Every term below is defined in 1–2 sentences. We link to each definition from product pages — so when the landing says "ROAS after Mochu", a reader can hover or click to know what that means.
- Lead
- A person who has shown buying intent — typically by asking about price, availability or contact under your ad. In Meta Ads context, a lead is most often a commenter who wrote 'price?', 'how much?', 'still available?' or a DM with a purchase question.
- ROAS(Return on Ad Spend)
- Total revenue generated divided by total ad spend, expressed as a multiplier (e.g. 3.2× means every $1 spent returned $3.20). The single most important paid-media KPI for D2C brands.
- CTR(Click-Through Rate)
- Percentage of people who saw the ad and clicked it. A typical Meta Ads CTR is 1–2%; below 0.7% usually signals creative fatigue.
- CPC(Cost per Click)
- Average cost paid to Meta for one click on the ad. Beauty/D2C: $0.50–$1.50 in PL, €0.80–€2.00 in DE/IT/ES.
- CPM(Cost per Mille)
- Cost to show the ad 1 000 times. Lower CPM = cheaper reach. Meta CPM in PL: 25–45 PLN; in DE: €8–€18.
- CPL(Cost per Lead)
- Cost paid to acquire one qualified lead. Beauty in PL: 35–80 PLN; e-commerce in DE: €6–€20.
- Conversion Rate
- Percentage of clicks (or leads) that turned into a paying customer. A 25% trial-to-paid conversion is excellent for SaaS; 2–4% click-to-sale is normal for D2C e-commerce.
- Dark post(Ad-only post)
- A Meta post that exists only as an ad — it's not on the page's organic feed. Comments under dark posts can only be moderated through the API; Mochu does this automatically.
- Boosted post
- An organic post that the page owner paid to amplify. Different from a dark post: the organic version is also visible on the page feed.
- Page Inbox
- Facebook Page's unified message inbox covering Messenger DMs, Instagram DMs (if linked) and Facebook comments. Mochu plugs directly into the official Inbox API.
- Webhook
- An HTTPS callback Meta sends to a partner application whenever something happens on a page (new comment, new DM). Mochu listens to comment + messaging webhooks 24/7.
- OAuth
- The industry-standard login flow that lets a user grant a third-party app access to their Meta account without sharing the password. Mochu uses Meta's official OAuth — we never see your password.
- Access Token
- A secret string Meta gives an OAuth-authorised app to make API calls on the user's behalf. Mochu encrypts every token at rest in a Supabase Vault.
- Rate limit
- Maximum API calls per page per hour Meta allows. Exceeding it temp-blocks the page. Mochu has a global per-page rate limiter to keep customers safely under quota.
- X-Mochu-Signature-256
- HMAC-SHA256 signature header Meta attaches to every webhook delivery so the receiver can verify authenticity. Mochu verifies this on every payload — unsigned webhooks are rejected with 401.
- Meta Business Suite
- Meta's official multi-page management tool. Mochu does NOT require Business Suite — it works on any Facebook Page connected via OAuth.
- Custom Audience
- A Meta-side list of users built from your customer data (email, phone, pixel events). Mochu can export recovered leads to a Custom Audience via CSV.
- Lookalike Audience
- Meta builds a population resembling your seed audience. Quality of the seed = quality of the lookalike. Recovered leads make excellent seed material.
- Funnel
- The journey from first ad impression to paying customer: impression → click → comment/DM → conversation → checkout. Mochu's job is to keep the comment→conversation transition from breaking.
- Ad fatigue
- When an ad creative has been shown so many times to the same audience that CTR collapses. Comments under fatigued ads turn nasty — Mochu auto-hides those.
- Frequency
- Average number of times one user has seen your ad. >3.0 is the danger zone for fatigue.
- Reach
- Number of unique users exposed to your ad. Different from impressions: 1 reach can equal 5 impressions if the user saw the ad 5 times.
- ICP(Ideal Customer Profile)
- The specific kind of business that gets the most value from a product. Mochu's ICP: small business spending €250+/month on Meta Ads in a B2C vertical.
- Churn
- Percentage of paying customers who cancel each month. Healthy SaaS churn: under 5% monthly. Mochu mitigates churn with onboarding + weekly value reports.
- MRR(Monthly Recurring Revenue)
- Total predictable subscription revenue per month. Mochu's customer base produces stable MRR because the value (recovered leads) compounds.
- White-label
- Selling someone else's product under your own brand. Mochu's Agency plan lets marketing agencies offer Mochu to their clients as their own service.
- Audit log
- An immutable record of every AI action (replied, hid, deleted, sent DM). Mochu stores prompt, model, response, latency and cost — and lets the operator reverse any action with one click.
- Semi-auto mode
- A safety mode where the bot drafts replies but waits for human approval. Recommended for the first week with a new account.
- Full-auto mode
- Bot publishes replies immediately. Best for high-volume accounts where speed matters more than every individual reply.
- Anti-troll throttle
- Mochu's built-in cap that prevents the bot from replying to the same author more than 3 times per hour — defeats trollbots and competitor sabotage.
- FAQPage schema
- Structured data that makes a page's Q&A eligible for Google's 'People also ask' rich result. Every Mochu landing publishes its FAQ as JSON-LD FAQPage.
- Hreflang
- HTML link tag that tells Google which alternative-language URL serves the same content. Mochu publishes hreflang for all 36 locales we ship.