Skip to main content


The glossary includes definitions of key terms you will find on the BrandBastion platform.


ABO - Ad Set Budget Optimization (ABO) in Facebook Ads is a concept used to describe when you select how much budget each ad set spends within a campaign. It’s the opposite of CBO (Campaign Budget Optimization).

Ad - The ad is what customers or the audience sees. At the ad level, advertisers choose the creative which may include images, video, copywriting, or a call-to-action.

Ad Set - An Ad Set is a concept used in Facebook Ads and it’s the second level of the structure (campaign, ad set, ad). The Ad Set aggregates a set of ads and is where an advertiser sets up the targeting. If you’re using Ad Set Budget Optimization (ABO) you can also define the budget at an ad set level.

Alert - For BrandBastion, an alert is an email alerting specific urgent issues such as a spike in negative sentiment, broken link or typo, negative reactions towards the creative, among others. BrandBastion’s Alerts are reviewed by humans before being issued, to ensure maximum accuracy.

Asset - An Asset is an online customer touchpoint. In BrandBastion, it can be an Ad Account, Facebook Page, Instagram Account, or any other social media account.

Ad Account - An ad account groups all the relevant information for ads, including a multitude of campaigns. It also includes business management data such as billing information.  


Boosted PostWithin Facebook, a boosted post is an organic post that you've paid to reach a wider audience of your choosing. Facebook considers a Boosted Post an ad.

Brand SafetyBrand safety refers to the measures taken to protect a brand from universal threats to its image, reputation, and return on investment. Discrimination, Disturbing/Violent, Extreme Profanity, Personally Identifiable Information (PII), Spam are common examples of comments that threaten Brand Safety.

Brand SuitabilityBrand suitability refers to protection against specific threats to a brand based on its identity, audience, context, parameters, and values. Brand suitability goes far beyond brand safety to include what conversations your brand deems suitable and safe to run on your assets. Brand Attack/Critique, Competitor Promotions, Brand Impersonation, Unauthorised Selling are common examples of comments that threaten Brand Suitability.


Campaign -  A campaign is the main “folder” of your ad sets and ads, where you define the reason why you are placing the ad (objective).

CBO -  Campaign budget optimization (CBO) is Facebook Ads’ concept used to describe a setup where you set up the budget at the campaign level, instead of the ad set level (ABO). This way, Facebook will automatically manage your campaign budget across ad sets to get you the overall best results.

CommentA comment is any conversation posted to your brand’s assets by a user.


Dynamic AdDynamic Ad Types are ad types or features that Facebook has built to make it easier to run multiple variations of ads at any given time. The dynamic nature of the ad varies depending on the use case, but overall they can be split into Dynamic Creative Ads (DCA), Dynamic Language Ads (DLA), Dynamic Product Ads (DPA or Catalogue Ads), Placement Asset Customizations (PAC) and Segment Asset Customization (SAC)

Dynamic Creative Ads (DCA)Dynamic ad format on Facebook, allowing for Facebook to automatically select different combinations of creatives and copy to deliver optimized ads. Advertisers can select up to 10 different images and 5 different bodies of text.

Dynamic Language Ads (DLA) -  Ad feature allowing for Facebook to show the same ad in multiple languages. This means you don't need to create various ad sets for each language and apply separate language targeting.

Dynamic Product Ads (DPA or Catalogue Ads)- Dynamic ad format on Facebook, allowing for Facebook to automatically show the right products to people who have expressed interest on your website, in your app, or elsewhere on the Internet. 



A Group is a collection of assets (for example, Pages, ad accounts, Youtube accounts, Instagram Accounts) within a BrandBastion account.


Impressions - For Facebook, “impressions are the number of times any content from your Page or about your Page entered a person's screen”.


Keyword A keyword is a word used in a search query. In BrandBastion, you can find keywords across comments and filter results by specific keywords.


NotificationThe Notification module allows you to set and edit email notices about keyword mentions, changes in sentiment, among others. BrandBastion’s notifications are automated and based on your setup in the platform.


OrganicAny social media post without a paid promotion.


Paid Social - Any social media post with a paid promotion. In the BrandBastion platform it includes Boosted Posts, Pure Ads, and Unlinked Ads.

Parent (comments) - For comment replies, this is the comment that this is a reply to.

Placement - The places where you can run your ads.

Placement Asset Customization - Ad feature that allows Facebook to automatically select different combinations of creatives and copy to deliver optimized ads to different placements. It renders as a Dynamic Ad.

Platform - A social media platform (Facebook, Instagram, Youtube, Twitter, etc).

Post ID - Each post has a Post ID, that allows you to identify an individual post from your page. Facebook allows you to use the same Post ID in multiple ads.

Pure Ads - Pure Ad posts are visible to the audience targeted by the ad campaign.

Pure Organic - Pure organic posts are only visible on the page.


Reach For Facebook, “reach is the number of people who saw any content from your Page or about your Page. This metric is estimated.”


Segment Asset Customization (SAC) - Ad feature that allows Facebook to customize ad assets according to geo-targeting types automatically. It renders as a Dynamic Ad.

Sentiment - Sentiment is a polarity value that reflects the mood of a text (for instance, a comment on a post). Any given text can have positive, negative, or neutral sentiment. In the BrandBastion platform, you can see that usertags (or userhandles) are a separate item on our sentiment view (in addition to Positive, Negative, and Neutral). This article explains why.

Social Media Moderation - Social media moderation refers to the review and management of activities performed on a social media platform. User-generated content (UGC) on a brand's social media accounts often requires action, whether by responding, reporting, or removing.

Social Media Monitoring - Social Media Monitoring is a process of collecting and searching conversations about what is being said about a brand.

Social Media Listening - Social Media Listening includes Social Media Monitoring, but goes an extra step by analyzing the conversations' data, defining a strategy, and taking action. Social Media Listening aims to acknowledge what is being said about the brand, and use that information to get a deeper understanding of the audience to improve campaign and marketing strategies with those insights.


Word Cloud - A word cloud is a visual representation of the most frequent keyphrases used within your comments.