Glossary

Every word Omnymous uses for its own ideas, each in one sentence, with the page of this guide that explains it.

Each term links to the page that explains it in full. The numbers on the Analytics screens, such as ROAS, POAS, CM2 or the claim gap, are defined with their formulas in Metrics.

A

Term	Meaning
Arm	One side of an experiment, the ads that carry the same value of the dimension being tested. See Experiments.
Atom	One piece of an ad that credit can reach on its own, such as an avatar, an angle, a hook, an offer, a page, or one property of them, such as a desire. See How Omnymous works.
Atom model	The rule that passes an ad's credit on to the atoms inside it, Carried, Shared or Fitted. See Carried, Shared and Fitted.
Attributed	Credited by Omnymous, an order's revenue split across the visits the pixel recorded before it, under the attribution model. See How to read the numbers.
Attribution model	The rule that splits an order's credit across the touches in the buyer's journey, such as Last Click or Linear. See How to read the numbers.

C

Term	Meaning
Call	What the Lab is prepared to say about an atom, Winner or Loser when it is sure enough, Leads or Trails before that. See Attribution Lab.
Carried	The atom model in which every atom of an ad carries the ad's whole credit, so the atoms add up to more than the money. See Carried, Shared and Fitted.
Cohort	The customers whose first order fell in the same calendar month, followed month by month after it. See Store.
Confounded	The verdict on an atom that always ran beside the same other atoms, so its effect belongs to the group and cannot be told apart. See Attribution Lab.
Congruency	How far a landing page argues what its ad promised, the same angle, avatar, offer and product. See Journeys.
Contrast	Two atoms of the same dimension set against each other, with how many times stronger one is than the other. See Attribution Lab.
Cost rule	A cost you enter, per order, per line, as a share of revenue or per month, that Omnymous subtracts on the way to net profit. See Enter your costs.

D

Term	Meaning
Dimension	A kind of atom, such as hook, angle, desire, offer or one of your own properties. See Attribution Lab.
Direct visit	A visit with no source, such as a typed address or a bookmark, which earns credit only when the buyer's whole path was direct. See How to read the numbers.

E

Term	Meaning
Experiment	Ads in one campaign that differ in exactly one dimension, which Omnymous follows as a test without being told. See Experiments.

F

Term	Meaning
Family	All the atoms of one dimension, whose average each atom's effect is measured against. See Attribution Lab.
Fit	The model the Lab learns from your ads every night, over the last 30 days, the last 90 or all time. See Attribution Lab.
Fitted	The atom model that divides an ad's credit like Shared, weighted by how much each atom was measured to do. See Carried, Shared and Fitted.

G

Term	Meaning
Gap	A pair of atoms that never ran together, with what the Lab expects of it. See Attribution Lab.

H

Term	Meaning
Held	What every arm of an experiment has in common, so that the one thing that differs can be compared. See Experiments.

I

Term	Meaning
Identified	The verdict on an atom whose effect can be told apart from the atoms it ran beside. See Attribution Lab.
Insight	A finding Omnymous files when one of its daily detectors passes its test, with one thing to do about it. See Insights.

L

Term	Meaning
Launcher	The screen that pairs creatives with pages and launches them on Meta, with each ad's pieces on record. See How Omnymous works.
Library	Where Omnymous keeps what your marketing is made of, your products, knowledge, variables and finished creatives and pages. See How Omnymous works.
Lineage	The record of which Library items an ad was built from, kept from the moment Omnymous helps you make it. See How Omnymous works.

O

Term	Meaning
Observed ad	An ad Omnymous did not launch, which it read from your ad account and linked to your Library. See Ad census.
Omni	The assistant in Omnymous that answers questions about your store, your campaigns and your Library. See Find your way around.

P

Term	Meaning
Pixel	The Omnymous web pixel on your Shopify store, which records the visits between an ad click and an order. See Check that the pixel is reporting.

R

Term	Meaning
Recipe	A combination of two or three atoms, such as a hook with an avatar, ranked by the profit of the ads that carried them together. See Creative DNA.
Reported	Claimed by an ad platform for its own ads, which only Meta does for revenue. See How to read the numbers.

S

Term	Meaning
Shared	The atom model that divides an ad's credit among its atoms by stage, by dimension and by atom, so the atoms add up to the money. See Carried, Shared and Fitted.
Stage	Where on the way to an order an atom acts, attention, intent, conversion or the basket, each measured on its own rate. See Attribution Lab.
Studio	The canvas where you build new creatives and pages from Library pieces. See How Omnymous works.

T

Term	Meaning
To review	Where pieces of your ads that Omnymous could not tell apart from a Library item wait, on that item's Library page, for you to merge them into it or keep them as new. See How Omnymous works.
Touch	One visit in a buyer's journey that can earn credit for the order, such as a click on an ad. See How to read the numbers.

V

Term	Meaning
Variable	A reusable piece of your marketing in the Library, an avatar, an angle, ad copy, an actor, page copy or an offer. See How Omnymous works.

W

Term	Meaning
Weak	The verdict on an atom whose data lean one way, though its ads varied it too little to say much. See Attribution Lab.
Winner bar	The return a creative has to reach to count as a winner, your own target or by default 1.3 times your portfolio's return. See Creatives.