UMAP360 brings a few ideas together. Once these click, the rest of the product reads naturally. Skim this page now and come back to it whenever a term is unfamiliar.

The data you collect

Event — a single thing a person did, captured with a name and a timestamp: a page view, a button click, a purchase. Events are the raw material everything else is built from. See Events & data dictionary.

Property — extra detail attached to an event, like plan: "pro" or order_total: 4999. Properties are what let you filter, group, and segment later, so it's worth sending the ones that matter.

System events — a handful of events the tracker captures automatically or treats specially, written with a leading $:

Custom event — any event you define and send yourself with a name that fits your business, like Checkout Started or Trial Upgraded. Custom events appear in your dictionary automatically the first time they're seen.

Data dictionary — your catalog of every event UMAP360 has seen, with descriptions, expected properties, and an owner. It keeps your team speaking the same language about what each event means.

The people behind the data

Profile — the record of one customer: their traits (email, name, plan) and the full history of events tied to them. Profiles are what you browse under Customers.

Anonymous visitor — someone you've seen but can't yet name. They're tracked by a device identifier until a signal (a login, an email) reveals who they are.

Identity resolution (stitching) — the process of connecting a person's activity across devices and sessions into one profile, even when it started anonymously. UMAP360 does this automatically as identifying signals arrive.

Stitch rate — the share of profiles successfully connected to a known identity. A high stitch rate means you can see complete customer journeys; a low one usually means you should send more identify signals from your login flow.

Trait — a property attached to a person rather than an event, like their email, name, or plan. Traits travel with the profile.

Turning spend into outcomes

Connector — an integration that pulls data in from a platform you already use: Google Ads, Meta Ads, Shopify, Razorpay, GA4, and more. See Connecting your data.

Attribution — figuring out which ad, campaign, or channel actually drove a conversion. UMAP360 captures ad click identifiers automatically so it can credit the right source.

Audience (segment) — a saved group of people who match a set of rules, like "added to cart in the last 7 days but didn't buy." Audiences power both analytics and engagement targeting. See Customers & identity.

Reaching customers

Trigger rule — an automation that watches for a behaviour and reacts, such as "cart abandoned → send a WhatsApp reminder."

Flow — a multi-step engagement journey built from messages, waits, and branches. See Engagement & recovery.

Channel — a way to reach people: WhatsApp, Email, or SMS (RCS is coming soon).

Template — a reusable, personalised message used inside flows and campaigns.

Revenue recovered — revenue UMAP360 attributes to a message it sent, like a purchase that followed an abandoned-cart reminder. It's the headline number for whether your engagement is paying off.

Trust and control

Consent — a record of what a person has agreed to (for example, analytics or marketing). UMAP360 can record and act on consent so you stay compliant. See Privacy & trust.

Workspace (organization) — your top-level container for all data, team members, and settings. Everyone you invite works inside the same workspace.

Last updated 2026-06-11