ATIYO glossary: key terms explained

ATIYO product documentation · Getting Started · 6 min read

New to ATIYO? This glossary defines the key terms you'll run into across the product, in plain language. Skim it once and you'll move through your Brand Bible, briefs, and Creative Roadmap with confidence. Terms are grouped by the area they belong to.

Core platform terms

Creative operating system

ATIYO's overall category: one connected workspace where DTC creative teams plan, brief, test, and scale ads, replacing scattered docs, chats, and folders.

Workspace

Your brand's home in ATIYO. It's named after your brand and holds your library, briefs, roadmap, Vault, and team.

Brand Bible terms

Brand Bible

Your shared library of strategy: the Brand Bible stores avatars, core desires, marketing angles, and ad types that your briefs pull from.

Avatar and sub-avatar

An avatar is a distinct type of customer you market to. A sub-avatar is a narrower segment within an avatar, used for sharper targeting.

Core desire

The deep motivation that drives an avatar to buy. Anchoring creative to a core desire keeps it focused on what the customer actually wants.

Marketing angle

A specific way of framing your product's value, such as time saved, social proof, or founder story. You typically test several angles per avatar.

Ad type

The creative format you produce, for example UGC testimonial, static image, or founder story. Ad types appear as choices when you write a brief.

Brief terms

Brief

A structured request that turns strategy into a production task. A brief combines an avatar, hook, core desire, angle, awareness level, ad type, and more.

Hook

The opening line or idea meant to stop the scroll in the first few seconds of an ad.

Awareness level

How familiar the audience is with the problem and your solution, ranging from unaware to most aware. It tells the editor how much the ad needs to educate versus sell.

Breakthrough memo

A note in the brief capturing the specific insight or reason-to-believe the creative should convey.

Funnel stage

Where in the customer journey the ad is meant to work, which shapes its message and call to action.

Custom brief builder

A Growth and Team plan feature that lets you add, remove, and reorder brief fields so briefs match how your team thinks.

Roadmap terms

Creative Roadmap

The pipeline board that tracks every creative from idea to tested result. See Understanding the Creative Roadmap for the full walkthrough.

Status

Where a creative sits in the pipeline: planned, needs brief, working, ready to test, testing, winner, or archived.

My queue

A filter that shows only the creatives assigned to you, so you can focus on your own work.

Vault terms

The Vault

A Drive-style asset space with nestable folders, file versions, starring, and trash/restore. It's where editors upload and reviewers approve creative. Open The Vault to explore.

Review comment and timecode

Frame.io-style feedback left on a file, optionally pinned to a specific video timecode, so notes land on the exact moment. Comments can be resolved once addressed.

Editor and Viewer (folder sharing)

Folder-level Vault permissions. Editor can upload and comment; Viewer can review without changing anything. Note that Viewer is a folder-sharing permission, not a workspace role.

Team and Insights terms

Roles: Admin, Strategist, Editor

The three workspace Team roles. Admins manage the workspace and billing, Strategists plan and brief, Editors produce. There is no Viewer workspace role.

Win rate and winner

In Insights, a winner is a creative that beat its control, and win rate is the share of tested creatives that won. You can also see tested counts and per-member stats, and export to CSV.

Remember: ATIYO tracks your creative process and testing outcomes, but it does not connect to ad accounts or track spend, ROAS, or CPA. You record results; ATIYO organizes them.

Data and workflow terms

Bulk import

Adding many Brand Bible entries at once by filling in an Excel/CSV template and uploading it, instead of creating avatars and angles one by one.

CSV export

Downloading your Insights data as a CSV file for reporting or deeper analysis outside ATIYO.

File version

A saved iteration of an asset in the Vault. Posting a new version keeps the review history intact so feedback stays tied to the right cut.

Onboarding

The short first-run setup that captures your brand name, a quick-add of starter library items, and an optional brand doc upload.

Subscription

The paid ATIYO plan attached to your workspace. Admins can review plan and billing controls in Settings.

Next steps

Ready to put these terms to use? Start with your first 15 minutes, or read what is ATIYO for how it all fits together.