Glossary

The words this documentation uses, in the sense it uses them. Names in bold are labels of the management page. Terms are grouped by subject, and in each group they are in alphabetical order.

The server and its installation

Term	Meaning
AI client	The program you talk to, such as Claude. It connects to the server and calls its tools for you.
API	The door a platform opens to programs. The server talks to Google, Meta and LinkedIn through theirs.
Bind address	The address on the machine where the server listens. Set on Server.
Data folder	A folder the administrator names, from which a file of customer records may be read. Never the same as a media folder.
Environment variable	A way to give a setting from outside the management page. It overrides the saved file.
Executable	The one file you run.
Installation	One running copy of Marketing MCP, with its own settings, users and data.
Management page	The pages you open in a browser to connect accounts, create tokens and review what was done.
MCP endpoint	The address an AI client connects to. It ends in /mcp.
Media folder	A folder the administrator names, from which the AI client may take pictures and video by path.
Media library	The files each person has added in order to post them. Shown on Media.
Public address	The address people and AI clients use to reach the server when it is not on their own machine. Set on Server.
Quota	How many calls a platform allows in a period.
Redirect address	The address a platform sends your browser back to after you sign in there.
Request, call	One question the server sends to a platform, or the AI client sends to the server.
Reverse proxy	A program in front of the server that holds the HTTPS certificate and passes requests on.
Settings	What the administrator sets for the whole installation.
Timer	What lets the server do something at its time without anyone asking at that moment: publish a queued post, check an alert rule, build a report.
Tool	One thing the server offers the AI client. You never need to know its name.
Webhook	An address of your own that the server sends to: one for notifications, one for leads. Only an administrator sets either.

People and sign-in

Term	Meaning
Administrator	A user who runs the installation: the platform apps, the limits, the switches, the users.
Allow-list	The accounts, countries or sites the administrator has said may be worked on. Empty means all.
App	What the administrator registers at each platform once, so everyone signs in through it.
App Review, Advanced Access	Meta's review of an app before a permission works for people who have no role on the app. Meta decides.
Connection	The link between your user and your own login at Google, Meta or LinkedIn. Each person makes their own.
Consent screen	The platform's screen that asks what you grant.
Developer token	A token Google gives for using the Google Ads API. One for the installation; not an MCP token.
Disabled	A user who cannot sign in and whose tokens do not work. Nothing of theirs is deleted.
Disconnect	Removing your connection to a platform. It also deletes what the server kept from that platform for you.
Feature (of a Meta app)	Something Meta grants an app that is not a permission a person gives, such as hashtag search.
OAuth client	What the administrator creates in the Google Cloud project so people can sign in with Google.
Permission	What a platform lets the server do for your login. You grant it when you connect. Platforms also call it a scope.
Product (LinkedIn)	What a LinkedIn app applies for to carry its permissions. LinkedIn approves it.
Read-only	Reads and does not change: a user without write access, or the whole server in read-only mode.
Reconnect	Signing in at the platform again, to renew a connection or to grant a new permission.
Revoke	Ending a token for good.
Role	What you may do on a Page, an app or an ad account at the platform itself. The server cannot give you one.
Tier	The level of access Meta or LinkedIn gives an app. It decides how many calls and accounts are allowed.
Token	The secret an AI client sends to prove it acts for you. Created on MCP tokens, shown once.
Use case (Meta app)	What you choose on a Meta app so that it carries the permissions you need.
User	Anyone with a username in the installation.
Write access	The right to make changes on the platforms. May write on the Users page.

Safety

Term	Meaning
Activity log	The record of everything done through the server: applied, only previewed, or failed. My activity shows your own, All activity everyone's.
Alert rule	A line you draw on your own figures. When it is crossed the server tells you, and does nothing else.
Apply	Making the change for real, after the preview.
Budget plan	What you mean to spend on an ad account in a month. It limits nothing.
Checked by the platform	A preview the server sent to the platform to check without making the change. Google does this for Google Ads; Meta for a campaign, an ad set and an ad.
Confirmation	A second, explicit yes that a delete or a remove asks for.
Daily cap	The most posts, comment replies or messages in 24 hours.
Delivery	Sending a notification or a lead to where the administrator said: Notification delivery, Lead delivery.
Gap	A day or a stretch for which no figure was kept. It is never shown as zero.
History	What the server reads and keeps by itself because the platform will not keep it. Its page is History.
Notification	What the server tells you about something it did or found while you were away.
Outcome	How a request ended, as the activity log shows it: applied, previewed only, or failed.
Partly applied	Some of a request went through and some was refused. The answer says which.
Paused	A campaign or an ad that exists and is not running. Everything new starts paused.
Preview, dry run	A change shown to you before it is made. Nothing is changed by a preview.
Refusal	The server's answer when it does not allow a request, with the reason.
Retention	How long something is kept before it is deleted.
Rule of thumb	A judgement the server makes with simple arithmetic, and says is its own and not the platform's.
Safety limit	A ceiling the administrator sets, such as the largest daily budget. A request cannot raise it.
Server's own check, preflight	A preview only this server checked. The platform has seen nothing of it.
Signing secret	What lets the receiver of a webhook prove a message came from your server.
Switch	A setting the administrator turns on to allow an optional capability. Most are off at first.
Threshold	The number that, once your figures pass it, makes an alert rule tell you.
Throttle, rate limit	A platform slowing or refusing calls because there were too many. The cure is to wait, not to retry.
Watch	Asking the server to read an account regularly so that its figures are kept.

