The Ultimate Funnel Hacker Glossary of Terms

If you are new to sales funnels and to funnel hacking, knowing the what the terms are is very important.

Here are is Ultimate Funnel Hacker Glossary of Terms.

1 Comma Club
ClickFunnels users that have accepted over $1,000 of transactions through ClickFunnels. **

2 Comma Club
ClickFunnels users that have accepted over $1,000,000 of transactions through ClickFunnels( ) **

ACV (Actual Cash Value)
Actual Cash Value is not equal to the replacement cost, but by subtracting depreciation from replacement cost.

A person or organization that is connected, likely through promotion, to a company or vendor. 

Affiliate Marketer / Affiliate Marketing
A person or group that promotes products and receives commission or compensation in some form dependent on sales or leads.

This often involves studying past, recent and current data to determine patterns, trends or effectiveness in relation to marketing and sale within the ClickFunnels community.

Application Programming Interface. Allows for communication with a platform, from external sources.

Ask Method or Ask Campaign
A form of collecting information to assist with creating more relevant and valuable answers or content for your audience. 

Attractive Character
Type of leader to follow and relate to based on their story and accomplishments. 

The unique group of people who are interested in you or your company and how they can benefit from your products or services. These are your leads and customers.

A system/service that sends a sequence of emails to contacts. 

Bounce (Email)
When an email is not able to be delivered to an email address. There can be soft bounces which are temporary. For example if their inbox is full, the message size is too large or their mailbox declares the email suspicious or “spam-like” content.

Hard bounces are when the email address no longer exists or due to a typo in the email address. 

The application which is used to access, browse and search the internet.

Examples; Internet Explorer or Edge, Firefox, Chrome, Opera and Safari.

Certified Partner (CFCP)
ClickFunnels Certified Partner (someone who has gone threw specialized traininng on how the platfrom works) (able to use manager function on other people accounts)

Managed DNS provider to route users to your website(s). 

A small file or piece of information stored on a computer. They store information about the computer to help provide more relevant information while browsing.

A file that used to reduce loading times when browsing previously visited websites. This could also store preferences for using some services to provide a more convenient experience.

Copy (Sales Copy)
Sales copy is used when writing engaging text or verbal dialogue. This often helps readers and listeners understand information and take action. 

CPA (Cost Per Action or Acquisition?) 
Paying a set amount for a certain action to be taken by a unique visitor. This could be opting in or creating an account for example.

CPA Network 
Cost per action network. This network focuses on leads over sales, but not exclusively. A new lead will cost, but multiple views of an ad will not. 

CPC (Cost Per Click)
A charge occurs when an ad is clicked and whether or not that person opts in to that page or purchases.

CPL (Cost Per Lead)
A charge can occurs when a new lead has been collected.

CPM (Cost Per Thousand)
This is most common method for pricing website ads. This means a price is paid to the advertiser to display the add per thousand views on a page, website or network.

Cascading Style Sheet, defines the style of HTML. (along with HTML & Javascript considered one of the 3 core web languages)

Customer Avatar
A term used for the ideal client. This is more specific than an audience. Who is your preferred customer or client that you are looking to help or provide service to for results.

Such details include an image of this person, their name, hobbies, brief description and current obstacle they need to overcome or goal they are looking to achieve.

A way to measure the success rate of emails reaching the inbox of their contacts in comparison to bounces or going to the junk / spam folder.

DKIM (DomanKeys Identified Mail)
An email authentification methods designed to detect “spoofing” which is a type of misleading email delivery.

This is used to verify you own the domain that you are going to be using in your email address and so other’s can’t send from that domain email address.

For example “”.

This often requires a DNS record to be created.

DNS (Domain Name Servers)
The phonebook of the internet. Links URLs to IP addresses. This allows your site to load when a domain address (or subdomain) is visited through a browser.

An address on the internet that can be visited through a browser by intentionally searching traffic or unintentional surfing. This is often related to your brand or company.

For example “” is a domain and it has been assigned as a home page for ClickFunnels.

Domain Registrar
A site or service that manages the reservation of domain names. Sites such as GoDaddy, HostGator and  Namecheap.

 Downsell (OTO Downsell)
An offer that is presented after a customer declines an Upsell (OTO) offer. This is either a payment plan or product offered at a lower price that can provide value to the customer.

To sell products which are not your own, you collect payment then purchase the product for your customers.

EPC (Earning Per Click)
A measurement and term used to indicate the average earnings based on the result of clicks for an affiliate marketing link or ad. **

FHAT (Funnel Hack-A-Thon)
This is an event held at ClickFunnels HQ.
Hands on learning and building your funnel with expert guidance.
Leave with a complete funnel ready to launch.

Funnel Hacker 
A Funnel Hacker is one who researches  and investigates their competitor’s sales & marketing process to learn, model and test your own sales & marketing processes. **

Funnel Hacking
[verb] – “to funnel hack”
The process of strategically investigating the sales and marketing process of your competitors, which you can use to model and test your own sales & marketing processes.  **

Link to blog post:
The Ultimate Marketer’s Blueprint To Funnel Hacking [A to Z]

A heading at the top of an article, blog post, landing page, sales page or magazine. 

A highly intriguing question or phrase that encourages engagement and action. **

Hypertext Markup Language: Generally used to create basic structure of pages (not used for advanced logic / styleing) (along with CSS & Javascript considered one of the 3 core web languages)

iframe (Inline Frame)
An iframe is an embedded window on a web page.

