Glossary
Short definitions of the terms you meet in Studio and across these docs.
Terms are in alphabetical order. Each one links to the page that covers it in full.
A-C
Acquired Visitors
On the campaign dashboard, the visitors who created a new account. People who already had one aren't counted. See What OmniLab measures.
Acquisition form
The sign-up step: participants enter their email and details once, and it identifies them for the whole campaign. It's set once per campaign, not per touchpoint.
Acquisition rate
On the campaign dashboard, the percentage beside Acquired Visitors: Acquired Visitors divided by Identified Visitors. It's the share of identified visitors who were new. The share of Returning Visitors mirrors it: together they make about 100%. See What OmniLab measures.
Active Participants
On the campaign dashboard, the participants who unlocked at least one collectible. Active Participants by Touchpoint counts the active participants of each touchpoint. See What OmniLab measures.
Activity
The Events touchpoint people book, then check in to, such as a pottery workshop.
Asset (3D model: GLB, USDZ)
A file you upload for a campaign: an image, a PDF or a 3D model. Badges and 3D games use models in GLB or USDZ format. Sizes are in Image & asset specs.
Attribution slot
A window in which a prize can be won, with its own number of prizes. Attribution slots spread prizes over time in games with Scheduled Rewards, and every receipt-game prize needs one.
Badge (gamification)
A 3D model that participants earn when they complete a touchpoint. A badge shows progress and has no prize value. Every Activity and every treasure hunt object needs one.
Campaign
The top-level container in Studio. A campaign holds the dates, touchpoints, rewards, forms, emails and analytics of one operation.
Campaign level / Touchpoint level
Where a setting applies. Campaign Level sets it once for the whole campaign. Touchpoint Level sets it on each touchpoint, with no fallback to the campaign's. See How settings work.
Campaign pages
What shoppers open to take part: touchpoints, forms, results and, when there is one, a landing page. Campaign pages have their own web address, and can also run inside your website or on an in-store screen.
Check-in (Self, Scan)
Recording an attendee's arrival at an Activity. With SELF, attendees check in on their own phone. With SCAN, hosts scan each ticket's QR code in the Event Host App. See Configure check-in.
Collectible
Studio's word, in Analytics, for a touchpoint seen from the participant's side. Taking part, such as playing a game or booking an Activity, unlocks its collectible. Total Collectibles Unlocked counts every unlock in the campaign. See What OmniLab measures.
Consent tool / cookie banner
The tool that asks visitors what they agree to be tracked with. OmniLab doesn't supply one. Load your own as a script, the one you use on the rest of your site, and make your other tags respect its answer.
Coupon
A unique code a winner sees when a reward is in Secure Mode, so staff can check it at the counter. Coupons come from the reward's pool: generated in Studio, or uploaded as a file.
Custom domain
An address you own, such as play.lindenhall.example, that serves your experiences instead of the default one. The default stays live alongside it. If you embed experiences in your site, the custom domain must be a subdomain of that site, or participants can't stay signed in.
Customer accounts (CIAM)
Customer accounts let participants sign in with an account you already manage, so they're recognised across visits and campaigns. They're for your customers. For your staff, see single sign-on.
D-M
Double opt-in
Double opt-in holds a sign-up until the participant clicks a link in a confirmation email. Nothing is counted until they do. It keeps your list clean and gives you a record of consent.
Dynamic fields (personalised content)
A name in double curly brackets, such as {{ contact_fullname }}, that an email replaces with each recipient's value. They're written in Liquid, a template language. Use dynamic fields for names, prizes or booking times.
Embed
To embed an experience is to show it inside a page or app of yours, in a frame. Your header, navigation and footer stay yours.
First Come First Served
A reward with no draw and no ranking: the first eligible claims get it, until the quantity runs out. An Offer Reward always works this way. See First Come First Served rewards.
Foreign contact identifier (fci)
The identifier your own system uses for a customer, such as a loyalty card number. With customer accounts connected, passing it into an experience opens your own sign-in screen. To start with no sign-in screen, you also need a recognition integration, which OmniLab sets up per campaign. Ask your Customer Success Manager.
Host App (Event, Receipt)
The browser apps your staff use on site. Hosts check attendees in with the Event Host App. Staff review receipts in the Receipt Host App. Both are in the touchpoint's Share options.
Identified Visitors
On the campaign dashboard, the visitors recognised and linked to an account, new or existing. Compare it with Acquired Visitors to see how many were new. See What OmniLab measures.
Kiosk
A touchscreen in a public place that runs an experience. The kiosk shows its own welcome screen, reads the card or barcode, and resets between visitors. Everything inside the frame comes from OmniLab.
Landing page
An optional front page that presents a campaign's touchpoints together. A landing page is for campaigns with several touchpoints. With one, send people straight to its own link and QR code.
Leaderboard reward
A reward for the best-ranked players of a skill game, created as a Performance Based Reward. You declare the winners from the campaign's Leaderboard. See Leaderboard rewards.
Lottery / Draw at End
A reward drawn after the campaign, among everyone who met its rule. Participants don't learn the result straight away. See Lottery rewards.
