Reference · 117 Terms

Mass Tort Advertising Glossary

The definitive reference for plaintiff law firm advertising, litigation marketing, and tort campaign management — 117 terms compiled by Mass Tort Ad Agency from 15 years and $250M+ in plaintiff Meta ad spend.

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AFFF (Aqueous Film-Forming Foam) Tort Tort Firefighting foam used extensively by military installations and airports since the 1960s, found to contain PFAS compounds linked to cancer.… Ad Fatigue Campaign The decline in campaign performance caused by a target audience being overexposed to the same creative assets. In mass tort advertising, ad … Adverse Event Intel A harmful outcome reported in connection with the use of a drug, medical device, or product. Adverse event data from the FDA's FAERS databas… Age of First Use Intake A qualifying intake criterion in addiction-related torts (social media, video games, sports betting) specifying that a claimant must have be… Attorney Advertising Disclaimer Legal A required disclosure statement accompanying mass tort advertisements that identifies the communication as attorney advertising, clarifies t… Attribution Window Campaign The attribution window is the defined time period during which a claimant's response action—such as a form submission, inbound call, or sign… Audience Exclusion Campaign The practice of removing existing claimants, prior converters, or disqualified prospects from active ad targeting pools. Proper exclusion li…

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Bard PowerPort Tort Tort Mass tort litigation against C.R. Bard (now BD) alleging that its PowerPort implantable vascular access port was defectively designed, causi… Bellwether Pool Legal The larger group of cases from which bellwether trial selections are made. Being included in the bellwether pool increases a case's leverage… Bellwether Trial Legal A small set of test cases selected within an MDL to be tried first, providing juries and parties with a realistic sense of case value and li… Bounce Rate (Intake) Intake The percentage of inbound claimant leads who exit the intake process without completing qualification. A high bounce rate signals a misalign… Bradford Hill Criteria Intel A set of nine epidemiological criteria used to evaluate whether an observed association between an exposure and a disease is likely causal. …

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CPM (Cost Per Mille) Campaign CPM, or cost per mille, is the price an advertiser pays for one thousand impressions of a mass tort ad, regardless of whether viewers click … CTR (Click-Through Rate) Campaign CTR (Click-Through Rate) is the percentage of users who click on a mass tort advertisement after seeing it, calculated by dividing total cli… Campaign Velocity Campaign The rate at which a tort campaign acquires signed retainers relative to the total available claimant pool. High velocity campaigns are those… Case Acquisition Cost Business Case acquisition cost is the total expenditure a plaintiff law firm incurs to sign a single retained claimant into a mass tort docket, calcu… Causation Signal Intel Any piece of scientific, epidemiological, or clinical evidence suggesting a causal link between a defendant product and plaintiff injury. St… Chain of Custody (Lead) Intake The documented sequence of possession and handling a lead undergoes from initial capture through signed retainer, recording every transfer b… Claimant Legal An individual who asserts they were harmed by a defendant's product, drug, device, or conduct, and who may be eligible to participate in mas… Class Action Legal A lawsuit in which a representative plaintiff sues on behalf of a large group of similarly situated individuals. Distinct from mass tort lit… Co-Counsel Agreement Legal A formal written contract between a referring plaintiff attorney and a mass tort lead counsel or litigation firm that governs the division o… Co-Counsel Origination Business The business model in which a referring ("originating") law firm signs clients through advertising and refers them to a national litigation … Common Benefit Fund Legal A court-ordered or negotiated fund established in mass tort and MDL proceedings to compensate attorneys who perform work benefiting all plai… Compliance Creative Campaign Ad creative designed to satisfy both platform policies (Meta, Google) and state bar attorney advertising rules. Mass tort ads operate under … Conversion Rate Campaign In mass tort advertising, conversion rate measures the percentage of ad-generated inquiries or leads that complete a qualifying intake step—… Conversions API (CAPI) Campaign Meta's server-side event tracking system that sends conversion data directly from a server to Meta, bypassing browser-based pixel limitation… Cost Per Case (CPC) Business The total advertising and intake expenditure required to acquire one signed retainer that meets full case qualification criteria. Distinct f… Cost Per Lead (CPL) Campaign The average advertising cost to generate one inbound claimant inquiry, regardless of whether the lead qualifies or signs. CPL is a useful ef… Creative Angle Campaign The core narrative or emotional framing used in a mass tort advertisement to connect a specific injury or harm to a targeted claimant popula… Custom Audience Campaign A Custom Audience is a targeted ad audience built by uploading a first-party data set—such as a list of prior claimants, website visitors, o…

