# Marketing Intelligence Graph

> A map of consumer-marketing knowledge you can walk

This site publishes one governed vocabulary for consumer marketing as 45 kinds of thing, 428 terms and 1445 typed relationships between them, read as 95 verbs. Every relationship is stored once and reads in both directions. Every kind is licensed by one of 58 commitments, each derived from 80 cited sources and, where the build can test it, proven by one of 40 checks on every build.

Addresses carry names, never identifiers. A kind is at /{kind}/ and a term at /{kind}/{term}/; a band of related kinds is at /bands/{band}/; what the model hands over is at /deliverables/, and a profile or a shape of your own is composed at /compose/; commitments, sources and foundations are at /commitments/, /sources/ and /foundations/; the questions the graph is declared to answer are at /questions/, each a pattern whose roles fall in one line, answered from every term on every build. Every page is written in two modes the law declares, read and build: the HTML carries both, the sections of the build mode carry the class `build`, and the reader chooses which is shown. Prose may name another governed thing; the page draws the name as a link, and the thing named lists where it is named. Every page carries JSON-LD: a kind is a schema.org DefinedTermSet, a term is a DefinedTerm whose termCode is its stable identifier and whose sameAs is its public reference where one exists, a commitment is a TechArticle citing its sources, a source is a CreativeWork, and every page is a WebPage with a BreadcrumbList and a speakable definition. The whole graph is available as JSON at /graph.json.

The bands read left to right as one sentence: the ground; the consumer's path; what is made; where it can go; whether anyone may be reached; what is done; what is learned.

## Bands

- [Identity & scope](https://umi-graph.com/bands/identity-and-scope/): Entities, Time Windows, Geographies, Identity Levels, External Terms
- [Consumer journey](https://umi-graph.com/bands/consumer-journey/): Journeys, Lifecycle Stages, Consumer States, Journey States, Journey Transitions
- [Creative system](https://umi-graph.com/bands/creative-system/): Content Types, Creative Formats, Creative Assets, Creative Size Specifications
- [Distribution](https://umi-graph.com/bands/distribution/): Channel, Surface, Technology Platforms, Vendor
- [Eligibility & permission](https://umi-graph.com/bands/eligibility-and-permission/): Audience Segments, Preference Types, Preferences, Lawful Bases, Processing Purposes, Permission Bases
- [Activation](https://umi-graph.com/bands/activation/): Campaign Purpose, Campaign, Tactics, Actions, Offers
- [Measurement & evidence](https://umi-graph.com/bands/measurement-and-evidence/): Events, Signals, Intelligence, Attribution Models, Evidence Designs, Parameters, Setting Bases, Event Grain, Measure Direction, Measure Form, Units, Metrics, Goals, KPIs, Targets, Metric Formulas

## Kinds

- [Entities](https://umi-graph.com/entities/): An entity is a kind of thing in the world that everything else is ultimately about: a consumer, a campaign, an asset, an event, a place, a measure.
- [Time Windows](https://umi-graph.com/time-windows/): A time window is an interval with an explicit boundary, a time basis and a stated use. It scopes validity or evaluation; it is not an open-ended calendar label.
- [Geographies](https://umi-graph.com/geographies/): A geography is a market or place carrying a durable geographic reference. It scopes eligibility or delivery; it is not a free-text location.
- [Identity Levels](https://umi-graph.com/identity-levels/): An identity level is how far an instrument resolves the person behind what it observes: whether it cannot tell one person from another, can tell them apart without knowing who they are, or knows who they are. It is the instrument's, never the event's; the same visit is anonymous to one instrument and pseudonymous to another.
- [Journeys](https://umi-graph.com/journeys/): A journey is a named path of states a person moves through in their relationship with the brand.
- [Lifecycle Stages](https://umi-graph.com/lifecycle-stages/): A lifecycle stage is one position on the ordered ladder a consumer moves along from first contact to advocacy. A stage is reached by holding a state that sits in it, and is the coarse frame those finer states are read against.
- [Consumer States](https://umi-graph.com/consumer-states/): A consumer state is a state a consumer can be in with respect to the brand, independent of any single journey.
- [Journey States](https://umi-graph.com/journey-states/): A journey state is one state a consumer can occupy inside one journey.
- [Journey Transitions](https://umi-graph.com/journey-transitions/): A journey transition is one legal move between two states of a journey, and what triggers it.
- [Content Types](https://umi-graph.com/content-types/): A content type is a content template: a base type of page, asset or message, delivered in a place.
- [Creative Formats](https://umi-graph.com/creative-formats/): A creative format is the base shape of a creative asset, independent of channel.
- [Creative Assets](https://umi-graph.com/creative-assets/): A creative asset is one finished creative that exists at an address in a source system — a file, a module, or a rendition that source distinguishes. What it is made from, what it looks like and where it fits are all described separately.
- [Creative Size Specifications](https://umi-graph.com/creative-size-specifications/): A size specification is a delivery geometry: the aspect ratio and size range a surface will accept.
- [Channel](https://umi-graph.com/channel/): A channel is the manner in which a consumer arrived, named once so that every system reporting on it means the same thing.
- [Surface](https://umi-graph.com/surface/): A surface is a place an experience is delivered: where a consumer meets the brand and who has custody of it.
- [Technology Platforms](https://umi-graph.com/technology-platforms/): A platform is a system in the marketing stack: what job it does and which signals it carries.
- [Vendor](https://umi-graph.com/vendor/): A vendor is a company the marketing operation buys media, data or services from.
- [Audience Segments](https://umi-graph.com/audience-segments/): An audience segment is an addressable eligibility segment with a durable identity in the system that builds it. It is not a Consumer State, a persona label, or proof that anyone may be contacted.
- [Preference Types](https://umi-graph.com/preference-types/): A preference type is a kind of choice a person can state about how they are contacted. It names what a choice is about; the choice itself, and the person who made it, are records. A stated choice is not a lawful ground, and honouring one is not the same as being permitted.
- [Preferences](https://umi-graph.com/preferences/): A preference is a choice a consumer has stated about how they are contacted, which an activation must honour. It is not consent, and not any other permission basis.
- [Lawful Bases](https://umi-graph.com/lawful-bases/): A lawful basis is a ground in law on which a person's data may be processed for a stated purpose. It is the condition that makes processing permitted at all. It is not a choice the person made about being contacted, and holding one says nothing about how they wish to hear from anyone.
- [Processing Purposes](https://umi-graph.com/processing-purposes/): A processing purpose is a stated reason a person's data is processed. A lawful ground is always a ground for a purpose, so the same person, the same data and the same ground do not carry from one purpose to another. It is not a campaign's objective.
- [Permission Bases](https://umi-graph.com/permission-bases/): A permission basis is a permission or other lawful basis for a stated purpose in a stated jurisdiction. It is not a consumer preference, and it is not the receipt recording one person's consent.
- [Campaign Purpose](https://umi-graph.com/campaign-purpose/): A campaign purpose is the primary intended change a campaign exists to create. It classifies a campaign; it is not a hierarchy level or an execution record.
- [Campaign](https://umi-graph.com/campaign/): A campaign is a time-bounded, accountable marketing initiative: one purpose, one scope, and one set of outcomes it answers for. A Campaign may name a parent Campaign for roll-up, which is why no second hierarchy is needed.
- [Tactics](https://umi-graph.com/tactics/): A tactic is an executable approach within a Campaign — the level at which channel, creative and delivery are actually chosen, and at which performance is read.
- [Actions](https://umi-graph.com/actions/): An action is an executable delivery or interaction step within a Tactic. An Action triggers recorded Events; it does not by itself prove a consumer outcome or causal effect.
- [Offers](https://umi-graph.com/offers/): An offer is a value exchange presented to a consumer, with terms, eligibility and a validity window. It is not a campaign, a tactic, a creative asset, or the message that carries it.
- [Events](https://umi-graph.com/events/): An event is a kind of thing that happens, at one grain: the business process a fact is built around.
- [Signals](https://umi-graph.com/signals/): A signal is one instrument configured to watch something: a tag, a tracked property, a platform conversion, a report setting.
- [Intelligence](https://umi-graph.com/intelligence/): A question area is a family of questions the measurement chain exists to answer. It stands between a goal and the metrics that serve it.
- [Attribution Models](https://umi-graph.com/attribution-models/): An attribution model is a rule for dividing credit for an outcome across the exposures that came before it. It governs how credit is shared, not whether the outcome happened, so the same outcome measured under two rules gives two different numbers and neither of them is wrong.
- [Evidence Designs](https://umi-graph.com/evidence-designs/): An evidence design is the way a reading's cause is established: by assigning who or where receives the activity and comparing, by modelling an outcome over time against the activity, or by dividing observed credit among the exposures that preceded an outcome. A reading names the design it is read by, and the attribution rules are one design among five.
- [Parameters](https://umi-graph.com/parameters/): A parameter is a value a plan has to fix before a reading, a rule, an instrument or a move can be computed: a window, a threshold, a share or a cap, named once so every system that applies it applies the same one. The parameter is the slot and is governed here; the number in it belongs to the business and is a record, set over a window on a stated basis. Each parameter says what it is a parameter of, a metric, an attribution model, an evidence design, an instrument or a processing purpose, or which tactic it constrains.
- [Setting Bases](https://umi-graph.com/setting-bases/): A setting basis is where the value in a parameter came from: a public standard that fixes it, a benchmark that supplies it, an experiment that established it, or a decision that chose it. A setting names its basis so a reader knows how far to trust the number and what would change it.
- [Event Grain](https://umi-graph.com/event-grain/): An event grain is the grain an event is recorded at: what one occurrence of the event is one of. It fixes whether the fact can be resolved to a single person, and if it cannot, what stands in the way, because a count of events is a count of people only when each event is one person's.
- [Measure Direction](https://umi-graph.com/measure-direction/): A measure direction is which way a reading has to move to be a better result. It says nothing about what the reading measures or how it is built, only which direction counts as improvement, because a number rising is not news until someone says whether rising is the point.
- [Measure Form](https://umi-graph.com/measure-form/): A measure form is the arithmetic form a reading takes: what kind of number it is before anyone asks what it is about. It governs how two readings may be compared and what a change in one of them can mean, because a count and a share that move by the same amount have not moved by the same amount.
- [Units](https://umi-graph.com/units/): A unit is what a reading is expressed in: what the number is a number of. A count, a percent and a currency amount that print the same figure have said different things, so the unit is part of the calculation rather than a presentation choice. Each unit declares which arithmetic forms it fits, which is what lets a check refuse a rate measured in a count.
- [Metrics](https://umi-graph.com/metrics/): A metric is a performance calculation: what is counted or divided, and at what grain. It names its Signal or Metric inputs directly, or points to one versioned Formula that names them; it is never the evidence itself.
- [Goals](https://umi-graph.com/goals/): A goal is a durable outcome the marketing effort exists to advance. It is served by KPIs rather than measured directly.
- [KPIs](https://umi-graph.com/kpis/): A KPI is a performance indicator chosen because it tells whether a Goal is advancing, and measured by one or more Metrics. A number nobody would act on is not one.
- [Targets](https://umi-graph.com/targets/): A target is a level a reading is committed to reach within a window: a quantified, time-boxed commitment on one KPI, made in service of one goal and pursued by the initiative that is judged against it. It is neither the goal, which is the outcome wanted, nor the KPI, which is how the outcome is read; it is the promise that joins them. Its direction and unit are not restated here: they are the KPI's direction and the Metric's unit.
- [Metric Formulas](https://umi-graph.com/metric-formulas/): A metric formula is a versioned calculation method for a Metric, naming its inputs, grain, evaluation rules and validity. It is not the Metric it computes, and not the evidence either.
- [External Terms](https://umi-graph.com/external-terms/): An external term is a term in a published vocabulary governed by someone else, named by the identifier that vocabulary gives it: what a locally governed term can be said to correspond to, so a comparison is possible without either vocabulary taking the other over.

