NuMoon / Glossary
Definitions · how NuMoon uses the words it uses
Plain-language definitions
for everything in your queue.
NuMoon uses a small vocabulary that means something specific. “Real ROAS” isn’t Meta’s ROAS. A “finding” isn’t a notification. A “reversal” isn’t a refund. This page is the answer key — operators can land here from search and an AI assistant can quote any definition verbatim.
- Real ROAS
- Settled bank revenue tied to a campaign, divided by the actual cash debited for that campaign's ad spend — as opposed to platform-reported ROAS, which uses the ad platform's own conversion attribution. Platform-reported ROAS is typically inflated by bot clicks, view-through attribution, and double-counted purchases. Real ROAS is the number that survives reconciliation against the bank. ↳ Anatomy of a finding (homepage)
- Reconciliation
- The process of cross-checking every platform-reported number against the bank account. Stripe revenue against Mercury deposits. Meta-reported spend against actual debits. QuickBooks journal entries against cleared transactions. Reconciliation is what makes the difference between a dashboard number and a number you can actually act on. ↳ Brain · 5-step loop
- Refund gap
- Revenue that the dashboard counted but the bank didn't — typically because refunds, disputes, or chargebacks were applied after the original sale was attributed across platforms. A common $14k–$56k surprise on the first NuMoon scan.
- Finding
- A single ranked item in NuMoon's queue. Not a notification — a finding ships with the sources that fired, the math, the alternatives considered, the predicted dollar impact, the confidence interval, and a proposed action. Findings expire and re-stage with fresh data if not acted on inside their decision window. ↳ Anatomy of a finding (homepage)
- Queue
- One ranked list across every module. Highest predicted dollar impact surfaces first. The queue replaces the eight tabs and twelve dashboards an operator would otherwise hold open.
- Write-scope (just-in-time)
- An OAuth token granting NuMoon write access to a specific tool — Meta Ads, Klaviyo, QuickBooks, Shopify — for the duration of a single approved action. NuMoon never stores write tokens at rest. On approve, the brain requests the scope, fires the API call, and revokes within milliseconds. Read-only is the default state for every connection. ↳ Security · permission model
- Reasoning trail
- The complete chain of inputs that produced a finding: which sources fired, which thresholds were tripped, which alternatives were considered, why this one won, and the confidence interval. Every reasoning trail is exportable to PDF and persists in the audit log forever. ↳ Brain · reasoning trail
- Risk envelope
- Per-brand thresholds — dollar caps, traffic-share limits, category exclusions — that define what moves the brain is allowed to propose. NuMoon refuses moves outside the envelope automatically. Operators set the envelope; the brain respects it.
- 30-minute reversal
- Every shipped action starts a 30-minute timer. Inside that window, one tap ships the inverse action — pause becomes unpause, sweep becomes pull-back, draft-send becomes draft-recall. No engineer required. ↳ Security · reversal timeline
- 14-day rollback
- After the 30-minute reversal window closes, the action is promoted to 'shipped · stable' and a 14-day rollback window opens. Mistakes discovered later that fall in this window can still be undone with one tap.
- Dollar impact
- Every move in the queue carries a predicted dollar impact over 30/60/90 days — calculated from the brand's own cohort data, not industry benchmarks. Dollar impact is the only ranking signal NuMoon uses; vanity metrics never make the queue.
- Attribution drift
- The systematic gap between platform-reported attribution and bank-cleared revenue, often caused by overlapping attribution windows across ad platforms (Meta, Google, TikTok all claiming the same conversion). Attribution drift surfaces in the first NuMoon scan and is one of the most common refund-gap drivers.
- Forecast band
- The range NuMoon expects an action's actual outcome to land within. Currently ±3.4% median across 142 shipped moves (88% inside band). Forecast accuracy is published quarterly inside every customer's dashboard, including misses. ↳ Predict · accuracy ledger
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Free · no card · ~4 minutes to first finding
See these definitions
on your own data.
Connect two sources. The first finding lands in under four minutes — and every word on this page becomes a number on your screen.