Glossary
Performance creative, explained
The words people use when they make, test and scale video ads – in plain language, with what they mean for your next ad.
A
- Ad claimsWhat an ad states about the product's effect – and has to be able to prove.
- AI labelA disclosure that an image, video or voice was generated or changed with AI.
- Andromeda (Meta)Meta's ad retrieval system, which groups creatives that look and sound alike.
- AngleThe reason to buy an ad leads with – for example the problem it solves, a comparison or a social proof story.
- Aspect ratioThe shape of the video: 9:16 for Stories, Reels and TikTok, 4:5 and 1:1 for feeds, 16:9 for YouTube.
- Awareness stageHow much the viewer already knows about the problem and the product (Eugene Schwartz's five stages).
B
C
- C2PA / Content CredentialsAn open standard for signed metadata that records how a file was made – including that AI was used.
- CPA (cost per acquisition)Ad spend ÷ the number of purchases (or other conversions) it produced.
- Creative fatigueAn ad that worked loses performance because the same audience has seen it too often.
- Creative testingRunning several ad variants against each other to find out which one performs – one change at a time.
- Creator briefThe document a human creator films from: shot list, lines, what to say and not to say, delivery specs.
- CTR (click-through rate)Clicks ÷ impressions – how often people who saw the ad clicked it.
H
- Hold rateHow many of the people who watched the opening kept watching – ThruPlays (or 6-second views) ÷ 3-second views.
- HookThe first one to three seconds of an ad – the part that decides whether someone keeps watching.
- Hook rateThe share of impressions that turn into a 3-second view (Meta) or 2-second view (TikTok).
- Hook variantThe same ad with a different opening – the cheapest way to test what stops the scroll.
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Put it into practice
Paste a product link – hooks, variants, captions and safe zones are built in.
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