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Daubert Standard Legal The federal evidentiary standard governing the admissibility of expert witness testimony. Under Daubert, a judge acts as gatekeeper to ensur… Dayparting Campaign Dayparting is the practice of scheduling mass tort ad spend to run only during specific hours or time blocks when target claimants are most … Depo-Provera Tort Tort Pfizer's injectable contraceptive linked in studies to increased meningioma risk. Active mass tort litigation as of 2025–2026 with cases con… Design Defect Legal A design defect is a flaw inherent in a product's blueprint or engineering specifications that makes the entire product line unreasonably da… Docket Legal The collection of signed cases a law firm holds in a particular mass tort litigation. "Building a docket" refers to the process of advertisi… Docket Velocity Business Docket velocity refers to the rate at which a mass tort plaintiff firm moves signed retainer clients through the litigation pipeline—from in… Drip Campaign Intake An automated sequence of email and SMS touchpoints delivered to prospects or existing clients over time to drive conversion or re-engagement… Dual Representation Risk Legal The ethical conflict that arises when a law firm represents multiple claimants in the same tort with potentially adverse interests in alloca…

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E-Signature (Retainer Execution) Intake E-signature retainer execution is the process by which a prospective mass tort claimant electronically signs a fee agreement and authorizati… Entry Window Intel The period in a tort's litigation lifecycle during which new claimants can be acquired at cost-effective rates before the market saturates. … Epidemiology (Mass Tort) Intel Epidemiology in mass tort litigation refers to the scientific study of disease frequency, distribution, and causation within exposed populat… EtO (Ethylene Oxide) Sterilization Tort Tort Mass tort litigation against commercial sterilization facilities that allegedly exposed surrounding communities to ethylene oxide, a known c… Exclusion Criteria Intake Factors that disqualify an otherwise interested claimant from a mass tort campaign. Common exclusion criteria include prior settlement of th…

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FAERS (FDA Adverse Event Reporting System) Intel The FDA's database of adverse event reports submitted by healthcare providers, manufacturers, and patients following use of drugs and medica… Facebook Advertising (Mass Tort) Campaign The dominant claimant acquisition channel for mass tort plaintiff firms, accounting for the majority of new signed retainers in most active … Failure to Warn Legal A products liability theory alleging that a manufacturer failed to adequately disclose known risks associated with a drug, device, or chemic… FireWatch Intel MTAA's proprietary early-warning system within TortIntel.ai that monitors emerging tort signals — new adverse event patterns, litigation fil… Frequency Cap Campaign A frequency cap is a campaign setting that limits the number of times a single user is exposed to a specific mass tort advertisement within … Full-Funnel Campaign Management Campaign An integrated approach to claimant acquisition that encompasses every stage from initial ad impression through signed retainer delivery. Ful…

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GLP-1 / Ozempic Litigation Tort Mass tort litigation against manufacturers of GLP-1 receptor agonist drugs (semaglutide, tirzepatide) including Ozempic, Wegovy, and Mounjar… General Causation Intel General causation is the scientific and legal threshold question of whether a drug, device, or toxic substance is capable of causing the typ… Global Settlement Legal A negotiated resolution that resolves all or substantially all cases in a mass tort docket in a single transaction. Global settlements are t…

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HIPAA-Conscious Targeting Campaign The practice of building mass tort ad audiences and intake flows without triggering HIPAA's restrictions on the use or disclosure of protect… Hair Relaxer Litigation Tort Mass tort litigation alleging that chemical hair straightening and relaxer products containing endocrine-disrupting compounds caused uterine… Hernia Mesh Tort Tort Mass tort litigation against manufacturers of surgical hernia mesh products that allegedly caused complications including mesh migration, in… Hook Rate Campaign Hook rate is the percentage of ad impressions or initial contacts that successfully capture a prospective claimant's attention long enough t…

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IVC Filter Tort Tort Mass tort litigation against manufacturers of inferior vena cava blood clot filters that allegedly fracture, migrate, or perforate organ wal… Intake Criteria Intake The specific qualifying requirements a claimant must meet to be accepted into a mass tort campaign as a signed retainer. Criteria are set by… Intake Script Intake A structured set of questions and prompts used by intake staff or call center agents to qualify mass tort claimants during initial contact, … Intake Velocity Intake The rate at which inbound claimant leads are processed through qualification and converted to signed retainers. Intake velocity is critical …

