Growmatik glossary


This article provides definitions and explanations for Growmatik-specific acronyms and industry-specific terms to help you better understand the product and the industry.

Affected People

Affected people are the individuals who have entered automation including a workflow or a rule.
It means that they have initiated a sequence of automated marketing actions or workflows. Marketing automation is a process that automatically sends targeted messages or performs specific actions based on predetermined triggers or conditions.

Entering a marketing automation typically occurs when individuals take specific actions, such as signing up for a newsletter, submitting a form, making a purchase, or engaging with certain content. These actions trigger the events set by the person who created the automation to initiate a series of pre-defined actions, such as sending personalized emails, segmenting the audience, updating customer profiles, or triggering follow-up messages based on their behavior or preferences. It is important to remember that in Growmatik, people can enter an automation not necessarily by triggering an event. Sometimes people can be affected by automations due to their past behavior or demographic data.

Archived User

An archived user is a user that has been removed but is still retained in the Growmatik database for record-keeping purposes. Archived users will not be affected by automations. For example, they will not see popups or receive emails, etc. Archived users will not be included in the marketing audience count, which means you will not be billed for archived users.


Marketing automation refers to the processes to streamline and optimize marketing tasks. It involves leveraging Growmatik platforms to automate repetitive marketing actions, such as email campaigns, lead nurturing, customer segmentation, and personalized messaging.

Automation is initiated for a user either by triggering an event such as placing an order or when the user meets certain criteria such as their demographic data or past behavior, such as the number of emails they have received so far. Users who enter the automation will go through a series of actions, such as receiving email campaigns.

Average Order Value (AOV)

Average Order Value (AOV) is a metric to calculate the average monetary value of each customer transaction. It is determined by dividing the total revenue generated from all orders by the total number of orders within a specific period. AOV provides insights into customer spending habits and helps businesses understand the typical value of a purchase.

Average Time Spent Per Session

Average Time Spent Per Session refers to the average duration that a user spends on a website or digital platform during a single visit or session. It is a metric used to measure user engagement and the level of interest in the provided content or services. The calculation involves adding up the total time spent by all users during their sessions and dividing it by the total number of sessions.

Bounce Rate

Website Bounce Rate is a metric that measures the percentage of visitors who leave a website or webpage without interacting or navigating to any other page within the same website. A bounce occurs when a visitor lands on a page and then exits the site without engaging further. The bounce rate is calculated by dividing the total number of single-page sessions by the total number of entries to the site and expressing it as a percentage. A high bounce rate may indicate that visitors did not find the content relevant or engaging, leading to potential issues with user experience, page load times, or content quality.


A marketing campaign refers to a coordinated set of marketing activities and initiatives designed to achieve specific objectives within a defined timeframe. It involves strategic planning, execution, and analysis of various marketing efforts aimed at promoting a product, service, brand, or message to a targeted audience. A marketing campaign typically integrates different marketing channels such as email marketing, social media advertising, website popups and more.

Cart Abandonment Rate

Cart Abandonment Rate is a metric that measures the percentage of online shopping carts that are initiated by users but left abandoned without completing the purchase. It calculates the ratio between the number of abandoned carts and the total number of initiated carts. Cart abandonment occurs when a user adds items to their online shopping cart but leaves the website before completing the transaction.

Checkout Started

Checkout Started is tracked differently on e-commerce platforms:

Shopify: When a customer enters their contact and shipping information on the first page of the checkout process and clicks continue.

WooCommerce: When a customer is logged into their account, has added something to their cart, then views the checkout page; or, when a customer adds something to their cart, views the checkout page, and enters their billing email address.

Click Rate

Click rate is a metric that measures the percentage of recipients who click on at least one link within an email campaign. It is calculated by dividing the total number of unique clicks by the total number of delivered emails and expressing it as a percentage.


A goal represents a completed activity, called a conversion, that contributes to the success of a business. Examples of goals include making a purchase (for an eCommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site). Goals allow analytics to provide you with critical information such as the number of conversions and the conversion rate for your site.

