Whether you’re new to social media or an expert marketer, it’s easy to get confused by all the terminology. From the difference between reach and impressions, to ad sets and adverts, it can get overwhelming. So we have compiled a list of all the Facebook terms you will need to know and can be the trickiest to understand.

Page likes/Fans

The number of people who like your page. When someone likes your page Facebook will automatically make them a follower too.


Page followers

The number of people who click “follow” button on your page without liking it. This doesn’t happen very often, but it allows users to see your posts in their news feed without being considered a like.



The total number of actions that people take involving your adverts. Can include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link. Users engaged = how many individuals acted.


Organic Reach

The number of people who saw your post – a measure of how many people were exposed to your message organically (unpaid).

Paid Reach

The number of people who saw your advert – a measure of how many people were exposed to your message through an ad campaign.


The number of times your adverts were viewed. Counted as the number of times an instance of an ad entered the viewable area of people’s screens for the first time.

Video views

The number of times your video was viewed for more than 3 seconds.


The number of clicks on advert.

Link clicks

Clicks on links to your website (e.g. URL link to bookings page, call-to-action button)

Total clicks

Counts multiple types of clicks on your ad, including certain types of interactions with the ad container, links to other destinations, and links to expanded ad experiences.

Boosted ads

Boosted ads are a simple way of advertising your posts on Facebook. It is a post to your page that you can apply money to in order to boost it to an audience of your choosing.

Facebook ads

Facebook ads are created through a system called Ads Manager, which offers more advanced customisation solutions.

For more information on the difference between Boosting and Facebook ads, check out our blog.



This is the top-level element of your advertising, defined by your business objective e.g. web traffic or engagement.

Ad set

A group of adverts within a campaign that share the same budget, schedule, delivery optimisation and targeting.


The physical advert within an ad set that’s served up to users based on user activity. This can differ by creative and copy.

facebook ad


This is a bidding system that measures the amount you pay per click on your advert. This can be any click, including clicks on photos, profiles and links.

Cost-per-link click

This is the amount you pay per link click on your adverts. Including only clicks on specific links or call-to-action buttons on the advert.


This is a bidding system that measures the amount you pay per engagement on your advert. This includes likes, reactions, comments, shares, and clicks.

Facebook Pixel

Facebook Pixel is a piece of code you can put on your website that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. It also captures data of users who visit your website for you to then remarket to with adverts.


Facebook story

Facebook stories appear at the top of the news feed and are short, user-generated photo and videos (like Snapchat) that disappear after 24 hours.


Placement is where your advert will be shown. This can be the news feed, right hand column (desktop), messenger, Audience Network, Instant Articles and even Instagram.



Carousels are an advertising format that lets you show two or more images and/or videos with individual headlines, links and call-to-actions in a single ad.


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