Appendix A: Glossary
This comprehensive glossary defines all key terms used in Auxia Console.
A
Active (Status)
A status indicating that a treatment or journey is live and delivering to users. Only active treatments within active journeys can reach users.
Admin
A user role with full Console access, including user management, configuration, and all operational features.
Agent and AI Insights
The AI-powered assistant in Auxia Console (Analyst Agent) that answers questions about your data in natural language.
Analyst Agent
The AI engine powering Agent and AI Insights. It interprets questions, queries data, and provides analysis.
Analytics
Dashboards and reports showing performance metrics for goals, journeys, and treatments.
Attribution
The process of determining which treatments get credit for conversions. Attribution models vary (first-touch, last-touch, multi-touch).
Attribution Window
The time period during which a conversion can be attributed to a treatment exposure.
B
Burst Journey
A time-limited journey with specific start and end dates. Used for promotions and seasonal marketing. Automatically ends at the configured end date.
Bulk Upload
A feature that lets you create multiple treatments at once by uploading a CSV file with treatment data.
C
Click
A user interaction with a treatment, typically pressing a CTA button or engaging with treatment content.
Click-Through Rate (CTR)
The percentage of users who clicked on a treatment after seeing it. Formula: Clicks / Impressions × 100%
Auxia Console
The current version of the Auxia administrative web interface for managing treatments, journeys, and analytics.
Content Field
A configurable field in a treatment (e.g., title, body, image, CTA) that defines what users see.
Control Group
A subset of eligible users who don't receive treatments, used to measure the true impact (uplift) of treatments.
Conversion
When a user completes a desired action (goal), such as making a purchase, signing up, or engaging with a feature.
Conversion Rate
The percentage of users who completed the goal action. Formula: Conversions / Total Users × 100%
Evergreen Journey
An always-on journey without an end date. Runs continuously until manually paused. Used for ongoing engagement.
CTA (Call-to-Action)
The button or link in a treatment that prompts users to take action (e.g., "Shop Now", "Learn More", "Get Started").
D
Dashboard
A visual display of key performance indicators (KPIs) and metrics. The Home Dashboard provides an overview of all marketing performance.
Data Field
A variable containing user or contextual information used for personalization (e.g., ${first_name}) and targeting (guardrails).
Data Pipeline
An automated process that brings user data from external systems into Auxia.
Destination
A delivery channel configuration (e.g., Braze for multi-channel delivery, Salesforce Marketing Cloud for email) that determines how treatments reach users.
Draft (Status)
A status indicating a treatment or journey has been created but not yet activated. Draft items cannot deliver to users.
E
Editor
A user role that can create and edit treatments and journeys but typically cannot manage users or system configuration.
Guardrail
A condition that determines which users qualify to see a treatment (e.g., "users who visited in the last 7 days", "premium subscribers only").
Engagement
User interactions with treatments, including impressions, clicks, and dismissals.
Export
The ability to download analytics data for external analysis.
F
First Touch Attribution
An attribution model that gives credit to the first treatment a user saw before converting.
G
Goal
A measurable business outcome you want to achieve through personalized customer experiences. Goals are the foundation of Auxia Console - everything (journeys, treatments, analytics) connects back to goals. Goals are linked to Value Events which track success metrics. Also called Objective in some contexts.
Examples:
- Increase purchases
- Boost app engagement
- Reduce churn
- Drive sign-ups
See also: Value Event, Goal Analytics
H
Home Dashboard
The main landing page in Auxia Console showing overall performance metrics, journey summaries, and treatment statistics.
I
Impression
A single instance of a treatment being shown to a user. One user can have multiple impressions.
Integration
A connection to an external service (e.g., Braze, Salesforce Marketing Cloud, Segment) for data exchange or treatment delivery.
J
Journey
A coordinated set of treatments working toward a common goal. Types include Evergreen (always-on) and Burst (time-limited).
K
KPI (Key Performance Indicator)
A measurable value indicating performance toward a goal. Common KPIs include conversion rate, CTR, and uplift.
L
Last Login
The most recent time a user accessed Console.
