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API stands for Application Programming Interface and acts as a messenger that takes your request and tells the system what you want to do and then returns the response back to you. If you are new to the API, we highly recommend you check out this article.

API Keys

Application (API) Keys is an individual identifier that authorizes you to use the API.

API call

An API call is a single request to an API.

API endpoint

An API endpoint is a point at which an API connects with the software program.

API sandbox

API sandbox is an environment that developers can use to mimic the production environment and create simulated responses from all APIs the application relies on. The API sandbox makes it possible to reduce the cost and risk associated with calling 3rd party APIs during testing. This can help to greatly reduce the integration cost.

Approval workflow

An approval workflow is the set of steps that have to be followed by particular people to get the action performed (approved). Each of these steps would have a defined person or user group that can perform them. For example, one person can prepare the landing page copy, another review it and approve and the third one approve and publish it.

Auto-applied promotion

An auto-applied promotion (also known as a cart promotion or automatic discount) is a promotion that does not require a promo code to be applied at the checkout to work.

Auto-update mode

If promotional campaigns run in an auto-update mode they are going to automatically generate new vouchers when you run out of the original pool of codes while the campaign is still running.


BOGO (buy one get one) is a type of product bundle promotion that grants a second product of the same type or SKU free of charge with the purchase of the first one. It can be auto-applied or require the customer to add both to their basket to get the discount. It can have a limit on the number of sets available per customer.


A sales promotion campaign is a campaign that supports marketing or sales goals and gives an incentive to the customers to meet the sales or marketing objectives. Usually, it is a planned, time-limited marketing action. Here are a couple of examples of campaign types: Bulk unique codes campaign (unique, one-off codes for individual customers). Standalone code (public code for multiple uses to be shared across channels). Referral program (referral codes). Cart-level discount (auto-applied, no promo code required). Gift cards campaign (code is used as a gift card id). Loyalty program (code is used as a loyalty card id). Giveaway campaign (codes used for drawing purposes).

Case-sensitive codes

Case-sensitive codes mean that the code validation process will differentiate between lowercase, uppercase, or mixed codes. For example, a standalone code “BLACKFRIDAY” would be treated as separate from “blackfriday”. Case-sensitive codes are better suited for unique coupon codes that should be copied and pasted as they are usually not easy to remember. In that case, the case-sensitive code helps you to prevent fraud (it is harder to hack a code that is case-sensitive). Standalone codes, on the other hand, should be case-insensitive, letting customers use any variant of the code regardless of the casing.

Cashback discount

A cashback discount is a promotion that gives part of the purchase price back to the customers after the purchase, directly to their store card, gift card, credit card, etc.

Client API

A client-side web API is a programmatic interface to extend functionality within a web browser or other HTTP client. Something that is client-side means it is being executed within your application context.

Code publication

Code publication is the process of assigning a voucher (discount code) to a particular customer. This way, using additional limits, you can limit the code usage only to that customer to prevent fraud.

Computer cluster

A computer cluster is a set of computers that work together so that they can be viewed as a single system. It is a group of nodes hosted on virtual machines and connected within a virtual private cloud. New virtual machines can be added and removed on demand allowing for high scalability. Clusters can be region-specific, allowing for better latency and resilience.

Conversion event

A conversion event happens when a customer referral is successful, as defined in the referral program rules. This can be, for example, when the referees pay for their first order, spend a minimum amount on their first order, or subscribe to the newsletter.

Coupon (voucher)

A coupon (voucher) is a single code that represents a discount. Each voucher carries various information, for example, a discount type (percentage, amount, custom unit) and value, start and expiry date, code pattern, redemption count limit, status (active/inactive), or a corresponding bar or QR code. Vouchers can be a part of a promotion campaign, gift card campaign (as gift card codes), referral campaign (as referral codes), loyalty schemas (as loyalty cards id), and giveaway campaigns (as a prize in a campaign).

Coupon charset

A coupon character set (charset) is the definition of the variables (letters, numbers, other symbols) a coupon can contain.

Coupon pattern

A coupon pattern is a definition of a pattern the coupon should follow. This can be a prefix, postfix, or simply the number and charset of the characters that can be used in a coupon.

