What To Do With Those Facebook Advertising Terms You Don’t Know

Facebook is running out of advertising space.

It’s no secret that organizations who need an extra lift can’t do it organically. Through Facebook advertising, companies can achieve goals and reach new customers by boosting and targeting.

Similar to what Google is doing, Facebook is making it easier to integrate advertisements into news feeds to make your content look as natural as possible. That can be a good or a bad thing, depending on how well you know and follow the Facebook community guidelines.

The creative part of making Facebook ads may be our favourite task: tracking and analyzing the campaigns tasks our team with an analytical position. We ask questions to evaluate different aspects of a Facebook ad or ad set: how are our ads performing and why?

A campaign summary can be daunting because there are so many numbers involved. For numbers, bigger does not equal better. Facebook advertisers care about the metrics including conversions, how many people reacted, the number of engagements on your ad, and the relevancy score (to name a few).

Here are a few short and sweet explanations on Facebook measurement:

Relevancy Score

This metric is a score that Facebook assigns your ad based on a scale between 1 and 10 (10 being the most relevant). Previously hidden, it has now been visible to advertisers for a few months, and it may be one of the most significant numbers in an ad set.

This score is based on how relevant your advertisement is to your audience, and will impact where and how often the ad is seen, and how much it should cost.


Don’t be fooled by this number. Although this is usually the number that clients want to see, it doesn’t necessarily reflect the quality of your ad or how well it performed. This tool will let advertisers know how many people your ad came across.

Click Through Rate

Click through rate (CTR) is a term we see all across digital. It measures how many people click on your ad, which is usually your website URL outside of Facebook. CTR is defined as “the number of link clicks your ad received divided by the number of impressions for off-site destinations.” This figure is a good one to follow because it will let us know if we achieved our goal by getting our target audience to go to our website or a destination URL.

For a complete list of campaign analysis terminology, take a look at Facebook’s official glossary here.

Facebook ads can be overwhelming if you don’t know what to measure. If you break down the numbers, it gets easier to optimize and retarget your ads to make your goal as successful as possible.