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Access Point (AP)

A device that allows the internet to be served. It displays the wireless network name in order for wireless devices, like a phone, to connect to the internet. Also commonly referred to as a router or hotspot.

Ad Impression

The number of times your ads were shown on a screen. Impressions can occur multiple times per user.

Ad Server

A web based tool used by marketers to help with ad management, campaign management and ad trafficking.

Ad Tag

A small piece of HTML or JavaScript code inserted into the source code of a web page via an ad server.


An application programming interface (API) is a set of subroutine definitions, communication protocols and tools for building software. A good API makes it easier to develop computer programs and build connections between software platforms.


The long word for app; programs designed to perform specific functions. As in, “there’s an app for that.”

Audience Segmentation

The practice of dividing people into subgroups based on identifiable characteristics such as product preference, demographics, psychographics, media use, and other behaviors. It’s used in marketing to help advertisers design and tailor products, services, and ads that satisfy the targeted groups.

Audience Targeting

Selecting a segmented group of customers or prospective customers to receive your advertisements in their social media feed. The better the audience, the better the results.


Before a network can pass information between itself and any hosts, users may be asked for an ID and password or some other type of key to gain access. Authentication is the process of providing these access requirements.

Average Ticket Price

This is a metric that provides details on the average amount of sales generated by a specific customer.



The bit rate of data capacity available for use. Insufficient bandwidth will cause slow network performance. No one likes that.

Beacon Advertising

Marketing that relies on beacons, small battery-powered Bluetooth devices that broadcast location-triggered rich notifications to smartphones nearby, to push messages and content.

Beacon Technology

Bluetooth signal installed throughout a business used to send push notifications to a device within range with a specific message.

Behavioral Targeting

Targeting marketing to customers based on visit behavior, spending patterns, or other behavioral factors.

Bounce Rate

The total percentage of visitors to a particular website who navigate to a page and leave the site after viewing only one page. A high bounce rate can mean content is weak or simply not suited to the visitor.


The act of sending bulk emails. Unlike in bodybuilding, where it’s about getting huge. Sending out bulk emails can sometimes trigger spam filters.


Call To Action (CTA)

This is a messaging device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the words or phrases used to encourage consumers to take prompt action by clicking on a link.

Captive Portal

This is the web page that users of a public WiFi network will land on before access is granted. They will usually have to provide a password or certain information (e.g., email address, name, age, etc.) before they are able to use the WiFi.

CASL Compliance

Canada’s Anti-Spam Legislation (CASL) is one of the toughest anti-spam laws on Earth. Companies must either obtain express consent or rely on implied consent from Canadian recipients in order to contact them via commercial electronic messages (CEMs).

Click-Through Rate

This is the percentage of customers who have clicked the links included in an email. Email analytics will show how many times each link has been clicked.

Cloud Computing

Software and services that run on the internet, instead of locally on a computer. Examples include database storage, apps and other IT resources delivered through a cloud services platform.

Comma-Separated Values (CSV)

CSV is a simple file format used to store tabular data, such as a spreadsheet or database. Commas are used to separate values so data can be read easily.

Connected TV (CTV)

A connected TV (CTV) is a television that connects to the internet. With CTV, online ads are streamed and the targeting is based on specific audiences rather than channels. This allows companies to target users regardless of what channels or networks they watch or what time of day they watch their programs..


An individual customer with whom a business has established some form of communication.

Contact Collection

The process of acquiring a customer’s information. This is often handled through a sign-up page or some sort of portal.

Contactless Menu

Our contactless menu solution leverages a QR code to redirect customers to your Adentro hotspot, allowing them to log in with their email addresses and then land on your menu page.


The moment when a potential customer takes action on a marketing message or call to action.

Conversion Pixel

Javascript code to place a blank pixel image on a webpage. This pixel will send a notification to Facebook with their website visit information.

Conversion Rate

The percentage of visitors to a site or location who complete a desired action out of the total number of visitors. A high conversion rate usually means marketing and messaging is working.


Cookies are the key to online tracking measures. They remember information and keep track of preferences. They measure visits to web pages and recognize when someone returns. 

Cost Per (Thousand) Impression (CPM)

The average amount of money spent to generate a click on your ad. CPM stands for cost per mille, with mille being Latin for thousand.

Cost Per Visit (CPV)

The average amount of money spent to bring an individual into your business.

Custom Audiences

A subset of customers or prospective customers who will be reached by your ad. This group is refined based on additional factors like customer status or visit behavior.

Custom Trigger

In the Adentro platform, a trigger is an event that causes the sending of a Smart Email. It can be something like a first visit, a certain number of visits or a birthday. They can also be in response to portal surveys or a progressive loyalty program.

Customer Relationship Manager (CRM)

A technology that helps manage a company’s relationships and interactions with customers and potential customers.

