Facebook Ad Glossary

Facebook ads- Let’s start with the basics! Here is a list of keywords Facebook has put together to help you navigate posting and monitoring your ads.

Campaign: The title you’ve given your ad campaign.

Status: Your campaign can be “active” (running), “paused” (temporarily stopped but able to be restarted), or “deleted” (permanently stopped).

Budget: The amount you’ve indicated you’re willing to spend on that campaign per day. You’ll never be charged more than this amount.

Impr.: Impressions, or the number of times the ads in this campaign have been shown to users on the site.

Social %: The percentage of impressions where the ad was shown with a “social story” about one or more friends who were associated with the content you’re advertising (e.g. Jane Smith likes this Page).

Clicks: The number of times users have clicked on the ads in this campaign.

CTR (%): The click-through rate for your campaign. This is calculated as the number of clicks received divided by the number of impressions.

Avg. CPC: The average cost per click for this campaign. This is calculated as the amount spent divided by the the number of clicks received.

Spent: The total charges accrued by this campaign.


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