It a compilation table for facebook and social media advertisement.
|A/B test||A randomized experiment where you choose a|
variable and select two variations of that variable to
|Account spending limit||Controls your total ad costs by pausing your ads|
when the limit is reached. Your ads will stay paused
until you change this limit.
|Ad auction||Facebook uses an ad auction to determine the|
best ad to show to a person at a given point in
time. The winning ad maximizes value for both
people and businesses.
|Ad level||The third level of a campaign structure where you|
define your creative, or what appears in your ads:
photos, videos, copy, links and more.
|Ad placements||Where your ads will appear.|
|Ads||The media you create for your audience. When you|
create a Facebook ad, you’ll choose its creative
media (images or videos), text, links and
|Ad set level||The second level of a campaign structure where you|
choose your audiences, your ad schedule, where
your ads appear and how much you’ll pay.
|Ads Manager||A tool designed to give you full control of the types|
of ads you run, their format and the audiences they
reach. Additionally, it allows for more granular
settings for scheduling and budgeting. The Ads
Manager interface is connected to your Facebook
|Amount spent||The estimated total you’ve spent on your campaign,|
ad set or ad during its schedule. This number should
always be less than your budget.
|Audience Network||A tool you can use to extend your Facebook and|
Instagram campaigns to thousands of other apps.
Audience Network ads use the same targeting,
auction, delivery and measurement systems as
|Audience size||Indicates whether your audience may be too broad|
or too specific. Ideally, your audience should be
defined, meaning it’s specific enough to reach the
people most likely to be interested in your ad and
not so specific that your audience is difficult to
|Automatic payments||Advertisers will be automatically charged whenever|
they spend a certain amount. If you’re using PayPal,
a credit card or a debit card to purchase ads, this is
usually how you’ll pay.
|Automatic placements (Ads|
|Your ad will run on all the Facebook platforms.|
Facebook will allocate your budget across multiple
platforms. Automatic placements are typically the
most efficient use of a budget because they provide
Facebook with the flexibility to get the best results.
|Awareness||Objectives that generate interest in your business,|
product or service.
|Banner, interstitial and native|
Audience Network ad placement
|Your ads appear in apps in the Audience Network.|
Audience Network supports banner ads, interstitial
ads and native ads.
|Bid||A bid represents what you’re willing to pay to|
achieve your desired result from someone in your
|Bid strategy||Bid strategies are Facebook’s overall approach to|
spending budget and getting results. Your bid
strategy choice tells Facebook how to bid for you
in ad auctions.
|Billing threshold||The amount you need to spend on your ads to be|
automatically charged. You will be charged each
time you hit your billing threshold and again on your
monthly bill date for any leftover charges.
|Budget||The maximum amount you’re willing to spend on a|
campaign on average each day or over the lifetime
of your scheduled ads.
|Call-to-action button (CTA)||A way to get people who see your ad to take an|
action, such as book appointments, contact your
business directly, download an app or buy
|Campaign||A series of ad sets and ads that aim to accomplish a|
single objective, such as generating leads or
increasing the number of app installs.
|Campaign budget optimization||Set one central campaign budget to optimize and|
continuously distribute budget to the top
performing ad sets in real-time.
|Campaign level||The first level of a campaign structure. Here you|
choose an objective for your ad, or what you want
your ad to accomplish.
|Campaign objective||Which results matter to you. The correct objective|
will help Facebook better understand the results
that you want to see and help you get the most out
of your investment.
|Campaign structure||Ads created in Facebook Ads Manager have three|
levels: campaign, ad sets, ads. This is known as the
|Carousel ad||Two or more images and videos, headlines, links or|
calls-to-action in a single ad.
|Collection ad||Collection ads pair an image, video or slideshow|
with product images taken from your catalog to
create a single experience.
|Confidence level||A number that represents how likely it is that|
Facebook would get the same results if you ran the
A/B test again.
|Consideration||Objectives that encourage people to learn more|
about what your business offers.
|Conversion||Objectives that encourage people who are|
interested in your business to purchase or use your
product or service.
|Copy||The text that you include around the image, video or|
other creative asset that you use in your ad. Your
image or video may be what first attracts attention,
but your ad copy can clarify your message and any
actions that you want people to take.
|Core Audience||A created audience specified by location,|
demographics, interests and behaviors. Your ad will
appear to people who match those characteristics.
