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General conventions

Spacing​

Use a single space between sentences.

Contractions​

Use contractions liberally for a conversational and friendly tone.

Don't follow this if using 2 words is clearer and the emphasis is important. For example, ‘do not’ and ‘it is’ have more emphasis than ‘don’t’ and ‘it’s’.

Can’t scan the code?
Cannot scan the code?
You’ve assigned measurements to all 63 conversion values.
You have assigned measurements to all 63 conversion values.

Numbers​

Use the en-US format specified in Atlas.

If a number begins the sentence, spell it out.

One or more reports contain data.
1 or more reports contain data.

In most other cases, use numerals. This includes for ordinals.

There are 5 reports.
There are five reports.
The 8th conversion value.
The eighth conversion value.

One exception is when a sentence mixes number usage. Try to avoid this.

Enter two 5s
Enter 2 “5”s

Another exception is when it’s a common phrase that looks strange with numerals.

You can use a third-party integration.
You can use a 3rd-party integration.

Use the plus sign to show there are more results to display.

200+
200 plus

When defining a range, spell the word "to" instead of using a hyphen.

30 to 60 characters.
30-60 characters

Units of measure​

Include a space between numbers and most units of measure.

300 dpi
300dpi

Don't include a space when the unit of measure is a percentage or an abbreviation of a number.

10%
10 %
20M
20 M

Write most units of measure in lowercase.

300 px
300 PX

Write bytes and abbreviations of numbers in uppercase.

20 MB
20 mb

Decimals and fractions​

Spell out fractions.

Two-thirds
2/3

Use decimal points when a number can’t be easily written as a fraction.

1.375

Dates and times​

Use the en-US format specified in Atlas.

Currency​

Use the en-US format specified in Atlas.

File types​

Write file types in uppercase.

Download the ZIP file.
Download the zip file.

Write file extensions in lowercase preceded by a dot.

archive.zip
archive.ZIP

Acronyms​

You can use acronyms that you’re sure the audience is familiar with. These must be common terms that are widely used by native and non-native speakers.

If the acronym is in the American Heritage Dictionary, it’s safe to use.

URL
Uniform Resource Locator

If in doubt, always define the term then place the acronym in parentheses. For subsequent mentions in the same topic, page, or screen, just use the acronym.

Single sign-on (SSO) lets you securely sign in to multiple applications and websites using a single set of credentials.

Only admins can set up SSO in the dashboard.
SSO lets you securely sign in to multiple applications and websites using a single set of credentials.

Only admins can set up SSO in the dashboard.

Avoid using an acronym for the first time in a title or heading, unless it's a keyword that you need to place in the title or heading. If the first use of the acronym is in a title or heading, introduce the acronym (in parentheses, following the spelled-out term) in the following body text.

If an unfamiliar acronym appears only once in your content, spell the term and leave out the acronym.

Company and product names​

Refer to another company by its name or using the singular it.

Facebook is updating its privacy settings.
Facebook are updating their privacy settings.

Conform to companies' own conventions according to their official website.

iPad
IPad

Referring to our client’s users​

Use "users" when referring to the app users of Adjust clients. As dashboard copy addresses Adjust clients directly, you can use the possessive your, i.e. "your users".

Use deep links to retarget users who already have your app installed.
Use deep links to retarget customers who already have your app installed.

Writing about Adjust​

In general, try to focus on what the user is doing rather than what we’re doing.

When you do need to talk about us, refer to Adjust in the first person as we. Capitalize the proper names of our products, features and tools.