[ Glossary ]
The words behind the numbers
52 terms from ecommerce and ads research, defined the way Majorka uses them, with a note on whether each number is measured or estimated and a link to where it appears.
A
- Ad Library (Meta)
- Meta’s public, searchable archive of every ad running on Facebook and Instagram, with the advertiser, start date, formats and, for EU-served ads, reach and audience disclosures. Majorka indexes ads by advertiser page from it, and every Meta card carries a link to the ad’s own Ad Library page so run dates and variant counts can be checked at the source.
- Ads library
- Ad Rank
- An ad’s position among every Meta ad in the library when sorted by reach, shown as Top 1%, 5%, 10% or 25%, plus its rank within its own brand. The rank is an ordinal over the reach figure held for the ad, so its basis is printed alongside it: by Meta-reported reach when disclosed, by estimated reach otherwise. Past 25% no label is shown.
- Ads library
- Ad test budget
- The amount you decide, before launching, to spend on an ad set before judging it, derived from your margin rather than a round number. Writing it down turns it into a kill rule: the ad set is paused when it has spent the budget without hitting the target. Majorka’s calculator does the arithmetic from your margin and target.
- Ad test budget calculator
- AOV (average order value)
- Revenue divided by number of orders over a period. It is the first input to lifetime value and the denominator that decides whether a given CPA is affordable. Raising AOV through bundles or upsells is often cheaper than lowering CPA.
- CLV calculator
B
- Best sellers
- The products a storefront lists first when sorted by best-selling. Many themes ignore the sort parameter and return their default order, so Majorka shows a store’s best sellers only when a control fetch with a different sort produced a different sequence, which proves the order is real. Otherwise the profile says the order could not be verified.
- Store profile
- Break-even ROAS
- The return on ad spend at which an order makes exactly zero profit: revenue divided by the sum of product cost, shipping, fees and ad cost, expressed as a multiple. Below it every sale loses money however good the ROAS looks on the dashboard. It is a property of your unit economics, not of the campaign.
- Break-even ROAS calculator
C
- CAC (customer acquisition cost)
- Total marketing and sales spend divided by the number of new customers it produced over the same period. It differs from CPA in counting customers rather than orders, so repeat buyers do not flatter it. Paired with lifetime value it gives LTV:CAC, the ratio most investors and operators watch.
- CLV calculator
- Carousel ad
- A Meta ad format with several swipeable cards, each with its own image or video and link. Majorka records the format of every indexed ad at crawl time and reports the video, image and carousel split per store and per testing batch as the media mix.
- Store tracker
- Catalog size
- The number of products a store publishes, counted from its public products feed. Majorka walks the feed up to a cap and reports a larger catalog as a lower bound such as 1,500+ rather than an estimate. The profile also shows how many products were added in the last 30 days and the oldest publish date it could establish.
- Store profile
- CLV / LTV (customer lifetime value)
- The gross profit a customer generates over their relationship with the store: average order value times purchase frequency times retention, times margin. It sets the ceiling on what acquisition can cost. Majorka’s calculator computes it from those inputs and compares it with CAC for payback.
- CLV calculator
- Collection (board)
- A named board in Majorka that holds saved ads, products, shops and creators, each on its own tab. Items are references to the library, so a saved ad keeps counting days running after it was saved. Removing an item or deleting a board can be undone.
- Collections
- Competition (verdict factor)
- One of the four verdict factors, scored 0 to 25 and inverted: the fewer rival listings and active ads in the lane, the higher the score. Rival listings are catalog products with the same keyword from other stores; rival ads are active ads in the same niche. Both are counts Majorka holds, and the reason line prints them.
- Product verdict
- CPA (cost per acquisition)
- Ad spend divided by the number of conversions it produced, usually orders. It is the figure the break-even calculation turns into a ceiling: if CPA exceeds the margin on an order, the campaign loses money per sale. Platforms report it from their own attribution, which may differ from your order count.
- Break-even ROAS calculator
- CPM (cost per thousand impressions)
- What an advertiser pays for a thousand ad impressions, set by auction and varying by platform, placement, audience and season. It is the bridge between reach and spend: Majorka’s spend estimates are modelled from reach, placement mix and niche CPM benchmarks, and are labelled as estimates for that reason.
- Ads library
- Creative
- The ad itself: the video, image or carousel, the primary text, headline and call to action. In the ads library a creative is one indexed ad; duplicates count the copies Meta groups with it. Creative strategists read the opening line, format and landing page as the three decisions behind a creative.
- For creative strategists
D
- Days running
- How long an ad has been live, counted from the day Majorka first indexed it to the day it was last seen running. It is measured, not estimated, and is the most reliable winner signal in the library: an ad still live after 14 days is usually paying for itself. First seen is the index date, not the advertiser’s launch date.
