Glossary: the terms Nexus uses

This page defines the terms you meet in the Nexus menus and pages. Each entry gives a short meaning and links to the page that explains it in full. Terms use the label that Nexus shows, in alphabetical order.

0–9

• 2nd Purchase Rate. Of the customers whose first order held a product, the share who later placed a second order of any product. See Relationships.

A

• Access token. A secret that lets one AI client reach your store's Nexus data. Treat it like a password. See MCP access.
• Account average return. The average return of your ads. Each verdict on Ad performance compares an ad with it. See Columns and verdicts.
• Ad. In Create, an ad is a Creative Set that Nexus turned into a rendered ad. You review it, approve it and deploy it to Meta or Google. See Review and deploy ads.
• Ad account. Your account on Meta or Google where your ads run. You connect it under Settings > Integrations. See Integrations.
• Ad Auto Rules. Rules that tell Nexus when to pause, resume or change the budget of an ad on Meta and Google. You choose which rules run and which need your approval. See Ad Auto Rules.
• Ad id. The identifier of an ad. When the link a shopper clicked carries it, Nexus uses it to match the sale to that ad. See Order detail.
• Ad set. On Meta, a group of ads that shares audience, placement and budget settings. Your Ad Deployment defaults apply to every new ad set. See Ad Deployment defaults.
• aMER. Acquisition MER: revenue from new customers' first orders, divided by total ad spend. See Customize KPI cards.
• Angle. The core idea an ad argues. Each angle names the tension it resolves and the audiences, moments and proof it can be told through. See Angles.
• Anomaly. On Transitions, a marker for an unusual move between segments. A dash means the move is normal. See Transitions.
• AOV. Average order value: revenue divided by the number of orders. See Customize KPI cards.
• Aspect ratio. The shape of an image, such as 1:1 or 9:16. Each campaign type needs set ratios. See Review a batch and use the creatives you like.
• Attributed order. An order that Nexus matched to one of your ads. See Order detail.
• Attribution. How Nexus credits a sale to the ad that drove it. Nexus matches the sale through the ad id in the ad's link, or through a weaker clue when the id is missing. See Order detail and Ad performance.
• Attribution window. On Meta, the number of days after a click or a view in which Meta credits a conversion to your ad. You set the click window and the view window in Ad Deployment. See Ad Deployment defaults.
• Audience. In Performance, a group of customers that you send to Meta or Google, to target or exclude in your ads. A Built audience is one you create in Nexus. An Imported audience is one you made on the ad platform. In an angle, an audience is one of the groups of people the angle can be told to. See Audiences and Angles.
• Auto-approve. A setting on an Ad Auto Rule. The rule applies its action without waiting for you. Scale-up actions and rules that use a winner metric always wait for your approval. Use Auto-approve only for rules you trust. See Ad Auto Rules.

B

• Brand identity. The colors, fonts, tone and assets that Nexus uses when it generates creatives and copy. See Brand identity.

