| Agent |
Autonomous software component that plans and executes tasks using tools (APIs) within guardrails |
| Arif |
Digital Ads module engineer — R + A for build and module delivery |
| Emre |
VC / board — A for partnerships, pilot client, creative program, commercial gates |
| BM (Business Manager) |
Meta's container for ad accounts, pages, pixels, and system users |
| Business Center (TikTok) |
TikTok's equivalent of Meta BM for advertiser management |
| CAPI |
Conversions API — server-side event delivery to Meta (also used generically for similar APIs) |
| Change set |
A bounded group of optimization mutations applied together |
| Cost Guard |
Deterministic (non-AI) service that tracks token spend per run_id and terminates work at 3× estimated cost |
| QC loop telemetry |
Structured logging of every QC pass/fail and correction attempt — agent, model, task, playbook versions, input/doc refs |
| QC success floor |
Minimum acceptable first-pass or eventual QC success rate (default 80%); breach triggers ops alert and auto-optimization |
| Connector |
Platform-specific adapter implementing Kobi's internal interface (Google Ads connector, etc.) |
| Control plane |
Human Touch Dashboard (approvals) + System Ops Dashboard (logs, statistics) |
| Human Touch Dashboard |
Operator-facing approvals, plan diffs, tenant timeline — business RBAC |
| System Ops Dashboard |
Developer/system-user console — logs, health, QC/Cost Guard statistics — IAP + VPN |
| Scope red flag |
Required API capability unavailable or blocked — must resolve before promising SKU feature |
| Marketing API Access Tier |
Meta app tier controlling Marketing API rate limits (Limited vs Full) |
| Kobi warehouse |
BigQuery in Kobi GCP — Google Ads exports, agent telemetry; excludes client GA4/MMP BQ |
| Pilot client |
First real SMB business used to test end-to-end (onboard → ads → report). Sourced via VC/board — not ad creatives. |
| TikTok app Live |
TikTok for Developers production approval — Marketing API on real advertisers. Sandbox = test only. Not live streaming. |
| Implementation guide |
Client deliverable: manual pixel/CAPI install + optional GTM template; Kobi does not publish GTM in v1 |
| CRM |
Internal Kobi customer relationship management system |
| DV360 |
Display & Video 360 — Google's programmatic buying platform |
| EMQ |
Event Match Quality — Meta metric for CAPI data quality |
| Execution manifest |
Record linking logical campaigns to platform IDs for a plan version |
| Feed |
Structured product/data file for Merchant Center or catalog ads |
| GA4 |
Google Analytics 4 — designated source of truth for measurement |
| GCLID |
Google click identifier captured for offline conversion matching |
| Guardrail |
Hard or soft limit on automated actions (budget delta, etc.) |
| HITL |
Human-in-the-loop — approval workflow for non-autonomous actions |
| IO |
Insertion Order — DV360 budget/contract container |
| Kobi |
Parent SaaS platform for small-business clients across verticals |
| MCC |
Google Ads My Client Center — agency account hierarchy |
| MCA |
Merchant Center multi-client account (aggregator) |
| Media plan |
Approved document defining channels, budgets, KPIs, and structure |
| Merchant Center |
Google product feed hub for Shopping ads |
| Offline conversion import |
Uploading CRM conversions to Google Ads with click ID or user identifiers |
| Orchestrator |
Central agent/service routing lifecycle state and work |
| Plan version |
Monotonic version ID of an approved or draft media plan |
| Platform connector |
See Connector |
| Pub/Sub |
Google Cloud publish/subscribe messaging (illustrative event bus) |
| sGTM |
Server-side Google Tag Manager |
| SKU |
Client product tier defining channels and service level |
| plan_entitlements |
Per-tenant limits from SKU — media cap, credit sub-limit, channels, catalogs |
| provisioning_template |
Vertical-specific onboarding package — events, pixels, catalogs, compliance flags |
| PRE (pre-launch) |
One-time agency setup (MCC invoicing, Kobi-entity business verify, Meta credit, etc.) — checklist only, no per-client ONB warning |
| Business verification |
Platform proof of who operates the ad account — Kobi legal entity by default on MCC/BM/BC; not client incorporation docs |
| Domain verification |
Proof of client website ownership (DNS/meta-tag) — separate from business verification |
| Kobi Relay |
Phase 2+ first-party tag service — client CNAME + k.js; server fan-out to Meta/TikTok/GA4/Ads |
| SoT |
Source of truth — GA4 for cross-channel metrics in this module |
| System user |
Meta BM non-human user for API automation |
| Tenant |
Single client organization in multi-tenant Kobi system |
| UTM |
Campaign URL parameters for Meta/TikTok only — Google uses auto-tagging, no utm_*; see UTM spec |
| kcid / kpv |
Custom (non-utm) params for CRM — internal campaign key and plan version on Google + forms |
| ValueTrack |
Google Ads URL macros — used for {lpurl} and {_kcid} custom params (CRM); not for utm_* |
| attribution_gap |
Unmatched GA4 sessions vs platform — diagnosed by join hierarchy |