Facebook Analytics for Apps is a powerful solution to understand the people who use your apps, optimize their experience and reach them with powerful campaigns. It can give you audience insights like age, gender, education, interests, country, language and many more. Analytics for Apps shows(...)

Aquila is Facebook's first full-scale drone for Internet.org. Using a linked network of the drones, Facebook plans to provide internet access in remote parts of the world.

Project ARIES (Antenna Radio Integration for Efficiency in Spectrum) is a terrestrial system focused on improving the speed, efficiency, and quality of internet connectivity around the world. It provides consistent, high-bandwidth internet experience to both developing and developed economies(...)

The audience selector is a feature when posting to fan pages that lets you select an audience for what you share.

A Badge is a personalized box you create to share your Facebook profile, photos, or Page on other websites.

You can block someone to unfriend them and limit the ways they can get in touch with you on Facebook. Blocking can help stop someone from bothering you on Facebook. Blocked can also mean that Facebook has temporarily restricted you from using a specific feature or multiple features, but you(...)

Events is a feature that lets you organize gatherings, respond to invites and keep up with what your friends are doing. Use the Event feature to organize events, upload photos, gather RSVPs, respond to invites, share posts and keep up with what your friends are doing.

The Facebook Exchange helps you reach people who have expressed an interest through their online behavior so you can reach them with a similar kind of product or service. Advertisers can dynamically tailor creative in real time using purchase intent to make ads more relevant to potential(...)

In Page Insights, and other places on Facebook, “fans” is another way to refer to the people who Like your Page.

When you follow someone, you'll see their posts in your News Feed. You automatically follow people who you're friends with. You can also follow the posts of people who've allowed Everybody to follow them, like journalists, celebrities, political figures and other people you’re interested in(...)

Free Basics makes the internet accessible to more people by providing them access to a range of free basic services like news, maternal health, travel, local jobs, sports, communication, and local government information. The websites are available for free without data charges, and include(...)

Facebook Groups are private spaces where you can keep in touch with people by sharing updates, photos or documents. Facebook Groups make it easy to connect with specific sets of people, such as coworkers. They’re dedicated spaces where you can share updates, photos, and documents as well as(...)

Clicking Like is a way to give positive feedback and connect with things you care about. Liking a post means you were interested in what a friend was talking about. Liking a Page means you’re connecting to that Page, so you’ll start to see its stories in your News Feed. The Page will also(...)

In Facebook, these are ads you see in the right column when you visit Facebook on desktop. Link ads can also be text on a blog or website that is hyperlinked to a specific page on another site. The blog or website that publishes that link gets paid by an advertiser who is trying to drive(...)

This version of Facebook uses less data and works in all network conditions. It has quicker installs, works on most Andoid phones, uses less data, loads quickly, and works on all networks.

Live API is a new way for developers and publishers to build immersive and interactive live video experiences on Facebook. The Facebook Live API also makes it possible for device manufacturers to integrate Live directly into their latest video products. You can seamlessly incorporate Live into(...)

Messages are similar to private email messages. They appear in your Facebook Inbox and can include text messages, chats, emails, and mobile messages from your Facebook Friends.

Facebook Messenger is a live-messaging tool where you can create a custom experience for your unique audience. People won't need to download an app to interact with you, just build your bot and instantly reach people on whichever device and platform they use.

Milestones are a special type of Page post that lets you highlight key moments on your Page’s Timeline. You can use milestones to share important events that tell the story of your Page is about.

Your News Feed is an ongoing list of updates on your homepage that shows you what's new with the friends and Pages you follow. The stories that show in your News Feed are influenced by your connections and activity on Facebook. News Feed is the constantly updating list of stories in the middle(...)

The Notes feature lets you publish messages in rich-text format, giving you greater flexibility than simple updates allow. In addition to formatting your text, you can add photos and tag other people in your note.

Notifications are updates about activity on Facebook. For example, you can be notified when an update is made to a Group you belong to or when someone accepts your Friend request. While you can’t turn off notifications entirely, you can adjust what you’re notified about and how.

Facebook Pages help businesses, organizations, and brands share their stories and connect with people. Like profiles, you can customize Pages by posting stories, hosting events, adding apps, and more. People who like your Page can get updates in their News Feeds.Pages allow businesses, brands(...)

Page views are the total number of times your Facebook Page was viewed during the time period you select.

A piece of JavaScript code for your website that enables you to measure and optimize, as well as build audiences for your ad campaigns. This also also you to display remarketing ads and build custom conversions for users visiting specific pages of your website.

