5. Audience
Your audience is comprised of all the possible Facebook users that could see your ads. You can create saved audiences, custom audiences, or lookalike audiences.
6. Audience Network
The audience network includes all of the mobile apps and web publishers that are included in Facebook’s audience targeting options.
7. Auto-Refresh Impressions
The ads that appear in the right-hand column of Facebook’s desktop version will automatically refresh periodically or when the page is manually refreshed. The auto-refresh impressions count up the number of impressions received from this ad placement, which can only occur when a user is actively using Facebook.
8. Bid Strategy
There is an auction that occurs every time an ad can appear on a user’s screen. Your bid strategy determines how you are positioned within that auction, which affects your ad delivery. The options for Facebook bidding strategies are lowest cost (auto bid), cost cap, bid cap, value optimization with a minimum return on ad spend (ROAS), and highest value.
9. Budget
Your budget is the amount of money you’re willing to spend on your ads. It is set at either the campaign or ad set level and can be scheduled by day or over the full lifetime of your ads.
10. Buying Type
The buying types available for Facebook ads are dynamic auction bidding, fixed-price bidding, or reach and frequency buying. Unlike your budget, the buying type can only be set at the campaign level.
11. Campaign ID
The campaign ID is useful for when you pull a report on your Facebook ads. It identifies each campaign with a unique ID number so you can accurately track and optimize your campaigns.
12. Campaign Spending Limit
You can set a campaign spending limit that will tell Facebook to halt ad delivery once the specified limit has been reached.
13. Click-Through Rate (CTR)
Click-through rate is the number of people who clicked on your ad divided by the number of people who saw your ad, multiplied by 100 to turn it into a percentage. The higher the click-through rate, the better your ad is engaging with your audience and enticing them to click.
14. Conversion Rate Ranking
Conversion rate ranking compares your ad’s expected conversion rate to the conversion rates of other advertisers who are targeting the same audience.
15. Conversion Value
Conversion value can be automatically imported, such as from your eCommerce platform, or can be manually added, such as the value of a booked meeting. Identifying your conversion values will help you optimize your campaigns to drive the conversions that matter most to your business.
16. Cost Per X-Second Continuous View
This ad spend KPI determines the average price for each X-second continuous view that your video ad receives. It is available in 2-second, 3-second, and 10-second video views.
17. Cost Per Pixel Event
These metrics calculate the average cost of an action that has been captured by your Pixel code. These can include cost per add to cart, checkouts initiated, content view, registration completed, and more.
18. Cost Per Click (CPC)
Cost per click is the average cost for each link click. It is calculated by dividing the total ad spend by the number of link clicks then multiplying by 100 to turn it into a percentage.
19. Cost Per Result
The cost per result is the total cost divided by the number of results, multiplied by 100 to turn it into a percentage. The “result” is a general term used to gather multiple different outcomes into a singular data point. For example, you could calculate a cost per result that takes into account link clicks, video views, and sign-ups.
20. Cost Per Thousand Impressions (CPM)
Cost per thousand impressions, or CPM for short, is the average cost that you’ve paid to gain 1,000 impressions. Along with CPC, CPM is one of the most widely tracked ad spend metrics to determine bidding efficiency.
21. Cost Per Thousand People Reached
Cost per thousand people reached sounds similar to CPM, but it’s different in that impressions can include multiple views by the same person while reach removes those duplicate views and shows only the number of unique people who had the opportunity to see your ad.
22. Cost Per Thruplay
This is the average cost per video play that was at least 15 seconds or played from start to finish.
23. Cost Per Unique Click
Cost per unique link click counts the number of different people who click your link. CPC, on the other hand, can include multiple clicks from the same person.
24. Custom Audiences
Custom audiences are made from lists such as the people who have visited a specific page on your website or an imported customer list.
25. Custom Events
Custom events can be created by your developers to account for conversions that aren’t included in Facebook’s standard events.
26. Engagement Custom Audiences
Engagement custom audiences are made up of users who have engaged with your page or ads within a specified time frame.
27. Engagement Rate Ranking
Engagement rate ranking compares your ad’s expected performance in terms of clicks, likes, comments, and shares to that of other advertisers targeting the same audience.
28. Event Responses
Event responses include people who have marked themselves as Interested or Going to your Facebook event as a result of seeing your ad.
29. Frequency
Frequency is defined as being the average number of times a user sees your ad. It is calculated by dividing your ad’s impressions by its reach.
30. Follower
A follower is someone who has liked your page and will see your updates in their News Feed.
31. Geotag
A geotag attaches the location or coordinates to a post. On Facebook, you can also set up a location for users to “Check-In” at.
32. Gross Impressions
Gross impressions will tell you the total number of times your ads were shown on-screen without removing invalid occurrences, such as non-human traffic or bots.
33. Groups
Groups are communities of Facebook users who share a common interest and can either be private or public. Members of a group will see posts to the group in their News Feeds.
34. Hashtag
A hashtag is the “#” symbol followed by a word or phrase that automatically becomes a clickable link once publish. Clicking through the link shows you all of the content on Facebook that has been published using that hashtag.
35. Impressions
Impressions are counted any time your ad is on screen, even if the user doesn’t actually see them.
36. Lead Generation
Lead generation objectives drive users to fill out forms on Facebook. The contact information can be shared with your CRM through an integration.
37. Link Clicks
Link clicks include any clicks on an ad regardless of whether the link leads the user to a page within or outside of Facebook.
38. Lookalike Audiences
Lookalike audiences are expanded versions of custom audiences that target users with similar demographics or behaviors to your custom audience.
39. News Feed
The News Feed is essentially the homepage of Facebook. It’s where users can see updates from their friends, pages they follow, and groups that they’re members of. Both organic posts and paid ads can show up in users’ News Feeds.
40. Objective
Your campaign objective influences the bidding strategy, ad delivery, and creative options available to you. Campaign objectives include brand awareness, reach, traffic, engagement, conversions, and more.
41. Offline Conversions
Offline conversions don’t occur within the Facebook platform and are not automatically reported on by Facebook. An example of an offline conversion is someone seeing a Facebook ad that lists your business’s phone number, then typing that number into their phone themself to call rather than clicking the ad to call. The action should still be attributed to your ad even though it will not be tracked as a click within Facebook.
42. Outbound Clicks
Outbound clicks are specifically linked clicks that take a user off of Facebook, such as to an external website or landing page.
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