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A - C


Actions are used in the Campaign Builder. They're used to control what will happen to contacts in the campaign, e.g. "send an email", "set a cookie", "add to another campaign" e.t.c. 


Activity tables show you what's happening. The recent activity shows you every interaction a particular contact has had with your company, across every touchpoint. The email, campaign and tag activity tables show you every contact who has interacted with that item, and what that interaction was (e.g. for emails, this includes sent email, bounced email, opened email, clicked email, unsubscribed by email).

Broadcasts / One off emails

Broadcasts are one-off emails that can be easily sent to a targeted group of people. You can use them to make real-time announcements, or to send live content to people in the "real-time content" nurture campaign. For these, you don't need to build a campaign but you can create them from the Broadcast icon on the upper right corner of your page

Buckets / Campaign Buckets

Buckets are used on the followups page to organize your campaigns and separate them visually by function. The default bucket names are: "leads", "customers" and "behavioral". Pathfinder  Pro users can customize the names of these buckets, and add extra buckets via the settings page.

Calendar / Marketing Calendar

The Marketing Calendar can be accessed via the main Pathfinder navigation. It lets you plan and track weekly marketing campaigns which are triggered on a certain date.


Categories are organisational buckets for storing your tags, cookies, point counters and smart links. They have three main uses:

  1. To help find things easily. You can filter by category when setting up conditions.
  2. PRO - For customizing the layout of the view contacts page.
  3. PRO - For creating the max-one trigger rule on tags / cookies.


In Pathfinder, a campaign is defined as a series of connected actions to be performed on a set of contacts who meet certain conditions at a specific moment in time. A campaign is usually designed to meet some form of measurable goal, like increasing sales, engagement or awareness.

Campaign Builder

The visual drag and drop interface used to create your campaigns.

Campaign Canvas

The canvas used on the Campaign Builder page where active campaign items are displayed.

Campaign Menu

The small blue menu in the bottom right corner of the Campaign Builder. This is used to add new action and condition items to the campaign canvas.

Campaign Tasks

The white clock icon which appears next to the Campaign Menu if the campaign was created by the Marketing Assistant. When clicked, this icon gives you a list of outstanding tasks or "checks" that need to be ticked off before the campaign can be turned live. It will also add tasks if there are errors in the campaign which stops it from working properly. 


An identified person in your Pathfinder database. A person is a contact if we have their email address on file. Contacts can be leads, customers or guest customers.


Conditions are used throughout Pathfinder. The basic explanation is "we will only do the next thing... if... a contact meets the following conditions...". 

E.g. Campaign conditions specify what has to happen for the contact to start the campaign. Tag and cookie conditions specify what has to happen for the contact to set the tag / cookie. Condition items within a campaign specify what has to happen for the contact to trigger the next action in the campaign.

Conditional Content

Pathfinder Pro accounts can use conditional content in the smart email editor to tweak the content of their emails to different contacts, based on their Shopper DNA. Conditional content can also be used in another Pro feature - Dynamic HTML objects.

Custom Fields

A Pathfinder Pro feature that lets you store additional fields about your contacts. Pathfinder will automatically create custom fields for the customer attributes in Magento which you choose to be synced.


Any contact who has made a registered order.

D - L

Dynamic Content / Dynamic Objects

Includes dynamic text, dynamic images, dynamic HTML and dynamic notifications. All four are collectively referred to as "dynamic content". 

The term "dynamic object" is used to denote a single piece of dynamic content e.g. "the dynamic text object on my home page is working like crazy!" 

Dynamic content is a Pathfinder Pro feature.

Email bank

This is the selection of emails available for use within a campaign.


Pathfinder uses forms (or "opt-in forms") to bring contacts into your system. Forms can appear all kinds of places on your site. They can even be animated, or made to appear on scroll... on click... or just before someone leaves.

Funnels / Marketing Funnels

In Pathfinder we describe a funnel is a related series of automated campaigns designed to automatically increase profits when something important happens. 

