Glossary/Meta Ads
META ADS GLOSSARYUnderstand meta ads without the jargon.
Audience, creative, delivery and measurement terms used across Facebook and Instagram advertising. Each definition includes a clear meaning, practical example and a relevant next step.
10 essential meta ads terms.
Use this collection when reading reports, planning campaigns or reviewing work with a specialist. Every page is written around practical decisions rather than abstract terminology.
What Is Meta Ads?
Meta Ads are paid campaigns delivered through Meta properties such as Facebook and Instagram.
What Is Meta Pixel?
The Meta Pixel is browser-based code that records selected website actions for advertising measurement and optimization.
What Is Conversions API?
Conversions API is a server-to-server method for sending marketing events to Meta.
What Is Custom Audience?
A custom audience is a Meta targeting group built from existing customer data or prior interactions.
What Is Lookalike Audience?
A lookalike audience helps advertisers reach people who share characteristics with a selected source audience.
What Is Campaign Objective?
A campaign objective tells Meta which broad business outcome the delivery system should prioritize.
What Is Ad Set?
An ad set is the Meta campaign level where audience, placements, schedule, budget and optimization settings are commonly defined.
What Is Advantage Plus Placements?
Advantage+ placements allow Meta to distribute ads across eligible placements using automated delivery.
What Is Frequency?
Frequency estimates the average number of times each person saw an ad during a selected period.
What Is Creative Fatigue?
Creative fatigue occurs when repeated exposure reduces an ad’s ability to earn attention or action.
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