Understanding advertising on Facebook and Instagram starts with knowing these six important terms:

Facebook Pixel
The Facebook pixel is our tool that allows you to track ad effectiveness outside of the Facebook network to other properties on the web.

News Feed
News Feed is the heart of the Facebook experience. It’s where your audience finds the things that matter to them. News Feed is a constantly updating list of stories from the people and Pages your audience follows on Facebook.

Unpublished Page Post
An unpublished Page post is a Page post ad that is targeted to a specific audience and does not appear on your Page’s Timeline. It only appears in the News Feed of the people you are targeting with your ad.

ROAS (Return on Ad Spend)
Return on Ad Spend is a metric used to measure the effectiveness of a Facebook marketing campaign. We prefer to measure how much revenue is generated for every dollar spent on Facebook advertising.

Desktop Right Column
Desktop 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 in Facebook. Right Column ads are only available for desktop placement, not mobile.

Conversion Lift
Facebook Conversion Lift enables advertisers to determine the additional business driven online or offline from people reached by Facebook ads across devices. Conversion Lift leverages a scientific approach used by other industries and uses randomized test and control groups.

Timeline
Sometimes referred to as a Facebook profile, a Timeline is the space on a person’s profile where they can see their own posts, posts from friends, and stories they’re tagged in — all organized by the date of the posts. Posts can be made up of photos, videos, and experiences that tell story.

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

Post
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
People connect with your brand through liking your page. When more people like your Facebook Page it helps you build your reputation, stay connected with the people who support you and find new customers.

Brand
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 via advertising, the values and beliefs of your company, and experiences that you offer your customers. As the world gets smaller and smaller, and competition for goods and services becomes greater, a strong brand will set your business apart and is an invaluable intangible asset.

Campaign
Your campaign revolves around the advertising objective you have decided on, like Clicks to Website, Brand Awareness, or Mobile App Installs. As you set up your campaign, you’ll create one or more ad sets to help you optimize and measure your results for each of your advertising objectives. And within each ad set are the ads themselves. All the ads in one ad set share the same daily or lifetime budget, schedule, bid type, bid info, and targeting data.

Cost Per Action (CPA)
This is the average amount that you’re paying for each action people take on your ads. What you pay depends on who you’re targeting and how many other advertisers are competing to show their ads to your audience. Well-designed ads will encourage more people to take an action; the more actions you get for your budget, the lower your cost per action will be.

Cost Per Click (CPC)
This is the amount you’re paying on average for each click on your ad. Average CPC is calculated as total cost for ad / 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 total cost for ad / (total impressions / 1000)

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

Ad
An individual ad includes its creative — the image, video and/or text it uses — target audience, and bid. Your ads appear along with the stories that are relevant to your audience so it’s important that the creative in your ads are aligned with their interests.

Clicks
Clicks are the total number of times someone clicks on your ad. Depending on what you’re promoting, this can include event responses or app installs.

Boosted Post
A boosted post appears in News Feed and can significantly improve its reach. A major advantage to boosting is targeting your post toward different groups based on its performance.

Promoted Post
A promoted post is somewhere between a standard post and an ad. Once you promote a post, it will be labeled as a sponsored post; your audience will be limited to people who like your Page and their friends. Promoted posts appear higher in News Feeds, so there’s a better chance your Page fans and their friends will see them.

Conversions
Conversions are customer-completed actions, like purchases or adding items to a cart on a website.

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

Core Audiences
Core Audiences enables advertisers to reach precise audiences based on four main targeting types: location, demographic, interests and behaviors. This data is pulled from the information shared in peoples’ profiles and the behaviors they exhibit on the platform.

Custom Audiences
A Custom Audience lets advertisers find their existing audiences among people who are on Facebook.

Lookalike Audiences
A lookalike audience is a group of people who are similar to an existing audience based on several kinds of ‘seed’ users, allowing you to target more people who look like your established customers. When you use Custom Audiences, you can choose to create a lookalike audience that targets people who are similar to your Custom Audiences list.

Partner Categories
Partner categories is a targeting option that uses data from trusted third-party data partners. That 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 of Facebook, like purchasing a new truck.