This glossary defines the key terminology used throughout the Formulayt platform. Understanding these terms will help you use the platform more effectively.
Gate
A gate is a combination of form, gating behavior, messaging, and tracking. Gates convert web visitors to known contacts in exchange for content or services. A gate is more than just a web form—it's a complete web conversion solution.
Open gate
An open gate doesn't display its associated form to the user. This occurs when a user has already completed the gate or when the gate is designed to perform a blind submit. Open gates still track user activity and may submit forms in the background.
Closed gate
A closed gate displays its form to the user. Gates can switch between open and closed states based on their configured behavior.
Blind submit
A blind submit is an invisible form submission that happens in the background. These submissions typically use pre-populated or previously submitted information to capture data without requiring user interaction.
Progressive profiling
Progressive profiling systematically displays different form fields based on a sequence or the increasing completeness of a user profile. This approach collects user information gradually across multiple submissions.
Marketing tech stack
The collection of platforms and systems in a company's technology infrastructure. This typically includes Marketing Automation, CRM, CMS, and Web Analytics tools that work together to manage marketing operations.
Content
Any information, request or deliverable used in transactions with users, where users provide profile data in exchange. Content commonly includes downloads, web articles, event registrations, or requests for contact with sales teams.
End-user
Web visitors who access the business website and complete gating forms. These individuals are the target audience for your content and conversion efforts.
Web conversion
The process of identifying an end-user in your marketing tech stack. Usually this will also connect a Marketing Automation tracking cookie to a form submission, making a web visitor known contact in your marketing data. Conversion usually requires capturing at least an email address.