Customer Lifetime Value (CLV)

In marketing, customer lifetime value (CLV or often CLTV), lifetime customer value (LCV), or life-time value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer.



A user interface that functions as an information management tool that displays important data points, metrics and key performance indicators (KPIs).

Disengaged Customer

A disengaged customer is one who hasn’t opened an email from any business using Adentro in 18 months, so we no longer send them emails.

Domain Name

The words used to communicate to a DNS server which website the user wants to visit. For example, our domain name is The Domain Name System (DNS) is what translates the name to an IP address.

Double Opt-In

This is a type of email subscription where a user confirms they want to be added to a mailing list in two steps. The first step usually involves submitting a name or email address to a website. In the second step, the user confirms their choice by clicking a link in a received email.

Dwell Time

The length of time a customer spends in the physical location of your business.

Dynamic Creative

A Facebook feature that allows you to automatically test combinations of your digital ad assets across different audiences without having to do any of the heavy lifting manually.

Dynamic IP (DHCP)

The Dynamic Host Configuration Protocol (DHCP) is assigned from a pool of IP addresses available from a network provided by an internet service provider.


Email Deliverability

Put simply, this is the ability to deliver emails. Some marketers use the delivery rate to tell how likely email campaigns are to reach customers’ inboxes. Deliverability can be lowered by things like throttling, bounces, spam issues and bulking.

Email Provider

A provider of email hosting. Its email servers send, receive, accept and store email on behalf of organizations or end users. Examples include Gmail and Yahoo Mail.


Any type of encoding applied to a digital resource to protect it from unwanted access.


Any connection between an external stakeholder, like a customer, and an organization using any of the various channels of communication available to marketers.

Engagement Metrics

Breakdown of your advertisement engagement. Your boss is going to want a report on them.

Engagement Rate

The number of times an action was performed on your advertisement such as clicks, likes, and comments.


A system for connecting multiple computer systems together.

Ethernet Port

The jack or socket on a piece of computer network equipment that Ethernet cables are plugged into.


First-Time Customer

A customer who has signed onto the WiFi for the first time. First-time customer emails are sent immediately after a customer’s first visit.


A part of a network designed to block unauthorized access while permitting outward communication. All Adentro APs are equipped with a firewall to protect customers and their information while using guest WiFi networks.

Flag Employees

This is an action that can be taken from the Adentro dashboard. It allows businesses to exclude WiFi-using employees from data so their log-ins don’t influence reporting.



The General Data Protection Regulation (GDPR) is a new privacy law applicable in the European Economic Area (EEA) that regulates the processing of personal data of individuals. Among other things, the GDPR regulates the collection, use and sharing of personal data of EEA individuals.

Geofencing (Geo-Fencing)

Geofencing is a location-based digital marketing tool that lets marketers send messages to smartphone users in a defined geographic area.

Geotagging (Geo-Tagging)

Geotagging is the process of adding geographical information to media as metadata.

Geotargeting (Geo-Targeting)

The process of delivering content to a user based on his or her geographic location.


Hard Bounce

A hard bounce is an email that can’t be delivered for some permanent reason. The email address it was sent to could be fake, entered incorrectly or is preventing delivery for unknown reasons. The result is the same, the email isn’t making it and there’s nothing that can be done.


Wireless access points that provide internet access to mobile devices such as smartphones or laptops. They are typically placed in public locations.


Hypertext Markup Language is a standardized system of codes and symbols used for tagging text files to achieve font, color, graphic and hyperlink effects on the internet.


A link between a file or document and another location or file, usually activated by clicking on highlighted text or an image on the screen.


Incremental Revenue

This is an estimated amount of revenue based on the number of Walk-Throughs seen as a result of your Adentro emails. This figure is calculated by multiplying a Walk-Through Rate by an average ticket price. Average ticket price can be adjusted under settings in the Adentro dashboard.


The Insights tab will give an overview of marketing and analytics performance through Adentro. Here you’ll see overall stats like contacts collected, total number of Smart Emails sent, and a demographic breakdown of the customer base will be displayed.

iOS 14 Approximate Location Tracking

Apple’s newest operating system update, iOS14, has major limitations to tracking for marketers. Approximate location will be shared with apps instead of a user’s precise location. Great news—Adentro is not impacted. Our data collection is enabled using WiFi connectivity to determine location rather than GPS.

IP Address

A unique string of numbers that allows wireless devices to connect to the internet. All wireless devices automatically pick up an IP address from the modem. Without an IP address, you can’t surf the internet.


An internet service provider is a company that provides internet connections.



Categories applied to specific users so they can be segmented.

LAN Port

Local area network ports are Ethernet sockets on computers or network devices such as switches or routers.

Landing Page

This is a standalone web page used by digital marketers, created specifically for the purposes of a specific marketing or advertising campaign. It’s often where users end up after they have followed a call to action (CTA).

