APSIS One Glossary

Here's a glossary we compiled in order to help you grasp new concepts quickly. If you can't find what you're looking for, try the search bar in our homepage.

Otherwise, feel free to contact Support if you still have questions or if you would like to make a suggestion.

To save time, press Ctrl + F on your keyboard and write the first letters of the word you're looking for.




Abandon Time

The time a customer left an item in their cart, without completing a purchase.

Abandoned Cart

The act of leaving items in a cart and not completing a purchase, triggered either by inactivity or leaving the website or browser.

Abandoned Items

Items left in an abandoned cart.

Abandoned Value

The representative monetary sum of all the items left in an abandoned cart.


An account is assigned to a business in order to access the platform. Within the account, there are separate users, both admin and regular users, which may add and modify content, as well as manage reports, etc.


The act of using the platform to perform a specific action or task, such as creating a marketing automation flow, building an email or SMS, etc.



Event data type in the Segment Builder.

The ID for the particular activity considered as the source of the event. Useful for events like "Email - Open", where activityID equals "217d24e3-bcfb-4c4c-b0bb-594ea0fe2638". This will allow to include or exclude profiles that clicked on that exact Email activity.


Contact information acquired with consent. An email, usually, or a phone number.

Anchor links

Links that are connected to a word, image or any other type of element. Makes browsing experience seamless.


A set of functions and procedures that allow the creation of applications which access the features or data of an operating system, application, or other service.


APSIS One is an intelligent customer data platform with a modular suite of powerful tools. Its intuitive interface makes data-driven marketing a reality for every marketer.

APSIS-generated item

Refers to certain events and notifications that populate the calendar and are created by APSIS in order to inform users about scheduled updates, events and other sorts of relevant information


A pre-made customised unit of content for email that can be saved for future use in order to provide efficiency. For example, custom headers, footers, etc.


Various types of information stored in a Profile. For example, marketers want to be able to store various information about the Profiles in order to utilise it in the digital communication. Typical Attributes can be age, gender, phone numbers, etc.


The Audience pillar in APSIS One provides users with easy and instant access to the most relevant data for customers, contacts and subscribers. This provides a holistic customer view with the power to build fine-tuned segments and profiles. With great data comes great responsibility, though, which is why the Website tool is important to gain consent.


The technique, state or product of making an apparatus, a process, or a system operate automatically, or by itself. For example, users create a set of activities that will automatically be triggered by an action. Triggers can be activated when visitors join specific segments or perform an action within the website, and are used to send relevant information or increase conversion rate.







A graphic element that is usually placed across the top of a webpage.

Base URL

The URL found in the address bar of the front page of a website is its base URL.

Behavioural Event

When a visitor clicks a certain link or performs any other action, those events are logged and can be used to gain more insight about their engagement with a page.


List of entities who are being denied a particular privilege or service. Specifically to our context, a list of senders denied sending rights after being marked repeatedly as spam.


An HTML element that contains the displayable content of a page. On an email, the email's body is what is displayed in a recipient's inbox once opened.


The result of an email or SMS not reaching its destination due to an invalid recipient or a system error. May be classified either as a technical, soft or hard bounce.

Bounced Emails/SMS

The total amount of emails or SMS messages that were not delivered due to a bounce.




Event data types created by the Email tool once an email has bounced.

In the Segment Builder, it corresponds with the "Email - Bounce" condition. Refers to the occurrence, associated with the Email client or provider, that caused the Email to bounce. Allows you to include or exclude profiles that had an email bounce. Here's all the bounce reasons and codes, with all hard bounce types in bold.

bounceCode bounceReason
  • 1004
Other - Unknown
  • 2000
Hard - General hard bounce
  • 2001
Hard - Recipient email does not exist
  • 2002
Hard - Domain name does not exist
  • 2004
Hard - Closed email account
  • 3001
Soft - Mailbox is full
  • 3002
Soft - Recipient email server is currently too busy
  • 3003
Soft - Email account is inactive
  • 4000
Technical - General error
  • 4003
Technical - Network error
  • 4007
Technical - SPF authentication error
  • 4008
Technical - DMARC authentication error
  • 4009
Technical - DKIM authentication error
  • 9999
Soft - Unknown

Bottom Bar

The bottom toolbar used in APSIS One that allows users to edit, save, delete, etc.


A call to action that links to a specific document or link.







First landing page one sees upon accessing the APSIS One platform. Contains a chart that helps users manage events, notifications and quickly access and create activities.


