Glossary of Grow Key Terms

Here you can find a glossary of the most commonly used Grow terms.

  • API Key — Centralized secure storage for integration credentials to avoid re-entry across new integrations.

  • Attribution tracking — The process of assigning credit to different marketing touchpoints that contribute to a conversion, such as a purchase or sign-up. It helps marketers understand which campaigns, channels, and interactions are most effective by connecting user journeys to final outcomes, allowing them to effectively optimize their strategies.

  • Branching logic — The ability to present different questions based on a participant's response. For example, you may want to use a different language based on whether it’s a positive or negative sentiment.

  • Conversion — The conversion rate is the number of submissions (=completed forms) divided by the number of impressions (=Experience entries on-screen).

  • Customer ID — External identifier passed to Experiences (via query string nc.customerid / nc.customeridtype or via Embed/API); used to unify user data across systems.

  • Entrant — The end consumer who participates in the Grow Experience (also known as participant).

  • Experience — A marketing interaction you build in Grow (e.g., quiz, form) that collects (zero-party) data and engages participants.

  • Form section (module) — Collects user data via inputs (text, email, radios, checkboxes, etc.); supports various field settings.

  • Impression — The number of times the Experience has been fully loaded on-screen.

  • Insights — Analytics on key metrics and performance indicators across Experiences and time windows (e.g., drop-off, time spent).

  • Integrations — Connections with other products and systems. These can be internal Marigold products/systems (e.g., Sailthru, Marigold ID) or third-party products/systems (e.g., Shopify, Adobe Commerce).

  • KPI — A Key Performance Indicator. In Grow, it’s used to provide key engagement statistics for Experience insights (impressions, sessions, submissions, opt-ins).

  • Lightbox (Experience) — An overlay (web pop-up) publishing format, which includes preset sizes and positioning.

  • Macro — Built on our legacy framework, this Experience type remains supported but isn’t optimized for the latest features and enhancements. For the fastest performance and most flexible design options, we recommend upgrading to NextGen.

  • Microsite (Experience) — Microsite is a type of publishing destination to display an Experience as a standalone web page.

  • Module — A building block placed on a page inside an Experience (e.g., content blocks, form fields). Types and behavior vary by Experience/page.

  • NextGen — Built with the NextGen architecture, this Experience type is optimized for all devices, loads faster, and uses a simplified setup process that requires less configuration effort while offering more design flexibility.

  • Opt-ins — The participant has consented to one or more opt-ins.

  • Page builder — The editor you use to design Experience pages (add modules, configure layout/content).

  • Parent window — This is used when a link is inside something embedded, like a pop-up, iframe, or mini-page that’s part of a larger site, and instead of opening inside that smaller section, it replaces the main page behind it.

  • Participant — The end consumer who participates in the Grow Experience (also known as entrant).

  • PES — Profile Event Stream. It's a data integration framework that enables near real-time synchronization of participant attributes, preferences, and engagement metrics from Grow to other Marigold products. The PES Integration enhances personalization and data exchange within the Marigold ecosystem by continuously streaming profile updates and behavioral events, ensuring that marketing systems stay aligned and up to date.

  • Publishing destinations — Ways to publish an Experience: Web Embed, Microsite, Lightbox.

  • Recognize known users — A participant who can be identified before starting the Experience, such as someone coming from an email link or logged in on your website. Known users allow you to prefill or hide form fields based on existing profile information.

  • Rewards — Incentives (prizes, offers, coupons) delivered in real-time or with odds; used to increase engagement.

  • Same frame — This is used when a link opens right where the visitor is — it replaces the content in that specific area (or tab).

  • Sessions — The number of registered sessions. A session is registered when an engagement occurs. This might be a button click, populating a text field, or scrolling to the next question.

  • Submissions — The number of forms that are completed (= filled in all required fields) and submitted by entrants.

  • Theme — Controls fonts, colors, and styles for an Experience; designed for quick customization without coding.

  • Token — A way to personalize an Experience using data already collected during the Experience. For example: Question 1 might be “What’s your name?” and if an entrant enters “Sarah”, question 2 might be “Sarah, tell us more about xxx”.

  • User — The user of the Marigold (Grow) platform; i.e. the Admin, publisher etc.

  • Webhook — A push mechanism referenced in technical docs for making entry data and events available to external systems.

  • Zero-party data — Data that a customer intentionally and proactively shares with a brand, which can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize them.