- Ads library
- Demand (verdict factor)
- The verdict factor, scored 0 to 30, that measures how fast a product sells right now: average orders per day over the last seven days of samples, on a log scale so fifty a day already scores well. The underlying daily orders are modelled from listing data, and the hint on the number says so.
- Product verdict
- Dropshipping
- A retail model in which the store sells products it does not stock, passing each order to a supplier who ships directly to the buyer. Margin comes from the gap between the supplier price and the retail price after ads, so product selection and ad economics decide everything. Majorka’s catalog pairs supplier-side listings with the stores advertising the same products.
- For dropshippers
- DSA transparency (EU reach disclosure)
- Under the EU Digital Services Act, Meta publishes real reach and audience breakdowns for ads shown in the EU. Those ads are the only ones with measured reach; Majorka marks them as Meta-disclosed and treats every other reach figure as an estimate. Ranks and sums that include disclosed reach say so.
- Ads library
- DTC (direct to consumer)
- A brand that sells its own products to consumers through its own storefront rather than through retailers or marketplaces. DTC operators compete on creative, catalog and retention, which is why the store tracker, store profile and similar shops are the surfaces they use most.
- For DTC brands
- Duplicates
- The number of copies of a creative that Meta collates together in its Ad Library, typically the same ad running in several ad sets or campaigns. It is Meta’s own count, not something Majorka computes, and a high number means the advertiser kept reusing the creative. The library filters by 2+, 5+ and 10+.
- Ads library
E
- Engagement rate
- For a TikTok creator in Majorka: likes plus comments plus shares, divided by views, averaged over the posts indexed for the account. It separates a creator whose audience reacts from a brand page broadcasting to followers who do not. Accounts below 1.5% are not listed as creators.
- Creators
- Estimated reach
- Majorka’s estimate of how many people an ad reached when Meta has not disclosed the figure, derived from platform count, duration, page likes and variant count. It is labelled est. everywhere it appears and is never summed with disclosed reach without saying so. Ranks computed over it state the basis.
- Ads library
- Evergreen ad
- An ad that has stayed live for a long time, in Majorka’s vocabulary 120 days or more and still active. Longevity is the cleanest proxy for profitability, since advertisers stop funding creatives that do not return. The Long-running preset in the library and the Long runners segment in the directory are built on it.
- Ads library
F
- Freshness (verdict factor)
- The verdict factor, scored 0 to 15, that rewards being early: days since the product was first indexed, with the early-mover window closing at 60 days. It is measured from Majorka’s own index date and the reason line says how many days ago that was.
- Product verdict
H
- Hook
- The first seconds of a video ad or the first line of its copy, whose only job is to stop the scroll. Majorka separates the two: the Copy tab on a tracked store lists opening lines of the written text with their usage stats, and the per-ad transcript shows what the video says first. The hook generator builds variations from lines that lasted.
- Hook generatorStore tracker
I
- Impressions
- The number of times an ad was displayed, counting repeats to the same person; reach counts people once. Meta discloses impression ranges only for some transparency sets, so Majorka works from reach and days running rather than impressions.
K
- Kill rule
- A rule written before launch that says when an ad set is paused: after a set spend without a purchase, or after a set number of orders below the target CPA. It removes the hardest decision from the moment it is hardest to make. Majorka’s ad test budget calculator turns your margin into one.
- Ad test budget calculator
L
- Landing page
- The page an ad sends clicks to: a product page, a collection, an advertorial or the homepage. Majorka records the landing URL of every indexed ad and, on a tracked store, lists the distinct pages with tracking parameters stripped, how many ads point at each and whether any still run.
- Store tracker
- Lookup
- Majorka’s unit of metering. Browsing the directories is free; a lookup is spent on a live pull by store URL, @handle or Facebook page, on the URL analyzer, and on each REST request or MCP tool call regardless of rows returned. Plans carry a monthly allowance shared between the app and the API.
- API & MCP
M
- MCP (Model Context Protocol)
- An open protocol that lets AI assistants call external tools. Majorka runs an MCP server over Streamable HTTP with six read-only tools, search_shops, get_shop, search_ads, search_products, get_product and get_usage, authenticated with the same Bearer key as the REST API. Each tool call is one lookup.
- API & MCP
- Media mix
- The split of an advertiser’s indexed ads between video, image and carousel, as captured at crawl time. Majorka shows it per store and per testing batch, so you can see both what a store leans on overall and what it tested on a given day.
- Store tracker
- Momentum (verdict factor)
- The verdict factor, scored 0 to 30, that compares the last seven days of orders with the seven before: heating up, flat or cooling. A product whose orders are clearly falling is capped at a total score of 40 regardless of its other factors. The daily orders behind it are modelled.