Organised series of activities directed towards reaching a goal. In marketing, it could be a series of related or linked activities within the APSIS One tool (emails, SMS messages...) executed strategically to increase conversion rates, sales, etc.


Event data type in the Segment Builder.

The product category that is associated with the event. Allows you to include or exclude profiles that have interacted with a particular category of products in your website. For example: "Product View - Collect" category equals "Furniture".


Types of communication platforms where visitors can engage with a company’s content, which depends heavily on consent and presence. A Channel can be SMS, Facebook, Email, Twitter, and other types of social media.

Click Rate

The rate at which a link, banner, etc. was clicked by those who it was displayed to.

Clicked Emails

Total of emails that have been clicked by their recipients. Statistic used to measure engagement.


The explicit approval from an individual customer, prospect or visitor to have their page activity information stored for tracking and data processing purposes, as well as to receive marketing content, newsletters, etc. Consent is stored and related to a specific address and not a profile, to ensure that it is handled properly since some visitors may have more than one profile. Related also to Topics, for relevance purposes.

Conversation Wizard

The wizard with which most activities in APSIS One are set up. It has a friendly, accessible feel that puts users at ease and keeps them on track while performing task-heavy activities. For example, the Website tool activities have several important steps, but the Conversation Wizard improves the User Experience and grabs users' attention even during the most complicated steps.

Conversion rate

The rate at which visitors become customers by purchasing a product or service, registered for a membership; or prospective customers by subscribing to a newsletter, downloading software, or just about any activity beyond simple page browsing.


Small piece of data sent from a website and stored on the visitor's computer by the visitor's web browser while browsing. Cookies were designed to be a reliable mechanism for websites to remember information (such as items added in the shopping cart in an online store) or to record the visitor's browsing activity (including clicking particular buttons, logging in, or recording which pages were visited in the past). They can also be used to remember arbitrary pieces of information that the visitor previously entered into form fields such as names, addresses, passwords, etc. Visitors must provide cookie consent before any data is stored. Read more about cookies...


Value used to represent the cost of sending an SMS, in relation to its monetary value as a part of the service. Bought by our customers according to their needs.

CRM Integration

Pre built integrations to Customer Relation Systems, such as Microsoft Dynamics, Salesforce or SuperOffice that connect to APSIS One.


A CSV is a comma separated values file which allows data to be saved in a table structured format. CSVs look like a garden-variety spreadsheet but with a .csv extension. Traditionally they take the form of a text file containing information separated by commas, hence the name.


Call to action. A piece of content intended to invite someone to perform a specific act, typically taking the form of an instruction or directive. For example: “Buy now”, “Sign up”, “Click here”.


CTOR (click-to-open rate) is a metric that compares the number of people that opened the email to the number that actually clicked. It measures the performance of the content of the email. You can measure CTOR by using this equation: Number of Clicks / Number of Opens (multiplied by 100 for a percent) = your CTOR.






Data tag 

Data tags are implemented in order to customise messages. For example, the firstname data tag, which is replaced by the individual profile names automatically upon sending.

Default Sender

The chosen, unique address that will show as the sender unless specified otherwise.


Deliverability is a way to measure the success at which an email marketer gets a campaign into subscribers' inboxes. It involves anything that touches Email delivery, like ISPs, MTAs, throttling, bounces, bulking, and spam issues.

Delivered Emails

Number of Emails delivered, which is the result of subtracting the Emails bounced from the Emails sent.

Demographic Data

Data about the characteristics of a list, such as the age, gender, etc. Exclusive to APSIS Pro. For an equivalent of Demographic data in APSIS One, head over to Advanced: Profile data


While creating an activity, the Details step is where APSIS One users can modify the essential details of the activity, like the working name.


Event data type in the Segment Builder.

Refers to the device the event took place. Allows you to include or exclude profiles that use a particular device. We recommend that you don't use equals as a match type, but rather we encourage you to use contains instead. The reason for this is that APSIS One can detect several aspects of how the event developed, so it's best to use a value that is included but does not exclude any other data. For example, "Email - Click" device contains "iPhone", "Windows", "Android", etc.


The web address under the control of a specific company.


Event data type in the Segment Builder.

The domain where the event took place. Allows you to include or exclude profiles according to the domain they performed an action. For example, "Sign up bar - Submit" domain equals"http://www.apsis.com".

Domain Error

An error verifying the identity or information from the domain.

Domain Verification

The act of confirming the ownership and existence of a particular domain.

