This glossary is a listing of common terms and abbreviations found within or are related to the HighLevel software suite. It is intended to be used in conjunction with other available resources to help further your understanding of the software.



A2P 10 DLC

(Technical Jargon Abbreviation) Application-to-Person (A2P) type messaging via standard 10-digit long code (10 DLC) 

A Record 

An A record maps a domain to the physical IP address of the computer hosting that domain. Internet traffic uses the A record to find the computer hosting your domain's DNS settings. The value of an A record is always an IP address, and multiple A records can be configured for one domain name.


An affiliate is a person or organization officially attached to a larger organization. As an agency-level user, you are an affiliate of HighLevel and can refer others to the HighLevel software through an affiliate link to gain your own affiliates. If the referral purchases the software, then you earn a commission for that referral. For more information about the affiliate program, please visit the Solutions page in the HighLevel Support Portal.

Agency View

The first view that Agency Users see when they login to the platform. This view is where Agencies will manage system-wide settings and communicate with HighLevel. Agencies can use this level to access the Marketplace, Ideas board, University courses, and Support. All other features are at the sub-account level.


(Technical Jargon Abbreviation) Application Programming Interface


API keys are used to make secure connections between 2 platforms without the need to log in each time the connection needs to be made. An API key is often needed to set up Mailgun or SMTP services or create integrations with platforms not already created within the Highlevel platform.

Automations (Aut)

Automation is a series of events set off by a specific action. You might imagine a series of dominos all set up to fall over in sequence when a ball rolls to hit the first one. In this same way, automation can be set up to fire off any series of messages, and back-end processes after a contact does a certain activity (i.e., submitting a form or booking an appointment). Includes: Workflows, Campaigns, Triggers."

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(Commonly Used Abbreviation) Business-to-Business


(Commonly Used Abbreviation) Business-to-Customer

Bulk Actions

Bulk actions are a convenient way to take action for a group of contacts.


(Commonly Used Abbreviation) Bring Your Own Channel

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Calendar (Cal)

The calendar feature replaces the need for an external booking widget. Customers often try to get their leads on calls to discuss tactics, do demonstrations, or provide services. The team's calendars can allow a single user to offer multiple appointment types(i.e., spas, and salons) or for multiple users to get round-robin assigned to the same type of appointment (i.e., sales calls).

Calendar>Appointments Per Day 

The appointments per day refer to the total number of appointments that can be booked on a single day. For example, if there are 30-minute appointment slots in an 8-hour day, that's 16 appointments per day. That may not be desired, so setting a number of appointments per day will limit the number of appointments to that number on a daily basis.

Calendar>Appointments Per Slot

The appointments per slot refer to the number of people who can book an appointment. Normally, this is kept at 1 unless a multiperson event such as a webinar exists.

Calendar>Buffer Duration

Buffer Duration determines how frequently appointments can be booked in relation to each other by adding a buffer time after every appointment. For example, if an appointment slot duration is 30 minutes and is set for 10 AM with a buffer of 15 minutes, the very next appointment time would be 10:45 AM.

Calendar>Date Range

The date range refers to how far in advance an appointment can be booked.

Calendar>Minimum Scheduling Notice 

The minimum scheduling notice is the minimum amount of time an appointment must be booked ahead of the requested appointment.

Calendar>Slot Duration

Slot Duration determines the length of the appointment.

Calendar>Slot Interval

Slot Interval determines how frequently the appointments are available.


A campaign refers to the software portion where you will set up various online avenues to promote your products and services.

Chat Widget 

A pop-up can be placed on a website to gather contact info and create a conversation for the contact. Think of it as a sophisticated contact us form since there is no two-way chatting on this feature. All follow-ups will be done over the phone or by email.

CNAME Record 

A Canonical Name or CNAME record is a type of DNS (Domain Name System) record that maps an alias name to a true or canonical domain name. In other words, it's the "master version" of a page on your website that you want search engine crawlers to find. As you launch marketing campaigns and track users, information gets added to the end of your unique page URLs. From the crawlers’ point of view, this means you have multiple versions of the same page without a clear indication of which one is "right." When you set up a canonical URL in the page's HTML, you tell search engines which version of the page you want visitors to see.


