The definitive Meta (Facebook/Instagram) advertising terminology reference on ArjanKC.com.np — structured for practitioners, students, and AI citation. Each term links to our dictionary where a full definition exists.
Related: Marketing Metrics Hub · Facebook Ads Nepal · Meta CAPI Setup Guide · Lookalike Audiences Guide
Campaign structure
| Term |
Definition |
Dictionary |
| Campaign |
Top-level container — sets objective and budget |
Facebook Ads |
| Ad Set |
Targeting, placement, budget, and schedule settings |
Facebook Ads |
| Ad |
Creative unit — image, video, carousel, or collection |
Facebook Ads |
| Campaign Budget Optimization (CBO) |
Meta distributes budget across ad sets automatically |
— |
| Advantage+ Campaign |
Automated campaign type — Meta controls targeting and creative |
— |
| Learning Phase |
Initial period (~50 events) where delivery is unstable |
— |
Hierarchy
Campaign (objective + budget)
└── Ad Set (audience + placement + schedule)
└── Ad (creative + copy + CTA)
Objectives
| Objective |
Goal |
Best for Nepal |
| Awareness |
Reach and brand recall |
New brand launches, festival campaigns |
| Traffic |
Website/landing page visits |
Content promotion, blog traffic |
| Engagement |
Post likes, comments, shares, event responses |
Community building, Dashain posts |
| Leads |
Lead forms, messages, calls |
Service businesses, real estate |
| App Promotion |
App installs and events |
Mobile apps, fintech |
| Sales |
Conversions, catalog sales |
E-commerce, online stores |
Targeting
| Term |
Definition |
Dictionary |
| Custom Audience |
Retarget website visitors, customer lists, or engagers |
Custom Audience |
| Lookalike Audience |
New users similar to your best customers |
Lookalike Audience |
| Saved Audience |
Manual targeting by demographics, interests, behaviors |
— |
| Advantage+ Audience |
Meta ML expands beyond your targeting inputs |
— |
| Retargeting |
Ads to people who previously interacted with your brand |
Retargeting |
| Remarketing List |
Specific audience segment for retargeting |
Remarketing List |
| Dynamic Remarketing |
Ads showing exact products a user viewed |
Dynamic Remarketing |
| Interest Targeting |
Target by hobbies, pages liked, behaviors |
— |
| Geographic Targeting |
Target by city, region, or radius |
— |
Nepal targeting tips: Lookalike Audiences Guide — seed with wallet-confirmed purchasers, expand 1–3% for Valley, 3–5% for national reach.
Tracking and measurement
| Term |
Definition |
Dictionary |
| Meta Pixel |
Browser-side JavaScript tracking snippet |
Meta Pixel |
| Conversions API (CAPI) |
Server-side event tracking to Meta |
Conversions API |
| Event Match Quality (EMQ) |
Score (0–10) of how well events match user profiles |
Conversions API |
| Aggregated Event Measurement (AEM) |
iOS 14.5+ event prioritization (max 8 events) |
— |
| SKAdNetwork |
Apple’s privacy-preserving attribution for iOS apps |
SKAdNetwork |
| iOS ATT |
App Tracking Transparency prompt on iOS |
iOS ATT |
| View-Through Conversion |
Conversion after ad view (no click) within attribution window |
View-Through Conversion |
| Attribution Window |
Days after click/view that conversions are credited |
Attribution Model |
| Offline Event Set |
Upload offline conversions (phone sales, in-store) |
— |
Setup guides: Meta CAPI Setup · Conversion Tracking Mastery
Bidding and budget
| Term |
Definition |
Dictionary |
| CPM |
Cost per 1,000 impressions |
CPM |
| CPC |
Cost per click |
CPC |
| CPA |
Cost per conversion/action |
CPA |
| CPL |
Cost per lead |