Lifetime Contacts

The total number of customers that have provided your business with their email address via the WiFi network in your physical location or via your web form since Adentro was installed.

Local Area Network (LAN)

A group of computers or devices that share a common communications line or link to a server, usually in a proximate area.

Location Audiences

Audiences for digital ads that are based on potential customers’ physical locations.

Location Targeting

The practice of targeting ads to customers based on their physical locations.

Location-Based Marketing

Location-based marketing involves online and offline tactics designed to help businesses plan and implement marketing activities based on consumers’ geographic location.

Lost Customer

A visitor who has visited at least twice but has not returned to a venue in 31 days.

Lost Customer Email

An email sent to any customer who has visited twice but hasn’t returned in 30 days.

Loyal Customer

A visitor who has returned to a venue multiple times over a certain period of time.

Loyal Customer Email

A recurring email sent to customers after every 10th visit.

Loyalty Program

A rewards program offered by a company to customers who visit or make purchases frequently.


MAC Address

A media access control address is a unique identifier assigned to a device like a cell phone, tablet, computer or laptop.

Marketing Automation

This is the automation of repetitive marketing tasks through software. This could include emails, social media and website actions. Popular marketing automation platforms include HubSpot, Marketo and Pardot.

Media Planning

The selection of high-performing media platforms for a client’s brand or product to use.

Megabits Per Second (Mbps)

This is a unit of measurement for bandwidth used in reference to download and upload speeds.

Message Blast

An email message sent to a large group of people simultaneously.


A device which stores the internet, sometimes provided by the ISP. Devices that serve or use the internet, in any capacity, are connected to the modem directly or wirelessly.


Neighborhood Targeting

The practice of serving ads to specific geographies, often small (neighborhood sized), to connect with consumers who live or work nearby.

New Contacts

The total number of new customers that have provided their email address via the WiFi network in your physical location or via your web form in the past 30 days.

New User

A person who connects to a WiFi hotspot for the very first time.

Network Walk-In

A Walk-In occurs when an Adentro Network WiFi hotspot detects the MAC address of a mobile device identifiable within the Adentro Network inside the physical location of the business. This can include both users who did and did not sign onto the business’ WiFi, as long as they have previously signed in to any WiFi hotspot in the Adentro Network. This visit is qualified by a dwell time of three minutes or more during store operating hours.



Any incentive offered to customers to bring them back in.

Offer Redemption Code

A unique code per individual offer that appears when a guest is redeeming it. Users can enter offer codes as a comment when applying the discount into their point of sale system and then cross reference what’s been redeemed in the Adentro dashboard to track all redemptions.

Offline Attribution

This is the ability to tie online marketing to offline actions such as in-store visits and sales. It’s often described as the “holy grail for brick-and-mortar marketers” because, historically, they have had no way to directly measure the business results of their digital marketing efforts.

Omnichannel Marketing

A multichannel sales method that provides the customer with an integrated shopping experience across multiple touchpoints. The customer can shop online or in a brick-and-mortar store, and the experience will be seamless.

On-Premise Marketing

In-store marketing used to draw attention to certain products or services (e.g., products on end-caps or in-aisle displays).

Open Rate

This measures how many people view or open an email. It’s often seen as a percentage and calculated by dividing the number of email messages opened by the total number of email messages sent (excluding those that bounced).


Direct permission by a customer or a recipient of an email or other direct message to allow a marketer to send merchandise, information or more messages.


Parent Account

This account summarizes customer information and overall metrics for any child accounts (individual locations). Emails can be sent from the parent account to reach customers for all locations.

PCI Compliance

The Payment Card Industry Data Security Standard (PCI DSS) is a set of security standards designed to ensure all companies that accept, process, store or transmit credit card information maintain a secure environment.

PoE Injector

Power over Ethernet. This device allows businesses to run power and data to the AP via a single Ethernet cable. This is useful for ceiling/wall mounting or placing the AP somewhere where there isn’t a nearby wall outlet.

Portal (Page)

This is the custom landing page where customers sign onto Adentro WiFi.

Portal Survey

A survey sent through Adentro. As guests connect to your WiFi, businesses can present up to two survey questions. When creating a survey, assigned labels will be automatically applied to customer profiles based on their responses.

Positive Review Channels

If customers respond with a 4- or 5-star review through the Rating Widget, they can be prompted to leave a review on a preselected set of social channels such as Facebook, Google, OpenTable or TripAdvisor.

Programmatic Buying

The algorithmic purchase and sale of digital advertising space in real time.

Proximity Targeting

Targeting marketing to customers within a predetermined distance of your business.


Radius Targeting

Advertising that targets customers when they are close to a preselected location.

Rating Page

A page accessible through your dashboard where ratings and reviews can be accessed. 

