Facebook Channel uses the following terms for Facebook and Pixel (event) aggregated data.
Ads Terms in Facebook Channel
| Term | Definition | Details (Aggregation measurement & methodologies) |
|---|---|---|
| Impressions | The number of times your ads were on screen. | - Does not count impressions caused by invalid traffic such as those from bots. - Videos are counted in the same way as images. (However, video ads shown on the Audience Network are counted according to industry standards.) |
| Clicks | The number of times an ad was clicked. | The following clicks are counted: - Link clicks to landing pages (designated by the advertiser) on or off Facebook. - Clicks on your business page profiles or profile pictures. - Comments or shares. - Clicks on media (e.g. photos) to view them in full screen. - Clicks that meet campaign objectives (e.g. Page likes for Page Engagement campaigns). |
| Purchases | The total number of products that have been ordered through your ads. | - Based on the number of purchases made through your store and Naver Pay (KakaoPay support coming soon) - This number is not affected by order cancellations and refunds. |
| Costs | The estimated amount spent on (ads for) a campaign over the specified time period. | Total cost, regardless of whether ads have been billed or paid. |
| Sales | The total revenue generated from orders placed through your ads. | - Based on the sales generated through your store and Naver Pay (KakaoPay support coming soon) - This number is not affected by order cancellations and refunds. |
| CTR (%) | Click-through rate: The percentage of times people clicked on your ads. | (Clicks ÷ Impressions) × 100 |
| CVR (%) | Click conversion rate: The percentage of conversions out of the total number of clicks. | (Conversions ÷ Clicks) × 100 - The number of conversions is shown as [Purchases] on Facebook Channel. |
| ROAS (%) | Return on ad spend: The total return on ad spend from generated sales. | (Sales ÷ Costs) × 100 |
| CPC | Cost per click: The average cost for each link click. | (Costs ÷ Clicks) × 100 |
| CPP | Cost Per Puschase: The average cost of each purchase. | Costs ÷ Purchases |
| Objective | The objective selected for the campaign. | |
| End date | The (tentative) end date selected for the campaign. If there is no end date selected for a campaign, it will show as [Active]. |