CPL |
| Cost Per Install (CPI) |
Cost per app install |
Cost Per Install |
| ROAS |
Return on ad spend |
ROAS |
| Frequency Cap |
Maximum times one person sees your ad |
Frequency Cap |
| Ad Fatigue |
Performance decline from over-exposure |
Ad Fatigue |
| Daily Budget |
Maximum spend per day per ad set/campaign |
— |
| Lifetime Budget |
Total spend over a defined date range |
— |
| Bid Strategy |
How Meta spends budget (lowest cost, cost cap, bid cap) |
Bid Strategy |
| Format |
Description |
Best for |
| Single Image |
One static image + copy |
Simple offers, lead gen |
| Video |
In-feed video (15–60 seconds) |
Storytelling, product demos |
| Carousel |
2–10 swipeable cards |
Multiple products, step-by-step |
| Collection |
Cover image/video + product grid |
E-commerce catalog |
| Instant Experience |
Full-screen mobile landing page |
Immersive brand stories |
| Reels Ads |
Vertical video in Reels feed |
Short-form, younger audiences |
| Stories Ads |
Full-screen vertical between Stories |
Urgency, limited offers |
| Lead Ads |
In-platform form — no landing page needed |
Quick lead capture |
| Click-to-WhatsApp |
Opens WhatsApp conversation |
Nepal — preferred contact method |
| Click-to-Messenger |
Opens Messenger conversation |
Customer support, bookings |
Platform comparison: TikTok vs Instagram Reels Nepal
Placements
| Placement |
Platform |
Notes |
| Facebook Feed |
Facebook |
Highest volume in Nepal |
| Instagram Feed |
Instagram |
Strong for lifestyle/fashion |
| Instagram Reels |
Instagram |
Fastest-growing placement |
| Instagram Stories |
Instagram |
Full-screen, swipe-up |
| Facebook Stories |
Facebook |
Lower volume than IG Stories |
| Audience Network |
Third-party apps/sites |
Lower quality — often excluded |
| Messenger |
Messenger |
Click-to-message ads |
| Marketplace |
Facebook |
E-commerce product ads |
Recommendation for Nepal: Start with Facebook Feed + Instagram Feed + Reels. Exclude Audience Network until account is optimized.
Key metrics
| Metric |
Formula |
Benchmark (Nepal) |
| CTR |
Clicks ÷ Impressions |
1.0–2.5% (Feed), 0.5–1.0% (Reels) |
| CPC |
Spend ÷ Clicks |
NPR 3–15 (Feed), NPR 1–5 (Reels) |
| CPM |
(Spend ÷ Impressions) × 1000 |
NPR 100–400 |
| CPA |
Spend ÷ Conversions |
NPR 200–1,500 (varies by industry) |
| ROAS |
Revenue ÷ Ad Spend |
3×+ for e-commerce profitability |
| Frequency |
Impressions ÷ Reach |
Keep below 3.0 to avoid fatigue |
| Relevance Score / Quality Ranking |
Meta’s ad quality assessment |
Above average target |
Calculator: ROAS Calculator Guide · Marketing Metrics Calculators Hub
Brand safety and policy
| Term |
Definition |
Dictionary |
| Brand Safety |
Controls preventing ads appearing near harmful content |
Brand Safety |
| Ad Review |
Meta’s automated + manual ad approval process |
— |
| Account Quality |
Meta’s assessment of advertiser compliance |
— |
| Policy Violation |
Ad or account flagged for breaking Meta policies |
— |
| Learning Limited |
Ad set cannot exit learning phase (< 50 events/week) |
— |
| Term |
Definition |
Dictionary |
| Facebook Ads |
Ads running on Facebook platform |
Facebook Ads |
| Instagram Ads |
Ads running on Instagram (managed via Meta Ads Manager) |
Instagram Ads |
| Boost Post |
Simple one-click promotion — limited targeting |
Instagram Ads |
| Business Manager |
Meta’s organization tool for managing ad accounts, pages, pixels |
— |
| Ads Manager |
Primary interface for creating and managing campaigns |
— |
| Commerce Manager |
Product catalog and shop management |
— |
