feat(runneth-apps): seed customer-owned setup templates

runneth-default/brain/glossary/_templates/ad-states.md

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+---
+type: Template
+id: glossary/templates/ad-states
+title: Ad States Template
+scope: org
+status: active
+template_variant: source
+aliases: [ad states template, creative state template]
+---
+
+# Ad States Template
+
+Use this to seed and confirm how the team labels creative lifecycle states.
+
+## Seed From
+
+- Spend threshold.
+- Winner definition.
+- Naming conventions.
+- Customer instructions about testing, scaling, evergreen, paused, or graveyard states.
+
+## Confirm With Team
+
+Ask whether the seeded state labels and entry or exit criteria are right.
+
+## Write
+
+Create `/agent/brain/glossary/ad-states.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- State names.
+- Entry criteria.
+- Exit criteria.
+- Source fields or naming tokens.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/attribution.md

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+---
+type: Template
+id: glossary/templates/attribution
+title: Attribution Template
+scope: org
+status: active
+template_variant: source
+aliases: [attribution template, attribution setup template]
+---
+
+# Attribution Template
+
+Use this to seed and confirm how conversion reads should be attributed.
+
+## Seed From
+
+- Motion workspace goal attribution windows.
+- Paid strategy brief.
+- Integration maps for Northbeam, Triple Whale, or another attribution source.
+- Customer setup calls or saved reporting preferences.
+
+## Confirm With Team
+
+Ask whether conversions should be read from the seeded source and click/view windows.
+
+## Write
+
+Create `/agent/brain/glossary/attribution.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Source of truth.
+- Click attribution window.
+- View attribution window.
+- Metric mapping.
+- Known source discrepancies.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/channel-roles.md

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+---
+type: Template
+id: glossary/templates/channel-roles
+title: Channel Roles Template
+scope: org
+status: active
+template_variant: source
+aliases: [channel roles template, channel KPI template]
+---
+
+# Channel Roles Template
+
+Use this to seed and confirm what each connected channel is for.
+
+## Seed From
+
+- Connected integrations.
+- Paid strategy briefs.
+- Cross-channel strategy notes.
+- Customer setup notes.
+
+## Confirm With Team
+
+Ask whether the seeded role for each channel is correct.
+
+## Write
+
+Create `/agent/brain/glossary/channel-roles.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Channel name.
+- Role in the mix.
+- Primary KPI or KPI override.
+- Source of truth.
+- Questions that should route to this channel.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/funnel-stages.md

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+---
+type: Template
+id: glossary/templates/funnel-stages
+title: Funnel Stages Template
+scope: org
+status: active
+template_variant: source
+aliases: [funnel stages template, prospecting retargeting template]
+---
+
+# Funnel Stages Template
+
+Use this to seed and confirm how the team detects funnel stages.
+
+## Seed From
+
+- Naming conventions.
+- Campaign objectives.
+- Audience setup.
+- Paid strategy brief.
+
+## Confirm With Team
+
+Ask whether Runneth should split the funnel using the seeded stage names and detection rules.
+
+## Write
+
+Create `/agent/brain/glossary/funnel-stages.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Stage names.
+- Detection rules.
+- Campaign or audience signals.
+- KPI overrides by stage.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/naming-conventions.md

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+---
+type: Template
+id: glossary/templates/naming-conventions
+title: Naming Conventions Template
+scope: org
+status: active
+template_variant: source
+aliases: [naming conventions template, ad naming template]
+---
+
+# Naming Conventions Template
+
+Use this to seed and confirm how names map to business meaning.
+
+## Seed From
+
+- Recent campaign, ad set, and ad names.
+- Motion filter reference.
+- Paid strategy brief.
+- Customer setup notes.
+
+## Confirm With Team
+
+Show the inferred pattern and ask the team to correct any token meanings.
+
+## Write
+
+Create `/agent/brain/glossary/naming-conventions.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Pattern.
+- Token positions.
+- Token meanings.
+- Funnel, product, audience, offer, or test mappings.
+- Known exceptions.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/primary-kpi.md

