Glossary — Key Terms and Metrics
Last updated: April 18, 2026
Essential terminology and metrics for Wevion, organized by category.
Platform Terms (A-Z)
Ad Account A Meta advertising account holding campaigns, billing, and spending limits. Each operates independently. Understanding Your Ad Accounts
Business Manager Meta's organizational layer above ad accounts. Manages multiple ad accounts, pages, pixels, and user permissions. Connecting one grants access to all its assets.
Catalog A structured product feed on Meta powering Dynamic Product Ads (DPA). Working with Catalogs and Product Sets
Creative Hub Wevion's built-in media library and AI-powered creative generation toolkit. Use it to store, organize, and generate ad images, videos, and audio without leaving the platform. Creative Hub Overview — Your Media Library
Fan Page The Facebook Page used as the public identity behind your ads. Every ad on Meta must be published through a Fan Page. In Wevion, you assign a Fan Page when creating campaigns so your ads appear under that page's name and profile picture. Managing Fan Pages
Pixel A small piece of JavaScript code installed on your website that sends visitor and conversion data back to Meta. Pixels track actions such as page views, add-to-cart events, and purchases. Wevion uses pixel data to attribute conversions to the correct campaigns and calculate return on ad spend. Setting Up Pixels
Postback A server-to-server method of reporting conversions, commonly used with affiliate tracking platforms. Instead of relying on browser-based pixels, a postback fires directly from the tracking server to Meta (or Wevion) when a conversion occurs. This approach is more reliable in environments where cookies or browser tracking may be blocked.
Rules Automated actions that Wevion executes when your campaigns meet (or fail to meet) specified performance conditions. For example, you can create a rule to pause any ad set where cost per conversion exceeds a threshold, or to increase budget when ROAS is above target. Rules run on a schedule and help you manage campaigns at scale without manual intervention.
Session Your isolated workspace within Wevion. All campaigns, analytics, and settings are scoped to your session, ensuring complete data separation between users and teams.
Token An OAuth access credential that authorizes Wevion to read and manage your Meta ad accounts on your behalf. Tokens are created when you connect your Meta account through Wevion's connection flow.
Long-Lived Token A token with an extended validity period of approximately 60 days. Wevion automatically refreshes long-lived tokens before they expire so your connection to Meta remains uninterrupted. If a token refresh fails, you will receive a notification prompting you to reconnect.
Performance Metrics
Cost Metrics
CPC (Cost Per Click) The average amount you pay each time someone clicks your ad. Calculated as total spend divided by total clicks. Lower CPC means you are acquiring traffic more efficiently.
CPM (Cost Per Mille) The cost per 1,000 impressions. CPM reflects how much you pay to show your ad one thousand times, regardless of whether anyone clicks. It is the standard pricing unit for awareness and reach campaigns.
Cost Per Conversion The average cost to acquire one conversion event (purchase, lead, registration, etc.). Calculated as total spend divided by total conversions. This is often the single most important efficiency metric for direct-response campaigns.
Spend The total amount of money charged by Meta for delivering your ads during a given period. Spend is reported in your ad account's currency.
Engagement Metrics
Clicks The total number of clicks on your ad, including link clicks, clicks on media, and other interactions. For a narrower measure, see Outbound Clicks.
CTR (Click-Through Rate) The percentage of impressions that resulted in a click. Calculated as (clicks / impressions) x 100. A higher CTR generally indicates that your creative and targeting are resonating with your audience.
CTR Outbound The click-through rate calculated using only outbound clicks (clicks that take the user away from Meta to your website or landing page). This metric filters out clicks on reactions, comments, shares, and profile visits, giving a cleaner picture of traffic generation.
Frequency The average number of times each person in your audience has seen your ad. High frequency can indicate ad fatigue, leading to diminished performance and higher costs over time.
Impressions The total number of times your ad was displayed on screen. One person may generate multiple impressions if they see the same ad more than once.
Outbound Clicks Clicks that direct users off Meta's platform to an external destination such as your website or landing page. This metric excludes engagement clicks (likes, comments, shares) and is a more precise indicator of traffic driven to your funnel.
Reach The number of unique people who saw your ad at least once. Unlike impressions, reach counts each person only once regardless of how many times they were shown the ad.
Unique Clicks The number of unique people who clicked your ad. If the same person clicks twice, it counts as one unique click but two total clicks.
Unique CTR The percentage of unique people reached who clicked your ad at least once. Calculated as (unique clicks / reach) x 100.
Revenue Metrics
Conversions The total number of desired actions completed by users after interacting with your ad. What counts as a conversion depends on your pixel events or postback configuration — it could be a purchase, a lead form submission, an app install, or any other tracked event.
Revenue The total monetary value generated from conversions attributed to your ads. Revenue data flows into Wevion either through Meta's pixel value tracking or through server-side postbacks from your tracking platform.
ROI (Return on Investment) A profitability metric calculated as ((revenue - spend) / spend) x 100, expressed as a percentage. An ROI of 150% means that for every dollar spent, you earned $1.50 in profit. ROI accounts for costs, making it a true profitability indicator.
ROAS (Return on Ad Spend) The ratio of revenue generated to money spent on ads. Calculated as revenue / spend. A ROAS of 3.0 means you earned $3 for every $1 spent. Unlike ROI, ROAS does not subtract costs — it is a gross return multiple.
Campaign Structure Terms
Ad The individual creative unit that users see. An ad consists of media (image, video, or carousel), copy (primary text, headline, description), a call-to-action button, and a destination URL. Ads live inside ad sets.
Ad Set A group of ads that share the same targeting, placement, schedule, and budget (when using ABO). Ad sets sit between campaigns and ads in Meta's hierarchy.
ABO (Ad Set Budget Optimization) A budget strategy where you set a daily or lifetime budget on each individual ad set. This gives you direct control over how much each audience segment receives but requires more manual management.
Campaign The top level of Meta's advertising hierarchy. A campaign defines the marketing objective (conversions, traffic, awareness, etc.) and, when using CBO, holds the budget. Each campaign contains one or more ad sets.
CBO (Campaign Budget Optimization) A budget strategy where the budget is set at the campaign level and Meta's algorithm distributes spend across ad sets automatically based on performance. CBO reduces manual budget allocation but gives less granular control over individual ad set spend.
Objective The goal you select when creating a campaign, such as conversions, traffic, engagement, or brand awareness. The objective tells Meta's delivery system what outcome to optimize for when choosing who sees your ads.
Billing Terms
Daily Budget The average amount you are willing to spend per day on a campaign or ad set. Meta may spend up to 25% more on high-performing days and less on others, but your weekly average will not exceed the daily budget multiplied by seven.
Lifetime Budget A fixed total budget for the entire duration of a campaign or ad set. Meta paces delivery to spend the full amount evenly across the scheduled flight dates.
Subscription Plan Your Wevion account tier, which determines feature access, the number of connected ad accounts, team member slots, and resource quotas. Wevion offers three plans: Starter, Pro, and Agency. Creating Your Account and Starting the Free Trial
AI Credits The currency used exclusively for AI Chat assistant conversations. Credits are consumed based on token usage per message exchange. Creative generation (images, videos, avatars, TTS) is billed separately via per-generation costs charged to team balance. Understanding AI Credits