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Glossary

What delivery does to a live ad.

4 terms Updated 20 August 2026

Delivery terms describe what Meta's auction does to an ad after it goes live: the learning phase it spends gathering conversions, the frequency at which one person keeps seeing it, the fatigue that follows, and the auction overlap between an advertiser's own ad sets. AdOps watches these signals and acts on them by rule.

These are the reasons a campaign changes behaviour without anyone touching it.

Every delivery term, alphabetically

Ad fatigue
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.
Auction overlap
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.
Frequency
Frequency in Meta Ads is the average number of times each person in the reached audience saw an ad during a chosen period, calculated by dividing impressions by reach.
Learning phase
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.
The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected. Sample data
Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators. Read the details

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The other categories

The same glossary, sorted by what each term describes.

All glossary terms

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.

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What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works