A

Account ID

The ID number of your advert account, which groups your advertising activity. Your advert account includes your campaigns, adverts and billing.

Account Spending Limit

An account spending limit is an overall limit on how much your ad account can spend, which can be adjusted at any time. If you set an account spending limit, delivery of your ads will stop when that limit is reached to help ensure that you don’t pay more for ads than you want to.

Actions

The total number of actions people took that are attributed to your adverts. Actions may include clicks, conversions, comments shares, claiming offers, viewing photos and videos.

Ad Account

Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.

Advert ID

The unique ID of the advert that you’re viewing in reporting.

Audience

An audience is a group of people who can potentially see your Facebook ads. When choosing a target audience for your ad set, you can either create a new audience or use a saved audience.

Audience Network

This is a network of mobile app publishers who’ve been approved by Facebook to show ads in their apps.

B

Bid

The target maximum amount that you’ll pay per result for your advert set. This may appear as Auto if you’ve selected auto-bidding.

Billing Threshold

A billing threshold allows you to set when Facebook sends you a bill for your ads based on how much you spend.

Budget

The maximum amount that you’re willing to spend on your adverts, on average each day or over the lifetime of your scheduled adverts.

Button clicks 

The number of times people clicked on the call-to-action button on your advert.

C

Campaign ID

The unique ID number of the advertising campaign that you’re viewing in reporting. Your campaign contains advert sets and adverts.

Campaign Spending Limit

A campaign spending limit allows you to set a maximum amount of money to be spent on a campaign. Your campaign stops running when it reaches your campaign spending limit.

Clicks (all)

The number of clicks on your adverts.

The metric counts multiple types of clicks on your ad, including certain types of interactions with the ad container, links to other destinations, and links to expanded ad experiences. It includes:

• Link clicks
• Clicks to the associated business Page profile or profile picture
• Post reactions (such as likes or loves)
• Comments or shares
• Clicks to expand media (such as photos) to full screen
• Clicks to take actions identified as your campaign objective (such as liking your Page for a Page engagement campaign)

Conversions

Conversions are customer-completed actions, like purchases or adding to a cart on a website.

Cost per 1,000 people reached

The average cost to reach 1,000 people.

On Facebook, reach can be a more insightful metric than impressions, because it gives you a measure of how many people were exposed to your message and how efficiently you reached them.

CPC (all)

The average cost for each click (all).
The metric is calculated as the total amount spent divided by clicks (all).

CPC (cost per link click)

The average cost for each link click.
CPC shows how much, on average, each link click costs you.

CPM (cost per 1,000 impressions)

The average cost for 1,000 impressions.
CPM is a common metric used by the online advertising industry to gauge the cost-effectiveness of an ad campaign.

CTR (all)

The percentage of times that people saw your advert and performed a click (all).
The metric is calculated as clicks (all) divided by impressions.

D

Daily Budget

The daily budget is the average amount you indicated you are willing to spend on a specific ad set per day. Each ad set will have its own separate budget, so keep this in mind if you have more than one active ad set in your account.

Delivery

The current status of your campaign, advert set or advert delivery.

F

Frequency

The average number of times each person saw your advert.
Frequency helps to build awareness and recall by showing your message to people in your target audience multiple times.

I

Impressions

The number of times your adverts were viewed
Impressions measure how widely and often your ads were seen among your target audience.

L

Lead Generation

Lead generation is the process of building interest in a business’s products or services.

Lifetime Budget

A lifetime budget lets you set an amount to spend over the lifetime of an ad set.

Link clicks

The number of clicks on advert links to selected destinations or experiences on or off Facebook-owned properties.
Link clicks are one way to measure the interest that your ad generates among your audience.

Lookalike Audiences 

Lookalike audiences are created by Facebook to help advertisers reach people who are similar to (or “look like”) an audience that the advertiser cares about.