The company is the place where you can make changes to the client's business information.

Contact (aka Lead) 

A profile of an individual who can be tracked on the platform. Typically, the profile includes the name, contact methods, additional info about the individual, a history of activity, and appointments booked. Conversations can also be held on the contact profile. (See also Lead)

Conversations (Convo)

Many companies have a presence across many communication channels (i.e., SMS, email, Facebook messenger). The conversations area allows users to see all the messages from the lead regardless of the platform or contact method. This means customers no longer have to flip through multiple tabs and applications to track what was said to the lead.

Conversion Leads

Facebook conversion leads integration helps your Facebook lead ads optimize for the quality of leads instead of the volume of leads. When users submit the lead form, their contact information is captured and synced in Highlevel's CRM. This contact information can then be used to follow up with the leads to nurture them and move them further down the sales funnel. As each Lead moves through the sales funnel, the conversion leads integration allows the advertiser to share the lead status with Meta, which allows Meta to optimize the lead ad for increased lead-to-sales conversion.


(Technical Jargon Abbreviation) Customer Relationship Management. The CRM is the list of contacts in the system and the tools you have to interact with them. We provide options to book appointments, send them communication, and maintain data about each individual.



(Technical Jargon Abbreviation) Cascading Style Sheets


(Technical Jargon Abbreviation) Comma-separated values

Custom CSS (aka Custom Coding) 

CSS coding can be used to modify the appearance of the platform. HTML coding can be used to modify the functionality of the platform. We typically do not do builds or provide support for any custom coding, but we have several partners that can provide these services.

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Dashboard, Agency 

The Dashboard at the Agency level shows Stripe revenue. It is meant to be a quick snapshot to show agencies what they have earned from building their business with HighLevel. This area will show more features in the future, much like the Sub-Account dashboards do now. There are no settings to change or modify the dashboard, so users must use custom coding to add additional features.

Dashboard, Sub-Account 

The Dashboard in the Sub-Account displays graphics and metrics based on the pipeline as well as some quick looks at daily activities. Users will see the full potential value of all the pipelines, the distribution of contacts across each platform, and see the count of opportunities from each source. Note: The lead source widget looks at the opportunity source separate from the Contact Source. Users can also quickly access their manual actions and tasks within the dashboard.


(Commonly Used Abbreviation) Database


(Technical Jargon Abbreviation) Domain Keys Identified Mail


(Technical Jargon Abbreviation) Domain-based Message Authentication, Reporting, and Conformance


(Technical Jargon Abbreviation) Simply put, Domain Name System (DNS) is the internet's phone book. The system converts website domain names (hostnames) into numerical values (IP address), so they can be found and loaded into your web browser.


A domain is a part of the web address nomenclature someone would use to find your website or a page of your website online. It is a string of text associated with the numerical IP address of a website that's much easier for people to remember and search. A domain is often compared to a home address. Your friends don't memorize your house's GSP coordinates whenever they want to visit you. Instead, they plug in your street address into their phones. The same goes for visiting a website. Instead of memorizing a website's IP address, visitors type in the domain into their browser.

Drip Mode 

Drip Mode is a feature that allows you to send the email campaign in timed batches rather than to your whole audience simultaneously. This helps control traffic to your websites or funnels and prevents potential tension on your server.

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Eliza Agent Platform is the AI Chat Bot offered by HighLevel and our partners. The idea is that the bot can be placed on a website where a customer can chat and converse with a bot to get most of their questions answered. If, at any point, the bot does not understand how to respond, a human rollover feature will kick in, and one of our partners will take over the chat from there. The agent will then teach the bot how to respond in the future so that Eliza continues to grow to provide the most accurate answers. There is a monthly cost to the service.

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Abbreviation for Forms and Surveys


Abbreviation for Funnels and Websites

Facebook Pixel (AKA Meta Pixel)

The Facebook pixel is a piece of code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads and remarket to people who have already taken some action on your website. The Facebook Pixel ID is the specific ID number associated with your account.


(Commonly Used Abbreviation) Facebook


A feature that allows leads to provide information to the account users. All fields are listed and visible on one page.

Forms>Custom Fields>Checkbox

A custom field with multiple options listed which can be multi-selected via checking multiple checkboxes.

