Campaign objective
What you tell the platform to optimise for: awareness, traffic, engagement, leads, app promotion or sales. This choice determines who is shown your ad more than your targeting does, so picking traffic when you want purchases wastes budget.
Related terms
The full advertising console for a platform, where you control objectives, audiences, placements, budgets, creative an…
Advantage+Meta's automated campaign products, where the system chooses audiences, placements and creative combinations with mini…
Attribution windowThe period after seeing or clicking an ad within which a conversion is credited to it, such as seven-day click and one…
Bid strategyHow the platform spends your budget in the auction: highest volume, cost per result goal, bid cap or value optimisatio…
BoostingPaying to promote an existing post from the app itself. Quick, but deliberately limited: fewer objectives, coarse targ…
Budget pacingHow evenly spend is spread across a day or campaign. Platforms deliberately hold back budget for better opportunities …
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