Conversion Rate

Conversion rate is a metric that measures the percentage of users who opt to purchase a product or service out of the total number of users who visited your site or interacted with your emails, popups, etc. Conversion rate is calculated by dividing the number of conversions by the total number of visitors or interactions and expressing it as a percentage. The higher your conversion rate, the more effective your content.


A coupon is a promotional code or voucher that offers a discount or special offer to customers when purchasing a product or service.

Coupons typically contain a unique code that customers can enter during online checkout to redeem the discount or offer. The discount can be in the form of a percentage off the total purchase price, a fixed dollar amount reduction, free shipping, or other incentives.

Custom Attribute

In addition to Growmatik default fields to track down customers’ attributes such as first name, visiting country, etc. you can add custom attributes to learn more about your customers. For example, responses to a questionnaire you run on your website can be saved as custom attributes in Growmatik such as preferred video game console.

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) is a metric that measures how much revenue a business can expect from one customer over the entire history of that customer’s relationship with the company. It is calculated by multiplying the average purchase value by the number of purchases made by the customer per year and then multiplying that number by the average customer lifespan. CLV is an important metric for businesses because it helps them understand how much they can spend on acquiring new customers and retaining existing ones.

Custom Platform Integration

Custom Platforms Integration refers to integrating Growmatik with the platforms that don’t yet have a native Growmatik plugin. In order to integrate your website using Custom Platforms Integration, some codes need to be inserted into your website. The codes should be placed in a section that runs on all pages of your website, such as the header or the footer section.

Data Layer

The data layer is a JSON object consisting of basic data about your site, the currently visited page, and the visiting user. It has to be present on every page of your app. Due to the nature of the data it contains, it has to be constructed on the backend of your site and passed to the front end.


Email deliverability is a metric that measures the ability of an email message to arrive in the recipient’s email inbox. It is affected by a range of factors such as email authentication, reputation, content and formatting, bounces, etc.


When the message has reached the customer’s email server. It does not guarantee that the message has reached the customer’s inbox.

EU Consent

you must make certain disclosures to your users in the European Economic Area (EEA) and obtain their consent to use cookies or other local storage, where legally required, and to use personal data (such as AdID) to serve ads. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

Email Bounce Rate

Email Bounce Rate is a metric that measures the percentage of emails that were not successfully delivered to the intended recipients’ mailboxes. When an email “bounces,” it means that it was returned or undelivered, usually due to various reasons such as invalid email addresses, full mailboxes, or technical issues.

Email Bounce Rate is calculated by dividing the number of bounced emails by the total number of sent emails and expressing it as a percentage. It helps assess the quality of email lists, the effectiveness of email delivery, and the overall health of an email campaign.


In Growmatik automation, an “event” refers to any kind of activity or behavior that can be measured and tracked within a website or Growmatik environment. These activities can include a wide range of actions, such as user interactions with your website (such as website visits, form submissions, email opens, link clicks, product views, cart abandonment, purchase transactions, etc.) or server-side actions (such as applying a tag, making an API call, or user login). Events can activate or run a series of automated marketing actions or workflows.

Examples of events in marketing automation can include actions such as website visits, form submissions, email opens, link clicks, product views, cart abandonment, purchase transactions, social media interactions, etc. These events serve as triggers that activate the marketing automation system to perform actions such as sending follow-up emails, updating customer profiles, assigning lead scores, segmenting audiences, or triggering personalized messages based on the user’s behavior or preferences.

Funnel & Path

A funnel is a predefined set of visitors’ actions. The path is more general and includes all visitor interactions. The path is a collection of many funnels.

Embedded App

“App embeds” are elements provided by an app that can float or appear as an overlay in your theme, or add code to your online store without being visible to your customers. In order for Growmatik to work correctly with Shopify integration, this feature must be enabled. Without it, the functionality of Growmatik may be limited or not work at all.

Exit Page

The exit page refers to the last page on a site accessed during a visit, signifying the end of a visit/session. In a tabbed or multi-window browser environment, it should still be the final page accessed that is recorded as the Exit Page though it cannot be definitively known that this was the last page the visitor viewed. Because each visit contains at least one “page,” the total number of exit pages equals the total number of completed visits for any given time frame.


