Easy Guide to Facebook Ads Acronyms
CPA, CPM, ROAS … WTF?!
Yes, digital marketing, and more specifically ad buying has LOTS of acronyms we use to describe what’s going on with our ads and in the rest of the industry. Yes, it can get confusing. Hopefully this guide helps you feel a little more prepared for your next meeting.
Facebook Ads Acronyms Glossary
AAM: Auto-advanced matching
ABO: Ad set Budget Optimization
AEM: Aggregated Events Manager (more info on this here)
AOV: Average order value (purchase conversion value ÷ # of purchases)
ATC: Add to Cart
ATT: Apple Tracking Transparency (think iOS14+)
CAPI: Conversion API (Not sure about CAPI? Check out this blog)
CBO: Campaign Budget Optimization
CPA (also called CAC): Cost Per Acquisition (or Customer Acquisition Cost)
CPC: Cost per click (amount spent ÷ number of clicks)
CPM: Cost per 1,000 impressions
CPP/CPA/CAC: Cost per purchase, cost per acquisition, customer acquisition cost (all the same metric)
CTR: Click-thru-rate percentage (link clicks ÷ total impressions)
DPA, DCT: Dynamic product ad/Dynamic creative testing
DTC: Direct to consumer
FBSCA: Facebook Sales Channel App (In Shopify)
FTIR: First-time impression ratio
GA: Google Analytics
GDS: Google Data Studio
GTM: Google Tag Manager
LLA/LAL/LL: Lookalike audience (created in FB Audiences)
LP: Landing Page
LPV: Landing Page View
LTV: Lifetime Value
MER: Marketing Efficiency Ratio (also called Media Efficiency Ratio/Rating)
PUR: Purchase
ROAS: Return on ad spend (amount spent ÷ purchase conversion value). Can be viewed as a percentage or a number
Thumbstop Ratio: The percentage of total impressions on a video ad that users stopped to view at least 3 seconds of (3-second video plays ÷ impressions)
TOFU (TOF)/MOFU (MOF)/BOFU (BOF): Top of funnel (TOFU)/Prospecting, Middle of funnel (MOFU), Bottom of funnel (BOFU)/retargeting
TOS: Time on site
UGC: User-generated content
VC: View Content
WCA: Website custom audience
