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This glossary defines the key terms used across Marketing Automation articles. If you're new to Apsis One or marketing automation in general, this is a good place to start.

Marketing Automation - Key Terms Glossary

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Term	Definition
Profile	A contact record in Apsis One Audience. Every subscriber, visitor, or customer is stored as a Profile. Profiles carry Attributes, Tags, Events, and Subscriptions.
Attribute	A data field on a Profile - for example First Name, Date of Birth, or Country. Attributes can be text, number, date, or true/false. Used to trigger scheduled flows and personalise content.
Event	A recorded action performed by a Profile - for example an email click, form submission, or website visit. Events are the primary trigger for real-time Marketing Automation flows.
Custom Event	An event defined by you (via the Website Tracking tool or API) to capture business-specific actions - for example a product purchase, a file download, or a pricing page visit. Requires setup before use in flows.
Tag	A label applied to a Profile. Tags are used to categorise profiles, trigger flows, or remove profiles from flows via Termination Tags.
Segment	A dynamic group of Profiles who match defined criteria. Segments update automatically as Profile data changes. Used as triggers in scheduled flows or filters inside nodes.
Subscription	A Profile's consent record for a specific communication type (e.g. newsletter, SMS marketing). Flows require profiles to hold the correct Subscription to send messages.
Listen Node	The entry point of every Marketing Automation flow. It defines the trigger - the action or condition that brings a Profile into the flow.
Node	A single building block in a flow - each node performs one action or makes one decision. Nodes are connected in sequence to form the customer journey.
Flow	The complete automated journey - a connected series of nodes that profiles travel through based on their data and behaviour.
Entry Limit	A Flow Setting that controls how many times a Profile can enter the same flow. Set to 1 for one-time flows (welcome, birthday). Can be higher for recurring engagement flows.
Termination Tag	A Tag that, when applied to a Profile, immediately removes them from a flow. Configured in Flow Settings -> Terminate.
Node Stats	A view in the Canvas showing how many Profiles have passed through, are currently waiting at, or have exited each node. Essential for troubleshooting.