Content

Term	Meaning
Breakdown	One figure split by a trait: country, age, industry.
Cancel (a queued post)	Taking a post out of the queue before its time. Nothing was sent.
Comment	What people write under a post.
Content calendar	What is waiting to be published and what was published, across platforms.
Conversation	The messages exchanged with one person.
Discard (a draft)	Throwing away a draft nobody has seen.
Draft	A post that is held unpublished until someone publishes it. Reviewed on Drafts.
Engagement rate	Interactions divided by followers or views. Where the server works it out, it says so.
First comment	A comment the server posts under an Instagram post as soon as it is live.
Hashtag budget	The 30 different hashtags Instagram lets one account look up in 7 days.
Hide	Taking a post or a comment out of people's sight. It can be undone.
Impressions	How many times something was shown.
Inbox	The private messages of a Page on Messenger and of its Instagram account.
Listening	Reading what is not yours: posts that tag you, posts under a hashtag, another account's public figures.
Mention, tag	A tag is a post naming your account; a mention is @name in a caption or a comment. The server can list tags, not mentions.
Messaging window	The 24 hours after a person's last message in which Meta lets a Page reply.
Organic, paid	What comes from posts, and what comes from ads.
Page	A Facebook Page or a LinkedIn company Page.
Platform	Google, Meta or LinkedIn.
Post	What is published on a Page or an account.
Publish	Making a post visible to people. It cannot be taken back, only edited, hidden or deleted.
Queue	Posts the server holds to publish at a time you chose, for Instagram and LinkedIn. Its page is Queue.
Reach	How many people saw something. It is never added up across posts or days.
Reel	A short vertical video on Facebook or Instagram.
Schedule	Setting a time for a post to go out. Facebook holds its own scheduled posts; Instagram and LinkedIn wait in the queue.
Story	A short-lived post on Facebook or Instagram.
Upload link	A short-lived link through which one file can be added to your media library.

Advertising

Term	Meaning
Ad	What people see.
Ad account	The account ads are paid from on a platform.
Ad group, ad set	A set of ads with one targeting inside a campaign. Google says ad group, Meta says ad set.
Asset	A text, picture or video an ad is built from.
Asset group	The assets of a Performance Max campaign, kept together.
Audience	A group of people who are targeted or excluded.
Audience signal	A hint to Performance Max about who you want. Not a limit.
Automated rule (Meta)	A rule Meta itself runs on your ads. Not the same as an alert rule.
Automations	What a platform does to your ad by itself. Switched off unless you ask for one by name.
Bid	The most you pay for a click or a result.
Boost	Advertising a post that already exists.
Budget	What may be spent, a day (daily) or over the whole run (total, which Meta calls lifetime).
Bulk change	One change to several things in one request. It never switches anything on and never deletes.
Campaign	The top level of advertising: a goal and a budget.
Campaign group (LinkedIn)	What holds LinkedIn campaigns together.
Conversion	A result counted for an ad: a purchase, a sign-up, a call.
Conversion action	What Google counts as a conversion in your account.
Creative	What an ad shows: text, picture or video, button. LinkedIn calls the ad itself a creative.
Creative enhancements	Changes Meta makes to a creative by itself. Off unless asked for by name, and only where the administrator allows.
Enabled, active	A campaign, an ad or a keyword that is running. The opposite of paused.
Exclusion	Where, or to whom, an ad is not shown.
Keyword	A search phrase at which your ad shows on Google.
Label	A name you put on campaigns or ads to find them together.
Landing page	The page a person reaches when they click.
Manager account	A Google Ads account that manages other accounts.
Negative keyword	A phrase at which your ad is not shown.
Pacing	Spend so far against the month's plan. The server's judgement, not the platform's.
Pixel, Insight Tag	What records on Meta, or on LinkedIn, what happens on your website.
Reporting only	A mode in which the server reads a platform's ads and changes none.
Spend	What was actually spent.
Switch on, activate	Making a campaign or an ad run. This is what starts spending, and it is always a step of its own.
Target CPA	What you want to pay for one conversion.
Targeting	Who an ad is shown to: place, language, interests.

Leads and contact data

Term	Meaning
At least once	The same lead may arrive twice, so the receiver must recognise it by its key.
Click id	A number Google gives a click. A conversion can be matched by it with no contact data at all.
Consent	The person's agreement that their data is used for advertising. You state it; the server never assumes it.
Contact data	A person's name, email address and phone number.
CRM	Your own system that holds customer records.
Customer list	Your customers' records, uploaded to a platform to become an audience.
Export mark	How far you have said a lead form's leads were handed over. It moves only when you say so.
Hash, hashed	A value turned into an unreadable code before it is sent. The server does this by each platform's own rules.
Lead	A person who left their details in an ad's form. The server never stores one.
Lead feed	Sending new leads to your own system automatically.
Lead form	The form a person fills in inside the platform.
Plain	A value sent as it is, not hashed, where the platform takes it no other way.
Receiver	The system that receives what the server sends to a webhook.
Terms	A platform's terms for uploading lists. You accept them; the server never does it for you.

Reports and the website

Term	Meaning
Change	The difference between this period and the one before. The server's arithmetic.
Currency	The currency of an ad account. Money is never added across currencies.
Figures, insights	Counts of views, engagement, followers and the like.
Key event	What you count as an important result in Google Analytics 4.
Overview	A period's figures on every connected platform in one answer. Also the Overview page.
Property (GA4)	Your website or app as Google Analytics 4 knows it.
Report	A period's figures, asked for or built by the server at its time.
Scheduled report	A report the server builds every week or month and sends to you, and only to you.
Site (Search Console)	Your website as it is registered in Search Console.
Tracking link (UTM)	A link that carries the campaign's name and source so they show in website analytics.
Website analytics	Google Analytics 4 and Search Console reports about your website.