Glossary - Data & Engagement

App User

You and your team using the CrossEngage Platform

User Role

A Set of Permissions is assigned to each App User. By Changing the User Role, App Users might be granted or revoked permissions to various features in the CrossEngage Platform.

User / Customer

Your Customers and potential customers, who are using your Applications and Services. Each User is assigned a Unique Customer ID.

Product Catalog

The Product Catalogue is the list of products along with their relevant information, stored on the CrossEngage Data Platform.


On the Data & Predictions Platform, an event is a recorded user behavior, such as a page view or a product moved to a shopping cart. Certain events are built into the CrossEngage platform, while more can be created.


Lead refers to individual profile lacking a customer ID (known as ‘id’ in CrossEngage). Usually, these are prospects and newsletter subscribers who have an email address attached to their profile that serves as a primary identifier.

Web Tracking

Web Tracking refers to tracking User activities and behavior across the web. It can be immensely useful in identifying different patterns in user behavior and translating this knowledge into Conversions.

User Segment

A User Segment is a group of Users that can be identified through common traits or activity. In our Data & Engagement Platform, a User Segment can be used for marketing campaigns. This is similar to 'Selections' in the Predictions Platform.

User Profile Browser

The User Profile Browser allows you to search through and view User profiles, including their Personally identifiable Information. Only App Users with the required access (Roles) can view Personally Identifiable Information via the User Profile Browser.


Labels can be added to User Segments, Campaigns and more, as a means to group and organize your segments and campaigns. They do not serve any additional functionality on the Cross-Engage system.


A Template is a pre-defined email layout, that may already include content like images or text. Rather than create a new email from scratch each time, you can use a template as a base, including Handlebars for personalization between emails. For more information, please click here.


A module is an element in a Template, such as a Block, a Stripe, or a Structure, that has been saved for reuse in the same or other Templates. Silimar to Macros, Modules allow you to speed up the creation of multiple Templates with some common features.


Handlebars is a popular Javascript framework for personalizing content and building reusable HTML template blocks.

Helper Functions

Helper Functions are built-in functions in Handlebars, which can be used for filtering or formatting the displayed output. They can also be used for some specific tasks, such as to provide an Opt Out link.


A Dispatch is any outgoing Message or communication to a Customer. It can be digital, such as an email or text message, or physical, such as a booklet or a flyer.

ID, External ID

The External ID, known sometimes as ID is a Unique Identifier for every Customer in your database.


CrossEngage Internal ID for every User. This ID is system-generated when a new User is registered / identified.

Realtime Campaign

In our Data & Engagement platform, the term ‘real-time campaign’ refers to campaigns that are triggered as an immediate response to user behavior. When it comes to user behavior, a Realtime Campaign always asks What will the user do in the future that I want to react to in Realtime?

Audience Campaign

In our Data & Engagement platform, the term ‘audience campaign' refers to campaigns that are sent at a predetermined time, and which target a specific segment of users. When it comes to user behavior, an Audience Campaign always asks 'What has the user done up to this point?'

Personally Identifiable Information

Any representation of information that permits the identity of an individual to whom the information applies to be reasonably inferred by either direct or indirect means.


In Realtime Campaigns and Stories, Users are tracked by the actions they may or may not perform when interacting with your website or Messages. A User Journey is the series of steps the User must perform to be included in the Campaign / Story.

Traits / attributes

the term ‘trait’ refers to static attributes and characteristics of user profiles (e.g. customer’s first name, last name, address, etc). While certain traits are built into the CrossEngage platform, our customers can also create their own custom traits via API call.


A webhook is an automated call, wherein a website sends information to a server in response to predefined events. With respect to the CrossEngage platform, webhooks can be used to obtain response data from our external integrations (e.g. whether a customer has unsubscribed, received a campaign, opened a message, or clicked on a provided link)


In our platform, ‘properties’ designate subcategories of events. For example, mail.sent is an event that is recorded whenever a CrossEngage campaign triggers and an email message is sent out to users. The property ‘Provider’ sorts these mail.sent events by the Email Service Provider integration through which the mail was sent.


The term ‘integration’ refers to the process of linking together different computer systems, allowing them to act in concert. Our platform is integrated with a wide variety of communication channels, including direct mail, SMS, push notifications, and email.

Last updated