## Commitments

- [Declare measurement grain before calculation](https://umi-graph.com/commitments/declare-measurement-grain-before-calculation/): An Event is a business-process fact, a Signal is the governed instrument, a Metric is the calculation, and a KPI serves a Goal. A rate or aggregate may not silently change the grain of its inputs, including an explicitly composed Metric.
- [Campaign is the accountable initiative](https://umi-graph.com/commitments/campaign-is-the-accountable-initiative/): Campaign is the time-bounded accountable initiative. Parent Campaign is an optional roll-up, Campaign Purpose is a classifier, and Tactic is the executable child; no parallel Program hierarchy is introduced.
- [Store one canonical relationship assertion](https://umi-graph.com/commitments/store-one-canonical-relationship-assertion/): Store a relationship once in its canonical direction and generate the named inverse for reading. Provenance, source linkage, and implementation status must be explicit rather than duplicated as a second fact.
- [Separate executable actions, observed events and consumer actor grain](https://umi-graph.com/commitments/separate-executable-actions-observed-events-and-consumer-actor-grain/): Action is the executable operation atom and Event is the observed fact. The canonical design path is Action → triggers Event. Every Event states the grain it is recorded at: one person's and resolvable to them, one person's with the identity withheld by the platform that saw it, a placement with no person in it, or a public utterance not resolved to a known person. Event → acted by Consumer is available only at the two grains that are a person's act, and a move between journey positions is triggered only by an event resolvable to one person. Aggregate delivery Events do not receive a fabricated actor, and a move of one person never rests on a fact about nobody in particular. An instrument observes exactly one kind of fact; an instrument that observes none is unanchored, and a reading built on it cannot say what it counted.
- [Use external content taxonomy as a mapping, not mastery](https://umi-graph.com/commitments/use-external-content-taxonomy-as-a-mapping-not-mastery/): A recognized content taxonomy may improve portability and comparability, but umi-graph's Content Types, Surfaces and Creative Formats remain locally governed terms until a versioned mapping is justified. Creative Asset records point to those terms without becoming taxonomy values.
- [Keep audience eligibility, preference and permission basis distinct](https://umi-graph.com/commitments/keep-audience-eligibility-preference-and-permission-basis-distinct/): Audience Segment identifies an addressable eligibility group; Preference records a communication or content choice; Permission Basis records the governed permission or other lawful-basis condition. Consumer State remains relationship context. None of these assertions substitutes for a consumer-level receipt or proves activation is permitted. A Permission Basis rests on exactly one lawful ground and names at least one purpose, because a ground is always a ground for something. A Preference is typed by the kind of choice it states.
- [Make outcome quality, calculation method and attribution inspectable](https://umi-graph.com/commitments/make-outcome-quality-calculation-method-and-attribution-inspectable/): An outcome or efficiency claim needs declared inputs, exclusions, quality controls, attribution window and an activation join key. Metric meaning is distinct from its versioned Formula. A Formula consumes governed Signal or Metric inputs and must not split a Metric across a second direct-input path. An attributing Metric names the Attribution Model it divides credit by, because the rule is part of the method rather than a presentation choice.
- [Model offer as the governed value exchange](https://umi-graph.com/commitments/model-offer-as-the-governed-value-exchange/): Offer is a distinct governed value exchange with terms, eligibility and validity. A Campaign may set an Offer and an Action may require it; neither a Campaign, Tactic nor creative asset becomes an Offer by implication.
- [Scope activation and calculation explicitly in time and geography](https://umi-graph.com/commitments/scope-activation-and-calculation-explicitly-in-time-and-geography/): Time Window and Geography are distinct governed scope dimensions. Campaign, Tactic, Action, Offer and Formula scope relationships are explicit and do not rely on free-text dates or locations.
- [Keep concrete creative separate from its classifications](https://umi-graph.com/commitments/keep-concrete-creative-separate-from-its-classifications/): A Creative Asset is a source-addressable creative record at the source-defined rendition grain. It is distinct from the Content Type that templates it, the Format it renders as, and the Size Specification that constrains where it can go. Tactic owns the canonical operational use link; Campaign and Action do not duplicate it.
- [A journey is a state machine, not a funnel picture](https://umi-graph.com/commitments/a-journey-is-a-state-machine-not-a-funnel-picture/): A Journey is the machine; a Journey State is a position inside exactly one Journey and is typed by exactly one Consumer State; a Journey Transition belongs to one Journey and names exactly one from-state and one to-state. A Journey begins at exactly one of its own positions. An Event is what triggers a transition, every transition names at least one, and only an event resolvable to one person may trigger a move. What a move asks of activation is not stored on the move: a campaign targets the condition it acts on, and the question areas that read the journey advise the purposes whose campaigns act on it. A stage list with no legal transitions is a picture, not a model.
- [Delivery custody is a named chain, not one vendor field](https://umi-graph.com/commitments/delivery-custody-is-a-named-chain-not-one-vendor-field/): Channel, Surface, Technology Platform and Vendor answer four different questions: the manner of reaching someone, the place it happens, the system that acts there, and the party accountable for it. Custody is asserted directly at each link. A surface names the systems it runs on, and no custody is inferred through any of them: the vendor supplying a platform is not thereby the provider of the surface, even where the platform hosts it.
- [A metric exists because a question needs it](https://umi-graph.com/commitments/a-metric-exists-because-a-question-needs-it/): An Intelligence row is a standing question area that sits between a Goal and the Metrics that answer it, following Goal-Question-Metric. A Signal informs a question area by contributing evidence; it is not classified by it. The kind of a conversion - a first, a repeat, a return - is read from the condition the move it triggers leaves, and is never declared beside the event as a second fact. A question area advises the campaign purposes whose campaigns act on its answers, so measurement reaches the decision it exists to inform.
- [Creative form is constrained by where it is delivered](https://umi-graph.com/commitments/creative-form-is-constrained-by-where-it-is-delivered/): A creative size specification states an aspect ratio and size range that a Surface supports; it is a constraint on delivery, not a property the creative owns. A creative Format states which Surfaces can carry it at all, which is the same constraint read at the coarser grain: geometry decides whether a screen will take a shape, form decides whether a place can carry the thing at all.
- [Provenance and conformance are read apart](https://umi-graph.com/commitments/provenance-and-conformance-are-read-apart/): A cited source states what this model was built from; a commitment states what must hold for its shapes to mean anything. They answer different questions and are presented as peers, not one nested inside the other. A source is never read as evidence of a commitment, and a commitment is never read as evidence of a fact.
- [A commitment says whether the build proves it](https://umi-graph.com/commitments/a-commitment-says-whether-the-build-proves-it/): A commitment is an agreement to use these shapes coherently, not a preference and not an industry standard. Each one therefore declares whether it is enforced, meaning a named build check tests it on every run, or guidance, meaning it is a commitment no check can test. Only an enforced commitment may name a check, an enforced one must name at least one, and a proposed one may never be enforced. A foundation derives its checks from the commitments it holds. Following minimal ontological commitment, the model states the weakest theory that still does the work: what it has not committed to stays visibly uncommitted rather than being asserted for completeness.
- [A relationship says what kind of claim it makes](https://umi-graph.com/commitments/a-relationship-says-what-kind-of-claim-it-makes/): A cardinality says how many; it never says whether. Each relationship therefore declares the claim it makes: constitutive, true by what the thing is; dispositional, what may or typically hold at design time; evidential, an observed linkage that carries interpretation and nothing more; causal, the source brings the target about; or advisory, a recommendation. PROV-O draws the line the model most depends on: influence is the weakest relation, and generation - where the target did not exist before - is a strict specialisation of it. Attribution is evidential and may never be read as causal. A verb that hedges may only make a dispositional or advisory claim, and no claim class may sit unused.
- [The reverse reading is named, not improvised](https://umi-graph.com/commitments/the-reverse-reading-is-named-not-improvised/): A relationship is stored once, and its reverse is read, never asserted. But a reading needs a name: the reverse of 'includes surface' is not 'is includes surface by'. Each relationship therefore declares its inverse verb, so that the same one assertion reads as a sentence from either end. OWL 2 states the discipline: declare one property the inverse of another and the reverse follows by inference. The inverse inherits the claim, differs from the forward verb, and is never the forward verb wrapped in 'is ... by'.
- [An exemplar shows the shape a record takes](https://umi-graph.com/commitments/an-exemplar-shows-the-shape-a-record-takes/): A source-backed kind admits records: rows that name the durable source they came from. Before any record exists the kind still has a shape, and one canonical representative can show it. That representative is an exemplar. SKOS treats an example as a note about a concept, not a fact about the world, and the exemplar is read the same way: it documents the pattern, carries no source reference and never pretends to one. A record carries a source reference and is never an exemplar; a vocabulary term is neither, because it already is the pattern. Each registry states once how an exemplar and a record are each named, so the exemplar's label is the naming convention made visible.
- [Knowledge enters as a term or an assertion, never as a new field](https://umi-graph.com/commitments/knowledge-enters-as-a-term-or-an-assertion-never-as-a-new-field/): Material arriving from outside this model enters in one of three forms and no other. A row carries an identifier, a label and a definition. An assertion uses a relationship that already exists; declaring a new one first requires its endpoint kinds, a cardinality, a claim, an inverse and a commitment that licenses it, so nothing can introduce structure merely by arriving. A property is the rarest of the three: it enters only where a commitment licenses it across an entire evidence class, says what it means, and a check tests every row of that class for it. A field outside the licensed set is not admitted, whatever supplied it.
- [State and intent are read against one ordered lifecycle](https://umi-graph.com/commitments/state-and-intent-are-read-against-one-ordered-lifecycle/): A Lifecycle Stage is one position on a single ordered ladder from first contact to advocacy, and the order is asserted as precedence rather than left to the sequence rows happen to appear in. Every Consumer State sits in exactly one stage, which gives a vocabulary of conditions an order without making it a machine. A Goal advances at most one stage; a Goal that advances none is a goal about the ability to measure rather than about moving anyone. The machine that carries a consumer between positions remains the Journey. It runs across a contiguous run of stages rather than standing in for the ladder: it may carry a person in either direction within that run, and it may not skip a rung.
- [Every term is about something in the world](https://umi-graph.com/commitments/every-term-is-about-something-in-the-world/): Every row grounds on exactly one Entities row: the thing in the world the row is ultimately about. Grounding is a relationship like any other and is declared like one - a verb, a named inverse, a governed cardinality and a constitutive claim - so it can be read from either end. It is declared once for the whole model rather than repeated by each kind, because it is a relationship every kind makes and no kind owns, and it is asserted once, on the row, never a second time as a separate assertion saying the same thing.
- [A declared path must be walkable](https://umi-graph.com/commitments/a-declared-path-must-be-walkable/): Declaring a relationship is not the same as carrying one. Where the model leans on a kind to hold something up, every row of that kind states the relationships the kind exists to carry - or, where the model has a way to say that an input does not yet exist, declares that instead. And where a claim rests on a sequence of steps rather than a single one, that path is walkable end to end by at least one row. A relationship declared across the registry and asserted nowhere is a failure of the model, not a thin line on a map.
- [A move that cannot be counted is a picture](https://umi-graph.com/commitments/a-move-that-cannot-be-counted-is-a-picture/): Every legal move between journey positions is triggered by at least one event that an instrument observes, and that instrument is a numerator or denominator of a reading a KPI carries, or an input of the formula that computes one. The fact that enters a condition is the denominator of the rate that measures leaving it, so a state-entry fact is counted once as the move in and once as the population the next move leaves from. A move triggered by a window closing counts over its journey's window: every journey names the interval of inactivity after which it presumes a person has stepped back.
- [A question the graph answers is declared, and walked](https://umi-graph.com/commitments/a-question-the-graph-answers-is-declared-and-walked/): The graph exists to answer questions, and the questions are declared. Each is a competency question stated in words, with the chain of relationships that answers it named kind to kind, walked forward or in reverse. The build walks every declared chain end to end through the rows and refuses one nothing travels; and every kind lies on at least one declared question, so the graph holds nothing no question needs. A pattern may walk a typing like any other relationship, because what a thing is typed by is part of the answer and may itself be typed; it never walks a grounding, which says only that a kind exists, and the build refuses one that tries.
- [A reading names its unit, and the unit fits its form](https://umi-graph.com/commitments/a-reading-names-its-unit-and-the-unit-fits-its-form/): Every Metric is measured in exactly one Unit from a governed vocabulary: Count, Percent, Ratio, Currency, Rank and Score. A Unit declares which arithmetic forms it fits, and the build refuses a KPI whose form its Metric's unit does not fit, a quotient measured in a count, and a Metric in Percent or Ratio that names its numerator directly but no denominator. The unit belongs to the Metric, because the calculation carries it and the KPI only reads it.
- [A target is a level on a reading, due within a window](https://umi-graph.com/commitments/a-target-is-a-level-on-a-reading-due-within-a-window/): A Target is a quantified, time-boxed commitment: it sets a level for exactly one KPI, quantifies exactly one Goal that KPI serves, and is due within exactly one Time Window. Its direction is the KPI's and its unit is the Metric's, so neither is restated. A Campaign pursues zero or more Targets, and is measured by each target's KPI and supports each target's goal. A Target is not a Goal, which is the outcome wanted, and not a KPI, which is how the outcome is read; it is the promise that joins them, and what a result is judged against.
- [A term may be known by other names, and they are labels, not terms](https://umi-graph.com/commitments/a-term-may-be-known-by-other-names-and-they-are-labels-not-terms/): A row has one preferred label and may carry alternate labels: the abbreviations, trade names and spellings a reader or a machine will actually search by. An alternate label is a lexical fact about the same term, never a second row and never a relationship. It is admitted only where the name is in established use, it never repeats the row's own label or any label or alternate label of another row in the same kind, and it is projected wherever the label is: in the structured data as alternateName, in the search index and the header search, and in llms.txt.
- [An identifier names one thing, and never a second](https://umi-graph.com/commitments/an-identifier-names-one-thing-and-never-a-second/): A row's identifier is its kind's prefix and an ordinal number, given once and never changed: the label may change, and the address with it, but the identifier does not. An identifier that is retired is written down in its kind with the date and the reason, is never given to another row, and leaves a gap that is a record rather than a slot. The build refuses a row that takes a retired identifier and a gap that no retirement explains.
- [The ground has one schema, and it is data](https://umi-graph.com/commitments/the-ground-has-one-schema-and-it-is-data/): The shape of every file the ground and the ledger are written in is declared once, as data: for each object, its fields in order, each field's type, whether it is required, and its values where the set is closed. The build reads that declaration and validates every file against it before any other law runs, and no rule about shape lives in code. The same declaration is emitted as JSON Schema on every build, so an editor validates a file as it is written and an agent reads the contract without reading the build.
- [The model is written in the standards its foundations name](https://umi-graph.com/commitments/the-model-is-written-in-the-standards-its-foundations-name/): On every build the model is written, from the verified graph and without a clock, in the standards its foundations name: the kinds as OWL classes and SKOS concept schemes, the relationships as object properties with domain, range and named inverse, the rows as individuals and concepts with their labels, definitions and alternate labels, the assertions as triples, the cardinalities and spines as SHACL shapes, the acyclic relationships as SHACL-SPARQL constraints, each declared question as a SPARQL property path, and the artifact's derivation from its ground in PROV. Every identifier is the one the site's structured data already publishes.
- [An address is a label's, made once](https://umi-graph.com/commitments/an-address-is-a-label-s-made-once/): Every page address is made once, from a label, by the scheme the law declares: the site reads the path the graph carries and never slugs a label itself, the standards export writes the same path as its IRI, and the build refuses two pages that would share an address or a kind that would answer to a name the site reserves. An address carries a label, never an identifier; the identifier travels in the page's structured data. The doors of the site are declared the same way: a section opens a name the law already reserves, so its address is the reservation rather than a copy of it, and what a reader is told the door is, and which group it falls into, are the law's to say and not the surface's to invent.
- [The proof runs without a hand](https://umi-graph.com/commitments/the-proof-runs-without-a-hand/): Every push runs the rings a hand can run: the build, the proof that the committed artifact is the build of the committed ground, the breakage suite, the standards proof with its validator installed, and the site build. A deploy is of a commit those rings passed.
- [A page is shareable as itself](https://umi-graph.com/commitments/a-page-is-shareable-as-itself/): Every indexed page declares its own preview: an Open Graph title, description and canonical address, a large-image card, and an image composed at build time from the same view model the page renders, at the address beside the page the law declares. Each page type composes differently: a row shows its kind, band and definition; a question shows its chain of kinds and verbs; a commitment its statement; a band its kinds. A share control on every page, a native disclosure that works without script, offers the device's own share sheet where the browser has one, a copied link, and a network's compose intent; every intent is a plain link a crawler is told not to follow. Nothing loads from any network to do it.
- [The design is measured, not asserted](https://umi-graph.com/commitments/the-design-is-measured-not-asserted/): Every colour the site reads is measured on the surface it is read on and held to a ratio the design declares; every colour token is either measured by a pair or declared decorative with the reason it need not be; every band's colour clears the same floor as chip text; no retired colour returns; and every type size is a step on the declared scale, none below its floor.
- [The prose says what the registry says](https://umi-graph.com/commitments/the-prose-says-what-the-registry-says/): Every authored file here that describes the model is held to the model on every build, the site's own copy included: a number in a sentence is the number the build has, a relationship named is one the registry declares, a ring or an eval named is one the law catalogs under that label, the authored files the front doors list are the files the law declares, no sentence leaves in the manifest a section the kernel holds, and no word the model has retired is written anywhere but where it is declared retired and no authored file names a private repository or the engagement it was built for, nor any served page a former engagement’s industry vocabulary.
- [A view is one concept, over one primitive](https://umi-graph.com/commitments/a-view-is-one-concept-over-one-primitive/): A view is a purposeful projection of the graph: declared patterns, all asked from one kind, drawn in the way the law's own vocabulary for drawing declares, belonging to a declared deliverable where it belongs to one, and answered by binding those patterns from one row. What a view starts from and what it touches are read off its patterns and appear nowhere else. A view no row answers is not published.
- [One engine, and a second runtime of it is a port under proof](https://umi-graph.com/commitments/one-engine-and-a-second-runtime-of-it-is-a-port-under-proof/): Binding a pattern is one function. Where it has to run somewhere the build cannot reach, the second copy is a port of the first and never a second design, and a proof that both find the same bindings runs before the site is built. A second implementation without that proof is two models of one thing, which is the drift this ground exists to refuse.
- [Governance and execution share one substrate](https://umi-graph.com/commitments/governance-and-execution-share-one-substrate/): A governed vocabulary says what it governs and which gate holds it, and each of its values carries what makes it real: the condition that selects it, or the files that draw it. A value may not be declared with nothing anywhere to realise it, and a rule that selects a value is written once, where the value is, and read from there by everything that acts on it.
- [The operations an agent may drive are declared](https://umi-graph.com/commitments/the-operations-an-agent-may-drive-are-declared/): Everything that may be done with the published parts is a value of one governed vocabulary: what it takes, what it gives, which published address it reads, and the files that serve it. The surface performs those operations and no others, an agent arriving with the published parts learns them from the parts and not from the surface's source, and a declared operation nothing serves is refused.
- [Everything composed is a composition of known parts, at every level](https://umi-graph.com/commitments/everything-composed-is-a-composition-of-known-parts-at-every-level/): A pattern is composed of kinds and relationships; a view of patterns; a deliverable of views. Each level is declared, has an address, and reads down to the ground through the level beneath it; none holds a fact of its own. A deliverable is plural and declared, never a singleton written into the manifest, the addresses or the checks; and one mechanism binds, draws and addresses a pattern, a view and a deliverable alike, so what distinguishes them on the surface is the application and not the machinery.
- [A composition a reader manifests has an address, is held before it binds, and never enters the ground](https://umi-graph.com/commitments/a-composition-a-reader-manifests-has-an-address-is-held-before-it-binds-and-never-enters-the-ground/): A shape a reader or an agent composes at runtime lives in its own address: the whole of it, roles, edges and pins, carried in the fragment of the page that composed it, so it is theirs and is never written to the ground by being made. Before it binds it is held to the same grammar as a declared pattern, by a check that does not know who wrote it. It never enters the ground: the ground is authored in the registry and nowhere else.
- [An answer the graph gives has an address](https://umi-graph.com/commitments/an-answer-the-graph-gives-has-an-address/): Every declared question, answered from every row it can be answered from, is a page of its own, where and only where the walk from that row is non-empty: the same engine binds it at build, the page is canonical to itself and linked from the row and from the question, its structured data is the question as asked from that row with the rows the walk reached as an ordered list, and no page exists for an empty answer.
- [A text answers one question, in the reader's words](https://umi-graph.com/commitments/a-text-answers-one-question-in-the-reader-s-words/): Every text a kind carries beyond its name answers one question a reader brings, in the words the industry uses, under the kind's own noun: what it is, what it is used for, why it matters, where it came from, and how this model holds it. The law declares the set, the question each answers, the span of sentences an authored text is held within, and the mode each is read in; two are derived from what the model already knows and are never authored a second time; and every page is written once in every mode, with the reader's choice deciding which is shown before the first paint. A commitment is read on a page too, so the same register holds there: what it says holds, what goes wrong without it, where the model stands and what it does not claim name no file of this repository and no path into the law written as one key inside another, because a reader cannot open either and naming one tells them nothing they can follow.
- [Prose names only what the registry holds](https://umi-graph.com/commitments/prose-names-only-what-the-registry-holds/): A text may name another governed thing, a kind by its name or anything else by its identifier, in one declared form; the build resolves every such reference to the thing's address and label, refuses one that resolves to nothing, to two things or to the text's own subject, draws it as a link, and lists on the thing named where it is named. A reference is a name and never an assertion: prose may name, only the registry relates, and a pair the prose joins that the registry does not is listed as proposed and written nowhere.
- [A road declares its grain](https://umi-graph.com/commitments/a-road-declares-its-grain/): Every relationship declares the grain it is asserted at. A vocabulary road is a fact about the kinds' rows, asserted in the registry, walked by questions and counted on every build. A record road is a fact only an instance can carry: the registry asserts nothing on it, no spine may require it, no question walks it, and its lower bound is zero. It exists so that a record shape can name the join a person-level system must make.
- [The loop is law](https://umi-graph.com/commitments/the-loop-is-law/): The kernel names the loops the model must close, each a shape whose edges form one cycle over all its roles, and the build holds every one to at least one instance. Two are named: the accountability loop, in which a campaign is measured by a reading whose evidence is the events that move a person out of the state the campaign targets; and the activation loop, in which what a campaign does is read back through an instrument and a metric to a goal the campaign supports.
- [A person is known at a declared level](https://umi-graph.com/commitments/a-person-is-known-at-a-declared-level/): Every instrument declares the level at which it identifies the person behind what it observes: anonymous, where one person cannot be told from another; pseudonymous, where they can be told apart without being known; or known. The kernel names the kind, the road and the unresolved level, and no move of the journey machine rests only on evidence observed at that level.
- [Cause is read by a declared design](https://umi-graph.com/commitments/cause-is-read-by-a-declared-design/): A reading whose value rests on a claim of cause names the evidence design it is read by: a holdout experiment, a geo experiment, a matched-market test, a marketing mix model, or attribution. The attribution rules are one design among these and type into it, and the kernel names the record road credit is divided over, an event attributed to a tactic, so attribution has a declared object.
- [Every road answers a competency question](https://umi-graph.com/commitments/every-road-answers-a-competency-question/): Every relationship the registry declares, other than the grounding every kind makes, is walked by at least one declared pattern of its grain. A vocabulary road is walked by a question or a shape; a record road by a record shape. A road no pattern walks is refused.
- [A person-level record has a declared shape](https://umi-graph.com/commitments/a-person-level-record-has-a-declared-shape/): The joins a person-level record must be able to make are declared as record shapes: a position, an exposure, an attributed conversion, a reading and a consent receipt, each a shape over the kinds and the roads, walking at least one record road. The registry instantiates none of them; the standards export writes each as a SHACL node shape without a target, for a record system to apply. A campaign roll-up, the one record join not made at the person level, is declared the same way.
- [A value a plan fixes is a governed parameter](https://umi-graph.com/commitments/a-value-a-plan-fixes-is-a-governed-parameter/): Every value a plan has to fix before a reading, a rule, an instrument or a move can be computed is a declared parameter: a governed slot that says what it is a parameter of or what it constrains, the unit it is measured in and the basis its default rests on. The value in the slot is a record, set over a window, in a geography, for a segment, on a stated basis: a standard, a benchmark, an experiment or a decision. An evidence design that can establish a parameter's value calibrates it, and the calibration loop closes where the design a reading is read by calibrates a parameter of that reading.
- [A deliverable is a method the industry already writes](https://umi-graph.com/commitments/a-deliverable-is-a-method-the-industry-already-writes/): Every deliverable is a method the industry already writes, and it cites the commitments and the sources that write it: what a measurement plan, a campaign brief, a permission plan, an instrumentation plan, a lifecycle map and an evidence plan each contain is taken from the standard, the guide or the literature that defines it, never from taste. A deliverable no commitment licenses hands over a design choice nobody can audit, and the build refuses it.
- [A question in a reader’s words is answered with an address](https://umi-graph.com/commitments/a-question-in-a-reader-s-words-is-answered-with-an-address/): A question a reader types is answered with something the model already declares, or with something composed from the model’s own parts, and never with words alone: a declared question or shape offered to open on the board, or a shape of the kinds the words name, connected along the roads between them. The order is fixed, declared first, composed second, a model last. The first two tiers run where the reader is, by words alone, so nothing typed leaves the browser; and the build holds the matcher to finding every declared question from that question’s own words and from its name.
- [A band joined by one road says so](https://umi-graph.com/commitments/a-band-joined-by-one-road-says-so/): The families of kinds are joined to each other by the roads that run between them, and a pair of families joined by exactly one road is joined by that road alone: remove it and neither can be reached from the other. Every such crossing is declared with what is lost if the road goes. The crossings are derived from the registry and never read from a list, so a declaration cannot drift from the model; a second road between the same two families is growth and releases the requirement, and a crossing left undeclared while it is still the only one is refused.
- [The shape of the model moves on the record](https://umi-graph.com/commitments/the-shape-of-the-model-moves-on-the-record/): The shape of the model is digested apart from the things it holds. The kinds, the roads with their bound, claim, grain and inverse, the compositions and the kernel's requirements, together with the closed vocabularies they are typed by, are one digest; every row and every assertion is outside it. The ledger names the digest in force and every motion that brought it here, each with the day it moved, what changed in the shape and the commitments that moved with it. A build whose shape does not match the accepted digest is refused. The shape may change, and it may not change quietly.
- [A correspondence to a vocabulary governed elsewhere is asserted, never imported](https://umi-graph.com/commitments/a-correspondence-to-a-vocabulary-governed-elsewhere-is-asserted-never-imported/): Where a locally governed term corresponds to a term in a vocabulary published by someone else, the correspondence is asserted along a declared relationship to an external term, which is a term of that other vocabulary named by the identifier it publishes and carrying the address that establishes it. The other vocabulary is never imported: none of its terms becomes a term of this one, no identifier of its is carried as a property of any term here, and nothing it revises moves a local meaning. A correspondence is admitted only where that vocabulary publishes a stable identifier for the term and its own published definition is the same thing said: where the correspondence would be a judgement, it is not asserted at all. The relationship says which kind of correspondence it is, makes an evidential claim and nothing stronger, and is a classification rather than a road, because a term governed elsewhere is a hub many terms would answer to.
- [A profile selects and constrains the vocabulary, and never extends it](https://umi-graph.com/commitments/a-profile-selects-and-constrains-the-vocabulary-and-never-extends-it/): A reader composes a profile for one context: the wireframe of a model, said in their own words and built from what those words reach in the vocabulary. It holds the kinds in play and, where a kind is a closed vocabulary, which of its terms; every road the grammar declares between the kinds in play; every question answerable within them and every deliverable those questions compose; the values held against the parameters those kinds set; and any road’s bound tightened for the context. Every part of it names a thing the model declares. A profile never adds a kind, a term, a road or a question, and never loosens a bound; it is held to the grammar before anything is carried, by a check that does not know who composed it; it lives in its own address and the reader’s browser, and is written to the model by nothing. It leaves as the tabular form of an application profile, column for column as that standard lays it out; as one document; and as a module of the ontology, the kinds, roads, terms and bounds in play named by the addresses the ontology names them by, with the bounds as shapes.

## Foundations

- [Metaphysics](https://umi-graph.com/foundations/metaphysics/): What sorts of thing may this contain?
- [Ontology](https://umi-graph.com/foundations/ontology/): What exists, and what may connect?
- [Taxonomy](https://umi-graph.com/foundations/taxonomy/): Whose categories are these?
- [Mereology](https://umi-graph.com/foundations/mereology/): What is a part, and what is its own thing?
- [Topology](https://umi-graph.com/foundations/topology/): Is it connected, and can it be walked?
- [Identity](https://umi-graph.com/foundations/identity/): What makes this the same thing twice?
- [Modality](https://umi-graph.com/foundations/modality/): How many, and what kind of claim?
- [Derivation](https://umi-graph.com/foundations/derivation/): What is stored, and what is worked out?
- [Epistemology](https://umi-graph.com/foundations/epistemology/): How does it know what it claims?
- [Semantics](https://umi-graph.com/foundations/semantics/): Do two readers reach the same reading?
- [Nomenclature](https://umi-graph.com/foundations/nomenclature/): What is a name, and what is an address?
- [Deontics](https://umi-graph.com/foundations/deontics/): What must hold before a claim is made?