Using integrations Gorwmatik can connect to another tool or platform to automatically sync data or obtain customer data.

Growmatik API

Our REST API integration is ideal if you want to create your custom integration. This API offers unparalleled flexibility and freedom so you can customize our code according to your specific needs whether you are running an e-commerce or SaaS business. Learn more

Growmatik Cookie

A cookie is a Mechanism for storing action in the browser of a visitor (just pieces of stored data). It can be used for multiple purposes, but in analytics preferably used for storing and identifying one person as a different visitor from the other and so on. It is possible for a single website to store multiple cookies on the browser of a visitor. Incidentally, these cookies also expire and their expiration term is decided by the code set within the website itself. (A Cookie can be defined as client-side storage of information)

Growmatik Executor

Growmatik executor is a script that will embed in your website and run automations based on triggers or conditions.

Site Sync

Growmatik periodically retrieves data from your site. This retrieval process is called site sync. On each sync, the following information are retrieved from the plugin:

  • Pages
  • Blog Posts
  • Users
  • Products
  • Order Details

Growmatik Tracker

Growmatik Tracker is a JavaScript code that runs on the client side. It tracks the events that occur in the browser and sends them to Growmatik servers for analysis and reporting.


Hits are any interaction that results in data being sent to analytics. Common hit types include page-tracking hits, event-tracking hits, and e-commerce hits. Hence, a single page visit by a user can trigger multiple hits. In Growmatik we use page view event as a hit.

Identity Token

Due to security considerations, Growmatik protects user data using identity tokens. Each user has its own unique identity token, restricting that user to only accessing their own (and not other users’) Growmatik information. Proper implementation of identity tokens as explained below is essential in keeping your visitors’ data secure and private. Growmatik will not run most user-specific automations if you do not implement this security feature on your website.
The unique identity token of each user is calculated from the user’s ID on your platform, using an HMAC mechanism, with the following parameters:
The “key” is a Growmatik-Supplied key called the verification secret.
The “message” should be the user ID.
The algorithm should use the ‘SHA-256’ digest.

Journey Stage

The Journey Stage refers to the different phases or stages that an individual progresses through in their interactions and relationship with a business It represents the various steps and milestones in the customer’s journey, starting from being a visitor to becoming a lead and eventually a customer. In Growmatik, the common journey stages are:

Guest (Visitor): This stage represents individuals who visit a website or engage with a brand but have not yet provided identifiable information. Visitors could be anonymous users exploring the website, browsing products or content, or seeking information.

Lead: The lead stage occurs when a visitor takes an action that identifies them as a potential prospect or shows interest in the products, services, or offerings of the business. This action includes subscribing to a newsletter or filling out a form that allows the business to capture their contact information.

Customer: The customer stage is reached when a lead completes a purchase or transaction and becomes a paying customer. At this stage, the individual has made a commitment to the business and has successfully converted from a lead into a customer.

Landing Page

A page view intended to identify the beginning of the user experience. A landing page is not necessarily an entry page although it could be. For many sites using search ads, the visitor may return several times during a session. A useful metric may be the number of landing pages per session which indicates the degree that visitors move on and off a website.

Marketing Audience

The number of individuals who participate in marketing automations of any kind (e.g. page personalization, email sending, popup display, etc.), is counted monthly. This consists of website’s contacts and guest visitors who are subject to different automations. This number will reset each month. In other words, this is the number of unique audiences that are targeted by marketing campaigns per month.


Quantifiable measurement or numerical value that is used to assess and evaluate the performance, effectiveness, or impact of marketing activities. Metrics provide objective data that enable marketers to track, analyze, and understand various aspects of their marketing efforts and make informed decisions.

New Customers

New customers refer to individuals who have recently become customers of a business or brand. These are customers who were previously not engaged or involved with the company but have now made a purchase or converted into paying customers within a specific time period.

It is important to acknowledge the distinction between existing or returning customers and those who have recently joined the customer base.

New Leads

New leads refer to individuals who have shown interest in a business or its products/services for the first time. These leads are potential customers who have recently entered the sales or marketing funnel by providing their contact information.

