Human Agency Paid Media Glossary


Advertising, site analytics, and really the entire internet are pretty confusing. We’ve made a little glossary here to help make sense of some of the jargon you might see and have questions about. Let us know about any additional ones you would like included.


Website Performance

Bounce Rate - The percentage of site visitors who exit your site without taking any action on the first page (aka the landing page).

New Users - Number of unique visitors who had not previously been to your website.

Pages/Session - The average number of pages within your website a viewer looks at in 1 visit.

Traffic Source - How people are getting to the website (i.e. through a Facebook post link).

Users - Number of unique visitors in a given period of time.

Ad Performance

Ad Recall - Data provided by Facebook indicating the likeliness the viewer will remember the ad after 2 days. This is measured by a combination of:

•Ad reach (number of unique people reached)

•How much time people spend watching the ads

•The historical relationship between the attention people give ads and how likely they are to remember it

•Results of surveys on the likelihood of recall based on historical surveys

Amount Spent - Week - The amount spent on ads in the past week, Monday to Sunday.

Amount Spent - Life(time) - The total amount spend in your campaigns with Human Agency.

Avg. Reach / Ad - The average number of unique users each ad is shown to.

Avg. Relevance Score - Data provided by Facebook indicating how well an ad resonates with the audience it reaches. Relevance scores increase when ads resonate with the audience we target. Higher relevance scores reduce the cost of ad delivery.

CPC - Cost per Click (USD)

CPM - Cost per 1000 impressions

CTR - Click Thru Rate (# Clicks divided by # Impressions)

Engagements - Facebook term for an interaction with your ad. Could be a post reaction, share, like, or comment.

Frequency - The average number of times each unique user sees your ad (# Impressions divided by Reach).

Impressions - How many times an ad is seen.

Link Clicks - The number of times the link attached to your ad is clicked.

Purchase Conversion Value - The total value of all the purchases attributed to your ads.

Reach - The number of unique users an ad is shown to.

ROAS - For conversion campaigns, this is the Purchase Conversion Value divided by the Amount Spent.

Video Views - The number of times a video ad is viewed to completion or for more than 15 seconds.