## Sources

- [XDM ExperienceEvent Class](https://umi-graph.com/sources/xdm-experienceevent-class/): Adobe Experience Platform · Supports timestamped, observable event facts and the distinction between explicit and implicit events.
- [XDM Individual Profile Class](https://umi-graph.com/sources/xdm-individual-profile-class/): Adobe Experience Platform · Supports one representation of a person across sources, with an identity map holding the identifiers each namespace knows the person by, so the level at which an instrument resolves a person is a fact about the identifier it carries and not about the person.
- [A Pattern Language: Towns, Buildings, Construction](https://umi-graph.com/sources/a-pattern-language-towns-buildings-construction/): Alexander, Ishikawa and Silverstein, Oxford University Press, 1977 · Establishes that patterns compose into a language: each pattern names the larger patterns it completes and the smaller ones that complete it, so a whole is read as a network of parts that are themselves patterns. Here a deliverable is composed of views composed of patterns composed of kinds and relationships, and each level is declared and addressed.
- [The Goal Question Metric Approach](https://umi-graph.com/sources/the-goal-question-metric-approach/): Basili, Caldiera and Rombach, University of Maryland · Supports a question area standing between a goal and its metrics, so a measurement is collected because a stated question needs it rather than because it is available.
- [Aligning Organizations Through Measurement: The GQM+Strategies Approach](https://umi-graph.com/sources/aligning-organizations-through-measurement-the-gqm-strategies-approach/): Basili, Trendowicz, Kowalczyk, Heidrich, Seaman, Münch and Rombach, Springer, 2014 · Supports the return arc: the strategies chosen to reach a goal are aligned to it through the same measurement that answers the goal's questions, so a question area advises the purposes whose campaigns act on its answers.
- [Challenges and Opportunities in Media Mix Modeling](https://umi-graph.com/sources/challenges-and-opportunities-in-media-mix-modeling/): Chan and Perry, Google, 2017 · Supports the mix model as a design of its own, estimated over time across channels without assigning anyone, with the limits that follow from that.
- [Know Your Customers' Jobs to Be Done](https://umi-graph.com/sources/know-your-customers-jobs-to-be-done/): Christensen, Hall, Dillon and Duncan, Harvard Business Review, September 2016 · Frames a reader as arriving with work to make progress on rather than with a question to ask, which is why a job here is named in the words a practitioner would use and not in the model's.
- [Causally motivated attribution for online advertising](https://umi-graph.com/sources/causally-motivated-attribution-for-online-advertising/): Dalessandro, Perlich, Stitelman and Provost, ADKDD 2012 · Supports the line between attribution and cause: credit assignment is a convention that must be stated, and only a causal design establishes effect.
- [Dublin Core Tabular Application Profiles (DCTAP): Elements for DC Tabular Application Profiles](https://umi-graph.com/sources/dublin-core-tabular-application-profiles-dctap-elements-for-dc-tabular-application-profiles/): Dublin Core Metadata Initiative; elements document edited by Karen Coyle, December 2022 · Supports carrying a profile as a table whose twelve columns are the standard’s own - shape and property each by identifier and label, mandatory and repeatable as booleans, the value’s node type, data type, shape and constraint with the constraint’s type, and a note - so a profile leaves in a form other tools read and compile to shapes, rather than in a form of this model’s own.
- [The Singapore Framework for Dublin Core Application Profiles](https://umi-graph.com/sources/the-singapore-framework-for-dublin-core-application-profiles/): Dublin Core Metadata Initiative · Supports a local profile that constrains how terms are used for one community without claiming to extend or replace the standards it draws on.
- [DCMI Metadata Terms](https://umi-graph.com/sources/dcmi-metadata-terms/): Dublin Core Metadata Initiative · Separates what a resource is derived from (source) from the established standard it conforms to (conformsTo), so provenance and conformance are read as different questions.
- [There's a S.M.A.R.T. way to write management's goals and objectives](https://umi-graph.com/sources/there-s-a-s-m-a-r-t-way-to-write-management-s-goals-and-objectives/): Doran, Management Review 70(11), American Management Association, 1981 · Supports the shape of a target as specific, measurable, assignable, realistic and time-related: a level on one reading, owned by one initiative, due within one window.
- [Regulation (EU) 2016/679, Article 4: Definitions](https://umi-graph.com/sources/regulation-eu-2016-679-article-4-definitions/): European Union · Defines pseudonymisation as processing after which the data can no longer be attributed to a specific person without additional information kept separately, which is the level between not telling one person from another and knowing who they are.
- [Regulation (EU) 2016/679, Article 5: Principles relating to processing of personal data](https://umi-graph.com/sources/regulation-eu-2016-679-article-5-principles-relating-to-processing-of-personal-data/): European Union · Requires that personal data be kept in a form that identifies a person no longer than the purpose needs, which makes a retention period a parameter every processing purpose carries, and the law leaves its length to the purpose.
- [Regulation (EU) 2016/679, Article 6](https://umi-graph.com/sources/regulation-eu-2016-679-article-6/): European Union · Names the six grounds on which processing may lawfully rest, which is the text most other regimes are drafted against or mapped to; the grounds here are held as vocabulary while the jurisdiction that selects among them is not.
- [Regulation (EU) 2016/679, Article 7: Conditions for consent](https://umi-graph.com/sources/regulation-eu-2016-679-article-7-conditions-for-consent/): European Union · Supports consent as a demonstrable fact: the controller must be able to show it was given, and withdrawing it must be as easy as giving it, so a grant or withdrawal is a recorded event and not an inference.
- [Counting Your Customers the Easy Way: An Alternative to the Pareto/NBD Model](https://umi-graph.com/sources/counting-your-customers-the-easy-way-an-alternative-to-the-pareto-nbd-model/): Fader, Hardie and Lee, Marketing Science 24(2), 2005 · Supports reading inactivity as a probability that a relationship is still alive, which is what a scored move rests on and what a timed move presumes when its window closes.
- [The FAIR Guiding Principles for scientific data management and stewardship](https://umi-graph.com/sources/the-fair-guiding-principles-for-scientific-data-management-and-stewardship/): Wilkinson et al., Scientific Data 3, 160018, 2016 · Supports the law that a thing carries a unique and persistent identifier, F1 of the principles: an identifier that is reused or changed breaks every reference made to it.
- [Continuous Integration](https://umi-graph.com/sources/continuous-integration/): Martin Fowler, martinfowler.com, revised 2024 · States the practice this model adopts for its gates: every commit is integrated and verified by an automated build, so a broken gate is found by the machine on the commit that broke it rather than by a person later.
- [Design Patterns: Elements of Reusable Object-Oriented Software](https://umi-graph.com/sources/design-patterns-elements-of-reusable-object-oriented-software/): Gamma, Helm, Johnson and Vlissides, Addison-Wesley, 1994 · The Composite pattern: compose objects into part-whole hierarchies so that a client treats an individual object and a composition of objects uniformly. Here one mechanism binds, draws and addresses a pattern, a view and a deliverable alike; the application distinguishes them, the machinery does not.
- [Spam policies for Google web search](https://umi-graph.com/sources/spam-policies-for-google-web-search/): Google Search Central · Defines scaled content abuse, many pages generated for the primary purpose of manipulating rankings and not helping users, and doorway abuse, pages created to rank for similar queries that lead to a more useful destination. An answer page is published only where the walk is non-empty, says exactly what was bound, and sits in a browseable hierarchy under its question and beside its row, which is the line these definitions draw.
- [A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook](https://umi-graph.com/sources/a-comparison-of-approaches-to-advertising-measurement-evidence-from-big-field-experiments-at-facebook/): Gordon, Zettelmeyer, Bhargava and Chapsky, Marketing Science 38(2), 2019 · Supports reading an attributed figure as a method's output and never as incrementality: observational attribution has been shown to differ widely from experimental lift.
- [Toward Principles for the Design of Ontologies Used for Knowledge Sharing](https://umi-graph.com/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/): Thomas R. Gruber · Establishes an ontological commitment as an agreement to use a shared vocabulary coherently, and minimal commitment as the discipline of stating the weakest theory that still does the work.
- [Methodology for the Design and Evaluation of Ontologies](https://umi-graph.com/sources/methodology-for-the-design-and-evaluation-of-ontologies/): Grüninger and Fox, IJCAI-95 Workshop on Basic Ontological Issues in Knowledge Sharing, 1995 · Supports competency questions as the requirements an ontology is built to meet and evaluated against: the questions it must be able to answer, stated first, and completeness read as whether it answers them.
- [Statecharts: a visual formalism for complex systems](https://umi-graph.com/sources/statecharts-a-visual-formalism-for-complex-systems/): David Harel, Science of Computer Programming 8(3), 1987 · Supports reading a lifecycle rung as a superstate over the conditions that sit in it, and journeys as orthogonal regions that share a condition: the hierarchy and concurrency statecharts add to a flat machine.
- [Measuring Visibility in the AI Era](https://umi-graph.com/sources/measuring-visibility-in-the-ai-era/): IAB · Supplies the canonical vocabulary for organic AI visibility - presence, prominence, portrayal and persuasion - and the distinction between directional and decision-grade data that this model already expresses as contract status.
- [Audience Taxonomy](https://umi-graph.com/sources/audience-taxonomy/): IAB Tech Lab · Supports future cross-vendor audience-segment mapping while keeping Consumer State distinct from eligibility.
- [Content Taxonomy](https://umi-graph.com/sources/content-taxonomy/): IAB Tech Lab · Supports a common external language for content mapping without replacing governed content-type values.
- [Global Privacy Protocol](https://umi-graph.com/sources/global-privacy-protocol/): IAB Tech Lab · Supports privacy and preference as transmitted evidence with versioned jurisdictional signals, not a generic label.
- [IAB New Ad Portfolio: Advertising Creative Guidelines](https://umi-graph.com/sources/iab-new-ad-portfolio-advertising-creative-guidelines/): IAB Tech Lab · Supports creative geometry as an aspect-ratio and size-range constraint on where a creative can be delivered, not a property of the creative alone.
- [sellers.json and the OpenRTB SupplyChain object](https://umi-graph.com/sources/sellers-json-and-the-openrtb-supplychain-object/): IAB Tech Lab · Supports naming each party in a delivery chain and distinguishing a direct seller from an intermediary, rather than collapsing custody into one vendor field.
- [Transparency and Consent Framework v2.2](https://umi-graph.com/sources/transparency-and-consent-framework-v2-2/): IAB Europe · Supports consent as a signal per purpose that downstream systems read before acting, which is why an activation requires a permission basis rather than assuming one.
- [RFC 8058: Signaling One-Click Functionality for List Email Headers](https://umi-graph.com/sources/rfc-8058-signaling-one-click-functionality-for-list-email-headers/): Internet Engineering Task Force, 2017 · Supports the mechanism by which a withdrawal is as easy as a grant on email: one click in the mailbox, which is one of the places the consent-change fact is captured.
- [The Client Brief: A best practice guide to briefing communications agencies](https://umi-graph.com/sources/the-client-brief-a-best-practice-guide-to-briefing-communications-agencies/): IPA, ISBA, MCCA and PRCA, 2003 · Sets what a brief states before work starts, the objective, the audience, the measures of success and the constraints the work runs under, which is the Campaign Brief’s composition and the reason it is measurable and lawful before it runs.
- [ISO/IEC 24760-1:2019 IT security and privacy: a framework for identity management, Part 1: Terminology and concepts](https://umi-graph.com/sources/iso-iec-24760-1-2019-it-security-and-privacy-a-framework-for-identity-management-part-1-terminology-and-concepts/): International Organization for Standardization · Gives the vocabulary a level is stated in: an identity as a set of attributes of an entity, an identifier as an attribute that distinguishes the entity within a domain, and a pseudonym as an identifier that does not by itself reveal the entity behind it.
- [ISO 25964-1:2011 Information and documentation, Thesauri and interoperability with other vocabularies, Part 1: Thesauri for information retrieval](https://umi-graph.com/sources/iso-25964-1-2011-information-and-documentation-thesauri-and-interoperability-with-other-vocabularies-part-1-thesauri-for-information-retrieval/): International Organization for Standardization · Supports one preferred term per concept with non-preferred terms that lead to it: an alternate label is an entry point to the same term, never a second term, and never ambiguous within its vocabulary.
- [ISO 25964-2 Information and documentation, Thesauri and interoperability with other vocabularies, Part 2: Interoperability with other vocabularies](https://umi-graph.com/sources/iso-25964-2-information-and-documentation-thesauri-and-interoperability-with-other-vocabularies-part-2-interoperability-with-other-vocabularies/): National Information Standards Organization, the designated maintenance agency for ISO 25964, publishing the standard's scope, data model and schemas · Supports holding a mapping to a vocabulary governed elsewhere as its own set of statements rather than as a property of either vocabulary, and distinguishing exact equivalence from the inexact and partial kinds, so a correspondence asserted here says which it is.
- [ISO 4217 Currency codes](https://umi-graph.com/sources/iso-4217-currency-codes/): International Organization for Standardization, maintained by SIX · Supports naming the currency of a money reading by its three-letter code where the reading is published, so an amount leaving here can be set beside one from elsewhere.
- [ISO 80000-1:2022 Quantities and units, Part 1: General](https://umi-graph.com/sources/iso-80000-1-2022-quantities-and-units-part-1-general/): International Organization for Standardization · Supports treating percent as a name for the number 0.01 rather than a kind of thing, and a ratio of like quantities as a quantity of dimension one, which is why Percent and Ratio are distinct units here that fit different forms.
- [International Vocabulary of Metrology: Basic and General Concepts and Associated Terms (VIM), JCGM 200:2012](https://umi-graph.com/sources/international-vocabulary-of-metrology-basic-and-general-concepts-and-associated-terms-vim-jcgm-200-2012/): BIPM, Joint Committee for Guides in Metrology · Supports the law that a quantity value is a number and a reference together, that a quantity of dimension one still has a unit, and that an ordinal quantity has an order and no arithmetic, which is what a rank is here.
- [JSON Schema, draft 2020-12: core and validation specifications](https://umi-graph.com/sources/json-schema-draft-2020-12-core-and-validation-specifications/): JSON Schema (draft-bhutton-json-schema-01 and draft-bhutton-json-schema-validation-01), 2022 · Supports declaring the shape of a document as data that a validator reads and an editor understands, which is how the ground's schema is declared and emitted rather than kept in code.
- [Consent Receipt Specification 1.1](https://umi-graph.com/sources/consent-receipt-specification-1-1/): Kantara Initiative · Supports what the record of a consent carries: the purpose, the timestamp, the collection method and the party, which is the shape a consent instrument reports.
- [Digital Marketing and Measurement Model](https://umi-graph.com/sources/digital-marketing-and-measurement-model/): Avinash Kaushik, Occam's Razor · Names the measurement model as business objectives, goals, key performance indicators, targets and segments, in that order, which is the spine the Measurement Plan reads and the origin of its first tab’s name.
- [Declaring the Grain](https://umi-graph.com/sources/declaring-the-grain/): Kimball Group · Supports business-process grain before dimensions, measures, or rates.
- [Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing](https://umi-graph.com/sources/trustworthy-online-controlled-experiments-a-practical-guide-to-a-b-testing/): Kohavi, Tang and Xu, Cambridge University Press, 2020 · Supports the randomised holdout as the design that establishes cause by assignment, and names the conditions under which its reading can be trusted.
- [Why Three Exposures May Be Enough](https://umi-graph.com/sources/why-three-exposures-may-be-enough/): Herbert E. Krugman, Journal of Advertising Research 12(6), 1972 · Supports a frequency reading judged against a band rather than a direction: exposure below the band does not register and exposure above it buys nothing.
- [A Model for Predictive Measurements of Advertising Effectiveness](https://umi-graph.com/sources/a-model-for-predictive-measurements-of-advertising-effectiveness/): Lavidge and Steiner, Journal of Marketing 25(6), 1961 · Supports one ordered ladder from first contact to purchase, read here as conditions a person holds rather than attitudes inferred.
- [Understanding Customer Experience Throughout the Customer Journey](https://umi-graph.com/sources/understanding-customer-experience-throughout-the-customer-journey/): Lemon and Verhoef, Journal of Marketing 80(6), 2016 · Supports the journey as prepurchase, purchase and postpurchase stages made of touchpoints, with the postpurchase stage feeding the next journey.
- [The Unfavorable Economics of Measuring the Returns to Advertising](https://umi-graph.com/sources/the-unfavorable-economics-of-measuring-the-returns-to-advertising/): Lewis and Rao, Quarterly Journal of Economics, 2015 · Supports saying which design a reading was read by at all: the returns to advertising are small against the variance of outcomes, so an observed reading and an assigned one are not the same kind of evidence.
- [Building a Practically Useful Theory of Goal Setting and Task Motivation: A 35-Year Odyssey](https://umi-graph.com/sources/building-a-practically-useful-theory-of-goal-setting-and-task-motivation-a-35-year-odyssey/): Locke and Latham, American Psychologist 57(9), 2002 · Supports the law that a commitment is specific and measurable: specific, difficult goals produce higher performance than vague or absent ones, which is why a target is a level and a window rather than a direction alone.
- [Customer Lifetime Value](https://umi-graph.com/sources/customer-lifetime-value/): Marketing Accountability Standards Board, Universal Marketing Dictionary, restating Farris, Bendle, Pfeifer and Reibstein, Marketing Metrics, second edition, Pearson, 2010 · Supports reading a relationship's worth as the present value of the money it is expected to produce from here on, net of the variable cost of serving and keeping it, built from a margin per period, a retention probability per period and a discount rate; and supports judging what may be spent to win a relationship against that number. It licenses none of those three values and no business's own relationships.
- [The consumer decision journey](https://umi-graph.com/sources/the-consumer-decision-journey/): Court, Elzinga, Mulder and Vetvik, McKinsey Quarterly, 2009 · Supports the loyalty loop: after a purchase a person stays, returns to evaluation or advocates, so retention and advocacy are journeys that return to a rung rather than exits from a funnel.
- [Digital Audience-Based Measurement Standards](https://umi-graph.com/sources/digital-audience-based-measurement-standards/): Media Rating Council, 2017 · Supports reach and frequency as the audience standard defines them: distinct people reached, and deliveries per person reached.
- [Outcomes and Data Quality Standards](https://umi-graph.com/sources/outcomes-and-data-quality-standards/): Media Rating Council · Supports transparent measurement definitions, inputs, quality controls, and disclosure before outcome claims.
- [Viewable Ad Impression Measurement Guidelines, Version 2.0](https://umi-graph.com/sources/viewable-ad-impression-measurement-guidelines-version-2-0/): Media Rating Council, 2014, updated 2015 · Fixes what counts as a viewable impression, half of the pixels in view for one continuous second for display and two for video and less for the largest units, which is the clearest case of a parameter whose value a standard sets and a business adopts.
- [GeoSPARQL 1.1](https://umi-graph.com/sources/geosparql-1-1/): Open Geospatial Consortium · Supports durable geographic features and scoped spatial representations rather than free-text location.
- [The Open Graph protocol](https://umi-graph.com/sources/the-open-graph-protocol/): Meta Platforms, ogp.me, 2010 and maintained · Defines the og properties by which a page declares its own title, description, canonical address and preview image to any platform that unfurls a link, so a shared page carries its own view rather than a scraper's guess.
- [Modeling customer relationships as Markov chains](https://umi-graph.com/sources/modeling-customer-relationships-as-markov-chains/): Pfeifer and Carraway, Journal of Interactive Marketing · Supports reading a journey as a customer-migration model: a move is counted by the fact that triggers it, and the fact that enters a condition is the denominator of the rate that measures leaving it.
- [QUDT Ontologies: Quantities, Units, Dimensions and Data Types, release 2.1](https://umi-graph.com/sources/qudt-ontologies-quantities-units-dimensions-and-data-types-release-2-1/): QUDT.org · Supports binding a unit to the kinds of quantity it may express, which is the shape of a unit fitting a form here, and the projection of units as linked-data terms.
- [Reproducible Builds: definition](https://umi-graph.com/sources/reproducible-builds-definition/): Reproducible Builds project, reproducible-builds.org · Defines a build as reproducible when the same source always yields bit-for-bit the same artifact, which is the property that lets a rebuild in a clean environment prove the committed artifact is the build of the committed ground.
- [Understand Campaign Hierarchy](https://umi-graph.com/sources/understand-campaign-hierarchy/): Salesforce · Supports optional parent-child Campaign roll-up without inventing a separate Program kind.
- [schema.org alternateName](https://umi-graph.com/sources/schema-org-alternatename/): Schema.org Community Group · Supports projecting a term's other names as the alias property every schema.org Thing carries, so a machine reading the structured data learns the names a reader uses.
- [ItemList](https://umi-graph.com/sources/itemlist/): schema.org · A list of items of any sort, each an itemListElement that may be a ListItem carrying position, item and url, with numberOfItems and itemListOrder. The rows an answer reached are published as one.
- [Offer](https://umi-graph.com/sources/offer/): Schema.org · Supports an Offer as a distinct value-exchange object with terms, eligibility and validity rather than a campaign, creative asset or generic message.
- [Data-driven multi-touch attribution models](https://umi-graph.com/sources/data-driven-multi-touch-attribution-models/): Shao and Li, KDD 2011 · Supports attribution as a stated rule that divides credit among several exposures, and data-driven attribution as one such rule beside the named single-touch and positional rules.
- [The Unified Code for Units of Measure, version 2.2](https://umi-graph.com/sources/the-unified-code-for-units-of-measure-version-2-2/): Regenstrief Institute and the UCUM Organization, 2024 · Supports units as codes a machine carries with a number: the unity 1 for a count, % for percent, and the exclusion of money, which is why Currency is one unit kind here whose code travels with a published reading.
- [Ontologies: Principles, Methods and Applications](https://umi-graph.com/sources/ontologies-principles-methods-and-applications/): Uschold and Gruninger, The Knowledge Engineering Review 11(2), 1996 · Supports scoping an ontology by the questions it must answer and evaluating it against them, and the discipline that every term earns its place by serving one.
- [Measuring Ad Effectiveness Using Geo Experiments](https://umi-graph.com/sources/measuring-ad-effectiveness-using-geo-experiments/): Vaver and Koehler, Google, 2011 · Supports assigning whole geographies rather than people, so an effect can be read where individual assignment is impossible or unlawful.
- [Cool URIs don't change](https://umi-graph.com/sources/cool-uris-don-t-change/): Berners-Lee, W3C, 1998 · Supports keeping the identifier apart from the name: a name may change and an address with it, but what was once identified stays identified, and nothing is given the identifier of a thing that has gone.
- [Data Privacy Vocabulary](https://umi-graph.com/sources/data-privacy-vocabulary/): W3C Data Privacy Vocabularies and Controls Community Group · Supports distinct machine-readable privacy concepts, including consent and lawful processing context, without collapsing them into communication preference.
- [Time Ontology in OWL](https://umi-graph.com/sources/time-ontology-in-owl/): W3C · Supports explicit instants and intervals, boundary semantics, duration and temporal ordering instead of undifferentiated calendar labels.
- [OWL 2 Web Ontology Language Primer](https://umi-graph.com/sources/owl-2-web-ontology-language-primer/): W3C · Supports declaring one property as the named inverse of another so the reverse relationship is inferred for reading rather than asserted a second time.
- [PROV-O: The PROV Ontology](https://umi-graph.com/sources/prov-o-the-prov-ontology/): W3C · Supports explicit provenance and one interoperable asserted direction rather than copied inverse facts.
- [State Chart XML (SCXML): State Machine Notation for Control Abstraction](https://umi-graph.com/sources/state-chart-xml-scxml-state-machine-notation-for-control-abstraction/): W3C · Supports a state belonging to one machine, a transition naming exactly one source and one target state, and an event as the thing that triggers a transition.
- [Shapes Constraint Language (SHACL)](https://umi-graph.com/sources/shapes-constraint-language-shacl/): W3C · Separates a constraint that a graph is machine-validated against, which yields a conformance report, from a description that is merely written down.
- [SKOS Simple Knowledge Organization System Reference](https://umi-graph.com/sources/skos-simple-knowledge-organization-system-reference/): W3C · Supports treating an example as documentation of a concept (skos:example is a note property, section 7) rather than as an assertion about the world, so one exemplar can show a kind's shape without claiming to be a record.
- [SPARQL 1.1 Query Language, Property Paths](https://umi-graph.com/sources/sparql-1-1-query-language-property-paths/): W3C · Supports the shape of a declared question: a chain of properties walked forward or inverse, kind to kind, which is what the build compiles and walks.
- [Web Content Accessibility Guidelines (WCAG) 2.2](https://umi-graph.com/sources/web-content-accessibility-guidelines-wcag-2-2/): W3C, 2023 · Gives the contrast ratios a colour role is held to, and separates the minimum a page must meet from the enhanced level it may choose: 4.5:1 and 7:1 for text, 3:1 for a control's edge.
- [Web Share API](https://umi-graph.com/sources/web-share-api/): W3C Web Applications Working Group, Recommendation, 2023 · Specifies navigator.share, by which a page hands its title, text and address to the device's own share sheet, so a reader takes a view to whatever community they belong to rather than to a list the site chose.
- [Cards markup](https://umi-graph.com/sources/cards-markup/): X Corp., X Developer Platform · Specifies the card family that selects a large-image card and falls back to Open Graph for the rest, which is why one preview view per page serves every network.

