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Glossary The terms that come up across these docs, in the sense MCP Ads uses them.
Protocol terms Term What it means here MCP Model Context Protocol. An open standard that lets an AI client call external tools during a conversation. MCP server A service exposing tools over that protocol. MCP Ads is one, reachable at a URL rather than installed locally. MCP client The application you talk to — Claude Desktop, Claude Code, Cursor — which decides which tools to call. Tool One callable operation with named parameters, such as reading campaign performance or creating a campaign. Tool call A single invocation of a tool. It happens in response to something you asked, never on a schedule of its own. Remote server An MCP server reached over HTTPS, with OAuth. Nothing is installed and there is no API key. Skill A written procedure the client follows step by step, so you start from a checklist rather than a blank prompt.
Advertising terms Term What it means here CPA Cost per acquisition. Spend divided by conversions. ROAS Return on ad spend. Revenue divided by spend. CTR Click-through rate. Clicks divided by impressions. Impression share The share of available auctions your ads actually appeared in. Search term What someone actually typed, as opposed to the keyword you bid on. Negative keyword A term you exclude, so your ad stops showing for it. PMax Performance Max. A Google campaign type that runs across every inventory type from one asset set. Creative fatigue Performance decay as the same audience sees an ad repeatedly, usually visible as rising frequency with falling CTR. Attribution How credit for a conversion is assigned across the touchpoints that preceded it. Pacing Whether spend is on track against the budget for the period.
Common questions Is MCP the same as a plugin? Similar in spirit, different in design. MCP is an open protocol any client can implement, rather than a per-vendor extension format, which is why the same server works across Claude, Cursor and others.
What is the difference between a tool and a skill? A tool is one operation the server exposes. A skill is a written procedure that calls many tools in a sensible order. Tools are the verbs; skills are the recipes.
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