The default selection in Ads Manager.
|Cost per result||Indicates how cost efficiently you achieved the|
objectives that you set in your ad campaign. It is the
ratio of total amount spent to number of results.
|Custom Audience||Lets you find people on Facebook who are already|
aware of your business. An audience that lets you
show ads to people who may already interact with
your business. Maybe they’ve reacted to your
Facebook Page posts, purchased products on your
website, downloaded your app or visited your shop.
|Custom Conversions||Allow you to segment your event information based|
on values, event types, custom information fields
and other characteristics for more detailed
reporting in Ads Manager. The most common
custom conversion is a URL-based custom
conversion. This means that you can create a
custom conversion that tracks people who visit a
specific page on your website.
|Customer files||Files from your Customer Relationship Management|
(CRM) or Point of Sales (POS) systems, email
address lists or other sources of customer
|Custom events||Actions that fall outside those covered by|
Facebook’s standard events. You can create and
capture custom events by adding them to the
website code, just like standard events. Custom
events can be named anything other than standard
|Daily budget||The average amount that you’re willing to spend on|
an ad set or campaign each day. A daily budget is
the default selection.
|Daily reach estimate||The number of people that Facebook estimates|
you’ll reach in your audience, based on factors such
as your bid and budget. The higher your budget, the
higher your potential reach. Daily reach is different
from potential reach, which estimates how many
people you could reach based on factors such as
audience and placement.
|Daily results estimate||This estimate is based on your campaign objective.|
For example, if your objective is Conversions,
Facebook will estimate the number of conversions
you can achieve based on your campaign
performance and estimated daily reach. You’ll also
see conversions listed below reach.
|Delivery||The current status of your campaign, ad set or ad|
delivery, depending on the tab you’ve selected.
|Edit placements (Ads Manager)||Choose where your ad will appear on Facebook,|
Instagram, Messenger or WhatsApp, or any
|Ends||The date that your campaign is scheduled to stop|
running. For example, if you set an end date when
you scheduled your ad set, this column would
display that date. If you did not choose an end date,
this column would say Ongoing.
|Errors||A summary of errors, if any, that you can fix.|
|Events received||The total number of events your pixel received.|
|Facebook Page||A business’s digital presence on Facebook. A Page|
has tools to help you grow your business, connect
with customers and see how people interact with it.
|Facebook engagement||Reach people who have interacted with your Page,|
videos, lead ads and fullscreen experiences on
|Facebook News Feed ad|
|Your ads appear in the desktop News Feed or the|
mobile News Feed.
|Facebook Right Column ad|
|Your ads appear in the right column across|
Facebook. Right column ads only appear to people
browsing Facebook on their computer.
|Hashing||Information that you share with Facebook that is|
turned into short fingerprints that are impossible to
reverse. When you share your customer list, it’s
hashed locally in your browser before it’s uploaded
to Facebook. In addition to information that you
provide, Facebook can also hash pixel, SDK, CRM or
transaction activity to match against a potential
audience in their system.
|Impressions||The number of times your ads were on screen.|
|Instagram business account||Allows you to better connect with customers. With a|
business account, you can add contact information,
promote your products or services, gain insights
into how people interact with your photos and
videos and create ads for the Instagram community.
Instagram business accounts are always public.
|Instagram Feed ad placement||Your ads appear in the desktop feed and the mobile|
|Instagram Stories ad placement||Your ads appear to people browsing stories on|
|Instant Articles Facebook ad|
|Your ads appear in Instant Articles within the|
Facebook mobile app and Messenger.
|Instant Experience||A fullscreen landing page that’s designed in Ads|
Manager to showcase products or highlight a brand
Audience Network ad placement
|Your ads appear as short videos that run before,|
during or after video content (pre-roll, mid-roll,
post-roll) in a video player on a website.
|In-stream video Facebook ad|
|Your ads appear as short videos in both Facebook|
Live video and Video on Demand on Facebook.
|Landing pages||The web pages that people are redirected to when|
they click on your ad. Any landing page must clearly
represent the company, product, service or brand
that’s being advertised.
