---
title: "UGC and Advertising Glossary | UGCeer"
description: "Plain-language definitions of UGC and advertising terms: hook, brief, CPA, ROAS, CTR, Spark Ads, Partnership Ads, hook variations and more."
url: https://ugceer.com/en/glossary/
lang: en
---

[Home](https://ugceer.com/en/) Glossary

Glossary

# Every term, explained

Simple explanations of the key UGC and advertising terms on TikTok, Snapchat and Meta, so you can read your campaign numbers and write clearer briefs.

ContentAdvertisingOn UGCeer

## Content

**UGC content**

A video that a real person films about a product or service in a natural style, like what people post, used in ads or on the brand’s account.

**UGC creator**

Someone who films a video for a brand to use in its ads or on its accounts. They don’t need to be famous; what matters is how they present the product.

**Influencer**

A creator a brand pays to post on their account and reach their audience. Different from UGC, where you buy the video itself.

**Hook**

The first two or three seconds of a video, meant to stop the viewer from scrolling: a question, a result, or a problem the audience recognizes.

**Hook variations**

Versions of the same video with only the opening changed, to test which hook performs best in ads.

**Call to action (CTA)**

The step you ask viewers to take at the end of the video: buy, book, download the app, or use a discount code.

**Brief**

A written description of what you want from the creator: the product, the goal, key points, the platform and format, and any code or offer to mention.

**Vertical video (9:16)**

The format for TikTok, Snapchat, Reels and YouTube Shorts, where the video fills the phone screen.

## Advertising

**Cost per acquisition (CPA)**

What you spend on ads to get one result: an order, a booking or a download. Lower is better.

**Return on ad spend (ROAS)**

How much in sales you generate for every riyal you spend on ads. For example, 4x means 4 riyals in sales for every riyal of ad spend.

**Click-through rate (CTR)**

The share of people who clicked the ad out of everyone who saw it.

**Cost per mille (CPM)**

What you pay for your ad to be shown a thousand times.

**Hook rate**

The share of people who watched the first two or three seconds of the video. It measures how well the hook stops the scroll.

**A/B testing**

Running several versions of an ad at the same time to see which one gets the lowest cost per acquisition, then keeping the winner.

**Ad fatigue**

When an ad’s performance drops after the same audience has seen it many times. The fix is usually new videos or new hooks.

**TikTok Spark Ads code**

A code the owner of a TikTok post gives so a brand can promote that post as an ad from the creator’s account.

**Meta Partnership Ads**

Ads on Instagram and Facebook that appear from both the creator’s account and the brand’s account.

**Paid vs. organic**

Paid content is shown to an audience you choose for a fee; organic content is posted on your account and reaches your followers and whoever the platform suggests it to.

## On UGCeer

**Custom quote**

A price the creator sends specifically for your order after negotiation, instead of the price listed on their profile.

**Held payment**

When you order, the amount is held on the platform and only released to the creator after you approve the video.

**Watermark**

The video reaches you for review with a watermark, which is removed once you approve.

**UGCeer points**

Credit you top up in your platform wallet and use to pay for orders. VAT is charged at top-up.

**Platform commission**

A percentage added to each order based on your plan: 15% on Free, 7% on Pro, and 5% with an account manager.

**AI search**

You describe what you need in your own words, and AI recommends the best-fit creators with a match score. Free for everyone.

## Ready to put it into practice?

Order your first UGC video and test it in your ads.

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