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Advertising

What is Meta Ads (Facebook + Instagram)?

Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp.

Detailed definition

Meta Ads is advertising targeted by demographics and interests that users come across while scrolling their feed. Campaign objectives: awareness, traffic, engagement, leads, app promotion and sales. The creative (static images, carousels, Reels video) largely decides the result. Conversions are measured with the Pixel and the Conversions API (CAPI). Audience types: saved, custom (for example from an email list) and lookalike audiences.

Examples

  • A cosmetics brand reaching a young female audience with an Instagram Reels ad.

Related terms

Meta Pixel JavaScript code that reports visitor behaviour on your site to Meta. Used for building audiences and conversion optimisation. CAPI (Conversions API) A way of sending conversion data to Meta from the server; it complements the browser-based Pixel. Lookalike Audience An audience of new users who resemble your existing customers; built from a customer list in Meta Ads. Lead Form Ads A format in which the user fills in the form inside the ad when they click it, without going to the site. CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition.
Category Advertising

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If you would like to discuss how Meta Ads (Facebook + Instagram) applies to your business, we can arrange a short initial call. The first 30-minute call is free.

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From the same category

Other terms in the Advertising category

ROAS (Return on Ad Spend) The revenue returned by an advertising investment — ROAS = revenue ÷ ad spend. CAC (Customer Acquisition Cost) The total cost of winning one new customer — CAC = marketing spend ÷ number of new customers. Performance Max (PMax) Google's AI-driven campaign type — it automates the whole inventory of Search, Display, YouTube, Shopping and Maps in a single campaign. Google Shopping Ads E-commerce ads that appear in Google search results with a product image, a price and the brand. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert. Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types.
See the full glossary →

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