Definitions
Plain-English meanings of every Meta ads term.
Basics
Ad Library APIWhat is the Meta Ad Library API?Ads ManagerWhat is Meta Ads Manager?App promotion adsWhat are app promotion ads on Meta?Awareness objectiveWhat is the awareness objective in Meta ads?Boosted post vs adWhat is the difference between Facebook ads and boosted posts?Campaign structureWhat is the difference between a campaign, ad set and ad?Commerce ManagerWhat is Commerce Manager in Meta ads?Facebook ads billingHow does Facebook ads billing work?Facebook ads costHow much do Facebook ads cost?Facebook PageWhy do you need a Facebook Page to run ads?Lead adsWhat are lead ads on Facebook and Instagram?Leads CenterWhat is Leads Center in Meta Business Suite?Marketing APIWhat is the Meta Marketing API?Marketing API Access TierWhat are Marketing API access tiers?Meta Ads Manager appWhat is the Meta Ads Manager app?Meta ads MCPWhat is the Meta ads MCP server?Meta Advantage+What is Meta Advantage+?SMS verification (lead forms)What is SMS verification on Facebook lead forms?Taxes on Meta adsHow do taxes on Meta ads work?
Metrics & reporting
2-second continuous video playsWhat is a 2-second continuous video play?3-second video playsWhat are 3-second video plays in Meta ads?Account overviewWhat is account overview in Meta Ads Manager?Ad recall liftWhat is ad recall lift in Meta ads?Ad relevance diagnosticsWhat are ad relevance diagnostics in Meta ads?Ads Manager columnsWhat are columns in Meta Ads Manager?Auction competition changeWhat does auction competition mean in Ads Manager?Break-even ROASWhat is break-even ROAS and how do you calculate it?BreakdownsWhat are breakdowns in Meta Ads Manager?Confidence percentageHow does Meta decide an A/B test result is significant?Cost per messaging conversation startedWhat is cost per messaging conversation started?Cost per resultWhat is cost per result in Meta ads?Cost per ThruPlayWhat is cost per ThruPlay in Meta ads?CPCWhat is CPC in Facebook ads?CPMWhat is CPM in Facebook ads?CTRWhat is CTR in Facebook ads?FrequencyWhat is frequency in Facebook ads?Incremental attributionWhat is incremental attribution in Meta ads?Landing page viewsWhat are landing page views in Meta ads?Link clicks vs clicks (all)What is the difference between link clicks and all clicks?Marketing mix modelingWhat is marketing mix modeling for Meta ads?Modeled conversionsWhat are modeled conversions in Meta ads?New messaging contactsWhat is the difference between new messaging contacts and conversations started?Outbound clicksWhat are outbound clicks in Meta ads?Post engagementWhat does post engagement mean in Meta ads?Qualified leadsWhat are qualified leads in Meta Ads Manager?Reach vs impressionsWhat is the difference between reach and impressions?Reporting delayWhy is Ads Manager data delayed?ROASWhat is ROAS in Facebook ads?ThruPlayWhat is a ThruPlay in Meta ads?Video average play timeWhat is video average play time in Meta ads?Video plays at 25%, 50%, 75%, 95%, 100%What do video plays at 25%, 50%, 75%, 95% and 100% mean?
Delivery & auction
Ad qualityHow does Meta judge ad quality?Ads you seeHow does Facebook decide which ads to show me?Attribution settingWhat is the attribution setting in Meta ads?Auction overlapWhat is auction overlap in Facebook ads?Bid strategyWhat bid strategies can you use in Meta ads?Campaign objectiveWhat are the six Meta ad campaign objectives?Conversion leadsWhat is conversion leads optimization in Meta lead ads?Delivery statusWhat do the delivery statuses in Ads Manager mean?Estimated action rateWhat is estimated action rate in Meta ads?Learning limitedWhat does learning limited mean in Facebook ads?Learning phaseWhat is the learning phase in Facebook ads?Opportunity scoreWhat is opportunity score in Meta Ads Manager?Performance goalWhat is a performance goal in Meta ads?Significant editWhat counts as a significant edit in Facebook ads?Why this adWhat does Why am I seeing this ad show?