Off-site Actions

Off-site actions refer to the automated actions that are performed outside of your website. These can include actions such as:

  • Send Email
  • Activate User
  • Deactivate User
  • Add Tag
  • Remove Tag
  • Archive User
  • Delay
  • Email Unsubscribe
  • Remove From Automation
  • Webhook

Off-site Events

Off-site events refer to the events that are fired by user behavior outside of your website. These can include events such as:

  • Email Click
  • Email Open
  • Email Unsubscribed
  • Tag Added
  • Tag Removed
  • Away
  • Birthdate
  • Checkout Started
  • Form Submitted
  • Custom Event
  • Abandoned Cart
  • Shopify: Order Deleted, Order Completed, Order Canceled, Order Placed, Order Created, Order Updated, Order Edited, Checkout Create, Checkout Delete, Checkout Update, Customer Create, Customer Update, Customer Delete, Customer Disable, Customer Enable, Fulfillment Create, Fulfillment Update, Refund Create, Abandoned Cart
  • WooCommerce: Order Placed, Order Pending, Order On Hold, Order Processing, Order Completed, Order Canceled, Order Failed, Order Refunded, Customer Created, Abandoned Cart
  • WordPress: Customer Created, User Created, User Deleted, User Logged-in, Comment Created, Comment Updated
  • Stripe: Customer Created, Customer Updated, Customer Deleted, Customer Subscription Created, Customer Subscription Updated, Customer Subscription Deleted, Customer Subscription Trial Will End, Charge Succeeded, Charge Failed, Invoice Created, Invoice Sent, Invoice Payment Failed, Invoice Payment Succeeded, Invoice Upcoming

On-site Actions

On-site actions refer to the automated actions that are performed on your website. These can include actions such as:

  • Show Popup
  • Personalized Page
  • Redirect Web Page

On-site Events

On-site events refer to the events that are fired by user behavior on your website. These can include events such as:

  • Website Activity – City
  • Website Activity – State
  • Website Activity – Device
  • Website Activity – Location
  • Website Activity – Page view
  • Website Activity – Product view
  • Website Activity – Query Params
  • Website Activity – Source
  • Website Activity – Time spent

Open Rate

Email Open Rate is a metric that measures the percentage of recipients who open an email out of the total number of delivered emails in an email marketing campaign. It provides insights into the effectiveness of subject lines, email content, and sender reputation in capturing the attention and interest of email recipients.

The Open Rate is calculated by dividing the number of unique email opens by the number of delivered emails and expressing it as a percentage. It indicates the level of engagement and interest generated by the email campaign and serves as an indicator of how well the email resonated with the recipients.


This metric is tracked when a customer places an order. It is important to note that the ordered product event is tracked for each item purchased. If a customer purchases two items in a single purchase, it will count towards one placed order event.

Order Frequency

Order Frequency refers to the average number of times a customer places an order within a specific period. It indicates how frequently customers make purchases from a business or engage in repeat transactions.

Calculating Order Frequency involves dividing the total number of orders placed by the total number of unique customers during the specified period. For example, if 500 orders were placed by 100 unique customers in a month, the order frequency would be 5 (500 orders / 100 customers).

Outbound Email

This refers to the custom from email address when you send and reply to emails.

Page View

Page view refers to the number of times a specific web page has been viewed or loaded in a web browser. It is a common metric used to measure the popularity or traffic of a website or specific page on a website. Each time a visitor loads a webpage, it counts as one page view, regardless of the number of times that visitor has visited the page in a given session or period of time.

Page views are the total number of times a page on the website has been viewed. Now in case, one person clicks on your page multiple times, the analytics will count each visit as a page view.

Pause Integration

You can temporarily pause the integration with Growmatik using the pause button in the Growmatik plugin settings. When Growmatik integration is paused automations will not be executed. Analytics and data gathering will keep running.

Performed a Custom Event

This event tracks and captures specific activities or behaviors that hold significance for the business.

A custom event could encompass a wide range of actions, such as completing a form submission, initiating a purchase, subscribing to a newsletter, clicking a specific button, or any other action that the business wants to track and respond to. These events can be set up to trigger automations through webhooks.