Coupon postfix

Coupon postfix is the fixed character set at the end of a unique coupon code series, for example, ###SANTA where ### symbolizes variable characters.

Coupon prefix

Coupon prefix is the fixed character set at the beginning of a unique coupon code series, for example, SANTA###, where ### symbolizes variable characters.

Customer activity logs

Customer activity logs are the data collected about the customer activity (interaction with the brand). This can be, for example, customers placing and paying for orders, joining a loyalty program, receiving, using, or failing to use a discount or incentive.

Customer cockpit

Customer cockpit (also known as customer profile, customer dashboard or a digital wallet) is an individual space of each customer that presents, for example, details of loyalty programs, assigned referral codes, and owned incentives (discounts, promotional codes, gift cards). In some cases it also allows customers to exchange collected loyalty points for rewards.

Customer segment

A customer segment is a group of customers with shared characteristics that allows, for example, to define segment-specific campaigns and therefore achieve better marketing personalization. Customer segments can be: Static – always contains the same number of customers, customers are added to the list once and remain in the segment until they are manually removed. Auto-updated – customers dynamically join or leave if they match a given filter (e.g., if you update a customer's property and it matches the filter, the customer will automatically join the segment).

Discount effect

The discount effect is a term used in Voucherify and other promotion software to define how the discount will be applied to the customer's cart. It can be applied to the whole order, to certain items, to the items proportionally (by amount) or to the items proportionally (by quantity).

Discount hierarchy

Discount hierarchy is the hierarchy in which the discounts should be applied to an order (if stacking is allowed).

Double opt-In

Double opt-in means the customers have to opt-in to receive emails twice. It is a requirement set in GDPR, for example. In promotion management software context it means a feature available for sign-up forms that, if enabled, will send a verification email to customers who signed up via the form, to ensure GDPR compliance.

Earning rule

Earning rule in the loyalty program context defines an action (event) that assigns a particular number of loyalty points to a customer. This can be, for example, a customer paying for an order or performing a specific action.


Events are actions taken by customers, for example filling out a form. Custom events are events not supported by default in your promotion engine.

Fixed price promotion

Fixed price promotion is a type of promotion that, instead of giving an amount off or a percentage off discount, assigns a new, fixed price to order, product, or product bundle. For example, a promotion where every order above $100 and below $150 is rounded down to $100.

Flash sale

A flash sale is a short time frame sale, for example lasting only one hour or 24 hours. Flash sales usually offer higher discounts than regular sales at a particular brand.


Gamification is the strategic attempt to enhance systems, services, organizations, and activities to create similar experiences to those experienced when playing games to motivate and engage users. Promotion gamification means the promotions are made to look like a game or contain elements of a game to increase the participation levels. For example, a gamified loyalty program could contain levels, challenges, badges, an element of social recognition for the most loyal customers (“best players”), extra boosts (double points days), rewards unlocking similar to unlocking tools in a game, etc.


Geofencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. In the context of promotion and loyalty management software, geofencing can be used to define the promotion eligibility or trigger notifications and reminders related to the sales promotions.

Gift card

A gift card is a prepaid debit card that contains a specific amount of money available for use for a variety of purchases. The gift cards can carry additional limits, for example, they may have to be redeemed at once or could be split between orders. Another limitation can be the minimum order value they can be used on or products that cannot be paid for with a gift card (often gift cards are excluded, meaning customers cannot pay with one gift card for another gift card).

Giveaway (sweepstakes)

A giveaway (sweepstakes) is a type of contest where prizes are given to the selected winners. The winners are selected at random out of the participants. Participants may be admitted automatically (based on the qualifying criteria) or manually to the participants’ list. They can be required to complete certain actions (for example, upload a photo for a contest) or based on other qualifying criteria (for example, all past customers). There can be one or more winners, as well as one or more prizes. The prizes can be assigned to random winners in a lottery mechanism or they can be assigned as an “instant win” scenario where every X person (for example, every 100th person) admitted to the participants’ list wins.

Headless software

Headless or decoupled software is a software architecture where the frontend and the backend are separated. Headless commerce requires an app-based connecting layer between the frontend and backend where the communication occurs via API calls. There are plenty of benefits of decoupling frontend from backend, as we have written in our blog post.