C

• Campaign. An ad campaign on Meta or Google. A Nexus campaign is one you create in Nexus. A non-Nexus campaign comes from your ad platform. See Campaigns.
• Campaign Ready. A filter on Catalog Health for products that score above 80. See Catalog Health.
• Campaign type. The kind of ad that a Creative Set becomes on a platform. Meta offers Single image, Multi-aspect and Carousel. Google offers Responsive Display Ad, Performance Max and Demand Gen. See Review a batch and use the creatives you like.
• Catalog Health. A score for how complete and well presented each product listing is. It does not measure sales. See Catalog Health.
• Churn Risk. How likely a customer is to become inactive. The levels are Low, Medium, High and Critical. See All Customers.
• CLV. Customer lifetime value: the profit an average customer is expected to bring over the whole relationship. See Customer Intelligence.
• COGS coverage. How much of your free-gift data Nexus can price with a product cost (COGS means cost of goods sold). See Free gift product costs.
• Competitor. A brand whose public ads Nexus watches for you. You add and remove competitors in the Competitor Library. See Add, remove and refresh competitors.
• Competitor Library. A searchable archive of the ads your competitors run. See Browse and filter competitor ads.
• Competitor Synthesis. One view of your market, built from all analysed competitor ads. It shows what is saturated, where the gaps are and how you compare. See Competitor Synthesis.
• Composite Popularity. The Performance score as a percentile rank, from -100 to +100. It is the vertical axis of the quadrant map. It follows your Performance Score weights. See Product scores.
• Composite Sales. The Sales score as a percentile rank, from -100 to +100. It is the horizontal axis of the quadrant map. See Product scores.
• Concept. How an ad frames its story. An angle is the idea an ad argues. A concept is the way the ad tells it. See Concepts.
• Confidence. How much Nexus trusts a result. On a finding it shows as a percentage, and a dash means Nexus has no value. On a job or a creative pattern it shows as a label. See Top findings.
• Cost badge. A price tag that shows the credit cost of an action that uses credits, before you start it. The Billing page also shows costs. See Credits and top-ups.
• CPA. Cost per acquisition: spend divided by transactions. See Columns and verdicts.
• CPC. Cost per click: spend divided by clicks. See Columns and verdicts.
• Creative Batch. One run of the Creative Wizard, or one Create similar ad run. A batch holds the images that the run generated. See Creative Batches.
• Creative Radar. A set of charts that show which angles, hooks and offers competitors lean on. Your own ads sit in the same charts. See Creative Radar.
• Creative Set. One creative in several sizes, or one carousel with several cards. You edit the Set in Studio, then turn it into an ad. Some dialogs call it a Design Set. See Studio.
• Creative strategist. The person who plans and makes ad creatives. The persona Creative strategist opens Creative overview on Home. See Home dashboards.
• Creative synthesis. A page that turns the performance of your own ads into one brief. It shows which creative patterns win, which lose and the formula your best ads share. See Creative synthesis.
• Creative Wizard. The guided flow that generates a batch of ad images from an angle, a scene or a job, and the products you choose. See Generate a creative batch.
• Credit. The unit that pays for AI actions, such as generating ad images. Your balance has two pools: Monthly credits and Purchased credits. Purchased credits never expire. The Billing page shows both. See Credits and top-ups.
• CTR. Click-through rate: clicks divided by impressions. See Columns and verdicts.
• Customer Match. A built audience that Nexus makes from your own customer data and syncs to Meta or Google. See Build or edit an audience.

D

• Daily brief strip. A strip that appears when a new Morning Brief has items for you. It shows the item count and, when Nexus can estimate it, the potential impact. See Morning Brief.
• Daily Email Digest. A switch under Notifications on your profile page. Its text reads "Summary of alerts, brief highlights, and team activity". See Profile and notifications.
• Decomposed. Nexus calls an ad decomposed after it analyses the ad and labels its angle, hook and offer. See Browse and filter competitor ads.
• Delivered order. An order your store has marked as delivered. Home KPI cards and the Yesterday card count delivered orders. See Understanding your numbers.
• Demo Mode. A view that fills Nexus with a sample store, so every page shows real-looking numbers. The numbers belong to the sample store, not to you. See Demo Mode and sample data.
• Detected on store. A badge on a review app card. It means Nexus found that app on your store and you have not connected it yet. See Review apps and CSV import.
• Detractor. A customer who scores you low in an NPS survey. See NPS.
• Deterministic detection. A note on a finding that has no recommended actions. It means a rule surfaced the finding. See Top findings.
• Dismiss. Sets a finding to Dismissed. The status is final, and you find the finding again under Hidden in the Status menu. See Work through your findings.

E

• Early loser. A new ad whose click-through rate is below your benchmark. Launch Monitor shows a Kill button for it. See Launch Monitor.
• Early winner. A new ad whose click-through rate is above your benchmark. See Launch Monitor.
• Ecommerce manager. The person who runs the store. The Ecommerce manager tab on Home opens Store overview. See Home dashboards.

F

• Finding. Something Nexus detected in your store data, such as a problem or a chance in your products, customers, customer experience or ads. On Home, the list of findings is called Lucrative findings. See Top findings and Yesterday and findings.
• Finding status. Where a finding stands in your own tracking: New, Considering, In Todo, In Progress, Resolved or Dismissed. A status is your own note. Resolved and Dismissed are final. See Work through your findings.
• Free gift. A product you give away free with an order. A gift has a cost, and you choose where Nexus counts it. See Free gift product costs.

G

• GA4. Google Analytics 4. Nexus reads your store's traffic and product behavior from it. See Google Analytics 4.
• GA4 Tier. A rank for a product based on revenue per view and view volume: Best, Promising, Worst, Traffic Sink or Unclassified. Unclassified is a data gap, not a verdict. See Product scores.
• Gateway product. A product that works well as a first purchase, because its buyers go on to place more orders. See Relationships.
• Gateway Score. A score from 0 to 100 for how well a product works as a first purchase that leads to more. See Product scores.
• Granted permissions. The list in the Shopify card on Settings > Integrations that shows what access Nexus has to your store. See Data and permissions.
• Gross profit after ad spend. Your whole store's profit, minus total ad spend, with the margin. See Ad performance.

