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Glossary & Concepts

Plain-language explanations of the key terms you'll see across Advantage. Come back to this page whenever a word isn't clear.

UTM tags (UTM)​

Small tags appended to the end of a link to track where your traffic came from — that is, to know where a visitor arrived from (for example, an email campaign or a post on a specific platform). They help you see which channels work best. This feature requires a plan that enables it.

Back-half / custom code (Back-half)​

The custom text that comes after the domain in a short link. For example, in ast.sa/home-2026, the home-2026 part is the back-half. You can pick something memorable, and it's unique per domain.

Fallback / default destination (Fallback)​

The destination a smart link sends a visitor to when no specific rule matches. Think of it as a safety net that ensures every visitor lands somewhere sensible.

A single short link that routes visitors to different destinations by device, location, OR language. For example: iPhone users to the Apple Store, Android users to the Google Store. See Smart link.

QR code (QR code)​

A scannable image you point your phone camera at to open the link directly without typing it. Handy for print and signage. See QR codes.

NPS / CSAT / CES​

Three common survey metrics:

  • NPS (Net Promoter Score) — measures how likely a customer is to recommend you to others.
  • CSAT (Customer Satisfaction) — measures how satisfied a customer is with a specific experience or service.
  • CES (Customer Effort Score) — measures how easy it was for a customer to get their task done with you.

These three get an auto-computed score in analytics, while eNPS and PMF do not.

Archive (Archive)​

When you "delete" a link, it's actually archived rather than permanently removed. An archived link stops redirecting, and its visitors are sent to advantage.sa. See Managing links.