Core Concepts

These terms mean the same thing in the Web Dashboard and CLI.

Organization

An organization is the container for one business. It owns the Brand Profile, Studio creatives, campaigns, Wallet, and X-Ray tracker.

Example: A consultant who runs ads for Acme and Northstar should use two organizations. Acme's Wallet and campaigns stay separate from Northstar's.

Brand Profile

The Brand Profile tells Hellyeah what the business sells, who it serves, and how it speaks. It also stores logos and brand colors.

Campaign and Studio work reads this profile. A wrong audience or value proposition can produce the wrong ad even when the image looks good.

Creative Set

A Creative Set groups campaign-ready copy with image assets. A full set contains:

• ad copy
• a landscape image
• a square image

Studio can generate several image candidates. You choose the final candidate before a Performance Max campaign uses that set.

Campaign

A campaign combines a goal, ad type, creative, destination page, audience, schedule, and spending limit.

Hellyeah supports these campaign types:

• Search shows text ads for searches related to the selected keywords.
• Performance Max lets Google serve copy and images across eligible Google placements.

Each campaign also has an outcome goal:

• Impression campaign prioritizes visibility and reach. It can be submitted without X-Ray, although tracking still improves measurement and future decisions.
• Conversion campaign prioritizes a website action such as a signup, lead, or purchase. It requires a connected X-Ray tracker that is receiving events before submission.

Campaign Agent uses the Brand Profile, requested outcome, platform, destination, budget, and tracker status to prepare the draft. Read Campaigns for both tutorials.

Draft and launch

A draft costs nothing. You can inspect and edit it.

Choosing Launch Campaign reserves the campaign budget and sends the campaign to review. It does not mean the ads start at that moment. A conversion campaign cannot be submitted until X-Ray is connected. The campaign detail page shows review and ad-platform setup progress.

Wallet terms

• Available balance is money you can use for a new campaign.
• Reservation is money held for a campaign's maximum spend.
• Spend is money the ad platform reports as used.
• Pending refund is money Hellyeah expects to return after required spend settlement.
• Completed refund is money returned to the Wallet.

Read Wallet for an example.

Tracking terms

• Tracker identifies the site that sends X-Ray data to an organization.
• Visitor represents a person browsing the site within X-Ray's visitor model.
• Session groups a visit. The Dashboard counts a session as active when X-Ray saw it in the last five minutes.
• Event records an action such as a page view, button click, signup, or purchase.
• Conversion marks an event that represents a business result.
• Conversion rate is conversions divided by visitors.
• Revenue is the value attached to purchase or revenue events.
• Attribution connects a result with the traffic or campaign that brought the visitor.

Without an active tracker, Hellyeah can accept only impression campaigns. Ad-platform delivery metrics may still appear, but conversion attribution and optimization are unavailable.

Integration

Google Tag Manager can publish the X-Ray tracker without a direct code release. Shopify uses a Custom Pixel for browser activity and a store connection for paid orders. Both send data to the active organization's X-Ray tracker.

Results

• Spend comes from the ad platform.
• CTR means clicks divided by impressions.
• Conversions come from campaign and X-Ray data available to the organization.
• CPA means spend divided by conversions.
• Visitors and revenue require a working X-Ray tracker and matching conversion data.

The Dashboard Overview shows these numbers for the selected date range. Campaigns that are serving or waiting for review appear first.

See the Glossary for shorter definitions and links.