Glossary
Meta Ads, term by term.
The AdOps glossary defines the Meta Ads vocabulary that rule automation depends on — metrics such as ROAS, CPA and CTR, structural terms such as campaign and ad set, delivery terms such as frequency and learning phase, and the automation terms AdOps itself uses. Every entry opens with one sentence you can quote, then the detail behind it.
Each definition below is the whole definition, not a preview. Follow a term for its formula, how AdOps exposes it, and the terms it sits next to.
Coverage
What does the AdOps glossary cover?
Terms an advertiser meets while writing a rule: the numbers a condition reads, the objects an action changes, the delivery behaviour behind both, and the automation vocabulary AdOps uses in the rule builder.
Sample data In numbers
- Terms defined
- 24
- Categories
- 4
- Languages
- English and Bahasa Indonesia
- Last updated
- 20 August 2026
A
- Action frequency Automation
- Action frequency is the cooldown on an automated action: the minimum time that must pass before the same rule may perform the same action on the same item again, regardless of how often the rule itself is evaluated.
- Ad account Structure
- An ad account is the billing and permissions container in Meta Ads: it holds one currency, one payment method, an account ID prefixed with act_, and every campaign run under it.
- Ad fatigue Delivery
- Ad fatigue is the decline in an advertisement's performance caused by the same audience seeing the same creative too many times, typically visible as a falling click-through rate and a rising cost per result while impressions keep accumulating.
- Ad set Structure
- An ad set is the level of a Meta Ads campaign that holds targeting, placements, optimisation and schedule settings, and its own daily or lifetime budget unless the campaign holds the budget instead; it contains one or more ads.
- AOV Metrics
- Average order value (AOV) is the average revenue of one order, calculated by dividing total purchase revenue by the number of purchases recorded in the same period.
- Attribution window Metrics
- An attribution window is the period after someone clicks or views an ad during which a later conversion is still credited to that ad. It is configured on the ad set in Meta Ads Manager, and two different windows can report different ROAS for the same campaign.
- Auction overlap Delivery
- Auction overlap happens when two or more of the same advertiser's ad sets compete for the same person in the same Meta auction; Meta enters only the ad it expects to perform best, so the remaining ad sets lose that delivery opportunity.
- Automated rule Automation
- An automated rule is a saved instruction that checks advertising metrics on a schedule and performs an action when its conditions are true, such as pausing a campaign or raising a budget, without a person present.
C
- Campaign Structure
- A campaign is the top level of the Meta Ads account structure: it holds the advertising objective and, when campaign budget optimization is on, the budget, and it contains one or more ad sets.
- Campaign budget optimization CBO Structure
- Campaign budget optimization (CBO) is a Meta Ads setting that places a single budget on the campaign instead of on each ad set, letting Meta distribute spend across the ad sets it expects to perform best.
- Condition operator Automation
- A condition operator is the comparison inside an automation condition that decides whether a metric's value passes, such as greater than, less than, or equal to a stated threshold.
- Cost per lead CPL Metrics
- Cost per lead is the average advertising cost of acquiring one lead, calculated by dividing ad spend by the number of leads recorded in the same period.
- CPA Metrics
- Cost per acquisition (CPA) is the average advertising cost of one conversion, calculated by dividing ad spend by the number of conversions recorded in the same period.
- CPC Metrics
- Cost per click (CPC) is the average amount paid for one click on an ad, calculated by dividing ad spend by the number of clicks recorded in the same period.
D
- Daily budget Structure
- A daily budget is the average amount a Meta Ads campaign or ad set is allowed to spend per day; Meta may spend more on a high-opportunity day and less on a quiet one, averaging out to the set figure over the week.
- Dayparting Automation
- Dayparting is the practice of restricting advertising activity to particular hours of the day or days of the week, so that budgets, bids or automated actions apply only during the chosen window.
F
L
- Learning phase Delivery
- The learning phase is the period after a Meta ad set is created or significantly edited during which the delivery system is still testing audiences and placements, and Meta documents roughly 50 optimisation events within 7 days as the point an ad set leaves it.
- Lifetime budget Structure
- A lifetime budget is the total amount a Meta Ads campaign or ad set may spend across its entire schedule, rather than a per-day amount, with Meta pacing the spend across the scheduled dates.
- Lookback period Metrics
- A lookback period is the range of past days a reported metric is calculated over, such as the last 7 days or the current month; it decides which data forms the number, not which conversions are credited to the ad.
P
- Purchase ROAS Metrics
- Purchase ROAS is the return-on-ad-spend figure Meta reports for purchase conversions: the purchase conversion value Meta attributes to a set of ads, divided by the amount spent on those ads.
R
Knowing the term is step one. Writing the rule is step two.
Every metric on this page is selectable in the AdOps rule builder, paired with a reporting period and compared against a number you choose. Start from a template and leave it in draft until the figures look right.