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+---
+type: Template
+id: glossary/templates/primary-kpi
+title: Primary KPI Template
+scope: org
+status: active
+template_variant: source
+aliases: [primary KPI template, KPI setup template]
+---
+
+# Primary KPI Template
+
+Use this to seed and confirm the metric the account should be graded on.
+
+## Seed From
+
+- Motion workspace goal.
+- Paid strategy brief when it provides a validated metric mapping.
+- Alignment notes or setup calls that name what success means.
+
+## Confirm With Team
+
+Ask whether Runneth should grade the account on the seeded metric and direction.
+
+## Write
+
+Create `/agent/brain/glossary/primary-kpi.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Display name.
+- Metric key or source field.
+- Direction: higher is better or lower is better.
+- Source of truth.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/voice-rules.md

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+---
+type: Template
+id: glossary/templates/voice-rules
+title: Voice Rules Template
+scope: org
+status: active
+template_variant: source
+aliases: [voice rules template, copy rules template]
+---
+
+# Voice Rules Template
+
+Use this to seed and confirm copy rules that should apply to hooks, briefs, and creative output.
+
+## Seed From
+
+- Motion brand context.
+- Brand audit.
+- Website or ad copy samples.
+- Customer feedback about tone, banned words, or legal guardrails.
+
+## Confirm With Team
+
+Ask whether the seeded do, do-not, and banned-word rules are right.
+
+## Write
+
+Create `/agent/brain/glossary/voice-rules.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Do rules.
+- Do-not rules.
+- Banned words or claims.
+- Required phrases or disclaimers.
+- Scope, such as all copy, paid social only, or briefs only.
+- Confidence and confirmation status.

runneth-default/brain/glossary/_templates/winner-definition.md

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+---
+type: Template
+id: glossary/templates/winner-definition
+title: Winner Definition Template
+scope: org
+status: active
+template_variant: source
+aliases: [winner definition template, winning creative template]
+---
+
+# Winner Definition Template
+
+Use this to seed and confirm the bar for calling a creative a winner or loser.
+
+## Seed From
+
+- Paid strategy brief.
+- Spend threshold.
+- Primary KPI.
+- Repeated customer instructions about what counts as a winner.
+
+## Confirm With Team
+
+Ask whether the seeded winner criteria and spend floor are right.
+
+## Write
+
+Create `/agent/brain/glossary/winner-definition.json` or another customer-approved glossary file. Mark it as seeded until confirmed.
+
+## Fields To Capture
+
+- Primary metric.
+- Minimum spend or data threshold.
+- Winner criteria.
+- Loser or watch criteria.
+- Exceptions by channel, campaign type, or funnel stage.
+- Confidence and confirmation status.

runneth-default/brain/glossary/index.md

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+---
+type: Reference
+id: glossary
+title: Customer Glossary
+scope: org
+status: active
+aliases: [glossary, customer definitions, KPI setup, attribution setup]
+---
+
+# Customer Glossary
+
+Use this folder for team-confirmed definitions that make analysis, briefs, and reports consistent.
+
+These files are customer-owned. The templates define the shape, but the actual values should come from the customer's setup, Motion data, connected integrations, saved strategy, or direct confirmation from the team.
+
+## Canonical Terms
+
+- `primary-kpi`: the metric the account is graded on and whether higher or lower is better.
+- `attribution`: click/view windows and source of truth for conversion reads.
+- `winner-definition`: the bar for calling a creative a winner or loser.
+- `ad-states`: how the team distinguishes test, scaling, evergreen, paused, and similar states.
+- `naming-conventions`: how campaign, ad set, and ad names map to funnel, product, audience, offer, or test.
+- `funnel-stages`: how prospecting, retargeting, retention, and other stages are detected.
+- `voice-rules`: copy rules, banned words, and tone constraints.
+- `channel-roles`: what each connected channel is for and whether it has a KPI override.
+
+## How To Use
+
+Start with a template under `_templates/`, seed the value from available evidence, and mark it as unconfirmed until the team verifies it. Do not treat an inferred glossary term as locked.
+
+Glossary files should be referenced by strategy, reporting, integration, and brief files rather than duplicating the same definition in multiple places.