Onboarding Glossary

Before getting started with the CleverTap platform, we recommend that you familiarize yourself with the common dashboard terms.



Systematic analysis of user and event data to give you the capability to monitor and gain insight into how your users engage with your app or website.


Best Time

A feature that recommends the most optimal time to send a message to each user for a batch campaign or a journey. For more information, refer to Best Time.


Billing covers your plan, billing details, card details, and invoices. For more information on our different plans and billing, refer to our pricing page.


A collection of cards containing key metrics.


Automated messages that are created for a specific segment for recurring business events in CleverTap.



A collection of tactics designed to capture the attention of its targets through different messaging channels. For more information, refer to Campaign Optimization.

Campaign Limits

Limits to determine how many messages a user receives per day.


The type of communication to reach your users, including:

Compliance & Certifications

A list of all compliances and certifications applicable to CleverTap.

Composite Events

Combined multiple events together. For more information, refer to Composite Events.

Control Groups

In a marketing A/B testing, members of a control group receive a standard treatment. Control groups are a set of users marked to be excluded from all marketing campaigns, so the primary purpose is that marketers can measure the efficacy of a campaign.

Note that you can have more than one treatment group, more than one control group, or both. For more information, refer to Control Groups.


A way to communicate between brands and users. For more information, refer to Conversations.



Specific, individual actions that users perform in your app or website over a period of time as they progress down the conversion funnel. For more information, refer to Events.



A visual campaign builder that lets you create omnichannel messaging experiences for your users. For more information, refer to Journeys.


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. For more information, refer to Linked Content.


Monthly Active Users (MAUs)

The total number of app users in a month.



The organization section provides information on your projects, billing, single sign-on, and CleverTap compliances and certifications.


Product Experiences

A product configuration (also known as an A/B test) to modify app behavior and feature flags to add or remove features from your app without performing an app store deployment. For more information, refer to Product Experiences.


A shared workspace for teams to track and manage engagement for a mobile app or website. For more information, refer to Project Setup.

Pull Notification

A feature that enhances the deliverability of push notifications to devices (for example, Xiaomi, Lenovo, Oppo, LeEco, and so on) where the notifications sent via Firebase Cloud Messaging (FCM)/Google Cloud Messaging (GCM) remain undelivered. For more information, refer to Delivery Optimization.


A specific system role dedicated to each user. CleverTap offers role-based access control (RBAC) for account administrators to enable different levels of access for dashboard users. For more information, refer to User Roles.



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


A group of users whose actions performed, actions not performed, or user profile properties match a set of defined criteria, over a period of time. For more information, refer to Segments.

Single Sign-On (SSO)

An authentication method that lets users access multiple applications and services with the use of a single set of login credentials. For more information, refer to Single Sign-On (SSO).



A user is a person who can access an application through a mobile app, web app, or web browser. A user identified in the CleverTap dashboard is a profile comprised of identifiers, properties, and events.

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.