H

• Health Score. On Customer Intelligence, the share of your customers who sit in VIPs, Loyal Customers or Rising Stars. See Customer Intelligence.
• Hidden Gem. A product that customers like but too few buy. It sells below the median and engages above it. See Quadrant Overview.
• Hit rate. The share of newly launched ads that beat your portfolio median return. In Pro mode on Ad performance, a winner follows your Winning criteria when you set them. See Customize KPI cards.
• Hold rate. The share of video plays that stay to the end of the video. See Customize KPI cards.
• Hook. The part of an ad that grabs attention first. Nexus labels the Hook Tactic of each analysed competitor ad. See Competitor ad detail.
• Hook rate. The share of video plays that reach the first quarter of the video. On Google, Nexus counts each impression as a play. The hook rate rule in Winning criteria covers Meta video ads only. See Customize KPI cards.

I

• Impact. An estimated revenue range for acting on a finding. A dash means Nexus has no estimate. A small flask icon beside it says the estimate is still being calibrated. See Top findings.
• Industry. The type of store you run. In setup, Nexus uses it to suggest a starting margin. In the public demo, it picks the sample store. In the Inspiration Library, it picks the brands for Same-industry ads. See Install Nexus and start your setup.
• Industry peer. A brand in your industry whose ads you can browse in the Inspiration Library. Nexus does not label its ads with angle, hook or offer. See Inspiration Library.
• Inspiration brand. A brand you follow for ideas. It is not a competitor, so it never changes your competitor insights. See Inspiration Library.
• Inspiration Library. The page in the Nexus menu for the ads you save and the ads of your competitors, Inspiration brands and industry peers. You can file saved ads in folders. See Inspiration Library.
• Integration. A card on the Integrations page that links one data source or ad platform to Nexus. Each card shows its connection status. See Integrations.

J

• JTBD. Jobs to be done. A job is the reason a customer hires a product. Nexus writes down the job each product does, from the product's reviews. See JTBD Insights.

K

• Kill. The button on an early loser in Launch Monitor. It opens a window where you pause the ad or archive it. See Launch Monitor.
• KPI card. A tile on a Home dashboard. It shows one metric, its change against the previous period and its target. See Customize KPI cards.

L

• Launch cohort. A group of ads that started in the same period. Lifecycle plots one line for each cohort. See Lifecycle.
• Launch Monitor. A page that tracks new ads through their early window. It compares each ad with your account's own benchmark. See Launch Monitor.
• Learning phase. On Meta, the early period after an ad starts or changes, while the platform tunes delivery. Ad Auto Rules can skip ads in it. See Ad Auto Rules.
• Library. Your own images and videos, kept in folders and tagged. You reuse them in Studio. See Library.
• Lifecycle. A page that shows how your creatives age. It ranks the ads that lose strength and shows where your spend sits by creative age. See Lifecycle.
• Lift. How much more often a creative pattern appears in your winning ads than in all your ads. Creative synthesis ranks patterns by it. See Creative synthesis.
• Lookalike. A built audience that Meta builds from a seed audience you pick. Nexus lists no members for it. See Build or edit an audience.

M

• Market plays. On Competitor Synthesis, the ways competitors build their ads, grouped by dimension. See Competitor Synthesis.
• Master mode. A setting on Ad Auto Rules that overrides every rule. It is Off, Require human approval for all or Auto-approve where allowed. See Ad Auto Rules.
• Matched revenue. Revenue from orders that Nexus tied to a specific ad. See Ad performance.
• MCP. The Model Context Protocol. It lets an AI assistant read your Nexus data. With write access, the assistant can also take actions. See MCP access.
• Media buyer. The person who runs your paid ads. The Media buyer tab on Home opens Ads overview, and the persona Ad Manager opens it for you. See Home dashboards.
• Merchant Center. The Google account that Shopping and retail Performance Max campaigns use. You select it when you connect Google Ads. See Google Ads.
• MER. Marketing efficiency ratio: total store revenue divided by total ad spend. See Customize KPI cards.
• Merge. Combines two or more findings about the same problem into one card. One finding becomes the primary. This page has no button to split them again. See Work through your findings.
• Meta Pixel. The Meta tracker that supports conversion tracking and Target ROAS bidding. See Meta Ads.
• Morning Brief. A one-page summary of your store for today. It gives a verdict, a short narrative, yesterday's numbers, what went well and what needs your attention. See Morning Brief.

