Feature index
Find where an objective, bid strategy, audience type or API field lives — and which module explains it. Every entry links to the platform's own documentation.
43 of 97 features
Split-tests one variable across randomly divided audiences so results are not contaminated by overlap.
A fixed budget per ad set. Use only when spend per segment must be guaranteed.
Where audience, placements, schedule and the optimisation event live.
One budget at campaign level that Meta shifts between ad sets toward whichever is finding results.
Meta treats your targeting inputs as a suggestion and searches beyond them for converters.
Automatic per-person creative variations: crops, music, text and enhancements.
Let Meta allocate delivery across every eligible surface instead of picking manually.
The policy set that decides whether an ad runs at all — read before writing copy, not after rejection.
Prioritised event configuration per domain, limiting how many events can be attributed for opted-out users.
Optimises for installs or in-app events via an attached SDK or MMP.
The click and view window the ad set reports on. Changing it changes the numbers, not the results.
Removing existing customers or overlapping audiences so ad sets stop competing with each other.
Optimises for reach and impressions rather than any on-site action.
A hard ceiling on the auction bid. Maximum control, and the easiest way to underdeliver.
Where the objective, budget strategy and bid strategy are set on Meta.
Product-feed-driven ads that show the right item to the right person automatically.
Holdout-based measurement of incremental conversions rather than attributed ones.
Server-side event delivery that survives ad blockers and cookie limits.
Aim for an average cost per result; the platform may exceed it on individual results.
An audience built from your own data: customer list, site traffic, app activity or engagement.
Interest, behaviour and demographic filters. Increasingly a signal rather than a hard boundary.
Give Meta separate assets and let it assemble combinations per person.
Optimises for messages, video views or post engagement depending on the chosen conversion location.
A score for how well your event parameters let Meta match events to people. Directly affects optimisation.
Where datasets, events, match quality and event configuration are inspected and fixed.
Spend the budget for as many results as possible, with no cost ceiling.
The reporting endpoint behind every Meta dashboard, with its own breakdown and window parameters.
Optimises for form submissions, calls or on-site leads, including instant forms.
The period during which delivery is unstable because the ad set has too little conversion signal.
People who resemble a source custom audience, sized by a percentage of the country's population.
Versioned API surface with published release and expiry dates; calls to an expired version fail.
Browser-side tag that reports on-site events. Easy to install, easy to lose to privacy controls.
Uploading conversions that happen off-site — phone sales, in-store, CRM stages — back to the ad account.
The specific action the ad set is told to buy. Chosen at ad set level, not inherited from the objective.
Matching browser and server copies of one event by shared event_name and event_id.
Bid toward a target return on ad spend; needs reliable purchase values to work.
Vertical full-screen video surface; needs 9:16 assets and sound-on thinking.
Optimises for purchase or other value events; the default for e-commerce.
Credit, employment, housing, social issues and elections ads face restricted targeting by law.
Campaign or account-level caps that stop delivery once reached, independent of daily budget.
Short vertical placement with high skip rate — the first second carries the whole ad.
Meta ranks ads on bid, estimated action rate and ad quality combined — not on bid alone.