## What this model hands over

- [Measurement Plan](https://umi-graph.com/deliverables/measurement-plan/): The plan a marketer hands over: what will be measured, from which readings, for which content. Two tables read off the same terms, and the job that builds one from a goal.
- [Measurement Plan: Measurement Model](https://umi-graph.com/deliverables/measurement-plan/measurement-model/): One line per reading, with the goal it serves, the level it has been committed to, and the path from its metric to the instrument that counts it and the fact that instrument observes.
- [Measurement Plan: Content Types](https://umi-graph.com/deliverables/measurement-plan/content-types/): One line per content type, with the place it is delivered and the system that acts there, the creative forms it may be expressed as, and the finished creatives it templates.
- [Campaign Brief](https://umi-graph.com/deliverables/campaign-brief/): The brief a campaign runs on: what it does, who it may address, what it offers and where, when and where it runs, whose choice it honours, the level it commits to and the lawful ground it stands on, with every tactic beneath it designed on the same terms. One table of tactics and three jobs.
- [Campaign Brief: Tactics](https://umi-graph.com/deliverables/campaign-brief/tactics/): One line per tactic, with the channel and surface it uses, the content type it puts in front of people, who it addresses and on what permission basis.
- [Permission Plan](https://umi-graph.com/deliverables/permission-plan/): The plan that says on what ground a campaign may reach a person: every permission basis with the lawful ground it rests on and the purposes it permits, and every kind of preference a person may state with the channels, content types and formats it governs. Two tables.
- [Permission Plan: Permissions](https://umi-graph.com/deliverables/permission-plan/permissions/): One line per permission basis, with the lawful ground it rests on and the processing purposes it permits.
- [Permission Plan: Preferences](https://umi-graph.com/deliverables/permission-plan/preferences/): One line per kind of preference, with the channels, content types and creative formats it concerns.
- [Instrumentation Plan](https://umi-graph.com/deliverables/instrumentation-plan/): The plan that makes a campaign observable: every instrument with the system it runs on and who supplies it, the level at which it identifies a person, the fact it observes and the question areas it informs, every channel with the surfaces it includes and what they carry and capture, and the job that finds where a fact is captured and who provides that place. Three tables and one job.
- [Instrumentation Plan: Data Sources](https://umi-graph.com/deliverables/instrumentation-plan/data-sources/): One line per instrument, with the system it is implemented in, the party accountable for that system, and the fact it observes.
- [Instrumentation Plan: Identity](https://umi-graph.com/deliverables/instrumentation-plan/identity/): One line per instrument, with the level at which it identifies a person, the fact it observes and the question areas it informs.
- [Instrumentation Plan: Channels](https://umi-graph.com/deliverables/instrumentation-plan/channels/): One line per channel, with the surfaces it includes, the content types delivered on them, the facts captured on them and the vendors that deliver in it.
- [Lifecycle Map](https://umi-graph.com/deliverables/lifecycle-map/): The lifecycle as a machine: every journey with where it begins, the conditions it passes, the moves it makes and the interval after which it presumes a person has stepped back, and the segments that select from the states those journeys run on. Two tables and one job.
- [Lifecycle Map: Journeys](https://umi-graph.com/deliverables/lifecycle-map/journeys/): One line per journey, with the conditions it passes through and the rungs they sit on, the moves it makes and what triggers them, and the interval of inactivity after which it presumes a person has stepped back.
- [Lifecycle Map: Segments](https://umi-graph.com/deliverables/lifecycle-map/segments/): One line per audience segment, with the consumer states it selects from.
- [Evidence Plan](https://umi-graph.com/deliverables/evidence-plan/): The plan that says how each reading will be believed: the design its value is established by, the rule that divides its credit where it is attributed, the way it must move, every parameter the plan has to fix and where its value will come from, and the job that pins one reading to a single definition two teams cannot report differently. Two tables and one job.
- [Evidence Plan: Evidence](https://umi-graph.com/deliverables/evidence-plan/evidence/): One line per reading, with the design its value is established by, the rule that divides its credit where it is attributed, and the way it must move.
- [Evidence Plan: Settings](https://umi-graph.com/deliverables/evidence-plan/settings/): One line per parameter, with the unit it is measured in, the basis its default rests on, what it is a parameter of, the tactic it constrains, and the evidence design that calibrates it.

## Views drawn as paths, each from one term

- [Build a measurement plan](https://umi-graph.com/jobs/build-a-measurement-plan/): I have a goal and I need to show how it will be evidenced, what has to be instrumented, and what we are committing to.
- [Build a measurement plan: Demand Conversion](https://umi-graph.com/jobs/build-a-measurement-plan/demand-conversion/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Discoverability](https://umi-graph.com/jobs/build-a-measurement-plan/discoverability/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Answer Visibility](https://umi-graph.com/jobs/build-a-measurement-plan/answer-visibility/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Engagement](https://umi-graph.com/jobs/build-a-measurement-plan/engagement/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Retention & Reactivation](https://umi-graph.com/jobs/build-a-measurement-plan/retention-and-reactivation/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Marketing Efficiency](https://umi-graph.com/jobs/build-a-measurement-plan/marketing-efficiency/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Advocacy](https://umi-graph.com/jobs/build-a-measurement-plan/advocacy/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Build a measurement plan: Brand Awareness](https://umi-graph.com/jobs/build-a-measurement-plan/brand-awareness/): The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
- [Specify a reading](https://umi-graph.com/jobs/specify-a-reading/): Two teams report the same number differently. I need one definition: what it is made of, what establishes it, which way is better, in what form it reads and in what unit.
- [Specify a reading: Conversion Flow Completion Rate](https://umi-graph.com/jobs/specify-a-reading/conversion-flow-completion-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Assisted-Conversion Actions](https://umi-graph.com/jobs/specify-a-reading/assisted-conversion-actions/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Lead Totals](https://umi-graph.com/jobs/specify-a-reading/lead-totals/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Conversion Totals](https://umi-graph.com/jobs/specify-a-reading/conversion-totals/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Conversion Rate](https://umi-graph.com/jobs/specify-a-reading/conversion-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Organic Visibility Share](https://umi-graph.com/jobs/specify-a-reading/organic-visibility-share/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Site Visits](https://umi-graph.com/jobs/specify-a-reading/site-visits/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Paid Search Efficiency](https://umi-graph.com/jobs/specify-a-reading/paid-search-efficiency/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Page Experience (Core Web Vitals)](https://umi-graph.com/jobs/specify-a-reading/page-experience-core-web-vitals/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Citation Rate](https://umi-graph.com/jobs/specify-a-reading/citation-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Mention Rate](https://umi-graph.com/jobs/specify-a-reading/mention-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Share of Voice](https://umi-graph.com/jobs/specify-a-reading/share-of-voice/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Video Answer Appearances](https://umi-graph.com/jobs/specify-a-reading/video-answer-appearances/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Schema Coverage](https://umi-graph.com/jobs/specify-a-reading/schema-coverage/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Account Activation Rate](https://umi-graph.com/jobs/specify-a-reading/account-activation-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Attributed-Conversion Share](https://umi-graph.com/jobs/specify-a-reading/attributed-conversion-share/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Referral Conversion](https://umi-graph.com/jobs/specify-a-reading/referral-conversion/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Content Engagement Rate](https://umi-graph.com/jobs/specify-a-reading/content-engagement-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Video Completion Rate](https://umi-graph.com/jobs/specify-a-reading/video-completion-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Qualified Visit Rate](https://umi-graph.com/jobs/specify-a-reading/qualified-visit-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Email Engagement Rate](https://umi-graph.com/jobs/specify-a-reading/email-engagement-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Fulfilment Rate](https://umi-graph.com/jobs/specify-a-reading/fulfilment-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Reactivation Rate](https://umi-graph.com/jobs/specify-a-reading/reactivation-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Cost per Lead](https://umi-graph.com/jobs/specify-a-reading/cost-per-lead/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Cost per Conversion](https://umi-graph.com/jobs/specify-a-reading/cost-per-conversion/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Revenue](https://umi-graph.com/jobs/specify-a-reading/revenue/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Return on Ad Spend](https://umi-graph.com/jobs/specify-a-reading/return-on-ad-spend/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Revenue per Lead](https://umi-graph.com/jobs/specify-a-reading/revenue-per-lead/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Revenue per Conversion](https://umi-graph.com/jobs/specify-a-reading/revenue-per-conversion/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Click-through Rate](https://umi-graph.com/jobs/specify-a-reading/click-through-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Retention Rate](https://umi-graph.com/jobs/specify-a-reading/retention-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Customer Lifetime Value](https://umi-graph.com/jobs/specify-a-reading/customer-lifetime-value/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Advocacy Rate](https://umi-graph.com/jobs/specify-a-reading/advocacy-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Reach](https://umi-graph.com/jobs/specify-a-reading/reach/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Visibility Momentum](https://umi-graph.com/jobs/specify-a-reading/visibility-momentum/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Position](https://umi-graph.com/jobs/specify-a-reading/position/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Hallucination Rate](https://umi-graph.com/jobs/specify-a-reading/hallucination-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Post-Citation Click-through Rate](https://umi-graph.com/jobs/specify-a-reading/post-citation-click-through-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Lapse Rate](https://umi-graph.com/jobs/specify-a-reading/lapse-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Likely-to-Lapse Rate](https://umi-graph.com/jobs/specify-a-reading/likely-to-lapse-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Effective Frequency](https://umi-graph.com/jobs/specify-a-reading/effective-frequency/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Specify a reading: Opt-out Rate](https://umi-graph.com/jobs/specify-a-reading/opt-out-rate/): What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
- [Brief a campaign](https://umi-graph.com/jobs/brief-a-campaign/): I am briefing a campaign and it has to be measurable and lawful before it runs, not after.
- [Brief a campaign: Retention campaign](https://umi-graph.com/jobs/brief-a-campaign/retention-campaign/): What the campaign does and whether it reaches a person, who it may address, what it offers and where the offer is good, when it runs, the level it commits to on which reading, and the permission and lawful ground it stands on.
- [Map a lifecycle](https://umi-graph.com/jobs/map-a-lifecycle/): I need the lifecycle as a machine I can build in an automation tool, not as a funnel picture.
- [Map a lifecycle: Retention & Reactivation](https://umi-graph.com/jobs/map-a-lifecycle/retention-and-reactivation/): The conditions the journey passes through and the rungs of the ladder they sit on, and the interval of inactivity after which it presumes a person has stepped back. The machine-readable twin sits beside the journey's own page.
- [Map a lifecycle: Acquisition](https://umi-graph.com/jobs/map-a-lifecycle/acquisition/): The conditions the journey passes through and the rungs of the ladder they sit on, and the interval of inactivity after which it presumes a person has stepped back. The machine-readable twin sits beside the journey's own page.
- [Map a lifecycle: Onboarding](https://umi-graph.com/jobs/map-a-lifecycle/onboarding/): The conditions the journey passes through and the rungs of the ladder they sit on, and the interval of inactivity after which it presumes a person has stepped back. The machine-readable twin sits beside the journey's own page.
- [Map a lifecycle: Advocacy](https://umi-graph.com/jobs/map-a-lifecycle/advocacy/): The conditions the journey passes through and the rungs of the ladder they sit on, and the interval of inactivity after which it presumes a person has stepped back. The machine-readable twin sits beside the journey's own page.
- [Find where a fact is captured](https://umi-graph.com/jobs/find-where-a-fact-is-captured/): I need to know where a fact is recorded, who provides that place, and whether it may name a person.
- [Find where a fact is captured: Web visit](https://umi-graph.com/jobs/find-where-a-fact-is-captured/web-visit/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Email engagement](https://umi-graph.com/jobs/find-where-a-fact-is-captured/email-engagement/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: SMS engagement](https://umi-graph.com/jobs/find-where-a-fact-is-captured/sms-engagement/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Paid media click](https://umi-graph.com/jobs/find-where-a-fact-is-captured/paid-media-click/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Social and video engagement](https://umi-graph.com/jobs/find-where-a-fact-is-captured/social-and-video-engagement/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Print, mail and broadcast](https://umi-graph.com/jobs/find-where-a-fact-is-captured/print-mail-and-broadcast/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Consumer authentication](https://umi-graph.com/jobs/find-where-a-fact-is-captured/consumer-authentication/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Partner handoff](https://umi-graph.com/jobs/find-where-a-fact-is-captured/partner-handoff/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Lead submission](https://umi-graph.com/jobs/find-where-a-fact-is-captured/lead-submission/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Conversion](https://umi-graph.com/jobs/find-where-a-fact-is-captured/conversion/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Fulfilment outcome](https://umi-graph.com/jobs/find-where-a-fact-is-captured/fulfilment-outcome/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Public social conversation](https://umi-graph.com/jobs/find-where-a-fact-is-captured/public-social-conversation/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Window elapsed](https://umi-graph.com/jobs/find-where-a-fact-is-captured/window-elapsed/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Propensity score](https://umi-graph.com/jobs/find-where-a-fact-is-captured/propensity-score/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Referral](https://umi-graph.com/jobs/find-where-a-fact-is-captured/referral/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Paid impression](https://umi-graph.com/jobs/find-where-a-fact-is-captured/paid-impression/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Search impression](https://umi-graph.com/jobs/find-where-a-fact-is-captured/search-impression/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Assistant answer](https://umi-graph.com/jobs/find-where-a-fact-is-captured/assistant-answer/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Assistant citation](https://umi-graph.com/jobs/find-where-a-fact-is-captured/assistant-citation/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Brand mention](https://umi-graph.com/jobs/find-where-a-fact-is-captured/brand-mention/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Crawl](https://umi-graph.com/jobs/find-where-a-fact-is-captured/crawl/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Find where a fact is captured: Consent change](https://umi-graph.com/jobs/find-where-a-fact-is-captured/consent-change/): The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
- [Place a creative](https://umi-graph.com/jobs/place-a-creative/): I have a creative and I need to know what form it renders in and which surfaces can carry it.
- [Place a creative: Hero image](https://umi-graph.com/jobs/place-a-creative/hero-image/): The form the creative renders in and the surfaces that carry that form, and the delivery geometry it takes and which surfaces accept it.
- [Design a tactic](https://umi-graph.com/jobs/design-a-tactic/): I am designing a tactic and it has to be placed, timed, addressed and lawful on the same terms as the campaign above it.
- [Design a tactic: Win-back email](https://umi-graph.com/jobs/design-a-tactic/win-back-email/): A tactic designed on governed terms: its channel, surface, content type, time window, geography, audience, permission basis and the preference it honours, each a term the campaign brief already uses.

## Shapes this model recognises

- [Retention campaign](https://umi-graph.com/patterns/retention-campaign/): 9 roles across 9 kinds
- [The accountability loop](https://umi-graph.com/patterns/the-accountability-loop/): 9 roles across 9 kinds
- [The activation loop](https://umi-graph.com/patterns/the-activation-loop/): 8 roles across 8 kinds
- [Position](https://umi-graph.com/patterns/position/): 5 roles across 5 kinds
- [Exposure](https://umi-graph.com/patterns/exposure/): 6 roles across 6 kinds
- [Attributed conversion](https://umi-graph.com/patterns/attributed-conversion/): 6 roles across 6 kinds
- [Reading](https://umi-graph.com/patterns/reading/): 6 roles across 6 kinds
- [Consent receipt](https://umi-graph.com/patterns/consent-receipt/): 6 roles across 6 kinds
- [Campaign roll-up](https://umi-graph.com/patterns/campaign-roll-up/): 2 roles across 2 kinds
- [The calibration loop](https://umi-graph.com/patterns/the-calibration-loop/): 3 roles across 3 kinds
- [Setting](https://umi-graph.com/patterns/setting/): 6 roles across 6 kinds

## Questions the graph answers

- [How a goal is evidenced](https://umi-graph.com/questions/how-a-goal-is-evidenced/): How is a goal evidenced, and by which observed facts?
- [Which questions a goal raises](https://umi-graph.com/questions/which-questions-a-goal-raises/): Which questions does a goal raise, and which readings answer them?
- [What a campaign does](https://umi-graph.com/questions/what-a-campaign-does/): What does a campaign do, and does it reach a person?
- [Which conditions a journey passes](https://umi-graph.com/questions/which-conditions-a-journey-passes/): Which conditions does a journey pass through, and on which rungs of the ladder?
- [Which facts move a person](https://umi-graph.com/questions/which-facts-move-a-person/): Which facts move a person between positions, and where are those facts captured?
- [Who supplies the system an instrument runs on](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/): Which system does an instrument run on, and who supplies that system?
- [Where a content type is delivered](https://umi-graph.com/questions/where-a-content-type-is-delivered/): Where is a content type delivered, and what system measures there?
- [On what lawful ground a campaign reaches a person](https://umi-graph.com/questions/on-what-lawful-ground-a-campaign-reaches-a-person/): On what permission, for what purpose and on what lawful ground may a campaign reach a person?
- [Whose choice a tactic must honour](https://umi-graph.com/questions/whose-choice-a-tactic-must-honour/): Whose stated choice must a tactic honour, and what kind of choice is it?
- [Who a campaign may address](https://umi-graph.com/questions/who-a-campaign-may-address/): Who may a campaign address?
- [What a campaign offers, and where](https://umi-graph.com/questions/what-a-campaign-offers-and-where/): What does a campaign offer, and where is the offer good?
- [When a campaign runs](https://umi-graph.com/questions/when-a-campaign-runs/): When does a campaign run?
- [By what rule an attributed reading divides credit](https://umi-graph.com/questions/by-what-rule-an-attributed-reading-divides-credit/): Which readings attribute an outcome, and by what rule do they divide the credit?
- [In what form a creative renders](https://umi-graph.com/questions/in-what-form-a-creative-renders/): In what form does a creative render, and which surfaces can carry that form?
- [What geometry a creative is delivered in](https://umi-graph.com/questions/what-geometry-a-creative-is-delivered-in/): What geometry is a creative delivered in, and which surfaces take it?
- [What a reading is made of](https://umi-graph.com/questions/what-a-reading-is-made-of/): What is a reading made of, down to the instrument that counts it?
- [Which way a reading must move](https://umi-graph.com/questions/which-way-a-reading-must-move/): Which way must a reading move to be a better result?
- [In what form a reading reads](https://umi-graph.com/questions/in-what-form-a-reading-reads/): In what arithmetic form does a reading read?
- [At what grain a fact is recorded](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/): At what grain is a fact recorded, and may it therefore name a person?
- [Which purposes act on an answer](https://umi-graph.com/questions/which-purposes-act-on-an-answer/): Which campaign purposes act on a question area's answers, and which goals do those campaigns support?
- [Which goal pursues each rung](https://umi-graph.com/questions/which-goal-pursues-each-rung/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which window a journey counts inactivity over](https://umi-graph.com/questions/which-window-a-journey-counts-inactivity-over/): After what interval of inactivity does a journey presume a person has stepped back?
- [What a consent change bears on](https://umi-graph.com/questions/what-a-consent-change-bears-on/): What permission does a consent change grant or withdraw, and which campaigns require it?
- [Who provides the place a fact is captured](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/): Where is a fact captured, and who provides that place?
- [In what unit a reading is measured](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/): In what unit is a reading measured?
- [Which forms a unit can carry](https://umi-graph.com/questions/which-forms-a-unit-can-carry/): Which arithmetic forms can a unit carry?
- [What level a campaign commits to](https://umi-graph.com/questions/what-level-a-campaign-commits-to/): What level does a campaign commit to, on which reading, and which way must it move?
- [Which targets quantify a goal, and by when](https://umi-graph.com/questions/which-targets-quantify-a-goal-and-by-when/): Which targets quantify a goal, and by when are they due?
- [What a reading is evidenced by](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/): What is a reading evidenced by, down to the fact an instrument observes?
- [Which goal a reading serves](https://umi-graph.com/questions/which-goal-a-reading-serves/): Which goal does a reading serve?
- [What level a reading is committed to](https://umi-graph.com/questions/what-level-a-reading-is-committed-to/): What level has a reading been committed to?
- [What an instrument observes](https://umi-graph.com/questions/what-an-instrument-observes/): What does an instrument observe?
- [What form a content type takes](https://umi-graph.com/questions/what-form-a-content-type-takes/): In what creative forms may a content type be expressed?
- [Which creatives a content type templates](https://umi-graph.com/questions/which-creatives-a-content-type-templates/): Which finished creatives does a content type template?
- [Which moves a journey makes](https://umi-graph.com/questions/which-moves-a-journey-makes/): Which moves does a journey make, and what triggers them?
- [At what level an instrument identifies](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/): At what level does an instrument identify the person behind what it observes?
- [By what design a reading is established](https://umi-graph.com/questions/by-what-design-a-reading-is-established/): By what design is a reading established, and is that design observed or assigned?
- [Which states a segment selects](https://umi-graph.com/questions/which-states-a-segment-selects/): Which states does a segment select its people from?
- [Which channels a preference concerns](https://umi-graph.com/questions/which-channels-a-preference-concerns/): Which channels does a kind of preference concern?
- [Which content types a preference concerns](https://umi-graph.com/questions/which-content-types-a-preference-concerns/): Which content types does a kind of preference concern?
- [Which formats a preference concerns](https://umi-graph.com/questions/which-formats-a-preference-concerns/): Which creative formats does a kind of preference concern?
- [Whose occupancy a reading counts](https://umi-graph.com/questions/whose-occupancy-a-reading-counts/): Whose occupancy of a state does a reading count?
- [Where a journey begins](https://umi-graph.com/questions/where-a-journey-begins/): Where does a journey begin, and in which state does a person arrive?
- [Which channels a vendor delivers in](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/): Which channels does a vendor deliver in?
- [On what ground a permission basis rests, and what it permits](https://umi-graph.com/questions/on-what-ground-a-permission-basis-rests-and-what-it-permits/): On what lawful ground does a permission basis rest, and which purposes does it permit?
- [Where a campaign runs, and whose choice it honours](https://umi-graph.com/questions/where-a-campaign-runs-and-whose-choice-it-honours/): Where does a campaign run, and whose stated choice does it honour?
- [Which channel and surface a tactic uses](https://umi-graph.com/questions/which-channel-and-surface-a-tactic-uses/): Through which channel does a tactic reach people, and on which surface?
- [Which content type a tactic uses](https://umi-graph.com/questions/which-content-type-a-tactic-uses/): Which content type does a tactic put in front of people?
- [When and where a tactic runs](https://umi-graph.com/questions/when-and-where-a-tactic-runs/): When does a tactic run, and where?
- [Who a tactic addresses, and on what basis](https://umi-graph.com/questions/who-a-tactic-addresses-and-on-what-basis/): Who does a tactic address, and on what permission basis?
- [When an action is valid](https://umi-graph.com/questions/when-an-action-is-valid/): During which time window is an action valid?
- [When an offer is good](https://umi-graph.com/questions/when-an-offer-is-good/): During which time window is an offer good?
- [What an instrument informs](https://umi-graph.com/questions/what-an-instrument-informs/): Which question areas does an instrument inform?
- [Which readings a rate divides](https://umi-graph.com/questions/which-readings-a-rate-divides/): Which reading does a rate take as its numerator, and which as its denominator?
- [What a rate is counted against](https://umi-graph.com/questions/what-a-rate-is-counted-against/): Which instrument does a rate count in its denominator?
- [Over which window a formula computes](https://umi-graph.com/questions/over-which-window-a-formula-computes/): Over which time window does a formula compute?
- [Which design an attribution model is a case of](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/): Which evidence design is an attribution model a case of?
- [In what unit a parameter is measured](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/): In what unit is a parameter measured?
- [Which metrics a parameter sets](https://umi-graph.com/questions/which-metrics-a-parameter-sets/): Which metrics does a parameter set?
- [Which attribution models a parameter sets](https://umi-graph.com/questions/which-attribution-models-a-parameter-sets/): Which attribution models does a parameter set?
- [Which evidence designs a parameter sets](https://umi-graph.com/questions/which-evidence-designs-a-parameter-sets/): Which evidence designs does a parameter set?
- [Which instruments a parameter sets](https://umi-graph.com/questions/which-instruments-a-parameter-sets/): Which instruments does a parameter set?
- [Which purposes a parameter bounds](https://umi-graph.com/questions/which-purposes-a-parameter-bounds/): Which processing purposes does a parameter bound?
- [Which tactics a parameter constrains](https://umi-graph.com/questions/which-tactics-a-parameter-constrains/): Which tactics does a parameter constrain?
- [By which design a parameter is calibrated](https://umi-graph.com/questions/by-which-design-a-parameter-is-calibrated/): By which evidence design is a parameter calibrated?
- [On what basis a parameter defaults](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/): On what basis does a parameter take its default value?
- [Which surfaces a channel includes](https://umi-graph.com/questions/which-surfaces-a-channel-includes/): Which surfaces does a channel include?
- [Which content types reach a channel](https://umi-graph.com/questions/which-content-types-reach-a-channel/): Which content types are delivered on the surfaces a channel includes?
- [Which facts a channel yields](https://umi-graph.com/questions/which-facts-a-channel-yields/): Which facts are captured on the surfaces a channel includes?
- [Who delivers in a channel](https://umi-graph.com/questions/who-delivers-in-a-channel/): Which vendors deliver in a channel?
- [What a content type corresponds to elsewhere](https://umi-graph.com/questions/what-a-content-type-corresponds-to-elsewhere/): What does a content type correspond to in a vocabulary published by someone else?