Forms>Custom Fields>Date

A custom field that requires a numerical input only and will format it as a date.

Forms>Custom Fields>File

Upload A custom field that allows for files to be uploaded. You can limit this field to specific file types.

Forms>Custom Fields>Large Text

A custom field that can be used for multiple lines of entry.

Forms>Custom Fields>Monetary

A custom field that requires numerical input only and will format it as money.

Forms>Custom Fields>Multiple Options

A custom field with a drop-down list of choices will allow for multiple selections.

Forms>Custom Fields>Numerical

A custom field that requires numerical input only.

Forms>Custom Fields>Phone

A custom field that requires numerical input only and will format it as a phone number.

Forms>Custom Fields>Radio

A custom field with multiple options listed and only one option may be selected by clicking the corresponding radio button.

Forms>Custom Fields>Signature

A custom field is used to accept a signature.

Forms>Custom Fields>Single Options

A custom field with a drop-down list of choices will only allow for a single selection.

Forms>Custom Fields>Text

A custom field that can be used for a single line of entry only.

Forms>Custom Fields>Textbox List

A custom field which provides a list of options, but there is a text field that allows for data entry next to the options. For example, on a t-shirt order form, there might be size options, small, medium, large, extra large, etc. Next to the sizes would be a text field where someone could enter the quantities for each size.

Forms>Open URL

Open URL refers to a backend process to open another website when the form is submitted. The caveat is that if there is not a URL listed to open for this process, the page will refresh and will appear to the customer that the submission didn't work.

Forms>Sticky Contact

The ability for HighLevel to remember the device submitting forms and the last information used in a form or survey.


(Technical Jargon Abbreviation) File Transfer Protocol


A series of web pages that guide a lead through one or more action steps to get them to accomplish the marketing goal.

Funnel Events

The events are sent from a web server to record the events when the user visits the page, adds products to a cart, purchase, subscribe, submit an application, and more. To learn more about how to set up Funnel Event Pixel using FB CAPI, please read this article.

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GMB (Google My Business) NOW know as GBP (Google Business Profile)

A free service that lets you provide more detail about your business when it appears in search: beyond a URL and description, you can add photos, videos, telephone numbers, business hours, a delivery area, and links to reservation services. A cover photo and snippets from Google Maps and Google Street View help potential customers know what to expect when they arrive for the first time. A word of warning: Users can suggest edits to your profile, so check it regularly for accuracy.

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(Technical Jargon Abbreviation) HyperText Markup Language


(Technical Jargon Abbreviation) HyperText Transfer Protocol Secure

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An iframe is a section of a web page that contains content that comes from another page. It’s a page within a page. Iframes are typically used to pull in content from third parties. For example, you can set up iframes on your website to display banner ads from Google Ads or another ad network. Iframes are different from framesets (also called just “frames”), which were used in the early days of the internet to make page layouts easier and navigation consistent.


(Commonly Used Abbreviation) Instagram


(Technical Jargon Abbreviation) Interactive Voice Response

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The LaunchPad tab in the Sub-Account allows users to get a quick start on integrations and adding team members, giving clients the ability to start utilizing the platform immediately.


A person who has shown interest in your company's product or service. “Lead” is a term used more often in the sale of business-to-business (B2B) products and services than the retail or consumer packaged goods. Leads can come from website users who complete a contact form, trade show attendees who provide contact information in person, or lists you purchase from another company, such as a list broker. Sales and marketing professionals further vet, or “qualify,” leads to prioritize their fit with the company’s buyer profiles.

Lead Events

The LeadConnector CRM sends the events with how the Lead moves across the pipeline stages. For example, a Business creates a pipeline name Lead Generation. The leads are moving across the pipeline stages, from new leads to booked or abandoned ones. With Lead events, LeadConnector CRM sends the data to Facebook Conversion API - with CRM being the data source.

L-e-a-d-C-o-n-n-e-c-t-o-r (LC) Email

LC Email System is designed to help businesses avoid the hassle of signing up for Mailgun or any 3rd party email service provider. In the past, when a business signed up, they would need to either integrate with Mailgun or another email service provider to send/receive email. With LC Email, sending & receiving email works right out of the box.

