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Facebook Advertising Terms: A handy glossary to know before you set your next campaign

Facebook ads are an e-commerce merchant's gold mine. If you know how to get it right, you'll be amplifying that revenue. But it's also easy to get lost in that minefield of ad terms. We decided to put together a quick and dirty glossary of the most relevant Facebook ad terms that will help you navigate the advertising platform and make the best use of it.

By the time you reach the end of the list, you'll be equipped to know how to read your campaign analytics better, and boost your next one.

Impressions: The number of times your ad was shown on Facebook and Instagram. (Note: One person can see multiple impressions of an ad.)

Reach: The number of unique people who were shown your ad at least once.

Frequency: The average number of times each person saw the ad. It is calculated as  the total impressions divided by the reach at any given point.

CPM: CPM stands for Cost Per 1000 Impressions. This is how much facebook charges your account for showing a 1000 impressions of your ad.

Link Clicks: The number of clicks on links within the ad that led to destinations or experiences, on or off Facebook.

CTR(%): CTR stands for Click-through-rate or link click through. It is the percentage of times people saw your ad and clicked on the link. It is measured in percentage as the number of link clicks*100 divided by the number of impressions at any given point of time.

CPC: CPC stands for Cost Per Click. It is calculated as the total amount spent on an ad divided by the number of link clicks at any given point of time.

Landing Page Views: The number of times a person has clicked on the ad and successfully landed on the intended link or website.

ThruPlays: The number of times your video has been watched completely or for at least 15 seconds.

Post Reactions: The number of reactions on your ads. The reactions button on an ad allows people to share different reactions for its content: Like, Love, Care, Haha, Wow, Sad or Angry.

Purchase Conversion Value: This is the total number of purchases that can be tracked through a conversion ad.

ROAS: ROAS stands for Return on Ad Spend. It is calculated as purchase conversion value divided by the total amount spent at any given point of time.

Note: This blog will be updated as and when more advertising terms are added on Facebook's advertising platform.

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