Marketing consent
A participant's answer to the acquisition form's marketing choice: a checkbox, or buttons to accept or decline your news. It's separate from opt-in, which accepts your terms. In the All participants data download, it's the Marketing Optin column. See About acquisition forms.
O-S
Offers Pass / Offer
A touchpoint that holds a set of offers. Participants sign up on the Offers Pass once, then show each offer where they claim it.
One-time code (OTP)
A short code emailed to a participant, so they can confirm their address or sign back in without a password. It's sent in the campaign's default language. See The verification code email.
Online game
A game touchpoint on campaign pages, such as a wheel, a scratch card, a memory game or a quiz. Games turn visitors into contacts, and hand out prizes.
Opt-in
A checkbox participants tick to accept your terms before they take part. You can turn opt-in off, set it for the whole campaign, or set it per touchpoint. Permission to send your news is marketing consent instead.
Organisation / Global Organization
Everything in Studio belongs to an organisation: a centre, a brand or a region. The one selected in the side menu decides which campaigns, templates and settings you see. The Global Organization holds settings shared by all, such as scripts.
Participation form
Extra questions participants answer before they play, such as how they heard about you. You can turn the participation form off, set it for the whole campaign, or set it per touchpoint.
Receipt Game
The Transactions touchpoint. Shoppers upload a photo of their receipt, and a big enough spend unlocks a prize.
Returning Visitors
On the campaign dashboard, the identified visitors who signed up in another campaign, usually an earlier one. See What OmniLab measures.
Reward
A prize participants can win, claim or redeem. You create a reward once in the campaign, then link it to the touchpoints that hand it out.
Scope
Which organisations something belongs to, and so who sees it: a campaign, a template or a user's access. See Organisations and scope. For settings shared by a campaign's touchpoints, see Campaign level / Touchpoint level.
Script (organisation script)
Code you add once, at organisation level, that loads with your experiences: a tag manager, an analytics tag, an advertising pixel, a cookie banner. A campaign picks up a script change only after it's republished.
Secure Mode
A reward mode that shows each winner a unique code, so staff can check it before handing over the prize. The code stays behind a lock screen only if the reward has a Redemption Confirmation Message, or its codes have a Redeem Duration (in Minutes). The winner then taps Activate to reveal it. See Coupons and redemption.
Single sign-on (SSO)
Your team signs in to Studio with their company account, such as Microsoft, instead of an email link. Your IT team prepares the connection, and your Customer Success Manager turns it on. The button's label depends on your setup. See Company sign-in (SSO).
Slug
A Smart Link's readable name, at the end of its address: demo.topage.co/l/lindenhall-pumpkin-posters. Keep it unique and stable, because it gets printed. See Slug rules. A campaign's readable address is its Campaign Public Link instead.
Smart Link
A short link and QR code you can redirect at any time, with scan analytics. Smart Links is an add-on: campaigns work without it, using each touchpoint's own link.
Space
A group of touchpoints with its own link and QR code, for one place or device, such as a kiosk. See QR codes.
Studio
The back office where your team builds, publishes and follows campaigns. See Studio vs. Campaign pages.
T-W
Tag (advertising or analytics)
A snippet an outside platform gives you, so it can see your traffic. You load it into experiences as a script. An advertising pixel lets a platform build audiences from people who took part.
Template (ZIP)
A campaign you can start again, with its touchpoints, rewards, emails and landing page, but no participants. Save a template in Studio, share it with another organisation, or export it as a ZIP file.
Total Participants
On the campaign dashboard, the visitors who accepted the campaign's terms. See What OmniLab measures.
Touchpoint
One thing a participant does in your campaign: play a game, book an Activity, upload a receipt, unlock content. A campaign holds one touchpoint or several.
Touchpoint types
Studio offers 14: luck and skill games, Gated Content, Offers Pass, Activity, Treasure Hunt and Receipt Game. Some hold items inside them, such as the offers in an Offers Pass. See About touchpoints.
Validation code
A code participants must enter before they book an Activity or play a luck-based game, from a pool you create. It opens a touchpoint only to invited people. See Require a validation code.
Variables (organisation-level)
Values stored once per organisation, such as a support link or a local phone number, and reused in campaigns and templates. Variables matter most when several organisations share one campaign structure.
Variant (Smart Link)
A second address for the same Smart Link, one per placement, counted apart in analytics. See Variants.
Webhook
A message OmniLab sends to one of your systems when something happens, such as a sign-up, a prize won or a booking. Your system reacts straight away. A webhook is one way contacts reach your CRM.
WebView
An in-app browser view. It's how your mobile app shows an experience inside itself, so participants stay in your app. See Mobile app integration.
Winning method
How a reward picks its winners, and when they find out. In Studio it's the reward's type, and each category offers its own. A Game Reward is a Luck Based Reward, a Performance Based Reward or a Lottery. A Global Reward is a Lottery, an Instant Win or First Come First Served. An Offer Reward and a Receipt Game Reward each have one type, of the same name. See About rewards.
Winning option
One outcome that grants a prize. In a luck-based game, it has its own chance or its own winning moments, and the game has at most one losing option: see Configure outcomes. In a receipt game, it's a prize with its stock and attribution slots: see Winning options and attribution slots.