Glossary

Alphabetical index of key LightLead product and integration terms.

A

AI Assistant — a built-in AI tool that helps formulate SQL queries, build reports, and find insights in data without technical knowledge.

Attribution — a model for distributing conversion value across ad channels and user touchpoints. Determines which source drove the target action (lead, inquiry, purchase).

C

Calculated Metric — see metric.

Click-Through Rate (CTR) — clickability rate. Ratio of clicks to impressions, expressed as a percentage.

Connector — a ready-made integration module for a specific service (e.g., Meta Ads, Google Ads, Kommo). Contains predefined fields, sources, and settings that simplify connection.

Conversion Rate (CR) — the share of users who performed a target action out of total visitors or impressions.

Cost Per Action (CPA) — cost per target action (conversion). A generalized metric where the action may be a purchase, signup, form fill, etc.

Cost Per Click (CPC) — cost per ad click.

Cost Per Install (CPI) — cost per app install. A mobile ad campaign performance metric.

Cost Per Mille (CPM) — cost per thousand ad impressions.

CRM Source — a data source type connected to a CRM system (Kommo, Bitrix24, HubSpot, etc.). Provides lead, deal, contact, and pipeline data.

D

Dashboard — an interactive panel with a set of widgets (charts, tables, KPIs) grouped by a common theme. Enables monitoring key business metrics on a single screen.

Dimension — a categorical attribute in a report by which data is grouped (e.g., traffic source, campaign, region, date).

F

Field — a unit of data in a source or report. Can be a dimension (category) or a metric (number). Fields from different sources are mapped to combine data.

Filter — a data selection condition in a report that limits the row set by given criteria (e.g., last 30 days, campaign equals "Sale", spend greater than 1000).

Free Matching — a match mode with minimal key match requirements, joining data by the most likely correspondence.

Funnel — see sales funnel.

G

Google Sheets — a spreadsheet data source connected via Google Sheets integration. Allows loading data from sheets into LightLead for analysis.

I

Integration — a connection of an external data source to LightLead. Enables loading, transforming, and analyzing data from ad accounts, CRMs, databases, and other systems.

L

Lead — a potential customer who has provided contact information or shown interest in a product. In LightLead, leads come from CRM sources and participate in funnel and attribution reports.

Lifetime Value (LTV) — the total revenue a customer generates over the entire relationship with a business.

Limit — a quantitative restriction within a plan (e.g., number of sources, data storage volume, number of users).

M

Matching — the process of joining data from different sources by a common key (e.g., matching ad spend with CRM lead data). Includes modes: strict, balanced, and loose matching.

Metric — a numeric measure used to evaluate performance. In LightLead reports, metrics are grouped by dimensions (e.g., total spend, lead count, ROI).

Mini App — an embeddable LightLead mini-app that can be placed in a CRM or other service interface for quick access to reports without switching systems.

O

Operator — a logical condition in report filters: equals, not equals, greater than, less than, contains, does not contain, between, in list, and others.

P

Permission — a grant that determines what actions a user can perform in a workspace: view, edit, manage users, administer.

Pipeline — a configured data processing sequence from source to final report. Includes steps for loading, field mapping, matching, and aggregation.

Preset — a predefined set of report settings (sources, fields, filters, visualization) saved for quick reuse.

R

Reconnect Field — a field used to join data from different sources during matching (e.g., utm_campaign, click_id, email).

Report Status — the current state of a report: draft, active, refreshing, error, archived.

Return on Ad Spend (ROAS) — the ratio of ad revenue to ad spend, expressed as a percentage or ratio.

Role — a set of permissions assigned to a user in a workspace (e.g., admin, analyst, viewer).

S

Sales Funnel — a sequence of stages a potential customer goes through from first touchpoint to completing a target action. Visualized in LightLead as a funnel report with conversion between stages.

Schedule — auto-refresh configuration for report data at a given interval (daily, weekly, etc.) or at a specific time.

Source Constant — a service field in LightLead reports containing the constant value of the data source. Used to identify row origin in joined data.

Split Test — a method of comparing two or more variants (ads, landing pages, settings) to determine the most effective one.

Strict Matching — a match mode where only records with exact key matches across all sources are included.

T

Trigger — a condition or event that launches an automated action (data refresh, notification send, report run).

U

UTM Tags — URL parameters used to track traffic sources. Standard tags: utm_source, utm_medium, utm_campaign, utm_content, utm_term.

W

Webhook — a mechanism for automatically sending data from one service to another when an event occurs. In LightLead, used to receive data from external systems in near real-time.

Workspace — an isolated area in LightLead that combines users, data sources, reports, and settings for a single organization or project.

Write Mode (append/replace/upsert/merge) — how data is updated when loaded from a source:

• append — new rows added to existing ones, duplicates not removed;
• replace — old data fully replaced by new data;
• upsert — new rows added, existing ones updated by a key field;
• merge — combined update with partial replacement capability.