Facebook Terminology

Basic Facebook terms

These are common, Facebook-specific terms.

Sometimes referred to as a Facebook profile, a Facebook Timeline is a personalized collection of photos, stories and experiences that tell someone's story. These are the pieces of their life that people are sharing.

Pages are for your business, brand or organization to share your stories and connect with people. Like Timelines, you can customize Pages by posting stories, hosting events, adding apps and more. People who like your Page and their friends can get updates in News Feed. 

A post is a story you share with your audience. You use posts to connect with and engage your audience. Posts can include text, images and video. 

Page Like
People connect with your brand through liking your page. When more people like your Facebook Page it helps you build your reputation, stay connected with the people who support you and find new customers. 

Facebook Advertising Terms

Understanding advertising on Facebook starts with defining these 5 important terms.

Conversion Pixel
A conversion pixel is a tool from Facebook that allows you to track ad effectiveness outside of the Facebook network to other properties on the web. 

News Feed
News Feed is the heart of the Facebook experience. It is where your audience finds the things that matter to them. News Feed is a constantly updating list of stories from the people and Pages your audience follows on Facebook.

Unpublished Page Post
An unpublished Page post is a Page post ad that is targeted to a specific audience and does not appear on your Page’s Timeline. It only appears in the News Feed of the people you are targeting with your ad.

ROAS (Return on Ad Spend)
Return on Ad Spend is a metric used to measure the effectiveness of a Facebook marketing campaign. We prefer to measure how much revenue is generated for every dollar spent on Facebook advertising.

Right-Hand Column
Right-Hand Column refers to ads on a desktop that do not appear in News Feed, but instead appear on the right hand side of the Facebook desktop experience. RHC ads do not appear in mobile.

Conversion Lift
Facebook Conversion Lift enables advertisers to determine the additional business driven online or offline from people reached by Facebook ads across devices. Conversion Lift leverages a scientific approach used by other industries and uses randomized test and control groups to determine the additional business driven online or offline from people reached by Facebook ads across devices


Core Audiences
Core Audiences are pulled from data related to demographics: geographic demographics, lifestyle/lifestage demographics, purchase-based demographics, etc. This data is pulled from the information shared in your profiles and the behaviors exhibited on the platform.

Custom Audiences
A Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Facebook. There are a variety of options available to you when creating Custom Audiences.

Lookalike Audiences
Lookalike Audiences let you reach new people who are likely to be interested in your business because they're similar to a customer list you care about. When you use Custom Audiences, you can choose to create a Lookalike Audience that targets people who are similar to your Custom Audience list.

Facebook Exchange
Using a demand-side platform (DSP) that you use across other display networks and exchanges, Facebook Exchange lets you target people to see an ad based on other things they have done on the Internet. 

Partner Categories
Partner categories are targeting clusters created by our 3rd party data providers. They are a packaged targeting option to reach people on Facebook based on their off-Facebook activity. These categories are defined by partner data matching.