Action Set

A legacy term that describes a series of events (adding a tag, sending an email, etc…) that occur automatically after being triggered by a link click or a product purchase. The Campaign Builder replaced "Action Sets". You may still come across this term from those that have not migrated over to the Campaign Builder.

Address Block

Found in Marketing > Settings > Email Defaults, this is required in order to send automated emails from Keap. The CAN-SPAM Act requires that all commercial emails include the sender's valid physical address. Keap adds this information to the bottom of all broadcast and follow-up marketing emails automatically to ensure compliance. If the address block is empty, you will not be able to send automated marketing or broadcast emails from your Keap application


A person or organization officially attached to a larger body. See referral partner.

Allow Search Engines to Crawl this Page

Crawling is when the search engine's crawlers (bots) access a webpage that is available publicly. For the most part, this only means that the bot looks at the webpage and will follow the links on the page the same way that a human would.


Application programming interface - a secure interface through which external systems can access and update data in Keap. Commonly referenced when integrating software with Keap.


A secret token which is submitted alongside a web service requests that identifies the origin of the request. It gives a service (e.g. a 3rd party developer) the necessary credentials to make changes to your Keap application. The API Key is considered a legacy method that has been replaced by the REST API framework

App Name

Refers to the unique URL prefix for your Keap account. For example, if your Keap URL is, your App Name is "abc"


Automate actions through web forms, landing pages, internal forms, timers, and appointments.

Automation Link

A legacy term that has been replaced with the "Link Clicked" goal in the Campaign Builder. This term is still widely used. It describes a link in an email that when clicked, initiates automation in Keap.


Billing Automation

Automation that begins when an auto charge occurs, when a credit card is going to expire, or when a shopping cart or order form purchase is made. The latter function has been replaced by the "Product Purchase" goal in the Campaign Builder.


The status of an email that cannot be delivered due to a temporary or permanent issue with the recipient’s email address or the recipient's email service provider.


A broadcast email or "email blast" is an email that is sent to a list of recipients at a scheduled time.


Campaign Merge Field

Useful time-savers when information in your campaign changes frequently. For example, if you have five emails in a campaign that all reference a constantly changing date, a campaign merge field will save you from editing all five emails every time the date changes; all you have to do is change the value of the campaign merge field.

Campaign Sequence

A scheduled series of communications and/or processes (emails, tasks, etc...) that is initiated when a campaign goal is achieved.


The workspace you use to build a campaign in the Campaign Builder

Cold Contacts

If someone hasn’t been sent an email in the past 4 months they are considered cold

Commission Program

The payment structure for a specific group of partners (affiliates). Keap tracks affiliate-generated sales and automatically calculates commissions based on the programs you set up.

Confirmation Email

Synonymous with "Double Opt-in", it is an email sent to a new subscriber asking them to confirm their email address. Email Confirmation helps reduce spam and bounced emails, and ultimately provides better deliverability for the sender.


Selling an add-on service is the most typical definition of cross-selling in small business circles. This happens when the seller convinces a customer that it can enhance the value of the offered product or service by buying another product or service. For example, if I sell air conditioners, I might cross-sell a professional installation service.


Cascading Style Sheets. A language used to describe how HTML is styled and presented on a web page or email.

Custom Field

An optional field that you create that extends the functionality of a contact record. For example, you could create a custom drop-down field to store "hair color" or "shoe size" for each contact in Keap. You can then use that field to search for all contacts with purple hair.


CustomerHub is a membership site for Keap users that helps to manage members, billing and what content your members are allowed to see.


On the back of a credit card, there is a three or four digit number. However, American Express numbers are located on the front of the card. It is called the CVV by Visa, CVC by MasterCard, and CID by American Express. This is a security feature required for processing of credit cards through online forms and shopping carts. Security is a very serious thing to the credit card companies and use of CVV/CVC/CID Numbers helps confirm that your customer is the actual card holder.



The default homepage when you sign into your app. The dashboard is comprised of configurable reporting widgets.

