Telehealth ad glossary
Plain definitions of the terms used in telehealth paid social, each linked to a free tool or page where you can use it.
- Advantage+
- Meta's automated campaign and placement options, where Meta chooses audiences, placements or creative combinations within limits you set. Learning phase calculator
- Ad set
- The level in Meta Ads Manager where budget, audience and optimisation are set. In a batch, one angle usually gets one ad set. Ad naming convention generator
- Angle
- The reason someone should care about an ad: a desire, a fear, a belief or a comparison. Formats and hooks change how an angle is delivered; the angle decides who stops. Angles by category
- Awareness stages
- How much a viewer already knows: unaware, problem aware, solution aware, product aware and most aware. Each stage needs a different message. Creative diversity by awareness stage
- Batch
- One angle made into several ads in different formats, launched together in one ad set, so the angle is tested rather than a single asset. Creative volume calculator
- Break-even ROAS
- The return on ad spend at which a first order covers its costs and its ad cost, with nothing left over. Below it, each sale loses money. Break-even ROAS calculator
- CAC
- Customer acquisition cost: what it costs to win one new customer or patient, usually ad spend plus other acquisition costs, divided by new patients. CAC calculator
- CPA
- Cost per acquisition: spend divided by the number of conversions an ad set is optimised for. CPA calculator
- CPM
- Cost per thousand impressions: what the auction charges to show an ad a thousand times. CPM calculator
- Creative fatigue
- When an ad's results fall because the same people have seen it too often. Rising frequency with falling click-through rate is the usual sign. Ad fatigue checker
- Hold rate
- Of the people who watched the first 3 seconds of a video, the share who kept watching, often measured as ThruPlays divided by 3-second plays. Hook rate calculator
- Hook rate
- The share of impressions where someone watched at least 3 seconds of a video: 3-second plays divided by impressions. Hook rate calculator
- LegitScript
- A company that certifies pharmacies, telemedicine providers and other healthcare merchants. Meta and Google require its certification to advertise prescription drugs. LegitScript for telehealth
- LTV
- Lifetime value: the gross profit a customer brings over the whole time they stay, for subscriptions usually based on monthly margin and churn. LTV calculator
- Partnership Ads
- Meta ads that run with both the brand and a creator named, from the creator's account or with their handle, with the creator's permission. FTC disclosure generator
- ROAS
- Return on ad spend: revenue from ads divided by what the ads cost. ROAS calculator
- Static ad
- A single image ad, such as a quote card, comparison, chat screenshot or headline with product. Static ads
- AI UGC
- UGC-style ads where the person or voice on screen is digitally created rather than filmed. Viewers must not be led to think a digitally created person is a real patient. FTC disclosure generator
- Thumbstop
- The moment an ad makes someone stop scrolling. Often used loosely for hook rate. Hook library
- UGC
- User-generated content: ads that look like content a regular person filmed, usually made by paid creators on a phone. UGC scene format
- Whitelisting
- A creator giving a brand permission to run ads from the creator's social account. Partnership Ads are Meta's current version of this. UGC creator agreement
See the ad formats we make and the full list of free tools.