The glossary is a repository of common terms and their definitions used in the CleverTap platform. This list is in alphabetical order.

acquired users
New users who have downloaded an app.

AIC framework
An acknowledgment, interest, and conversion framework that provides an understanding of engagement through three layers of increasing engagement value during a customer lifecycle.

AARRR framework
An acquisition, activation, retention, referral, and revenue framework that provides an understanding of customer behavior in progressive stages during a customer lifecycle.

active event
An event that is currently logging data.

advanced role-based access control
The ability for admins to create custom roles that grant access to user groups based on specific permission.

anonymous users
A user who has no personal identifier in CleverTap.

App Launched (system event)
A mobile event that gets recorded automatically when a user opens a mobile application.

average revenue per user (ARPU)
The total revenue divided by the average number of users over a period of time.

boards
A collection of cards containing key metrics.

Bulletins
Automated messages that are created for an interest segment for recurring business events in CleverTap.

code analysis
The process of identifying areas where your code needs to be improved by testing it across various email clients making sure it is bulletproof.

cohort
A group of users with shared behaviors or characteristics.

conversion
The point at which a user performs a desired action.

conversion event
An event that is the specified outcome.

custom board
A board created to display metrics specific to a business.

custom list segment
A type of segment of existing users that is based on a list from an external source.

daily active users (DAUs)
The total number of app users in a day.

daily board
A board that displays universal key metrics.

data retention policy (DRP)
The length of time that data is retained.

data type
An attribute of data that defines which values it can receive and how it can be used (e.g., boolean, string, integer).

discarded event
An event that has been deleted from the schema.

engagement
The process of engaging a user through available messaging channels both inside and outside an app.

error stream
A log of errors which includes any violations of rules defined in the schema and user identity.

event
A tracked user action on a digital platform (e.g., mobile app launch, web page view, notification click).

event property
An attribute that provides additional information about an event.

feature flag
The ability to turn a certain feature on or off in the dashboard.

geofence
A virtual boundary around a physical location.

geofence cluster
A group of geofences.

identified users
Users who have a personal identifier (e.g., email, username, phone number).

inactive event
An event that has never logged data.

Inbox Previews
A tool that generates screenshots of how a campaign will appear on different email clients on various devices (e.g., Gmail, Outlook, or Yahoo).

Lifecycle Optimizer
A tool that enables marketers to influence users into progressive lifecycle stages.

Linked Content
The ability to pull content via an API from a web server, third-party tool, or in-house software for personalization.

Liquid tags
The variables from an open-source template language that is used to load dynamic content and personalize messages.

monthly active users (MAUs)
The total number of app users in a month.

payload
The data that is transmitted in the webhook.

project
A shared workspace for teams to track and manage engagement for a mobile app or website.

preheaders
The short summary text that follows the subject line when viewing an email from the inbox.

product config
The ability to create personalized experiences in an app for different user segments that run perpetually.

restricted custom board
A board that is shared only with specific people.

retention rate
The percentage of users who keep using an app over a certain period of time.

role-based access control (RBAC)
The ability for admins to assign roles to users granting specific permissions to the dashboard.

schema
An organizational structure of events, event properties, user properties, their values, and data sources.

system event
An event tracked by default.

two-factor authentication
A security measure where users will need both their password and a security code when they log in to their account.

undefined event
An active event that has not been added to the schema.

user identity
A set of attributes that uniquely identify a user (e.g., email, mobile number, custom identifier).

user property
An attribute that provides additional information about a user.

Updated 6 months ago


Glossary


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