> ## Documentation Index > Fetch the complete documentation index at: https://docs.superscale.ai/llms.txt > Use this file to discover all available pages before exploring further. # Glossary > Key Superscale, advertising, creative, and performance terms. Use this page when a term in Superscale or performance marketing feels ambiguous. The definitions below use the meaning that matters inside Superscale, not the broadest possible industry definition. ## Superscale structure | Term | Meaning | | --------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Workspace | The highest-level container for a company, agency, or operating team. Shared assets, people, and account-level settings live here. | | Brand | A distinct business, product line, or client inside a workspace. Brand-level context should explain positioning, voice, audience, visual identity, and claims. | | Product | A specific item, offer, service, collection, funnel, or catalog entry that Superscale can reason about when creating ads. | | Context | The information Superscale uses to understand the business before producing research, strategy, copy, images, video, or reports. | | Context file | A document, deck, screenshot, spreadsheet, or brief uploaded to help Superscale understand a workspace, brand, product, campaign, or task. | | Reference image | A visual example used to guide generation. Product shots, packaging, screenshots, founder photos, UGC frames, and preferred styles belong here. | | Asset Drive | The shared library for reusable assets: product photos, logos, videos, raw UGC, screenshots, previous winners, brand assets, and approved examples. | | Custom skill | A repeatable instruction or workflow that teaches Superscale how your team wants a task done. Skills are useful for recurring research, creation, and reporting patterns. | | Scheduled run | A recurring Superscale task, such as weekly competitor monitoring, daily performance checks, or a monthly creative refresh. | ## Creative strategy | Term | Meaning | | --------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------- | | Creative hypothesis | A testable idea about why an audience might respond, such as a pain point, angle, offer, proof point, format, or visual pattern. | | Messaging matrix | A structured map of audiences, pains, objections, offers, proof points, hooks, and formats. It helps avoid making random variants. | | Hook | The first moment of an ad that earns attention. A hook can be a line of copy, image, spoken opening, visual interruption, or concrete problem statement. | | Angle | The strategic route into the offer. Examples: cost savings, speed, social proof, aspiration, risk reversal, comparison, or pain avoidance. | | Concept | The full ad idea: hook, visual scenario, message, proof, offer, CTA, and format. | | Variant | A controlled change to an ad concept. Good variants isolate what changed so the team can learn from performance. | | Winner | A creative or concept that outperforms the account's current benchmark and deserves more spend, adaptation, or scaling. | | Loser | A creative that fails the benchmark. It can still be useful if it clarifies which angle, format, audience, or claim does not work. | | Fatigue | Performance decline caused by an audience seeing the same creative too often, usually visible through rising frequency, falling CTR, or worsening CPA/ROAS. | | Creative as targeting | The idea that an ad's message and format attract a specific segment even before platform targeting does. | ## Ad formats and media | Term | Meaning | | ------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------- | | Static ad | A single image ad. Useful for fast message testing, offers, product shots, before/after framing, and visual concepts. | | Video ad | A moving creative with generated footage, edited B-roll, UGC, product footage, voiceover, text, or a combination of those assets. | | UGC | User-generated-style creative. It may be genuine customer content or a scripted creator-style ad that feels native to social feeds. | | B-roll | Supporting footage used in a video ad, such as product use, lifestyle clips, screenshots, founder footage, manufacturing, packaging, or customer moments. | | Voiceover | Spoken narration added to a video. It should match the market, audience, pronunciation, and claim sensitivity. | | Lip sync | Video generation or editing where spoken audio is synchronized with a person on screen. It is useful for presenter-style ads and localization. | | Aspect ratio | The shape of a creative, such as 1:1, 4:5, 9:16, or 16:9. Different placements favor different ratios. | | Resize | Adapting an existing concept to another aspect ratio. Resizing works best for simple layouts; dense text or product-heavy scenes often need recreation. | | Export | Downloading finished creative for manual upload, review, or use outside Superscale. | | Publish | Sending assets or campaign structures toward an ad platform workflow. Publishing may require write access, depending on the integration. | ## Research and competitor analysis | Term | Meaning | | ----------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------- | | Direct competitor | A brand selling to the same buyer with a similar product, offer, or category position. | | Same-league brand | A brand with a similar level of creative sophistication, spend, audience, or market maturity, even if the product is not identical. | | Inspiration brand | A brand worth studying for creative style, messaging, funnel structure, or positioning, even when it is not a direct competitor. | | Ad library | A public or platform-provided collection of active and historical ads. Superscale uses these as raw evidence, not as proof of performance by itself. | | Ad score | A heuristic signal that helps prioritize ads for review. Treat it as a research shortcut, not a guarantee that an ad is profitable. | | Pattern | A repeated creative, messaging, offer, or format choice across many ads or brands. Patterns are more useful than isolated examples. | | Swipe file | A collection of useful ad examples for later strategy and creative work. A good swipe file explains why each example matters. | ## Performance metrics | Term | Meaning | | --------- | -------------------------------------------------------------------------------------------------------------------------------------- | | CTR | Click-through rate. The percentage of impressions that become clicks. Often useful for diagnosing hook, relevance, or curiosity. | | CPC | Cost per click. The average cost of each click. Useful, but weak by itself because cheap clicks may not convert. | | CPM | Cost per thousand impressions. A media cost metric that affects how expensive attention is in a placement or audience. | | CPA | Cost per acquisition. The cost to get the desired conversion, such as a purchase, lead, booking, or signup. | | CAC | Customer acquisition cost. Similar to CPA, but usually interpreted at the business level and often includes broader acquisition costs. | | ROAS | Return on ad spend. Revenue divided by ad spend. A ROAS of 3 means 3 units of revenue for every 1 unit spent. | | CVR | Conversion rate. The percentage of visitors or clicks that complete the desired action. | | AOV | Average order value. Revenue per order. Higher AOV can support higher CPA. | | MER | Marketing efficiency ratio. Total revenue divided by total marketing spend. Often used as a blended business-level efficiency metric. | | Frequency | Average number of times each person saw an ad. High frequency can signal saturation or fatigue, depending on performance. | | Thumbstop | A social video signal for whether people stopped scrolling long enough to watch the beginning of the ad. | ## Billing and access | Term | Meaning | | ----------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | Credit | The unit Superscale uses for paid generation or compute-intensive work. Credits are most relevant when creating or regenerating assets. | | Monthly credits | Credits included in a plan and replenished on a billing cycle. | | Top-up credits | Extra credits purchased when the monthly allowance is not enough. The billing UI shows current pack sizes and expiration rules. | | Failed generation | A generation that fails technically or produces an unusable result because the system did not complete the requested action. These should be treated differently from normal creative dissatisfaction. | | Read-only access | An integration permission level that lets Superscale analyze data without making account changes. | | Write access | An integration permission level that allows Superscale to create, push, or modify assets, campaigns, reports, or destinations depending on the integration. | ## Compliance and approval | Term | Meaning | | ------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------- | | Claim | Any statement that says what the product does, how well it works, who it helps, or what result a customer can expect. | | Substantiation | Evidence that supports a claim. This can include product data, customer proof, case studies, test results, or approved legal language. | | Regulated category | A category where claims, targeting, creative, or approvals need extra caution, such as health, finance, legal, supplements, alcohol, or employment. | | Brand safety | Guardrails that keep output aligned with approved claims, tone, audience, and visual rules. | | Approval workflow | The human review path before publishing or spending money on a creative, report, or campaign structure. |