The Vocabulary

Five words inside Audience Town that mean something specific. Get these now and the rest of the platform makes immediate sense.

 

1. Leads. Inside Audience Town, a lead is any household that's been on your website. Not a form fill. Not a CRM contact. Any household. If your sales team uses "lead" to mean someone who filled out a form, set that aside in here. With us, lead means visitor.

 

2. Users. Other platforms count browsers and devices and call them users. We don't. When we say users, we mean people, tied back to a real household. One household with three devices is still one household.

 

3. Site actions. The high-value moments on your website. Form submissions, click-to-calls, get-directions clicks. If you've worked in Google Analytics 4, these are the same as key events. They tell you who's not just visiting, but actually engaging.

 

4. Recent movers. Households who likely already moved in the last six to twelve months. We identify them through signals like address changes and new deeds. They're probably not in market for a new home right now, so most views give you a toggle to include or exclude them.

 

5. Children in the home. The count of minors under 18 currently living in the household. This is not a parent flag. A grandparent raising a teenager shows up here. An empty-nester does not. We renamed it specifically because the old name, number of children, was getting misread.

 

A few more terms will come up later. Benchmark audiences, real estate professionals, identified leads. We'll explain those when they show up in the workflows.

  

Next, we get into the most important workflow in the platform: the ICP check.