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Top Facebook PPC Terms You Need To Know! 

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New to pay-per-click advertising (PPC)?

Learning the terminology that goes along with Facebook advertising campaigns is a great way to get started.  

If acronyms or technical terms intimidate you, we have you covered. Our team has put together this glossary of the most popular Facebook PPC terms that will help you better understand how Facebook advertising campaigns are measured – so you know how well they’re working for you. 


Impressions are the number of times a user viewed your ads on-screen (either desktop or mobile). 

How Impressions are Used

Impressions measure how often your ads were on screen for your target audience. This information can tell how many times a user has viewed our PPC ads. This lets you know how often prospective staffing industry clients or candidates have seen your ads. This metric is also great for judging how your brand awareness is improving.  

How Impressions are Calculated

An impression is calculated as the number of times an ad is viewed for the first time on screen. For example, if a person sees an ad and scrolls down but then scrolls back up to take another look, that counts as 1 impression. If an ad appears two separate times on screen in a day, that counts as 2 impressions. Although Audience Network ads are an exception to this rule, impressions are counted the same way for ads containing images and video. This means an impression will be counted regardless of whether the video plays. 

Views from bots and non-human traffic are not counted as impressions. 


Reach refers to the number of people who viewed your ads at least once. It’s different from impressions because impressions may include multiple views of your ads by the same audience. Reach tells you the number of unique views for your ad.  

How Reach is Used

Reach helps with brand awareness. You can gauge how many people were exposed to your ads during a campaign by measuring reach. Although viewers may not always click on your ad, they may be more likely to engage with your business in the future after seeing your message.  

How Reach is Calculated

Reach is calculated using sampled data. By looking at a representative sample of the data, you can perform a highly accurate analysis much faster than if you looked at the entire data set. 

Clicks (All)

The number of clicks on your ads. This metric counts multiple types of clicks on your ad, including interactions with the ad itself, links to other destinations, and links to expanded ad experiences. The metric lets you know how people interact with your PPC ads and how many people take further action by clicking on the ad.  

How Clicks (All) are Calculated

Clicks (All) includes: 

  • Link Clicks 
  • Clicks to your business page profile or profile picture 
  • Post reactions (such as likes or loves) 
  • Comments or shares 
  • Clicks to expand the ad to full screen 
  • Clicks that act as “calls to action” (such as liking your Page for a Page engagement campaign) 

Page Likes

The number of Page likes on your Facebook Page attributed to our PPC ads. Facebook Page Like Campaigns promote our client’s business pages with the goal of getting users to like their page. This helps our clients expand their following and increases the number of future organic impressions on posts made by DMAs.  

How Page Likes are Used

When users like your Facebook Page, they can follow Page posts to stay informed about your business. We can also use geographic and demographic insights about the people who like your Page to make future marketing decisions. 

How Page Likes are Calculated

This metric counts Facebook Page likes attributed to our ads. It counts two likes: those that occur directly on your Page and those that occur on the Page Likes button in your ad. 

Post Engagements 

Post engagements are the total number of actions that viewers perform involving your ads on Facebook.   

How Post Engagement is Used

People are more likely to interact with ads that are relevant to them. Good engagement indicates your ad is relevant to your target audience. Measuring post engagement allows you to measure these interactions and compare them to other ads or campaigns. 

Post engagement indicates that ads are relevant to your target audience, which helps ads perform better. When people see ads that are relevant to them, they’re more likely to interact with those ads. This metric lets you measure these interactions and compare them with engagement on previous ads or campaigns. 

How Post Engagement is Calculated

Post engagement includes all actions that people take involving ads while they’re running. Post engagements can consist of actions such as post reactions (like, love, care, haha, wow, sad, angry), comments, shares, offer claims, photo or video views, or link clicks. 

Post Engagement Breakdown Metrics

  • Post Shares 
  • Post Reactions 
  • Post Saves 
  • Post Comments
  • Page Likes 
  • Post Interactions 
  • 3-Seconds Video Plays 
  • Photo Views 
  • Link Clicks 

Interested in Learning More About PPC Marketing? 

If you have any further questions about the definitions above, or need help running Facebook PPC ads you can contact our pay-per-click advertising team at [email protected], and we would be happy to discuss your marketing needs with you.

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