DICTIONARY · CATEGORY 10 OF 15
Meta Ads
The specific vocabulary of Facebook and Instagram advertising, from campaign structure to the pixel.
36 terms
Paid advertising across Meta's advertising ecosystem.
Advertising delivered through Facebook and associated Meta placements.
Paid advertisements delivered on Instagram.
The platform used to create, manage and analyse Meta advertising campaigns.
Meta's business-management structure for assets, accounts and permissions.
The account used to manage billing, campaigns and advertising activity.
The top-level structure defining the objective of a Meta advertising initiative.
The campaign level where audiences, placements, budget and scheduling are configured.
The actual creative users see.
The outcome a Meta campaign is optimised to achieve.
Meta's suite of AI-assisted advertising and campaign optimisation features.
Automated Meta advertising designed around ecommerce sales.
Meta's AI-assisted audience expansion and targeting approach.
Automated selection of eligible Meta ad placements.
A piece of code used to measure website activity and advertising results.
A server-side connection for sending conversion events to Meta.
A predefined Meta event representing a common user action.
An advertiser-defined event used to measure a specific action.
A conversion definition based on specified events or rules.
An audience created from customer or behavioural data.
An audience modelled on characteristics of an existing audience.
A reusable audience defined by targeting criteria.
Advertising to people who previously interacted with your business.
An audience built from people who interacted with Meta content or assets.
An audience created from people who visited or acted on a website.
Meta ads designed to collect lead information within the platform.
A Meta-native form used to collect lead information.
Ads designed to start conversations through messaging platforms.
The image, video, copy, and other elements comprising an advertisement.
Falling performance caused by audiences becoming overexposed to an ad.
The location within Meta's ecosystem where an ad appears.
The period and rules used to attribute conversions to advertising interactions.
The period in which Meta's delivery system gathers data to optimise a new or changed ad set.
The process by which Meta distributes ads to eligible users.
How closely an advertisement aligns with the audience and experience.
Advertising spend divided by the desired result.
Every term in this category has a full page: what it means in plain English, what to know, why it matters, common mistakes and FAQs.