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Checking of the entire website to make sure you instantly spot and fix any technical issues that can undermine your rankings.

The average length of time a visitor spends accessing your site within a specified time period.

A backlink is a hyperlink that links from a web page, back to your own web page or website. Also called an Inbound Link (IBL), these links are important in determining the popularity (or importance) of your website.

The number of people who visit your site but leave after only viewing one page. This is determined by a complicated formula that is dependent on the page and its goals.

These occur when there are changes to a site structure. They must be monitored constantly as rankings can be affected.

A file that tells Google to ignore external links (often links from poor quality sites)

A measure of the power of a domain name and is one of many search engine ranking factors. Domain Authority is based on three factors: age, popularity and size.

A file where you can list the web pages of your site to tell Google and other search engines about the organisation of your site content. Search engine web crawlers read this file to more intelligently crawl your site.

Link building is the process of creating and/or facilitating inbound links to a given website. To search engines, inbound links are like "votes" for a website. The more "votes" 'you get, the more a search engine will trust your website, which increases the likelihood that your site will rank higher in the search results.

The average amount of pages a single visitor has viewed before leaving the website e.g. if the visitor navigated to 3 pages, the page per session equals 3.

The number of pages that users have viewed and navigated to.

A number (or a combination of numbers) indicating where internet searchers see your site on Search Engine Results Pages (SERPs).

Domains or websites that do not score well based on link profiles.

A file that indicates those pages of your site you don't want to be accessed by search engine crawlers. Often a broken link that cannot be fixed will appear in this file.

The total number of visits to your website.

Internet users who have not previously or recently visited your site are considered new/unique visitors.

A value that indicates how visible your website is in search engines for a certain keyword or range of keywords. The higher a site's visibility, the more likely it'll be discovered by internet searches.

The amount of times your website is accessed (traffic to your site).


A randomized experiment where you choose a variable and select two variations of that variable to test.

Controls your total ad costs by pausing your ads when the limit is reached. Your ads will stay paused until you change this limit.

Shows the number of events measured per day for the last seven days that could be attributed to people who saw your ads. This helps you understand the behaviour of people who have recently visited your site and to identify any problems with how your events are set up.

The third level of a campaign structure where you define your creative, or what appears in your ads: photos, videos, copy, links and more.

Where your ads will appear

The media you create for your audience. When you create a Facebook ad, you'll choose its creative media (images or videos), text, links and call-to-action button.

The second level of a campaign structure where you choose your audiences, your ad schedule, where your ads appear and how much you'll pay.

A tool designed to give you full control of the types of ads you run, their format and the audiences they reach. Additionally, it allows for more granular settings for scheduling and budgeting. The Ads Manager interface is connected to your Facebook account. You can navigate to Ads Manager from your home page.

The estimated total you've spent on your campaign, ad set or ad during its schedule. This number should always be less than your budget.

A tool you can use to extend your Facebook and Instagram campaigns to thousands of other websites and apps. Audience Network ads use the same targeting, auction, delivery and measurement systems as Facebook ads.

Indicates whether your audience may be too broad or too specific. Ideally, your audience should be defined, meaning it's specific enough to reach the people most likely to be interested in your ad and not so specific that your audience is difficult to reach.

Allows you to send Facebook information that your customers have already provided to your business during processes such as checkout (purchase amount and currency, for example). Facebook uses the hashing process to transform information for security reasons. Facebook can then use hashed identifiers to better match people who visit your website with people on Facebook, which can lead to more attributed conversions for your Facebook campaigns and a larger Custom Audiences.

Your ad will run on all the Facebook platforms. Facebook will allocate your budget across multiple platforms. Automatic placements are typically the most efficient use of a budget because they provide Facebook with the flexibility to get the best results.

Objectives that generate interest in your business, product or service.

Your ads appear in apps and on websites in the Audience Network. Audience Network supports banner ads, interstitial ads and native ads.

The maximum amount you're willing to spend on a campaign on average each day or over the lifetime of your scheduled ads.

A series of ad sets and ads that aim to accomplish a single objective, such as generating leads or increasing the number of app installs.

The first level of a campaign structure. Here, you choose an objective for your ad, or what you want your ad to accomplish.

Which results matter to you. The correct objective will help Facebook better understand the results that you want to see and help you get the most out of your investment.

A number that represents how likely it is that we'd get the same results if you ran the test again.

Objectives that encourage people to learn more about what your business offers.

Objectives that encourage people who are interested in your business to purchase or use your product or service.

A created audience specified by location, demographics, interests and behaviours. Your ad will appear to people who match those characteristics. The default selection in Ads Manager.

Indicates how cost efficiently you achieved the objectives that you set in your ad campaign. It is the ratio of total amount spent to number of results.

Lets you find people on Facebook who are already aware of your business. An audience that lets you show ads to people who may already interact with your business. Maybe they've reacted to your Facebook Page posts, purchased products on your website, downloaded your app or visited your shop.

"Allow you to segment your event information based on values, event types, custom information fields and other characteristics for more detailed reporting in Ads Manager. The most common custom conversion is a URL-based custom conversion. This means that you can create a custom conversion that tracks people who visit a specific page on your website."

Files from your Customer Relationship Management (CRM) or Point of Sales (POS) systems, email address lists or other sources of customer information.

Actions that fall outside those covered by Facebook's standard events. You can create and capture custom events by adding them to the website code, just like standard events. Custom events can be named anything other than standard event names.

The average amount that you’re willing to spend on an ad set or campaign each day. A daily budget is the default selection.

The number of people that we estimate you'll reach in your audience, based on factors such as your bid and budget. The higher your budget, the higher your potential reach. Daily reach is different from potential reach, which estimates how many people you could reach based on factors such as audience and placement.