Search is a tool to find people, posts, photos, places, Pages, Groups, apps, and events on Facebook.

The Facebook Surround 360 is a durable and high quality 3D-360 camera system. The camera rig is comprised of 17 cameras, 14 wide angle cameras on a horizontal ring along with 1 fish eye lens on top and 2 on bottom for complete spherical coverage. Global shutter ensures that each camera(...)

The Facebook Terragraph is a low-cost, high-speed wireless network that will replace fiber in big cities. It is focused on improving the speed, efficiency, and quality of Internet connectivity around the world by using commercial off-the-shelf components, which are based on the WiGig standard(...)

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

Friends are people you connect and share with on Facebook. You can send as well as receive Friend requests from other Facebook members.

This is a targeting option that allows you to reach individuals who are friends with people who Like your Facebook Page.

This is a targeting option on Facebook that allows you to display ads to a specific gender. Gender is also reported in the Audience Insights reports.

The total value returned from the gift sale conversions as a result of your ad.

The number of gifts you sold on Facebook as a result of your ad.

Counted each time an ad or Sponsored Story is shown to a user, regardless of whether the user clicks or takes any other action on the ad. The number of times your ad entered the screen for the first time. Impressions are the number of times a post from your Page is displayed, whether the post(...)

Instagram Stories is a new feature that lets you share all the moments of your day in a format similar to Snapchat. As you share multiple photos and videos, they appear together in a slideshow format that can be viewed by the users following you on Instagram.

An Instant Article is a HTML5 document optimized for fast mobile performance, rich storytelling capabilities, branded design and customized visual display. These articles appear in the Facebook newsfeed and load instantly without leaving Facebook. This makes articles fast and responsive to(...)

Interests allows you to refine your ad's target audience based on what they've included in their profiles, as well as the pages, groups and other things on Facebook they've connected with. This includes sections like interests, activities, favorite music, movies and TV shows. When creating an(...)

The number of times a key page was viewed on your website as a result of your ad.

A landing page is a single web page that appears in response to clicking an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.

This is the number of people who saw any content about your Page grouped by language, based on default language settings.

Lead generation is the building up of interest in a business's products or services. To do this, businesses often create campaigns that encourage consumers to fill out a form with their contact information. Facebook launched Lead Ads in 2015 to help advertisers generate more leads from(...)

An offer of value that potential customers will find valuable in exchange for their personal information.

The number of new leads you acquired on your website as a result of your ad.

The total value returned from acquiring new leads on your website as a result of your ad.

The Life Event option lets you add experiences from the different parts of your life to your Timeline. Life Events are divided into categories (ex: Work & Education, Family & Relationships), and you can use them to share many different kinds of important moments, from an engagement or trip to(...)

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.

This is the number of times your Facebook Page was Liked, categorized by where the Like occurred during a specific date range. This lets you see whether the Likes come from your Page itself, from your website, or from other sources.

This section features all of the other Pages that you, as the Page, Like.

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.)

This is a type of audience that's created by Facebook to help advertisers reach people who are similar to "look like" an audience that they care about. Lookalike audiences can only be created from custom audiences.

A premium product for Instagram advertisers that helps drive mass awareness and expanded reach in a short time frame—perfect for events like movie premieres and new product launches.

This is the number of times a piece of media content that you published on your Page – including a video, photo, or audio clip – is clicked and viewed on a specific day.

Mixed values, also known as multiple values, mean that the value of that field isn't identical across the campaigns, ad sets or ads you're editing. For example, if you're editing multiple ad sets at the same time and they have different budgets, you'll see multiple values where the fields(...)

The number of levels achieved in your mobile app as a result of of your ad.

The number of actions that occurred in your mobile app as a result of your ad.

The total value returned from actions that occurred in your mobile app as a result of your ad.

The number of times something was added to a shopping cart in your mobile app as a result of your ad.

The total value returned from items added to a cart in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The number of times something was added to a wishlist in your mobile app as a result of your ad.

The total value returned from items added to a wishlist in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The number of checkouts initiated in your mobile app as a result of your ad.

The total value returned from checkouts initiated in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The number of content views in your mobile app as a result of your ad.

The total value returned from content views in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The number of times advertising coupons were spent in your mobile app as a result of your ad.

The number of features, levels or achievements that were unlocked in your mobile app as a result of your ad.

Mobile app install ads help developers reach people on mobile devices. When people click on the ad on the mobile device, they will be directed to the App Store or Google Play to install the app.

The number of installs from a mobile device as a result of your ad.

