Glossary

This glossary defines each Advertising.chat term in one line and links to the page that explains it.

Term	Definition
Agent	A brand's conversational program, AI or scripted, that talks with customers over RCS, SMS, or webchat. See Conversation Ads.
API key	A credential that identifies your org to the Fetch API and the Events API. A management key belongs to the whole org; a fetch key is bound to one application. See Authentication.
Application	The API name for an agent. Every moment and rule belongs to one application. See Agents.
Attribute	A key and value your agent sends with a request, compared by a rule's audience and exclusions. See Attributes.
Attribute catalog	The attributes one agent sends, with each one's type, meaning, and coverage. Rules can use only attributes in their agent's catalog. See Attribute catalog.
Audience	The condition group that decides which customers see a rule's offers. See Audience and exclusions.
Channel	The messaging channel a request is for: rcs, sms, webchat, messenger, or voice. See Channels.
Click-to-conversation	An ad whose click opens a conversation with an agent instead of a web page. See Conversation Ads.
Conversation attribution	Linking a conversation to the ad click that started it, and to the outcome it produced. See How Conversation Ads measurement works.
Conversation started	The primary unit of Conversation Ads: a conversation an agent received from a campaign. See What you measure.
Copilot	The assistant in the Offer Manager console that answers questions and drafts changes for your approval. See Use the copilot.
Decision trace	The record of how one fetch was decided, read by its fetch identifier. See Decision traces.
Estimated reach	How much recent traffic a draft rule would match, shown before you save. The API calls it an impact preview. See Read a rule's estimated reach.
Event	A record of what happened to a returned offer or ad, such as a delivery, a click, or a conversion. See the Events API.
Exclusions	The condition group that removes customers from a rule. See Conditions.
Fallback rule	A rule considered only when no other rule for the moment qualifies. See Fallback rules.
Fetch identifier	The messageId of a fetch response, passed back as fetchEventId when you report events. See How events are linked.
Fetch key	The credential, bound to one application, that identifies it when it requests offers or network ads. See Fetch keys.
Flow ad	A short, bounded conversation written by the advertiser, which your surface runs locally. See Flow ads.
In-chat ad	One clearly labeled sponsored message that a chatbot or assistant shows at a natural pause. See In-Chat Ads.
Instruction	What you write in your own words to change a rule, translated into the rule and read back for you to accept. See Write a rule in plain language.
Moment	A named point in a conversation where an offer could fit. It belongs to one agent, and the API calls it an ad unit. See Moments.
Network	The Advertising.chat placements in chatbots, assistants, and web pages that host ads. See Advertising.chat network.
Offer	The content a customer sees, rendered natively for the channel. The API calls it a creative. See Offers.
Offer card	The console's view of a rule, one plain-language sentence per field. See The offer card.
Reply role	What tapping an offer's reply means, accept or decline. See Reply roles.
Response	How a customer answered an offer: accepted, declined, or converted. See Responses to an offer.
Rule	The object that decides when offers are eligible at a moment, and how they compete. It belongs to one agent, and the API calls it a line item. See Rules.
Subscriber	An opaque identifier for the customer that you assign, used for frequency caps. See Request parameters.
Subscriber history	The record of one customer's offer events within an agent, read by frequency caps and history conditions. See Subscriber history.
Targeting	A rule's conditions: its audience, exclusions, channels, schedule, and frequency. See Rule conditions.