Glossary: c

Call Extension

Call extensions let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions show, people can tap or click a button to call your business directly.

Call to Action (CTA)

This is an invitation to the user to perform a given action or interact with an ad. Examples include “buy”, “download now”, “stream”, etc.

Call-To-Action Overlay

A call-to-action (CTA) overlay is an interactive element that appears over a TrueView ad, and can help drive clicks to your website.

Callout Extension

Callout Extensions highlight unique offers and special promotions. Callouts can boost your click through rate by letting you add additional text to your ad.

Canvas Opens

Now known as Instant Experience Opens. Clicks to open a full-screen experience where advertisers can use a mix of video, still images, text and call-to-action buttons to build brand and product experiences in the Facebook or Instagram app.

Carousel Ad

An ad-type that allows advertisers to showcase multiple creative types and offer multiple destinations within a single ad unit.


The number of check-ins to your Facebook Page that are attributed to your ads.

Children’s Online Privacy Protection Act (COPPA)

Imposes certain requirements on the information websites can collect if they’re directed to children under the age of 13, as well as sites that knowingly collect information from users under 13.

Click to Play

When a user must click or initiate a video for it to play.

Click-Through Rate (CTR)

The rate or percentage of times users are clicking on ads compared to the number of impressions.


When a part of an ad unit that is clickable is clicked on. For example, this could be users clicking on mentions, hashtags, or through to a business’ profile page.


Number of times a Pinner tapped directly on your Promoted Pin.

Collection Ads

Facebook/Instagram: An image or video post with a carousel of four products underneath. When clicked, the product cards open a fast-loading, full screen experience where people can browse additional products or learn more about the features of a specific product, without leaving the Facebook or Instagram app.


All comments that users made on your ads while they were running.

Commerce Adds to Cart

The number of times a user adds a commerce item to their cart as a result of your ads.

Commerce Messages to Buy

The number of message to buy actions for commerce products on Facebook that can be attributed to your ad.

Commerce Product Views

The number of product views  for commerce items on Facebook as a result of your ad.

Commerce Purchases

The number of commerce purchases on Facebook as a result of your ad.

Community Lens

Community lenses are lenses that have been created by private users. They can’t be promoted, unlike Sponsored Ads, though they can be shared via a custom link that enables the filter for 24 hours.

Companion Banner

A clickable thumbnail image that accompanies a TrueView in-stream ad. On a YouTube page, it appears next to the ad, in the top right corner (on a desktop computer).

Company Page Admin

The highest level of LinkedIn page access. Company Page Admins can make edits to the Company Page, add other admins, and post company updates.

Connected Fans

The audience that has “connected” with the core artist or brand and is interested in staying up to date with announcements.

Connected TV (CTV)

Any TV that can be connected to the Internet and access content beyond what is available via the normal offering from a cable provider.

Content Targeting/Contextual Targeting

A method of display and video ad targeting that allows you to show ads on pages where the content relates to keywords you’ve selected.

Conversion Pixels

A piece of HTML code generated from an ad platform that is placed on the thank you page of a website to track users who completed a purchase.

Conversion Rate

The average number of conversions per ad click. Calculated as conversions / clicks.


When a user takes the desired end goal action and it can be attributed to an ad campaign.


A small file that a web server automatically sends to your computer’s web browser when you browse certain websites. When you visit a site you’ve been to before, your browser automatically sends the original cookie that was stored back to the site you’re visiting, allowing that website to recognize your computer and tailor your online experience accordingly.


Audiences that have previously expressed interest in the campaign’s primary artist or brand.

Cost Per Action/Cost Per Acquisition (CPA)

The average cost for each action – total amount spent divided by number of actions taken with an ad.

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