N

• nCAC. Ad-matched new-customer CAC: ad spend divided by first orders matched to an ad. A Partial label means the number leaves out some spend. See Customize KPI cards.
• Needs Attention. A filter on Catalog Health for products that score below 60. See Catalog Health.
• Not counted. A Performance Score group that the score leaves out, for example because your weights set it to 0%. Its weight goes to the other groups. See Performance Score weights.
• NPS. Net Promoter Score. It is the share of promoters minus the share of detractors. Surveys ask how likely a customer is to recommend you. See NPS.

O

• Offer. The deal an ad leads with. Offer Framing is how the ad presents it. See Creative Radar.
• One-way step. A step in the setup wizard that locks when you press Next. The step and every step before it stay visible but lose Edit. See The setup wizard.
• Open gaps. On Competitor Synthesis, the angles, objections and audiences that few competitors address and you do not. See Competitor Synthesis.
• Origin. How a creative came to be: AI-generated, User-created or Refined in Lab. Lifecycle compares the three. See Lifecycle.

P

• Percentile rank. A score that places a product against your other products, from -100 to +100. 0 is the median product, not a midpoint. Only recently sold products take part. See Product scores.
• Performance Max. A Google campaign type. Nexus credits its sales to an asset group, not to a single ad. See Ad performance.
• Performance Score. A score from 0 to 100 for a product. It blends ten signals in three building blocks: Behavior, CX and Demand. You choose how much each signal counts. See Product scores and Performance Score weights.
• Persona. A label for what a person focuses on, such as Ad Manager. It picks the Home dashboard that opens for you. See Home dashboards.
• Placement. A place where Meta shows an ad, such as a feed or reels. In Ad Deployment you cross out the placements that Nexus must skip. See Ad Deployment defaults.
• POAS. Profit on ad spend: gross profit divided by ad spend. See Customize KPI cards.
• Predicted revenue. A model estimate of the lifetime revenue of a customer. It is revenue, not profit. See Customer Intelligence.
• Predicted revenue return. A model estimate of your customers' lifetime revenue divided by ad spend. It measures revenue, not profit. See Columns and verdicts.
• Priority. A label of High, Medium or Low that ranks a finding in the feed. The page does not show the score behind it. See Top findings.
• Product Intelligence. The title of the Products page under Insights > Products. It holds quadrants, scores, stickiness, relationships and JTBD insights. See Products.
• Promoter. A customer who scores you high in an NPS survey. See NPS.
• Propensity. How likely a customer is to buy soon. The levels are Very High, High, Medium, Low and Dormant. See All Customers.
• Public demo. A sample account that you open from its own web page, before you install Nexus. You pick an industry and land in a filled account. See Try the public demo.

Q

• Quadrant. The group a product falls in when Nexus compares its sales and its popularity with the median of your catalog. The four quadrants are Star, Hidden Gem, So & so and Simple Stone. See Quadrant Overview.
• Quality Gate. Nexus's own check of an ad. An ad that fails the check shows as Rejected by Quality Gate. The ad detail panel shows the Quality Gate score. See Review and deploy ads.

R

• Recommendation. How suitable a product is for ads: Feature, Test, Neutral or Avoid. It starts from the GA4 tier, and poor reviews can lower it. See Product scores.
• Refresh queue. On Lifecycle, the creatives to remake first. Nexus ranks them by spend times decay rate. See Lifecycle.
• Repurchase window. The time in which a customer is expected to reorder a product. It builds on the Expected Interval, the usual days between orders of that product. Customers are Approaching, Open Windows, Overdue or Lost. See Repurchase Signals.
• Retention marketer. The person who runs email and repeat-purchase campaigns. The persona Email Manager has no tab of its own, so Home opens Store overview. See Home dashboards.
• Review platform. The app that collects your product reviews. You connect it, or import reviews from a CSV file. See Review apps and CSV import.
• RFM. Recency, Frequency and Monetary value. Each customer gets three digits: days since the last order, number of orders and amount spent. The digits form one score. See RFM scores and points.
• RFM group. A customer segment, such as VIPs. The Groups tab names and ranks your groups. See RFM groups and score mapping.
• ROAS. Return on ad spend: platform-reported revenue divided by ad spend. See Customize KPI cards.
• Role. The label on a person's row in the Team tab: Owner, Admin, Editor, Creative or Viewer. See Team and roles.