E.g. you might have a buyer that funnel gets triggered when somebody places an order. Within that funnel you may have a series of campaigns designed to increase take-home profits, upsell and cross-sell to relevant products, and maximise repeat business from each customer.

These campaigns would collectively be referred to as being in your "buyer funnel". 

Guest Customer

Any contact who has made an order using the guest checkout, and has not also made a registered order.

Landing Pages

In Pathfinder, a landing page is a page with an opt-in form, designed to convert visitors into leads. The idea is these pages are separate to your main website. You send people to these pages when you want them to opt-in.

Landing pages are currently in BETA.


Any contact who has not made an order.

Lead Capture Tools

Collectively refers to forms, smart forms and landing pages. Our lead capture tools help you get contacts into your system before they are ready to buy.

M - P

Marketing Assistant

The Pathfinder Marketing Assistant helps you with your marketing by creating campaigns for you and making suggestions based on your store.


A dynamic content object which shows targeted notification messages on your website to different people.  

Dynamic content is a Pathfinder Pro feature.

Opt-In Email

An email sent to new contacts after they sign up. If you're using opt-in emails, you won't be able to email contacts until they have clicked the opt-in email. While opt-in emails are optional in Pathfinder, you will get better email deliverability and engagement if you use them, which will help protect your company's email reputation.

Opt-In Form

See "forms".

Opt-In Status

Whether a contact is subscribed or unsubscribed from your emails, or awaiting confirmation.

Personalisation Tags

Personalisation tags can be sprinkled into your emails to display a contact's profile information, e.g. "Hello %FIRST_NAME%".

Pathfinder Pro users can also use personalize with their custom fields.


The fields you store about you contacts, such as name, email, address information, plus any custom fields you set up. 

Every user in your system also has a profile which can be edited by clicking the settings icon in the top right corner of the screen.

Points / Point Scoring

A new type of Shopper DNA for segmenting and "scoring" your contacts, and recording behavioral quantities. Coming soon to Pathfinder Pro... 

S - Z


Used at the bottom of text-based emails. Signatures contain content that you want to appear in every text-based email, such as sender address information and unsubscribe tags.

Shopper DNA

Used for segmenting contacts based on who they are and how they behave. Shopper DNA consists of tags, and fields. You can use Shopper DNA to target different campaigns, actions, emails, smart forms and dynamic content to each contact, creating a completely unique marketing experience for each person.

Smart Form

Smart forms are like regular opt-in forms, except let you show different content to different people, depending on who they are. Smart forms are only available to Pathfinder Pro users.

Split Test

Another Pathfinder Pro feature - a split test is a marketing term whereby you test two or more ideas against each other and measure which version of the idea (AKA variant) performs best.

Suggestions / Smart Suggestions

As well as listening to what you want to do, the Marketing Assistant will monitor your store and make its own proactive suggestions to improve your marketing.

We call these smart suggestions.

Smart suggestions will be introduced to all accounts in March.


The main thing you'll use to segment your contacts based on who they are and how they behave. Tags will likely form the majority of your Shopper DNA. They're super-flexible and can be used for just about anything. 

While only Pathfinder Pro users have the ability to get in and modify tags, the Marketing Assistant automatically creates hundreds of tags for you which can be used by all account types.


A trigger consists of two parts: the trigger condition and the trigger action. Any time you add a condition you're setting up a trigger.


A member of your team who is a registered user in your system.


Any unidentified visitor who has browsed your site but is not a contact in your database. Visitors become contacts when they fill out a form or make an order, at which point we bring all of their anonymous data into their profile, Shopper DNA and activity table. 


A single instance of a split test. There are two types of variants: champion and challenger. Your champion variant is the main "control" variant you're trying to improve upon. Challenger variants are the new tests you've set up to try and beat the champion. The goal of every challenger variant is to become the new champion by outperforming it in a split test.

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