Incentive distribution

Incentive distribution means pushing out your incentives, for example, coupon codes, gift card codes, referral codes, etc. in messages through delivery systems, usually, 3rd party platforms used in combination with the promotion engine. The distribution usually contains a message that refers to the incentive being distributed. Distribution can be manual (done as a one-time effort) or automated (based on pre-defined triggers and conditions).

Incentive redemption

Incentive redemption is an action triggered when the customer uses their incentive on their purchase order. The redemption may be successful or failed and contains the incentive validation.

Incentive validation

Incentive validation is the process of verifying whether the customer’s cart can have the incentive applied to it. It is done automatically, based on the pre-set validation rules (limits).


Integration means a connection (communication path) built between two software solutions. Integrations between platforms can be out-of-the-box, meaning they are ready to use and do not require any custom code to work or custom, which means your developers have to code the integration themselves.

Landing page

A landing page is a single web page where customers land after clicking on a marketing campaign or an organic search result. A landing page should have one, clear goal and a CTA directing users to do the desired action (for example, sign up).

Legacy codes

Legacy codes are discount codes created in the previous software that you are not using anymore. It is useful to be able to import your legacy codes to your new promotion management software.

Loyalty points

Loyalty points are a type of currency that a business offers within a loyalty scheme. They can have a monetary value, respected in that particular brand, or be exchangeable for a set of rewards, defined in a rewards catalog. They can also have a custom name, for example, “crowns”, “stars”, “stamps”, etc.

Loyalty points as currency (paying with loyalty points)

Loyalty points act as a currency if customers can use them to pay for orders in a manner they would use a gift card or a coupon voucher, without having to exchange them prior to the payment. They would need to simply insert their loyalty card code at the checkout or scan it in the physical store and the number of points available on their account would be discounted from their order total. The points can have various exchange ratios, for example, 1 point equals $1 or 10 points equals $1, depending on the settings. The exchange rate is calculated at checkout.

Loyalty points multipliers

Loyalty points multipliers, known as a loyalty points exchange rate is the multiplier used to calculate how many points customers get for their purchases, for example, 1$ spent equals 1 point earned using a multiplier of 1, 1$ spent equals 10 points earned uses a multiplier of 10. The multiplier is defined in the earning rules of a loyalty program and does not have to be specifically mentioned.

Loyalty tiers

Loyalty program tiers are levels of a loyalty program that offer different rewards to members. Tiers can be defined by various eligibility criteria, the most common being the number of points collected or the amount spent with the company within the last calendar year.

Metadata (custom attributes)

Metadata is a custom, additional data added to data objects (data about data) to create attributes not available by default. For example, “customer occupation” is metadata that can be added to a data object “customer”.

Monitoring logs

Monitoring logs or simply logs are a list of recorded events (in the case of a promotion engine, connected to your campaigns). For example, it could be validations, redemptions, rollbacks, changes in campaign settings, distributions, and publication. Monitoring logs help you troubleshoot possible issues.

Multi-use coupon

Multi-use coupon is a coupon that can be used more than once. This can be either a public coupon that can be used by multiple people, for example, a site-wide 10% off discount with BLACKFRIDAY code, or a unique coupon assigned to a customer that can be used more than once, for example, a 10% discount coupon HAPPYBIRTHDAY valid during the calendar month of the birthdate of the customer, on multiple orders.

Nominal discount

A nominal discount, known as an amount-off discount is a promotion that grants a certain nominal value off the purchase price. For example, $5 off for orders above $50 is a nominal discount.


Notifications are messages sent to the customers informing them about certain events, for example, an upcoming promotion, soon-to-expire vouchers or rewards, earned loyalty points, successful or failed redemptions of incentives or rewards, entering a new loyalty tier level, and more.


Omnichannel communication or commerce is a strategy where various channels are used to communicate with the customer or to allow them to purchase the products, use the promotions and perform other actions. The omnichannel strategy, as opposed to a multichannel strategy where multiple channels are used, focuses on creating a seamless customer experience by providing the same information and possibilities to the customer in the same manner through all touchpoints, so that they can interact with the brand in the same way throughout various channels.

Opt-In consents

Opt-in consents are marketing permissions from your customers that let you contact them for marketing purposes. In the context of a promotion engine, you should be able to collect consents and remove them (if a customer unsubscribes) automatically.


