¶ Facebook Terms
¶ ABO (Ad Set Budget Optimization)
This is a budget allocation method that sets the budget on the ad set level, optimizing budget allocation between the ads in each ad set.
¶ Accelerated delivery
Accelerated delivery is a delivery method that allocates your ads more frequently and uses a bigger portion of your budget during its early stages so that your ad can be visible to as many audiences as possible in a short stretch of time.
¶ Ad
Also known ad advert or advertisement that can come in many forms. It spreads word about your products or services with the goal of making your audience interested about them and eventually purchase them.
¶ Ad auction
Ad Auction enables digital marketers to tell the maximum price that they are willing to pay for clicks, impressions, or conversions. Similarly, this can be also used in choosing which ads should show up in your pages and in determining the profitability of those ads.
¶ Ad delivery
Ad Delivery is a setting that you can use to determine how fast you want Google or Facebook to use your budget each day.
¶ Ad delivery optimization
Ad Delivery Optimization is the delivery system utilized by Facebook advertisers in order to deduce what specific outcomes are they trying to achieve based on the objectives and optimizations that they set and other off-site signals that come with the ad setup.
¶ Ad format
Ad Format shows the structure of an ad and it also determines the final look of an ad and the number of videos and images that it will contain. It has three key elements: product, person, and setting.
¶ Ad level
Ad level is one of the categories in Facebook Ads Manager’s campaign creation wherein an advertiser can construct individual ads.
¶ Ads Manager
Facebook Ads Manager is a tool where you can create and view your ads. It also allows you to make changes to your ads and obtain analytics about the metrics indicating the performance of your set of ads.
¶ App event
App events are actions that people did while using your app. You can utilize this for ad targeting and optimization.
¶ App Install
App Install is a campaign objective option if you want your ad to send to your audience a link to your app store so they can download and install it.
¶ Audience Network
The Audience Network is a network of mobile app publishers who are authorized or accredited by Facebook to display Facebook ads in their apps.
¶ Automatic events
Automatic Events are actions that a Facebook pixel can get from your website that do not entail adding codes. Your pixel can get these actions from visitor activity and through utilizing your web page information.
¶ Automatic placements
Automatic Placements is an option in the Facebook Ads Manager that allows your ad to be visible in the platforms where they perform the best.
¶ Bidding
Facebook decides on ad placement using an auction system. Advertisers bid for advertising ‘real estate’ and the Facebook algorithm gives the placement to the highest bidder.
¶ Bid control
The highest possible bid amount that an advertiser can set to help Facebook determine which results should it spend the budget on.
¶ Bid pacing
Bid pacing is a mechanism that can aid Facebook in meeting the cost goals of an advertiser’s bid strategy. It makes sure that Facebook will allocate the budget evenly throughout the schedule of the ad set.
¶ Bid strategy
Bid Strategy is a setting that you can find in the Facebook Ads Manager and Reporting. By selecting this, you are helping Faccebook discover how it should allocate and spend your budget based on your campaign goals.
¶ Brand Awareness
A campaign objective option in Ads Manager. Select the Brand Awareness campaign objective if you want people to recall and recognize the brand after seeing your ad.
¶ Brand lift
Also known as "brand affinity," brand lift is a metric that gives you insight into people's attitudes towards your brand and Brand Awareness.
¶ Breakdown effect
A result of the Facebook pacing system that appears to shift impressions into underperforming ad sets, placements or ads. In reality, the system is designed to maximize the number of results for your campaign depending on what ad set optimization you choose.
¶ Broad targeting
When you mostly rely on the Facebook delivery system to find the best people to show your ads to.
¶ Campaign
An ad or series of ads built around a single theme or set of attributes and delivered by an ad platform to a specific audience.
¶ Carousel
A unique ad format that displays multiple images or videos that scroll from left to right.
¶ Catalog
A business asset used for storing and managing inventory businesses want to advertise or otherwise promote on Facebook Products.