- Product verdict
N
- Niche
- The product category a store or creator works in: skincare, watches, home decor. Majorka canonicalises niche labels (apparel and clothing are one niche) and uses them for directory chips, similar-shop scoring and the creators directory. Placeholder labels from discovery are treated as unknown, not as a niche.
- Similar shops
O
- Opening line
- The first line of an ad’s written primary text. On a tracked store the Copy tab lists opening lines deduplicated, with how many ads use each, the longest any of them ran and when it was first seen. Majorka calls them opening lines rather than hooks because they are the copy, not the video.
- Store tracker
P
- Pixel
- A tracking snippet a store installs so an ad platform or email tool can attribute visits and purchases: the Meta pixel, TikTok pixel, Klaviyo and similar. Majorka reads the pixels and tags present in a storefront’s public code and lists them on the store profile, which tells you where the store buys attention.
- Store profile
- products.json
- The public JSON feed every Shopify store exposes at /products.json, listing published products with variants, prices, images and publish dates. It is the source of Majorka’s catalog counts, catalog-since date and 30-day adds, and of the free product exporter. It does not expose order counts.
- Shopify product exporter
- Profit margin vs markup
- Margin is profit as a share of the selling price; markup is profit as a share of cost. A product bought at 10 and sold at 25 has a 60% margin and a 150% markup. Ad budgets should be set against margin, since that is the share of each sale available to buy the next one.
- Profit margin calculator
R
- Reach
- The number of distinct people who saw an ad at least once. Meta discloses it only for ads in its EU transparency set; for everything else Majorka shows an estimate and labels it. Summed reach on a store or tracker page says whether it includes any disclosed figures.
- Ads library
- ROAS (return on ad spend)
- Revenue attributed to ads divided by ad spend, as a multiple: 3.0 means three dollars of revenue per dollar of ads. On its own it says nothing about profit, because it ignores product cost, shipping and fees. Compare it with your break-even ROAS before celebrating.
- Break-even ROAS calculatorROI calculator
S
- Saturation
- The state of a product lane when so many stores sell and advertise the same thing that new entrants cannot buy attention profitably. Majorka’s verdict reads it from rival listings and active ads in the niche, and labels a product Saturated / fading when the total score falls below 35.
- Product verdict
- Scaling
- Increasing spend behind a creative or product that is working. In the ads library an ad is tagged scaling when it is 45 days old or younger with five or more variants; in the shops directory Scaling this month means five or more launches in 30 days and at least double the prior 30 days, both counted from indexed ads.
- Shops
- Shopify theme schema
- The settings schema a Shopify theme ships with, which names the theme and its version regardless of what the merchant renamed it to in the admin. Majorka’s theme detector reads both the display name and the schema name, so a renamed theme is reported with its original.
- Shopify theme detector
- Similar shops
- The stores that score closest to a given store on a fixed formula: 0.45 for a matching niche, 0.35 for overlap of targeted countries and 0.20 for closeness of active-ad counts. Each match carries the reasons that scored. Nothing is learned from behaviour, so the same two stores always score the same.
- Similar shops
T
- Tech stack
- The theme and apps a storefront runs: reviews, email and SMS, upsell, page builder, help desk, popups, analytics. Majorka detects them from the storefront’s own code, app blocks and known script domains, with a 14-day freshness window, and lists them on the store profile and the free apps detector.
- Shopify apps detector
- Testing batch
- A day on which a store first showed two or more ads, grouped by the launch date Majorka recorded rather than the advertiser’s own schedule. The batch shows its format split, how long the ads have lived, how many still run and the best ad by reach, which is how you read a creative test from the outside.
- Store tracker
- Tracked store
- A store you follow in Majorka. The tracker shows its new ads since you last looked, a reconstructed live-ads series, testing batches, landing pages, opening lines and stack, and takes a daily catalog snapshot. Tracking starts from an ad’s Track brand button or a store page’s Track store button.
- Store tracker
U
- UGC (user-generated content)
- Ads and posts made in the style of an ordinary customer rather than a brand studio, usually by a creator filming on a phone. UGC creators in Majorka are TikTok accounts found through the posts indexed in a niche, listed only when their measured engagement clears the floor.
- Creators
V
- Verdict (opportunity score)
- Majorka’s 0 to 100 score for a product, built from Demand (30), Momentum (30), Competition (25, inverted) and Freshness (15), each with a one-line reason. The label reads Enter now at 72, Worth testing at 52, Crowded at 35 and Saturated / fading below. It is modelled and labelled as such; the factors show the working.
- Product verdict
W
- Winning product
- A product that sells profitably at scale through paid ads. From the outside the evidence is a store running many ads for it over a long period, a catalog listing with rising orders and few rivals in the lane. Majorka’s New winning products chip, winner tag and verdict each state the rule they apply.
- Winning productsProduct verdict
[ Glossary ]
52 terms. Missing one? Tell us.