> For the complete documentation index, see [llms.txt](https://docs.smaq.io/documentation/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.smaq.io/documentation/concepts.md).

# Concepts & glossary

### Project

The top-level workspace for a single brand, client, or business unit. Connections, datablocks, dashboards, media plans, and automations all live inside a project. Most organizations have one project per client.

### Organization

The account that owns one or more projects. Billing, member roles, and credit pools are managed at the org level — projects inherit from the org's subscription.

### Connection

An authenticated link to an external data source — Google Ads, Meta, GA4, a SQL database, etc. One connection can power many datablocks. See [Connections overview](/documentation/connections/connections.md).

### Datablock

A reusable query — the foundational building block of SMAQ. A datablock specifies a connection, the metrics and dimensions you want, optional filters, and a date range. Once defined, you can drop the same datablock onto any dashboard, reference it in chat, or use it as input to an automation.

Two flavors:

* **Global datablocks** — Pre-built by SMAQ for common patterns (campaign performance overview, GA4 channel mix, etc.). Available in every project.
* **Project datablocks** — Custom datablocks you create for your project's unique needs. See [Create project datablocks](/documentation/features/datablocks/create-project-datablocks.md).

### Custom metric

A formula-based KPI built on top of one or more datablock columns — e.g. `Revenue / Spend = ROAS`, or `(Conversions − Refunds) / Sessions`. Custom metrics are usable anywhere a regular metric is. See [Custom metrics](/documentation/features/datablocks/custom-metrics.md).

### Dashboard

A multi-page canvas of charts, tables, metric cards, and text. Dashboards have **pages** (tabs), **widgets** (the charts and tables), **filters** (waterfall: dashboard → page → chart), and **snapshots** (read-only archives). See [Dashboard overview](/documentation/features/dashboard.md).

### Widget

Any block on a dashboard — chart, table, pivot table, metric card, text block, image, AI Insight box, or a merged-table block.

### Snapshot

A read-only, point-in-time archive of a dashboard. Snapshots preserve the data exactly as it was, plus chat history and comments. See [Snapshots & version history](/documentation/features/dashboard/snapshots-and-versions.md).

### Report

A polished, presentation-ready document generated from a dashboard. Reports can be exported as PowerPoint (.pptx) and styled with your report theme. See [Reports overview](/documentation/features/reports.md).

### Playbook

A reusable analysis recipe — a named set of datablocks plus instructions that tell SMAQ AI exactly how you want a topic analyzed. When you ask the AI a question that matches a playbook, it runs the playbook instead of starting from scratch. See [Playbooks](/documentation/features/chat/playbooks.md).

### Automation

A scheduled or on-demand job that runs in the background — monitoring metrics, sending briefs, scanning competitor ads, surfacing trends, etc. SMAQ ships 28 automation types. See [Automations overview](/documentation/features/automations.md).

### Media plan

A budget allocation document for a campaign — flight dates, channels, budgets, KPI targets, and snapshots. Used to plan and track campaigns against goals. See [Media Plans overview](/documentation/features/media-plans.md).

### Command Center

A single screen that pulls live campaign signals across every connected platform into one prioritized worklist. See [Command Center](/documentation/features/command-center.md).

### Knowledge Base

The store of context SMAQ has about your business — campaigns ingested from connected platforms, your business profile, and any notes you've added. The AI uses this to ground its answers. See [Knowledge Base](/documentation/features/knowledge-base.md).

### Credit

The unit of AI usage in SMAQ. Every chat message, automation run, report generation, and audit consumes credits. Each subscription tier includes a monthly credit allowance; you can also buy [top-ups](/documentation/plans-and-billing/credits-and-top-ups.md).

### Role

A bundle of permissions assigned to a project member. Five user-assignable roles: Owner, Editor, Member, Viewer, Chat User. See [Member roles and access](/documentation/projects/manage-project-members/member-roles-and-access.md).

### Tier

Your organization's subscription level. The four V3 tiers are **Starter**, **Growth**, **Scale**, and **Agency**. See [Tiers explained](broken://pages/HOOsaBYkwAu0cfNo2Xy2).

### Trial / Restricted mode

New organizations get a 14-day Growth-tier trial with full features. If the trial expires without payment, the org enters **restricted mode** — limited credits, no automations running, reduced refresh frequency — until you subscribe. See [Trial & restricted mode](/documentation/plans-and-billing/trial-and-restricted.md).