Meta Ads Glossary

All essential media buying terms for Facebook and Instagram, simply explained.

Cost Per Lead. The average amount spent to acquire a prospect. Calculated by dividing total spend by the number of leads generated.

Click-Through Rate. Percentage of people who click on your ad after seeing it. A good CTR on Meta is generally > 1%.

Cost Per Click. The average amount paid for each click on your ad.

Return On Ad Spend. Revenue generated for each euro invested in advertising. A ROAS of 4x means each euro invested returns €4.

Cost Per Mille (thousand impressions). The cost for your ad to be displayed 1,000 times.

Meta's algorithm that manages ad distribution. It favors creative diversity and penalizes ads that are too similar.

When your audience sees the same ad too often, performance drops. The ideal frequency is < 3.

An ad that performs above defined criteria (e.g., CPL < €5, CTR > 1%, minimum 1,000 impressions over 5 days).

A piece of JavaScript code installed on your website that tracks visitor actions and optimizes ad campaigns.

Similar audience. Meta finds users who resemble your best customers by analyzing their behaviors and characteristics.

Ad retargeting. Technique of showing ads to people who have already visited your site or interacted with your brand.

Process of progressively increasing ad budget on performing campaigns. ISAO increases by +20% every 72h.

Marketing Qualified Lead. A prospect who has shown enough interest to be passed to the sales team.

The process of determining which ad or channel contributed to a conversion. Meta uses a 7-day attribution model by default.

Comparative test between two versions of an ad to determine which performs better.

The desired action a user takes after seeing or clicking your ad (purchase, sign-up, booking).

The average number of times a person sees your ad. Too high a frequency (> 3) causes creative fatigue.

Each time your ad is displayed to a user, it counts as one impression.

A prospect who has shown interest in your product or service by providing their contact information.

Initial period (72h) during which Meta's algorithm optimizes your ad delivery. The campaign should not be modified during this phase.