When a user performs a custom event, Growmatik captures that event and sends relevant data or information to a designated endpoint or URL specified by the user. This enables real-time data transfer and integration with external systems or applications, allowing businesses to take immediate action based on the event.

RFM Score

RFM Score is a method used in marketing and customer segmentation to analyze and categorize customers based on their purchasing behavior. RFM stands for Recency, Frequency, and Monetary Value, which are the three key dimensions considered in calculating the score.

Recency: It measures how recently a customer made a purchase. Customers who have made a purchase more recently are given a higher recency score, indicating their higher engagement with the business.

Frequency: It reflects how often a customer makes purchases within a given time period. Customers who make frequent purchases receive a higher frequency score, indicating their loyalty and active engagement.

Monetary Value: It represents the total amount of money spent by a customer. Customers who have made larger purchases or spent more money are assigned a higher monetary value score, indicating their higher value to the business.

In Growmatik, the RFM Score is calculated by assigning a value to each dimension (e.g., low, average, high, etc.) and combining these values to generate a composite score. For example, a customer with high recency, frequency, and monetary value would have a higher overall RFM score.

Referral Source (Referral)

Referrer is a generic term that describes the source of traffic to a page or visit. In some cases, the referrer of interest may not be the prior request to the page. This may be due to redirects, recording of clickthroughs via other requests, or the framing of content.

Referrer – Direct Navigation

The referrer value is empty or null. An empty referral string is often assumed to indicate that the user either directly entered the URL or selected from a list of bookmarks, but. this is not always the case. Some user agents such as email clients, news readers, ad servers, and others may not set the referrer value in the request header and thus the referrer is unknown.

Referrer – External Referrer

The external referrer is a page URL where the traffic is external or outside of the website or a web property defined by the user.

Referrer – Internal Referrer

The internal referrer is a page URL that is internal to the web site or a web-property within the web site as defined by the user. Not all tools report internal referrers as a group.

Repeated Customer Purchases

Repeated customer purchases refer to the scenario where customers make multiple purchases from a business over a certain period of time. It indicates the level of loyalty and ongoing engagement demonstrated by customers. Any second purchase and above from the same customer counts towards a repeated purchase.

Return on Investment (ROI)

Return on Investment (ROI) in the context of marketing is a financial metric used to evaluate the profitability and efficiency of an investment in marketing activities.

ROI is expressed as a percentage and calculated by dividing the net profit or gain from the investment by the initial investment cost and multiplying it by 100.

Returning Customers

Returning customers are individuals who have previously made a purchase from a business and then choose to make subsequent purchases.

Returning customers are distinct from new customers who are making their first purchase. The fact that a customer returns indicates a positive experience or perceived value from their initial interaction, leading them to choose the same business again for their subsequent needs.

Returning Leads

Returning leads refer to individuals who have previously engaged with a website by providing their contact information and then choose to return to the website but still haven’t purchased a product or service.

Returning leads are distinct from new leads, who are individuals entering the sales or marketing funnel for the first time. Returning leads have already expressed some level of interest or familiarity with the business, making them potentially more qualified or receptive to future marketing efforts.


The revenue metric measures the total amount of money generated from sales or business activities within a specific period. It represents the income or financial value generated by a company through the sale of its products or services.


A rule in Growmatik is a type of automation. Rules are typically linear in nature which means there is always an event that if triggered directly performs one or multiple actions as a result. In comparison, workflows as the other type of automation represents a more complex and conditional journey for the customers. For example, automations created by workflows can distribute users into different channels, performing unique actions for each channel whereas rules can only perform the same action to all users.

Search Terms

The search terms that led to your website’s appearance on Google search results.

Impressions: The number of times, any URL from your website appeared on Google search result

Clicks: The number of times, any URL from your website that appeared on Google search results received clicks from the audience.


A segment or customer segment refers to a specific group or subset of customers who share common characteristics, needs, behaviors, or preferences. It involves dividing a larger customer base into smaller, more targeted segments to better understand and address the distinct needs and expectations of different customer groups.

