CommerceCommerce GlossaryPart 11 of 12
Marketing and Customers Glossary
26 terms from the Commerce book's Marketing and Customers part, each defined in a line and linked to the chapter that explains it.
- Abandonment flow: a triggered series after a viewed product, a cart or a started checkout with a contact captured, exiting when the customer orders through any channel (Email, SMS & Lifecycle Marketing).
- Advantage+ sales campaign: Meta's automated sales campaign, the successor to Advantage+ shopping campaigns, without the existing-customer budget cap for new campaigns (Acquisition & Attribution).
- ATT (App Tracking Transparency): Apple's permission prompt an app must show before tracking a user across other companies' apps and websites, which cut the signals ad platforms receive from iOS (Acquisition & Attribution).
- Automated resolution: a helpdesk's billing unit for a request an AI agent resolves without a person; Gorgias rebills it as a ticket if an agent replies within 72 hours (Customer Service).
- Bulk sender: a sender of more than 5,000 messages a day to Gmail (or 5,000 to Outlook.com), held to authentication, DMARC alignment, one-click unsubscribe and spam-rate rules since 2024 (Email, SMS & Lifecycle Marketing).
- Campaign (lifecycle): one marketing send to a segment at a scheduled time, as distinct from a triggered flow (Email, SMS & Lifecycle Marketing).
- Chatbot disclosure law: a state law requiring a bot to say it isn't human, such as California's B&P Code 17941 and Maine's 10 MRSA §1500-Y (Customer Service).
- Commission lock: the date after the return window when an affiliate's commission on an order becomes payable, reversed if the order is returned first (Acquisition & Attribution).
- Confirmed (double) opt-in: a signup verified by a reply or click before marketing starts, recommended for email and required by some carriers and platforms for cart-reminder texts (Email, SMS & Lifecycle Marketing).
- Contacts per order: support tickets divided by orders, by category, carrier, warehouse or SKU, the measure of whether support is absorbing upstream defects (Customer Service).
- Conversions API: a server-to-server feed of orders and other outcomes to an ad platform, with hashed customer details and an event ID shared with the browser pixel for deduplication (Acquisition & Attribution).
- Endorsement Guides: the FTC's rules (16 CFR Part 255, revised 2023) treating free products and commissions as connections endorsers must disclose clearly, with the advertiser liable for its endorsers (Acquisition & Attribution).
- Enhanced conversions: Google's supplement to its conversion tag with SHA-256 hashed first-party data matched to signed-in Google accounts (Acquisition & Attribution).
- Flow: a triggered marketing program (trigger, filters, delays, messages, exits) sent to one person when they act, such as a welcome, cart reminder or winback (Email, SMS & Lifecycle Marketing).
- Geo experiment: an incrementality test that changes spend in some regions and compares total sales with matched control regions, as Meta's GeoLift does with synthetic controls (Acquisition & Attribution).
- Marketing mix model (MMM): a regression of sales on spend by channel over time, with lags and saturation, calibrated with experiments; Google's Meridian and Meta's Robyn are open source (Acquisition & Attribution).
- Mini-TCPA: a state telemarketing law reaching texts with its own consent, hours and frequency rules, such as Florida's, Oklahoma's, Maryland's and Virginia's (Email, SMS & Lifecycle Marketing).
- One-click unsubscribe: RFC 8058's
List-Unsubscribe-Post: List-Unsubscribe=One-Clickheader, DKIM-signed, that lets a mailbox provider unsubscribe a recipient with one POST (Email, SMS & Lifecycle Marketing). - Order action: a named support operation on an order (cancel, change address, refund, replacement, store credit, return label) that calls the owning system under a cap and a reason (Customer Service).
- Performance Max: Google's goal-based campaign across all its ad inventory from one budget, built from feeds, assets and a bidding goal (Acquisition & Attribution).
- Quiet hours: federal rules limit telephone solicitations, including texts, to 8 a.m. to 9 p.m. in the recipient's local time, and states set stricter windows; texting platforms hold messages until the window opens (Email, SMS & Lifecycle Marketing).
- Replenishment flow: a reorder reminder timed from an order line's quantity and the item's usage period, suppressed for active subscribers (Email, SMS & Lifecycle Marketing).
- RFM: recency, frequency and monetary value scores computed from orders and used to segment customers (Email, SMS & Lifecycle Marketing).
- Sunset flow: a last message to long-unengaged subscribers before suppressing them, protecting deliverability (Email, SMS & Lifecycle Marketing).
- Suppression: a recorded refusal to send to an address (after an unsubscribe, STOP, hard bounce, complaint or deletion), honored whatever any consent says (Email, SMS & Lifecycle Marketing).
- WISMO ("where is my order"): the order-status contact, answered or prevented by tracking, honest states and proactive exception messages (Customer Service).