Glossary: f

Face Lens

A Snapchat Face Lens uses AR to enhance a person’s face within the app. They can be branded, and they can be triggered by performing a certain action, like raising your eyebrows or blowing a kiss.

Facebook Audience Network (FAN)

A network of high-quality mobile apps and websites offered by Facebook to run Facebook ads and utilize Facebook targeting.

First-Click Attribution

Assigns 100% of the conversion value to the click that initiates a conversion path.

First-Party Data

Information about your customers that you own, created on systems you own or lease. This may include names, addresses, phone numbers, site interaction data and more.

Flight

The duration of a campaign.

Follows

When a user follows the Twitter handle through the ad running.

Forwards

When a user forwards a Gmail ad to another recipient.

Frequency

The amount of times a user has been served an ad on average.

Frequency Cap

Feature that limits the number of times your ads appear to the same person. Depending on the platform, this can be set at the campaign or ad level.

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