Glossary of common terms

Setup/Page Creation

3rd Party Script: Javascript from a vendor outside of ion typically used for tracking purposes

Asset: Creative images (i.e. logos) that can be incorporated into ion

Campaign: Folder in ion where creatives are housed - immediately below the portfolio level

Component: Pre-built interactive elements that can be added to your ion pages

Container: Element into which content is published

Content Variable: Syntax used to dynamically insert content into a page or script from data that has been collected. 

Creative: Compilation of ion pages that make up your landing experience – immediately below the campaign level

Creative Studio: Workbench seen while editing a page used to add and edit content.

Deep Links: Web address of internal pages within your creative aside from the initial landing page. Typically used to drive traffic to targeted pages within a microsite.

Dynamic Substitution: The ability to substitute elements in your ion landing experience based on a user condition

Fulfillment: Item that respondents receive after taking a desired action in your creative.

Global Library: Central location where content is stored and managed (i.e. images, scripts, fulfillment items, etc.)

Master Page: Template-based layout used to build creatives

Meta Tags: Element that provides metadata about your landing page to search engines (i.e. title at the top of browser window)

Micro-Themes: On-brand style variations available within a theme that can be applied to specific elements.

Portfolio: Folders that organize your ion campaigns – highest level of organizational structure

Responsive Grid: Element used to define the structure of content within different screen sizes. A responsive grid is pulled into a container to add columns into which content is published. 

Sandbox: Testing area created within ion where concepts can be tried before pushed live

Scriptlet: A piece of custom Javascript code embedded in HTML-like JavaServer Pages (everything inside the <%@ @%> tags).

Standard Grid: Element used to define the structure of content. Grids are pulled into containers to add columns to the container into which content is published. 

Tag: Unique label given to an actionable element within ion utilized to report clicks/conversions at a given point in the ion landing experience

Theme: Overall look and feel for your ion landing experiences

Traffic Source: URL that controls/directs live traffic to your ion landing experience

Widget: Portable code that can add interactive design elements and interactive tools to your ion pages (i.e. Twitter feed, Facebook like button, calendar, etc.)

Data Collection

Choice Group: Component that can be dragged into a Freestyle Form container to add checkboxes and radio buttons.

Choice Set: Grouping of options for use on ion forms that can be displayed as drop-downs, list boxes, radio buttons or checkboxes. Added to ion under Integration > Data Collection, they are comprised of choice names (as displayed on the form) and choice values (that will be saved into the ion database).

Choice Value: The data associated with a given choice set option and exported into a database

Data Field: Designation of information to be collected on a ion form.

Debug Email: Email sent to ion user (as specified) for testing purposes containing the data posted by ion and response from the web form’s server.

Delimited File: Excel-ready (.csv) file that is sent directly to your email address with respondent data

Endpoint URL: The web address (URL) to which respondent data is sent via web form post

Field Mappings: Collection of data fields that will be exported within an integration.

Formatted Email: Email export with defined data fields and subject line that can be delivered immediately or at a scheduled time.

Freestyle Form: Form that can be created while editing an ion page using creative studio.

Integration: The transference of respondent data from ion to a receiver outside of ion (i.e. Salesforce, email address, web form, etc.).


Bubble Chart: Visual representation of traffic flowing through your ion platform pages – the larger the bubble, the more traffic being driven through a given creative. The higher the bubble is, the more conversions and the further to right, the higher the segmentation rate.

Capacity: Total number of unique respondents that can be stored in your ion console

Confidence: Level at which ion declares a “winner” of a given test by removing the lesser performing creatives out of rotation – typically between 85-99%

Conversion: Visitors who complete the most important action in your ion landing experience.  The conversion event is defined by you. Typically, for lead generation, a form submission is labeled “mark respondent as converted.”

Raw Data File: Global or campaign-level export that includes form data and ion core fields.

Respondents: Unique visitors to your ion landing experience

Respondent Funnel: Graphical representation of total, segmented, and converted respondents available at every level of reporting.

Segmentation: The first tagged action visitors make in your ion experience

Source & Creative Drilldown: Breakdown of respondents, segmentation, and conversion rates by portfolio, campaign, traffic source and creative

Subsegmentation: Subsegmentation is the percentage of unique respondents that pick up a second tag

Suspicious Clicks: Report with a list of IP addresses that may not be desired respondents

Unsegmented: Respondents who have not segmented (i.e. left experience without clicking tagged element)