Glossary

Amount Spent:
The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule

Audience Network (AN):
Facebook Audience Network is used to run campaigns across publishers and environments through a growing network of high-quality mobile apps (ie. gaming apps where players are deeply engaged)

Clicks (all):
Includes link clicks as well as clicks on other parts of your ad (Includes: Link clicks; Post likes, comments or shares;  Clicks to Facebook Page or Instagram profile; Clicks to expand a photo or video to full screen)

Click Through Rate (CTR):
The percentage of times people saw your ad and clicked

Cost Per Click (CPC):
The price paid for each click on an ad

Cost per Result:
The average cost per result (based on ad objectives)

Frequency:
The average number of times each person saw your ad

Impressions:
The number of times your ad entered a person’s screen

Link Clicks:
The number of clicks on links within your ad to the designated destination (ex: Image or a call-to-action button clicks within an ad, URL link click in the text description of an ad)

Reach:
The number of people who saw your ad. This metric is estimated.

Engaged Sessions:
The number of sessions that lasted 10 seconds or longer, or had 1 or more conversion events or 2 or more page or screen views

Engagement Rate:
Number of engaged sessions / total number of sessions

Event Count:
Total number of events that were triggered

Events Per User:
Average number of times per user events were triggered

Events:
User interactions that cannot be tracked as page views within a session. ie: scrolling, button clicks

Medium:
The general category of the source. ie. organic search (organic), cost-per-click paid search (cpc), web referral (referral)

New Users:
Users that had their first visit to the page during that period

Organic:
Traffic through unpaid search results on search engines such as Google, Yahoo, or Bing.

Referral:
Traffic through another source, such as a link on another domain.

Session Source:
The origin (referring website or app) of a session

Session:
A group of interactions (views, clicks, etc.) one user takes within a given time frame on your website

Total Users:
Total count of users during the report period

User Engagement:
The amount of time a user spends with your web page in focus

Views:
Number of times a web page was viewed