> ## Documentation Index > Fetch the complete documentation index at: https://docs.embedreach.com/llms.txt > Use this file to discover all available pages before exploring further. # Glossary > Key terms and concepts used throughout our documentation. To help illustrate these concepts, we'll use a fictional example: **FestivePro**, a vertical software platform for holiday decoration installers, and its ecosystem of businesses and customers. ## People & Organizations | Term | Definition | Example | | ------------ | -------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------- | | **Partners** | The vertical software providers who embed Reach functionality into their platform. | FestivePro, the software platform for holiday decoration businesses. | | **Tenants** | Businesses that use the partner's vertical software platform. These can be nested (e.g. parent companies with multiple brands or locations). | "Five Star Holiday Services," a holiday decoration installation company that uses FestivePro to manage their business. | | **Users** | Individual contacts whom the tenants serve. | Homeowners and business owners who hire Five Star Holiday Services to install their holiday decorations, e.g. "Noel Brightman". | | **Groups** | Organizational units to which individual users may belong, relevant for attribution. | "The Brightman Family" or "Main Street Co.", where Noel Brightman is ordering services on behalf of their business. | ## Reach Products | Product | Purpose | Example | | ------------ | ------------------------------------------------------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------ | | **Measure** | Track ROAS and view comprehensive ad reporting dashboards across channels. | Five Star Holiday Services sees which ad channels and campaigns drove the most bookings for light installations. | | **Engage** | Create targeted SMS & Email campaigns using customer data. | Five Star Holiday Services sends personalized emails to previous customers offering early booking discounts for the upcoming season. | | **Acquire** | AI-powered ad builder and campaign optimization to reach new customers. | Five Star Holiday Services starts advertising online with just a few clicks. | | **AI Voice** | AI-powered voice answering service that handles incoming calls with natural language processing. | Five Star Holiday Services can answer calls automatically 24/7. | ## "Acquire" & "Measure" Terminology | Term | Definition | Example | | ------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------ | | **Ad Platforms** | Systems that place advertisements, such as Google or Meta. | Five Star Holiday Services runs Facebook ads targeting homeowners interested in holiday decorations. | | **Landing Pages** | Marketing websites where tenants direct their customers, often from ads. | [www.fivestarholiday.com](http://www.fivestarholiday.com) showcases their decoration services and portfolio. | | **Partner-Owned Pages and Forms** | Scheduling pages, lead forms, checkout forms, etc. hosted by the vertical software partner. | FestivePro provides Five Star Holiday Services with an online booking system embedded in their website. | | **Third-Party Owned Pages and Forms** | External tools like Hubspot, Acuity, or Calendly that are separate from partner-owned pages. | Five Star Holiday Services embeds a Calendly scheduling widget on their site. | | **Landing Page Visits** | Initial visits to a website, with tracking information about the source. | A homeowner clicks on a Google ad and visits Five Star Holiday Services' website. | | **Identifications** | When a previously-anonymous visitor provides identifying information. | A visitor fills out a quote request form, providing their name, address, and contact information. | | **Transaction Data** | Customer information from the partner system that helps provide a picture of revenue and LTV attributable to various sources. | Records of all decoration installations, including services purchased and revenue. | ## "Engage" Terminology | Term | Definition | Example | | ------------------------ | ---------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **Channel Integrations** | The available communication providers and their configurations at the partner level. | FestivePro has turned on select email service providers to enable all their tenant businesses to send emails. | | **Channel Accounts** | Configured integrations that enable tenants to send communications through various channels. | Five Star Holiday Services' email account configured with their branding and subdomain. | | **Channel Senders** | Specific sender identities within a channel account, such as email addresses or phone numbers. | [marketing@fivestarholiday.com](mailto:marketing@fivestarholiday.com) and [sales@fivestarholiday.com](mailto:sales@fivestarholiday.com) are two different email senders. | | **Transaction Data** | Customer information used for analytics, segmentation, and personalization. | Five Star Holiday Services segments customers based on past decoration packages purchased and targets them with relevant upgrades. |