The number of times payment information was entered in your mobile app as a result of your ad.

The number of times a purchase was made in your mobile app as a result of your ad.

The total value returned from purchases made in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The number of ratings in your mobile app as a result of your ad.

The total value returned from ratings in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

The number of mobile app registrations as a result of your ad.

The number of searches in your mobile app as a result of your ad.

The number of mobile app starts as a result of your ad.

The number of tutorials completed in your mobile app as a result of your ad.

This is the number of people who have viewed your Facebook Page or interacted with it during the previous 30 days. By tracking this metric, you can determine the degree to which your Facebook influence fluctuates monthly or seasonally.

used to descibe the quality of people who are interested in and likely to respond well to multicultural content. referring to their affinity to the cultures they are interested in. based on affinity, not ethnicity.

Native advertising on Facebook is a type of disguised online advertising in which marketers create ads that match the look, tone, and function of regular, unpaid posts. Native ads, unlike sidebar ads, appear inside the news feed, among posts by friends and family. For more information about(...)

This is the difference between the number of people who have Liked your Page and the number who unliked it over a specific period.

This total is the number of unique individuals who Liked your Facebook Page during a specific date range that you set yourself.

When you advertise a Page, app or event, you’ll be asked “What would you like to do?” after you enter your destination. The answer to this question is the goal of your ad and the choices you have depends on what you’re advertising. The objective you selected for your ad. Your objective(...)

Certain businesses, brands, and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they’ll receive an email that they can show at the Page’s physical location to get the discount. A Facebook Offer is an official way(...)

A sponsored story that appears in the News Feeds or sidebars of friends of those who have claimed your Facebook Offer.

The number of claims on your offers as a result of your ad.

An open source and cost-effective, software-defined wireless access platform aimed to improve connectivity in remote areas of the world. OpenCellular includes a customizable base chassis for a wireless access point, able to connect devices using 2G, LTE or even Wi-Fi. The system is composed of(...)

Optimized CPM, Facebook's optimization bid type, enables you to choose an objective (or goals) for your advertising. To meet these objectives, for example sending users to your website or promoting a product catalog, Facebook will optimize your ads delivery. With optimized CPM, Facebook will(...)

An optimization and pricing option available in Power Editor and Ads API for mobile app engagement ads. It optimizes your ad for people most likely to complete an app event while charging you for impressions.

Organic reach is the number of unique individuals who saw a specific post from your Page on their News Feeds, tickers, or directly on their Pages.

This is a measurement of clicks not on the content of your Facebook Page post, but rather of clicks on the Page title or to “see more.”

The number of other actions in your mobile app as a result of your ad.

The total value returned from other conversions on your website as a result of your ad.

The number of other conversions on your website that happened as a result of your ad.

When you create a Page, you automatically become the Page’s admin, which means only you can change how the Page looks and post as the Page. You can then assign roles to other people to help you manage your Page. The page admin role has full access to the page and can add or remove other page(...)

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

A sponsored story surfaced to the friends who have liked the Page owned by the advertiser. These ads message the user to let them know that “Friend X” likes this Page, thus encouraging them to do the same.

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

The number of mentions of your Page as a result of your ad.

The promotion of a post (status update, video, photo share, link share) previously created by a Page.

An advertising unit that promotes the interaction (like or comment) of a target user’s friend with the advertiser’s Page post.

There are five different roles for people who help manage Facebook Pages. These roles include admin, editor, moderator, advertiser, and analyst. Any person assigned to these roles will log into their own personal accounts and work on the Page from there.

The number of views of tabs on your Page as a result of your ad.

These are sections that come with your Page when you create it. They keep your Page organized and help people see specific content types, like photos and events.

This helps you compare the performance of your Page and posts with similar Pages on Facebook.

This is the number of unique individuals who saw a specific post from your Page through a paid source like a Facebook Ad or Promoted Post.

Partner categories are a targeting option you can use with your ad to identify and reach the right people with the right message on Facebook, based on their activity off of Facebook.

Verified forms of payment you can add to your Facebook account to pay for ads. You can view your all currently active credit cards as well as any active advertising coupons under the Payment Methods tab of your ad account.

The number of unique people who took an action such as liking your Page or installing your app as a result of your ad. For example, if the same person likes and comments on a post, they will be counted as 1 unique person.

The number of views of your photos as a result of your ad.

Any post that you pin will move to the top of your Page’s Timeline and a “pinned” icon will appear in the top-right corner of the post. Your pinned post will stay at the top of your Page’s Timeline for seven days. After that, it’ll return to the date it was posted on your Page’s Timeline. Only(...)

