> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mad-kitty.dev/llms.txt
> Use this file to discover all available pages before exploring further.

# Metrics Glossary

> Every metric and term the cats use, explained plainly

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           |

<Tip>
  **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.
</Tip>

## 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 Buyer Kitty.

## Platform vocabulary

### 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
```

Multi-language ads list all languages: `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](/concepts/audiences-and-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](/concepts/memory)                                                                        |