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Jacob Score Intel A proprietary 0–100 composite investment signal developed by Jacob Malherbe at Mass Tort Ad Agency for evaluating mass tort campaign viabili…

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Landing Page (Mass Tort) Campaign A dedicated web page optimized to convert claimant ad traffic into qualified leads or completed intake forms. Mass tort landing pages must b… Lead Aggregator Business A lead aggregator is a third-party company that generates, purchases, or collects mass tort claimant inquiries from multiple sources—such as… Lead Broker Business A lead broker is a third-party intermediary that acquires potential claimant leads—typically through its own media buys or aggregator networ… Lead Markup Business The practice by some mass tort marketing vendors of charging law firms more per lead than the underlying media cost, pocketing the spread as… Lead-to-Retainer Rate Intake Lead-to-retainer rate is the percentage of inbound mass tort leads that ultimately sign a retainer agreement with the plaintiff firm, calcul… Lien Resolution Legal Lien resolution is the process of identifying, negotiating, and satisfying third-party claims against a plaintiff's settlement proceeds, inc… Litigation Finance Legal Third-party funding provided to law firms or plaintiffs in exchange for a portion of the eventual settlement or verdict proceeds. In mass to… Litigation Maturity Intel One of the four components of the Jacob Score, measuring the stage of a tort's legal development from pre-filing through global settlement. … Lookalike Audience Campaign A lookalike audience is a targeting segment created by an ad platform—such as Meta or Google—that identifies prospective claimants who share… llms.txt Campaign A proposed standard for websites to communicate preferred AI crawler instructions in a structured plain-text file at the root domain. Analog…

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MDL (Multidistrict Litigation) Legal A federal judicial procedure under 28 U.S.C. § 1407 that consolidates cases with common factual questions pending in different federal distr… MDL Census Legal An MDL census is a court-ordered or case management process in which all plaintiffs consolidated within a multidistrict litigation are requi… Management Fee Model Business An agency compensation structure in which the agency earns a fixed percentage of total media spend managed, with no markup on leads, no cost… Mass Tort Legal Civil litigation involving large numbers of plaintiffs who have suffered similar injuries from the same product, drug, device, or toxic expo… Meta Advertising Campaign Paid advertising on Meta platforms — Facebook, Instagram, and Messenger — using Meta's Ads Manager platform. Meta advertising is the dominan…

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NEC (Necrotizing Enterocolitis) Baby Formula Tort Tort Mass tort litigation alleging that cow's milk-based premature infant formula manufactured by Abbott (Similac) and Mead Johnson (Enfamil) cau… No-Follow vs. Do-Follow Link Campaign SEO link classification determining whether a hyperlink passes domain authority ("link equity") to the destination site. Do-follow links — t…

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Odds Ratio Intel A statistical measure used in mass tort epidemiological and case-specific expert analysis to quantify the association between exposure to a … One-to-One Consent (TCPA) Legal One-to-one consent is a TCPA compliance standard requiring that a consumer's prior express written consent to receive autodialed or prerecor…

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PFAS / Forever Chemicals Tort Tort Mass tort litigation against manufacturers of per- and polyfluoroalkyl substances — a class of synthetic chemicals used in food packaging, c… PRR (Proportional Reporting Ratio) Intel A statistical measure used in pharmacovigilance to quantify disproportionate adverse event reporting for a specific drug-event combination i… Paraquat Tort Tort Mass tort litigation against manufacturers of paraquat dichloride, an agricultural herbicide linked to Parkinson's disease. Litigation is co… Pixel Event Campaign A tracked user action on a landing page or intake form that fires a signal to Meta's advertising platform for optimization and reporting. In… Plaintiff Fact Sheet (PFS) Legal A standardized questionnaire completed by each plaintiff in a mass tort litigation, typically required under a court-ordered discovery proto… Plaintiff Firm Legal A law firm that represents injured individuals (plaintiffs) against corporations, manufacturers, or other defendants in personal injury, mas… Plaintiff Steering Committee (PSC) Legal A Plaintiff Steering Committee (PSC) is a court-appointed group of plaintiff attorneys selected to coordinate and manage pretrial litigation… Pre-Qualification Intake Pre-qualification is the initial screening stage in mass tort intake during which a prospective claimant is evaluated against a defined set … Product Liability Legal Product liability is the area of law under which manufacturers, distributors, and retailers can be held legally responsible for injuries cau…