L-e-a-d-C-o-n-n-e-c-t-o-r (LC) Phone

LC Phone System is an out-of-the-box phone service for agencies. It is designed to help agencies avoid the hassle of signing up for any 3rd party SMS service providers. The service allows agencies to recoup costs for messaging done from within the platform by providing an intuitive interface with automated usage billing capabilities. Sub-accounts can use LC Communications’ system to send voicemail drops, make calls, and send SMS quickly and easily from any device or location.


(Commonly Used Abbreviation) Local Services Ads

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Mailgun (MG)

Mailgun is a third-party service we use to send emails in bulk. Mailgun is the native integration for the email services provider. To use Mailgun, customers will need to be subscribed to the Foundation 50K level, allowing 50,000 messages to be sent from that account in one month with unlimited sending domains. It is recommended that each sub-account in HighLevel be set up with its own unique sending domain.


(Commonly Used Abbreviation) Minimum Viable Product

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A card in the pipeline represents the chance to sell a product or service. A contact may have more than one opportunity associated, but one opportunity cannot be associated with multiple contacts.

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The visual representation of the sales stages leads to the development process. Represented by columns where Opportunities are stacked.


(Commonly Used Abbreviation) Product Owner


(Commonly Used Abbreviation) Priority Support Upgrade

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(Commonly Used Abbreviation) Quality Assurance


(Commonly Used Abbreviation) Quickbooks

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Similar to a Workflow Template, a Recipe is a pre-made workflow provided by HighLevel for a quick automation solution.

Reports>Agent Reporting 

Agent Reporting, available in the Pro plan only, is designed to show you how your whole team is doing in one quick glance, which includes a leaderboard function.

Reports>Appointment Reporting 

Appointment Reporting provides insights about appointments being booked within sub-accounts.

Reports>Attribution Report 

The attribution report shows where and how customers came into the platform.

Reports>Call Reporting 

Call Reporting shows totals of calls in each status and has a list of calls with their recordings if the option is activated.

Reports>Facebook Ads 

Facebook Ads shows a variety of performance metrics on the ads listed on the Facebook platform.

Reports>Google Ads 

Google Ads shows a variety of performance metrics on the ads listed on the Google platform.


The Reputation tab of the Sub-Account level allows users to see and manage the reviews left on Google and Facebook. There is a dashboard where the overall reputation can be visualized, a Reviews section where users can reply to the reviews that have been left, and settings for a review widget that can be placed on a company's website.


RSS stands for Really Simple Syndication, a standardized system for distributing content from a website or blog to readers.

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(Commonly Used Abbreviation) Software as a Service. The practice of selling and delivering applications over the Internet as a service.

SEO Meta Data

(Search Engine Optimization) The practice of optimizing labels and keywords attached to a web page to make it appear higher on the lists shown in search engines.

Settings>Custom Fields

Additional fields can be added to the contact profile to capture custom information about an individual.

Settings>Custom Values

Custom values are used as fill-in-the-blank fields. Custom Values are a change once, update everywhere field that can be used in various places in the HighLevel system. For example, if you were deploying a field to have someone input data about Google but then decided you wanted to collect data about Facebook instead, changing the information in Custom Values would then, in turn, change all the places where that Custom Value was being used.

Settings>My Staff

The My Staff setting in sub-accounts is where you can manage the team members for the sub-account. You can also manage teams and team calendars in this setting.

Settings>Reputation Management

The Reputation Management setting is where you will set up customized review messages, so you don't have to send out manual messages to customers. They can be sent manually within this setting, picked up by automation, or through quick actions with options to set up as email or text messages. Additionally, you can customize a review widget and embed the code onto a webpage.

Smart Lists

Smart Lists are enhanced contact lists. You can use filters to search/sort against different parameters, identify which columns of information you want to see, create targeted lists, and apply bulk actions. As the underlying contact data is updated, they will be automatically added/removed to/from your targeted lists.


(Technical Jargon Abbreviation) Simple Mail Transfer Protocol


Snapshots are copies of a particular sub-account at a particular point in time. The idea is that users will build a stand-alone sub-account with automation and webpage templates that include a copy with custom values. This will allow the template to be updated and copied into new or existing sub-accounts, bringing over all the templatized features. Snapshots are used to drastically reduce the amount of time an agency would need to set up sub-accounts so their customers can quickly start using the product.


