A Meta ads glossary for property agents
The terms agents hear most, in plain English, with why each matters.
Delivery
Impressions: how many times your ad was shown. Reach: how many different people saw it. Frequency: average times each person saw it. High frequency often means the creative is tiring.
Cost and clicks
CPM: cost per thousand impressions. CTR: the share of people who clicked. CPC: cost per click. CPL: cost per lead. These are cheaper to measure than appointments, but see cost per appointment.
Leads and tracking
Lead form: a form inside Facebook or Instagram. Pixel: a snippet on your website that reports actions back to Meta. Conversion event: an action you count, such as a submitted lead.
Audience
Targeting: who sees the ad. Lookalike audience: people similar to a list you provide. Retargeting: reaching people who already visited or engaged.
Creative
Creative fatigue: results fall because people have seen the ad too often. Placement: where the ad appears, such as Feed or Stories.
See how we run Facebook and Instagram ads for agents, or why ads fail.
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