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Glossary · 40 terms

The words in the meeting,
defined.

Hook rate, MER, creative fatigue, partnership ads. One plain answer per term, the formula when there is one, and the tool to work it out.

Every term,
A to Z.

#

3-second video playA play of at least three seconds, Meta's base video count.

A

Ad angleThe reason to buy that an ad leads with.
Ad fatigueWhen the same people see an ad too often and stop responding.
Ad naming conventionA fixed pattern for naming ads so reports sort themselves.
Ad-to-product mappingRecording which product and variant each ad features.
Advantage+ shopping campaignsMeta's automated campaign type for online sales.
AI taggingSoftware that labels creatives so they can be searched.
AOVRevenue divided by the number of orders.
Attribution windowHow long after a click or view a sale is credited to an ad.

B

Break-even ROASThe ROAS where an order stops losing money.

C

Carousel adOne ad with several swipeable cards.
Contribution marginWhat an order leaves after its own variable costs.
CPAAd spend divided by purchases or conversions.
CPCAd spend divided by clicks.
CPMWhat 1,000 impressions cost.
Creative briefThe one-page plan a creator works from.
Creative diversityRunning ads that differ in idea, not just in edits.
Creative fatigueWhen a creative stops working because people have seen it.
Creative testingRunning ads side by side to learn what works.
Creator licensingPermission to use a creator's content in ads, and for how long.
CTRClicks divided by impressions.

D

DAMOne searchable home for every creative file.
Dynamic creativeMeta mixes your assets and copy into combinations.

F

FrequencyThe average number of times each person saw your ad.

H

Hold rateThruPlays divided by 3-second plays.
HookThe first seconds of an ad that make someone stop.
Hook rate3-second plays divided by impressions.

I

IncrementalitySales that would not have happened without the ads.
Iteration vs net-new creativeRemixing a winner versus making a fresh concept.

M

MERTotal revenue divided by total ad spend.
Meta Ad LibraryMeta's public search of ads running on its apps.

P

Partnership adsAds that run from a creator's handle together with the brand's.
POASGross profit from ad-attributed orders divided by ad spend.

R

ROASPurchase value divided by ad spend.

S

Static adA single still image ad with no motion.
Swipe fileA saved collection of ads worth learning from.

T

Target ROASThe ROAS that delivers the profit per order you want.
ThruPlayA video play to completion, or to 15 seconds if longer.
Thumbstop ratioAnother name for hook rate: 3-second plays per impression.

U

UGCAds that look and sound like a real customer made them.

The four formulas people look up most

Hook rate3-second video plays / impressionsHold rateThruPlays / 3-second video playsBreak-even ROASAOV / contributionMERtotal revenue / total ad spend

Stop defining it.
Start seeing it.

Fovea tags every hook, angle and transcript on upload and keeps hook rate, hold rate and ROAS beside each linked creative.

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