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FAQs
Marketing Terms, Explained
Digital advertising comes with a lot of jargon — from Meta's audience types to Amazon's attribution tools. This page breaks down the terms you'll see in our campaign updates and reports, in plain English, so you always know exactly what a number or term means. Can't find what you're looking for? Just ask — happy to add it here for next time.
Introduction to Meta AdvertisingMeta Ads - Getting StartedMeta Ads BudgetsMeta Ads CreativeMeta Ads TargetingMeta Targeting - Custom and Lookalike audiencesMeta Ads Targeting - PixelMeta Ad PoliciesMeta Location Fees
What is Meta's "location fee"?
From 1 July 2026, Meta started adding a surcharge to ad spend delivered to audiences in certain countries, to cover Digital Services Taxes (DST) and similar levies that governments charge Meta on its local revenue. Meta previously absorbed this cost itself but now it's passed directly to advertisers as a separate charge on top of ad spend, the same way Google and Amazon already do.
How much is it for the UK?
2% of actual ad spend delivered to UK audiences. Other affected countries have different rates - France and Italy at 3%, Spain at 3%, and Austria and Turkey at 5% - so if a campaign ever targets beyond the UK, the fee varies by where each impression actually runs.
Does this come out of my ad budget, or on top of it?
On top. If a budget is set to £100, Meta still delivers the full £100 in ads, then adds the location fee (£2 for the UK) as a separate line on the invoice. So the actual total cost is slightly higher than the number shown in Ads Manager.
Does this affect my campaign delivery or reach?
No. Campaigns will still deliver the full budgeted spend in ads exactly as before. The only change is the extra charge appearing afterward on the invoice; nothing about targeting, delivery, or the ads themselves changes.
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