--- schema_version: "1" id: fef51375cd7406e02848489b505e47d684dcf43beb35dec2401a979a5092c088 title: Account Engagement Glossary collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/pardot_basics_glossary.md canonical_url: https://help.salesforce.com/s/articleView?id=mktg.pardot_basics_glossary.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: 64d99c8b31c379c9d64fdb8c2e5820c87cc00a7e98e2bfbe6e0cf4b9c3d4dce5 description: Here are the most common terms you encounter while using Account Engagement. products: - Marketing - Marketing Cloud Account Engagement release: "264" --- # Account Engagement Glossary Here are the most common terms you encounter while using Account Engagement. Active Prospect An active prospect is a prospect that has had at least one activity—any activity besides an email send, email open, email bounce, or opportunity. Automation Rule An automation rule is a repeatable, criteria-based rule that finds matching prospects and applies actions to them. Campaign An Account Engagement campaign is a thematic touchpoint (similar to a source in other systems) that tracks a prospect’s first touch. A prospect’s Account Engagement campaign is set when the prospect first clicks a tracked link or lands on a page that contains tracking code. After a prospect is associated with a campaign, the prospect remains associated with that campaign. Each prospect is associated with only one Account Engagement campaign, but you can edit which campaign they’re associated with. Connector These tools sync with third-party applications, like webinar services and Google Ads, and pass data between the two applications. Using connectors, you can manage disconnected marketing channels. CRM CRM stands for Customer Relationship Management and typically refers to Salesforce. At its simplest, a CRM system allows businesses to manage business relationships and the data and information associated with them. Custom Object Custom objects allow Account Engagement to run automations around custom or default objects in your CRM that aren’t default objects. Custom Redirect Use custom redirects to track banner ad clicks, links to third-party sites and links on social media and to access files hosted outside of Account Engagement. Dashboard The Dashboard is the home page that you land on after you log in. It provides a high-level overview of your notifications, active prospects, and more. Dynamic Content Use dynamic content to display custom HTML on your website or marketing forms, landing pages, layout templates, and emails based on prospect criteria. When a prospect matches the criteria for your dynamic content, a variation of the content displays. Dynamic List A dynamic list is rule-based. It automatically adds prospects when they match the criteria and removes them when they don’t. Email Draft An email draft is an email that hasn’t been sent yet. Drafts are created for a single list email send. Email Preference Center Page The Email preference center page is where your prospects can subscribe and unsubscribe from your public lists. Email Template An email template is a reusable email design that you can base new emails on. After you design and build a template, you can personalize an email for each recipient. You can also modify a template and limit what kind of changes your users can make. Email templates are also used with Engagement Studio. Form Handler A form handler is an alternative to a marketing form. You can use a form handler to integrate your third-party or custom forms to track submission data in Account Engagement. Grade Grading reflects a prospect’s persona, fit, or demographic. The grade is based on information you have about the prospect, like industry, job title, and company size. Landing Page A landing page is the page that a visitor typically is sent to after clicking a link or advertisement. The page generally displays tailored content specific to the advertisement, search keyword, or link clicked. Layout Template Use a layout template to format landing pages, forms, and site search results. Mailable Prospect A mailable prospect is a prospect that can receive marketing emails. Mailable prospects haven’t unsubscribed, had a hard bounce or five soft bounces, or manually opted out. Page Action A page action is a completion action that is triggered by a prospect’s page view. You can apply page actions to any page that contains your tracking code. Profile A profile is used to grade prospects based on your ideal customer. Set criteria, such as location, company size, job title, and other factors, and use them to tier your prospects. Prospect A prospect is an anonymous visitor that has converted and is now identified. Prospect Account The company that a prospect is associated with. Group prospects who work for the same company to keep all the information about the company in one place. Score A score is different from a grade. A score is based on activities (pages viewed, forms completed, and so on) that a prospect performs. Scoring indicates how interested or engaged a prospect is with your company. Scoring Rules Use scoring rules to adjust a prospect’s score. You start with baseline scoring rules. You can also create your own custom rules. Segmentation Segmentation refers to how you create a target list of prospects for marketing needs, such as a newsletter or engagement program. Segmentation Rule Use a segmentation rule to pull a one-time list of prospects based on specific criteria. Unlike an automation rule, a segmentation rule doesn’t run continuously. Table Actions A table action is an action that you can apply to an entire table or selected items in a table. You can use table actions with most tables in Account Engagement, including prospect tables, user tables, forms, and lists. Available actions vary by table. Tag Use tags to filter data tables and asset lists, label prospects, and label assets for easier updating. You can create tags and apply them to assets and prospects from almost any table, record, or action. Unmailable Prospect An unmailable prospect has either opted out of emails, was opted out on import, marked as Do Not Mail, or had a hard bounce or five soft bounces. Unsubscribe Page All business units include an unsubscribe page where prospects can opt out of emails. The unsubscribe page is linked in every marketing email that you send. Visitor A website visitor who has visited your tracked assets. A visitor can be anonymous or a prospect. Anonymous visitors become prospects when they’re associated with an email address. Visitor also refers to the first step in the prospect lifecycle funnel. Visitor Filter Use filters to exclude some types of visits, clicks, or other actions from your campaign results and email notifications. The most common use is to exclude your company’s IP address to avoid skewing your reporting. Filters hide activities from a filtered prospect’s profile.