Date Timer

A date timer allows you to schedule an email or another process at a specific date as opposed to a number of days (delay timer)

Default Max Retries

When a payment fails, the Max Retires setting will attempt to process the payment based on the number entered in its field. Once the order has attempted the number of Max Retires, there will be no further attempts unless it is reset. Max Retires is located under E-Commerce > Settings > Orders, by default the Max Retires is set to three. Subscription & Payment Plan Record can set specific Max Retries different then the number listed in the E-Commerce Settings.

Delay Timer

When creating a campaign sequence, you can specify the time delay between emails or other processes using a delay timer.

Double Opt-In

A process whereby agreement is confirmed, usually by clicking an opt-in link. In terms of email confirmation, it helps reduce spam and bounced emails and ultimately results in better email deliverability.


Entry Point

An entry point is the goal or goals in a campaign that allows contacts to enter the campaign. The first goal in a campaign is always an entry point. Subsequent goals can also be configured as entry points. This means that contacts can enter a campaign mid-stream as opposed to only at the beginning.

Explicit Permission

When an individual voluntarily gives consent to receive email communication from your business. They agree to, and are aware of, what content they will receive, and how often they will receive it. This is required by Keap.


Field Timer

Field Timers allow you to schedule a marketing piece based on a date or date/time field in the contact record. There are two default date fields in every contact record: Anniversary Date and Birthday Date. You can also create your own custom date or date/time field.

Follow-up Sequence

Synonymous with "Campaign Sequence", it is planned, scheduled series of emails and other processes that occur when a campaign goal has been achieved.

Fulfillment List

A spreadsheet that is updated automatically as part of a campaign sequence. For example, when a purchase is made, a campaign sequence containing a fulfillment list can be used to add the contact address details to a spreadsheet that can be emailed to a fulfillment house.

Fulfillment Report

When an order is placed, Keap can automatically notify the person or company responsible for shipping the item(s). This person may be an internal team member who has user access to your Keap system, a third-party fulfillment company, or a combination of both.



Allows merchants like you to process credit, debit and alternative payments online. Since retailers are prohibited from sending a customer’s payment information directly to a payment processor, the payment gateway acts as the go-between, ensuring customer data is encrypted and secure.


Objects on the campaign builder that signify a milestone in a campaign. When a goal (web form being submitted) has been completed, any automation prior to the goal stops and any automation following the goal begins.

Goal Method

This is a legacy term that has been replaced by individual goal objects in the campaign builder. Today, every goal has a clickable, draggable icon that you can interact with. Previously, a single goal was dragged onto the canvas and a method (submit a web form) was selected.



Hypertext Markup Language is a markup language web developers use to arrange and format content on a web page.


An HTTP Post is used to send information from Keap to a web page that runs a script (e.g., ASP, PHP, Javascript.) which extracts data from the URL and processes it on your web server. Only standard port numbers are supported: 80 and 443.


Internal Form

A special web form that a user submits on behalf of a contact. For example, you may have an internal form that you submit after speaking to a lead on the phone. The form creates a new contact record or updates an existing one.


Landing Page

A web page used in online marketing with the purpose of requesting and collecting information from visitors; also called lead capture or destination page.

Lead Score

Lead Scoring is most often used by businesses with direct sales teams who need to prioritize their leads so they are always working the hottest leads first. A lead score is a point-value that is assigned to a contact record automatically based on certain events.

Lead Source

Refers to the method that was used to attract visitors to a web page. For example, a magazine ad that drives traffic to a landing page could be a lead source.


Refers to software features that Keap has replaced with new technology. Legacy features exist because the tools necessary to automatically translate old functionality onto a new platform has not yet been created. If something is labeled as "legacy", it is recommended to use the modern counterpart of that feature.

Lifecycle Marketing

A marketing model that provides a simple framework to design a marketing plan that will help you attract customers, grow sales and deliver an experience that wow your customers.



