Resources
What the words mean
Xyranik draws distinctions most marketing software does not, and they are the product rather than decoration. A figure read as the wrong one of these leads to the opposite decision, so here is each of them in plain words.
Measuring what happened
These are the distinctions that decide whether a number means anything. Most of them exist because the alternative is a figure that reads well and cannot be defended.
- AttributedRevenue that followed marketing we can trace.
- A sale is traced back through one rule, in a fixed order: a discount code, then the last thing the buyer touched, then the first, and then an explicit “we cannot tell”. It is written once per order, so the same sale is never counted twice or re-attributed later to improve a report.
- IncrementalRevenue the marketing can be shown to have caused.
- A far narrower claim, and the only one that answers “was this worth doing”. It exists only where a campaign deliberately held a group back, so the difference between the two groups can be read. Without a hold-back there is no incremental figure, and Xyranik shows a dash rather than inferring one.
- Attributed is not incrementalThey lead to opposite decisions, so they are never merged.
- Attributed revenue followed the work. Incremental revenue would not have happened without it. A business that reads the first as the second will keep spending on something that was going to happen anyway — which is why the two are labelled separately everywhere they appear.
- CoverageHow much of the total could be traced at all.
- Every share is a share of what was traceable, never of everything. Coverage is reported beside a figure rather than folded into it: a short measurement is our limitation, and burying it would report our gap as the business’s decline.
- Hold-back groupPeople deliberately left out of a send.
- The only way to find out what a send added rather than what merely followed it. The difference between those who received it and those who did not is the incremental figure.
- LapsedA customer who is overdue by this business’s own rhythm.
- Derived from how often your customers actually come back, not from a fixed ninety-day rule borrowed from somebody else. Below enough repeat purchases to establish that rhythm, nobody is marked lapsed and the figure says so.
- CohortCustomers grouped by the month they first bought.
- Compared only once every member has had the same amount of time. A month missing either half of a comparison is excluded from both sides and named, rather than producing a ratio across mismatched populations.
What a figure is allowed to claim
Every number in the product carries what it was measured over. These are the rules that decide when it may be shown at all.
- A dash, not a zero“We cannot tell you” and “the answer is nothing” are different.
- They lead a business to opposite decisions, so an unmeasurable figure is drawn as an em dash with the reason beside it. A plausible zero is the easiest number to produce and the hardest to notice, which is exactly why it is never written.
- PopulationWhat a rate is a rate of.
- “34%” means nothing without it. A recommendation rate over everything answered and one over answers that named the business are different numbers with different meanings, so both are shown with the population named rather than one being picked and the reader left to guess.
- WithheldA figure with too little behind it to mean anything.
- Below a floor — five answers for a rate, three list answers for a position — the value is absent and a sentence says why. It is not rounded to zero, because a confident 0% computed from two observations is worse than no figure at all.
- Observed, calculated, estimatedFigures say which kind they are.
- An observed figure was counted. A calculated one was derived from counted figures by stated arithmetic. Anything that would need an assumption to produce is not shown as a figure at all.
Goals and pace
A goal is checked against whether it can be measured with what you have connected, before it becomes work.
- MissionA goal the product can actually measure.
- If nothing connected can produce the number, Xyranik says so and says what would make it measurable — rather than accepting the goal and reporting against a figure it cannot see.
- PaceWhether a mission is moving fast enough — or whether that can be said at all.
- On track and behind are judgements. Ahead means the target is already reached with time to run, and ended means the period closed. The two that decline to judge matter most: too early means not enough has happened yet, and unmeasured means the metric has no value for this window at all — which is distinct from a value of zero.
- Run rateWhere a figure lands if the observed rate holds.
- Stated as what happens if nothing changes. It assumes nothing about seasonality or work still to come, it is emphatically not a probability, and it is never shown as a target or a promise.
- Frozen at the deadlineA verdict is not revised afterwards.
- A closed month becomes a statement that does not quietly change behind you, and a prediction is scored once at its horizon against what actually happened.
What things cost
One unit, and no silent overage.
- Xyranik creditsThe single unit for anything the product thinks with.
- Writing, agent runs, plans and visibility measurements are all priced in credits, and what you are shown is what the work actually cost rather than an estimate. A request that would not fit your allowance is refused before any of it runs, with the reason and what is left.
- Held, then settledAn allowance is reserved before work starts.
- Reserved in a single write, so two requests racing produce one success and one refusal rather than both passing a check only one should. The difference comes back when the real cost is lower than the estimate, and work that reached nothing is charged nothing.
- Nothing metered is unlimitedAt a limit there are four answers, and none of them is silence.
- Allow, deny, ask a person, or upgrade. There is no fifth answer that quietly proceeds and bills you for it.
What software is allowed to do
These are not marketing descriptions. Each one is rendered from the same list the action gateway checks against, so the page and the product cannot disagree.
- RiskHow far an action reaches, and whether it can be undone.
- low — Changes nothing anyone outside the workspace sees, or is easily undone. medium — Changes something people see, and can be undone. high — Reaches customers, spends more money, or is hard to undo. Waits for a person unless a rule lets it through. critical — Touches restricted data, or cannot be undone at scale. Always waits for a person.
- Data classHow sensitive the data an action touches is.
- public — Already public: published posts, the business’s own website. internal — The workspace’s own working records: campaigns, automations, drafts. confidential — Business figures: revenue, spend, customer counts and segments. sensitive — One person’s details: a name, an address, a phone number, a message they sent. restricted — Credentials, payment details and sign-in data. No agent is ever given these.
- Agent statusWhere an agent stands right now.
- active — Working within its permissions and your rules. paused — Stopped by someone in this workspace. Nothing it asks for is allowed until it is resumed. suspended — Stopped automatically after it was refused again and again. Someone here has to look and resume it. revoked — Its access is withdrawn for good. It keeps its history. archived — No longer in use. It keeps its history.
- The action gatewayEvery action is decided before it happens.
- No agent reaches the outside world directly. One gateway decides against what that agent may do, whether the tool is switched on here, the data involved, the risk and your own rules — and writes the answer down with every check, refusals included. The model asking is never the authority.
- AutonomySomething earned, and reversible.
- An agent observes, then recommends, then proposes, then acts within limits you set. Moving up is your decision. Moving down can happen on its own when predictions have been poor, and nothing raises it automatically.
Where these are enforced
The governance words above are not descriptions written for this page — they are rendered from the same list the action gateway checks every request against. The security page sets out each control as something you can check in the product, and says separately what is not in place.