Key Terms
These are the core terms used throughout the dashboard and docs. Each links to a full explanation — or use the quick reference below to get oriented fast.
Term
Definition
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These are the core terms used throughout the dashboard and docs. Each links to a full explanation — or use the quick reference below to get oriented fast.
MatchAgent
The script installed on your site that powers campaign-specific personalization
UTM
URL tags (e.g., utm_source=google) that identify where a visitor came from
CampaignMatch
When UTM rules match and mapped page elements are automatically swapped
Rematch
A built-in split test that rotates up to 5 copy variants within a CampaignMatch
Variant
One version of copy within a Rematch (A–E)
View
Any page load where the MatchAgent is present
Eligible View
A View where the visitor's UTMs qualify them for personalization
Referrer
The domain a visitor came from — used as an optional qualifier alongside UTMs
Conversion
A tracked action (button click, form success) tied to a CampaignMatch or variant
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