Find resources and tools to grow your business from 3rd party plugins, apps, service partners and marketing campaigns at

Merchant Account

A type of bank account that allows you to accept payments by debit and credit cards.

Merge Field

A placeholder used to insert personalized content into a marketing piece such as an email. For example, ~Contact.FirstName~ is a merge field that inserts the value stored in the First Name field of the contact record into the email.


Multi-factor authentication (MFA) adds an extra layer of protection to the merchant's account. Whenever the merchant signs in, they will need to enter both their password and a unique security code sent to their mobile phone.

My Day

An area in Max Classic designed for salespeople to work their leads, check their calendar and manage their daily tasks.



The Non-Marketable email status is assigned to email addresses during import or when a person is added manually, but you did not indicate that you have permission to send email marketing to them. Click on Manage Email Status to manually update the email status for a specific email address. You can send individual emails to Non-Marketable email addresses, but cannot send any broadcast or follow-up sequence messages to them.

Note Template

Time-saving templates for attaching repetitive notes to a contact record. Applying a Note template can be used to initiate automation in the campaign builder.


The process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer's journey.


OAuth 2.0

OAuth (or Open Authorization) is a framework that gives users the ability to grant access to their information stored in one place, from another place. For example, granting Spotify access to your Facebook profile.

Opportunity Record

A record used to track a potential sales opportunity through a defined sales pipeline. An opportunity record is tied to a contact record. Opportunities are often used by businesses with a direct sales team.

opt-in form

An online form used to capture consent to subscribe to a marketing campaign. An interested party provides an email address to receive information about a product or service of interest; used in marketing campaigns.


An opt-out occurs when someone chooses not to receive your automated marketing emails.


Referral Partner

A person or organization that helps to extend your marketing reach in return for a commission. See affiliate.

Round Robin

A method of evenly distributing opportunities to a sales team.



Search Engine Optimization - the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.

SEO Description

The SEO description is a snippet of up to about 155 characters – a tag in HTML – which summarizes a page's content. Search engines show the meta description in search results mostly when the searched-for phrase is within the description, so optimizing the meta description is crucial for on-page SEO.


AKA, Campaign Sequence. A Sequence is a scheduled series of communications and/or processes that are set in motion when a campaign goal is achieved.

Single Opt-In

An unconfirmed email address. Once the contact confirms their email address, it is considered, "Double Opt-In".


Generally refers to an object on a web page that you can click and move.


Unsolicited email


An online catalog of goods and services that users browse to review product details before selecting items for purchase.


An automated payment option for goods or services that typically recurs monthly or quarterly.



Searchable labels applied to contact records. Tags help you manage lists and can be used to start automation when a specific tag is applied.

Tag Category

Allows you to group and organize all of your tags.


Tokenization is the process of protecting sensitive data by replacing it with an algorithmically generated number called a token. Tokenization is used to prevent credit card fraud among other uses. In credit card tokenization, the customer’s primary account number (PAN) is replaced with a series of randomly-generated numbers, which is called a “token.” These tokens can then been passed through the internet or the various wireless networks needed to process the payment without actual bank details being exposed. The actual bank account number is held safe in a secure token vault.

Tripwire Marketing

Converting a lead to a customer by making a low-cost, enticing offer and then upselling when they are in your sales funnel.



The act of opting out of receiving automated marketing email from someone.


A product or service that a seller offers at the time of sale. It is usually an higher-end version of what the buyer is purchasing or a product or service that compliments it. The goal is to convince the buyer to spend more at the point of sale. This technique is commonly used in conjunction with cross-selling to maximize each sale.



An unidentified person who visits a website or landing page. The visitor profile is added to a contact record when the visitor submits a web form or is added to Keap manually.

Voice Broadcast

A pre-recorded voice message delivered to a group of contacts by phone or voicemail.


Warm Contacts

If someone has been sent an email in the past 4 months they are considered warm


What you see is what you get. Used in online applications to enable you can see what content will look like when displayed as a finished product.