## Answers: a question from a term, each a page where the walk is non-empty

- [How a goal is evidenced: Demand Conversion](https://umi-graph.com/questions/how-a-goal-is-evidenced/demand-conversion/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Discoverability](https://umi-graph.com/questions/how-a-goal-is-evidenced/discoverability/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Answer Visibility](https://umi-graph.com/questions/how-a-goal-is-evidenced/answer-visibility/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Engagement](https://umi-graph.com/questions/how-a-goal-is-evidenced/engagement/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Retention & Reactivation](https://umi-graph.com/questions/how-a-goal-is-evidenced/retention-and-reactivation/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Marketing Efficiency](https://umi-graph.com/questions/how-a-goal-is-evidenced/marketing-efficiency/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Advocacy](https://umi-graph.com/questions/how-a-goal-is-evidenced/advocacy/): How is a goal evidenced, and by which observed facts?
- [How a goal is evidenced: Brand Awareness](https://umi-graph.com/questions/how-a-goal-is-evidenced/brand-awareness/): How is a goal evidenced, and by which observed facts?
- [Which questions a goal raises: Demand Conversion](https://umi-graph.com/questions/which-questions-a-goal-raises/demand-conversion/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Discoverability](https://umi-graph.com/questions/which-questions-a-goal-raises/discoverability/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Answer Visibility](https://umi-graph.com/questions/which-questions-a-goal-raises/answer-visibility/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Engagement](https://umi-graph.com/questions/which-questions-a-goal-raises/engagement/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Retention & Reactivation](https://umi-graph.com/questions/which-questions-a-goal-raises/retention-and-reactivation/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Marketing Efficiency](https://umi-graph.com/questions/which-questions-a-goal-raises/marketing-efficiency/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Advocacy](https://umi-graph.com/questions/which-questions-a-goal-raises/advocacy/): Which questions does a goal raise, and which readings answer them?
- [Which questions a goal raises: Brand Awareness](https://umi-graph.com/questions/which-questions-a-goal-raises/brand-awareness/): Which questions does a goal raise, and which readings answer them?
- [What a campaign does: Retention campaign](https://umi-graph.com/questions/what-a-campaign-does/retention-campaign/): What does a campaign do, and does it reach a person?
- [Which conditions a journey passes: Retention & Reactivation](https://umi-graph.com/questions/which-conditions-a-journey-passes/retention-and-reactivation/): Which conditions does a journey pass through, and on which rungs of the ladder?
- [Which conditions a journey passes: Acquisition](https://umi-graph.com/questions/which-conditions-a-journey-passes/acquisition/): Which conditions does a journey pass through, and on which rungs of the ladder?
- [Which conditions a journey passes: Onboarding](https://umi-graph.com/questions/which-conditions-a-journey-passes/onboarding/): Which conditions does a journey pass through, and on which rungs of the ladder?
- [Which conditions a journey passes: Advocacy](https://umi-graph.com/questions/which-conditions-a-journey-passes/advocacy/): Which conditions does a journey pass through, and on which rungs of the ladder?
- [Which facts move a person: At risk to Established](https://umi-graph.com/questions/which-facts-move-a-person/at-risk-to-established/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Likely to lapse to Established](https://umi-graph.com/questions/which-facts-move-a-person/likely-to-lapse-to-established/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Lapsed to Reactivated](https://umi-graph.com/questions/which-facts-move-a-person/lapsed-to-reactivated/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Reactivated to Established](https://umi-graph.com/questions/which-facts-move-a-person/reactivated-to-established/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Unknown to Aware](https://umi-graph.com/questions/which-facts-move-a-person/unknown-to-aware/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Aware to Interested](https://umi-graph.com/questions/which-facts-move-a-person/aware-to-interested/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Evaluating to Intent](https://umi-graph.com/questions/which-facts-move-a-person/evaluating-to-intent/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Intent to Converted](https://umi-graph.com/questions/which-facts-move-a-person/intent-to-converted/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Kept to Advocating](https://umi-graph.com/questions/which-facts-move-a-person/kept-to-advocating/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Unknown to Interested](https://umi-graph.com/questions/which-facts-move-a-person/unknown-to-interested/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Unknown to Intent](https://umi-graph.com/questions/which-facts-move-a-person/unknown-to-intent/): Which facts move a person between positions, and where are those facts captured?
- [Which facts move a person: Established to Established](https://umi-graph.com/questions/which-facts-move-a-person/established-to-established/): Which facts move a person between positions, and where are those facts captured?
- [Who supplies the system an instrument runs on: Site Visit](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/site-visit/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Internal Search](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/internal-search/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Global Click](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/global-click/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Form Submit](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/form-submit/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Phone Number Click](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/phone-number-click/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Chat Start](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/chat-start/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Conversion Start](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/conversion-start/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Conversion Complete](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/conversion-complete/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Account Registration Funnel](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/account-registration-funnel/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Video Funnel](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/video-funnel/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Resolved Lead Input](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/resolved-lead-input/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Fulfilment Outcome Feed](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/fulfilment-outcome-feed/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Email Engagement](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/email-engagement/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: SMS Delivery & Engagement](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/sms-delivery-and-engagement/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Paid Media Delivery](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/paid-media-delivery/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Paid Search Cost & Conversion Tracking](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/paid-search-cost-and-conversion-tracking/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Media Cost at Tactic](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/media-cost-at-tactic/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Offline Delivery Volume](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/offline-delivery-volume/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Organic Search Visibility](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/organic-search-visibility/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: AI Response Monitoring](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/ai-response-monitoring/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Video Answer Tracking](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/video-answer-tracking/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Page Experience Tracking](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/page-experience-tracking/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Lapse Detection](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/lapse-detection/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Propensity Scoring](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/propensity-scoring/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Referral Tracking](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/referral-tracking/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Partner Handoff Feed](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/partner-handoff-feed/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Consent Record](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/consent-record/): Which system does an instrument run on, and who supplies that system?
- [Who supplies the system an instrument runs on: Contribution Margin Feed](https://umi-graph.com/questions/who-supplies-the-system-an-instrument-runs-on/contribution-margin-feed/): Which system does an instrument run on, and who supplies that system?
- [Where a content type is delivered: Landing Page](https://umi-graph.com/questions/where-a-content-type-is-delivered/landing-page/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Product / Service Page](https://umi-graph.com/questions/where-a-content-type-is-delivered/product-service-page/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Location Page](https://umi-graph.com/questions/where-a-content-type-is-delivered/location-page/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: FAQ Page](https://umi-graph.com/questions/where-a-content-type-is-delivered/faq-page/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Blog Post](https://umi-graph.com/questions/where-a-content-type-is-delivered/blog-post/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: How-To Guide](https://umi-graph.com/questions/where-a-content-type-is-delivered/how-to-guide/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Email Newsletter](https://umi-graph.com/questions/where-a-content-type-is-delivered/email-newsletter/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Promotional Email](https://umi-graph.com/questions/where-a-content-type-is-delivered/promotional-email/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Nurture / Drip Email](https://umi-graph.com/questions/where-a-content-type-is-delivered/nurture-drip-email/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Short Video / Reel](https://umi-graph.com/questions/where-a-content-type-is-delivered/short-video-reel/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Explainer Video](https://umi-graph.com/questions/where-a-content-type-is-delivered/explainer-video/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Webinar](https://umi-graph.com/questions/where-a-content-type-is-delivered/webinar/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Whitepaper / eBook](https://umi-graph.com/questions/where-a-content-type-is-delivered/whitepaper-ebook/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: Infographic](https://umi-graph.com/questions/where-a-content-type-is-delivered/infographic/): Where is a content type delivered, and what system measures there?
- [Where a content type is delivered: SMS Message](https://umi-graph.com/questions/where-a-content-type-is-delivered/sms-message/): Where is a content type delivered, and what system measures there?
- [On what lawful ground a campaign reaches a person: Retention campaign](https://umi-graph.com/questions/on-what-lawful-ground-a-campaign-reaches-a-person/retention-campaign/): On what permission, for what purpose and on what lawful ground may a campaign reach a person?
- [Whose choice a tactic must honour: Win-back email](https://umi-graph.com/questions/whose-choice-a-tactic-must-honour/win-back-email/): Whose stated choice must a tactic honour, and what kind of choice is it?
- [Who a campaign may address: Retention campaign](https://umi-graph.com/questions/who-a-campaign-may-address/retention-campaign/): Who may a campaign address?
- [What a campaign offers, and where: Retention campaign](https://umi-graph.com/questions/what-a-campaign-offers-and-where/retention-campaign/): What does a campaign offer, and where is the offer good?
- [When a campaign runs: Retention campaign](https://umi-graph.com/questions/when-a-campaign-runs/retention-campaign/): When does a campaign run?
- [By what rule an attributed reading divides credit: Revenue](https://umi-graph.com/questions/by-what-rule-an-attributed-reading-divides-credit/revenue/): Which readings attribute an outcome, and by what rule do they divide the credit?
- [In what form a creative renders: Hero image](https://umi-graph.com/questions/in-what-form-a-creative-renders/hero-image/): In what form does a creative render, and which surfaces can carry that form?
- [What geometry a creative is delivered in: Hero image](https://umi-graph.com/questions/what-geometry-a-creative-is-delivered-in/hero-image/): What geometry is a creative delivered in, and which surfaces take it?
- [What a reading is made of: Reactivation Rate](https://umi-graph.com/questions/what-a-reading-is-made-of/reactivation-rate/): What is a reading made of, down to the instrument that counts it?
- [Which way a reading must move: Conversion Flow Completion Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/conversion-flow-completion-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Assisted-Conversion Actions](https://umi-graph.com/questions/which-way-a-reading-must-move/assisted-conversion-actions/): Which way must a reading move to be a better result?
- [Which way a reading must move: Lead Totals](https://umi-graph.com/questions/which-way-a-reading-must-move/lead-totals/): Which way must a reading move to be a better result?
- [Which way a reading must move: Conversion Totals](https://umi-graph.com/questions/which-way-a-reading-must-move/conversion-totals/): Which way must a reading move to be a better result?
- [Which way a reading must move: Conversion Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/conversion-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Organic Visibility Share](https://umi-graph.com/questions/which-way-a-reading-must-move/organic-visibility-share/): Which way must a reading move to be a better result?
- [Which way a reading must move: Site Visits](https://umi-graph.com/questions/which-way-a-reading-must-move/site-visits/): Which way must a reading move to be a better result?
- [Which way a reading must move: Paid Search Efficiency](https://umi-graph.com/questions/which-way-a-reading-must-move/paid-search-efficiency/): Which way must a reading move to be a better result?
- [Which way a reading must move: Page Experience (Core Web Vitals)](https://umi-graph.com/questions/which-way-a-reading-must-move/page-experience-core-web-vitals/): Which way must a reading move to be a better result?
- [Which way a reading must move: Citation Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/citation-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Mention Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/mention-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Share of Voice](https://umi-graph.com/questions/which-way-a-reading-must-move/share-of-voice/): Which way must a reading move to be a better result?
- [Which way a reading must move: Video Answer Appearances](https://umi-graph.com/questions/which-way-a-reading-must-move/video-answer-appearances/): Which way must a reading move to be a better result?
- [Which way a reading must move: Schema Coverage](https://umi-graph.com/questions/which-way-a-reading-must-move/schema-coverage/): Which way must a reading move to be a better result?
- [Which way a reading must move: Account Activation Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/account-activation-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Attributed-Conversion Share](https://umi-graph.com/questions/which-way-a-reading-must-move/attributed-conversion-share/): Which way must a reading move to be a better result?
- [Which way a reading must move: Referral Conversion](https://umi-graph.com/questions/which-way-a-reading-must-move/referral-conversion/): Which way must a reading move to be a better result?
- [Which way a reading must move: Content Engagement Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/content-engagement-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Video Completion Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/video-completion-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Qualified Visit Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/qualified-visit-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Email Engagement Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/email-engagement-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Fulfilment Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/fulfilment-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Reactivation Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/reactivation-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Cost per Lead](https://umi-graph.com/questions/which-way-a-reading-must-move/cost-per-lead/): Which way must a reading move to be a better result?
- [Which way a reading must move: Cost per Conversion](https://umi-graph.com/questions/which-way-a-reading-must-move/cost-per-conversion/): Which way must a reading move to be a better result?
- [Which way a reading must move: Revenue](https://umi-graph.com/questions/which-way-a-reading-must-move/revenue/): Which way must a reading move to be a better result?
- [Which way a reading must move: Return on Ad Spend](https://umi-graph.com/questions/which-way-a-reading-must-move/return-on-ad-spend/): Which way must a reading move to be a better result?
- [Which way a reading must move: Revenue per Lead](https://umi-graph.com/questions/which-way-a-reading-must-move/revenue-per-lead/): Which way must a reading move to be a better result?
- [Which way a reading must move: Revenue per Conversion](https://umi-graph.com/questions/which-way-a-reading-must-move/revenue-per-conversion/): Which way must a reading move to be a better result?
- [Which way a reading must move: Click-through Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/click-through-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Retention Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/retention-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Customer Lifetime Value](https://umi-graph.com/questions/which-way-a-reading-must-move/customer-lifetime-value/): Which way must a reading move to be a better result?
- [Which way a reading must move: Advocacy Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/advocacy-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Reach](https://umi-graph.com/questions/which-way-a-reading-must-move/reach/): Which way must a reading move to be a better result?
- [Which way a reading must move: Visibility Momentum](https://umi-graph.com/questions/which-way-a-reading-must-move/visibility-momentum/): Which way must a reading move to be a better result?
- [Which way a reading must move: Position](https://umi-graph.com/questions/which-way-a-reading-must-move/position/): Which way must a reading move to be a better result?
- [Which way a reading must move: Hallucination Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/hallucination-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Post-Citation Click-through Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/post-citation-click-through-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Lapse Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/lapse-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Likely-to-Lapse Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/likely-to-lapse-rate/): Which way must a reading move to be a better result?
- [Which way a reading must move: Effective Frequency](https://umi-graph.com/questions/which-way-a-reading-must-move/effective-frequency/): Which way must a reading move to be a better result?
- [Which way a reading must move: Opt-out Rate](https://umi-graph.com/questions/which-way-a-reading-must-move/opt-out-rate/): Which way must a reading move to be a better result?
- [In what form a reading reads: Conversion Flow Completion Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/conversion-flow-completion-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Assisted-Conversion Actions](https://umi-graph.com/questions/in-what-form-a-reading-reads/assisted-conversion-actions/): In what arithmetic form does a reading read?
- [In what form a reading reads: Lead Totals](https://umi-graph.com/questions/in-what-form-a-reading-reads/lead-totals/): In what arithmetic form does a reading read?
- [In what form a reading reads: Conversion Totals](https://umi-graph.com/questions/in-what-form-a-reading-reads/conversion-totals/): In what arithmetic form does a reading read?
- [In what form a reading reads: Conversion Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/conversion-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Organic Visibility Share](https://umi-graph.com/questions/in-what-form-a-reading-reads/organic-visibility-share/): In what arithmetic form does a reading read?
- [In what form a reading reads: Site Visits](https://umi-graph.com/questions/in-what-form-a-reading-reads/site-visits/): In what arithmetic form does a reading read?
- [In what form a reading reads: Paid Search Efficiency](https://umi-graph.com/questions/in-what-form-a-reading-reads/paid-search-efficiency/): In what arithmetic form does a reading read?
- [In what form a reading reads: Page Experience (Core Web Vitals)](https://umi-graph.com/questions/in-what-form-a-reading-reads/page-experience-core-web-vitals/): In what arithmetic form does a reading read?
- [In what form a reading reads: Citation Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/citation-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Mention Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/mention-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Share of Voice](https://umi-graph.com/questions/in-what-form-a-reading-reads/share-of-voice/): In what arithmetic form does a reading read?
- [In what form a reading reads: Video Answer Appearances](https://umi-graph.com/questions/in-what-form-a-reading-reads/video-answer-appearances/): In what arithmetic form does a reading read?
- [In what form a reading reads: Schema Coverage](https://umi-graph.com/questions/in-what-form-a-reading-reads/schema-coverage/): In what arithmetic form does a reading read?
- [In what form a reading reads: Account Activation Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/account-activation-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Attributed-Conversion Share](https://umi-graph.com/questions/in-what-form-a-reading-reads/attributed-conversion-share/): In what arithmetic form does a reading read?
- [In what form a reading reads: Referral Conversion](https://umi-graph.com/questions/in-what-form-a-reading-reads/referral-conversion/): In what arithmetic form does a reading read?
- [In what form a reading reads: Content Engagement Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/content-engagement-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Video Completion Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/video-completion-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Qualified Visit Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/qualified-visit-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Email Engagement Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/email-engagement-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Fulfilment Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/fulfilment-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Reactivation Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/reactivation-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Cost per Lead](https://umi-graph.com/questions/in-what-form-a-reading-reads/cost-per-lead/): In what arithmetic form does a reading read?
- [In what form a reading reads: Cost per Conversion](https://umi-graph.com/questions/in-what-form-a-reading-reads/cost-per-conversion/): In what arithmetic form does a reading read?
- [In what form a reading reads: Revenue](https://umi-graph.com/questions/in-what-form-a-reading-reads/revenue/): In what arithmetic form does a reading read?
- [In what form a reading reads: Return on Ad Spend](https://umi-graph.com/questions/in-what-form-a-reading-reads/return-on-ad-spend/): In what arithmetic form does a reading read?
- [In what form a reading reads: Revenue per Lead](https://umi-graph.com/questions/in-what-form-a-reading-reads/revenue-per-lead/): In what arithmetic form does a reading read?
- [In what form a reading reads: Revenue per Conversion](https://umi-graph.com/questions/in-what-form-a-reading-reads/revenue-per-conversion/): In what arithmetic form does a reading read?
- [In what form a reading reads: Click-through Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/click-through-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Retention Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/retention-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Customer Lifetime Value](https://umi-graph.com/questions/in-what-form-a-reading-reads/customer-lifetime-value/): In what arithmetic form does a reading read?
- [In what form a reading reads: Advocacy Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/advocacy-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Reach](https://umi-graph.com/questions/in-what-form-a-reading-reads/reach/): In what arithmetic form does a reading read?
- [In what form a reading reads: Visibility Momentum](https://umi-graph.com/questions/in-what-form-a-reading-reads/visibility-momentum/): In what arithmetic form does a reading read?
- [In what form a reading reads: Position](https://umi-graph.com/questions/in-what-form-a-reading-reads/position/): In what arithmetic form does a reading read?
- [In what form a reading reads: Hallucination Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/hallucination-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Post-Citation Click-through Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/post-citation-click-through-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Lapse Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/lapse-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Likely-to-Lapse Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/likely-to-lapse-rate/): In what arithmetic form does a reading read?
- [In what form a reading reads: Effective Frequency](https://umi-graph.com/questions/in-what-form-a-reading-reads/effective-frequency/): In what arithmetic form does a reading read?
- [In what form a reading reads: Opt-out Rate](https://umi-graph.com/questions/in-what-form-a-reading-reads/opt-out-rate/): In what arithmetic form does a reading read?
- [At what grain a fact is recorded: Web visit](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/web-visit/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Email engagement](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/email-engagement/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: SMS engagement](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/sms-engagement/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Paid media click](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/paid-media-click/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Social and video engagement](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/social-and-video-engagement/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Print, mail and broadcast](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/print-mail-and-broadcast/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Consumer authentication](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/consumer-authentication/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Partner handoff](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/partner-handoff/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Lead submission](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/lead-submission/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Conversion](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/conversion/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Fulfilment outcome](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/fulfilment-outcome/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Public social conversation](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/public-social-conversation/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Window elapsed](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/window-elapsed/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Propensity score](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/propensity-score/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Referral](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/referral/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Paid impression](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/paid-impression/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Search impression](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/search-impression/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Assistant answer](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/assistant-answer/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Assistant citation](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/assistant-citation/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Brand mention](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/brand-mention/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Crawl](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/crawl/): At what grain is a fact recorded, and may it therefore name a person?
- [At what grain a fact is recorded: Consent change](https://umi-graph.com/questions/at-what-grain-a-fact-is-recorded/consent-change/): At what grain is a fact recorded, and may it therefore name a person?
- [Which purposes act on an answer: Consumer Intelligence](https://umi-graph.com/questions/which-purposes-act-on-an-answer/consumer-intelligence/): Which campaign purposes act on a question area's answers, and which goals do those campaigns support?
- [Which goal pursues each rung: Demand Conversion](https://umi-graph.com/questions/which-goal-pursues-each-rung/demand-conversion/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which goal pursues each rung: Discoverability](https://umi-graph.com/questions/which-goal-pursues-each-rung/discoverability/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which goal pursues each rung: Answer Visibility](https://umi-graph.com/questions/which-goal-pursues-each-rung/answer-visibility/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which goal pursues each rung: Engagement](https://umi-graph.com/questions/which-goal-pursues-each-rung/engagement/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which goal pursues each rung: Retention & Reactivation](https://umi-graph.com/questions/which-goal-pursues-each-rung/retention-and-reactivation/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which goal pursues each rung: Brand Awareness](https://umi-graph.com/questions/which-goal-pursues-each-rung/brand-awareness/): Which goal moves people toward each rung of the ladder, and which rung comes next?
- [Which window a journey counts inactivity over: Retention & Reactivation](https://umi-graph.com/questions/which-window-a-journey-counts-inactivity-over/retention-and-reactivation/): After what interval of inactivity does a journey presume a person has stepped back?
- [Which window a journey counts inactivity over: Acquisition](https://umi-graph.com/questions/which-window-a-journey-counts-inactivity-over/acquisition/): After what interval of inactivity does a journey presume a person has stepped back?
- [Which window a journey counts inactivity over: Onboarding](https://umi-graph.com/questions/which-window-a-journey-counts-inactivity-over/onboarding/): After what interval of inactivity does a journey presume a person has stepped back?