POS (point of sale) is, in other words, the physical store of the brand. POS marketing materials are the materials that are placed there, for example, posters, floor stickers, leaflets. POS promotion management is managing promotions in the physical store, usually, promotions that are available both online and offline.

Percentage discount

Percentage discount is a discount that grants a certain percentage off the purchase price, for example, 10% off shampoos or 3% off all orders.

Predefined gift card

A predefined gift card is a gift card that is assigned to a particular customer. This means the same gift card code would be used for every recharge or promotion. Predefined gift cards simplify the use of gift cards, as a customer has to save the number only once or use only one physical card throughout their lifetime. This allows gift cards to be used as prepaid means of payment, like Starbucks prepaid cards or Amazon pre-paid accounts.

Product attribute

Product attribute (characteristics) acts as a differentiator between product variations (SKUs) of the same item. Size, color, a category can be examples of product attributes.

Product bundle

A product bundle is a set of products sold together at a promotional price. The promotion can be, for example, a new, fixed price, amount off or percentage discount, or a free product or sample.

Product collection

Product collection in Voucherify promotion software means a group of products that can be used to define the promotion rules. Product collection can be, for example, a product category or product group sharing the same characteristics (for example, all products with price below $10) or a group of unrelated products. Like customer segments, product collections can be either static or auto-update (that will dynamically change with products entering and leaving the group).

Promotion engine

Promotion engine, also known as an offer management software, promotion, and loyalty management software, or promotion management software is software that helps marketers manage, distribute, secure, and track digital offers for example promotions, digital coupons, gift cards, giveaways, referral or loyalty schemes.

Promotion engine dashboard

Promotion engine dashboard is the central point of your promotional activities that allows you (in most cases, depending on the provider) to set up the campaigns, change their settings, track and analyse campaigns, change general settings, distribute the rewards and incentives, integrate with other software, upload customer and product data, segment the customers, and more.

Promotion stacking

Promotion stacking is allowing customers to combine discounts within the same order in a pre-defined manner, defining which discounts can be mixed with each other and which not and in which order they should be applied.

Promotion tier

Promotion tier is a promotion level. It is mostly used in auto-applied promotions to add different rules for different customers or orders. For example, you can set up a tiered promotion (otherwise known as a staggered promotion) featuring such tiers (levels): For orders below $30, 5% off. For orders below $50 but above $30, 10% off. For orders above $50, 20% off.

Quantity discount

Quantity discount (unit discount) is a discount granting customers free products. For example, BOGO or buy 2 get 3 are quantity discounts.

Rate limiting

Rate limiting is a strategy for limiting network traffic. It puts a cap on how often someone can repeat an action within a certain timeframe – for instance, calling an API – limiting and queuing requests and calls.

Redemption rollback

Redemption rollback is the undoing of redemption. It withdraws the incentive or reward from the customer’s order and updates its status.

Referral program

A referral program is a scheme in which you incentivize customers to spread the word (refer) your business to their friends and family. Referral programs can be single-sided (rewarding only the referrer) or double-sided (rewarding both, the referrer and the referred friend).


Reminders are a type of notification that is focused on reminding customers about soon-to-expire promotions, rewards, and incentives.

Reward (incentive)

Reward (incentive) is a physical or non-physical item that is supposed to reward a customer for a certain action and/or motivate a customer to perform a certain action. It can be, for example, a discount code, a gift card, loyalty points, physical products, or free shipping.

Reward assignment

Reward assignment is an assignment of a certain reward to a particular customer.

Rewards catalog

Rewards catalog is a collection of rewards (e.g., products, coupons, gift cards) customers can exchange their loyalty points for. In some cases they can exchange the points directly in the online catalog or use another platform dedicated to it.


SAML (Security Assertion Markup Language) ensures easy and centralized access management to your business applications and resources. Logging in with the SAML option (for example, with your Google account) means a software provider allows its users to connect a custom SAML application and use it instead of the standard authentication process while logging in for them or for all the users in their organization.


A software development kit is a collection of software development tools in one installable package. They facilitate the creation of applications by having a compiler, debugger, and sometimes a software framework. They are normally specific to a hardware platform and operating system combination.


