Two halves: the standard advertising metrics you’ll see in snapshots and analytics, and the vocabulary specific to this platform.
Standard ad metrics
| Metric | Plain English | Who watches it |
|---|
| Spend | Money paid to Meta over a period | Buyer Kitty, constantly |
| ROAS | Return on ad spend — revenue ÷ spend. ROAS 2.0 = every $1 spent brought back $2 | Everyone; the anchor metric |
| CPA | Cost per acquisition — spend ÷ purchases. What one customer costs you | Buyer Kitty vs. your target CPA |
| CPM | Cost per 1,000 impressions. What attention costs in your market | Buyer Kitty, for auction pressure |
| CTR | Click-through rate — clicks ÷ impressions. Does the creative stop the scroll? | Creo Kitty’s report card |
| Impressions | Times your ad was shown | Context for the other numbers |
| Frequency | Average times one person saw the ad. High frequency + falling ROAS = audience is worn out | Buyer Kitty, for fatigue calls |
| Conversion event | The action Meta optimizes toward — Purchase or Start Trial on this platform | Set once per ad account |
What good looks like depends entirely on your margins — that’s why /setup asks for your minimum ROAS and target CPA. The cats judge every number against your targets, not industry averages.
| Tier | Meaning |
|---|
| 🏆 Top performer | Significant spend (≥ $1k in the window) — a proven workhorse |
| 📈 Rising star | Real but moderate spend ($100–$1k) — promising, watch it |
| 🐣 Rookie | Live with minimal spend (< $100) — too early to judge |
| 😴 Dormant | Has lifetime history but nothing in the last 14 days |
| ✨ New | Never run — no data yet |
Ad codes
Every ad is named by a code that ties it back to exactly what’s running:
HRT-1234-1-de
│ │ │ └─ language (German)
│ │ └──── variation number (1st published version)
│ └──────── creative number
└───────────── your project's prefix
HRT-1234-1-(de,it). The codes appear in Meta itself, so your ad account stays legible.
Creative structure
| Term | Meaning |
|---|
| Creative | One concept being tested — has its own Creo Kitty, chat, and kanban card |
| Variation | A numbered published version of a creative. Launched variations are frozen — edits create the next variation |
| Locale | A variation in one language, with its own copy and its own draft → ready → launched lifecycle |
| Size | One aspect ratio of a locale (1:1, 3:4, 4:5, 9:16) — covers all Meta placements |
| Copy set | Up to 5 primary texts + 5 headlines + a CTA per creative and language; Meta rotates the combinations |
Working terms
| Term | Meaning |
|---|
| Audience | A defined group you sell to — psychographics, pains, and awareness level. Creatives attach to audiences — see Audiences & Angles |
| Angle | The argument a creative makes to its audience — the pain, promise, or objection it leads with. One audience supports many angles |
| Proposal card | Mad Kitty’s concept pitch — idea, hypothesis, audience. Hitting Launch starts production |
| Plan | Buyer Kitty’s set of proposed account actions, each with reasoning. Executes only on your approval |
| Shadow creative | An ad detected on your Meta account that wasn’t made here — read-only until imported and forked |
| Fork | An editable copy of an imported creative, with lineage back to the original |
| Format | A winning creative distilled into a reusable recipe via /save_format |
| Brief | The durable project identity written during /setup — every cat reads it |
| Memory | A rule or learning a cat saves permanently across sessions — see Memory |
