Learning & reference
Glossary: terminology and abbreviations
Plain-language explanations of API, advertising, security, and delivery terms used in Panther Hook.
Find a term
Use the glossary search below to filter terms and acronyms without leaving this page.
Related topic links take you to the Panther Hook guide where the term matters.
41 of 41 terms
- 2xxHTTP 200–299 status codesA successful HTTP response. Webhook delivery usually counts a 2xx response as accepted.
- 4xx / 5xxHTTP error status codes4xx means a request failed on the client or authorization side; 5xx usually indicates a server-side failure.
- 429Too Many RequestsHTTP response indicating that a rate limit was reached. Back off rather than retrying immediately.
- APIApplication Programming InterfaceA programmatic way for software to communicate with Panther Hook or another service.
- API tokenA secret credential for trusted server-to-server requests. It has permissions called scopes.
- AttributionCampaign, source and click context attached to a lead so you can see where it came from.
- CAPIConversions APIAn advertising platform API for sending eligible server-side conversion events, if configured and supported.
- Click IDIdentifier that helps associate campaign traffic and a later lead or outcome.
- CPLCost Per LeadAdvertising cost divided by the number of leads measured for the same period or campaign.
- CRMCustomer Relationship ManagementA system for managing contacts, prospects and sales opportunities.
- CSRFCross-Site Request ForgeryA security threat where a malicious site tries to make an authenticated browser send an unauthorized request.
- CSVComma-Separated ValuesA simple spreadsheet-friendly format for exported tabular data.
- ConversionAn event that matters to a campaign, such as a qualified lead or a sale.
- DeduplicationRecognizing repeated submissions or events so the same real-world action is not processed as a new one twice.
- DestinationAn enabled external target for outbound data, such as a webhook, email or native integration.
- DPAData Processing AgreementAgreement explaining data-processing responsibilities between parties.
- EventA recorded occurrence, such as a submitted lead, updated outcome or a delivery attempt.
- FBCLIDFacebook Click IdentifierA click identifier that can appear in URLs for traffic associated with Meta advertising.
- GCLIDGoogle Click IdentifierA Google Ads click identifier that can help connect eligible leads with ad interactions.
- GDPRGeneral Data Protection RegulationEU legal framework for processing personal data. Configure integrations and consent appropriately.
- HMACHash-based Message Authentication CodeA cryptographic signature used to verify that a webhook payload has not been altered and came from someone with the shared secret.
- HTTPSHypertext Transfer Protocol SecureEncrypted HTTP transport used for securely submitting leads and contacting delivery endpoints.
- IdempotencyMaking repeated requests with the same identity safe from duplicate real-world processing; useful for webhook receivers.
- LeadA stored submission containing contact details or other data from a form.
- MSCLKIDMicrosoft Click IDA click identifier associated with Microsoft Advertising traffic.
- OutcomeThe later business result of a lead, such as qualified or sale, distinct from the lead being accepted.
- PayloadThe structured data transmitted in an API call, webhook or postback.
- PostbackAn outbound request to a configured tracker or partner after a relevant outcome. It is not the same as an intake webhook.
- Public form keyIdentifier in the public submission URL. It is safe to embed in a web page and is not a private API token.
- QuarantineHolding a suspicious lead for review instead of delivering it immediately to all destinations.
- Rate limitA maximum number of requests allowed in a time window to control abuse and resource usage.
- RetryAnother delivery attempt after a failure, subject to eligibility and retry rules.
- ROASReturn On Ad SpendAttributed revenue divided by advertising spend, based on comparable data.
- ScopeA specific permission included in an API token, such as submissions:read or submissions:create.
- SDKSoftware Development KitReusable code or tools that simplify connecting a programming environment to a service.
- SuppressedA delivery that was intentionally not sent due to a rule, state or eligibility restriction.
- Test modeA non-production submission marked for validation; it should not be confused with a real customer lead.
- TurnstileCloudflare’s browser verification mechanism used to help filter automated abuse when configured.
- UTMUrchin Tracking ModuleCampaign URL parameters such as utm_source, utm_medium and utm_campaign.
- WebhookAn HTTP event delivery from Panther Hook to a receiver you configure, often when a new lead is accepted.
- WorkspaceAn area of Panther Hook that groups forms, people and settings with role-based access.
Didn't find the answer? Contact support. For endpoint descriptions, see the API reference.