Glossary
Ad-comment moderation, defined
Plain-English definitions of the terms that matter when you moderate Facebook and Instagram ad comments.
Buyer-intent comment
A comment on a Meta ad that signals someone is ready to buy — asking about price, availability, shipping, or how to order.
Ad comment moderation
Reviewing, hiding, and replying to the comments left on paid Facebook and Instagram ads to protect ad performance.
Dark post
An ad creative that runs in the feed without being published to a Page timeline, so its comments are easy to miss.
Private reply
A one-time direct message sent in response to a public comment, allowed by Meta within a limited window after the comment.
ROAS
ROAS (return on ad spend) is the revenue a campaign generates for every unit of currency spent on ads — the core efficiency metric advertisers protect.
Ad creative
An ad creative is the image, video, or copy that makes up a Facebook or Instagram ad — the asset whose comments need moderating.
Sentiment analysis
Sentiment analysis is the automated classification of a comment as positive, negative, or neutral — used to triage ad comments without reading every one by hand.
Engagement bait
Engagement bait is content that pushes people to comment, tag, or share purely to game distribution — which Meta down-ranks, and which can flood ad comments with low-value noise.