Whether you’re launching your first ad campaign or optimizing a six-figure monthly budget, this section covers the metrics, strategies, and platform features you’ll encounter daily. Each entry includes a clear definition, the formula (where applicable), industry benchmarks, common mistakes, and how AdAdvisor helps you track and improve it.Documentation Index
Fetch the complete documentation index at: https://adadvisor.ai/docs/llms.txt
Use this file to discover all available pages before exploring further.
Browse by category
Core Ad Metrics
ROAS, CPA, CPL, AOV, CPM, CTR, CPC, Impressions, Reach, Frequency, Conversions. The numbers you check every day.
Profitability & Business Metrics
Break-Even ROAS, LTV, CAC, Profit Margin, Blended ROAS, MER. The metrics that tell you if you’re actually making money.
Campaign Structure & Strategy
Campaign Structure, Ad Sets, Ad Creative, CBO, A/B Testing, Scaling, Ad Fatigue. How to organize and grow your ad account.
Targeting & Audiences
Custom Audiences, Lookalikes, Retargeting, Prospecting, Broad Targeting, Interest Targeting. Reaching the right people.
Tracking & Attribution
Meta Pixel, Conversions API, Offline Conversions, Attribution Models, Attribution Windows, View-Through Conversions, UTMs. Measuring what works.
Meta Ads Platform
Advantage+, Shopping Campaigns, Campaign Objectives, Bid Strategies, Ad Placements, Learning Phase. Meta-specific features.
All terms
| Term | Description | Category |
|---|---|---|
| ROAS | Revenue earned per dollar of ad spend | Core Ad Metrics |
| CPA | Cost to acquire one customer or purchase | Core Ad Metrics |
| CPL | Cost to generate one lead | Core Ad Metrics |
| AOV | Average revenue per order | Core Ad Metrics |
| CPM | Cost per 1,000 ad impressions | Core Ad Metrics |
| CTR | Percentage of viewers who click your ad | Core Ad Metrics |
| CPC | Cost for each click on your ad | Core Ad Metrics |
| Impressions | Total number of times your ad was displayed | Core Ad Metrics |
| Reach | Number of unique people who saw your ad | Core Ad Metrics |
| Frequency | Average times each person saw your ad | Core Ad Metrics |
| Conversions | Completed actions (purchases, signups, leads) from your ads | Core Ad Metrics |
| Break-Even ROAS | The minimum ROAS needed to cover your costs | Profitability |
| LTV | Total revenue a customer generates over their lifetime | Profitability |
| CAC | Total cost to acquire one new customer | Profitability |
| Profit Margin | Percentage of revenue that’s actual profit | Profitability |
| Blended ROAS | ROAS across all marketing channels combined | Profitability |
| MER | Total revenue divided by total marketing spend | Profitability |
| Campaign Structure | How campaigns, ad sets, and ads are organized | Strategy |
| Ad Sets | Groups within a campaign that control targeting and budget | Strategy |
| Ad Creative | The images, videos, copy, and CTAs in your ads | Strategy |
| CBO | Campaign Budget Optimization, Meta’s auto budget allocation | Strategy |
| A/B Testing | Running controlled experiments to find what works | Strategy |
| Scaling Ads | Increasing budget while maintaining performance | Strategy |
| Ad Fatigue | Performance decline from overexposing the same ad | Strategy |
| Custom Audiences | Audiences built from your own customer data | Targeting |
| Lookalike Audiences | New audiences that resemble your best customers | Targeting |
| Retargeting | Re-engaging people who already interacted with your brand | Targeting |
| Prospecting | Reaching new people who haven’t engaged with you yet | Targeting |
| Broad Targeting | Letting Meta’s algorithm find your audience | Targeting |
| Interest Targeting | Targeting based on user interests and behaviors | Targeting |
| Meta Pixel | JavaScript tracker that records website actions | Tracking |
| Conversions API | Server-side tracking that bypasses browser limitations | Tracking |
| Offline Conversions | Track phone sales, in-store purchases, and CRM deals | Tracking |
| Attribution Models | Rules for crediting conversions to ad touchpoints | Tracking |
| Attribution Window | Time period for counting conversions after an ad interaction | Tracking |
| View-Through Conversions | Conversions from people who saw but didn’t click your ad | Tracking |
| UTMs | URL parameters that track traffic sources | Tracking |
| Advantage+ | Meta’s AI-powered campaign automation suite | Meta Platform |
| Advantage+ Shopping | Automated e-commerce campaign type | Meta Platform |
| Campaign Objectives | The goal you select when creating a campaign | Meta Platform |
| Bid Strategies | How you tell Meta to spend your budget | Meta Platform |
| Ad Placements | Where your ads appear across Meta’s platforms | Meta Platform |
| Learning Phase | Initial period where Meta optimizes ad delivery | Meta Platform |