¶ CBO (Campaign Budget Optimization)
This is a budget allocation method that sets the budget on the campaign level, optimizing budget allocation between the ad sets in the campaign.
¶ DCO (Dynamic Creative Optimization)
These types of Facebook ads can automatically change to show different ad creatives to viewers who are most likely to respond to them.
¶ DPA (Dynamic Product Ads)
This type of ad connects to your catalog to show product information directly from your website with an up-to-date description and price.
¶ Collection
An ad format consisting of an assembly or a group of ads that may be systematically ordered or listed.
¶ Content ID
A parameter included alongside events to measure additional information about the ID of the product or service people engage with on your app or website.
¶ Content type
A parameter included alongside events to measure additional information about the product or service type people engage with on your app or website.
¶ Conversion Lift
A metric that gives you insight into people's attitudes towards your brand and Brand Awareness.
¶ Custom Audience
A group of people created through a Facebook advertising feature that lets you find your existing audiences among people who are on Facebook.
¶ Custom event
A logged action specified by you based on a specific action you want people to take on your website, app or offline.
¶ Data source
A tool, connection, piece of code or other object that collects information, such as Facebook pixel, Facebook SDK and offline conversions. The information can be used for measurement and analysis later.
¶ Direct response
Advertising that is intended to generate an immediate action (usually associated with ecommerce activities) like sign-up, purchase of a product or mobile app install.
¶ Dynamic language optimization
Dynamic language optimization allows you to create multiple ad sets for each language and apply separate language targeting if you're advertising in multiple markets or one market with various languages.
¶ Engagement
A campaign objective option that measures how many people like your page, engage with your post or respond to your event.
¶ Estimated action rates
A calculated value determined by how likely it is that your ad will lead to your desired outcome after it's shown to a person.
¶ Event
A logged action that people take on your website, app or offline is usually used for capturing and measuring ad performance.
¶ Facebook IQ Insights
The collection of information about a business's sales, revenue and customer reach on Facebook and Instagram.
¶ Facebook Marketing Partner
A third-party company who uses the Facebook Ads API to develop their own customized tools.
¶ Facebook SDK
A piece of code installed on your app that captures app events.
¶ Facebook Leads
Measures the number of leads collected from Facebook.
¶ Facebook Pixel
A piece of code that you place on your website that allows you to track events and actions on your website.
¶ Feed
A stream or wall of posts or updates in a social media service.
¶ Gross Rating Point
It is used to measure the exposure to one or more programs or commercials, without regard to multiple exposures of the same advertising to individuals.
¶ Inbox
A Facebook feature used for managing messages, comments, broadcasts, automated responses and other direct communication features.
¶ Instant Articles
A Facebook feature that provides rich format, interactive articles that you can create and publish on Facebook.
¶ Instant Experience
An ad format consisting of an interstitial landing page that loads instantly when someone taps on an ad on Facebook or Instagram. They are only supported on mobile placements and devices.
¶ In–stream videos
A Facebook feature that allows you to place ads before, during or after video content.
¶ LLA (Lookalike Audience)
This audience type is expanded through machine learning from the similarities of your existing audiences. You can expand from a minimum of 100 users
¶ Marketplace
A dedicated surface on Facebook for people to buy and sell with other people.
¶ Messages
A campaign objective option if you want to start and/or renew conversations with your customers in Messenger.
¶ Offline conversions
Allows you to measure how much your Facebook ads lead to offline outcomes, such as purchases in your stores, phone orders, bookings and more.
¶ Offline event
A logged action that happens "offline." Offline events may include store visits, leads, sales calls, in-store purchases, activity on third-party sites (such as eBay) and more.
¶ Parameter
A modifier or custom value assigned to an event for the purpose of adding contextual information for measurement.
¶ Point of Sale
Is the moment when a retail transaction is completed.
¶ Product catalog IDs
A parameter captured alongside events to pass additional information about the inventory people engage with on your app or website.
