Glossary

A/B test: Showing two versions of a page to comparable visitors to see which performs better.

Above the fold: The part of a page visible without scrolling. On phones it's small: roughly a headline, an image and a button.

Ad angle: The specific reason or story an ad uses to sell the product, such as a problem, a benefit or a use case.

Add-to-cart rate: The share of visitors who add a product to the cart.

Advantage+ campaigns: Meta's automated campaign types that decide targeting and placements with less manual input.

Advertorial: An ad written in the style of an article, telling a story before presenting the product.

Attribution window: The time after a click or view within which a purchase is credited to an ad.

Average order value (AOV): Total revenue divided by the number of orders.

Awareness levels: A way to describe how much a visitor knows: unaware of the problem, problem-aware, solution-aware, product-aware or most aware.

Bounce rate: The share of visits that leave without any further interaction.

Bundle: Several products sold together, often at a lower combined price.

Call to action (CTA): The button or link that asks the visitor to take the next step.

Cart permalink: A Shopify link that adds specific products and quantities to the cart in one click, optionally with a discount code.

Checkout abandonment: When shoppers start checkout but don't complete the purchase.

Click-through rate (CTR): The share of people who saw an ad and clicked it.

Conversion rate: The share of visitors who complete a goal, such as a purchase.

Conversions API: A server-to-server connection that sends conversion events to Meta, independent of the browser.

Core Web Vitals: Google's metrics for loading (LCP), responsiveness (INP) and visual stability (CLS).

Cost per acquisition (CPA): Ad spend divided by the number of purchases or other goals.

What Cost per click (CPC) means, why it matters for the page after an ad click, and an example.

What Cost per mille (CPM) means, why it matters for the page after an ad click, and an example.

Creative fatigue: When an ad's performance drops because the audience has seen it too often.

Cross-sell: Suggesting related products that complement what the customer is buying.

CTR vs conversion rate: CTR measures interest in the ad; conversion rate measures what the page does with that interest.

Customer reviews: Ratings and comments from buyers, shown on product or landing pages.

Free-shipping threshold: The order value above which shipping is free.

Frequency: How many times on average a person in the audience saw the ad.

Guarantee: A promise that reduces the buyer's risk, such as money-back, satisfaction or delivery guarantees.

Headline: The main line of text at the top of a page, usually the largest.

Hero section: The first, most prominent block of a page: headline, supporting line, main image and primary button.

Hook: The first seconds or first line of an ad, designed to stop the scroll.

Landing page: The page a visitor lands on after clicking an ad or link. In paid marketing it usually means a page built for one campaign or promise.

Listicle: A page structured as a numbered list of reasons, such as "7 reasons people switch".

Lookalike audience: An audience Meta builds from people similar to a source list, such as your customers.

Message match: How closely a landing page continues what the ad promised and showed: the same benefit, product, offer and look.

Meta Pixel: A browser script that reports page views and actions on your site back to Meta.

Offer: What the visitor gets for buying now: price, discount, bundle, free shipping or a gift.

Page speed: How quickly a page loads and becomes usable, often measured with Core Web Vitals.

Post-purchase upsell: An offer shown after the order is placed, usually one click to add to the same order.

Product page: The page in a shop that describes and sells one product, usually with variants, price and an add-to-cart button.

Product variant: A version of a product, such as a size, colour or flavour, with its own ID in the shop.

Retargeting: Showing ads to people who already visited your site or engaged with your brand.

Return on ad spend (ROAS): Revenue attributed to ads divided by ad spend.

What Revenue per visitor means, why it matters for the page after an ad click, and an example.

Sample size: The number of visitors or conversions a test needs before its result is reliable enough to act on.

Social proof: Evidence that other people use and like a product: reviews, ratings, customer photos, customer counts.

Split test (split URL test): Sending visitors from one link to different page URLs, each visitor always seeing the same version.

Statistical significance: A measure of how unlikely a difference between test versions is to be chance alone.

Sticky button: A button that stays visible at the bottom or top of the screen while the visitor scrolls.

Trust signals: Elements that reduce perceived risk: return policy, guarantees, secure payment, contact details, certifications.

Unique selling proposition (USP): The one thing that sets a product apart from similar products.

Upsell: Offering a higher-value version or an add-on to a customer who is about to buy.

User-generated content (UGC): Photos, videos and reviews made by customers rather than the brand. In ads it also means creator videos in a customer style.

UTM parameters: Tags added to a link (utm_source, utm_medium, utm_campaign, utm_content) that tell analytics where a visit came from.

Value proposition: The core reason someone should buy from you: what they get, for whom, and why it beats the alternatives.