O

Objective

The objective that you selected for your campaign. Your objective reflects what you want to achieve with your advertising.

Offer claims

The number of times that people clicked on an offer in your adverts.

Organic Leads

Organic leads occur when someone sees a lead ad, tags their friend in it, and their friend submits a lead.

Outbound Clicks

The number of clicks on links that take people off Facebook-owned properties.

P

Page engagement

The total number of actions that people took on your Facebook Page and its posts, attributed to your adverts.
This metric allows you to see how people interacted with your Page and posts because of your ads, indicating how relevant your ads were to your audience.

Page likes

The number of likes of your Facebook Page attributed to your adverts.
When people like your Facebook Page, they can follow your Page posts to stay informed about your business. You can also use geographic and demographic insights about people who like your Page to make marketing decisions.

Page mentions

The number of mentions of your Page that are attributed to your adverts.

Page tab views

The number of views of tabs on your Facebook Page that are attributed to your adverts. Page tab views measures how many times people clicked on these tabs to view additional content and apps within your Facebook Page.

Placement

A placement is the location where your ad is shown. Ads may show in Facebook’s mobile News Feed, desktop News Feed and right column. Ads may also show on Instagram, Audience Network, Instant Articles and Messenger.

Positive feedback

An estimated score based on the number of times that people are expected to interact with your advert (for example, reacting to a post or clicking a link) and help you achieve your objective. The higher your advert’s positive feedback level, the better people are expected to respond to it.

Post comments

The number of comments on your adverts.
The post comments metric counts all comments that people made on your ads while they were running.

Post engagement

The total number of actions that people take involving your adverts.
Post engagement indicates that your ads are relevant to your target audience, which helps your ads perform better.

Post Likes

The total number of actions that people take involving your adverts.
Post engagement indicates that your ads are relevant to your target audience, which helps your ads perform better.

Post shares

The number of shares of your adverts. People can share your adverts or posts on their own or friends’ Timelines, in groups and on their own Pages.
The metric counts shares of your ads while they were running. It may also include Instagram shares sent to people’s inboxes.

Potential Reach

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

Price

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

R

Reach

The number of people who saw your adverts at least once.
Reach gives you a measure of how many people were exposed to your message during an ad campaign.

Relevance score

A rating from 1 to 10 that estimates how well your target audience is responding to your advert.
Your relevance score estimates how well your ad is resonating with the people you want to reach. The higher your ad’s relevance score, the better it’s considered to be performing.

S

Social clicks (all)

The number of clicks (all) when your advert was displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or advert.
This metric counts clicks (all) that happened when ads were shown with social information.

Social impressions

The number of times your adverts were viewed when displayed with social information, which shows Facebook friends who engaged with your Facebook Page or advert.

Social reach

The number of people who saw your advert when this was displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or advert.
Social information shows when people’s friends have engaged with or responded to your business content.

Source Audience

A source audience is the audience a Lookalike Audience is based on.

Suggested Bid

If you choose to use manual bidding for your ad set, we provide a suggested bid to help you set your bid.
A suggested bid is one we think will allow your ad set to reach a significant portion of your target audience and get you the results you want.

T

Targeted Audience

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.

Targeting

This is the process of defining an audience for your ads.

Ten-second video views

The number of times your video was watched for an aggregate of at least ten seconds, or for nearly its total length, whichever occurred first.The number of times your video was watched for an aggregate of at least ten seconds, or for nearly its total length, whichever occurred first.

Three-second video views

The number of times your video was watched for an aggregate of at least three seconds, or for nearly its total length, whichever occurs first.

Total conversion value

The total value of all conversions attributed to your adverts.

Transactions

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.

W

Website leads

The number of lead events tracked by the pixel on your website and attributed to your adverts.

Website purchases

The number of purchase events tracked by the pixel on your website and attributed to your adverts.

Website registrations completed

The number of complete registration events tracked by the pixel on your website and attributed to your adverts.