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Facebook Ad Abbreviations, Terms and Metrics

Facebook Advertising, the Social Media Marketing Buzzword of the 21st Century! Businesses are all doing it, some are failing and some are winning... (cough cough, we got 31x ROAS for one of our clients this month). If you want to win too, there’s no excuse to not know ALL of the essential Facebook Ad terms.

Facebook Ads are undeniable to the powerhouse of digital advertising, and in the digital age that we live in, to continue to thrive you need to be good at it. As many of you will know when dipping your toe into paid advertising, it feels like there’s an infinite amount of knowledge to confuse, and after working with 100’s of businesses this seems to be the reason why most people quit.

So we have curated the essential FB ad terms, you absolutely need to know, to launch and scale profitable ads.

To learn the complete ins and outs from start to finish, check out our sister company

Abbreviations, Terms and Metrics


Average Order Value. This is where all your money comes from, and refers to the average amount spent per purchase.


Cost of Acquiring a Customer. What is your overall cost to actually get one customer?


A campaign is made up of one or more ad sets and ads, each campaign will have different objectives.


Cost Per Acquisition is the average cost, to get a result from your ad. This result is determined when you set the objective of your ad campaign. CPA is useful for helping you compare the performance of different campaigns with different objectives.

Link Clicks

This refers to the number of times someone has clicked the link on the ad, this will take them to a select destination, for example, a website or online form and can include on or off Facebook-owned properties.


Call To Action is arguable the most important part of your ad, it is the “Title” text in blue at the top of your Ad. The CTA is what encourages your viewer to take the action you choose, this could be ‘Buy Now’ or ‘Find Out More Here’.

Facebook Blueprint

Is the global education and certification program that some agencies and advertising individual use to learn how to achieve results through Facebook, however, we’ve found that Facebook Blueprint to not be the most effective learning tool for this.

Facebook Pixel

An essential piece of code that can be easily added to your website that enables you to track and measure the success of your ad campaigns. It also allows you to optimise and build an audience within Facebook to be used again in future ads.

Page Engagement

This is the total number of actions people have taken on your Facebook Page and your posts, attributed to your ads. This metric allows you to understand how your ads affected the number of people that interacted with your Page so that you can understand how relevant your ads were to your audience.

Amount Spent

This one is pretty self-explanatory, it relates to the amount of money that your business has spent on the campaign, ad set or ad during its schedule. It’s important to keep in mind that this figure is an estimate and that this figure can include amounts that have already been invoiced and some that might not yet.


Dynamic Creative is an optimisation tool that takes multiple ad components (images, videos, titles, descriptions and CTAs) and then automatically generates optimised ad combinations based on these components. They help you to create creative variations for each person viewing your ads.


Unique Ads To Basket metrics counts people not action sand measures the number of people who have added something to their basket from your website, after seeing you ad.

Destination Setting

Each ad that you create, must take your audience somewhere if they click on your ad, this is called the destination of your ad. It’s really important that your ad relates to the landing page that you’re directing your audience to, otherwise your conversion rates will be affected.


Understandably the most important metric to measure the success and effectiveness of your ads. ROAS stands for Return On Ad Spend and relates the money you receive back from spending money on advertising. Very important because it allows you to measure how effective your spending on advertising is.


This stands for Customer Lifetime Value and is the numeric measure of the net profit you will make from a customer during your relationship with them, this is based of a few things, how often a customer makes a purchase within a purchase cycle, how much they spend when they do make a purchase and how long you will have a relationship with that customer.


This is the cost per 1000 interactions, this is how much Facebook is charging you to deliver your ad to 1000 potential customers. This can vary quite dramatically depending on the industry your business is in.

For now, that is all we are going to explain because at the end of the day there are 100s of Facebook Ad terms, metrics and abbreviations that you will need to/ will learn as you learn more about Facebook Ads, and we could be here all day! These are just a few of the essentials to help you get started. They will help you not only get started, scale and measure your paid ads, but you will also now be able to use this knowledge to communicate with consultants and other advertising experts if you’re looking to find a business that will help you run ads on your behalf, check out the Affluent Agency.

If you dream of being a master of Facebook Advertising or running your own Marketing Agency then get in touch with us at the Affluent Academy.

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