Metrics Glossary

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	Bidder, 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	Bidder vs. your target CPA
CPM	Cost per 1,000 impressions. What attention costs in your market	Bidder, for auction pressure
CTR	Click-through rate — clicks ÷ impressions. Does the creative stop the scroll?	Crea’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	Bidder, 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.

Performance tiers

Every creative with live ads gets a tier, computed over the trailing 14 days and shown as a badge on the kanban:

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

Fatigued is a flag, not a tier: a top performer or rising star whose 14-day ROAS has dropped below 80% of your target ROAS. It’s the earliest structured signal to refresh the creative or expect a pause proposal from Bidder.

Platform vocabulary

Ad codes

Every ad is named by a code that ties it back to exactly what’s running:

CRV-1234-1-de
 │    │   │  └─ language (German)
 │    │   └──── variation number (1st published version)
 │    └──────── creative number
 └───────────── your project's prefix

Multi-language ads list all languages: CRV-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 Crea, 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	Roy’s concept pitch — idea, hypothesis, audience. Hitting Launch starts production
Plan	Bidder’s set of proposed account actions, each with reasoning. Executes only on your approval
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

Core Concepts

The Team

Getting Started

Reference

Developers

Standard ad metrics

Performance tiers

Platform vocabulary

Ad codes

Creative structure

Working terms

​Standard ad metrics

​Performance tiers

​Platform vocabulary

​Ad codes

​Creative structure

​Working terms

Standard ad metrics

Performance tiers

Platform vocabulary

Ad codes

Creative structure

Working terms