Double Opt-in

A secondary confirmation step in order to make sure that the visitor has given their full consent to receive content, usually an email sent after a subscription that requires them to explicitly confirm their desire to be in the list. Increases trustworthiness and improves the integrity of databases.


A preliminary version of an activity that has not been activated or sent.

Drag & Drop

To move an element to another part of the screen using a mouse or similar device. Implemented as one of the main features of the Email editor, in which one drags an element in order to build a body or an asset.







Elements are units of content added into emails with the Email Editor. They can be images, lists, buttons, etc. They are added into rows and columns, which can be then saved as assets.

Email Template

A predefined or custom structure for the creation of Emails, including headers, images, predefined Sections and columns. Allows several users of an account to send consistent content while maintaining the company's branding.

Email Tool

Used to drive revenue, increase brand awareness, and boost customer engagement. The drag-and-drop content builder makes the task seamless, allowing users to use templates, create assets and use elements at their will.

Email Volume Limit

The maximum number of Emails that can be sent at one time.







Fallback is a feature that allows users to have a contingency plan whenever a task cannot be performed successfully due to insufficient or no matching data.


To display only a specific type of items belonging to a group of items, based on specific information, or the category that the filtering will be based upon.


A line or block of text appearing at the foot of each page of an email or a page.







A line or block of text appearing at the top of each page of an email or a page.


In computing, the web browsing history is the list of web pages someone has visited recently—and associated data such as page title and time of visit—which is recorded by web browser software as standard for a certain period of time.


Hypertext Markup Language, a standardised system for tagging text files to achieve font, colour, graphic, and hyperlink effects on World Wide Web pages.







Symbols to quickly identify actions and concepts; they improve User Experience and interaction, add aesthetic value and simplify the learning of certain activities.


Event data type in the Segment Builder.

Refers to the id of the link in the content associated with the event. It can be found in the console, under the network tab, upon inspecting the content's link in a browser. Allows you to include or exclude profiles that clicked on a specific link.


Event data type in the Segment Builder.

The image URL of a product that is associated with the event. Allows you to include or exclude profiles that interacted with a specific product image in your website. For example: "Product Views - Collect" image equals "http://www.apsis.com/product/trojamedjulmotiv.jpg?v=1541506".


One of the pillars in APSIS One. It provides in-depth understanding of the Audience, allowing users to predict and influence them. Smarter decision making, made easy.


The coordination of two systems that are associated and work together.

Invite User

The act of inviting a user to an account, usually done by the admin user.






Knowledge Base

The main place where information about APSIS One, step-by-steps, Release Notes, etc. are stored and can be accessed by the public. The place to go for information, guidance and learning. That's where you are right now :)

Known Profiles

Profiles that contain an email or a phone number. A known profile has not necessarily Opted-in, but yet has given the information with consent.






Linked SMS

When an SMS that is longer than the character limit, one or more SMS can be sent in order to send the entire content. The result is displayed as only one SMS, as opposed to several, although they are charged separately.


Event data type in the Segment Builder.

The IP address of where the event originated.







Event data type in the Segment Builder.

The name of the tool that initiated the activity. Allows you to include or exclude profiles that interacted with an activity that came from a particular tool, like Marketing Automation or Email. For example, "Email - Delivered" maFlowId equals "Email".

Manage Users

To assess what permissions and privileges certain users of an account have; to add and remove existing users in an account.







Event data type in the Segment Builder.

The name of the product associated with the event. Allows you to include or exclude profiles that interacted with a product with that name in your website. For example: "Product Views - View" name equals "Blue Patchwork Rug".


An informative text sent by Email, usually contains relevant information that might have different purposes and is directed towards a specific audience. these are, commonly, periodical sendings.

Newsletter Status

Whether a newsletter (Email) is a Draft, Scheduled or Sent.


A short, user-created text used to keep quick thoughts, sketches or drafts. They're user-specific, unlike To-do's.


Messages shown on the platform that inform users on varied events, ranging from system generated or system related notices (updates, for example) to results of an activity or even reminders.







Event data type in the Segment Builder.

Corresponds with "Sign up bar- Return message click". Refers to the URL associated with the Return Message CTA of a Sign-up bar. Allows you to include or exclude profiles that interacted with that particular URL.

One Admin

The user who has the full control of the platform. Has full permissions to edit and delete content, and is able to modify the status of other users within the platform

One Tracker

A functionality used to encrypt tracking links in, for instance, Emails, so that the personal or private information stored in them cannot be used with wrongful purposes. The APSIS One Tracker is a very important security measure that prevents APSIS One and its customers to be associated with any malicious activities.