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Qualified Lead Intake A qualified lead in mass tort intake is a prospective claimant who has been screened against a campaign's specific eligibility criteria—such… Qualified Settlement Fund (QSF) Legal A Qualified Settlement Fund (QSF) is a court-supervised escrow entity established under IRC Section 468B that allows a defendant to transfer…

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ROAS (Return on Ad Spend) Campaign The ratio of revenue (or case value) generated to advertising dollars spent. In mass tort advertising, ROAS is best calculated using project… ROR (Reporting Odds Ratio) Intel The Reporting Odds Ratio (ROR) is a pharmacovigilance statistic used in disproportionality analysis of adverse event databases—such as the F… Referral Fee Business The attorney fee share paid by a national litigation firm to a referring co-counsel firm for originating and signing mass tort claimants. Re… Relative Risk Intel Relative risk is an epidemiological measure expressing how much more likely an exposed population is to develop a specific injury or disease… Retention Rate (Claimant) Intake The percentage of signed claimants who remain active in a plaintiff firm's docket through a defined milestone—such as case filing, settlemen… Roundup / Glyphosate Tort Tort Mass tort litigation against Bayer (Monsanto) alleging that glyphosate-based herbicides including Roundup caused non-Hodgkin's lymphoma. Bay…

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SOL (Statute of Limitations) Legal The legal deadline by which a plaintiff must file a lawsuit or forfeit the right to sue. SOL periods vary by state and tort type — typically… Signed Retainer Intake A fully executed attorney-client retainer agreement between a claimant and a plaintiff law firm, representing the core conversion event in m… Social Media Addiction (SMA) Litigation Tort Mass tort litigation against Meta, TikTok, YouTube, Snapchat, and other social media platforms alleging that algorithmically designed engage… Specific Causation Intel Specific causation is the element of a mass tort plaintiff's case establishing that the defendant's product or conduct actually caused harm … Spend Pacing Campaign Spend pacing is the process of distributing a mass tort advertising budget across a defined time period—daily, weekly, or monthly—to ensure … Spoliation Legal Spoliation refers to the destruction, alteration, concealment, or failure to preserve evidence that is relevant to anticipated or pending li… Sports Betting Addiction Litigation Tort Emerging mass tort litigation against DraftKings, FanDuel, BetMGM, and other sports betting operators alleging that deliberately addictive d… Statute of Repose Legal A statute of repose is a hard deadline that extinguishes a plaintiff's right to bring a claim after a fixed period measured from a specific … Suboxone Tooth Decay Tort Tort Mass tort litigation against Indivior, manufacturer of Suboxone (buprenorphine/naloxone) sublingual film, alleging failure to warn about sev…

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TCPA (Telephone Consumer Protection Act) Legal A federal statute that restricts automated calls, prerecorded messages, and text messages to consumers without prior express written consent… Talcum Powder Litigation Tort Mass tort litigation against Johnson & Johnson alleging that talcum powder products caused ovarian cancer and mesothelioma due to asbestos c… Thumb-Stop Rate Campaign Thumb-stop rate is the percentage of users who pause their scroll to view a mass tort video or static ad for at least two to three seconds, … Tort Campaign Campaign The full advertising, intake, and qualification operation deployed to acquire signed claimants for a specific mass tort docket. A tort campa… TortDrip Intake MTAA's SaaS platform enabling plaintiff law firms to reactivate existing client databases for mass tort co-counsel origination. Automated em… TortIntel.ai Intel MTAA's mass tort intelligence platform providing real-time monitoring of active tort dockets. Features include the Oracle Dashboard (Jacob S…

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UGC Creative Campaign UGC (user-generated content) creative refers to paid or organic video and image ads in mass tort campaigns that are styled to resemble authe…

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Video Game Addiction Litigation Tort Emerging mass tort litigation against video game publishers including Activision (Call of Duty), Epic Games (Fortnite), and Electronic Arts,…

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Warm Transfer (Intake) Intake A warm transfer is an intake process in which a live call center agent speaks with a prospective claimant, conducts a preliminary qualificat… Waterfall Qualification Intake A sequential intake qualification process in which claimants are screened through a series of progressive filters — exposure confirmation, i… Website Retargeting Campaign The practice of serving ads to users who have previously visited a landing page or intake form but did not convert. In mass tort advertising…