- [Which window a journey counts inactivity over: Advocacy](https://umi-graph.com/questions/which-window-a-journey-counts-inactivity-over/advocacy/): After what interval of inactivity does a journey presume a person has stepped back?
- [What a consent change bears on: Consent change](https://umi-graph.com/questions/what-a-consent-change-bears-on/consent-change/): What permission does a consent change grant or withdraw, and which campaigns require it?
- [Who provides the place a fact is captured: Paid media click](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/paid-media-click/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Social and video engagement](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/social-and-video-engagement/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Public social conversation](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/public-social-conversation/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Referral](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/referral/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Paid impression](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/paid-impression/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Search impression](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/search-impression/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Assistant answer](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/assistant-answer/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Assistant citation](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/assistant-citation/): Where is a fact captured, and who provides that place?
- [Who provides the place a fact is captured: Brand mention](https://umi-graph.com/questions/who-provides-the-place-a-fact-is-captured/brand-mention/): Where is a fact captured, and who provides that place?
- [In what unit a reading is measured: Conversion Flow Completion Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/conversion-flow-completion-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Assisted-Conversion Actions](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/assisted-conversion-actions/): In what unit is a reading measured?
- [In what unit a reading is measured: Lead Totals](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/lead-totals/): In what unit is a reading measured?
- [In what unit a reading is measured: Conversion Totals](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/conversion-totals/): In what unit is a reading measured?
- [In what unit a reading is measured: Conversion Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/conversion-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Organic Visibility Share](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/organic-visibility-share/): In what unit is a reading measured?
- [In what unit a reading is measured: Site Visits](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/site-visits/): In what unit is a reading measured?
- [In what unit a reading is measured: Paid Search Efficiency](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/paid-search-efficiency/): In what unit is a reading measured?
- [In what unit a reading is measured: Page Experience (Core Web Vitals)](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/page-experience-core-web-vitals/): In what unit is a reading measured?
- [In what unit a reading is measured: Citation Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/citation-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Mention Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/mention-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Share of Voice](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/share-of-voice/): In what unit is a reading measured?
- [In what unit a reading is measured: Video Answer Appearances](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/video-answer-appearances/): In what unit is a reading measured?
- [In what unit a reading is measured: Schema Coverage](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/schema-coverage/): In what unit is a reading measured?
- [In what unit a reading is measured: Account Activation Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/account-activation-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Attributed-Conversion Share](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/attributed-conversion-share/): In what unit is a reading measured?
- [In what unit a reading is measured: Referral Conversion](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/referral-conversion/): In what unit is a reading measured?
- [In what unit a reading is measured: Content Engagement Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/content-engagement-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Video Completion Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/video-completion-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Qualified Visit Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/qualified-visit-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Email Engagement Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/email-engagement-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Fulfilment Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/fulfilment-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Reactivation Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/reactivation-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Cost per Lead](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/cost-per-lead/): In what unit is a reading measured?
- [In what unit a reading is measured: Cost per Conversion](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/cost-per-conversion/): In what unit is a reading measured?
- [In what unit a reading is measured: Revenue](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/revenue/): In what unit is a reading measured?
- [In what unit a reading is measured: Return on Ad Spend](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/return-on-ad-spend/): In what unit is a reading measured?
- [In what unit a reading is measured: Revenue per Lead](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/revenue-per-lead/): In what unit is a reading measured?
- [In what unit a reading is measured: Revenue per Conversion](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/revenue-per-conversion/): In what unit is a reading measured?
- [In what unit a reading is measured: Click-through Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/click-through-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Retention Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/retention-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Customer Lifetime Value](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/customer-lifetime-value/): In what unit is a reading measured?
- [In what unit a reading is measured: Advocacy Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/advocacy-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Reach](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/reach/): In what unit is a reading measured?
- [In what unit a reading is measured: Visibility Momentum](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/visibility-momentum/): In what unit is a reading measured?
- [In what unit a reading is measured: Position](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/position/): In what unit is a reading measured?
- [In what unit a reading is measured: Hallucination Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/hallucination-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Post-Citation Click-through Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/post-citation-click-through-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Lapse Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/lapse-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Likely-to-Lapse Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/likely-to-lapse-rate/): In what unit is a reading measured?
- [In what unit a reading is measured: Effective Frequency](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/effective-frequency/): In what unit is a reading measured?
- [In what unit a reading is measured: Opt-out Rate](https://umi-graph.com/questions/in-what-unit-a-reading-is-measured/opt-out-rate/): In what unit is a reading measured?
- [Which forms a unit can carry: Count](https://umi-graph.com/questions/which-forms-a-unit-can-carry/count/): Which arithmetic forms can a unit carry?
- [Which forms a unit can carry: Percent](https://umi-graph.com/questions/which-forms-a-unit-can-carry/percent/): Which arithmetic forms can a unit carry?
- [Which forms a unit can carry: Ratio](https://umi-graph.com/questions/which-forms-a-unit-can-carry/ratio/): Which arithmetic forms can a unit carry?
- [Which forms a unit can carry: Currency](https://umi-graph.com/questions/which-forms-a-unit-can-carry/currency/): Which arithmetic forms can a unit carry?
- [Which forms a unit can carry: Rank](https://umi-graph.com/questions/which-forms-a-unit-can-carry/rank/): Which arithmetic forms can a unit carry?
- [Which forms a unit can carry: Score](https://umi-graph.com/questions/which-forms-a-unit-can-carry/score/): Which arithmetic forms can a unit carry?
- [Which forms a unit can carry: Duration](https://umi-graph.com/questions/which-forms-a-unit-can-carry/duration/): Which arithmetic forms can a unit carry?
- [What level a campaign commits to: Retention campaign](https://umi-graph.com/questions/what-level-a-campaign-commits-to/retention-campaign/): What level does a campaign commit to, on which reading, and which way must it move?
- [Which targets quantify a goal, and by when: Retention & Reactivation](https://umi-graph.com/questions/which-targets-quantify-a-goal-and-by-when/retention-and-reactivation/): Which targets quantify a goal, and by when are they due?
- [What a reading is evidenced by: Conversion Flow Completion Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/conversion-flow-completion-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Assisted-Conversion Actions](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/assisted-conversion-actions/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Lead Totals](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/lead-totals/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Conversion Totals](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/conversion-totals/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Conversion Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/conversion-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Organic Visibility Share](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/organic-visibility-share/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Site Visits](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/site-visits/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Paid Search Efficiency](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/paid-search-efficiency/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Page Experience (Core Web Vitals)](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/page-experience-core-web-vitals/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Citation Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/citation-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Mention Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/mention-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Share of Voice](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/share-of-voice/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Video Answer Appearances](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/video-answer-appearances/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Schema Coverage](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/schema-coverage/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Account Activation Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/account-activation-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Attributed-Conversion Share](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/attributed-conversion-share/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Referral Conversion](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/referral-conversion/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Content Engagement Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/content-engagement-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Video Completion Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/video-completion-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Qualified Visit Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/qualified-visit-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Email Engagement Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/email-engagement-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Fulfilment Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/fulfilment-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Cost per Lead](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/cost-per-lead/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Cost per Conversion](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/cost-per-conversion/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Advocacy Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/advocacy-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Position](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/position/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Lapse Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/lapse-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Likely-to-Lapse Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/likely-to-lapse-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [What a reading is evidenced by: Opt-out Rate](https://umi-graph.com/questions/what-a-reading-is-evidenced-by/opt-out-rate/): What is a reading evidenced by, down to the fact an instrument observes?
- [Which goal a reading serves: Conversion Flow Completion Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/conversion-flow-completion-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Assisted-Conversion Actions](https://umi-graph.com/questions/which-goal-a-reading-serves/assisted-conversion-actions/): Which goal does a reading serve?
- [Which goal a reading serves: Lead Totals](https://umi-graph.com/questions/which-goal-a-reading-serves/lead-totals/): Which goal does a reading serve?
- [Which goal a reading serves: Conversion Totals](https://umi-graph.com/questions/which-goal-a-reading-serves/conversion-totals/): Which goal does a reading serve?
- [Which goal a reading serves: Conversion Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/conversion-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Organic Visibility Share](https://umi-graph.com/questions/which-goal-a-reading-serves/organic-visibility-share/): Which goal does a reading serve?
- [Which goal a reading serves: Site Visits](https://umi-graph.com/questions/which-goal-a-reading-serves/site-visits/): Which goal does a reading serve?
- [Which goal a reading serves: Paid Search Efficiency](https://umi-graph.com/questions/which-goal-a-reading-serves/paid-search-efficiency/): Which goal does a reading serve?
- [Which goal a reading serves: Page Experience (Core Web Vitals)](https://umi-graph.com/questions/which-goal-a-reading-serves/page-experience-core-web-vitals/): Which goal does a reading serve?
- [Which goal a reading serves: Citation Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/citation-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Mention Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/mention-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Share of Voice](https://umi-graph.com/questions/which-goal-a-reading-serves/share-of-voice/): Which goal does a reading serve?
- [Which goal a reading serves: Video Answer Appearances](https://umi-graph.com/questions/which-goal-a-reading-serves/video-answer-appearances/): Which goal does a reading serve?
- [Which goal a reading serves: Schema Coverage](https://umi-graph.com/questions/which-goal-a-reading-serves/schema-coverage/): Which goal does a reading serve?
- [Which goal a reading serves: Account Activation Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/account-activation-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Attributed-Conversion Share](https://umi-graph.com/questions/which-goal-a-reading-serves/attributed-conversion-share/): Which goal does a reading serve?
- [Which goal a reading serves: Referral Conversion](https://umi-graph.com/questions/which-goal-a-reading-serves/referral-conversion/): Which goal does a reading serve?
- [Which goal a reading serves: Content Engagement Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/content-engagement-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Video Completion Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/video-completion-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Qualified Visit Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/qualified-visit-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Email Engagement Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/email-engagement-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Fulfilment Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/fulfilment-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Reactivation Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/reactivation-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Cost per Lead](https://umi-graph.com/questions/which-goal-a-reading-serves/cost-per-lead/): Which goal does a reading serve?
- [Which goal a reading serves: Cost per Conversion](https://umi-graph.com/questions/which-goal-a-reading-serves/cost-per-conversion/): Which goal does a reading serve?
- [Which goal a reading serves: Revenue](https://umi-graph.com/questions/which-goal-a-reading-serves/revenue/): Which goal does a reading serve?
- [Which goal a reading serves: Return on Ad Spend](https://umi-graph.com/questions/which-goal-a-reading-serves/return-on-ad-spend/): Which goal does a reading serve?
- [Which goal a reading serves: Revenue per Lead](https://umi-graph.com/questions/which-goal-a-reading-serves/revenue-per-lead/): Which goal does a reading serve?
- [Which goal a reading serves: Revenue per Conversion](https://umi-graph.com/questions/which-goal-a-reading-serves/revenue-per-conversion/): Which goal does a reading serve?
- [Which goal a reading serves: Click-through Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/click-through-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Retention Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/retention-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Customer Lifetime Value](https://umi-graph.com/questions/which-goal-a-reading-serves/customer-lifetime-value/): Which goal does a reading serve?
- [Which goal a reading serves: Advocacy Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/advocacy-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Reach](https://umi-graph.com/questions/which-goal-a-reading-serves/reach/): Which goal does a reading serve?
- [Which goal a reading serves: Visibility Momentum](https://umi-graph.com/questions/which-goal-a-reading-serves/visibility-momentum/): Which goal does a reading serve?
- [Which goal a reading serves: Position](https://umi-graph.com/questions/which-goal-a-reading-serves/position/): Which goal does a reading serve?
- [Which goal a reading serves: Hallucination Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/hallucination-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Post-Citation Click-through Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/post-citation-click-through-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Lapse Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/lapse-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Likely-to-Lapse Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/likely-to-lapse-rate/): Which goal does a reading serve?
- [Which goal a reading serves: Effective Frequency](https://umi-graph.com/questions/which-goal-a-reading-serves/effective-frequency/): Which goal does a reading serve?
- [Which goal a reading serves: Opt-out Rate](https://umi-graph.com/questions/which-goal-a-reading-serves/opt-out-rate/): Which goal does a reading serve?
- [What level a reading is committed to: Reactivation Rate](https://umi-graph.com/questions/what-level-a-reading-is-committed-to/reactivation-rate/): What level has a reading been committed to?
- [What an instrument observes: Site Visit](https://umi-graph.com/questions/what-an-instrument-observes/site-visit/): What does an instrument observe?
- [What an instrument observes: Internal Search](https://umi-graph.com/questions/what-an-instrument-observes/internal-search/): What does an instrument observe?
- [What an instrument observes: Global Click](https://umi-graph.com/questions/what-an-instrument-observes/global-click/): What does an instrument observe?
- [What an instrument observes: Form Submit](https://umi-graph.com/questions/what-an-instrument-observes/form-submit/): What does an instrument observe?
- [What an instrument observes: Phone Number Click](https://umi-graph.com/questions/what-an-instrument-observes/phone-number-click/): What does an instrument observe?
- [What an instrument observes: Chat Start](https://umi-graph.com/questions/what-an-instrument-observes/chat-start/): What does an instrument observe?
- [What an instrument observes: Conversion Start](https://umi-graph.com/questions/what-an-instrument-observes/conversion-start/): What does an instrument observe?
- [What an instrument observes: Conversion Complete](https://umi-graph.com/questions/what-an-instrument-observes/conversion-complete/): What does an instrument observe?
- [What an instrument observes: Account Registration Funnel](https://umi-graph.com/questions/what-an-instrument-observes/account-registration-funnel/): What does an instrument observe?
- [What an instrument observes: Video Funnel](https://umi-graph.com/questions/what-an-instrument-observes/video-funnel/): What does an instrument observe?
- [What an instrument observes: Resolved Lead Input](https://umi-graph.com/questions/what-an-instrument-observes/resolved-lead-input/): What does an instrument observe?
- [What an instrument observes: Fulfilment Outcome Feed](https://umi-graph.com/questions/what-an-instrument-observes/fulfilment-outcome-feed/): What does an instrument observe?
- [What an instrument observes: Email Engagement](https://umi-graph.com/questions/what-an-instrument-observes/email-engagement/): What does an instrument observe?
- [What an instrument observes: SMS Delivery & Engagement](https://umi-graph.com/questions/what-an-instrument-observes/sms-delivery-and-engagement/): What does an instrument observe?
- [What an instrument observes: Paid Media Delivery](https://umi-graph.com/questions/what-an-instrument-observes/paid-media-delivery/): What does an instrument observe?
- [What an instrument observes: Paid Search Cost & Conversion Tracking](https://umi-graph.com/questions/what-an-instrument-observes/paid-search-cost-and-conversion-tracking/): What does an instrument observe?
- [What an instrument observes: Media Cost at Tactic](https://umi-graph.com/questions/what-an-instrument-observes/media-cost-at-tactic/): What does an instrument observe?
- [What an instrument observes: Offline Delivery Volume](https://umi-graph.com/questions/what-an-instrument-observes/offline-delivery-volume/): What does an instrument observe?
- [What an instrument observes: Organic Search Visibility](https://umi-graph.com/questions/what-an-instrument-observes/organic-search-visibility/): What does an instrument observe?
- [What an instrument observes: AI Citation Tracking](https://umi-graph.com/questions/what-an-instrument-observes/ai-citation-tracking/): What does an instrument observe?
- [What an instrument observes: AI Response Monitoring](https://umi-graph.com/questions/what-an-instrument-observes/ai-response-monitoring/): What does an instrument observe?
- [What an instrument observes: Brand Mention Tracking](https://umi-graph.com/questions/what-an-instrument-observes/brand-mention-tracking/): What does an instrument observe?
- [What an instrument observes: Video Answer Tracking](https://umi-graph.com/questions/what-an-instrument-observes/video-answer-tracking/): What does an instrument observe?
- [What an instrument observes: Schema Coverage Audit](https://umi-graph.com/questions/what-an-instrument-observes/schema-coverage-audit/): What does an instrument observe?
- [What an instrument observes: Page Experience Tracking](https://umi-graph.com/questions/what-an-instrument-observes/page-experience-tracking/): What does an instrument observe?
- [What an instrument observes: Social Listening](https://umi-graph.com/questions/what-an-instrument-observes/social-listening/): What does an instrument observe?
- [What an instrument observes: Consumer Sentiment](https://umi-graph.com/questions/what-an-instrument-observes/consumer-sentiment/): What does an instrument observe?
- [What an instrument observes: Lapse Detection](https://umi-graph.com/questions/what-an-instrument-observes/lapse-detection/): What does an instrument observe?
- [What an instrument observes: Propensity Scoring](https://umi-graph.com/questions/what-an-instrument-observes/propensity-scoring/): What does an instrument observe?
- [What an instrument observes: Referral Tracking](https://umi-graph.com/questions/what-an-instrument-observes/referral-tracking/): What does an instrument observe?
- [What an instrument observes: Partner Handoff Feed](https://umi-graph.com/questions/what-an-instrument-observes/partner-handoff-feed/): What does an instrument observe?
- [What an instrument observes: Consent Record](https://umi-graph.com/questions/what-an-instrument-observes/consent-record/): What does an instrument observe?
- [What an instrument observes: Contribution Margin Feed](https://umi-graph.com/questions/what-an-instrument-observes/contribution-margin-feed/): What does an instrument observe?
- [What form a content type takes: Landing Page](https://umi-graph.com/questions/what-form-a-content-type-takes/landing-page/): In what creative forms may a content type be expressed?
- [What form a content type takes: Social Post](https://umi-graph.com/questions/what-form-a-content-type-takes/social-post/): In what creative forms may a content type be expressed?
- [What form a content type takes: Social Carousel](https://umi-graph.com/questions/what-form-a-content-type-takes/social-carousel/): In what creative forms may a content type be expressed?
- [What form a content type takes: Short Video / Reel](https://umi-graph.com/questions/what-form-a-content-type-takes/short-video-reel/): In what creative forms may a content type be expressed?
- [What form a content type takes: Explainer Video](https://umi-graph.com/questions/what-form-a-content-type-takes/explainer-video/): In what creative forms may a content type be expressed?
- [What form a content type takes: Webinar](https://umi-graph.com/questions/what-form-a-content-type-takes/webinar/): In what creative forms may a content type be expressed?
- [What form a content type takes: Whitepaper / eBook](https://umi-graph.com/questions/what-form-a-content-type-takes/whitepaper-ebook/): In what creative forms may a content type be expressed?
- [What form a content type takes: Infographic](https://umi-graph.com/questions/what-form-a-content-type-takes/infographic/): In what creative forms may a content type be expressed?
- [What form a content type takes: Billboard / OOH](https://umi-graph.com/questions/what-form-a-content-type-takes/billboard-ooh/): In what creative forms may a content type be expressed?
- [What form a content type takes: Digital Signage](https://umi-graph.com/questions/what-form-a-content-type-takes/digital-signage/): In what creative forms may a content type be expressed?
- [Which creatives a content type templates: Promotional Email](https://umi-graph.com/questions/which-creatives-a-content-type-templates/promotional-email/): Which finished creatives does a content type template?
- [Which moves a journey makes: Retention & Reactivation](https://umi-graph.com/questions/which-moves-a-journey-makes/retention-and-reactivation/): Which moves does a journey make, and what triggers them?
- [Which moves a journey makes: Acquisition](https://umi-graph.com/questions/which-moves-a-journey-makes/acquisition/): Which moves does a journey make, and what triggers them?
- [Which moves a journey makes: Onboarding](https://umi-graph.com/questions/which-moves-a-journey-makes/onboarding/): Which moves does a journey make, and what triggers them?
- [Which moves a journey makes: Advocacy](https://umi-graph.com/questions/which-moves-a-journey-makes/advocacy/): Which moves does a journey make, and what triggers them?
- [At what level an instrument identifies: Site Visit](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/site-visit/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Internal Search](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/internal-search/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Global Click](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/global-click/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Form Submit](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/form-submit/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Phone Number Click](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/phone-number-click/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Chat Start](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/chat-start/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Conversion Start](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/conversion-start/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Conversion Complete](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/conversion-complete/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Account Registration Funnel](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/account-registration-funnel/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Video Funnel](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/video-funnel/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Resolved Lead Input](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/resolved-lead-input/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Fulfilment Outcome Feed](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/fulfilment-outcome-feed/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Email Engagement](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/email-engagement/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: SMS Delivery & Engagement](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/sms-delivery-and-engagement/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Paid Media Delivery](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/paid-media-delivery/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Paid Search Cost & Conversion Tracking](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/paid-search-cost-and-conversion-tracking/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Media Cost at Tactic](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/media-cost-at-tactic/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Offline Delivery Volume](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/offline-delivery-volume/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Organic Search Visibility](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/organic-search-visibility/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: AI Citation Tracking](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/ai-citation-tracking/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: AI Response Monitoring](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/ai-response-monitoring/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Brand Mention Tracking](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/brand-mention-tracking/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Video Answer Tracking](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/video-answer-tracking/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Schema Coverage Audit](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/schema-coverage-audit/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Page Experience Tracking](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/page-experience-tracking/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Social Listening](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/social-listening/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Consumer Sentiment](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/consumer-sentiment/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Lapse Detection](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/lapse-detection/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Propensity Scoring](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/propensity-scoring/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Referral Tracking](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/referral-tracking/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Partner Handoff Feed](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/partner-handoff-feed/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Consent Record](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/consent-record/): At what level does an instrument identify the person behind what it observes?
