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Glossary

Terms you need to know

Illustration: Terms you need to know

Understanding a metric is more than memorizing a formula. You need to know what it counts, which denominator it uses, what it excludes and in which context it supports a useful decision.

How to use this glossary

FaceTube definitions connect each term to a formula, a practical MAD example when relevant, common interpretation mistakes and measurement limits. When comparing results, keep platform, period and metric definition consistent.

Three families of metrics

  • Exposure: reach and impressions describe who was exposed and how often.
  • Interaction: engagement, CTR and CPE describe audience response and related cost.
  • Economic performance: CPM, CPV, RPM and conversion connect distribution, cost and revenue.

Platforms can use different measurement scopes. Platform documentation and your own analytics data remain the primary reference for important decisions.

No matching term.

CPM

Cost per thousand impressions: a metric used to relate advertising cost to 1,000 impressions.

RPM

Revenue per thousand views: a useful benchmark for estimating revenue from a number of views.

CTR

Click-through rate: the share of impressions that generate a click.

Engagement

Audience interactions with content: likes, comments, shares or other actions depending on the platform.

Impressions

Number of times content or an element is displayed, including possible repeat displays to the same user.

Reach

Number of unique people or accounts exposed to content, according to the platform's definition.

CPE

Cost per engagement: average spend for each measured interaction.

CPV

Cost per view: average spend divided by the number of views.

Conversion

A desired action completed by a user, such as a sign-up, inquiry or purchase.

UGC

User Generated Content: content produced by users or creators, sometimes as part of a paid arrangement.