The words your agency is using

45 terms from the Meta platform, grouped by the campaign decision they belong to. Each one says what it is, why it matters for an HVAC business, how you would know it was true, and what it looks like with numbers on it.

Demonstrated on Tracking and the Conversions API.

• Conversions API Server-side events, and what they recover that the browser pixel loses.
• Pixel The browser tag, and the first thing to check before blaming the creative.
• Aggregated event measurement Eight events per domain, ranked, and the ranking is a decision.
• Event match quality The 0 to 10 score, and why HVAC starts ahead on it.
• Event deduplication The shared event ID that stops one action being counted twice.
• Offline conversion upload Sending the booked job back to Meta, and why it changes who Meta finds.
• CRM match rate How much of what you upload Meta can actually match to a person.
• Conversion leads optimisation The performance goal that uses booked-job events once you send them.

Demonstrated on Tracking and the Conversions API.

• Attribution setting The window that decides which conversions Meta takes credit for.
• 7-day click The default window, and the generous one.
• 1-day view Credit for a conversion by someone who never clicked.
• Incremental lift The work that would not have happened without the ads.
• Holdout test Deliberately not advertising to some people, to find out what the ads did.
• Geo holdout The only flavour of incrementality test a local contractor can realistically power.
• ROAS Return on ad spend, and why it is the wrong frame for a service business.
• Cost per booked job Not a Meta metric, which is rather the point.

Demonstrated on Advantage+ against manual.

• Advantage+ audience When Meta treats your targeting as a suggestion.
• Campaign budget optimisation Letting Meta move money between ad sets instead of doing it yourself.
• Learning phase The period where delivery is unstable and the numbers mean less.
• Learning limited The label that means this ad set never got enough data to stabilise.
• Bid strategy How hard Meta is told to compete for each result.
• Cost cap Telling Meta the average you want to pay, and living with the consequences.
• Dayparting Running ads only in the hours someone is there to answer.

Demonstrated on Advantage+ against manual.

• Lookalike audience Finding more people like your list, and why the list matters more than the feature.
• Custom audience People you already have a relationship with, targeted deliberately.
• Broad targeting Giving Meta an age, a location and nothing else.

Demonstrated on Creative production.

• Placement Where the ad actually appears, and why the breakdown is the first thing to check.
• Audience Network Third-party apps, and the usual source of the cheapest useless leads in the account.
• Reels placement Vertical video, its own creative rules, and cheap attention for contractors.
• Frequency Average times each person saw the ad, and the first number to check when results slide.
• CPM What a thousand impressions costs, and the clearest read on the seasonal auction.

Demonstrated on Instant form campaigns.

• Link click A click that actually went somewhere, as opposed to a click on anything.
• Outbound click A click that left Meta entirely, which is not the same as a link click.
• CTR Click-through rate, and the single most misquoted number in paid social.

Demonstrated on Creative production.

• Thumb-stop ratio The share of people the creative stopped at all.
• Hook rate The share who stopped scrolling long enough for the video to start.
• Hold rate Whether the people who stopped actually stayed.
• Creative fatigue The same people seeing the same ad until they stop noticing.
• Iteration rate How many genuinely new creatives go live each month.
• Dynamic creative Meta assembling combinations from your parts, and what it hides.

Demonstrated on Instant form campaigns.

• Instant form The form that opens inside Facebook and never loads your website.
• Conditional logic form Questions that change based on the last answer, and route the follow-up.
• Lead quality The word every agency uses and almost nobody defines.

Demonstrated on Tracking and the Conversions API.

• Meta Business Partner What the badge requires, what it does not prove, and how to check it.
• Meta Ad Library The public record of every ad currently running, and how to read it without getting it wrong.

These nine could not carry the five-part test. Each one says which part it failed.