Facebook Advertising Glossary

This is a list of common Facebook (Meta) advertising terms, covering basic results, different campaigns, and audiences.

General:

DTC — Direct to consumer
RTO — Return to Origin
ATC — Add to Cart
CTA — Call to action
CPC — Cost per click
CPM — Cost per Mile
CTR — Click through rate
CPE — Cost per engagement

Funnel:

TOF — Top of the funnel
MOF — Middle of the funnel
BOF — Bottom of the funnel

Campaign types:

DPA — Dynamic product ads
XS — Cross sell
RT — Retargeting
UP — Upsell
ASC — Advantage shopping campaign
ABO — Ad set budget optimization
CBO — Campaign budget optimization

Audience:

CA — Custom audience
LAL— Lookalike
LLA — Lookalike audience

Conversion:

CVR — Conversion rate
AOV — Average order value
CPA — Cost per action
ROAS — Return on ad spend
LTV — Life time value
CLTV — Customer lifetime value
CAC — Customer acquisition cost

Understanding these terms helps advertisers easily use and figure out Facebook ads.