Sitefinity CMS Terminology

A full glossary of terms and definitions specifically created to help users understand all the technical terminology in Sitefinity CMS.

Administration Dashboard

Your Administration Dashboard or Admin Dashboard is like the home screen of your content management system. It brings together important data, notifications, and actions taken by backend users like recent content published, and provides a centralized location to access all parts of your CMS. 



In simple terms, attribution, also commonly referred to as marketing attribution, helps determine how your marketing efforts and the actions visitors take on your site, contribute to leads, sales, purchases, or any other desired outcome or conversion. 


Attribution Reports

Sitefinity Insight will calculate attribution for you by bringing together a report that assigns attribution to the touchpoints you define. This report provides valuable insight into which touchpoints are more likely to convert site visitors. 


A/B Testing

A/B testing is an experiment or research method for analyzing the effectiveness of two variants of content, which helps companies provide a better user experience and ultimately drive more leads from their site. 

In Sitefinity, you can create an A/B test by creating a page with two variations. Learn how to set up A/B test campaigns



Someone who has provided their information, specifically their email address through a form, registering, creating an account, or any other way that captures their email address. 



Connectors are modules in Sitefinity CMS that allow you to connect to third-party apps like your CRM.  This allows you to sync data between Sitefinity CMS and the connected system. 


Connector for Sitefinity Insight

The connector for Sitefinity Insight is similar to the connectors for other systems available within Sitefinity. The connector for Sitefinity Insight allows you to track and sync data between Sitefinity CMS and Sitefinity Insight. 



When someone completes some kind of action that you wish for them to complete.  This can be filling out a form, calling a number, chatting with a representative, purchasing a product, etc.  There are several tools you can use to track conversions on your website, but Sitefinity Insight allows you to track specific conversions that you can set-up or define. 


Conversion rate 

A conversion rate as defined in Sitefinity Insight takes the number of visitors in a visitor segment and divides that by the visitors that converted.  

The conversion rate of visitor segment = Visitors that converted / Visitors in visitor segment 


Conversion Event 

A conversion event is an event or action that defines a conversion. It is the criteria set for specific conversion.  If I'm tracking submissions on a specific form, I would set the conversion event as someone submitting this form.  When this event is triggered, a conversion will be counted in Sitefinity Insight. 


Conversion uplift 

A conversion that is influenced by a specific touchpoint. Progress' definition states; "The uplift measures how many times the conversion rate for visitors who hit the touchpoint is higher or lower than the conversion rate for all visitors in the tracked segment." 


Conversion rate uplift

"The conversion rate uplift gives you a quantitative figure of how much a touchpoint affects conversion. The uplift basically measures how many times the conversion rate for visitors who hit the touchpoint is higher or lower than the conversion rate for all visitors in the tracked segment." Since this is a more complex principle, we would refer you to the Sitefinity documentation that does a great job of unpacking what conversion rate uplift is and how it is used. 

If you are wondering how conversion rate uplift is calculated, here is the formula: Conversion rate uplift = (Conversion rate of touchpoint visitors Conversion rate of visitors in conversion segment) – 1 


Conversion window 

The conversion window is defining how long it typically takes for your visitors to convert.  A conversion window can be added in "Edit Conversion" in Sitefinity Insight. 


Data Center 

A data center is a dedicated data entity to encapsulate data from specific data sources.  Progress defines it as "the logical and physical separation of uploaded data" or "a single unit holding information from one or more data sources - systems or sites. 



Any action or activity that a visitor completes. This can include filling out a form, visiting a specific page, or downloading a document. 


Lead scoring 

A way to essentially rank website leads, based on defined criteria, so you can measure them on their readiness to convert. 


Lead scoring rule 

A lead scoring rule is what helps determine a visitor's score, what lead type they are assigned to, and the lead stage they are at within that type.  In Sitefinity Insight, you first define a condition or set of conditions that will trigger a rule. This can be by behavior or by contact property. An example of this would be if someone "downloaded a file" on the URL, "" then add then to the lead scoring type, "Sitefinity CMS Lead". You can then add or subtract points and provide the number of points you want to assign to the lead scoring type. All of this criteria would fall under a lead scoring rule. 


Lead scoring type 

A lead scoring type represents a specific group of visitors to your website or a group of users that you want to analyze for lead scoring. A lead scoring type is defined by your team. Once a visitor fits the definition for a specific lead scoring type, they will be placed into this segment. 


Lead scoring type stage(s)

Lead scoring type stages are the stages that a lead would go through as they progress from a visitor to conversion. You can define these stages in Sitefinity Insight and they can be different for each lead scoring type. An example of lead scoring type stages would be cold lead, warm lead, hot lead, and MQL.  



Defined by Progress: "A module represents a backend component from which a user can create, delete, or modify certain types of content items (content types)." In Sitefinity, this is how content is created. Modules could have fields that are configured in the backend, which makes it easier for content editors to create content that is consistent across the website. There are both built-in (comes with Sitefinity) and custom modules (can be created by Sitefinity Developers). 



A persona is a representation of a real target audience. It gives you a profile with certain characteristics or behavioral patterns that can help group your website visitors.  Personas can be created in Sitefinity Insight and will be used to do things like personalizing content.



Sitefinity Insight

A standalone SAS product that connects to your Sitefinity CMS instance.  Sitefinity Insight is a powerful tool that helps you better understand your website visitors by giving your company valuable insights and it allows you to use this data to create personalized content for specific audience segments. 



A page template in Sitefinity is created to provide the layout for content on a page.  



A touchpoint is an interaction that a visitor has with something on your site.  You can define touchpoints in Sitefinity Insight. Some examples of touchpoints include: 

  • Visited a specific page or group of pages
  • Submitted a form 
  • Came from a specific website domain
  • Played a specific video 

There are many touchpoints that you can track in Sitefinity and you can identify very specific content a visitor interacts with. 



Used as a metric in Sitefinity Insight, a visitor would be a person who has interacted with your website/or app at least once through any channel. 



A widget will take data or information from one area of your CMS or an external source and display it on a page in an easy-to-read format that is consistent with the rest of your styling and site design. Widgets are the building blocks of your page. There are out-of-the-box or built-in widgets that come with Sitefinity. These built-in widgets allow you to display content, images, and video, and there are also widgets that allow you to display site navigation or give users the ability to log in or search your site.

sitefinity newsletter on tablet

Subscribe to the Sitefinity Satellite

When signing up for the Sitefinity Satellite, you get all of the latest Sitefinity resources, blogs, and videos we create directly to your inbox. 

If you decide you no longer want it, you can easily unsubscribe. We promise we will only send it when we have something helpful to share, so sign up now!

Sitefinity Blog Posts 

As a Sitefinity Partner for over a decade, we have a lot of experience, knowledge, and insights that we share on our blog.