Glossary

Terms are listed alphabetically within categories.

Experimentation

Agent A wrapper around a router and an orchestrator. The unit that competes inside an experiment.

Agent split The percentage of traffic each agent receives in an experiment. Either user-defined or auto-optimized periodically based on agent grading.

Champion (client champion) The agent that replicates the client's current production configuration. Always present in every experiment and acts as the control. Its weight is locked when split is auto-optimized.

Composite score Weighted average of objective scores. The single number used to rank agents.

Experiment A run that compares multiple agents against the champion across one or more objectives.

Lift Performance improvement of an agent (or the whole experiment) relative to the champion. Reported with statistical confidence.

Objective A metric an experiment optimizes for. Currently two: Increase Revenue (RPC model) and Increase Conversion (CVR model). Each has an associated ML model.

Orchestrator Tasks that run after the router has assigned a click or message — e.g. for SMS: fraud check, creative selection, send-time decision. For landing pages currently it's a no-op.

Router The traffic-splitting strategy inside an agent. Three flavors: manual split, model-based, audience-segment based.

Winner The non-champion agent with the best composite score (with statistical confidence). The winner can become a new champion candidate but is never the existing client champion.

Models

CVR model Predicts conversion probability (0–1) per click.

RPC model Predicts revenue per click in USD. Scaled with a max threshold (currently 20 USD) for composite-scoring.

Funnel

Click A click on a TUNE tracking/rotator link. Top of funnel. Identified by transaction_id from TUNE.

Lead A click that submitted a quiz/form on a landing page and was submitted to a buyer (typically HomeLight).

Revenue event A lead that generated revenue for a buyer (and therefore for us). For HomeLight this is a percentage of expected commission, paid early.

utm_content The unique per-click identifier propagated through the funnel. Originally the TUNE transaction_id. Used to join clicks → leads → revenue. Occasionally duplicated by affiliate misconfiguration (rare).

Audience & traffic

Affiliate External partner who sends traffic to our landing pages via TUNE tracking links. ~80-85% of our traffic. Paid per click.

Audience Our records of people (millions). PII + metadata. Used for outbound campaigns (Email/SMS) and tracked across funnel stages.

Prepop PII (name, email, phone, address, zip) pre-populated in tracking-link URL params by affiliates. Captured when the user clicks. Quality varies; partial data is common.

Tracking link A TUNE rotator URL we configure. Affiliates fill it with prepop params and send it. On click, traffic is rotated/redirected to one of our landing pages based on the configured split.

Vendors

Buyer A company that buys leads from us. Flat-rate per lead, or percentage-of-expected-commission.

HomeLight Our largest buyer. Pays via percentage-of-expected-commission. Provides rich lead and revenue metadata, including their own pipeline stage.

Offer Maps clicks/leads to a buyer. offer_id → vendor_id is many-to-one.

Vendor Same as Buyer in our schemas (dimension_vendors).

Data layer

Connector Source identifier in unified tables. connector_id = 1 is TUNE, connector_id = 4 is Segment, connector_id = 37 is non-HomeLight vendor revenue.

UCT "Unified Click Tracking" — the unified-layer table prefix (e.g. unified.uct_events).

Product / platform

Alyson AI The product itself. Web app at app.alyson.ai.

Experiment Manager The Temporal-based microservice that schedules, runs, and grades experiments.