|Lifetime budget||A specified amount that you’re willing to spend over|
the entire runtime of your ad set or campaign. You
won’t be charged more than your lifetime budget for
your ad set’s results.
|Lookalike Audience||New people who are likely to be interested in your|
business because they’re similar to your best
existing customers. Facebook will identify the
common qualities of your existing customers
(demographic information or interests) and find
similar people. You can use multiple Lookalike
Audiences at the same time for a single ad set.
|Lowest cost||Facebook’s most flexible bid strategy type that|
offers the most scale. This strategy will always bid
the amount to minimize your cost per result while
maintaining your budget. This allows Facebook to
get the most results for your budget, even as costs
may rise through the duration of the campaign.
|Manual payments||You’ll add money to your account before your ads|
run, then money will be deducted from that amount
up to once a day as your ads run. With manual
payments, you won’t have a billing threshold.
|Marketplace Facebook ad|
|Your ads appear on the Marketplace home page or|
when someone browses Marketplace in the
Facebook app on their phone.
|Messenger Inbox ad placement||Your ads appear in the Home tab of Messenger|
|Messenger Stories ad placement||Your ads appear in people’s stories in Messenger.|
|Mobile app activity||Use Facebook ads to engage with people based on|
their interactions with your apps.
|Name||The name you gave your campaign, ad set or ad.|
|Organic reach/content||A free way for your business to connect with people,|
such as through a Facebook post your followers see
and like. You create a post and it spreads naturally
(or organically) from people who engage with your
content to their friends and so on, without you
paying for it.
|Paid reach/content||Advertising on Facebook to expand your audience|
and help grow your business beyond those who
have liked or followed your Page. With any sort of
budget, you may turn organic content into paid
content through boosted posts or other types of
|Pixel||A few lines of code from Facebook that you copy|
into the header section of your website. This code
allows the pixel to receive information about the
actions taken on your site to make your Facebook
ads more relevant to your audience. You can use a
pixel to capture specific events or actions that
happen on your website as a result of Facebook ads
or organic reach.
|Placement (Ads Manager)||Where your ads will appear.|
|Potential reach||An estimate of how many people are in an ad set’s|
audience. This estimate updates as you make
selections for your ad set. This information can help
you understand how your audience and placement
choices may affect the number of people you could
|Reach||An estimate of the number of people who saw your|
ads at least once.
|Results||The number of times that your ad achieved an|
outcome, based on the objective and settings that
Audience Network ad placement
|Your ads appear as videos that people can watch in|
exchange for a reward in an app (such as in-app
currency or items).
|Single image ad||A stand-alone image that appears on your ad. Use|
single images to offer a clean, simple format that
features engaging imagery and text surrounding the
|Slideshow ad||Animated ads that play like a video. You can use|
3-10 images, videos, text and sound in your
slideshow. You can add music, change how long
images stay on the screen or even add a fade effect
|Source audience||A Custom Audience created with your pixel|
information, your mobile app information or fans of
your Facebook Page.
|Sponsored messages ad|
|Your ads appear as messages delivered directly to|
people who have existing conversations with you in
|Standard events||Actions that Facebook recognizes and supports|
across ad products, such as: complete registration,
search and add to wishlist. You can use events to
capture conversions, optimize for conversions and
build audiences if you add the appropriate code to
|Stock images||Facebook offers free high-quality images that you|
can use when you create your ads if you don’t have
images or videos of your own.
|Stories||Fullscreen mobile photos and videos that you can|
create and share as they happen. The photos and
videos you add will be visible for 24 hours, so they
often spark spontaneous and quick conversations.
|Stories Facebook ad placement||Your ads appear to people browsing stories on|
Facebook and Instagram.
|Toggle||The switch that turns your campaign, ad set or ad|
on or off.
|Video ad||A way to show off your product, service or business|
through moving visuals and sound.
|Website activity||Reach existing customers and other people who|
have shown an interest in your business by visiting
|Winning ad set||The ad set that performed the best in an A/B test.|
Facebook determines the winning ad set by
comparing the cost per result of each ad set or ad
based on your campaign objective. Based on the
information from your test, Facebook simulates the
performance of each variable tens of thousands of
times to determine how often the winning outcome
would have won.