Learn Digital Advertising - AdAdvisor Docs

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.

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

​Browse by category