Open Rate

The rate at which a certain SMS or Email has been opened by the recipients.

Opened Email

An Email that has been opened by the recipient. Can be representative of engagement. In total opens, it reflects the times the email was opened even if the same profile opened more than once. In unique opens, it reflects the amount of times the email was opened by a profile, regardless of whether the profile opened it more than once.


To give consent to be reached/targeted on a specific channel


To revert an opt-in or withdraw consent.

Opt-out Type

Whether a member of a list decides to unsubscribe from a specific Topic, or from all future sendings.

Page views

The amount of times a page has been viewed or opened in a browser.







Fundamental parts of the APSIS One platform, from a customer’s perspective: Audience, Insights and Tools.


A platform is a group of technologies that are used as a base upon which other applications, processes or technologies are developed. APSIS One is a platform.

Platform-generated Item

An item, may be a notification or event, generated by the APSIS One platform in order to inform users on relevant information.


A container of text or images that appears when you hover or click something. Usually contains extensive information, like the delivery details in Email Reports.


In the Website Tool, a Popup is a graphic element that is displayed on top of the rest of the page, immediately getting the visitor’s attention.


In APSIS One, users will have the opportunity to see how their drafts will look like once sent, with data tags included and accurate formatting.


Event data type in the Segment Builder.

Refers to the price of any item or items that are associated with an event. Allows you to include or exclude profiles that interacted with any item or items of a specific price or price range. For example: "Product Views - Collect" price greater than 400.


A collection of information on a visitor. A profile consists of all Attributes and behavioural events (e.g. Age, Gender, Page views, Email clicks).







A line segment extending from the center of a circle or sphere to the circumference or bounding surface.


To make random in order or arrangement the sending of a specific Email or SMS, so that the content sent is more diverse.

Recovered Cart

When a cart that has been previously abandoned becomes a purchased cart, as a result of a specific automation or recommendation.

Recovery Rate

The rate at which it has been possible to recover customers who have previously abandoned a cart or website.


Event data type in the Segment Builder.

The website where the website traffic originated, or where the profiles were before reaching the domain associated with the event. Allows you to include or exclude profiles that came into your website from a specific source. For example: "Sign up bar - Submit" referrercontains"http://www.google.com".


Tool-specific insights.


Return on Investment is a performance measure, used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. ROI measures the amount of return on an investment, relative to the investment’s cost.






Scheduled Emails

Emails to be sent during a specific time or time frame.

Scheduled Update

A system update, shown as an event or notification, that is meant to take place during a specific time or time period.


A way to divide user access on a data level and split up distinct data stored in Profiles. An account can be divided in Sections (e.g. Country, Brands) to separate user access and stored Profile data.


A dynamic filter where all data points from a Profile can be utilised. Segments, for example, would allow a relevant newsletter to be sent to people of a specific age, gender, etc.


Number of sent Emails and SMS (including bounced).

Smart Segment

A predefined segment in the platform.

SMS Tool

An SMS captures the attention you deserve. Keep your audience up-to-date with timely information, or give your loyal customers a discount code before an upcoming sale. The power lies in your hands.


To arrange systematically in groups; separate according to type.


Irrelevant or unsolicited messages sent over the Internet, typically to a large number of profiles, for the purposes of advertising, phishing, spreading malware, etc.

Spam Complaints

Spam complaints are reports made by Email recipients against Emails they don't want in their inbox.

Split Test

Split testing is a solution for carrying out A/B tests. By comparing several versions of your campaigns, Emails, etc., a split test helps you identify which one has better results.


Qualitative and quantitative data used to assess the performance of a certain action, strategy, etc., in a business.


Whether an activity has been completed, sent, scheduled, etc.

Strong Password

A strong password is a special, secret access code that, in order to be considered strong, must contain regular and capital letters, numbers and symbols.


See Opt-in.

Switch Account

To leave an account and enter a different one. Some businesses have more than one account since they require separate Audiences, Tools, etc. for their purposes.

Switch User

To log out of a user and in to another one.







Event data type in the Segment Builder.

The ID for the Consent list that is considered the source of the event. Allows you to include or exclude profiles that unsubscribed from a Consent list. Useful for the "Email - Unsubscribe" event, where Consent listequals "214". To locate a Consent list's id, double-click on a Consent list from the Audience page's Channel Consent tab and copy the last group of characters from your address bar after "target/".


