Facebook Specific Terms 

Sometimes referred to as a Facebook profile, a Timeline is the space on people’s profiles that shows their posts, their friends’ posts, and stories in which they’ve been tagged in chronological order. Posts can be photos, videos, words – any assets that tell a story.

Pages are like personal profiles, except they’re used by businesses and organizations to share their stories and connect with people. Like Timelines, businesses can customize their Pages by posting stories, using pictures, videos, and other media. People who like a Page can get updates in their News Feeds, as can their friends.

A post is a story you share with your audience. You use posts to connect with and engage your audience. Posts can include text, images, and video.

Page Like
One way that people connect with your brand is by “liking” your Page. The “Likes” you accumulate on your Facebook Page will help you build your reputation, keep you connected with the people who support you, and attract new customers.

Reactions allow people many ways to express how they feel about a post in a quick and easy way. Besides Like, people can choose reactions like Love, Haha, Wow, Sad, or Angry.

Facebook Right Column
Facebook Right Column refers to the ad placement option where an ad won’t appear in News Feed, but instead appears in the right-hand column on Facebook. Right Column ads are only available for desktop placement, not mobile.

Verified Page
Some Pages have been verified by Facebook to confirm they’re authentic. If your Page’s category is “Local Businesses” or “Companies and Organizations,” your Page may be eligible for a gray verification badge that looks like this: . Pages belonging to select people, sports, media, entertainment, and government may be eligible for verification if they can prove their authenticity and meet Facebook’s requirements for having a Verified Badge. These verified Pages display a blue badge: . Note that Page verification isn’t available in all areas.

Facebook Lite
Designed for people on slower networks like 2G, Facebook Lite is a lighter version of Facebook for Android app which uses less data. Facebook Lite is most relevant to advertisers that are marketing to people in Asia, Africa, the Middle East, and Latin America where mobile networks are slower.

Facebook API
We offer APIs to help you build applications that use people’s social connections and profile information so your applications and services have greater social context. The Graph API is the main way to get data in and out of our platform. Marketing APIs offer programmatic access to manage your Facebook ad campaigns, Custom Audiences, and reports. Businesses that use the Marketing API are typically: 1) management solutions providers that help advertisers or agencies to manage their Facebook and other digital ad campaigns. These vendors include Facebook Marketing Partners; 2) advertisers who manage their own ad spend with significant advertising scale specifically on the Facebook platform and require a custom solution that leverages their own internal data.

Facebook SDK
Facebook SDK helps you make your app social by allowing people to seamlessly integrate your content with their Facebook profiles. Whether you’re taking advantage of one-click sign-up or letting users post to their Facebook profiles from your app, Facebook SDK lets you connect with people.

Creating A Campaign 

Your brand is the emotional connection that people make with your business. It is based on everything you say and do as a company, and includes the messages you communicate through advertising — the values and beliefs of your company, and the experiences that you offer your customers. A strong brand will set your business apart, and is an invaluable intangible asset.

Your campaign is underpinned by the advertising objective you choose, such as clicks to website, brand awareness, or mobile app installs. When setting up your campaign, you’ll create one or more ad set to help optimize and measure results for each objectives. Within each ad set are the ads themselves. All ads in one ad set share the same daily or lifetime budget, schedule, bid type, bid info, and targeting data.

When you create a Facebook or Instagram campaign, you first choose an objective. Your objective is what you want to achieve with your ads, such as increase website conversions or increase app engagement. The objective you choose will determine the ad format and placement options that are available to you. We currently offer these objectives:

  • Reach people near your business
  • Increase brand awareness
  • Send people to your website
  • Get installs of your app
  • Raise attendance at your event
  • Get video views
  • Collect leads for your business
  • Increase conversions on your website
  • Increase engagement in your app
  • Promote your page
  • Get people to claim your offer
  • Boost your posts


Ad Auction
For each ad impression, our ad auction system selects the best ads to run based on the maximum bids and performance of the ad. All ads on Facebook compete against each other in this process, and those most likely to succeed as determined by our system will win the auction.

Conversion Optimization
A tool for advertisers who want to drive actions on their mobile apps or websites. It allows advertisers to optimize their ad delivery specifically for the outcomes they care about by showing their ads to the people most likely to convert. When you optimize your ad for conversion, you enter a bid that reflects how much each conversion is worth to you. Bidding higher allows Facebook to explore more people who show potential to convert, or you can let Facebook set the bid for you and we’ll try to get you as many conversions as possible based on your budget.

Cost Per Click (CPC)
The average amount you pay for each click on your ad. Average CPC is calculated as the total cost of the ad divided by total clicks.

Cost Per 1000 Impressions (CPM)
Your average CPM is the amount you’re paying on average for every 1,000 impressions of your ad. This is calculated as the total cost of the ad divided by the total number of impressions, divided by 1,000.

This is the number of times your ad was served. On mobile apps, an ad is counted as served the first time it’s viewed. On all other Facebook interfaces, it’s the first time your ad is placed in someone’s News Feed or a Facebook Right Column.

Reach and Frequency
Reach and frequency buying on Facebook and Instagram gives you predictability and control over your ad delivery when reaching audiences of 200,000 or more people. This buy lets you set your campaign’s unique reach on Facebook and Instagram and control how many times your audience will see your campaign.


Behind each ad unit is the creative, including image, video, text, a target audience, and bid. Your ads appear along with the stories that are relevant to your audience so it’s important that your creative is aligned with their interests.

Ad Format
Available ad formats are:

  • Image
  • Video
  • Carousel
  • Slideshow
  • CanvasAd Placement
    Your placement is where you would like to display your ads. For each ad, you can choose multiple placements. We offer these placement options:
  • Mobile News Feed
  • Desktop News Feed
  • Facebook Right Column
  • Instagram
  • Audience NetworkAd Set
    Recall that a campaign contains one or more ad sets. An ad set includes one or more ads, a budget, and a schedule. You can create an ad set for each of your audience segments by making the ads target the same audience within the ad set. This helps control the amount you spend on each audience, decide when each audience will see your ads, and see how well the ads performed with each audience. You can also determine where the ads appear on Facebook within the ad set. In short, you define your targeting, budget, schedule, bidding, and placement at the ad set level.Clicks
    The total number of times someone clicks on your ad. Depending on what you’re promoting, this can include event registrations or app installs.

    Clicks and Actions
    We count actions differently than clicks. Actions explain in greater detail what happened as a result of your Facebook ad within one day of someone seeing it, or 28 days after someone clicks on your ad. The clicks metric counts how many clicks your ad generated.

    Conversions are customer-completed actions, like purchases or redeeming a coupon.

    Video Views
    The total number of times your video was viewed for at least three seconds.

 Creating Targeting Audiences 

Core Audiences
Core Audiences allows you to target people based on their demographics, location, interests, and behaviors. This data is sourced from the information shared by people in their Facebook profiles and the actions they take on our platform.

Custom Audiences
A Custom Audience lets you reach people based on imported contact lists or remarket to people based on the actions they’ve taken on your website or mobile app.

Lookalike Audiences
A lookalike audience is a group of people on Facebook who share traits with your customers. These traits can include location, age, gender, and interests. You can create lookalike audience to target people who are similar to your Custom Audience.

Partner Categories
Partner Categories is a targeting tool that uses data from trusted third-party data partners. This data allows you to target people based on certain attributes, like their income or whether or not they’re a homeowner. You may also be able to target people based on things they do off Facebook, like purchasing a new truck.