¶ Proxy metrics
An approximate measure of information used when direct, concrete information is unavailable.
¶ ROAS (Return on Ad Spend)
This metric measures the ratio of your advertising revenue to your advertising spend.
For example, if your ROAS is 2, that means that you’ve spent x amount on an asset, and it generated 2x in revenue.
To calculate it, divide the website purchase conversion value by the total amount spent.
¶ Sequenced delivery
An ad delivery option, for the reach and frequency buying type, that allows you to serve your ads in a specific order or sequence.
¶ Slideshow
A type of video that's created using still images or videos, and may contain a music soundtrack.
¶ Sponsored message
A Messenger ad type in the ads interface. The sponsored message ad unit allows you to send a message to people in Messenger who have an existing Messenger conversation with your business.
¶ Standard delivery
An ad delivery option that helps you to spend your budget evenly over the course of your campaigns.
¶ Standard event
A logged action that is predefined by Facebook.
¶ Store Traffic
A campaign objective option if you want to send foot traffic to your physical stores.
¶ Stories
A Facebook feature that allows people to post casual photos and videos that are stitched together into one unit of content that is available for 24 hours.
¶ Suggested videos
A feature that makes video suggestions to people while logged on to Facebook.
¶ Target rating point
An ad buying type that allows you to plan and buy video campaigns using Nielsen-verified target rating points (TRPs) on Facebook and Instagram.
¶ Traffic
A campaign objective option if you want to redirect more people from Facebook to a URL or to a specific page.
¶ Value
A parameter included alongside events to measure additional information about the price value of inventory people engage with on your app or website.
¶ Video Views
A campaign objective if you want to have people watch your video.
¶ Views
The act of watching a video, usually for a specific duration of time.
¶ Google Terms
¶ GDN (Google Display Network)
One of the Google advertising channels. This is a group of websites, videos, and apps where your Google ads can appear.
¶ Google Creative Assets
Google Assets are separate content such as text, images, HTML5 bundles, and videos uploaded to the ad account and then linked with particular types of ads. In Google Ads, these assets are mixed and matched automatically to create a full advertisement.
¶ Madgicx Tools
¶ Ad Care
This tool automatically comments on your ads with more information and a link that allows users to unsubscribe from your advertising.
Ad Care creates an audience from the people who unsubscribed and excludes them from all future campaigns.
¶ Ad Copy Insights
This tool allows you to compare and gain insights into all your ad copies.
¶ Ad Launcher
This tool allows you to launch ads to existing ad sets.
¶ Ad Set Storyline
This tool provides you with a daily performance breakdown for each ad set in your account.
¶ Ads Manager 2.0
This tool is an improved version of the Facebook Ads Manager. You can see, take actions, and apply automations directly to your campaigns, ad sets, and ads directly from this tool.
¶ ARR Dashboard (Acquisition, Retargeting and Retention Dashboard)
The Madgicx Dashboard 
This page gives you a summary of your ad account performance segmented by funnel stage.
¶ ARR Full-Funnel Strategy
This is a marketing strategy also called Top of Funnel (ToF), Middle of Funnel (MoF), and Bottom of Funnel (BoF), that helps you divide your budget and create better audiences.
It divides audiences into Acquisition, Reengagement, Retargeting, and Retention. The idea is to push audiences down the funnel and transform them into returning customers following first contact.
¶ Automated Reporting
This tool allows Madgicx users to create, customize, and schedule performance reports from the Facebook Dashboard.
¶ Automation Overview
A dashboard that shows all of your account’s automation tactics, where they are active, and the last actions they performed.
¶ Automation Strategies
Automation Strategies are advanced and customizable tactics made by Madgicx's expert media buyers.
¶ Automation Tactics
These premade automations can help you automate your account and optimize your budget. They only work for acquisition assets.
¶ Bid Testing
This tool helps you find the best bidding strategy for your ads by creating bid tests on selected ad sets and comparing their performance. It also has automation to turn off underperforming tests.
