Clubs often use a rating system when advertising the ride so that riders know what to expect in terms of speed, climbing and distance. A club I used to belong to used the following system.
D pace = 12-14 MPH average
C pace = 14-16 MPH average
B pace = 16-18 MPH average
A pace = 18-20 MPH average
AA pace = 20-22 average
and so forth.
flat/rolling/hilly/mountain are used as a subject descriptor with an objective indication of total climbing and max grade.
A ride might be advertised as B pace for 45 miles, rolling with two large hills, 2500 ft climbing @ 6% grade max.
Or B/45/RH/2500/6% for short.
Could add structured/unstructured (nodrop/drop) and so forth.
-Tim-