Core concepts

The product uses a small set of words, each for one thing. These docs use them the same way.

People and data

Person. One U.S. adult in the consumer graph, carrying a permanent Moonbrush ID.

Household. The people who share a home. Some facts, such as income range and presence of children, are household facts.

Event. One person’s presence against one topic on one day. Repeat visits on the same day count once.

Signal. A named, defined input in the registry. Intent topics, demographic fields and model scores are all signals.

Intent topic. A subject people research, read with how recently and how strongly they engaged with it.

Universe. The population a search or an Outcome draws from. It shows as a scope chip and is kept when you save.

Collection profile. The per-client setting that decides what the site tag stores.

Match rate. The share of a client file matched to people, shown before any paid build runs.

Models

Model. A versioned, dated estimate from 0 to 1 over the population.

Pick. The band of people at or above a model’s measured cut. Picks are how models are used in search and in audiences.

Segment. An in-or-out rule with no score, such as an age band or a state.

Lens. A group of related score columns used to read an audience.

Model card. The page every model carries: what it means and does not mean, its evidence, expected and measured size, and the reason when it is not offered.

Outcome model. A model that learns from one client’s campaign inquiries for one Outcome and suggests that client’s next audience. Being built.

Audiences and campaigns

Audience. A saved list of real people, from a search, an upload, the site tag or an Outcome.

Audience group. One of the mutually exclusive groups Moonbrush finds inside an audience, by what most separates them.

Framing. What is offered, the action people should take and what to optimize for. It is fixed on a run so a re-run reproduces the same groups.

Sharpness. How distinct a group is from the rest of its audience: Sharp, Clear, Soft or Mixed.

Source ad. A client ad in the library. Each audience group is matched to the ads that fit it.

Campaign. One flight of audiences, groups and creative, optionally driving one Outcome.

Package. The ZIP file a campaign downloads as: a manifest, hashed member files and creative.

Results

Outcome. The result a client wants, such as a completed inquiry form, and the rule for counting it.

Inquiry. A submission the client’s form system visibly accepted.

Came through. Arrived on the client’s site through an ad link.

Did it from our ads. Browsers that arrived through an ad link and then completed the Outcome. This is the one number an Outcome leads with.

Did it on their site. Completed the Outcome on the client’s site, whatever brought them there.

Held-back group. People set aside from every export. Optional, and off unless the Outcome’s switch is on.

Response. What happened among the people a campaign reached. Moonbrush does not call it lift and does not say a campaign caused it.