Budgets & campaigns
Account spending limitWhat is an ad account spending limit on Meta?Advantage+ campaign budgetWhat is Advantage+ campaign budget in Meta ads?Advantage+ placementsWhat are Advantage+ placements in Meta ads?Advantage+ sales campaignsWhat are Advantage+ sales campaigns on Meta?Brand Safety and Suitability CenterWhat is the Meta Brand Safety and Suitability Center?Campaign spending limitWhat is a campaign spending limit in Meta ads?Conversion liftWhat is a conversion lift study on Meta?Daily vs lifetime budgetWhat is the difference between a daily and lifetime budget?Inventory filterWhat is the inventory filter in Meta ads?Minimum budgetWhat is the minimum budget for Facebook ads?Reach and frequencyWhat is reach and frequency buying on Meta?Shops adsWhat are shops ads on Meta?
Audiences
Advantage+ audienceWhat is Advantage+ audience in Meta ads?Advantage+ detailed targetingWhat is Advantage+ detailed targeting on Meta?Broad targetingWhat is broad targeting in Facebook ads?Catalog ads audience choiceShould catalog ads retarget shoppers or target a broad audience?Custom audienceWhat is a custom audience in Meta ads?Lookalike audienceWhat is a lookalike audience on Facebook?Saved audienceWhat is a saved audience in Meta Ads Manager?Special ad categoriesWhat are special ad categories in Meta ads?Website custom audienceWhat is a website custom audience on Meta?
Creative & formats
Advantage+ catalog adsWhat are Advantage+ catalog ads?Advantage+ creativeWhat are Advantage+ creative enhancements?Call-to-action buttonWhat is a call-to-action button in Meta ads?Carousel adWhat is a carousel ad?Collection adWhat is a collection ad?Creative fatigueWhat is creative fatigue in Facebook ads?Dynamic creativeWhat is dynamic creative in Meta Ads Manager?Facebook in-stream reels adsWhat are Facebook in-stream ads for reels?Flexible ad formatWhat is the flexible ad format in Meta Ads Manager?Instant experienceWhat is an instant experience ad on Meta?Meta generative AI ad toolsWhat generative AI tools does Meta offer for ad creative?Partnership adsWhat are partnership ads on Meta?Product setWhat is a product set in Meta catalog ads?Replace vs update feedWhat's the difference between replace and update feed uploads?Supplementary feedWhat is a supplementary feed in a Meta catalog?Video adsWhat are video ads on Facebook?
Instagram & beyond
Audience Network adsWhat are Meta Audience Network ads?Audience Network impression countingHow does Audience Network count impressions?Click-to-message adsWhat are click-to-message ads?Facebook Marketplace adsWhat are Facebook Marketplace ads?Instagram adsHow do Instagram ads work?Instagram boost vs Ads ManagerShould I boost on Instagram or use Ads Manager?Instagram Explore adsWhat are Instagram Explore ads?Instagram Reels adsWhat are Instagram Reels ads?Instagram shopping adsWhat are Instagram shopping ads?Instagram Stories adsWhat are Instagram Story ads?Messenger adsWhat are Messenger ads?Multiple message destinationsWhat are ads that click to multiple message destinations?Sound CollectionWhat is Sound Collection for Reels ads?Threads adsWhat are Threads ads?WhatsApp adsWhat are WhatsApp ads?
Tracking & measurement
Aggregated Event MeasurementWhat is Meta's Aggregated Event Measurement?B2B pixel eventsWhich Meta Pixel events should B2B advertisers send?Brand lift testWhat is a Meta brand lift test?Conversions APIWhat is the Meta Conversions API?Custom conversionWhat is a custom conversion in Meta ads?DatasetWhat is a dataset in Meta Events Manager?Event Match QualityWhat is Event Match Quality in Meta ads?Events ManagerWhat is Meta Events Manager?Events Manager diagnosticsWhat are Events Manager diagnostics?Meta PixelWhat is the Meta Pixel?Meta Pixel HelperWhat is Meta Pixel Helper, and what replaced it?Value optimizationWhat is value optimization in Meta ads?
Accounts & billing
Ad account rolesWhat are the ad account roles in Meta Ads Manager?Ad limits per PageWhat are the ad limits per Facebook Page?Advertiser verificationWhat is advertiser verification for ads transparency?Billing thresholdWhat is a billing threshold in Facebook ads?Business Partners programWhat is the Meta Business Partners program?Business portfolioWhat is a Meta business portfolio?Business Support HomeWhat is Meta Business Support Home?Business verificationWhat is Meta business verification?Campaign and ad limits per accountWhat are the campaign and ad limits per ad account?Currency and time zoneWhat are ad account currency and time zone settings on Meta?Meta Business SuiteWhat is Meta Business Suite?Meta Verified for businessWhat is Meta Verified for business?On-behalf-of advertisingWhat does advertising on behalf of another business mean?System userWhat is a system user in a Meta business portfolio?