Master glossary: brand, ad-tech, platforms, integrations, AI, workflow. Cross-link to deep-dive articles. Distinct from gs-120 (onboarding subset).

Glossary — all key terms

Master glossary for Wevion + ad-tech terms. Sourced from docs/wiki-articles/GLOSSARY.yaml (41 brand + 38 ad-tech + 49 UI + 40 verbs entries) plus contextual definitions. Each term: 1-2 sentence definition + cross-link to deep-dive. Distinct from gs-120 glossary key terms (subset for onboarding).

Who is this for

Anyone encountering an unfamiliar term in Wevion. Reference for the full vocabulary across all clusters.

Brand + product

Wevion

The ad-management platform (this product). Brand canonical — never abbreviate.

Wavo

Wevion's in-app AI assistant. Canonical persona file: apps/backend/src/services/chat/chat-prompts.ts. You pick a mode (Fast / Smart / Expert), not a model name. See ai-101 meet Wavo.

Creative Hub

Centralized asset library + AI generation studio at /creative-hub. See ch-101 overview.

Rules Engine

Automation system at /rules. If-then rules acting on campaigns / ad sets / ads. See rul-101 overview.

Ads Manager

Row-level management at /ads-manager. Cross-platform. See am-101 overview.

Campaign Creator

Campaign launch at /campaign-creator/new. Express / Pro / Bulk modes. See cc-101 overview.

Metrics (ad performance)

ROAS

Return on Ad Spend = purchaseValue ÷ spend. Headline metric for e-commerce. See an-111 ROAS.

CPA

Cost Per Acquisition = spend ÷ conversions. Lead-gen / SaaS headline. See an-112 CPA/CPM/CTR.

CPM

Cost Per Mille = (spend ÷ impressions) × 1000. Cost of reach. See an-112.

CTR

Click-Through Rate = (clicks ÷ impressions) × 100. Engagement quality. See an-112.

CPC

Cost Per Click = spend ÷ clicks. Per-click cost.

CPL

Cost Per Lead = spend ÷ leads.

Frequency

impressions ÷ reach. Average views per user. See tr-405 frequency.

Reach

Unique users who saw the ad. Distinct from impressions. See tr-406 reach vs impressions.

Impressions

Total ad views (one user × N views = N impressions). See tr-406.

Conversion rate

(conversions ÷ clicks) × 100. Post-click goal completion. See tr-407.

LTV

Lifetime Value. Total revenue per customer over relationship lifetime. External to Wevion. See tr-408.

ARPU

Average Revenue Per User. Revenue ÷ active users. External to Wevion. See tr-408.

Attribution window

Time period after click/view in which conversion is credited. Meta default: 7d click + 1d view. See am-121 attribution.

Postback

Conversion event reported back to ad platform after the user converts (purchase, signup). Lag 24-72h via Meta API. See am-121.

Platforms (ads)

Meta

Facebook + Instagram ads. Connection: /connect/meta. See meta-101.

Google Ads

Search + Display + YouTube. Connection: /connect/google-ads. See gog-101.

TikTok

TikTok Ads. Connection: /connect/tiktok. See ttk-101.

Taboola

Native advertising network. Connection: /connect/taboola. See tbl-101.

Snapchat

Snap Ads. Connection: /connect/snapchat. Behind env-gating in some workspaces (prod flag currently off).

Outbrain

Native advertising network (6th platform, active in prod). Connection: /connect/outbrain.

Commerce + tracking

Shopify

E-commerce platform. Wevion reads orders, products, inventory. See com-101 Shopify connect.

WooCommerce

WordPress e-commerce plugin. REST API via Basic Auth. See com-102.

Keitaro / Voluum / RedTrack / BeMob

Trackers — third-party tracking platforms that consume postbacks. Wevion integrates as source. See com-121 data sync.

TG Tracker

Telegram-based tracker. Some workspaces use it for postback callbacks.

Drive Service Account

Google Drive identity used by Wevion (NOT user OAuth). Owns Creative Hub files. See ch-108 Drive settings.

AI / Wavo

Tool (in chat)

Function Wavo can invoke. 30+ tools verified across 9 domains. See ai-105 actions.

Approval card

UI prompt that appears when Wavo plans any write/action tool (HIGH, MEDIUM, or LOW risk — every tool in TOOL_RISK_MAP). Requires Execute / Reject before the action runs. Only creative generation runs without a card.

TOOL_RISK_MAP

Classification of tools by risk: HIGH (delete_rule, duplicate, budget) / MEDIUM (create+toggle rules+entity) / LOW (drafts).

ACTION_TTL

30 minutes — approval card expiry. After this, action expires.

Credit (AI)

Billing unit for AI usage. 1 credit = $0.001. MARKUP 1.1× on model costs. See ai-109 credits + limits.

Project (chat)

Group of chat sessions with shared instructions, color, memory facts (max 20). See ai-106 projects + sessions.

MAX_TOOL_ROUNDS

15 — max tool rounds Wavo can chain per user turn (plus MAX_TOOL_CALLS_TOTAL=30 cumulative per session).

MAX_HISTORY

20 — messages in context per turn.

project_memory_fact

Per-project memory; max 20 facts; user opt-out available.

Rules + automation

Rule (automation)

If-then logic. Conditions trigger actions. See rul-101 rules overview.

Cooldown

Per-entity time-between-acts. Default 360 min (6h). Min 60 min for destructive actions. See rul-108 protections.

Circuit breaker

Auto-pauses a rule when error rate > 50% with ≥ 20 errored entities. Sets status: paused (with auto_paused_at) — never status: error. See rul-108.

MAX_EXECUTIONS_PER_DAY

Per-rule hard cap. Default 3, max 50.

increase_budget_pct / decrease_budget_pct

Rule actions to scale budget by %. Respects platform minimums + budget caps.

relaunch (Meta-only)

Rule action that copies ad with new creative.