- [At what level an instrument identifies: Contribution Margin Feed](https://umi-graph.com/questions/at-what-level-an-instrument-identifies/contribution-margin-feed/): At what level does an instrument identify the person behind what it observes?
- [By what design a reading is established: Assisted-Conversion Actions](https://umi-graph.com/questions/by-what-design-a-reading-is-established/assisted-conversion-actions/): By what design is a reading established, and is that design observed or assigned?
- [By what design a reading is established: Attributed-Conversion Share](https://umi-graph.com/questions/by-what-design-a-reading-is-established/attributed-conversion-share/): By what design is a reading established, and is that design observed or assigned?
- [By what design a reading is established: Reactivation Rate](https://umi-graph.com/questions/by-what-design-a-reading-is-established/reactivation-rate/): By what design is a reading established, and is that design observed or assigned?
- [By what design a reading is established: Revenue](https://umi-graph.com/questions/by-what-design-a-reading-is-established/revenue/): By what design is a reading established, and is that design observed or assigned?
- [Which states a segment selects: Lapsed customers](https://umi-graph.com/questions/which-states-a-segment-selects/lapsed-customers/): Which states does a segment select its people from?
- [Which channels a preference concerns: Channel Opt Out](https://umi-graph.com/questions/which-channels-a-preference-concerns/channel-opt-out/): Which channels does a kind of preference concern?
- [Which channels a preference concerns: Frequency Preference](https://umi-graph.com/questions/which-channels-a-preference-concerns/frequency-preference/): Which channels does a kind of preference concern?
- [Which content types a preference concerns: Content Opt Out](https://umi-graph.com/questions/which-content-types-a-preference-concerns/content-opt-out/): Which content types does a kind of preference concern?
- [Which formats a preference concerns: Format Preference](https://umi-graph.com/questions/which-formats-a-preference-concerns/format-preference/): Which creative formats does a kind of preference concern?
- [Whose occupancy a reading counts: Retention Rate](https://umi-graph.com/questions/whose-occupancy-a-reading-counts/retention-rate/): Whose occupancy of a state does a reading count?
- [Where a journey begins: Retention & Reactivation](https://umi-graph.com/questions/where-a-journey-begins/retention-and-reactivation/): Where does a journey begin, and in which state does a person arrive?
- [Where a journey begins: Acquisition](https://umi-graph.com/questions/where-a-journey-begins/acquisition/): Where does a journey begin, and in which state does a person arrive?
- [Where a journey begins: Onboarding](https://umi-graph.com/questions/where-a-journey-begins/onboarding/): Where does a journey begin, and in which state does a person arrive?
- [Where a journey begins: Advocacy](https://umi-graph.com/questions/where-a-journey-begins/advocacy/): Where does a journey begin, and in which state does a person arrive?
- [Which channels a vendor delivers in: Google](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/google/): Which channels does a vendor deliver in?
- [Which channels a vendor delivers in: YouTube](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/youtube/): Which channels does a vendor deliver in?
- [Which channels a vendor delivers in: Meta](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/meta/): Which channels does a vendor deliver in?
- [Which channels a vendor delivers in: LinkedIn](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/linkedin/): Which channels does a vendor deliver in?
- [Which channels a vendor delivers in: Amazon](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/amazon/): Which channels does a vendor deliver in?
- [Which channels a vendor delivers in: Twilio](https://umi-graph.com/questions/which-channels-a-vendor-delivers-in/twilio/): Which channels does a vendor deliver in?
- [On what ground a permission basis rests, and what it permits: Email marketing consent](https://umi-graph.com/questions/on-what-ground-a-permission-basis-rests-and-what-it-permits/email-marketing-consent/): On what lawful ground does a permission basis rest, and which purposes does it permit?
- [Where a campaign runs, and whose choice it honours: Retention campaign](https://umi-graph.com/questions/where-a-campaign-runs-and-whose-choice-it-honours/retention-campaign/): Where does a campaign run, and whose stated choice does it honour?
- [Which channel and surface a tactic uses: Win-back email](https://umi-graph.com/questions/which-channel-and-surface-a-tactic-uses/win-back-email/): Through which channel does a tactic reach people, and on which surface?
- [Which content type a tactic uses: Win-back email](https://umi-graph.com/questions/which-content-type-a-tactic-uses/win-back-email/): Which content type does a tactic put in front of people?
- [When and where a tactic runs: Win-back email](https://umi-graph.com/questions/when-and-where-a-tactic-runs/win-back-email/): When does a tactic run, and where?
- [Who a tactic addresses, and on what basis: Win-back email](https://umi-graph.com/questions/who-a-tactic-addresses-and-on-what-basis/win-back-email/): Who does a tactic address, and on what permission basis?
- [When an action is valid: Send email](https://umi-graph.com/questions/when-an-action-is-valid/send-email/): During which time window is an action valid?
- [When an offer is good: Percentage discount](https://umi-graph.com/questions/when-an-offer-is-good/percentage-discount/): During which time window is an offer good?
- [What an instrument informs: Site Visit](https://umi-graph.com/questions/what-an-instrument-informs/site-visit/): Which question areas does an instrument inform?
- [What an instrument informs: Internal Search](https://umi-graph.com/questions/what-an-instrument-informs/internal-search/): Which question areas does an instrument inform?
- [What an instrument informs: Global Click](https://umi-graph.com/questions/what-an-instrument-informs/global-click/): Which question areas does an instrument inform?
- [What an instrument informs: Form Submit](https://umi-graph.com/questions/what-an-instrument-informs/form-submit/): Which question areas does an instrument inform?
- [What an instrument informs: Phone Number Click](https://umi-graph.com/questions/what-an-instrument-informs/phone-number-click/): Which question areas does an instrument inform?
- [What an instrument informs: Chat Start](https://umi-graph.com/questions/what-an-instrument-informs/chat-start/): Which question areas does an instrument inform?
- [What an instrument informs: Conversion Start](https://umi-graph.com/questions/what-an-instrument-informs/conversion-start/): Which question areas does an instrument inform?
- [What an instrument informs: Conversion Complete](https://umi-graph.com/questions/what-an-instrument-informs/conversion-complete/): Which question areas does an instrument inform?
- [What an instrument informs: Account Registration Funnel](https://umi-graph.com/questions/what-an-instrument-informs/account-registration-funnel/): Which question areas does an instrument inform?
- [What an instrument informs: Video Funnel](https://umi-graph.com/questions/what-an-instrument-informs/video-funnel/): Which question areas does an instrument inform?
- [What an instrument informs: Resolved Lead Input](https://umi-graph.com/questions/what-an-instrument-informs/resolved-lead-input/): Which question areas does an instrument inform?
- [What an instrument informs: Fulfilment Outcome Feed](https://umi-graph.com/questions/what-an-instrument-informs/fulfilment-outcome-feed/): Which question areas does an instrument inform?
- [What an instrument informs: Email Engagement](https://umi-graph.com/questions/what-an-instrument-informs/email-engagement/): Which question areas does an instrument inform?
- [What an instrument informs: SMS Delivery & Engagement](https://umi-graph.com/questions/what-an-instrument-informs/sms-delivery-and-engagement/): Which question areas does an instrument inform?
- [What an instrument informs: Paid Media Delivery](https://umi-graph.com/questions/what-an-instrument-informs/paid-media-delivery/): Which question areas does an instrument inform?
- [What an instrument informs: Paid Search Cost & Conversion Tracking](https://umi-graph.com/questions/what-an-instrument-informs/paid-search-cost-and-conversion-tracking/): Which question areas does an instrument inform?
- [What an instrument informs: Media Cost at Tactic](https://umi-graph.com/questions/what-an-instrument-informs/media-cost-at-tactic/): Which question areas does an instrument inform?
- [What an instrument informs: Offline Delivery Volume](https://umi-graph.com/questions/what-an-instrument-informs/offline-delivery-volume/): Which question areas does an instrument inform?
- [What an instrument informs: Organic Search Visibility](https://umi-graph.com/questions/what-an-instrument-informs/organic-search-visibility/): Which question areas does an instrument inform?
- [What an instrument informs: AI Citation Tracking](https://umi-graph.com/questions/what-an-instrument-informs/ai-citation-tracking/): Which question areas does an instrument inform?
- [What an instrument informs: AI Response Monitoring](https://umi-graph.com/questions/what-an-instrument-informs/ai-response-monitoring/): Which question areas does an instrument inform?
- [What an instrument informs: Brand Mention Tracking](https://umi-graph.com/questions/what-an-instrument-informs/brand-mention-tracking/): Which question areas does an instrument inform?
- [What an instrument informs: Video Answer Tracking](https://umi-graph.com/questions/what-an-instrument-informs/video-answer-tracking/): Which question areas does an instrument inform?
- [What an instrument informs: Schema Coverage Audit](https://umi-graph.com/questions/what-an-instrument-informs/schema-coverage-audit/): Which question areas does an instrument inform?
- [What an instrument informs: Page Experience Tracking](https://umi-graph.com/questions/what-an-instrument-informs/page-experience-tracking/): Which question areas does an instrument inform?
- [What an instrument informs: Social Listening](https://umi-graph.com/questions/what-an-instrument-informs/social-listening/): Which question areas does an instrument inform?
- [What an instrument informs: Consumer Sentiment](https://umi-graph.com/questions/what-an-instrument-informs/consumer-sentiment/): Which question areas does an instrument inform?
- [What an instrument informs: Lapse Detection](https://umi-graph.com/questions/what-an-instrument-informs/lapse-detection/): Which question areas does an instrument inform?
- [What an instrument informs: Propensity Scoring](https://umi-graph.com/questions/what-an-instrument-informs/propensity-scoring/): Which question areas does an instrument inform?
- [What an instrument informs: Referral Tracking](https://umi-graph.com/questions/what-an-instrument-informs/referral-tracking/): Which question areas does an instrument inform?
- [What an instrument informs: Partner Handoff Feed](https://umi-graph.com/questions/what-an-instrument-informs/partner-handoff-feed/): Which question areas does an instrument inform?
- [What an instrument informs: Consent Record](https://umi-graph.com/questions/what-an-instrument-informs/consent-record/): Which question areas does an instrument inform?
- [What an instrument informs: Contribution Margin Feed](https://umi-graph.com/questions/what-an-instrument-informs/contribution-margin-feed/): Which question areas does an instrument inform?
- [Which readings a rate divides: Return on Ad Spend](https://umi-graph.com/questions/which-readings-a-rate-divides/return-on-ad-spend/): Which reading does a rate take as its numerator, and which as its denominator?
- [Which readings a rate divides: Revenue per Lead](https://umi-graph.com/questions/which-readings-a-rate-divides/revenue-per-lead/): Which reading does a rate take as its numerator, and which as its denominator?
- [Which readings a rate divides: Revenue per Conversion](https://umi-graph.com/questions/which-readings-a-rate-divides/revenue-per-conversion/): Which reading does a rate take as its numerator, and which as its denominator?
- [Which readings a rate divides: Click-through Rate](https://umi-graph.com/questions/which-readings-a-rate-divides/click-through-rate/): Which reading does a rate take as its numerator, and which as its denominator?
- [Which readings a rate divides: Visibility Momentum](https://umi-graph.com/questions/which-readings-a-rate-divides/visibility-momentum/): Which reading does a rate take as its numerator, and which as its denominator?
- [Which readings a rate divides: Frequency](https://umi-graph.com/questions/which-readings-a-rate-divides/frequency/): Which reading does a rate take as its numerator, and which as its denominator?
- [What a rate is counted against: First-Time Visit Share](https://umi-graph.com/questions/what-a-rate-is-counted-against/first-time-visit-share/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Qualified Visit Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/qualified-visit-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Content Engagement Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/content-engagement-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Video Completion Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/video-completion-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Form Start to Submit Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/form-start-to-submit-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Conversion Flow Completion Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/conversion-flow-completion-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Fulfilment Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/fulfilment-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Account Activation Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/account-activation-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Lead to Conversion Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/lead-to-conversion-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Lead to Modelled Conversion Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/lead-to-modelled-conversion-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Attributed-Conversion Share](https://umi-graph.com/questions/what-a-rate-is-counted-against/attributed-conversion-share/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Referral Conversion Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/referral-conversion-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Cost per Lead](https://umi-graph.com/questions/what-a-rate-is-counted-against/cost-per-lead/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Cost per Conversion](https://umi-graph.com/questions/what-a-rate-is-counted-against/cost-per-conversion/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Paid Search Efficiency](https://umi-graph.com/questions/what-a-rate-is-counted-against/paid-search-efficiency/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Email Engagement Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/email-engagement-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: SMS Engagement Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/sms-engagement-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Organic Visibility Share](https://umi-graph.com/questions/what-a-rate-is-counted-against/organic-visibility-share/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Citation Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/citation-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Mention Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/mention-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Share of Voice](https://umi-graph.com/questions/what-a-rate-is-counted-against/share-of-voice/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Schema Coverage](https://umi-graph.com/questions/what-a-rate-is-counted-against/schema-coverage/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Advocacy Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/advocacy-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Position](https://umi-graph.com/questions/what-a-rate-is-counted-against/position/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Hallucination Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/hallucination-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Post-Citation Click-through Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/post-citation-click-through-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Lapse Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/lapse-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Likely-to-Lapse Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/likely-to-lapse-rate/): Which instrument does a rate count in its denominator?
- [What a rate is counted against: Opt-out Rate](https://umi-graph.com/questions/what-a-rate-is-counted-against/opt-out-rate/): Which instrument does a rate count in its denominator?
- [Over which window a formula computes: Reactivation rate formula](https://umi-graph.com/questions/over-which-window-a-formula-computes/reactivation-rate-formula/): Over which time window does a formula compute?
- [Over which window a formula computes: Customer lifetime value formula](https://umi-graph.com/questions/over-which-window-a-formula-computes/customer-lifetime-value-formula/): Over which time window does a formula compute?
- [Which design an attribution model is a case of: First Touch](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/first-touch/): Which evidence design is an attribution model a case of?
- [Which design an attribution model is a case of: Last Touch](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/last-touch/): Which evidence design is an attribution model a case of?
- [Which design an attribution model is a case of: Linear](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/linear/): Which evidence design is an attribution model a case of?
- [Which design an attribution model is a case of: Time Decay](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/time-decay/): Which evidence design is an attribution model a case of?
- [Which design an attribution model is a case of: Position Based](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/position-based/): Which evidence design is an attribution model a case of?
- [Which design an attribution model is a case of: Data Driven](https://umi-graph.com/questions/which-design-an-attribution-model-is-a-case-of/data-driven/): Which evidence design is an attribution model a case of?
- [In what unit a parameter is measured: Attribution lookback window](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/attribution-lookback-window/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Viewable pixel share](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/viewable-pixel-share/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Viewable time](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/viewable-time/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Minimum detectable effect](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/minimum-detectable-effect/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Statistical power](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/statistical-power/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Significance level](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/significance-level/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Holdout share](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/holdout-share/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Incrementality factor](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/incrementality-factor/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Frequency cap](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/frequency-cap/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Session timeout](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/session-timeout/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Retention period](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/retention-period/): In what unit is a parameter measured?
- [In what unit a parameter is measured: Discount rate](https://umi-graph.com/questions/in-what-unit-a-parameter-is-measured/discount-rate/): In what unit is a parameter measured?
- [Which metrics a parameter sets: Incrementality factor](https://umi-graph.com/questions/which-metrics-a-parameter-sets/incrementality-factor/): Which metrics does a parameter set?
- [Which metrics a parameter sets: Discount rate](https://umi-graph.com/questions/which-metrics-a-parameter-sets/discount-rate/): Which metrics does a parameter set?
- [Which attribution models a parameter sets: Attribution lookback window](https://umi-graph.com/questions/which-attribution-models-a-parameter-sets/attribution-lookback-window/): Which attribution models does a parameter set?
- [Which evidence designs a parameter sets: Minimum detectable effect](https://umi-graph.com/questions/which-evidence-designs-a-parameter-sets/minimum-detectable-effect/): Which evidence designs does a parameter set?
- [Which evidence designs a parameter sets: Statistical power](https://umi-graph.com/questions/which-evidence-designs-a-parameter-sets/statistical-power/): Which evidence designs does a parameter set?
- [Which evidence designs a parameter sets: Significance level](https://umi-graph.com/questions/which-evidence-designs-a-parameter-sets/significance-level/): Which evidence designs does a parameter set?
- [Which evidence designs a parameter sets: Holdout share](https://umi-graph.com/questions/which-evidence-designs-a-parameter-sets/holdout-share/): Which evidence designs does a parameter set?
- [Which instruments a parameter sets: Viewable pixel share](https://umi-graph.com/questions/which-instruments-a-parameter-sets/viewable-pixel-share/): Which instruments does a parameter set?
- [Which instruments a parameter sets: Viewable time](https://umi-graph.com/questions/which-instruments-a-parameter-sets/viewable-time/): Which instruments does a parameter set?
- [Which instruments a parameter sets: Session timeout](https://umi-graph.com/questions/which-instruments-a-parameter-sets/session-timeout/): Which instruments does a parameter set?
- [Which purposes a parameter bounds: Retention period](https://umi-graph.com/questions/which-purposes-a-parameter-bounds/retention-period/): Which processing purposes does a parameter bound?
- [Which tactics a parameter constrains: Frequency cap](https://umi-graph.com/questions/which-tactics-a-parameter-constrains/frequency-cap/): Which tactics does a parameter constrain?
- [By which design a parameter is calibrated: Attribution lookback window](https://umi-graph.com/questions/by-which-design-a-parameter-is-calibrated/attribution-lookback-window/): By which evidence design is a parameter calibrated?
- [By which design a parameter is calibrated: Incrementality factor](https://umi-graph.com/questions/by-which-design-a-parameter-is-calibrated/incrementality-factor/): By which evidence design is a parameter calibrated?
- [On what basis a parameter defaults: Attribution lookback window](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/attribution-lookback-window/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Viewable pixel share](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/viewable-pixel-share/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Viewable time](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/viewable-time/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Minimum detectable effect](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/minimum-detectable-effect/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Statistical power](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/statistical-power/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Significance level](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/significance-level/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Holdout share](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/holdout-share/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Incrementality factor](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/incrementality-factor/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Frequency cap](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/frequency-cap/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Session timeout](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/session-timeout/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Retention period](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/retention-period/): On what basis does a parameter take its default value?
- [On what basis a parameter defaults: Discount rate](https://umi-graph.com/questions/on-what-basis-a-parameter-defaults/discount-rate/): On what basis does a parameter take its default value?
- [Which surfaces a channel includes: Search](https://umi-graph.com/questions/which-surfaces-a-channel-includes/search/): Which surfaces does a channel include?
- [Which surfaces a channel includes: AI Referral](https://umi-graph.com/questions/which-surfaces-a-channel-includes/ai-referral/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Social](https://umi-graph.com/questions/which-surfaces-a-channel-includes/social/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Video](https://umi-graph.com/questions/which-surfaces-a-channel-includes/video/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Audio](https://umi-graph.com/questions/which-surfaces-a-channel-includes/audio/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Display](https://umi-graph.com/questions/which-surfaces-a-channel-includes/display/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Referral](https://umi-graph.com/questions/which-surfaces-a-channel-includes/referral/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Email](https://umi-graph.com/questions/which-surfaces-a-channel-includes/email/): Which surfaces does a channel include?
- [Which surfaces a channel includes: SMS](https://umi-graph.com/questions/which-surfaces-a-channel-includes/sms/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Phone Call](https://umi-graph.com/questions/which-surfaces-a-channel-includes/phone-call/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Direct Mail](https://umi-graph.com/questions/which-surfaces-a-channel-includes/direct-mail/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Print](https://umi-graph.com/questions/which-surfaces-a-channel-includes/print/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Out of Home](https://umi-graph.com/questions/which-surfaces-a-channel-includes/out-of-home/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Public Relations](https://umi-graph.com/questions/which-surfaces-a-channel-includes/public-relations/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Events](https://umi-graph.com/questions/which-surfaces-a-channel-includes/events/): Which surfaces does a channel include?
- [Which surfaces a channel includes: Sponsorship](https://umi-graph.com/questions/which-surfaces-a-channel-includes/sponsorship/): Which surfaces does a channel include?
- [Which content types reach a channel: Social](https://umi-graph.com/questions/which-content-types-reach-a-channel/social/): Which content types are delivered on the surfaces a channel includes?
- [Which content types reach a channel: Video](https://umi-graph.com/questions/which-content-types-reach-a-channel/video/): Which content types are delivered on the surfaces a channel includes?
- [Which content types reach a channel: Audio](https://umi-graph.com/questions/which-content-types-reach-a-channel/audio/): Which content types are delivered on the surfaces a channel includes?
- [Which content types reach a channel: Email](https://umi-graph.com/questions/which-content-types-reach-a-channel/email/): Which content types are delivered on the surfaces a channel includes?
- [Which content types reach a channel: SMS](https://umi-graph.com/questions/which-content-types-reach-a-channel/sms/): Which content types are delivered on the surfaces a channel includes?
- [Which content types reach a channel: Out of Home](https://umi-graph.com/questions/which-content-types-reach-a-channel/out-of-home/): Which content types are delivered on the surfaces a channel includes?
- [Which content types reach a channel: Public Relations](https://umi-graph.com/questions/which-content-types-reach-a-channel/public-relations/): Which content types are delivered on the surfaces a channel includes?
- [Which facts a channel yields: Search](https://umi-graph.com/questions/which-facts-a-channel-yields/search/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: AI Referral](https://umi-graph.com/questions/which-facts-a-channel-yields/ai-referral/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Social](https://umi-graph.com/questions/which-facts-a-channel-yields/social/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Video](https://umi-graph.com/questions/which-facts-a-channel-yields/video/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Audio](https://umi-graph.com/questions/which-facts-a-channel-yields/audio/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Display](https://umi-graph.com/questions/which-facts-a-channel-yields/display/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Referral](https://umi-graph.com/questions/which-facts-a-channel-yields/referral/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Email](https://umi-graph.com/questions/which-facts-a-channel-yields/email/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: SMS](https://umi-graph.com/questions/which-facts-a-channel-yields/sms/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Phone Call](https://umi-graph.com/questions/which-facts-a-channel-yields/phone-call/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Direct Mail](https://umi-graph.com/questions/which-facts-a-channel-yields/direct-mail/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Print](https://umi-graph.com/questions/which-facts-a-channel-yields/print/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Out of Home](https://umi-graph.com/questions/which-facts-a-channel-yields/out-of-home/): Which facts are captured on the surfaces a channel includes?
- [Which facts a channel yields: Public Relations](https://umi-graph.com/questions/which-facts-a-channel-yields/public-relations/): Which facts are captured on the surfaces a channel includes?
- [Who delivers in a channel: Search](https://umi-graph.com/questions/who-delivers-in-a-channel/search/): Which vendors deliver in a channel?
- [Who delivers in a channel: Social](https://umi-graph.com/questions/who-delivers-in-a-channel/social/): Which vendors deliver in a channel?
- [Who delivers in a channel: Video](https://umi-graph.com/questions/who-delivers-in-a-channel/video/): Which vendors deliver in a channel?
- [Who delivers in a channel: Display](https://umi-graph.com/questions/who-delivers-in-a-channel/display/): Which vendors deliver in a channel?
- [Who delivers in a channel: SMS](https://umi-graph.com/questions/who-delivers-in-a-channel/sms/): Which vendors deliver in a channel?
- [What a content type corresponds to elsewhere: FAQ Page](https://umi-graph.com/questions/what-a-content-type-corresponds-to-elsewhere/faq-page/): What does a content type correspond to in a vocabulary published by someone else?
- [What a content type corresponds to elsewhere: Blog Post](https://umi-graph.com/questions/what-a-content-type-corresponds-to-elsewhere/blog-post/): What does a content type correspond to in a vocabulary published by someone else?
- [What a content type corresponds to elsewhere: How-To Guide](https://umi-graph.com/questions/what-a-content-type-corresponds-to-elsewhere/how-to-guide/): What does a content type correspond to in a vocabulary published by someone else?

