Glossary

Overview

This page provides quick-reference definitions for terms used in performance marketing. You don't need to memorize them all. Circle back here if you need a definition, or ask your favorite AI Agent to turn this into a quiz to test your knowledge of performance marketing terms.

AI Terms

Term	Definition
* Agent	An AI-powered worker responsible for a specific job in SuperFunnel, much like an employee at a company. One agent builds pages, another manages assets, another manages ad spend and traffic, another handles compliance, and another researches new opportunities. Most are AI-driven, though some simply watch for a specific condition. Agents appear throughout SuperFunnel as the builders beside pages and quizzes, Skills, Ask AI, and the prompts inside Opportunities and Alerts. Each is built on the Brain (Connectors, Skills, Knowledge, and Memory) along with its own configuration and prompts.
Brain	The foundation every agent is built on, made up of four parts: Connectors, Skills, Knowledge, and Memory.
Connectors (MCPs)	Connections that let agents reach external tools and data sources. See Connectors for the full list. See also: Model Context Protocol.
Knowledge	Reusable context that agents can retrieve when working.
Large Language Model (LLM)	The AI model that interprets a prompt and generates a response. LLMs power Agents.
Memory	What agents remember and carry across conversations.
Model Context Protocol (MCP)	An open standard that lets AI agents connect to external tools and data sources through a common interface.
Skills	Prepackaged, repeatable best practices and tools that agents can use.
* SuperAgent	The manager that coordinates your agents, like a team lead directing employees. When you start a new campaign, the SuperAgent delegates the work: one agent finds the best keywords and conversion opportunities, the builders assemble the pages, and any other agents needed join in, all communicating through the SuperAgent.

Asset & Entity Terms

Term	Definition
Campaign	A container for a specific marketing initiative within a workspace. Each campaign holds one or more pages.
Embedded Form	A multi-step form embedded within a page. Unlike quizzes, embedded forms cannot function as standalone pages.
Field	An individual input element within a quiz, embedded form, or simple form — such as Email, First Name, or Phone Number. Each field has a name and an ID.
Form	An input field or group of fields on a page used to capture visitor information.
Global Section	A reusable page block that updates across all pages where it is used when edited once.
Page	The destination URL for your traffic. Visitors land here after clicking an ad or link. Each page can have multiple variants.
Popup	A page element that appears above the main content. Popups can contain quizzes, forms, or static information.
Quiz	An interactive multi-step form that qualifies leads and collects data. Quizzes can exist as standalone pages or be embedded directly within pages.
Section	A building block within a page, such as a header, footer, hero stripe, or testimonial block. See also: Global Section.
* Variant	A version of a page ideally served to a distinct audience segment. Variants split traffic by audience. If no traffic rules are set, traffic is distributed equally across all active variants. Each variant can contain multiple variations tested in an experiment. Examples: one variant for visitors arriving from a Google Search campaign, another for visitors from a Meta retargeting campaign; one variant for mobile users, another for desktop; one variant for cold traffic, another for existing customers.
* Variation	A specific page design tested within a variant. When you run an experiment inside a variant, you create variations — each showing the same audience a different layout, copy, or design. The original is the Control; any modified version is a Treatment.
Workspace	The top-level container in SuperFunnel, typically representing a single brand. Multiple workspaces allow you to manage different brands or clients independently.

Page Layout and Routing Terms

Term	Definition
Fold	The point on a page where content is cut off by the bottom of the screen before scrolling. Content "above the fold" is visible on load without scrolling; content "below the fold" requires scrolling to see. The exact position varies by device and screen size.
Smart Traffic	A routing system that directs visitors to the appropriate page variant based on rules such as keywords, device type, campaign, or geography. Smart Traffic routes between variants (audiences); experiments test variations within a variant.