Segments can be defined based on various criteria, including demographic factors (such as age, gender, and location), behavioral patterns (such as purchasing behavior, and usage frequency), or other factors.


Segmentation is the process of separating people into groups or classes based on certain filters. Users might automatically be added to or removed from a segment.

Session (Visit)

A session or visit is an interaction, by a visitor, with a website consisting of one or more page views. During a session, a user can engage in various interactions on the website, such as viewing multiple pages, clicking on links, submitting forms, or triggering events. If a visitor has not taken another action (typically additional page views) on the site within a specified time period, the visit will terminate by timing out.

When session start? A session is started when the first hit (page view) is made by a user; including when the user follows a link that leads to a site.

When does a session end?

  • After 30 minutes of user inactivity
  • After the user logs out
  • After a change in session source/referrals
  • At the end of the day (midnight)

Time Spent on Site

The total amount of time the user has spent on the website.

Top Weekday Activity

The most popular day of the week in terms of website visits.

Transactional Email

Transactional emails are automated emails that are triggered by specific actions or events related to a user’s interaction with a website, application, or service. Unlike commercial or marketing emails, transactional emails are primarily focused on providing essential information and facilitating a transaction or ongoing user engagement.

They serve a functional purpose, delivering important updates, notifications, confirmations, or reminders related to the user’s activity or account.

UTM Parameteres

UTM stands for Urchin Tracking Module, which is a code appended to a URL to track and analyze the effectiveness of different marketing campaigns.

UTM Campaign: A UTM Campaign is a specific marketing initiative or promotion that is being tracked. It helps identify which campaign or initiative generated traffic, conversions, or engagement on a website. For example, a company may create multiple UTM Campaigns for different product launches or seasonal promotions.

UTM Source: The origin of your traffic, such as a search engine; for example, Google or any other domain.

UTM Content: UTM Content is a parameter used in UTM tracking to differentiate between different versions or variations of a specific marketing asset or link. It helps marketers understand which specific content element within a campaign led to better performance. For example, if a company is running an email campaign with multiple links, they can use UTM Content to differentiate between the links and see which one generated more clicks or conversions.

UTM Medium: The general category of the source, for example, organic search (organic), cost-per-click paid search (CPC), and web referral (referral).

UTM Term: UTM Term is a parameter used in UTM tracking to identify the specific keyword or search term associated with a paid advertising campaign. It is commonly used in search engine marketing (SEM) to track the effectiveness of specific keywords or search terms in driving traffic or conversions. UTM Term helps marketers understand which keywords are performing well and driving relevant traffic to their website.

Unique Visitors

Unique visitors refers to the number of distinct individuals who visit a website within a specific timeframe. It is a metric used to measure the total number of different people who access a website, regardless of how many times they visit or interact with the site.

Each unique visitor is counted only once, regardless of the number of visits they make or the pages they view during their session. This metric helps businesses understand the reach and audience size of their website, providing insights into the number of individual users who have shown interest or engagement.

Unsubscribe Rate

Unsubscribe rate refers to the percentage of recipients who choose to unsubscribe or opt-out from receiving further email communications from a sender or email marketing campaign. It is a key metric used to measure the effectiveness of email marketing campaigns and the level of user engagement and satisfaction.

The unsubscribe rate is calculated by dividing the number of unsubscribed recipients by the total number of delivered emails and multiplying it by 100 to express it as a percentage.


In Growmatik, all contacts (anyone with an email address) is considered a user.


In Growmatik, view or impression refers to the display of a popup or personalized web page to the user. It occurs when the content appears on the user’s screen, whether as a result of a specific action or triggered event.

Visit Duration (Time Spent)

The length of time in a session. The calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session.


A workflow is a tool within Growmatik that allows users to visually design, create, and manage automated marketing workflows or sequences.

A marketing workflow is a series of predefined actions, tasks, or communications that are triggered by specific events or conditions. The marketing workflow builder provides a visual interface where users can drag and drop various elements, such as triggers, actions, conditions, and delays, to construct a workflow. Users can define the sequence and logic of the workflow by connecting these elements to create a step-by-step flowchart representation of the automated marketing process.

Was this article helpful?YesNo