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Key Definitions & Glossary
Understanding how Audience Town defines key terms helps you get the most out of your data. This article covers the most commonly asked-about concepts across the platform.
Terms Defined:
- Users, Leads & Households
- Lead Stages
- Traffic Channels
- Sessions vs. Page Views
- Site Actions
- Likely Movers
Users, Leads & Households
These three terms refer to different ways of counting and identifying the people interacting with your community.
Users are unique visitors to your community website, as captured by the Audience Town pixel. A single person who visits your site three times counts as one user with three sessions.
Leads are visitors to your community website who have also been matched to an identity profile via Experian — meaning Audience Town has enough signal to track them through the sales funnel over time. Leads are organized into stages (see below). Note: bounced website visitors are not counted as Leads.
Households are the individual living units that Audience Town resolves identity data to. Because multiple people in the same home may be involved in a home-buying decision, Audience Town works at both the individual and household level to give you the most accurate picture of your audience.
Lead Stages
The Leads page organizes every lead into one of the following stages based on their behavior and CRM data.
| Stage | What it means |
|---|---|
| Aware | Lead has visited your community website and is matched to an Experian identity. They're in your orbit — but haven't taken a meaningful action yet. |
| Engaged | Lead has visited your site AND performed at least one configured Site Action, OR has spent more than 3 minutes on your site in total. These are your warm leads. |
| CRM | Lead is found in your CRM integration and does not yet appear in In-Person or Sales stage. Default window: CRM lead date within the last 6 months. |
| In-Person | Lead is found in your CRM and has at least one Tour Date recorded. Default window: CRM lead date within the last 6 months. |
| Sold | Lead is found in your CRM and has a Sale Date recorded. Default window: CRM sale date within the last 6 months. |
| Lost | Lead was previously in one of the above stages but is now unengaged. |
Traffic Channels
The channel breakdown on your Website Analytics page shows where your website visitors are coming from. Here's what each channel means.
Paid vs. Organic vs. Direct:
- Paid referrals: Visitors who arrived via paid marketing (ads, paid search, paid social)
- Organic referrals: Visitors who arrived via unpaid links (organic search, social, listings)
- Direct discovery: Visitors who typed your URL directly into their browser
Channel-level definitions:
| Channel | Definition |
|---|---|
| Brand | Visitors arriving from another page on your home builder's broader website (same domain, different page) |
| Direct | Visitors who typed your community URL directly into their browser |
| ILS | Visitors from a known Internet Listing Site (e.g., Zillow, Realtor.com, NewHomeSource) |
| Search | Visitors from a search engine who did NOT arrive via a paid ad |
| Paid Search | Visitors from a search engine who arrived via a paid ad (URL contains paid UTM values) |
| Social | Visitors from a known social media platform via an unpaid post or link |
| Paid Social | Visitors from a known social media platform via a paid ad (URL contains paid UTM values) |
| Media | Visitors from any other domain with paid UTM values in the URL (e.g., display ads, programmatic) |
| Other | Visitors from any other domain without paid UTM values — referral traffic that doesn't fit the above categories |
Offline channels (sourced from your CRM integration):
| Channel | Definition |
|---|---|
| Leads | Website visitors who subsequently appear in your CRM (not yet toured or purchased) |
| In-Person Tours | Website visitors who subsequently completed an in-person tour at your community |
| Sales | Website visitors who subsequently made a home sale transaction at your community |
Sessions vs. Page Views
A session is a group of interactions a user has with your community website within a given time frame. A session begins when a user first views a page and ends after 30 minutes of inactivity or when the user closes/navigates away from the site.
A page view is counted each time a user loads a page on your community website.
One user can have multiple sessions, and each session can include multiple page views.
Site Actions
Site Actions are specific user behaviors on your community website that you configure in Audience Town; for example, clicking a "Schedule a Tour" button, submitting a contact form, or viewing a floor plan.
When a visitor completes a Site Action, it signals a higher level of intent and moves them from the Aware to the Engaged lead stage. Site Actions are configured on the Community Details page.
Likely Mover
"Likely Mover" is an Audience Town designation assigned to individuals who show strong behavioral and data signals indicating they are actively considering a home purchase or move. This designation appears in the Leads Live Table and can be used to prioritize outreach.