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.
API Key
An API key is a unique identifier that authenticates one system calling another, controlling who can access data and what they can do.
Automation 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.
Automation Trigger
An automation trigger is the event or condition that starts an automated workflow, like a form submission, status change, or scheduled time.
C
Cohort
A cohort is a group of users sharing a common starting event or trait, tracked over time to measure retention, conversion, or behavior patterns.
Conversion Event
A conversion event is any tracked user action that signals progress toward revenue, like a form submit, demo booked, or purchase completed.
Customer 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.
F
First-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.
Funnel 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.
Funnel 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.
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