Operations Glossary
Workflow automation, integrations, attribution, and conversion-funnel terminology
A
A/B Test
An A/B test compares two versions of a page, form, or asset against live traffic to determine which one drives better conversion.
FunnelsAPI Key
An API key is a unique identifier that authenticates one system calling another, controlling who can access data and what they can do.
IntegrationsAPI Rate Limit
API rate limits cap how many requests your systems can send to a service in a given window, throttling traffic to protect performance and prevent abuse.
IntegrationsAutomation Action
An automation action is the specific task a workflow executes when a trigger fires — sending an email, updating a record, or assigning a deal.
AutomationAutomation Recipe
A prebuilt automation template that links a trigger to one or more actions, letting your team deploy common workflows without building from scratch.
AutomationAutomation Trigger
An automation trigger is the event or condition that starts an automated workflow, like a form submission, status change, or scheduled time.
AutomationB
Batch Job
An automation that processes a large group of records at once on a schedule, rather than one record at a time in response to events.
AutomationBusiness Workflow
A business workflow is the defined sequence of steps, owners, and handoffs that move a task from trigger to completion across your team.
AutomationC
Click ID
A unique tracking parameter ad platforms append to URLs so you can match a specific ad click to the resulting visit, lead, or sale.
AttributionCohort
A cohort is a group of users sharing a common starting event or trait, tracked over time to measure retention, conversion, or behavior patterns.
FunnelsCohort Retention
Cohort retention tracks what percentage of users from a specific signup group remain active over time, revealing whether your funnel produces lasting customers.
FunnelsConditional Logic
Conditional logic is the if/then rules inside automations and forms that route work, show fields, or trigger actions based on data.
AutomationConversion Event
A conversion event is any tracked user action that signals progress toward revenue, like a form submit, demo booked, or purchase completed.
AttributionCron Job
A cron job is a scheduled task that runs automatically at fixed times or intervals, used to automate recurring back-office work.
AutomationCustomer Journey
The end-to-end path a buyer takes from first touch to purchase and beyond, across every channel, device, and team that touches them.
AttributionD
Data Transformation
Converting data from one format, structure, or value system to another as it moves between systems — the T in ETL.
IntegrationsDelay Step
An automation step that pauses workflow execution for a defined duration before proceeding to the next step.
AutomationDirect Traffic
Direct traffic is website visits with no referring source, typically logged when users type your URL, use a bookmark, or arrive via untracked links.
AttributionDrop-Off Rate
Drop-off rate is the percentage of users who exit a funnel step without continuing to the next, exposing friction in your conversion path.
FunnelsE
Embedded Funnel
An embedded funnel is a lead-capture or conversion flow placed directly inside another web page, app, or email rather than hosted on a standalone landing page.
FunnelsEvent Bus
A messaging infrastructure that lets services publish events and subscribers consume them — decoupling producers from consumers.
IntegrationsExit Intent
Exit intent is the behavioral signal that a visitor is about to leave your site, used to trigger a last-chance offer or capture prompt.
FunnelsF
Field Mapping
Field mapping is the process of matching data fields between two systems so information flows correctly during an integration or migration.
IntegrationsFirst-Touch Attribution
First-touch attribution credits 100% of a conversion to the very first marketing channel or campaign that brought a lead into your pipeline.
AttributionFunnel Drop-Off
Funnel drop-off is the percentage of users who exit your funnel at a specific step instead of advancing to the next stage.
FunnelsFunnel Goal
A funnel goal is the specific, measurable conversion action a funnel is built to drive, like a booked demo, signed contract, or completed purchase.
FunnelsFunnel Step
A funnel step is a single defined stage in a conversion sequence where a visitor takes one specific action before moving to the next.
FunnelsG
I
Idempotency
Idempotency means an operation produces the same result whether it runs once or many times, preventing duplicate charges, records, or actions.
IntegrationsIdempotent Request
An API request designed so that making it multiple times produces the same result as making it once — safe to retry without side effects.
IntegrationsJ
L
Last-Touch Attribution
Last-touch attribution credits 100% of a conversion to the final marketing channel a buyer interacted with before purchasing.
AttributionLinear Attribution
Linear attribution gives equal credit to every marketing touchpoint in a customer's journey, splitting conversion value evenly across all interactions.
AttributionO
One-Way Sync
A data sync that flows in one direction only — source system pushes updates to a destination, but changes downstream don't push back.
IntegrationsOrganic Traffic
Visitors who reach your site from unpaid search results, earned through SEO content and ranking rather than paid ads.
AttributionP
R
Referral Traffic
Referral traffic is website visitors who arrive by clicking a link on another site, not from search, direct, social, or paid channels.
AttributionReferrer
The referrer is the URL or source that sent a visitor to your site, captured by the browser and used to attribute traffic to its origin.
AttributionS
Scheduled Task
A scheduled task is an automated action set to run at a specific time or recurring interval without human intervention.
AutomationSession ID
A unique identifier assigned to a visitor's browsing session, used to stitch together page views, events, and conversions in attribution.
AttributionSplit Test
A split test runs two or more variants of a funnel asset against live traffic to determine which version drives better conversion outcomes.
FunnelsStatistical Significance
A statistical measure confirming that an A/B test result reflects a real difference, not random chance, before you act on it.
FunnelsT
Time-Decay Attribution
A multi-touch attribution model that gives more credit to marketing touchpoints closer in time to the conversion event.
AttributionTouchpoint
A touchpoint is any interaction a prospect or customer has with your brand across channels, campaigns, devices, or sales conversations.
AttributionTwo-Way Sync
Two-way sync keeps data identical across two systems by pushing changes in both directions automatically whenever a record updates.
IntegrationsU
UTM Campaign
A UTM campaign is a tagged URL parameter that ties inbound traffic to a specific marketing initiative for attribution reporting.
AttributionUTM Content
A UTM parameter that distinguishes which specific creative or link variant drove a click — used for A/B testing within a single campaign.
AttributionUTM Medium
UTM Medium is the URL parameter that labels the marketing channel type—email, cpc, social, referral—behind every tracked click into your site.
AttributionUTM Source
UTM Source is the URL parameter that identifies which platform or referrer sent a visitor to your site, like google, newsletter, or linkedin.
AttributionUTM Term
A UTM parameter originally designed to identify paid search keywords — increasingly used for any granular targeting context within a campaign.
AttributionV
Variant
A variant is one version of a page, form, or widget tested against alternatives to find which converts best.
FunnelsVisitor ID
A unique identifier assigned to each website visitor so you can track their behavior, sessions, and conversions across touchpoints.
AttributionVisitor-to-Customer Journey
The full path a person takes from first anonymous site visit through identified lead to paying customer, with every touchpoint tracked and attributed.
AttributionW
Wait Until Condition
An automation step that pauses workflow execution until a specific condition becomes true — distinct from fixed-duration delays.
AutomationWebhook Retry
Webhook retry is the automatic re-delivery of a failed webhook event until the receiving system acknowledges success or a limit is hit.
IntegrationsWorkflow Audit Log
A time-stamped record of every action, trigger, and change inside an automated workflow, used for debugging, compliance, and accountability.
AutomationWorkflow Branch
A workflow branch is a conditional split in an automation that routes records down different paths based on rules you define.
AutomationWorkflow Filter
A conditional rule inside an automation that decides whether a workflow continues, branches, or stops based on data criteria.
AutomationZ
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