## Terms also known by other names

- [Campaign flight](https://umi-graph.com/time-windows/campaign-flight/) (also called Flight): Time Windows
- [Pseudonymous](https://umi-graph.com/identity-levels/pseudonymous/) (also called Pseudonymised): Identity Levels
- [Known](https://umi-graph.com/identity-levels/known/) (also called Identified): Identity Levels
- [Account Holder](https://umi-graph.com/consumer-states/account-holder/) (also called Customer): Consumer States
- [Lapsed](https://umi-graph.com/consumer-states/lapsed/) (also called Churned): Consumer States
- [Lapsed](https://umi-graph.com/journey-states/lapsed/) (also called Churned): Journey States
- [Product / Service Page](https://umi-graph.com/content-types/product-service-page/) (also called Product detail page, PDP): Content Types
- [FAQ Page](https://umi-graph.com/content-types/faq-page/) (also called Frequently asked questions): Content Types
- [How-To Guide](https://umi-graph.com/content-types/how-to-guide/) (also called Tutorial): Content Types
- [Social Carousel](https://umi-graph.com/content-types/social-carousel/) (also called Carousel post): Content Types
- [Short Video / Reel](https://umi-graph.com/content-types/short-video-reel/) (also called Short-form video): Content Types
- [Whitepaper / eBook](https://umi-graph.com/content-types/whitepaper-ebook/) (also called White paper): Content Types
- [Single Visual](https://umi-graph.com/creative-formats/single-visual/) (also called Static image): Creative Formats
- [Visual Sequence](https://umi-graph.com/creative-formats/visual-sequence/) (also called Carousel): Creative Formats
- [Motion Video](https://umi-graph.com/creative-formats/motion-video/) (also called Video): Creative Formats
- [Sound](https://umi-graph.com/creative-formats/sound/) (also called Audio): Creative Formats
- [Inline Rectangle](https://umi-graph.com/creative-size-specifications/inline-rectangle/) (also called Medium rectangle): Creative Size Specifications
- [Social](https://umi-graph.com/channel/social/) (also called Social media): Channel
- [Email](https://umi-graph.com/channel/email/) (also called E-mail): Channel
- [SMS](https://umi-graph.com/channel/sms/) (also called Text messaging): Channel
- [Out of Home](https://umi-graph.com/channel/out-of-home/) (also called OOH): Channel
- [Public Relations](https://umi-graph.com/channel/public-relations/) (also called PR): Channel
- [Search Results](https://umi-graph.com/surface/search-results/) (also called SERP, Search engine results page): Surface
- [Call Center](https://umi-graph.com/surface/call-center/) (also called Call centre, Contact centre): Surface
- [Salesforce Marketing Cloud](https://umi-graph.com/technology-platforms/salesforce-marketing-cloud/) (also called SFMC): Technology Platforms
- [Salesforce Datorama](https://umi-graph.com/technology-platforms/salesforce-datorama/) (also called Marketing Cloud Intelligence): Technology Platforms
- [Google Analytics 4](https://umi-graph.com/technology-platforms/google-analytics-4/) (also called GA4): Technology Platforms
- [Google Search Console](https://umi-graph.com/technology-platforms/google-search-console/) (also called GSC): Technology Platforms
- [Google Campaign Manager 360](https://umi-graph.com/technology-platforms/google-campaign-manager-360/) (also called CM360): Technology Platforms
- [Google CrUX](https://umi-graph.com/technology-platforms/google-crux/) (also called Chrome UX Report): Technology Platforms
- [Meta](https://umi-graph.com/vendor/meta/) (also called Facebook): Vendor
- [Contract](https://umi-graph.com/lawful-bases/contract/) (also called Contractual necessity): Lawful Bases
- [Public Task](https://umi-graph.com/lawful-bases/public-task/) (also called Public interest): Lawful Bases
- [Legitimate Interests](https://umi-graph.com/lawful-bases/legitimate-interests/) (also called Legitimate interest): Lawful Bases
- [Targeted Advertising](https://umi-graph.com/processing-purposes/targeted-advertising/) (also called Behavioural advertising): Processing Purposes
- [Personalisation](https://umi-graph.com/processing-purposes/personalisation/) (also called Personalization): Processing Purposes
- [Customer Relationship Management](https://umi-graph.com/processing-purposes/customer-relationship-management/) (also called CRM): Processing Purposes
- [Acquisition](https://umi-graph.com/campaign-purpose/acquisition/) (also called Customer acquisition): Campaign Purpose
- [Retention](https://umi-graph.com/campaign-purpose/retention/) (also called Customer retention): Campaign Purpose
- [Reactivation](https://umi-graph.com/campaign-purpose/reactivation/) (also called Win-back): Campaign Purpose
- [Assistant answer](https://umi-graph.com/events/assistant-answer/) (also called AI answer): Events
- [Assistant citation](https://umi-graph.com/events/assistant-citation/) (also called AI citation): Events
- [First Touch](https://umi-graph.com/attribution-models/first-touch/) (also called First click): Attribution Models
- [Last Touch](https://umi-graph.com/attribution-models/last-touch/) (also called Last click): Attribution Models
- [Linear](https://umi-graph.com/attribution-models/linear/) (also called Even credit): Attribution Models
- [Position Based](https://umi-graph.com/attribution-models/position-based/) (also called U-shaped, Position-based): Attribution Models
- [Data Driven](https://umi-graph.com/attribution-models/data-driven/) (also called Algorithmic): Attribution Models
- [Holdout experiment](https://umi-graph.com/evidence-designs/holdout-experiment/) (also called Randomised controlled trial, A/B test): Evidence Designs
- [Matched-market test](https://umi-graph.com/evidence-designs/matched-market-test/) (also called Synthetic control): Evidence Designs
- [Marketing mix model](https://umi-graph.com/evidence-designs/marketing-mix-model/) (also called Media mix model): Evidence Designs
- [Attribution lookback window](https://umi-graph.com/parameters/attribution-lookback-window/) (also called Lookback window, Conversion window): Parameters
- [Person](https://umi-graph.com/event-grain/person/) (also called Individual): Event Grain
- [Total](https://umi-graph.com/measure-form/total/) (also called Sum): Measure Form
- [Share](https://umi-graph.com/measure-form/share/) (also called Proportion): Measure Form
- [Change](https://umi-graph.com/measure-form/change/) (also called Delta): Measure Form
- [Percent](https://umi-graph.com/units/percent/) (also called %): Units
- [Currency](https://umi-graph.com/units/currency/) (also called Money): Units
- [Site Visits](https://umi-graph.com/metrics/site-visits/) (also called Sessions): Metrics
- [Video Completion Rate](https://umi-graph.com/metrics/video-completion-rate/) (also called VCR): Metrics
- [Lead Count](https://umi-graph.com/metrics/lead-count/) (also called Leads): Metrics
- [Conversion Count](https://umi-graph.com/metrics/conversion-count/) (also called Conversions): Metrics
- [Reactivation Rate](https://umi-graph.com/metrics/reactivation-rate/) (also called Win-back rate): Metrics
- [Media Cost](https://umi-graph.com/metrics/media-cost/) (also called Media spend, Spend): Metrics
- [Cost per Lead](https://umi-graph.com/metrics/cost-per-lead/) (also called CPL): Metrics
- [Cost per Conversion](https://umi-graph.com/metrics/cost-per-conversion/) (also called CPA, Cost per acquisition): Metrics
- [Ad Impressions](https://umi-graph.com/metrics/ad-impressions/) (also called Impressions): Metrics
- [Ad Clicks](https://umi-graph.com/metrics/ad-clicks/) (also called Clicks): Metrics
- [Share of Voice](https://umi-graph.com/metrics/share-of-voice/) (also called SOV): Metrics
- [Return on Ad Spend](https://umi-graph.com/metrics/return-on-ad-spend/) (also called ROAS): Metrics
- [Click-through Rate](https://umi-graph.com/metrics/click-through-rate/) (also called CTR): Metrics
- [Customer Lifetime Value](https://umi-graph.com/metrics/customer-lifetime-value/) (also called CLV, LTV): Metrics
- [Reach](https://umi-graph.com/metrics/reach/) (also called Unique reach): Metrics
- [Position](https://umi-graph.com/metrics/position/) (also called Rank): Metrics
- [Lapse Rate](https://umi-graph.com/metrics/lapse-rate/) (also called Churn rate): Metrics
- [Frequency](https://umi-graph.com/metrics/frequency/) (also called Average frequency): Metrics
- [Opt-out Rate](https://umi-graph.com/metrics/opt-out-rate/) (also called Unsubscribe rate): Metrics
- [Contribution Margin](https://umi-graph.com/metrics/contribution-margin/) (also called Contribution, Margin): Metrics
- [Answer Visibility](https://umi-graph.com/goals/answer-visibility/) (also called AI visibility): Goals
- [Lead Totals](https://umi-graph.com/kpis/lead-totals/) (also called Leads): KPIs
- [Conversion Totals](https://umi-graph.com/kpis/conversion-totals/) (also called Conversions): KPIs
- [Conversion Rate](https://umi-graph.com/kpis/conversion-rate/) (also called CVR): KPIs
- [Site Visits](https://umi-graph.com/kpis/site-visits/) (also called Sessions): KPIs
- [Page Experience (Core Web Vitals)](https://umi-graph.com/kpis/page-experience-core-web-vitals/) (also called CWV): KPIs
- [Share of Voice](https://umi-graph.com/kpis/share-of-voice/) (also called SOV): KPIs
- [Video Completion Rate](https://umi-graph.com/kpis/video-completion-rate/) (also called VCR): KPIs
- [Reactivation Rate](https://umi-graph.com/kpis/reactivation-rate/) (also called Win-back rate): KPIs
- [Cost per Lead](https://umi-graph.com/kpis/cost-per-lead/) (also called CPL): KPIs
- [Cost per Conversion](https://umi-graph.com/kpis/cost-per-conversion/) (also called CPA, Cost per acquisition): KPIs
- [Return on Ad Spend](https://umi-graph.com/kpis/return-on-ad-spend/) (also called ROAS): KPIs
- [Click-through Rate](https://umi-graph.com/kpis/click-through-rate/) (also called CTR): KPIs
- [Customer Lifetime Value](https://umi-graph.com/kpis/customer-lifetime-value/) (also called CLV, LTV): KPIs
- [Reach](https://umi-graph.com/kpis/reach/) (also called Unique reach): KPIs
- [Position](https://umi-graph.com/kpis/position/) (also called Rank): KPIs
- [Lapse Rate](https://umi-graph.com/kpis/lapse-rate/) (also called Churn rate): KPIs
- [Opt-out Rate](https://umi-graph.com/kpis/opt-out-rate/) (also called Unsubscribe rate): KPIs

## What may be done with the parts

The engine that binds a pattern to rows is published at /binding.json beside everything it binds against, and these are the operations it and the site perform. Each names what it takes, what it gives and what it reads.

- **stand**: Every pattern a term can stand in, and the role it would fill. A role names a kind, so any term of that kind can be pinned there. Takes a row; gives offers: one pattern and role per role the row's kind can fill. Reads https://umi-graph.com/binding.json.
- **hold**: A shape held to the grammar before it binds: every role names a kind, every edge names a declared relationship running between the kinds its roles name, nothing crosses a grounding, the shape is one thing, and a pinned term is of its role's kind. A shape an agent composes is held exactly as one an author declared. Takes a shape: roles, edges and pins; gives nothing, or every way the shape departs from the grammar. Reads https://umi-graph.com/binding.json.
- **bind**: Every complete binding of a pattern's roles to rows, with any roles pinned. Empty where the shape does not occur, and saying so is the point. Takes a pattern and roles pinned to rows, or none; gives bindings: one row per role, each. Reads https://umi-graph.com/binding.json.
- **draw**: How a bound pattern draws itself, read off how many roles and how many bindings it turned out to have, against the law's conditions. Takes a count of roles and a count of bindings; gives one way of drawing: sentence, list, chain or table. Reads https://umi-graph.com/binding.json.
- **compose**: A view from one row: each pattern it names bound with the row pinned at the root, so a job is done from where the reader stands. Takes a view and a row of its starting kind; gives one set of bindings per pattern the view names. Reads https://umi-graph.com/binding.json.
- **carry**: Bound rows as a table a reader takes away: one column per role, one line per binding, as Markdown or a file. Takes columns and bindings; gives a table.
- **set**: A value a reader holds against a parameter, in the parameter’s unit and on a stated basis: the business’s own context. A parameter value is part of a context and not a thing of its own, so it is held inside the profile, under the profile’s key, read by every page that shows the parameter, carried in the profile’s address when shared, and written to the model by nothing. Takes parameter and value and unit and basis; gives a setting.
- **ask**: A question in a reader’s words, matched where the reader is and by words alone to the questions and shapes the model declares, by their phrasings, labels, kind nouns and verbs, and, where the words name kinds with a road between them, to a shape of those kinds composed on the spot and held by the same grammar. Declared first, composed second; a model is offered nothing here, and nothing typed leaves the browser. The build holds the matcher to finding every declared question from that question’s own words. Takes a question in the reader’s words; gives declared questions and shapes to open on the board, or a shape of the kinds named.
- **profile**: A profile: the wireframe of a marketing model for one context, said in the reader’s words. The kinds in play and, where a kind is a closed vocabulary, which of its terms; the roads the grammar declares between those kinds; the questions answerable within them and the deliverables those questions compose; the values held against the parameters those kinds set; and any road’s bound tightened for the context. Every part names a thing the ground declares and nothing else: a profile selects and constrains the vocabulary and never extends it. Composed from what the reader’s words reach, the questions, the kinds and the terms the model names, held to the grammar before anything is carried, kept in the browser under the key declared here, carried whole in an address when shared, and written to the model by nothing. In the standards this model is built on it is an application profile, and it leaves as the tabular form of one, as one document, and as a module of the ontology named exactly as the ontology names it. Takes the situation in the reader’s words and the kinds kept and dropped and terms chosen of a closed vocabulary in play and values against parameters and bounds tightened; gives a profile: an application profile over the vocabulary, as a table in the standard’s columns, as one document, and as a module of the ontology. Reads https://umi-graph.com/binding.json.

## Files a machine may read

Each is a projection the law declares and serves as a file: where it answers, what it is cut from and what serves it are stated there, and the build refuses a site where one is missing.

- [graph](https://umi-graph.com/graph.json): The whole record: every kind, row, relationship, commitment, source, check, pattern, view and deliverable in one file, with the digest of the ground it was built from.
- [binding](https://umi-graph.com/binding.json): The parts an engine binds against: the rows, every assertion indexed by relationship, the relationship specifications, the pattern and view declarations, the drawing rule and the operations. The nouns, the grammar and the verbs, none of the prose, about a sixth of the whole record.
- [walk](https://umi-graph.com/walk-index.json): The rows and the relationships a reader may walk between them, as short arrays: the steps of a walk and nothing else.
- [search](https://umi-graph.com/search-index.json): A label, an address and a kind per page: the page set without the pages.
- [llms](https://umi-graph.com/llms.txt): What the site holds, in the shape llmstxt.org asks for: a title, a summary, an account of how the site is built, then sections of links per page type, the operations, and these projections.
- [sitemap](https://umi-graph.com/sitemap.xml): The index of sitemaps, one child per page type.
- [robots](https://umi-graph.com/robots.txt): Every crawler welcomed, the answer-engine crawlers by name, and the sitemap named.
- [ontology](https://umi-graph.com/standards/ontology.ttl): The kinds as OWL classes and SKOS concept schemes, the relationships as object properties with domain, range and named inverse, and the composed layer as classes of its own.
- [individuals](https://umi-graph.com/standards/graph.ttl): Every row as an individual and a concept, every assertion as a triple, every pattern, view and deliverable as an individual, and what replaced a moved address, with the build's provenance.
- [shapes](https://umi-graph.com/standards/shapes.ttl): What a conforming graph must hold, as SHACL, validated on every push by a validator that is not this build.
- [queries](https://umi-graph.com/standards/patterns.rq): Each declared pattern as a SPARQL query over the triples: one variable per role, one triple per edge.
- [schema](https://umi-graph.com/schema/graph.schema.json): The shape of graph.json as JSON Schema 2020-12, generated from the law; the schema of every authored file sits beside it under the same name.

## Optional

- [Relationships](https://umi-graph.com/relationships/): every verb one kind may use of another, with its inverse and the kind of claim it makes
- [Build checks](https://umi-graph.com/checks/): what is verified on every build
- [The model as files](https://umi-graph.com/exports/): every file the model is published as, at one address a person reads before a tool does
- [What this model hands over](https://umi-graph.com/deliverables/): what the model hands over: each deliverable a bundle of declared views, tables for reference and jobs for doing, read off the same rows