Last Touch Attribution
An attribution model that gives credit to the last treatment a user saw before converting.
M
Modal
A treatment type that displays as an overlay popup requiring user action to dismiss.
Multi-Touch Attribution
An attribution model that distributes credit across multiple treatments a user saw before converting.
N
Notification
See: Push Notification
O
Goal Analytics
Analytics dashboard showing performance toward your business goals, including conversion rates and uplift.
P
Paused (Status)
A status indicating a treatment or journey is temporarily stopped but can be reactivated. Paused items do not deliver to users.
Permission
A specific capability that can be granted to users (e.g., TREATMENT_VIEW, PROGRAM_EDIT). Permissions are grouped into roles.
Personalization
Customizing treatment content for individual users using data fields (e.g., "Hello ${first_name}" becomes "Hello Sarah").
Portfolio
A list view of items (treatments or journeys) with filtering, sorting, and management capabilities.
Journey (Marketing)
A coordinated set of treatments working toward a common goal. Types include Evergreen (ongoing) and Burst (time-limited).
Journey Analytics
Analytics dashboard showing performance of individual journeys and their treatments.
Push Notification
A treatment type delivered directly to users' devices, appearing in the notification tray even when the app is closed.
Q
QA (Quality Assurance)
The process of testing treatments before they go live to ensure quality and accuracy.
QA User
A test user account used to preview and test treatments on real devices before activation.
R
Reach
The number of unique users who saw a treatment (as opposed to impressions, which counts multiple views per user).
Role
A collection of permissions that defines what a user can do in Console. Common roles include Viewer, Editor, Analyst, and Admin.
S
Scheduled (Status)
A status for Burst journeys that have a future start date. The journey will automatically become active at the scheduled time.
Session
A period of user activity in Console, ending after logout or inactivity timeout.
Sparks
AI-powered recommendations that suggest improvements to treatments during creation, such as better headlines or CTAs.
Statistical Significance
A measure of confidence that observed results (like uplift) are real and not due to chance. Generally need 95%+ confidence.
Surface
A location in your application where treatments can appear (e.g., home screen, product page, checkout).
T
Target Action
The desired user action you want to encourage with a treatment (e.g., make purchase, complete signup).
Treatment
A personalized message or experience delivered to users. Types include push notifications, in-app messages, emails, banners, and modals.
Treatment Rate
The conversion rate for users who received treatments (as opposed to the control group).
Treatment Type
The format/template for a treatment (e.g., banner, modal, push notification, in-app message). Defines structure and required fields.
Trend
A pattern in metrics over time, shown in time-series charts. Can be upward, downward, or flat.
U
Uplift
The incremental improvement in conversion rate for users who saw treatments compared to the control group. Formula: (Treatment Rate - Control Rate) / Control Rate × 100%
User
A person with access to Console, assigned a role that determines their permissions.
User Attribute
A piece of information about a user (e.g., name, email, subscription tier, location) stored as a data field.
V
Value Event
A specific user action that indicates progress toward a goal. Value Events are the success metrics that define when a goal is achieved. They can track both occurrences (e.g., purchase happened) and monetary value (e.g., purchase amount $49.99).
Common types:
- Transaction events: purchase_complete, checkout_success, subscription_started
- Engagement events: session_start, feature_used, content_viewed
- Conversion events: registration_complete, profile_completed, trial_started
Value Events are configured in Configuration > Company > Value Events and linked to Goals.
See also: Goal, Attribution
Viewer
A user role with read-only access to Console. Can view treatments, journeys, and analytics but cannot make changes.
W
Widget
A component on a dashboard displaying specific metrics or information.
Wipeout
A data deletion feature for compliance purposes (e.g., GDPR requests to remove user data).
X-Z
No entries
Acronyms Reference
| Acronym | Full Form |
|---|---|
| CTA | Call-to-Action |
| CTR | Click-Through Rate |
| GDPR | General Data Protection Regulation |
| IAM | Identity and Access Management |
| KPI | Key Performance Indicator |
| ML | Machine Learning |
| PII | Personally Identifiable Information |
| QA | Quality Assurance |
| SDK | Software Development Kit |
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