Agency terms glossary
Plain-language definitions for the words we use.
Every term here is one we use somewhere on the SendBriefs site. If a definition feels wrong or incomplete, tell us at hello@sendbriefs.com — we’ll fix it within a business day.
30 terms defined.
Reporting
How briefs are written, rendered, and delivered.
Attribution window
The span of time after an ad interaction during which a resulting conversion is still credited to that ad.
Read definitionBrief engagement analytics
Tracking which sections of a brief were actually read, by whom, for how long — so the agency can prove the brief was opened and identify what mattered.
Read definitionBrief template
A reusable structure that defines what sections a brief contains, what data feeds into it, what gets approved, and on what schedule.
Read definitionClient brief
A recurring written report an agency sends to a client summarizing what happened during a period, what it means, and what's next.
Read definitionKey performance indicator (KPI)
A single metric an agency and client agree to treat as a measure of whether the engagement is working.
Read definitionNorth star metric
The single metric an agency treats as the truest summary of whether a client engagement is delivering value.
Read definitionQuarterly business review (QBR)
A formal recurring meeting + artifact where an agency and client review the past quarter and set the next.
Read definitionRetainer reporting
The recurring reports an agency owes a client as part of a monthly or quarterly retainer fee.
Read definitionReturn on ad spend (ROAS)
Revenue generated for every unit of currency spent on advertising — the headline efficiency metric for paid-media work.
Read definitionShare of voice (SOV)
The proportion of total market visibility a brand holds against its competitors in a given channel or category.
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Workflow
Approval, collaboration, and the rhythm of recurring work.
Approval flow
The process by which a brief moves from "draft" to "approved + sent" with structured sign-offs from reviewers — internal, client-side, or both.
Read definitionClient onboarding
The structured first phase of an engagement, where an agency sets up access, expectations, and the reporting motion for a new client.
Read definitionRecurring deliverable
Any client-facing artifact an agency produces on a fixed cadence — the same shape of work, period after period.
Read definitionScheduled delivery
Brief delivery that happens on a pre-defined cadence (weekly, monthly, quarterly) or trigger (data event, ticket close), without manual sending.
Read definitionScope creep
The gradual expansion of work beyond what a retainer or statement of work originally covered, usually unbilled.
Read definitionStatement of work (SOW)
The document that defines exactly what an agency will deliver for a client — deliverables, cadence, and what falls outside the engagement.
Read definitionWhite-label (per-client)
Rendering an artifact in a client's branding so the agency's own brand stays invisible unless the client wants it visible.
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Pricing
How agencies bill, how SendBriefs prices, and where they meet.
Client churn
The rate at which an agency loses clients over a period — the single most expensive number in the agency growth equation.
Read definitionNet revenue retention (NRR)
The percentage of recurring revenue an agency keeps from its existing client base over a period, after expansions and losses.
Read definitionPer-client pricing
SaaS pricing tied to how many client relationships an agency has, not how many team seats are using the tool.
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Technical
Data tokens, integrations, and platform mechanics.
Block-based editor
A document editor where the page is composed of discrete content "blocks" (paragraph, metric, chart, table, image) that can be reordered, styled, and tokenized.
Read definitionData connector
An integration that pulls live data from an external platform into a reporting tool so metrics stay current without manual export.
Read definitionLive data token
A placeholder inside a brief template that resolves to a live value (a metric, a chart, a name) at render time, every period.
Read definitionRender cycle
The end-to-end process of pulling fresh data, populating a brief template, routing approvals, and delivering — once per period, per client.
Read definitionWebhook
An automated message a system sends to another system the moment an event happens — the generic fallback when no native connector exists.
Read definitionWorkspace
The top-level container in SendBriefs that holds an agency's clients, templates, integrations, team members, and billing — typically one per agency.
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Compliance
Audit, security, and the legal terms agency procurement asks about.
Audit log
An immutable record of every action taken on a brief — created, edited, commented, approved, sent — with timestamp, actor, and IP attribution.
Read definitionData residency
The physical or geographic location where a service stores and processes data — and the rules that constrain where it may go.
Read definitionSOC 2
An independent audit standard that reports on how a service provider controls customer data across security, availability, and confidentiality.
Read definitionSub-processor
A third-party service SendBriefs uses to operate the product, that may process personal data on the agency's behalf — bound by a Data Processing Agreement.
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