When something's not right

Glossary: what the words mean

Plain meanings for every term you'll see.

Client Guide: the list of facts about a client that every campaign is written from.
Can say publicly / Direction only / Needs a yes first: whether a fact may appear in public posts, may only guide the work, or needs someone's OK first.
Brief: the plan and price for a campaign, which you accept before anything is made.
The plan: the client-ready part of the brief: big idea, audiences, channels, ad budget split, measures, timeline.
Credits: what work is paid for in. 1,000 credits = US$10.
Credit budget: the most a campaign may use.
Ad budget: what the client pays the ad platforms. Separate from credits.
Quality check: our automatic review of every piece of work, scored out of 100.
Actions: everything waiting on a person.
Feed post: a normal post (4:5 on Instagram and Facebook).
Story: a full-screen vertical post (9:16) that disappears after a day.
Reel: a vertical video post. Every post also comes as a short video for Reels, TikTok and YouTube Shorts.
Carousel: a post with several images to swipe through.
CTA (call to action): what we ask people to do: "Book now", "Listen now".
Alt text: a description of each image for people using screen readers.
Bleed: extra picture around the edge of a print file, trimmed off by the printer.
UTM / tracked link: a link with tags that show in Google Analytics which post or channel brought a visitor.
Revise: redo one finished post with a note.
Sign-off: the client's or a manager's approval, recorded.

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