¶ Campaign Overview
This tool provides you with an overview of your existing ad set performance.
¶ Creative Insights
This tool provides you with a breakdown of all the creatives and gives users good media buying insights.
¶ Custom Automation Tactics
This is a creator space where you can create your own unique automation tactics. It works for all assets in any funnel stage.
¶ eRFM (Engagment Recency, Frequency, and Monetary Value)
This is the framework Madgicx uses to create the most profitable AI audiences for you. Read more about it here. To see and launch these audiences, use Mass Launcher.
¶ Google Dashboard
This tool gives you a performance overview of your Google GDN campaigns.
¶ Madgicx Optimized Structure
This feature creates four campaigns for you; one for each funnel stage.
Then, it automatically assigns the ad sets you launch into the correct funnel stage, keeping your account organized and lean.
¶ Magicx Settings
This is the area in the Madgicx platform where you can change and personalize your Madgicx experience.
Use it to change your plan, email, and password, connect your assets, add audiences exclusions, or edit your name stamp.
¶ Mass Launcher
The Mass Launcher tool allows the user to mass create audiences. It also automatically segments the audience into different funnel stage campaigns.
¶ Media Buying Terms
¶ Acquisition Prospecting
This is the first funnel stage and includes any target audiences that haven't interacted with your brand before.
¶ Acquisition Reengagement
This is the second funnel stage and includes any audiences that have interacted with your brand before, but have never visited your website.
¶ Ad Copy
The text element of an ad which motivates the viewer to convert.
¶ Ad Set
Ad sets are groups of ads that share settings for how, when,and to who? When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in the set. You'll use ad set level options to choose audience characteristics like location, gender, and age.
¶ Added Payment Info
This metric measures how many times payment info (for example, a credit card number) was added.
¶ AOV (Average Order Value)
This metric measures the average amount spent whenever users order on your site. To calculate it, divide your revenue by the number of orders.
¶ API (Application Programming Interface)
Application Programming Interface or API is a software intermediary that connects two different applications. For example, Facebook API is used to connect other platforms to the Facebook Business Manager.
¶ ATC (Add to Cart)
The number of add to cart events, or how many times the ‘add to cart’ button on your site was clicked.
¶ Attribution
This metric helps us match conversions to the ads that drove them and measure ad success.
¶ Attribution Model
This is the rule we set on the attribution of a conversion to a specific ad. The default is to use the last interaction as the attribution indicator.
¶ Attribution Window
"Is the number of days between when a person viewed or clicked your ad and subsequently took an action (such as purchase, add to cart, etc.)
The default is a 28-day window for clicks and a 1-day window for views."
¶ Bounce Rate
Rate of visitors to your website who did not visit another page and stayed for a short time, or ‘bounced’ off of your website.
¶ Bouncers
Visitors to your website who did not visit another page and stayed for a short time.
The default session length that’s defined as a ‘bounce’ is 5 seconds or less.
¶ Clicks
This metric measures the number of click events on any asset.
¶ Conversions
A predefined specific goal that you want your audience to perform at this funnel stage.
For example: Click on the button, purchase the product, enter your contact information.
¶ Cost Per Conversion
Cost per Conversion shows how much it costs to get a customer who will make a successful conversion. Conversion is dependent on the goal of the ad and it could be completing a purchase, or signing up on a form.
¶ Cost Per Website Purchase
Cost per Website Purchase is the total amount spent on your ads, ad sets, or campaigns during a given schedule divided by the website purchases. The website purchase is the number of completed purchases attributed to a particular ad, ad set, or campaign tracked by a Facebook pixel.
¶ CPM (Cost per Mile)
This metric measures the cost for 1,000 impressions. It's a good indicator of how much your future budget can generate.
¶ Creative
The visual element of an ad. Includes an image, carousel, or video that you use for advertising.
¶ CTA (Call to Action)
The button that prompts the viewer to convert. For example, shop, learn more, etc.