The “window” is an embedded code that allows the viewing of another site or URL. 

Invisible Funnel
A funnel where the attendees pay upfront and are able to cancel the payment after the webinar if they feel they did not gain any value or improvement from the webinar training. **

Language used for advanced functionality/logic. (along with HTML & CSS considered one of the 3 core web languages)

A pre-built library of java script functions, that can be used (instead of having to write everything from scratch)

A lead is a contact that is a potential customer or client.


  1. A client enters information for a free consultation. 
  2. A visitor on a website opts in to a page to receive a PDF or Checklist that will help them further their own goal or learning.

Lead Magnet
Something of value to trade for optin details (name, email, phone). Usually a guide or PDF.

Mouse Tracking / Heatmapping
Can be used to see the most active areas on your pages. This allows you to see what areas your visitors drag and hover with their mouse. 

Using this information can provide important feedback and data that can help improve engagement and conversions.

MX Record
A mail exchanger record. This is a type of resources record that specifies a mail server responsible for accepting messages on behalf of a recipient’s domain.

This is required to be able to use email with your domain email address.

Wikipedia MX Record

Optin [verb]
To choose to participate in something. 

When a visitor enters information on a landing page, squeeze page or optin page they are willingly providing details to receive information or contact from a person or company. **

Optin Funnel
A type of funnel that allows contacts to enter personal information in exchange for value, information etc. **

Perfect Webinar
The perfect webinar is a blueprint created through trial and error over time that is a proven method to use for webinar presentations. **

(Found in Funnel Hacks BONUSES in Inception Secrets or you can purchase this here)

A pixel refers to a 1×1 pixel that is loaded and viewed on specific pages to track the activity of your leads and customers.

You can view more details here with Facebook Pixel Implementation Guide.

Rule Groups
These can be found in Actionetics inside of Smart Lists and Action Funnel steps. Using rule groups we can set specifics that contacts need to meet to be added to a Smart List, be eligible to receive an email in an Action Funnel or be included in a Do Action in an Action Funnel. **

Software As A Service (A type of bussiness model) 

Seinfeld Sequence
This takes place after the Soap Opera Sequence. Share daily updates with your list to stay relevant while naturally referring to or linking the topic to your product or services that you offer. **

Secure Mail Transfer Protocol. Servers used to send and receive emails. 

Soap Opera Sequence
After someone has joined your list you can use this sequence to stand out and keep them interested in what you have to say and your future emails.

This is often a mass delivery of the same email to a large amount of contacts. These contacts may not have willingly opted in to an email list and the sender’s delivery reputation may be low which results in emails going to the Spam or Junk folder. **

SPF (Record)
A DNS record that is used to identify which mail servers are permitted to deliver email on behalf of your domain’s email address.

(These can work with the DKIM records for authentification of email)

Sticky Cookie
How The ClickFunnels Affilaite Sticky Cookie Works;

  1. Use your affiliate link to be eligible for commissions on traffic and leads “cookied” by your link.
  2. Your prospect MUST click on/use YOUR affiliate link for your cookie to be applied, and for you to be eligible for commissions.
  3. The LAST affiliate link clicked on by the prospect that directly leads to a sale will be the link used to assign credit for that sale.
  4. If the last link clicked on which leads to a sale is the ClickFunnels Company link, then the existing ACTIVE sticky cookie will be assigned the credit for the sale.
  5. Each affilaite commission is subject to the sticky cookie hierarchy, the “last affiliate link used” rule (mentioned above), and the active sticky cookie rule (mentioned above).

For more advanced detail, disclaimer information and specifics you can see Understanding The Sticky Cookie.

A domain that is part of a primary domain.

For example, “” is a primary domain and “” is a subdomain.

You can create a custom domain to use with ClickFunnels 

OR view this guide for beginners
Create a custom subdomain to use with ClickFunnels (Beginner)

Traffic – Organic
Top search results that appear when searching in search engines such as Google. These do not have the “Ad” tag and appear under the Advertised search results. This could also be blog, podcast or YouTube content for example.

Traffic – Paid
Top search results with the “Ad” tag when using Google, sponsored ads in Facebook, Twitter, Instagram or Pinterest newsfeed. This could also be banner ads, soloads or YouTube video ads. 

Tripwire (Tripwire Funnel)
Low priced item meant to bring users into a funnel. 

Upsell (OTO – One-Time-Offer)
An offer that is presented after an initial purchase by a customer.

This is a one time chance to get an upgrade, more valuable content, or a more valuable product that is only offered to those who purchased the first product and at this specific time. **

UTM Parameter – (Urchin Tracking Module Parameter ) – (Advanced Topic)
UTM parameters in a URL identify the marketing campaign that refers traffic to a specific website. 

Wikipedia UTM Parameter

Value Ladder
A value ladder is a often a vertical step ladder of products and/or service laid out in ascension of cost and value. For example cold traffic joining your list would be at the bottom of a value ladder exchanging their email for your lead magnet. **

Webhook (Advanced-Topic) 
Use webhooks to send data to an external system. 

Funnel Webhooks are triggered when a new contact is created or updated and when a new purchase is created or updated.

A record or records that proves ownership and authentication. Whitelabels also improves email delivery which means entering the inbox.

A web automation app. You can build actions known as “Zaps” which can automate parts of your business. A Zap is a blueprint for a task that you want to do over and over.

A Zap could be an action such as adding contacts or order details to a Google Sheet, or a 3rd party service or location.

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