Imported snapshots are snapshots you have received from someone else via a copied URL link or an email. Both can be imported and will appear in the Agency dashboard in the imported snapshots subtab under account snapshots or snapshots in settings.


Snapshots created by the agency will appear in the Own Snapshots tab.


HighLevel provides vertical snapshots for agencies to use in their customers' profiles.


(Technical Jargon Abbreviation) Sender Policy Framework

Split Testing

Split testing (also known as A/B email campaigns) allows you to test up to 6 different versions of an email campaign with your recipient list. By testing multiple variations of your email campaigns, you can get valuable insight to help create content that resonates with your audience and drives them to action.


(Technical Jargon Abbreviation) Secure Socket Layer

Stage Distribution

Stage distribution is a chart graphically showing the stages and their current conditions.


A stage is any point along the path during the process of moving a lead to a win.


Also known as Account or Location. In this view, users can manage the CRM, create funnels and websites, set up booking widgets, and much more. An agency will need its own sub-account to access these features for itself.

Survey>Multiple Choice Questions> Conditional Logic

Surveys allow you to create and send surveys to your contacts. The survey builder allows you to direct your contact through conditional logic questions. In other words, the survey will follow a specified path based on their response to certain questions. This only works for checkbox, radio, and single options.

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Tags are a way of categorizing your contacts. You can tag any contact in your contacts list with one or more tags to help you find it again later. Tags are used for searching, browsing, sorting, and organizing content. They also allow you to fire off automation, bulk Emails, SMS etc.


A task needs to be done and assigned to a user at the sub-account level.


A team is made up of users (aka employees) specific to agencies and accounts. An agency team member can access all the accounts within that agency and can message customers, modify settings, create funnels, etc., depending on their permissions. An account team member is a specific employee within the account and is taken directly to the sub-account dashboard when logging in; they can access sub-account functions depending on their permissions.


Rather than duplicating effort when sending out communications, the Email Marketing tab in the Sub-Account level can be used to create email and SMS templates. In other words, build once and use over and over again. There are options for plain text email and SMS templates, but there is also a graphic email builder that can make a company's message more exciting.  It includes a drag-and-drop editor allowing text, images, videos, and buttons to be organized in a beautifully designed layout.

A stand-alone series of back-end processes that will happen based on a specific action a contact may take.


(Commonly Used Abbreviation) Troubleshooting


Twilio is a connection between the internet and traditional communication infrastructure through the use of APIs to make the whole communication process easier.

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(Commonly Used Abbreviation) User Interface

Unified Mailbox

A unified mailbox refers to the Highlevel functionality that allows for multiple communication sources to be seen all in one place including email, text messages (SMS), etc.


A URL, or Uniform Resource Locator, is the address of a website or web page on the internet. It’s a unique web address that will lead you to a specific webpage. Every page on the internet has its own URL, just like the one you are on now.


A person who is given access to the platform to message customers, modify settings, create funnels, etc., depending on their permissions.


(Technical Jargon Abbreviation) Urchin Tracking Module. These codes are snippets of text added to the end of a URL to help you track where website traffic comes from if users click a link to this URL.

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(Commonly Used Abbreviation) Voicemail

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(Commonly Used Abbreviation) WhatsApp

Web Domain

A Web or Website Domain, simply put, is the name of a website -, for example, but it's not the only way to get to a website. You could always use the IP address if you wanted to memorize a string of numbers. So, that's what domains are for an easier way to navigate to a particular website via a name.


A stand-alone flow for a third-party platform built through an API that can be triggered by automation in HighLevel.


A collection of web pages with a navigation menu that allows a lead to go to whichever page in whichever order they choose.

White Label (WL)

White Label or white labeling refers to a practice where one company creates products or solutions and another company purchases and rebrands those products or solutions to offer to their customers with their branding.


A combined series of external communications and back-end events that happen automatically based on a predetermined contact action.


(Commonly Used Abbreviation) Wordpress

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Zapier is a tool that helps you automate tasks between web apps. The automatic workflows, called Zaps,send information from one app to another.

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