Glossary
Every term, defined plainly.
No jargon without explanation. If Anti-Agency Club uses a word, it's defined here.
ACT TODAY
The highest urgency tier in an Anti-Agency Club action plan.
How Anti-Agency Club uses it: Something is actively costing money — act before the next spend cycle.
Attribution window
The time period a platform credits a conversion to an ad interaction.
How Anti-Agency Club uses it: Anti-Agency Club checks whether the window is inflating credit for a given channel.
Business Maturity
One of two axes in the Growth Quadrant, measuring how proven the acquisition model is.
How Anti-Agency Club uses it: Combined with Strategic Ceiling to place you on the quadrant.
CAC
Customer Acquisition Cost — the cost to acquire one new customer.
How Anti-Agency Club uses it: Compared against LTV to judge channel health.
Commercial model
The way a business makes money — ecommerce, subscription, lead generation, marketplace.
How Anti-Agency Club uses it: Benchmarks and recommendations are organised by this, not just industry.
Confidence (Verified / High / Directional / Limited / Blocked)
A five-level scale showing how much to trust a given number.
How Anti-Agency Club uses it: Shown alongside every metric Anti-Agency Club surfaces.
CPA
Cost Per Acquisition — spend divided by conversions.
How Anti-Agency Club uses it: Tracked per platform and reconciled against revenue.
Creative diversity
How many distinct creative concepts are live at once.
How Anti-Agency Club uses it: Low diversity flags concentration risk.
Creative fatigue
The decline in ad performance as an audience is repeatedly exposed to the same creative.
How Anti-Agency Club uses it: Detected via frequency and performance decay.
DO THIS WEEK
The middle urgency tier in an Anti-Agency Club action plan.
How Anti-Agency Club uses it: A meaningful opportunity — won't hurt today but costs you if ignored.
Frequency
The average number of times a person has seen a given ad.
How Anti-Agency Club uses it: A leading indicator of creative fatigue.
Growth mode
The current Growth Quadrant stage a business is placed in.
How Anti-Agency Club uses it: Shown on every diagnostic card.
Growth Quadrant
A two-axis model placing a business by maturity and strategic ceiling.
How Anti-Agency Club uses it: Determines which recommendations and KPIs are surfaced.
Incrementality
The revenue a channel genuinely adds, beyond what would have happened anyway.
How Anti-Agency Club uses it: Used to flag spend that converts existing demand rather than creating new revenue.
LTV
Lifetime Value — the total revenue expected from a customer over their relationship with the business.
How Anti-Agency Club uses it: Compared against CAC to judge channel and cohort health.
PLAN NEXT
The lowest urgency tier in an Anti-Agency Club action plan.
How Anti-Agency Club uses it: Worth thinking about for next week or month — no rush yet.
Reconciliation
Checking a platform's reported numbers against actual revenue.
How Anti-Agency Club uses it: The core mechanism behind Anti-Agency Club's confidence scoring.
ROAS
Return On Ad Spend — revenue generated per unit of spend.
How Anti-Agency Club uses it: Always shown alongside a confidence state, never on its own.
Scale Readiness
A composite score of how prepared an account is to absorb more spend efficiently.
How Anti-Agency Club uses it: Shown on the diagnostic card scores strip.
Strategic Ceiling
One of two axes in the Growth Quadrant, measuring remaining headroom.
How Anti-Agency Club uses it: Combined with Business Maturity to place you on the quadrant.
Tracking confidence
How reliable the underlying measurement setup is, independent of any single metric.
How Anti-Agency Club uses it: Shown as a percentage on every diagnostic card.
See these terms in your own diagnosis.
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No jargon without explanation. If Anti-Agency Club uses a term, it's defined plainly here.
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