Notifications

Notification type

One of the platform-defined notification types (ACCOUNT_STATUS_CHANGE, SPEND_CAP_WARNING, etc.). See ntf-103.

Channel

Delivery method: in_app, email, push (VAPID web), telegram, slack.

ROLE_DEFAULTS

Per-role × type × channel default matrix.

Owner fan-out

Owners receive notifications for team members' triggering actions (with "Team: [memberName]" prefix).

Telegram digest

Daily / weekly summary via cron every 15 min. Dedup via telegram_digest_log past 14 days.

Analytics

Cross-Channel

Multi-platform aggregated view. Gated by ENABLE_CROSS_CHANNEL_ANALYTICS. 90-day max date range. See an-105.

Single Platform

Per-platform deep dive. Always available.

MAX_DATE_RANGE_DAYS

90 — hard cap for cross-channel queries.

target_currency

Display currency in cross-channel mode. EUR intermediate for conversions.

KPI strip

Top-row aggregated metrics: spend, impressions, clicks, CTR, CPC, CPM, conversions, purchases, revenue, leads, CPA, ROAS.

Channel mix

Per-platform spend share + trend (donut + stacked area).

MixRecommendation

Rule-based budget allocation suggestion. NOT AI.

Workflow + RBAC

Workspace

Top-level scope. Each user belongs to one team within a workspace. Data team-isolated.

Team

Subset within workspace. Roles defined per team.

Roles (7)

super_admin (100), admin (90), owner (80), manager (70), mediabuyer (60), finance (50), viewer (40). See team-101 role hierarchy.

Impersonation

Super_admin / owner can impersonate other users via x-impersonate-user header. Logged in request.adminUser.

Audit log

Append-only record of significant actions. See team-113.

2FA

Two-factor authentication. TOTP authenticator OR email OTP fallback. Backup codes. See team-114.

Billing + credits

Subscription

Recurring paid access to Wevion features. Monthly / annual.

Credit_balance

Per-team AI credit balance. Separate from subscription.

credit_transaction

Append-only ledger of credit charges / top-ups.

team_credit_cap

Optional per-team cap on monthly AI spend.

3DS

3-D Secure verification for Stripe payments. May be required for some cards.

Technical / infrastructure

SQS

AWS Simple Queue Service. Wevion's async job infrastructure. Multiple queues: telegram, email, push, checker, generate-*, etc.

VAPID

Voluntary Application Server Identification — web push protocol. PUBLIC_KEY + PRIVATE_KEY env vars.

JWT

JSON Web Token. Wevion uses EdDSA-signed JWTs for session auth. 1-hour expiry, refreshed hourly (the underlying session lasts 7 days).

OAuth

Standard auth flow for connecting ad platforms (Meta, Google, etc.).

BetterAuth

Wevion's in-process auth library (apps/backend/src/lib/better-auth/).

Help Center / Featurebase

Wevion's documentation, support and feedback platform, hosting the docs at help.wevion.ai and powering support tickets. Runs on Featurebase.

Prisma

ORM for PostgreSQL. Wevion uses 2 clients: writer + reader.

postgrator

Migration tool. .do.sql (up) / .undo.sql (down). NOT Prisma migrate.

Cross-references

For terms not listed here: check the relevant cluster's articles:

• Getting started: gs-* articles + gs-120 glossary key terms
• Account + billing: acc-* articles
• Team + workspace: team-* articles
• Ad platforms: meta-, gog-, ttk-, tbl-, snp-* articles
• Commerce + tracker: com-* articles
• Campaign Creator: cc-* articles
• Ads Manager: am-* articles
• Rules: rul-* articles
• Creative Hub: ch-* articles
• Analytics: an-* articles
• Wavo: ai-* articles
• Notifications: ntf-* articles

FAQ

What is the difference between Wevion and Wavo?

Wevion is the ad-management platform itself, while Wavo is Wevion's in-app AI assistant. Wevion spans tools like Creative Hub, the Rules Engine, Ads Manager, and Campaign Creator, whereas Wavo is the conversational helper you invoke inside those areas. Both are brand-canonical names, and Wevion should never be abbreviated. See ai-101 meet Wavo.

How does Wevion calculate Frequency?

Frequency in Wevion equals impressions ÷ reach — the average number of times each unique user saw an ad. It sits alongside Reach (unique users who saw the ad) and Impressions (total ad views, where one user viewing an ad N times counts as N impressions). See the tr-405 frequency deep-dive for healthy ranges and fatigue signals.

What roles exist in Wevion's workspace hierarchy?

Wevion defines seven roles with descending permission levels: super_admin (100), admin (90), owner (80), manager (70), mediabuyer (60), finance (50), and viewer (40). Each user belongs to one team within a workspace, and data stays team-isolated. See team-101 role hierarchy for what each role can do.

Does Wevion calculate LTV and ARPU?

No — LTV (Lifetime Value) and ARPU (Average Revenue Per User) are external metrics, not computed by Wevion. LTV is total revenue per customer over their relationship lifetime; ARPU is revenue divided by active users. Both come from your own business tools. See tr-408 for how to apply them to ROAS targets.

What is an AI Credit in Wevion?

An AI Credit is Wevion's billing unit for AI usage, where 1 credit equals $0.001, with a 1.1× markup applied on model costs. Credits are tracked per team in a credit_balance separate from your subscription, with an append-only credit_transaction ledger, and an optional team_credit_cap limits monthly AI spend. See ai-109 credits + limits.

Related articles

• Glossary — key terms you'll see in Wevion
• ROAS — and when to scale or pause
• Meet Wavo — your AI assistant in Wevion