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A/B test
Comparing two versions of an ad (visual, hook, audience) by changing one variable at a time, then keeping the one that performs. Adwize prepares the variants and lets you approve the test.
Creative & testing[resources]
The Meta Ads glossary
20 terms defined in one or two sentences: what they mean, and what to remember to run your campaigns. The vocabulary Adwize uses in its answers.
Updated 24 August 2026
A
Ad set
The middle level of a Meta campaign: it carries the audience, the budget, the placement and the bid strategy. Ads live inside it.
Campaigns & deliveryAdvantage+
Meta’s family of automations: the algorithm widens the audience or splits the budget on its own. Often the best starting point before you segment.
Campaigns & deliveryAttribution
The time window in which Meta ties a conversion back to your ad — for example 7 days after a click, 1 day after a view. It changes how your numbers read.
MetricsB
Broad targeting
Running with no interest criteria: wide age range, all genders, and the algorithm finds the buyers. Counter-intuitive, but it wins more often than people expect.
Campaigns & deliveryC
Catalog
The structured list of your products sent to Meta, which feeds dynamic ads: every visitor sees the products that concern them.
Campaigns & deliveryCost cap
A bidding instruction: “do not go above this cost per result on average”. Useful to hold a target CPA or CPL without choking delivery.
Campaigns & deliveryCPA (cost per purchase)
What a purchase driven by your ads costs on average: spend divided by the number of purchases. The central metric for ecommerce accounts.
MetricsCPL (cost per lead)
What a contact (form, sign-up) costs you: spend divided by the number of leads. The central metric for lead-generation accounts.
MetricsCPM (cost per mille)
The price of a thousand impressions of your ad. It measures the cost of the audience, not performance: a low CPM with a weak creative is still a bad campaign.
MetricsCreative / variant
The ad itself: visual or video, hook, copy, call to action. A variant changes one or more elements of a winner — the heart of what Adwize does creatively.
Creative & testingCTR (click-through rate)
The share of people who click after seeing your ad. A good signal for the hook — read it alongside the CPA, never on its own.
MetricsF
Frequency
The average number of times the same person has seen your ad. When it climbs and results drop, the creative is fatiguing: time to test a variant.
MetricsI
Instant form
A form that opens inside Facebook or Instagram without leaving the app. Less friction, more leads — to be qualified afterwards.
Campaigns & deliveryL
Learning phase
The period during which the algorithm works out who to show your ad to. Results are unstable there: avoid touching it too often, every major edit restarts it.
Campaigns & deliveryLookalike audience
An audience Meta builds from a source (your customers, your visitors): people who resemble those already buying from you.
Campaigns & deliveryP
Pixel (and Conversions API)
The tracker installed on your site that reports visits and purchases back to Meta. Without it, no reliable optimisation: it is the basis of measurement.
Account & complianceR
Retargeting
Running again to people who already interacted: site visitors, abandoned carts, followers. Warm audiences, often the cheapest to convert.
Campaigns & deliveryROAS (return on ad spend)
The revenue generated for every euro spent on ads: revenue divided by spend. A ROAS of 3 means $3 of sales for $1 of ads.
MetricsS
Special Ad Category
The categories Meta restricts — housing, credit, employment, politics: limited targeting (no gender, widened age, minimum radius). It must be declared, or the account risks rejection.
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