Meta Ads glossary

The choice that determines the main outcome a campaign is optimized to produce.

Objectives like Awareness, Traffic, Engagement, Leads, App promotion, and Sales are interpreted with different metrics.

The top level in the Meta Ads structure where the main objective and strategy are set.

Used to manage different goals like awareness, traffic, leads, or sales without mixing them.

The level where audience, placements, budget, schedule, and optimization settings are managed.

Read to understand who the campaign will be delivered to, where, and based on which signal.

A measurement code that connects user actions on a website with Meta's ad system.

Carries events like leads, purchases, add-to-cart, or page views as reporting and optimization signals.

Cost by action type.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

A breakdown of post-ad actions by action_type.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of link clicks to impressions.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Clicks on the link within the ad.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Link click action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Cost per link click.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Cost per thousand impressions.

Calculation: spend / impressions * 1000.

Cost per thousand people reached.

Calculation: spend / reach * 1000.

The ratio of outbound link clicks to impressions.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Clicks going to destinations outside Meta.

Calculation: action array.

Cost per outbound link click.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Cost per conversion.

Calculation: spend / conversions.

Values from conversion events.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Expected conversion rate compared to similar ads.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Total/breakdown of conversion action types.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Number of unique people who saw the ad at least once.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Expected engagement rate compared to similar ads.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Average number of impressions per person.

Calculation: impressions / reach.

All post engagements.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Number of times the ad was displayed on screen.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Total amount spent during the selected period.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Product/content view action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Quality ranking relative to other ads competing for the same audience.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Complete registration form action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Landing page view action, once the page has loaded.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Lead form or lead event conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Average watch time.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Initiate checkout action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Purchase action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of purchase value to spend.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Add-to-cart action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Cost per click.

Calculation: spend / clicks.

The ratio of unique clickers to reach.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Number of unique people who clicked the ad.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Video views according to the ThruPlay standard.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Cost per ThruPlay.

Calculation: spend / thruplays.

All click types on the ad.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of clicks to impressions.

Calculation: clicks / impressions.

The full video watched.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

25% of the video watched.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

50% of the video watched.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

75% of the video watched.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The action_type value for a video view.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Video play actions.

Calculation: action array.

The ratio of website purchase value to spend.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

At least 2 seconds of continuous video viewing.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Subscribe action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The monetary value of valuable actions like purchase.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

In-app custom event action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

In-site/app search action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Start date of the report row.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Application form submission action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

End date of the report row.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

A structure that sends web events to Meta's system via server-side signals.

When used alongside the pixel, it can help reduce measurement loss; deduplication and privacy controls need attention.

Start trial action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Number of products associated with a purchase/conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Value of products associated with a purchase/conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Photo view action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Reach according to the full-view standard.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Impressions according to the full-view standard.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Like/reaction actions.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Estimated cost per ad recaller.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The structure that defines the group of users an ad is shown to, or that the system learns from.

Considered together with interest targeting, custom audiences, lookalike audiences, or broad targeting decisions.

Ad account name.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Ad account ID.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Clicks to open Instant Experience.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Clicks that started the Instant Experience.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Clicks from within Instant Experience to an outbound destination.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Average view time for Canvas/Instant Experience.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Average percentage of Canvas/Instant Experience content viewed.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Contact action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

First reply in messaging action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Add-to-wishlist action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Campaign name.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Campaign optimization/objective information.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Campaign ID.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Value from a catalog segment.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Omni purchase ROAS for a catalog segment.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Save post action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Find store/location action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Subscribe to messaging channel action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Start messaging conversation action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Lead form conversions within Meta.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of mobile app purchase value to spend.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Mobile app install action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

A measurable action a user takes on a website.

Events like PageView, Lead, AddToCart, or Purchase should be chosen to match the campaign objective.

Total website/app/offline purchase action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The goal that affects which behavior the system delivers toward within an ad set.

Behaviors like link clicks, landing page views, leads, or purchases can produce different result quality.

Ad set optimization goal.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Add payment info action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The learning period during which the system tries to understand the best delivery for an ad set.

Making frequent, large changes during this period can disrupt the stability of results.

A custom conversion action defined by a specific event, URL, or rule.

Can be practical when standard events aren't enough; too many custom conversions can complicate reporting.

Post share action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Website pixel initiate_checkout event conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Website pixel view_content event conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Website pixel lead event conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Website pixel purchase event conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Website pixel add_to_cart event conversion.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Schedule/booking action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The visual, video, text, headline, link, and call-to-action the user sees.

Since it can strongly affect creative performance on Meta, the ad level is tracked separately.

Ad name.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Ad ID.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Ad set name.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Ad set ID.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Purchase type, such as auction or reservation.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Page like action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Interactions associated with the page.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Spend for ads shown with social context.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

An action tracked using event names predefined by Meta.

Helps measure the same actions consistently across different campaigns using standard names.

The ratio of estimated ad recallers to reach.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Estimated number of people who will recall the ad within two days.

Calculation: estimated.

Cost by unique action type.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Unique people who took the action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of unique link clickers to reach.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Number of unique people who clicked the link.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Cost per unique link click.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of unique outbound link clickers to reach.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Number of unique people who clicked an outbound link.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

95% of the video watched.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

View distribution across the video.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

The ratio of website-directed clicks to impressions.

Calculation: action array.

The location where an ad can appear across Facebook, Instagram, Messenger, or other eligible surfaces.

Placements like Feed, Stories, and Reels may require different creative formats and produce different user behavior.

Get directions action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.

Comment action.

Should be read together with the goal, scope, and data volume when comparing across periods and campaigns.