The Facebook Pixel Helper is a Chrome extension that helps you check whether your Facebook pixel is working properly on any website.

Where ad units will appear. Options for Facebook include desktop newsfeed, mobile newsfeed and right column on desktop. Ads may also show on Instagram and the Audience Network.

Your posts, Likes, and comments on your Page’s timeline will be attributed to the Page itself, even if you’re logged into Facebook as yourself and not the Page. Whether you’re creating a post or scrolling through News Feed, you can choose to act as a Page or as yourself from a convenient(...)

The number of comments on your Page's posts as a result of your ad.

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.

This is the number of Likes and comments on stories published in your Page’s News Feed during the time period you select.

This is the number of people who have seen your post. You post counts as reaching someone when it’s shown in their News Feed. Figures displayed in Insights are for the first 28 days after a post was created and include people viewing your post on desktop and mobile.

The number of shares of your Page's posts as a result of your ad.

Post views are the number of times a story published on your Facebook Page News Feed was viewed during the time period you select.

Posts to Page are any posts made to your Page by someone other than an admin. This way, your Timeline will showcase messages and content from your brand only. Any questions or feedback from customers will be found in the Posts to Page section on the left-hand side of your Page.

Potential reach is the number of monthly active people on Facebook that match the audience you defined through your audience targeting selections.

Power Editor is a tool designed for larger advertisers who need to create lots of ads at once and have precise control of their campaigns. It allows you to import data from Excel, as well as make managing bulk ads, individual ads, ads sets and multiple campaigns much easier. Power Editor is(...)

This is the amount you’re paying per click (CPC), cost per install (CPI) or cost per 1,000 impressions (CPM).

The default payment method on your account. Any ad you create will be charged to this payment method. If there's a problem with your primary payment method and Facebook is unable to charge it, any backup payment methods you add to your account may be charged.

Your profile is your collection of the photos, stories and experiences that tell your story. Your profile also includes your Timeline. Your Profile is your collection of photos, stories, and experiences that tell your story. It includes your Timeline, profile picture, biography, and personal(...)

The Facebook Profile Expression Kit lets people share videos they make in third-party apps directly into the Facebook profile video flow. It helps people bring their Facebook profiles to life with video content created in your app.

Promoted posts, also known as sponsored stories, are an easy way to get more people to see your posts in News Feed. If you’re a Page admin, you can promote recent posts directly from your Page timeline by going to the bottom of any post that’s been recently created, and clicking on the(...)

The total number of individual people who saw sponsored stories or ads in a specified campaign. This is different from impressions, which includes people seeing them multiple times.

The number of times a registration was completed on your website as a result of your ad.

The total value returned from completed registration conversions on your website as a result of your ad.

Relevance Score is a metric that estimates your ad’s relevance to its target audience in real time. The more relevant an ad is to your audience, the better it’s likely to perform. Ads with high relevance scores will be shown to your target more often than your ads with low relevance(...)

Reports are the documentation of your most important ad metrics that can show you how you're reaching your business goals.

The number of results you received divided by the number of impressions.

The number of actions as a result of your ad. The results you see here are based on your objective.

Save to Facebook is a button that lets people save items or services to a private list on Facebook, share it with friends, and receive relevant notifications. For example, a person can save  items like links, places, movies, TV and music.

A shared login, sometimes called a gray account or business account, is a type of login credentials for Facebook that lets you manage a Page or an advertising account without having a personal Facebook profile. Most people who have shared logins use them exclusively for work, and sometimes(...)

This is the number of social clicks divided by social impressions.

Clicks on ads that were shown with the names of viewers’ friends who liked your Page, RSVPed to your event or used an app.

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

Impressions that were shown with the names of the viewer’s friends who liked your Page, RSVPed to your event or used your app. This is the number of times your ad was viewed and included social information. Social impressions may be different than the number of unique people who viewed your(...)

Social Plugins are tools that other websites can use to provide people with personalized and social experiences. When you interact with social plugins, you share your experiences off Facebook with your friends on Facebook.

People who saw your sponsored stories or ads with social info about people and Pages they’re connected to on Facebook. These connections may have Liked your Page, responded to an event or used your app. If you’re not using sponsored stories or advertising a Page, event or app, you won’t have(...)

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.

The amount spent on your ad set since 12am today. If you set a daily budget for an ad set, you'll see your progress towards that budget here.

Sponsored results provide you with the ability to buy ads in Facebook search results and help bring more awareness and traffic to your app, Page, or place. This feature was discontinued in 2013.