Refers to specific steps required to reach a goal. May also refer to To-do's, a feature of APSIS One that can be accessed from both the Calendar and the Information Centre.


Default or user-generated, customisable structures for Email Campaigns. Choosing a template is the very first step of creating a new Email.


See User Activity Log.


In the Website Tool, the specific time a certain element (Banner, Popup…) will be displayed on the page for. For example, some types of banners are often displayed for only 20 seconds, whereas others may always be present.


Event data type in the Segment Builder.

The title of the link associated with the event. Allows you to include or exclude profiles that interacted with a specific link or links. For example: "Email - Click" title contains "summer".


To enable a specific mode or setting. Example: toggle custom editing.


A tool is typically a campaign tool that a marketer uses to interact with and communicate to their prospects and customers. Examples of tools are Email tool, marketing automation tool and product recommendation tool.

Tool Tip

When hovering over an item, the tool tip is the pop up that appears on top or on the side of it that contains relevant information.


Event data type in the Segment Builder.

The ID for the Topic that is correlated with the event. Allows you to include or exclude profiles that unsubscribed from a specific Topic. Useful for the "Email - Unsubscribe" event, where Topic equals "81". To locate a Topic's id, double-click on a Consent list and then on a Topic from the Audience page's Channel Consent tab and copy the last group of characters from your address bar after "Topic/".


The level subscribers provide their consent on. Reflects their interest and participation with your brand.


Event data type in the Segment Builder.

A series of Topics, separated by commas. For example: "Email - Unsubscribe" TopicIds contain"81, 82, 83". Allows you to include or exclude profiles that unsubscribed from a series of Topics. See Topic above to learn how to locate the Topic ID.


A video or text meant to explain how something works, and how to use it effectively.


Event data type in the Segment Builder.

Corresponds with Google SEO/SEM. Determines whether the traffic comes from a paid or an organic source. Allows you to include or exclude profiles that came from either source.






Unique Clicks

The amount of profiles that clicked one or more links.

Unknown Profiles

Profiles that do not have any Email or phone number registered. Most likely, a profile that only have had web visits and did not provide any personal information.


See Opt-Out.


Event data type in the Segment Builder.

Refers to the specific URL associated with the event. Allows you to include or exclude profiles that interacted with a specific URL, regardless of where you included that URL. For example: "Email - Click" url equals "http://www.apsis.com".


Within an account, a user is a specific person that can have access to the platform. This access, however, is limited and does not share the same privileges as an admin user.

User Activity Log

A summary of every activity performed by each user of a specific account, contains a description of the action and date. Shown in the form of a timeline.

User is Locked

When a user is locked, it is commonly due to invoice issues within an Account.

User No Access

If a user has no access, it is mainly due to restricted permissions from the Account or due to an invoice issue.

User-generated Item

These are items that have been generated by the user, either by adding a To-Do or a Note, or coming from the platform Tools.


The unique name associated to a user or an account.


Event data type in the Segment Builder.

Corresponds with a Google Analytics parameter. This one refers to the text used to identify a particular campaign. Allows you to include or exclude profiles that interacted with that campaign.


Event data type in the Segment Builder.

Corresponds with a Google Analytics parameter. Useful to differentiate similar content or links within the same Email. Allows you to include or exclude profiles that interacted with that content.


Event data type in the Segment Builder.

Corresponds with a Google Analytics parameter. Refers to the communication medium used to display the content, like whether it's an email newsletter, a banner, etc. Allows you to include or exclude profiles that interacted via that medium.


Event data type in the Segment Builder.

Corresponds with a Google Analytics parameter. Identifies the origin on the website interaction, if it was visited by clicking on a website, via a Google search, etc. Allows you to include or exclude profiles that came from that source.


Event data type in the Segment Builder.

Corresponds with a Google Analytics parameter. In the case of the campaigns being tagged with certain keywords, this parameter allows you to specify the keyword. Allows you to include or exclude profiles that interacted with the campaign tagged with that keyword.







The amount of times an element created with the Website Tool has been shown in a screen, regardless of the Profile's response.

Web Script

Also known as the APSIS One Tracking Script. A piece of code that is to be included in the user's website in order to track visitor activity and take advantage of the full power of One.






Website Tool

Used to create banners, popups, etc., to examine the customer journey from the moment they give cookie consent and opt in for promotional content. With this tool, it is possible to continue tracking visitor interaction by picking up data on pages visited, products viewed and searches performed, as well as acquiring their initial consent.



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