Understanding Facebook Ads Terminology

When it comes to understanding the performance of your Facebook Ad campaigns does the lingo and terminology flumix (great word) you. 

In this blog post I break down how to understand Facebook Ads terminology so you can understand how your ads are performing. 

Understand What Core Metrics Mean for Facebook Ads Analysis

I will break down what these all mean so you can start to understand basic Facebook Ads terminology to understand what's going on with your campaigns.


No it's not trying to bring something back to life. 

Cost Per Result. 

This is the average cost per result for your ad campaigns ie how much did it cost to get a conversion, a lead or a video view for instance.

Say you’re running a campaign where you are optimising the campaign for purchases. If you see the cost per purchase decrease and the number of purchases increase, you’re driving more clicks and sales from your website. The opposite is true if your cost per result is increasing. 

Relevance Score

A relevance score is a rating from 1–10 that Facebook gives to each of your ads. This score reflects how well people are responding to your ad. This metric can be viewed only at the ad level of your campaigns.

After 500 impressions, your Facebook ads will start to see a relevance score. However this may increase or decrease in the first 72 hours of the ad running. Hence why I always recommend a test run of 3-4 days before you launch your campaigns. 

If your relevance score increases you’ll  see your cost per result decrease and your campaign performance rise. This is why I monitor client's ads performance on a daily basis. 


.Frequency is a delivery metric that tells you how many times on average someone has seen your ad in their newsfeed. Once you get over a frequency of 3-4 it's time to change up some of your ad content. Whether it be a new video, a different picture, headline or ad copy or even ad format. 


Cost per impression. This simply means your cost per 1,000 impressions. As your frequency increases and you reach more of your target audience, your CPM will start to increase. This means that it’s now costing you more for 1,000 impressions than it previously did. This will effect cost, relevance, and frequency metrics.


Cost per click. This is the cost per every click to your website or landing page. Cost's may typically vary from around 0.10p and higher depending on your target market, the amount of people competing for ad space in the same market and your budget. 


Click through rate. This is the amount in % of clicks to your ad campaign. Under 1.5% would be a low click through rate. 

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