Articles on: General Questions

Common Terms We Use

The platform and our support uses several advertising related terms that may be new for some advertisers. This guide explains all the important terms in simple language so you can understand everything clearly while using your ad accounts.


1. BM (Business Manager) - Meta

A Business Manager is Meta’s central tool that stores your Pages, Pixels, Ad Accounts, Domains, Catalogs, and team access.

  • BM is where your ad account will be assigned.
  • You must accept the BM invite to access your ad account.


2. BC (Business Center) – TikTok

Business Center is TikTok’s version of Business Manager.

  • Holds TikTok ad accounts, pixels, assets, and permissions.
  • Similar function as Meta BM, but for TikTok advertisers.


3. Ad Account

This is where you run your campaigns, set budgets, track ads, and manage billing.

  • Every ad account has its own spend limit, payment method, timezone, and currency.


4. Credit Card type ad cccounts

An ad account on which your Credit card is attached

  • Top ups are not required on such ad accounts
  • You connect your card directly to the ad account
  • Billing with facebook works directly through your own card


5. Top-Up type ad cccounts

This account requires you to add money before running ads.

  • You top-up wallet → assign funds → ads start spending
  • Most advertisers start with this type
  • Keeps risk and billing more controlled


6. CAR Score (Compliance, Accuracy, Risk Score)

A Meta-level internal risk score that determines:

  • How safe your advertising activity is
  • Likelihood of bans, restrictions, or reviews
  • Ad approval and delivery stability

High-risk creatives or repeated violations reduce your CAR score.


7. Domain Locking

A security feature where your domains are locked to your assigned ad account.

  • Prevents other advertisers from claiming or misusing your domain
  • Protects your pixel and conversion data
  • Reduces the risk of compromise or hijacking
  • Helps keep your BM compliant and safe


8. Page Locking

A protection mechanism where your Facebook Pages are locked to a specific ad account.

  • Prevents unauthorized BMs from claiming your page
  • Secures your ad assets and page history
  • Reduces the risk of compromise

This is especially important for advertisers who run multiple brands or ecommerce stores.


9. Whitelisted / High-Tier Ad Account

These are special agency accounts with:

  • Higher spending limits
  • Faster reviews
  • Lower chance of bans
  • Smoother scaling from day one

Only compliant advertisers get these accounts.


10. Threshold / Fee Tier

Your fee tier depends on your 30-day ad spend.

  • As your spend increases → your fee percentage automatically reduces
  • Your fee tier is checked every time you do a topup


11. Wallet Balance

The money you add inside your Threasury wallet to top up ad accounts.

  • Can be funded via bank transfer, crypto, Stripe, UPI, etc.
  • Assigned to individual ad accounts


12. Page Quality

A status showing whether your Facebook Page has:

  • Violations
  • Policy warnings
  • Unpublished status
  • Restrictions

If your page is unpublished, ads will not deliver.


13. Spend Cap / Limit

Some accounts may have a spending limit imposed by:

  • Meta
  • Region policies
  • Account history
  • Risk controls

Agency accounts usually have higher or no caps.


14. Region of Ad Account (EU, HK, US, India, etc.)

The region determines:

  • Billing rules
  • Currency Availability
  • Spending limits
  • Available features


Region does not restrict your targeting. An EU account can target US/Worldwide and vice versa.


Updated on: 06/01/2026

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