If you think running a Facebook Page is a challenge, then operating the Facebook advertising & analytics platforms is the icing on the cake. While social media strategy and management is rarely taught in schools, there are even fewer places to learn the ins and outs of social media advertising. Besides, it seems like every day a social platform releases a new change or update to its advertising policy or options, so it can be rather difficult to keep up with the trends.
Today, we’re going back to the basics of social advertising with a focus on terminology used specifically within Facebook’s Ad Manager. While some of these terms may sound familiar to you, others may not make sense until you actually use them in the context of testing or running an ad.
Here are the basic, easy-to-digest definitions of Facebook advertising & analytics:
Campaign – This is the broadest level within the structure of a Facebook ad, with ad sets and ads existing within a campaign. At the campaign level, you control the objective, such as Page likes, video views or app installs
Reach – The number of people your ad was shown to
CPC (Cost Per Click) – Cost per click for ALL clicks on your ad
Placement – Where your ad is shown. This may include Facebook’s mobile News Feed, Facebook’s desktop News Feed, Facebook’s sidebar, and Instagram
Suggested Bid – If you choose to use manual bidding for your ad set, Facebook provides a suggested bid and bid range to help you set your bid. A suggested bid gives you a reference point when setting your bid
User mentions – The number of times a user tags your page in their post (so their friends or fans see the link directly to your page from the post or comment)
Total reach – The number of people who could have seen a story about your page. This is counted for each person who loads the story about your page while browsing Facebook
Page mentions – The number of times users tag your page in posts allowing their friends to link directly to your page from the post or comment
Organic reach – The number of unique people who saw your content in the News Feed or on your page for the selected time frame. This includes people who have liked your page, and people who haven’t
Paid reach – The number of unique people who saw your content in the News Feed who you paid to have see your post or page
For a full list of Facebook Ad terminology, click here!