Messages coming from friends about them engaging with your Page, app or event that a business, organization or individual has paid to highlight so that there’s a better chance people see them.

The date a campaign is eligible to start running ads. Campaigns can run continuously or be limited with specific dates.

The status of your campaigns, ad sets, 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 ad sets and ads can run. Each campaign may be running, paused, completed or deleted.

The necessary bid for a specific ad may change over time due to changes in the available pool of ads, as well as the ad's performance. Bidding below the suggested range will make it unlikely for your ad to receive impressions, so it's recommend to bid within or above the suggested range. You(...)

People viewing Pages with locations that they can check into may see the option to suggest edits. This lets people suggest information that might be missing, such as a category, phone number, or address. If multiple people make the same suggestion, this information can be added to your Page to(...)

A tag links a person, Page, or place to something you post, like a status update or photo. For example, you can tag a photo to say who’s in it or post a status update and say who you’re with or where you are.

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. Use the Audience graph to see the difference between how many people you're actually reaching and how many people you could be reaching. Increase(...)

The Ticker is positioned on the right side of your homepage and is updated with your friends’ activities in real-time. You can use it to keep up with the latest news as it happens, listen to music with your friends, or hover over a story to join in the conversation.

Your Timeline is where you can see your posts or posts you've been tagged in displayed by date. Your Timeline is also part of your profile. Your Timeline is where you can see your posts or posts you’ve been tagged in displayed by date. It’s also part of your Profile.

This is a tool that lets you approve or reject posts that you’ve been tagged in before they go on your Timeline. When people you’re not friends with tag you in a post, they automatically go to Timeline review.

Top Stories include the stories published since you last checked News Feed that Facebook’s algorithm thinks you’ll find interesting. These items might be different depending on how long it’s been since you last visited your News Feed.

The total revenue returned from conversions or Facebook credit spends that occurred on your website or app. This is based on the value assigned to the conversion type in your pixel code.

A trademark is a word, slogan, symbol or design (ex: brand name or logo) that identifies and distinguishes the products or services offered by one party from those offered by others.

All completed payments for advertising services are listed as completed transactions in your billing summary. To see a more detailed view of each completed payment you can click the transaction ID found in the transaction column.

Trending shows you a list of topics and hashtags that have recently spiked in popularity on Facebook, Twitter, Snapchat or other social media networks. On Facebook, this is a personalized list based on your location, Pages you’ve liked, and what’s trending across Facebook.

The total number of unique people who have clicked on your ad. For example, if 10 people click on the same ad 5 times, it will count as 50 total clicks and 10 unique clicks.

Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of people you reached. Ex: if you received 10 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would be 1%.

This is the number of unique individuals who have deselected the like button (unlike) for your Facebook Page during a specific date range.

An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create an ad for that post without it appearing on your Page's Timeline.

VAT stands for value added tax. Most businesses in the EU are required to register for value added tax (VAT) and the VAT registration number provides a unique identifier for the collection and remittance of VAT to the appropriate tax authorities.

This $1.01 is a temporary authorization by Facebook to validate your credit card. The charge will be removed from your credit card automatically, typically within 3-5 business days.

Some pages and profiles have been verified by Facebook to let people know that they're authentic. If you see a blue badge on a page or profile, it means that Facebook confirmed that this is the authentic page or profile for this public figure, celebrities, media company or global brands.

Video advertising helps you connect with new customers by telling a compelling story about your business and can be displayed on desktop, mobile and tablet devices.

The number of times your video was viewed for 3 seconds or more. This is the total number of times a video posted by your Page was viewed for three seconds or more.

The number of times your video was viewed to 25% of its length, including views that skipped to this point.

The number of times your video was viewed to 50% of its length, including views that skipped to this point.

The number of times your video was viewed to 75% of its length on Facebook or Instagram, including views that skipped to this point.

The number of times your video was viewed to 95% of its length, including views that skipped to this point.

Viral reach is the number of unique individuals who saw a specific post from your Page through a story published by one of their Facebook friends.

Virtual realities artificially create sensory experiences, which can include sight, touch, hearing, and smell. Facebook recently acquired Oculus Virtual Reality, which will enable you to be immersed in an environment, real or imagined. It simulates a user's physical presence and environment in(...)

The total value of the actions tracked by your Facebook pixel or conversion pixels on your website after people viewed or clicked on your ad.

The total number of actions tracked by your Facebook pixel or conversion pixels on your website after people clicked or viewed your ad.