A growth, ads and sales dictionary for Georgian business
This isn't an academic dictionary. Every term here answers one question: what does this mean in a Georgian business, where does the problem show, and how does it affect money. The dictionary fills in gradually — we start with the terms we have real operator things to say about.
Categories: Meta Ads · Messenger Sales · Finance · Operations & Inventory
Start here
Bottleneck
Where money stalls in the commercial chain — 6 narrow links and a diagnostic question for each
Before you scale ads — 7 checks
The growth-decision checklist: 7/7 = a decision, ≤3 = a bet
Good ROAS, no profit
Where the gap between revenue and profit disappears — and what to count first
Leads come, sales don't
Five operational points where the conversation breaks before the order
Budget up, results flat
Scaling Risk: three operational ceilings that stop growth
Lots of Messenger chat, no orders
The four-step chain: message → dialogue → offer → order
The broken measurement chain
Broken Measurement: when Meta says one thing, CRM another, the bank a third. 6 links, 6 checks
Terms
ROAS
What it is and why it isn't always profit — the Break-even frame
CPA
Why a cheap lead deceives — the operational ladder of CPAs
Gross Margin
Why it's counted before scaling ads — margin as the budget ceiling
Unit Economics
How an operator reads it — the average figure hides a silent loss
Response Time
Why a late reply kills good ads — and how to measure it correctly
Cost per Message
What the cost-per-message hides — and why a cheap message is often an expensive signal
Follow-up
Why the cheapest money burns here — a three-part rule for "I'll think about it" leads
Lead Quality
When a "bad lead" is a legitimate diagnosis — and how to measure quality in numbers
Conversion Rate
Why one figure hides the drop-off point — a step-by-step breakdown frame
COGS
The full make-up of cost — invoice + transport + customs + defects
Break-even ROAS
How to calculate the zero point — a two-step formula with an example
CRM
Why software doesn't help without rules — three minimal operational rules
Sales Funnel
The funnel in operator language: steps + numbers + owners
Cash Flow
Why a profitable business runs out of money — and 3 figures that catch the crisis early
AOV
When a rising average check deceives — discount vs smart bundling
Inventory Turnover
How fast the money in inventory turns — and what it tells the ad budget
Dead Stock
What goods that don't sell cost — waiting for a markdown is expensive
Retargeting
When it beautifies numbers for nothing — separating cold and warm flow
Meta Pixel / CAPI
What the ad's eye sees and what it will never see
The dictionary is filled continuously — terms are added in the order we have real operator things to say about them.
Can't tell which term names your problem? Diagnostics settles it in one call
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