Rating Widget

This drag-and-drop widget can be placed in email blasts and Smart Emails. When a guest chooses 1-3 stars, a notification of the complaint is received in real time, allowing the issue to be resolved before it’s shared online. Alternatively, when they choose 4 or 5 stars, they’ll be encouraged to share positive feedback on preferred social sites, including Google, TripAdvisor and Facebook.

Real Time

The actual time when something takes place. For example, when we refer to real-time feedback, we mean customers are responding now, not in the future. Unless they happen to be time travelers.

Repeat Customer Emails

An email sent immediately after a guest’s second visit.

Reputation Builder

An Adentro tool that promotes good reviews and encourages customers who have bad experiences to interact directly with merchants to resolve issues.

Request For Proposal (RFP)

A document that solicits proposal, often made through a bidding process, by an agency or company interested in procurement of a commodity, service, or valuable asset, to potential suppliers to submit business proposals.

Restaurant Marketing

Five creative restaurant marketing ideas that we have seen work well for Adentro’s restaurant clients that helps drive restaurant sales.


The commonly used name for the 8P8C modular connectors used in Ethernet and other data links.

Return on Advertising Spend (ROAS)

Return on advertising spend (ROAS) is the total amount of revenue a business receives for every dollar spent on an advertising source. It is used to measure the effectiveness of advertising campaigns. The higher the return, the more effective the advertising.


A networking device that forwards data packets between computer networks. Routers perform the traffic directing functions on the internet.


Secondary Action Rate (SAR)

This is a metric that accounts for the percentage of actions taken beyond ad clicks related to exposure to an ad.

Signup Form

A software widget for the web that can be embedded into third-party sites. They’re usually found in a sidebar and perform one simple function, such as showing the weather.

Small-to-Medium Business (SMB)

A business that typically has between 10 and 500 employees.

Smart Emails

Smart Emails automatically reach out to customers based on their visit behavior, so that the right message can be sent to the right person, at the right time.

Soft Bounce

A soft bounce is an email that can’t be delivered for temporary reasons. This could be due to something like the recipient’s inbox being full or an email having a file attached that’s too big to deliver.

Software Developer Kit (SDK)

A set of software development tools that allows the creation of applications for a certain software package, software framework, hardware platform, computer system, video game console, operating system, or similar development platform.

Spam Filter Risk

This is how likely an email will be banished to a spam folder. Spam filters are designed to catch unwanted emails. Reduce the likelihood of getting flagged by sending relevant content, never using deceptive headers or subject lines and always providing an unsubscribe option.


Service set identifier is the fancy designation for a network name. This is the name of the network that appears to customers connecting to WiFi.


This stands for Secure Sockets Layer. It’s the standard tech for keeping an internet connection secure between two systems.

Static IP

A specific set of IP information assigned to your AP.

Store Visitation Lift (SVL)

The measurable increase in traffic to a physical location after an online marketing campaign has been run.

Sunset Feature

Adentro’s Email Sunset Feature puts to rest contacts who have not engaged with emails. Once Adentro has identified a customer as inactive, we send them a final Sunset email. If the customer opens this email or any sent previously, Adentro will Sunrise (reactivate) this email address, and the customer will begin receiving messages again.

Switch (Network Switch)

Switches are controllers that allow networked devices to efficiently communicate with each other. We’re all about effective communication.



Information used to easily target them when sending messages.


Visit Frequency

The number of times a customer has visited your physical location in the past 30 days and was verified by your business’s visit criteria (store hours, signal strength, dwell time, etc.).

Visitation Metrics

Breakdown of customer visit behavior with your business.


Adentro Network Walk-In

A Walk-In occurs when an Adentro Network WiFi hotspot detects the MAC address of a mobile device identifiable within the Adentro Network inside the physical location of the business. This can include both users who did and did not sign onto the business’ WiFi, as long as they have previously signed in to any WiFi hotspot in the Adentro Network. This visit is qualified by a dwell time of three minutes or more during store operating hours.

Walk Through

A Walk-Through is when a Adentro Network WiFI hotspot detects the MAC address of a customer visiting your physical location after seeing/engaging with an email or advertisement served from Adentro. This visit is qualified by a dwell time of three minutes or more during store operating hours. The attribution window can be 7 or 28 days depending on how the campaign was configured.

Walk-Through Rate™

Our proprietary software gives real insight into whether customers come back as a result of a marketing message. A Walk-Through Rate not only measures marketing’s true effectiveness but helps businesses learn more about guests. Anyone who receives an email and physically walks back in within seven days will be reported in the Walk-Through Rate metric.

Weather Targeting

The practice of running digital ads while taking real-world weather patterns into account. For example, a stadium might offer a “sunny day” deal on a nice summer afternoon.


Zenreach Mobile App

This version of Zenreach allows you to access the dashboard on a mobile device. It rules.