Facebook Advertising Acronyms & Metrics

Whether you are a beginner at FB ads or an advanced marketer, it’s a good idea to review their metrics and definitions on a regular basis.

If you are just starting it is key to understand them in order to analyze the performance of your campaigns. However, if you have been working with FB ads for a while, I recommend reviewing their definitions from time to time, because Facebook likes to change them from time to time.

Some metrics are self-explanatory and some are what some digital marketers call “vanity metrics” (irrelevant metrics). I’ve excluded these metrics in the list below.

This post is the first in a series on Facebook advertising that will provide you with super-actionable tools, checklists and hacks. Be sure to keep an eye out for future posts. (posts will be announced via Instagram & Twitter @reframe_nic

Performance Metrics

  1. Results: The number of times that your ad achieved an outcome, based on the objective you selected. E.g. if you are running a campaign with a traffic objective, your result metric would be website clicks
  2. Reach: The number of people who saw your ad at least once. Reach is different to impressions, which may include multiple views of your adverts by the same people. Your reach can be affected by your bid, budget, audience targeting or relevance score.
  3. Amount Spent: The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule. Amount spent lets you see how much you’ve spent compared to your maximum budget during the time period that you’re looking at.
  4. Conversions: Conversions are customer-completed actions, like purchases or adding to a cart on a website.
  5. CPL (Cost per Lead): You will see this especially when you’re running a Lead Ad with Facebook. It tells you the cost to acquire a lead for your business. You calculate the CPL by dividing the total cost of your ad by the total number of leads that you obtain

Delivery Metrics

  1. Frequency: The average number of times each person saw your ad. This is the most under utilized Facebook advertising metric. It helps to build awareness and recall by showing your ad to people in your audience multiple times. Always check frequency along with your results and relevance score to make sure people don’t see your ads too often.
  2. Reach VS Impressions: Reachis the total number of people who see your content. Impressions are the number of times your content is displayed, no matter if it was clicked or not.
  3. CPM (Cost per impression): That’s cost per 1,000 impressions to be exact. To calculate cpm, first you want to divide the total number of impressions that your ad delivered. Then you take that number and divide it by the cost of your ad. So if you spent $100 on your and ran 250,000 impressions, you would first divide 250,000 by 1,000 to get 250. Now divide $100 by 250. Your cpm is $.40.

Engagement Metrics

  1. People taking action: Number of people who took an action that was attributed to your ad.
  2. Post reactions: The number of reactions on your ads. The reactions button on an advert allows people to share different reactions to its content: Like, Love, Haha, Wow, Sad or Angry.
  3. Link Clicks: Difference between Clicks (All) and Link Clicks: Link clicks are the number of clicks on links to select destinations – for example clicks on an image, clicks on a CTA button, clicks on a URL in the text description of an ad. The metric Clicks (All) includes link clicks as well as clicks on other parts of your ad (e.g. someone clicks on your page’s name, someone likes your post, clicks to expand a photo, etc.)
  4. CTR: Percentage of times people saw your ad and clicked through. Important: Impacts your Relevance Score! Fun fact: CTR across all industries on FB is only 0.9%
  5. CPC (All): This is a term that defines the average amount that you will pay for each click on your ad. You can calculate CPC by dividing the total cost of your ad by the total number of clicks to your ad.
  6. Event Responses: The number of people who responded Interested or Going to your Facebook event, attributed to your ads.
  7. Negative Feedback: A score based on the number of times people hid your ad or chose not to see ads from you. Your ad’s negative feedback level can be low, medium or high. If your ad gets a lot of negative feedback, it means people have indicated they don’t want to see it anymore.

Other Terms

  1. Audience Network: Network of mobile app and mobile web publishers who’ve been approved by Facebook to show ads in their apps. It’s one of the placements you can select for your ads.
  2. Placements: A placement is the location where your ad is shown. Ads may show in Facebook’s mobile News Feed, desktop News Feed and right column. Ads may also show on Instagram, Audience Network, Instant Articles and Messenger

If you are looking for a more expansive list of Facebook terms, you will be able to find it on this list provided by Facebook.

Also checkout this list of metrics that have recently been updated by Facebook (*definitions and terms in my list above are updated)

Next up I will share a list of Facebook hacks that have helped me efficiently boost performance across several accounts I am currently managing. Stay tuned & follow on social media @reframe_nic