> ## Documentation Index
> Fetch the complete documentation index at: https://docs.conversion.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Glossary

> Breakdown of terms and concepts in Conversion, and how they compare to other platforms.

## **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](/product-docs/records/contacts/overview)           | Person to message                                                                    |
| [Companies](/product-docs/records/companies/overview)         | Company you're in business with                                                      |
| Fields                                                        | Field or property that stores information about an object (ex. First Name)           |
| [Events](/product-docs/records/contacts/activity)             | 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](/product-docs/records/opportunities/overview) | 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](/product-docs/emails/blasts/overview)                   | One-time emails sent to a select group of contacts                         |
| [Workflow emails](/product-docs/emails/workflow-emails/overview) | Emails sent in workflows                                                   |
| [Templates](/product-docs/emails/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](/product-docs/workflows/overview) | 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](/product-docs/audiences/overview) | List of contacts                                                               |
| [Campaigns](/product-docs/campaigns/overview) | Broad container for a marketing effort, used to group related marketing assets |
| 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**](http://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       |