Core Facebook and Instagram Terms
This is a tool that lets you embed a pixel across your website to report conversions, build audiences, and get insights about how people interact with your website. A popular use of Facebook Pixel is to add it to the pages of a website where conversions happen, such as the checkout page. This way, you can see who converts as a result of your Facebook and Instagram ads. The pixel will continue to monitor the actions people take after clicking on your ad. You can see which device they saw the ad on and which device they used to convert.
The heart of the Facebook and Instagram experience, News Feed is where people can find the content that matter to them. News Feed is a list of stories that are constantly updated based on the people and Pages your audience follows on Facebook and Instagram.
Unpublished Page Post
An unpublished Page post is a Page post ad that is targeted to a specific audience and does not appear on your Page’s Timeline.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 Feeds of those people being targeted with your ad.
Return on Ad Spend (ROAS)
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.
Conversion lift measures the impact of Facebook ads on conversion rates. A Facebook ad campaign is served to a group of people called the “test group” while a “control group” of people do not see the campaign. The conversion lift is the difference between the conversion rates of the test and control groups.
Broadly speaking, any mobile phone that is not a smartphone is considered a feature phone. These phones typically have limited ability to run third-party apps. We use this term in some of our courses as feature phones are widely used in many parts of the world.
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.
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.
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.
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.
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 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
Budget, Scheduling, Bidding
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.
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.
Available ad formats are:
Image Video Carousel Slideshow Canvas
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 Network
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.
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.
The total number of times your video was viewed for at least three seconds.
Creating Target 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.
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.
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 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.
Facebook Family of Apps and Services
Atlas is a measurement and ad serving platform that lets advertisers build, serve, manage, and measure digital media. It includes capabilities to target, measure and optimize campaigns by extending people-based measurement beyond Facebook, and across publishers. To learn more, take our “Introduction to Atlas” course under the Reporting and Measurement track.
Audience Network helps advertisers extend the reach of their Facebook ad campaigns by delivering them in third-party mobile apps and mobile websites.
Instagram is an online community where people can share moments, from the everyday to the spectacular. This is a place where people come to discover moments that matter to them and inspiration for dreams and creativity.
Messenger is a service like texting or live chat. Messenger is integrated with Pages so your customers can communicate instantly with you by choosing “Message” next to the icon.
Oculus lets people experience places and things through virtual reality. Since our mission is to make the world more open and connected, we believe the kinds of experiences that Oculus makes possible will increasingly become a part of many people’s lives. In turn, they will want to share these virtual, unbounded experiences and adventures with friends and family.