Glossary

Concepts

A quick summary of key concepts in Conversion.

CRM

Concepts relating to the core objects and data models in Conversion. Objects represent the overall schema, whereas records are individual instances of objects.

Concepts	Definition
Contacts	Person to message
Companies	Company you’re in business with
Fields	Field or property that stores information about an object (ex. First Name)
Events	Logged interaction by a contact, such as page visits, form submissions, or ad clicks
Custom events	Events with custom types beyond the standard Conversion event types
Opportunities	Potential or ongoing deal with a customer, synced from your CRM
Custom objects	A custom object type defined by the user (ex. Products)
Relationships	The linking between a contact and custom object
Relationship attributes	Data attached to a relationship, without a defined schema

Email

Concepts relating to the email sending service in Conversion

Concepts	Definition
Blasts	One-time emails sent to a select group of contacts
Workflow emails	Emails sent in workflows
Templates	Email templates that can be used to create email blasts or workflow emails

Workflows

Concepts relating to workflow automations in Conversion

Concepts	Definition
Workflows	Automated sequences that string together actions such as sending messages, enriching data, updating records, logical operations, etc.
Workflow nodes	The actions in a workflow a contact passing through will take (send marketing email)

Other

Other important concepts in Conversion

Concepts	Definition
Audiences	List of contacts
Campaigns	Broad container for a marketing effort, used to group related marketing assets
Webinars	A campaign for a single session, which can register contacts on Zoom, Sequel, or Goldcast and track their attendance
Tokens	Configurable values that can be reused in email content and workflow nodes

Terminology Comparisons

What the counterparts to concepts in Conversion are called in other platforms.

CRMs

Conversion	Salesforce	Hubspot
Contacts	Leads & Contacts	Contacts
Companies	Accounts	Companies
Variables	Fields	Properties
Engagements	Tasks/Events	Engagements
Opportunities	Opportunities	Deals
Audiences	Lists	Segments (prev. Lists)
Campaigns	Campaigns	Campaigns
Workflows	Flows	Workflows
Blasts	n/a	Regular Emails

Marketing Automation Platforms

Conversion	Marketo	Pardot
Contacts	People	Prospects
Companies	Companies	n/a
Fields	Fields	Fields
Activities	Activities	Activities
Audiences	Lists	Lists
Opportunities	Opportunities	Opportunities
Campaigns	Programs	Campaigns
Workflows	Smart Campaigns	Automation Rules
Workflow Triggers	Smart Lists	Automation Rule Criteria
Blasts	Email Programs	List Emails

Customer Engagement Platforms

Conversion	Customer.io	Iterable	Braze
Contacts	People	Users	Users
Companies	n/a	n/a	n/a
Fields	Attributes/Traits	User Fields	User Attributes
Activities	Events	Events	Events
Opportunities	n/a	n/a	n/a
Audiences	Segments	Lists	Segments
Workflows	Campaigns	Workflows	Canvases
Blasts	Broadcasts	Campaigns	Campaigns

Records

Emails

Workflows

Audiences

Forms

Content

Campaigns

Data Syncing

Unified Query Engine

Folders

Liquid

Tracking

Workspace Settings

GDPR

Concepts

CRM

Email

Workflows

Other

Terminology Comparisons

CRMs

Marketing Automation Platforms

Customer Engagement Platforms

​Concepts

​CRM

​Email

​Workflows

​Other

​Terminology Comparisons

​CRMs

​Marketing Automation Platforms

​Customer Engagement Platforms

Concepts

CRM

Email

Workflows

Other

Terminology Comparisons

CRMs

Marketing Automation Platforms

Customer Engagement Platforms