Metrics

Performance Marketing Metrics

Term	Definition
Attribution	The process of assigning credit for a conversion to the traffic source or touchpoint that drove it.
Bounce Rate	The percentage of visitors who leave a page without interacting or navigating further.
CTR (Click-Through Rate)	The percentage of people who click an ad or link out of those who saw it — clicks ÷ impressions.
CVR (Conversion Rate)	The percentage of visitors who complete a conversion — conversions ÷ visitors. The core funnel metric.
Impression	A single view of an ad or page.
Primary Metric	The main measure of success for a page or experiment, weighted above secondary metrics.

Cost & Return Metrics

Term	Definition
AOV (Average Order Value)	The average amount spent per order or purchase.
CPA (Cost Per Acquisition)	The average cost to acquire one converting customer or action.
CPC (Cost Per Click)	The average amount paid for each click on an ad.
CPL (Cost Per Lead)	The average cost to generate one lead.
CPM (Cost Per Mille)	The cost per one thousand ad impressions.
LTV / CLV (Customer Lifetime Value)	The total revenue expected from a customer over the entire relationship.
ROAS (Return on Ad Spend)	Revenue generated for every unit of currency spent on ads — revenue ÷ ad spend.
ROI (Return on Investment)	The overall return relative to total cost — (gain − cost) ÷ cost.

Conversion & Lead Terms

Term	Definition
Conversion	A completed action on a page, such as a form submission, purchase, or signup.
CTA (Call to Action)	The element prompting a visitor to take the next step, such as a button or link ("Sign Up", "Get Started", "Book a Demo"). A page's primary CTA drives its main conversion goal.
Funnel	A series of sequential steps or pages designed to guide visitors toward a conversion goal. For example: Awareness (ad impression) → Interest (click) → Desire (time on page) → Action (conversion).
GTM (Google Tag Manager)	A tool for managing and deploying tracking tags (such as pixels and analytics snippets) on your pages without editing code directly.
Lead	A visitor who has submitted a form or taken a qualifying action on a page.
Lead Magnet	A free offer (such as a guide, discount, or template) given in exchange for a visitor's contact information.
Partial Lead	A potential lead who did not complete all required steps — for example, they filled in some fields but did not reach the final submission step. SuperFunnel can capture partial leads if a key field such as email or phone is collected in an earlier step.
Pixel	A small tracking snippet placed on a page to measure conversions and build advertising audiences.
Retargeting	Showing ads to people who have already visited your page or interacted with your brand. Also called remarketing.
`superfunnel-conversion`	A built-in event that fires on any conversion, including click-outs and form submissions. Broader than `superfunnel-form-submission`. Use it (or a custom event) when a lead converts before the final step. See Default conversion events.
`superfunnel-form-submission`	A built-in event that fires when a visitor reaches the Final Step of a form or quiz. Visitors who don't reach it are recorded as partial leads. See Default conversion events.
Tag	Depending on context: 1. SuperFunnel tag — a label added to pages for grouping and categorization, used to organize and set up campaigns. Examples: `black-friday`, `meta-retargeting`, `mobile`, `webinar-2026`. 2. Tracking tag (GTM) — a snippet of code, such as a pixel or analytics script, deployed on your page through a tag manager like Google Tag Manager. See also: GTM, Pixel.
UTM	URL parameters appended to a link that tag its traffic source, medium, and campaign for tracking in analytics.

Integration Terms

Term	Definition
CRM	Customer Relationship Management — a system for storing and managing your leads and customer data, often connected to SuperFunnel via webhooks or event streams.
Event Stream	A webhook-based connection that sends page or conversion events from SuperFunnel to your backend or third-party systems.
Webhook	A connection that automatically sends data to an external system whenever a defined event occurs on your page.

Scientific Experimentation

Term	Definition
A/B Test	An experiment comparing two or more variations within a single variant to determine which design performs better on a defined metric. Variants split audiences; variations split traffic within an audience.
Completion Criteria	The rules used to determine when an experiment has produced statistically meaningful results.
Confidence	The statistical assurance that a winning variation's higher performance reflects a real user preference rather than random chance.
Control	The baseline variation in an experiment — typically the original page design. All other variations (treatments) are measured against it.
Treatment	A variation in an experiment that differs from the control in one specific way. The treatment is what you are testing. See also: Control, Variation.