Facebook advertising jargon

Just when you think you’ve got a handle on all the Facebook jargon, you decide to do some Facebook advertising and discover a whole new world of jargon.  There is certainly a bit to get your head around, but it (mostly) makes sense. Hopefully, my list below will help make some sense of it all. If however you feel even more bamboozled by the end, call me! I’ll take you for a cuppa to de-stress and demystify it all.

So here goes – in alphabetic order…

Action – as the name suggests, it’s somebody doing something. An action may include clicking on a video to view it, liking a post, commenting, sharing) or clicking on a link to visit your webpage.

Facebook Ad – what you are advertising, to whom, where it is advertised and the bidding method.

Facebook Ad Campaign – groups similar ads together and allows you to set the overall budget and time frames.

Facebook Algorithm – this is Facebook’s behind-the-scenes automated program that decides what you see in your news feed based on the information Facebook has on you, your history and your patterns of behaviour.

Boosted Posts – On your page, Facebook will encourage you to ‘boost your post.’ This is beginner’s level Facebook advertising. If you pay Facebook to boost your post, they will show your post to more people.

Broad Categories – Enable you to target users according to their likes and interests, the apps they use and the pages they like and who have taken actions that may be relevant to your advertising.

Clicks – the number of people who click on your ad.

Click through Rate (CTR) – Your CTR is the percentage of people who saw your ad and actually clicked on it to view your website.

Connections – the ability to target your audience based on their connections to a page, audience or event that are within the advertiser’s control.

Conversion Specs – when you choose optimised CPM, your ads are automatically optimised for a specific type of action. You can use conversion specs to manually change the action to a more relevant one.

Cost per Click bidding – sets the maximum amount of money you will spend per click on a Facebook ad.

CPM – cost per 1,000 impressions bidding – sets the maximum amount of money you will spend every 1,000 times an ad is shown.

Custom Audience – you can target offline customers (email subscribers, your database, phone list etc.) in your Facebook ads, even if they haven’t ‘liked’ or ‘followed’ you. Make sure, however, that your database much like subscribing to an email list have consented.

Engagement – Just like ‘action’ engagement measures activity, interaction and connection with your page and your audience. Engagement can be measured by likes, shares, and comments. The best form of engagement is a share, then a comment, followed by a like. If Facebook sees a post getting lots of shares and comments, the algorithm will push that post to be seen by more people because Facebook believes its content is benefiting users.

FBX (Facebook Exchange) – Retargeting visitors to your website when they return to Facebook with an ad.

Negative and positive Feedback – is the score for your Facebook ads and is seen in your ad manager on the ad level. Engagement, video views and link clicks all add to your positive feedback score. If people see your ad and click on the options ‘Report this ad’, ‘Why am I seeing this ad’ or ‘Hide this ad’ that will add to your negative feedback. If you receive too much negative feedback and very little positive feedback, Facebook can shut down your ad account.

Impressions – the total number of times your ad was seen. Sometimes one person will see the ad more than once.

Page Like vs Page Follower – when you ‘like’ a page, you automatically ‘follow’ it. You can also choose to just follow a page without liking it so you see posts from that page. Are you still with me? When you ‘unlike’ a page but are still following it, their posts will still appear in your newsfeed, but your profile won’t say that you like the page. Have I lost you yet? You can also choose to continue to like a page, but unfollow it. That’s like having a friend you don’t want to unfriend but don’t want to see their all their waffle in your newsfeed. It’s nicer to just stay friends but unfollow them.

Look-a-like audience – creates an audience of users similar to users within a Custom Audience.

News Feed is a continuous stream of updates about your friends’ activities on and off Facebook. It appears on your Homepage.

Optimised CPM – Facebook will optimise your audience, showing it to a targeted group of people who are the most likely to take the action your set – e.g. click to your website if you chose Link Clicks.

Facebook Pixel – a wonderful little piece of web code that you install on your website. It allows you to track your website visitors so you can retarget them with your ads on Facebook. It also alerts Facebook that a user who clicked on a Facebook ad resulted in a conversion. Very clever indeed!

Placement – this determines where an ad will be placed – newsfeed, sidebar, mobile, Instagram etc.

Facebook Profile Vs Facebook Page Vs Facebook Group – what’s the difference? I could write a whole blog on this. I think I will! There are so many pros and cons of each. In simple terms, your profile is personal, your page is for business and a group is for your tribe, but there are many ways to use all three to bring in new business!

Post Reactions – the number of people liking, sharing or commenting on your post.

Reach – the total number of people who saw your ad in their newsfeed.

Relevance Score – Your ads receive a relevance score of between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on your ad. Clearly, the more interaction, the more relevant the ad is deemed to be.

ROI – return on investment. Same as in the ‘real’ world!

Saved target Group – allows you to save your custom settings eg: age, gender, country, interests, connects etc., so you can pre-fill these next time you run ads.

Sponsored Post – this is a post where you pay Facebook to show it to more people. It can be a targeted post or one that has gained a lot of attraction so you want it to reach more people.

Standard Events – is code that you add to specific pages on your website to measure leads i.e. people buying products or submitting their details. It also tells you which ads were successful in acquiring the lead – a great way to measure your ROI.

Unpublished Post – you can create and publish posts that have never been shared and publish them to your news feed or timeline.

Video Views – the number of people who watched your video for more than three seconds.


Let me know if I’ve missed anything or if you’ve come across something in Facebookland that you’re struggling to understand. I’d be happy to help!

If you’re feeling a little overwhelmed by all the jargon, don’t worry… that’s why I’m here!

If you would like a few lessons on how to set up and run successful Facebook advertising campaigns, click here to learn about my coaching services.

I can help walk you through all you need to do to get a successful Facebook ad campaign happening for you.