Iterable Foundations Certification flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Campaign vs Journey

Campaigns are one-time sends to a list; Journeys are automated, event-driven flows that run continuously and can include delays and branching.

Campaign audience refresh

When enabled, the recipient list is recalculated at send time to include users who newly match the audience criteria; otherwise the list is frozen at launch.

Campaign A/B test split

A percentage of the audience is randomly assigned to each variant; the winning variant can be auto-selected based on open or click rate after a test window.

Frequency capping

A limit on the number of messages a user can receive per channel within a time period; enforced at send time and can override campaign or journey sends.

Send throttling

Controls the rate of message delivery (e.g., messages per minute) to avoid overwhelming systems or ESP limits; applies to campaigns and journeys.

Campaign statuses

Draft, Scheduled, Running, Paused, Completed, Canceled. Pausing stops future sends but does not recall already delivered messages.

Journey entry trigger

Defines how users enter a journey: event-based (user performs event), audience-based (user joins audience), or API-triggered (external call).

Journey re-entry rules

Specifies whether a user can enter the same journey multiple times: once, once per user, or re-entry allowed after exit; re-entry resets journey state.

Journey delay node

Pauses a user for a fixed duration or until a specific time; delays are computed from entry time or previous node completion and can be relative or absolute.

Journey decision node

Branches the flow based on user attributes, events, or segment membership; each branch must lead to a node or exit, and an else branch handles unmatched users.

Journey exit criteria

Conditions evaluated at each node transition that remove a user from the journey early (e.g., user makes a purchase); exits are checked before node execution.

Journey goal

A conversion event measured within a specified window after entry; goals can be set at journey level and per node to analyze funnel performance.

Journey statuses

Draft, Active, Paused, Stopped, Archived. Pausing stops new entries and delays processing; stopping removes all users and ends the journey.

Static vs dynamic audience

Static audiences are fixed snapshots (manual upload or one-time build); dynamic audiences update automatically as users meet or fail filter criteria.

Audience filter logic

Combines user attributes, events, and segment membership with AND/OR logic; nested groups allow complex conditions. Event filters can specify count and time window.

Lookalike audience

An audience built from a seed audience using similarity modeling; seed size should be at least 1,000 users for reliable results. Used to expand reach.

Audience overlap analysis

Shows the intersection between two audiences; used to avoid over-messaging or to prioritize high-value segments by identifying shared members.

Suppression list

A list of users excluded from sends (e.g., unsubscribes, bounces); automatically applied to all campaigns and journeys, and custom suppression audiences can be added.

Audience refresh lag

Audience size and membership are computed asynchronously; large audiences may take minutes to hours to refresh. Check the last refreshed timestamp before launching.

Catalog item

A record in the catalog representing a product or content piece, with fields like ID, name, price, URL, and image; items are organized into collections.

Catalog schema

Defines required and optional fields for catalog items, including field types (string, number, boolean, date, array). Schema changes may require reindexing.

Catalog collection

A static or dynamic group of catalog items; dynamic collections use filter rules (e.g., price > 100) and update automatically as items change.

Catalog sync

The process of updating catalog data from a source (CSV, API, integration). Frequency depends on source; monitor sync status for errors and missing items.

Catalog in messages

Catalog data can be inserted into messages via merge tags (e.g., {{catalog.item.name}}) and used in Journeys via catalog lookup nodes for personalization.

Catalog size limits

Each project has a maximum number of catalog items (e.g., 1M); large catalogs should use collections and filters to avoid performance issues.

Open rate formula

Unique opens divided by delivered messages, expressed as a percentage. Delivered = sent minus bounces. Used to measure email engagement.

Attribution model

Determines how conversion credit is assigned to touchpoints: last touch, first touch, or linear. Default is last touch within a 7-day window.

Event tracking

Instrumenting user actions via SDK or API; events are used for segmentation, journey triggers, and conversion goals. Events include name, timestamp, and properties.

Funnel analysis

Shows drop-off between steps (e.g., sent → opened → clicked → purchased); used to identify optimization points in campaigns and journeys.

Cohort analysis

Groups users by entry date or behavior and compares retention or conversion across cohorts to measure long-term impact of campaigns and journeys.

Statistical significance

A/B test results require typically 95% confidence to declare a winner; avoid peeking at results early to prevent false positives.

Data freshness

Event data is typically available within minutes; audience size and catalog sync may lag by hours. Check timestamps before drawing conclusions from analytics.