S

• Sample data. The numbers, products and ads of the sample store that Demo Mode shows. An amber Sample data badge marks them. See Demo Mode and sample data.
• Score bands. On the RFM Points tab, the value ranges behind each point of the score. See RFM scores and points.
• Score Mapping. The tab and setting that decides which RFM scores belong to which group. See RFM groups and score mapping.
• Second Purchase Hero. A product whose buyers often order again. Quadrant Overview lists the share of new customers who ordered again after buying it. See Quadrant Overview.
• Seed audience. The audience that a Lookalike copies. It must already be on Meta. See Build or edit an audience.
• Segment. A group of customers with similar RFM scores. Segment names follow your RFM groups. See Customer Intelligence.
• Sentiment. How customers feel, read from their reviews. Each review is Positive, Neutral or Negative. See Sentiment.
• Setup wizard. The questions that open when you press Start your setup, while Nexus imports your store. See The setup wizard.
• Share link. A link that lets a person outside your team view a Creative Set. The person needs no Nexus account. You can revoke the link. See Share a Creative Set.
• Simple Stone. A product that sells below the median and engages below it. Bundle it with Stars or run a promotion. See Quadrant Overview.
• SKU. The product code of an item. Order detail shows it in the line items table. In a review CSV import, you can map it to link each review to a product. See Order detail and Review apps and CSV import.
• So & so. A product that sells above the median but engages below it. Customers buy it but do not engage with it. See Quadrant Overview.
• Spend share. A row's share of total account spend. See Columns and verdicts.
• Star. A product that sells above the median and engages above it. Keep it in stock and keep marketing it. See Quadrant Overview.
• Stickiness. How often the same customer comes back to buy the same product. Nexus compares each product with the rest of your own catalog. A product is Highly Sticky, Moderately Sticky, Low Stickiness or Transactional. Low Stickiness means customers reorder it often, but too few customers bought it to rely on the signal. Transactional means no meaningful repeat signal. See Product Stickiness.
• Store Status. A page that shows whether the scheduled jobs that feed Nexus ran on time. A job is On track, Behind, Failed, Never run or Not enabled. See Store Status.
• Strategy. A choice on a Nexus campaign: Optimize refines proven creative angles, Experiment tests new concepts and hooks. See Campaigns.
• Studio. The home of your Creative Sets. You browse, create and edit Sets there, then turn them into ads. See Studio.

T

• Target. The value you want a KPI card to reach. Until you change it, the card shows a Default target. See Customize KPI cards.
• Testing Backlog. Your saved list of ideas you have not tried yet. Each idea is a market concept that competitors run and your own set lacks. Ideas move through To test, Briefed, Tested and Dismissed. See Testing Backlog.
• Testing share. The share of spend that goes to untested creative, not to proven winners. See Customize KPI cards.
• Thumbstop rate. The share of impressions that hold attention past three seconds. It covers Meta video ads only. See Customize KPI cards.
• Top-up. Buying extra credits with Buy More. Purchased credits never expire. See Credits and top-ups.
• Transition. A move of a customer from one segment to another. A move to a higher-value segment is an upgrade. A move to a lower-value segment is a downgrade. See Transitions.
• Trial. A trial period. A banner at the top of the app shows the days left. The Billing page shows your options. See Plans, trial and your subscription.
• Triple Whale. An analytics tool that you connect so Nexus can attribute orders to the ad that drove them. See Triple Whale.
• True profit. Profit on the orders that Nexus matched to a row, minus the part of its spend those orders cover. It needs your store's order data. See Columns and verdicts.

U

• UTM parameters. Tags in an ad's link that say where a visit came from: source, medium, campaign, content and term. Order detail shows them. See Order detail.

V

• Verdict. A badge on Ad performance that compares an ad with your account average return: Scale, Strong, Promising, Leaking or Toxic. See Columns and verdicts.
• Verified buyer. A review that the review platform marks as written by a buyer. In a review CSV import, you can map it as an optional column. See Review apps and CSV import.
• Vitamin to Painkiller. A score from 0.00 to 1.00 for why customers buy. A painkiller fixes something that hurts. A vitamin improves something that is already fine. Neither end is better. See JTBD Insights.

W

• Winning ad. An ad that meets your winning criteria. A potential winner meets a second set of rules that you write for it. See Define what a winning ad is.
• Winning Formula. On Creative synthesis, the traits your best ads share, such as platform, format, hook, angle and offer. See Creative synthesis.

Y

• Yours. A tag on the Home dashboard tab where Home opens for you. It stays on that tab while you view another one. See Home dashboards.

Related

• Find your way around Nexus
• Product scores
• Customize KPI cards
• Credits and top-ups
• Understanding your numbers
• Troubleshooting
• Data and permissions