¶ CTR (Click-Through Rate)
The ratio of clicks to the number of impressions/views on a website or ad.
¶ Customer Lifetime Value
The Customer Lifetime Value or also known as Lifetime Value, is the amount of money that a paying customer would spend on your brand. To get the Customer Lifetime Value, multiply the average order value by the purchase frequency and average customer lifespan. A high value indicates that you have more loyal customers who will buy from your brand more frequently.
¶ Frequency
The average number of times viewers see the ad during a campaign.
¶ Impression
An ad view. Impressions are the total number of views your ad has collected.
¶ Initiate Check-out
The number of check-out events initiated in your store.
¶ KPI (Key Performance Indicator)
Also known as a metric, it is a measurable value tied to your advertising objectives.
It is helpful in tracking and evaluating your performance.
¶ Landing Page
Landing Page is a standalone website where visitors will land after clicking an external link from an ad. These pages are designed with a focus on Call to Action to help conversions.
¶ Landing Page View
This metric measures the amount of times users view your website’s landing page.
¶ Leads
This metric measures the amount of leads you have, however you define them, such as forms filled, messages received, etc.
¶ Lead Generation
Lead generation is the process of finding prospects and making them interested in your products. It is associated with the different phases of the buyers' journey: (1) generating traffic, (2) converting traffic into leads, and (3) turning leads into customers.
¶ Link Clicks
Measures the number of all link clicks on the ads that take you to both external destinations (outbound clicks) and inside Facebook-owned applications.
¶ Link CTR (Link Click-Through Rate)
This is the ratio of link clicks to the number of impressions/views on a website or ad. In other words, the percentage of views that resulted in a click.
¶ Media Buying
The method of managing budgets to place media across digital 'real estate' with the goal of getting conversions.
¶ Machine Learning
Machine Learning is using Artificial Intelligence on a system for it to learn and improve through experience. Computer programs can access a database and analyze it thoroughly for better customer segmentation and deliver more relative creative campaigns.
¶ Outbound Clicks
The number of clicks on links that takes you outside of Facebook.
¶ Outbound CTR (Outbound Click-Through Rate)
The ratio of outbound clicks to the number of impressions/views on a website or ad.
¶ Omnichannel Messaging
Omnichannel Messaging allows someone to send and receive messages from multiple messaging platforms such as SMS, Facebook messenger, and email. Having an omnichannel messaging provider enables you to have centralized storage for consumer information and other relevant information to your business.
¶ Placements
The location in which the viewer will see your ad, such as on a Timeline, Story, etc. Placements are chosen according to the objective you set when you create your campaign.
¶ PPC (Pay-per-Click)
An internet marketing advertising model in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with search engines.
¶ PPI (Pay-per-Impression)
An internet marketing advertising model in which an advertiser pays for the number of times the advertisement is displayed on the publisher’s website. Facebook uses PPI as its charging method.
¶ Purchase
Measures the number of purchases from your store.
¶ Reach
The total number of different people who have seen your ad at least once.
Keep in mind: While impressions refers to the total views, reach refers to the total viewers.
¶ Retargeting
The third funnel stage includes target audiences who have visited your website but have not converted yet.
¶ Retention
This is the fourth and last funnel stage. It includes target audiences that have converted in the past, so we want them to convert again.
This funnel stage is usually irrelevant for lead generation, but very useful and profitable for eCommerce.
¶ Responsive Display Ads
Responsive Display Ads are ads that can automatically adjust their different elements such as size, appearance, and format to fit unoccupied ad spaces. Using RDAs can help advertisers by automatically optimizing their advertisements to gain more conversions.
¶ ROI (Return on Investment)
This metric measures the amount of revenue your business earns on overall investment and includes people, tools, and other expenses.
To calculate it, divide your total revenue by your total spend on the investment.
¶ Scaling
The ability to increase the budget while maintaining or increasing the level of performance.