Browse by category
Core Ad Metrics
ROAS, CPA, CPL, AOV, CPM, CTR, CPC, Impressions, Reach, Frequency, Conversions. The numbers you check every day.
Profitability & Business Metrics
Break-Even ROAS, LTV, CAC, Profit Margin, Blended ROAS, MER. The metrics that tell you if you’re actually making money.
Campaign Structure & Strategy
Campaign Structure, Ad Sets, Ad Creative, CBO, A/B Testing, Scaling, Ad Fatigue. How to organize and grow your ad account.
Targeting & Audiences
Custom Audiences, Lookalikes, Retargeting, Prospecting, Broad Targeting, Interest Targeting. Reaching the right people.
Tracking & Attribution
Meta Pixel, Conversions API, Attribution Models, Attribution Windows, View-Through Conversions, UTMs. Measuring what works.
Meta Ads Platform
Advantage+, Shopping Campaigns, Campaign Objectives, Bid Strategies, Ad Placements, Learning Phase. Meta-specific features.
All terms
| Term | Description | Category |
|---|---|---|
| ROAS | Revenue earned per dollar of ad spend | Core Ad Metrics |
| CPA | Cost to acquire one customer or purchase | Core Ad Metrics |
| CPL | Cost to generate one lead | Core Ad Metrics |
| AOV | Average revenue per order | Core Ad Metrics |
| CPM | Cost per 1,000 ad impressions | Core Ad Metrics |
| CTR | Percentage of viewers who click your ad | Core Ad Metrics |
| CPC | Cost for each click on your ad | Core Ad Metrics |
| Impressions | Total number of times your ad was displayed | Core Ad Metrics |
| Reach | Number of unique people who saw your ad | Core Ad Metrics |
| Frequency | Average times each person saw your ad | Core Ad Metrics |
| Conversions | Completed actions (purchases, signups, leads) from your ads | Core Ad Metrics |
| Break-Even ROAS | The minimum ROAS needed to cover your costs | Profitability |
| LTV | Total revenue a customer generates over their lifetime | Profitability |
| CAC | Total cost to acquire one new customer | Profitability |
| Profit Margin | Percentage of revenue that’s actual profit | Profitability |
| Blended ROAS | ROAS across all marketing channels combined | Profitability |
| MER | Total revenue divided by total marketing spend | Profitability |
| Campaign Structure | How campaigns, ad sets, and ads are organized | Strategy |
| Ad Sets | Groups within a campaign that control targeting and budget | Strategy |
| Ad Creative | The images, videos, copy, and CTAs in your ads | Strategy |
| CBO | Campaign Budget Optimization, Meta’s auto budget allocation | Strategy |
| A/B Testing | Running controlled experiments to find what works | Strategy |
| Scaling Ads | Increasing budget while maintaining performance | Strategy |
| Ad Fatigue | Performance decline from overexposing the same ad | Strategy |
| Custom Audiences | Audiences built from your own customer data | Targeting |
| Lookalike Audiences | New audiences that resemble your best customers | Targeting |
| Retargeting | Re-engaging people who already interacted with your brand | Targeting |
| Prospecting | Reaching new people who haven’t engaged with you yet | Targeting |
| Broad Targeting | Letting Meta’s algorithm find your audience | Targeting |
| Interest Targeting | Targeting based on user interests and behaviors | Targeting |
| Meta Pixel | JavaScript tracker that records website actions | Tracking |
| Conversions API | Server-side tracking that bypasses browser limitations | Tracking |
| Attribution Models | Rules for crediting conversions to ad touchpoints | Tracking |
| Attribution Window | Time period for counting conversions after an ad interaction | Tracking |
| View-Through Conversions | Conversions from people who saw but didn’t click your ad | Tracking |
| UTMs | URL parameters that track traffic sources | Tracking |
| Advantage+ | Meta’s AI-powered campaign automation suite | Meta Platform |
| Advantage+ Shopping | Automated e-commerce campaign type | Meta Platform |
| Campaign Objectives | The goal you select when creating a campaign | Meta Platform |
| Bid Strategies | How you tell Meta to spend your budget | Meta Platform |
| Ad Placements | Where your ads appear across Meta’s platforms | Meta Platform |
| Learning Phase | Initial period where Meta optimizes ad delivery | Meta Platform |