Reference · Glossary

Glossary

Every term used across the Sumeru docs, defined once. Inline <Term> tooltips throughout the docs deep-link here.

A

#AOV · also: average order value: Average Order Value — total revenue divided by number of orders over a window. Useful with cohort + channel breakdowns.
#A2P 10DLC · also: a2p, 10dlc: Application-to-Person 10-Digit Long Code — US SMS compliance regime. Sumeru handles brand + campaign registration with Twilio automatically. Read more →

#Customer 360 · also: c360, unified profile: One unified profile per customer combining orders, sessions, messages, marketplaces, POS, opt-ins, and ML predictions. Every other sales-engine feature reads from it. Read more →
#CAPI · also: conversion api, meta capi: Meta's server-side Conversions API. The only reliable post-iOS-14 path for accurate Meta attribution. Sumeru fires CAPI events server-side per order. Read more →

#DSAR · also: data subject access request, data request: Data Subject Access Request — when a customer asks "what do you have on me?" or "delete my data". Sumeru ships a pipeline that turns these around in under 24 hours. Read more →
#DLQ · also: dead letter queue: Dead-Letter Queue — where BullMQ jobs land after exhausting retries. Each entry carries a `failure_class` that drives triage. Read more →
#DIE · also: decision intelligence engine: Decision Intelligence Engine — the layer that reads every signal hourly and surfaces the 3–5 things worth acting on this week. Spine of Sumeru analytics. Read more →

#GMC · also: google merchant center: Google Merchant Center — the catalog that powers Google Shopping, Performance Max, YouTube Shopping, and Google Lens. Sumeru maintains the feed automatically. Read more →
#GDPR · also: general data protection regulation: EU privacy regulation requiring consent records, sub-24h DSAR turnaround, and audit trails. Built into Sumeru by default on the free tier. Read more →

#Holdout · also: holdout group, shop holdout: A slice of an audience deliberately not exposed to a campaign or journey, used to measure causal lift. Distinguishes "campaign worked" from "would have happened anyway". Read more →
#HMAC · also: hmac sha-256, hmac-sha256: Hash-based Message Authentication Code. How webhooks are signed and verified — both inbound (verify source) and outbound (we sign, you verify). Read more →

#Idempotency-Key · also: idempotency: HTTP header that lets you safely retry POST/PATCH requests. Same key + same body within 24h returns the same response — no duplicate side effects. Read more →

#LTV · also: lifetime value, predicted ltv, pltv: Customer Lifetime Value. Sumeru computes predicted 90-day and 12-month LTV per customer, used for bid caps, loyalty tiers, and win-back budgets. Read more →

#Multi-touch attribution · also: mta, multi-touch: Crediting a conversion across every touchpoint that contributed (email, ad, SMS, browse) rather than only the last one. Sumeru ships six attribution models side by side. Read more →

#ROAS · also: return on ad spend: Return On Ad Spend — revenue attributed to ads divided by ad spend. Sumeru reports multi-touch ROAS across Google, Meta, and TikTok in one unified view. Read more →