Meta Ads(Meta advertising)
Advertising
Advertising
Meta Ads is Meta's advertising platform for Facebook, Instagram, Messenger and the Audience Network, managed in Ads Manager.
A campaign has three layers: campaign (objective), ad set (budget, audience, placements) and ad (the creative itself).
With Advantage+, the system makes more of the decisions on targeting, placements and creative combinations. Your steering shifts to offer, creative and the quality of your conversion data.
Without the Pixel or Conversions API the system lacks signals about what happens after the click, so it optimises blind.
In practice
Sticking with one creative. Creative is the biggest variable now; without variation results decay through ad fatigue.
Related terms
- CPMCPM is the cost per thousand impressions of your ad, whether or not anyone clicks.
- FrequencyFrequency is how often the same person sees your ad on average within a period.
- RemarketingRemarketing is advertising to people who previously interacted with your site, app or customer base.
- ROASROAS is revenue generated by your ads divided by what you spend on them. A ROAS of 4 means €4 revenue per euro spent.