A plain‑English glossary of Instagram and Meta ads terms used in music campaigns, from ThruPlay to Advantage+ and Conversions API.
ThruPlay
A video view optimization outcome where Meta counts a view when someone watches at least 15 seconds, or the full video if it is shorter. Used for discovery campaigns.
Advantage+ Audience
Meta’s model‑led targeting setting that allows delivery to expand beyond your defined seed audience when it predicts better results. Works best with broad targeting and strong creative.
Conversions API (CAPI)
Server‑side event tracking that sends conversions directly to Meta, improving optimization under iOS tracking loss and cookie decay.
Event Deduplication
The practice of sending the same conversion from browser and server with a shared event_id so Meta counts one clean event.
Frequency
Average number of times a person sees your ad. Rising frequency with falling watch time is a classic creative fatigue signal.
Cost per Save / Follow
Your total spend divided by confirmed saves or follows. This is a better scaling metric than cost per click for music because it measures real intent.
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Instagram Ads Glossary for Musicians
A plain‑English glossary of Instagram and Meta ads terms used in music campaigns, from ThruPlay to Advantage+ and Conversions API.
ThruPlay
A video view optimization outcome where Meta counts a view when someone watches at least 15 seconds, or the full video if it is shorter. Used for discovery campaigns.
Advantage+ Audience
Meta’s model‑led targeting setting that allows delivery to expand beyond your defined seed audience when it predicts better results. Works best with broad targeting and strong creative.
Conversions API (CAPI)
Server‑side event tracking that sends conversions directly to Meta, improving optimization under iOS tracking loss and cookie decay.
Event Deduplication
The practice of sending the same conversion from browser and server with a shared event_id so Meta counts one clean event.
Frequency
Average number of times a person sees your ad. Rising frequency with falling watch time is a classic creative fatigue signal.
Cost per Save / Follow
Your total spend divided by confirmed saves or follows. This is a better scaling metric than cost per click for music because it measures real intent.