This estimate is based on your campaign objective. For example, if your objective is Conversions, we'll estimate the number of conversions you can achieve based on your campaign performance and estimated daily reach. You'll also see conversions listed below reach.

The tab where you can measure and optimize ad campaigns that use your pixel event information.

The current status of your campaign, ad set or ad delivery, depending on the tab you've selected.

Choose where your ad will appear on Facebook, Instagram, Messenger or WhatsApp, or any combination.

The date that your campaign is scheduled to stop running. For example, if you set an end date when you scheduled your ad set, this column would display that date. If you did not choose an end date, this column would say Ongoing.

A summary of errors, if any, that you can fix.

When your budget is split evenly among your ad sets

The total number of events your pixel received.

Reach people who have interacted with your Page, videos, lead ads and full-screen experiences on Facebook.

Your ads appear in the desktop News Feed or the mobile News Feed

Your ads appear in the right column across Facebook. Right column ads only appear to people browsing Facebook on their computer

Information that you share with Facebook that is turned into short fingerprints that are impossible to reverse. When you share your customer list, it's hashed locally in your browser before it's uploaded to Facebook. In addition to information that you provide, we can also hash pixel, SDK, CRM or transaction activity to match against a potential audience in our system.

The number of times your ads were on screen.

An action that requires someone to click something (for example, an Add to Cart or Purchase button).

Your ads appear in the desktop feed and the mobile feed.

Instagram Stories ad placement

Your ads appear in Instant Articles within the Facebook mobile app and Messenger.

Your ads appear as short videos that run before, during or after video content (pre-roll, mid-roll, post-roll) in a video player on a website.

Your ads appear as short videos in both Facebook Live video and Video on Demand on Facebook.

A specified amount that you’re willing to spend over the entire runtime of your ad set or campaign. You won't be charged more than your lifetime budget for your ad set's results.

New people who are likely to be interested in your business because they're similar to your best existing customers. Facebook will identify the common qualities of your existing customers (demographic information or interests) and find similar people. You can use multiple Lookalike Audiences at the same time for a single ad set.

Your ads appear on the Marketplace home page or when someone browses Marketplace in the Facebook app on their phone.

Messenger Inbox ad placement" Your ads appear in the Home tab of Messenger

Your ads appear in people's Stories in Messenger

Use Facebook ads to engage with people based on their interactions with your apps.

The name you gave your campaign, ad set or ad.

An action that can be recorded when someone lands on a certain page, such as a confirmation page after they complete a purchase.

"A few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads more relevant to your audience. You can use a pixel to capture specific events or actions that happen on your website as a result of Facebook ads or organic reach."

Where your ads will appear

An estimate of how many people are in an ad set's audience. This estimate updates as you make selections for your ad set. This information can help you understand how your audience and placement choices may affect the number of people you could reach.

An estimate of the number of people who saw your ads at least once.

The number of times that your ad achieved an outcome, based on the objective and settings that you selected.

Your ads appear as videos that people can watch in exchange for a reward in an app (such as in-app currency or items).

A Custom Audience created with your pixel information, your mobile app information or fans of your Facebook Page.

Lets you compare the success of the variables of your campaign so you can adjust your campaigns accordingly. Allows you to create multiple ad sets and test them against each other to see which strategies produce the best results.

Your ads appear as messages delivered directly to people who have existing conversations with you in Messenger.

Actions that Facebook recognizes and supports across ad products, such as: complete registration, search and add to wish list. You can use events to capture conversions, optimize for conversions and build audiences if you add the appropriate code to your website.

Your ads appear to people browsing stories on Facebook and Instagram.

The switch that turns your campaign, ad set or ad on or off.

This is how effectively your information has been matched to people on Facebook.

Reach existing customers and other people who have shown an interest in your business by visiting your website.

When you assign a percentage of your budget to each ad set.

The ad set that performed the best. Facebook determines the winning ad set by comparing the cost per result of each ad set or ad based on your campaign objective. Based on the information from your test, Facebook simulates the performance of each variable tens of thousands of times to determine how often the winning outcome would have won.


Average cost-per-click is the amount you've paid for your ad divided by its total clicks. If your ad receives 2 clicks, one costing R0.20 and one costing R0.40, your average CPC for those clicks is R0.30.

Average cost-per-thousand impressions (CPM) is the average amount that you've been charged for 1,000 impressions.

Your bid strategy type is how you've chosen to set bids for your ads. Strategies can be manual or automated, depending on your performance goals. You can change your bid strategy type at any time.

When someone clicks your ad.

Conversion value is the sum of conversion values for your conversions. This metric is useful only if you entered a value for your conversion actions.

Conversion value per cost measures your return on investment. It’s the conversion value divided by the total cost of all ad interactions. Also known as ROAS

"Conversions" shows the number of conversions you received after ad interactions (such as text ad clicks or video ad views)

Cost is the sum of your spend during a period.

Cost per conversion shows the average cost of a conversion. It’s your cost divided by your conversions.

Clickthrough rate measures how often people click your ad after it's shown to them, which can help you understand the effectiveness of your ad.

An impression is counted each time your ad is served. Impressions help you understand how often your ad is being seen.

"Search impression share" is the impressions you’ve received on Google search sites divided by the estimated number of impressions you were eligible to receive.

"Search lost impression share (budget)" estimates how often your ad didn't show on Google search sites due to low budget.

"Search lost impression share (rank)" estimates how often your ad didn't show on Google search sites due to poor Ad Rank.

A view is counted when the following occurs, and varies by format: a person watches 30 seconds of your video (or the duration, if it's shorter than 30 seconds) or interacts with your video.