FE Facebook ads glossary.

An ad account ban is Meta's decision to permanently or temporarily disable your ability to run ads. For FE specifically, bans usually trace to financial-services policy violations: guaranteed approval claims, government-affiliation language, or specific premium quotes in ad copy.

Advantage+ is Meta's automated campaign type that lets the algorithm pick audiences, placements, and creative combinations within a single budget. For FE accounts under $5,000/month in spend, Advantage+ campaigns typically outperform manual ABO testing in 2026.

Aged leads are insurance leads that were originally generated for one buyer, not contacted (or not closed), and then resold at a discount weeks or months later. For final expense, aged leads typically cost $1 to $5 per lead vs $20 to $40 for fresh exclusive leads, with proportionally lower contact and close rates.

Aggregated Event Measurement is Meta's post-iOS-14 framework for tracking conversions in a privacy-compliant way. AEM lets you prioritize 8 events per domain in order of importance and sends a privacy-aggregated signal back to Meta's optimizer.

The attribution window is the period after a person sees or clicks an ad during which Meta will credit a conversion to that ad. The 2026 default is 7-day-click and 1-day-view. For final expense agents, this affects which ads get credit for leads and influences how the algorithm optimizes.

Your Business Manager ID is a 15-16 digit number that uniquely identifies your Meta Business Manager. You share it with partners (like FexAds) to grant them partner access to your account. Find it in Business Manager > Settings > Business Settings, just below your business name.

Cost per lead is the average amount of money you spend on Facebook ads to generate one lead-form submission. For final expense in 2026, healthy CPL ranges from $8 to $25 per lead depending on state, audience, and creative quality. CPL excludes the cost of working the lead, which is separate.

CPA is the cost to acquire one paying customer through your ads. For final expense Facebook ads, CPA usually means cost per placed policy, calculated as total ad spend divided by total policies issued. For FE, CPA in 2026 typically ranges from $80 to $300 depending on agent close rate.

CPM is the cost to deliver 1,000 ad impressions to your target audience on Meta. FE Facebook ads run between $15 and $40 CPM in most US states in 2026, with major coastal metros (LA, NYC, Boston) commanding the highest CPMs and rural Midwest the lowest.

Creative fatigue is the gradual decline in ad performance as the same audience sees the same creative repeatedly. For FE Facebook ads in 2026, creative typically loses 20 to 40 percent of its CPL efficiency around week 3 to 4 of running, requiring a refresh.

Final expense insurance is a type of small-face-amount whole life insurance, typically $5,000 to $25,000 in coverage, designed to cover funeral and end-of-life costs. It is sold primarily to seniors aged 50-85 with simplified or guaranteed-issue underwriting, often without a medical exam.

Frequency is the average number of times each unique person in your target audience has seen your ad. For final expense, ad fatigue typically starts when frequency exceeds 3.0 over a rolling 7-day window. Below 1.5 means your audience is too large or budget too small to learn.

GoHighLevel is a CRM and marketing automation platform popular among final expense agents and IMOs. It handles lead intake from Facebook ads, automated SMS and email follow-up sequences, calendar booking, and call tracking. Most FE Facebook lead campaigns can pipe leads to GHL via webhook or native integration.

An IMO is a wholesale insurance distributor that contracts independent agents with multiple carriers and provides marketing, training, and contracting support. For FE specifically, common IMOs include Senior Life Services, FFL, Lincoln Heritage, Symmetry, and Equis. Most independent FE agents are contracted under an IMO.

A lead form (also called Instant Form) is the native Facebook form unit that opens inside the ad. For FE, the form typically asks for name, phone, email, and 1-2 qualifying questions like state and age range. Submission is the conversion event the campaign optimizes for.

A lead form ad is a Facebook or Instagram ad format where users submit their contact info via a form that opens inside the ad itself, without leaving the platform. For final expense, native lead form ads convert at 1.5x to 3x the rate of landing page redirects in 2026.

A lookalike audience is a Meta audience built from a seed list (e.g., your existing customers or past leads) that matches users with similar behavioral profiles to that seed. For final expense, 1% and 3% lookalikes off closed-deal data are typically the highest-converting audience type in 2026.

Meta Business Manager (rebranded as Meta Business Suite) is the umbrella account where you manage your Facebook page, ad account, pixel, and team access. Every serious FE agent running their own ads should have a Business Manager set up under a verified business entity, not a personal Facebook profile.

The Meta Pixel is a small JavaScript snippet you install on your website that tracks visitor behavior and sends events back to Meta. For final expense agents running ads, the pixel enables custom audiences, lookalike seeding from website visitors, and conversion-objective campaigns.

Partner access is the official way one Meta Business Manager grants another Business Manager limited rights to assets like ad accounts, pages, or pixels. FexAds and most legitimate FE ad agencies request partner access to your Business Manager, never your personal login or password.

Percentage-of-spend is an ad agency pricing model where the agency's monthly fee is a fixed percentage (typically 10 to 25 percent) of the client's actual ad spend on the platform. FexAds uses this model: 20% under $1,000/month spend, 10% above. It replaces the traditional flat retainer.

Retargeting is the practice of showing ads to people who have already interacted with you (visited your site, watched your video, opened your lead form but did not submit). For FE, retargeting is a high-ROI use of the last 10-20% of your ad budget.

Speed to lead is the elapsed time between when a lead submits their info and when an agent makes first contact. For final expense, leads contacted within 5 minutes are 8 to 10 times more likely to convert to a placed policy than leads contacted after 30 minutes.

The TCPA is a US federal law that governs marketing calls and SMS messages. For FE agents, it requires prior express written consent before sending automated marketing texts or making autodialed calls to consumers, with statutory damages of $500 to $1,500 per violation.