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Glossary
Impressions
The total number of times your ads were displayed. One person may see the same ad multiple times.
Reach
The number of unique people who saw your ad (Meta only). One person counts once regardless of how many times they saw it.
Unique Impressions
The number of deduplicated ad views on programmatic display (StackAdapt). Counted by device/browser, so one person using two devices may count twice.
CTR (Click-Through Rate)
The percentage of people who clicked your ad after seeing it. Higher is better. Calculated as clicks divided by impressions.
CPC (Cost Per Click)
The average cost each time someone clicks your ad. Lower is better.
CPM (Cost Per Thousand Impressions)
The cost to show your ad 1,000 times. A measure of how efficiently your budget is being spent on visibility.
Frequency
The average number of times each person has seen your ad. Higher frequency means more repetition to the same audience.
Post Engagements
Total interactions with your ad on Meta, including likes, comments, shares, and clicks.
Video Views
The number of times your video ad was watched (typically counted after 3 seconds on Meta).
Active Users
The number of unique visitors to your campaign website during the reporting period (from Google Analytics).
Engagement Rate
The percentage of website visitors who interacted meaningfully with your site (clicked, scrolled, spent time).
Sessions
The number of individual visits to your website. One person visiting twice counts as two sessions.