SKU is a particular product variant, defined by a unique identifying number.


An SLA (service-level agreement) is an agreement, usually in the form of an attachment to the contract, between a service provider and a client where particular aspects of the service like quality, availability, responsibilities, response times, and security are agreed upon between the service provider and the service user.


SaaS, Software as a Service, is a type of company that licenses its software as a product on a subscription basis. The software is centrally hosted by the company licensing and delivering to the customers.

Seasonal discount

A seasonal discount is given to encourage off-season purchases. A seasonal discount is given by reducing the price of off-season goods or services to attract customers. For example, selling winter sports goods after the winter season is a seasonal discount.

Server-side API

A server-side web API is a programmatic interface consisting of one or more publicly exposed endpoints to a defined request-response message system, typically expressed in JSON or XML, which is exposed via the web – most commonly by means of an HTTP-based web server. Server-side means the API call will be executed from another machine, a remote machine or a server.

Single-use coupon

The coupon is single-use if it can be used only once. Usually, this is a characteristic of a unique coupon code if the redemptions were limited to once per customer.

Source ID

Source ID is a number used for internal applications and some external integrations to allow API to efficiently route the data. The source id is generated once and is always associated with the source.

Standalone coupon code

A standalone coupon code (known also as a public code) is not a part of any particular campaign but a single, usually publicly available, discount code that grants a discount to eligible orders and customers.

Store credit

Store credit is a type of refund offered by a store to a customer who returns an item not eligible for a cash refund that allows them to purchase something in that store up to the value of a returned product or service. It can be also an option offered when a customer requests a refund (they can choose a store credit or cash). Often, customers who get to choose, get an incentive to choose the store credit, for example giving them 110% of the nominal value of the returned product. An example of store credit can be a document stating, how much the customer can spend at the store (a kind of a cheque), a gift card or a recharge to a store-issued “credit card” that can be only used in the store.

Tiered referral programs

Referral programs can have tiers (levels) depending on either on the success level of the referral (for example, the first level if you refer a friend, second level if the referred friend subscribes to the newsletter, third if the referred friend places an order, etc.) or the number of successfully referred friends. The tiers differ by the incentives granted to the referrers.

UI widget

UI widget is an element of the website/app frontend you can use without having to code the front-end yourself.

Unique coupon code

A unique coupon code is a single code assigned to a particular customer. Unique coupon codes are usually part of a campaign sent to various customers, where each customer gets one unique code assigned to them.

User roles

User roles in a software application interface define the limitations for specific user accounts or groups of accounts. For example, there could be an administrator role that is allowed to perform all the actions and a standard user account that is not allowed to change some of the account settings. User roles can be predefined (there is a list of user roles and access levels to choose from) or custom (the company can set the limitations on the user level or create own user groups).

Validation rules

Validation rules in Voucherify terminology define promotion usage restrictions, in other words, the customer and order eligibility for a given promotion. They are often called “promotion limits” or “promotion rules”. They can be based on, for example, customer segments, products, orders, budget, or metadata. For instance, you can limit the discount to customers who made at least three orders in your store for the amount of at least $200.

Variables in a message

Variables in a message, for example, an email message created in an editor describe code snippets that call to your database and get the information from there to fill it out. Variables can be, for example, customer name, location, voucher code, or voucher expiry date. They can look like voucher.code or {{voucher.code}} or VOUCHERCODE, for example. The markup language depends on the software provider, you should check their help center for further advice.

Volume discount

A volume discount is a discount granted on large-volume purchases, for example, orders above 200 units get 5% off. A volume discount can be both, percentage or a nominal discount.


Webhooks are custom callbacks that notify you about certain events, for example: Redemption details (redemption is done, redemption failed, etc.). Triggering a referral reward. Redemption rollback. Webhooks can be used for real-time data synchronization and as a means of distribution.

White label

White label feature within your promotion and loyalty management software means you can customize (brand) some of the front-end UI of the software, usually the emails, landing pages, customer cockpits, rewards catalog, forms, or UI widgets.

White label promotion software

White label promotion software allows you to add your own branding to the software itself (for example, to the dashboard) as well as to all front-end (customer-facing) artifacts.

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