Glossary

Every term, defined plainly.

No jargon without explanation. If Anti-Agency Club uses a word, it is defined here - with a note on how the engine uses it.

CAC

Cost to acquire one paying customer, across all spend.

Reconciled against real revenue, not platform-reported conversions.

ROAS

Revenue divided by ad spend for a channel or campaign.

Read in the context of your stage - a ceiling at Scale, a win at Launch.

Incrementality

The revenue that only happened because of the spend.

Separates spend that drives orders from spend that just looks busy.

Creative fatigue

The decay in performance as an audience over-sees an ad.

Flagged from frequency and decay before the CPA proves it.

Confidence

How much to trust a given number: Verified, High, Directional, Limited or Blocked.

Attached to every recommendation so you know what to act on.

Reconciliation

Checking platform-reported numbers against your real revenue source.

The core of commercial-truth grounding.

Growth Quadrant

A two-axis model placing you by business maturity and strategic ceiling.

Sets which KPIs and recommendations apply to you.

Attribution window

The period a platform credits a conversion to an ad.

A common cause of the gap between platform and real numbers.

ACT TODAY

The top urgency tier: something actively costing money now.

Capped so the plan never becomes a to-do wall.

LTV

The total margin a customer produces over their lifetime.

Weighs which acquisition is actually worth the spend.