The words the platform uses, defined once.

The maximum send volume for the organisation. A journey projected to exceed it refuses to activate; a running campaign that breaches it halts itself and notifies the owner and approvers.

A value the platform calculates from events, continuously or on a schedule: orders in the last ninety days, days since last session, favourite category. Usable in segments and personalisation, and every computed number can show the events it came from.

An independent trip through a journey per order, policy, loan or enrolment, so a second purchase never collides with the first and a reminder exits only when its own instalment is paid.

The period after a message within which a conversion event is attributed to that message. Set per campaign or journey; a conversion outside the window still counts in the report but is not credited to the send.

The per-message record of what was attempted, to whom, through which provider, with the outcome and the reason for any miss: suppressed, capped, outside quiet hours, token expired, provider rejected.

One message that collects several triggers for a profile inside a window you set, instead of one message per trigger. Three comments become one notification rather than three pushes.

A record of something a person did or something that happened to them, such as order_completed or payment_failed. Each has a name, a timestamp, a profile and typed properties, and every report, segment and journey is built from them.

A ceiling on how many messages a profile receives in a window, set per channel and across channels, and evaluated in the profile's own timezone. A send blocked by a cap is held, not dropped.

A funnel setting that requires every step to share a property value with the first step: the same order_id, the same SKU. It stops a multi-item funnel from matching a view of one product to the purchase of another.

A canvas of triggers, waits, branches and messages that a profile moves through. Simulated against real history before activation, governed at every send, and versioned so a run stays explainable after the journey is edited.

A segment that is re-evaluated as events arrive, so membership is correct at the moment of send rather than at the last nightly refresh. A profile entering or leaving it is an event that can start a journey.

One record per human, stitched across devices and anonymous sessions, holding traits, computed attributes and reachability for every channel. Everything downstream depends on the profile being right, so every merge is reversible.

A window in the profile's own timezone during which messages are held until it ends, not dropped. Configured once in governance and inherited by every journey, with transactional sends exempt by design.

Recency, frequency and monetary value: three scores per profile computed from purchase events and bucketed into named lifecycle segments such as loyal, at risk and going quiet. Movement between buckets is itself a trigger.

Whether a profile can currently be messaged on a channel: a live push token, a verified email address, an opted-in WhatsApp number. Segment sizes are shown as reachable counts per channel before a send, and the delivery log records the reason when the answer is no.

A business event such as a price drop, a restock or a new episode, fanned out only to the profiles whose behaviour shows affinity with it. One relay replaces many hand-built campaigns.

A table with cohorts down the side and periods across the top, each cell showing the share of the cohort that returned. Read a row to watch one cohort age, a column to compare cohorts at the same age, and a diagonal for what happened in a calendar week.

A saved set of conditions on events, traits and computed attributes that resolves to a list of profiles. The object everything else points at: journeys, campaigns, ad sync and reporting.

A dry run of a journey or campaign against real event history that reports entries, branches, suppressions and message counts without sending anything. The last step before activation.

Daily active users divided by monthly active users: the share of a month's users who show up on a typical day. A retention grid folded into one number.

The list of events and properties your applications are allowed to send, with their types. Enforced by the event catalogue at ingestion, checked in CI, and used to generate typed SDK calls so a misspelled property is a compile error.

A fact about a profile that you set rather than compute: plan, city, account manager, consent. Written by identify calls, imports or the API, and usable in any segment, template or report.

A small account-wide group, chosen by deterministic bucket, that never receives marketing messages, so the cumulative impact of the whole programme can be measured against people who were deliberately left alone.