Quick answer
Short definitions of the terms that appear in the BIP dashboard and in this wiki, in alphabetical order: from API to WhatsApp template, including API Trigger, Creation Date, KPI, Last Updated, Lead Re-entry Window, Namespace and Topic. Each term links to the guide that explains the feature.
The terms you'll see in the BIP dashboard and in this wiki, from A to Z. Names in bold are the dashboard's, exactly as you'll find them on screen. Each term links to the guide that shows the feature in practice.
Terms
API
Access that lets your system talk to BIP at https://api.bip.marketing, with the key in the x-bip-api-key header. It creates and updates contacts (POST /api/leads), records events (POST /api/events) and triggers campaigns for one contact (/api/campaigns/trigger). See API.
API key
The API credential, created in Settings → API Keys → Add New API Key. Each key has a name, a Status, an optional Automatic Expiration and Scopes: Leads Write, Leads Read, Campaigns Trigger and Events Write. See API.
API Trigger
Campaign schedule type that sends to one contact at a time, when your system calls /api/campaigns/trigger. The send is Immediate or has a Delay (Seconds) that restarts with each new trigger; /api/campaigns/cancel cancels a delayed send that hasn't gone out yet. See Campaigns.
Birthdate (mode)
Option on criteria for fields of type Date with relative dates. With Birthdate on (Birthdate within selected period), BIP compares only the day and month and ignores the year: it works for birthdays and for signup, contract or last-appointment dates. See Segments.
Campaign
A message BIP sends, from the Campaigns menu, to the contacts in one or more segments or, with an API Trigger, to one contact at a time. Each campaign has a channel and a schedule type: One-time, Recurring or API Trigger. See Campaigns.
Channel
How the campaign goes out: Email or WhatsApp. Each campaign uses a single channel; to reach people on both, create two campaigns. Email campaigns can also call up to 3 webhooks or send webhooks only. See Campaigns.
Contact (lead)
Each person in your base, in the Leads menu, with name, emails, phone numbers, tags, custom fields, KPIs, notes, location and source. BIP recognizes the contact by email or phone and doesn't create duplicates: new data is added to the same profile. The dashboard and the API call the contact a "lead". See Import contacts.
Creation Date
The date the contact joined BIP, as a segment criterion and as a column in Leads. It accepts a fixed or a relative date, like "in the last 7 days". For Easy Auth Wi-Fi visitors, it's the first visit. See Segments.
Criterion
Each rule in a segment. There are 10: Creation Date, Name, Email, Field, First / Last Location, KPI, Phone, First / Last Source, Tags and Last Updated. You combine criteria in groups with All (AND) or Any (OR). See Segments.
Custom field
Extra contact data, beyond name, email, phone and tags, created in Settings → General → Fields. There are 7 types: String, Number, Boolean, Date, Phone, Location and Array. It arrives by import, through the API, by editing the contact or from Easy Auth, and becomes a segment criterion (Field). See Import contacts.
Email template
The email built in the block editor, in the Emails Templates menu, with a heading, text with contact data, image, button, divider, signature and social networks. Each template has its own language and is used in email campaigns. See Email editor.
Event
Something the contact did: opened or clicked an email, visited a page on your site or performed an action your system sends through the API (POST /api/events), like a purchase. Events show up in the contact's Feed. See API and Site script.
Flow (BIP Full)
BIP Full automation, in the Flows menu. It starts when a contact is created or updated and moves through steps like wait, email, WhatsApp, webhook, condition, tags and KPIs. Available on BIP Full — talk to us. See Plans and limits.
Form (BIP Full)
A public sign-up page created in Forms Templates, with an address on forms.bip.marketing. Anyone who fills it in becomes a contact with the Page source. Available on BIP Full — talk to us. See Plans and limits.
Group
A folder to organize campaigns, email templates, segments and webhooks (on BIP Full, flows and forms too). You create, describe and order groups in Settings → Groups. See Account and team.
Interest tag
A list separate from contact tags, in Settings → Tags → Interest Tags, for recording preferences and topics of interest. The Tags criterion in segments uses Lead Tags. See Account and team.
KPI
A numeric contact indicator you define in Settings → General → KPIs, like purchases or amount-spent. It receives values through the API, and each value sent is added to the contact's total; on BIP Full, flows also feed KPIs. It becomes a segment criterion (KPI). See API.
Last Updated
Segment criterion with the date of the contact's last change; in Leads, it's the Updated Date column. It changes when the contact is edited, imported or updated through the API and, in accounts connected to Easy Auth, with every new Wi-Fi connection. See Segments and Connect Easy Auth to BIP.
Lead Re-entry Window
Campaign option that decides whether the same contact can receive the campaign more than once. With Allow Lead Re-entry off, each contact receives it only once; with it on, the Cooldown Period (Days) sets the minimum number of days between two sends to the same person. See Campaigns.
Location (first/last)
The city from which the contact interacted with BIP: First Location keeps the first interaction and Last Location changes with each new interaction that has a location. Precision is always city-level: a radius on the map (In radius) selects the cities whose center falls inside the circle. See Segments.
Namespace
The identifier of each BIP account, with its own contacts, campaigns, settings and team. A user can belong to several and switch between them with the selector at the top of the sidebar, where you'll also find Create New Namespace. Accounts created through Easy Auth use easyauth- followed by the license label. See Account and team.
One-time
Campaign schedule type that sends only once: as soon as you activate it or at a set date and time, in the timezone you choose. See Campaigns.
Preferences portal
The page a contact opens from the link in the footer of every BIP email. Under Communication Preferences, the person turns on Global Opt-out or stops receiving messages by channel or by topic. See Compliance.
Recurring
Campaign schedule type that repeats: every day, on chosen weekdays or on a day of the month, at the time you set. BIP recalculates the segment before each send, so anyone who starts meeting the rules gets into the next cycle. See Campaigns.
Segment
A dynamic group of contacts, in the Segments menu, defined by criteria. The count updates live as you build it, and anyone who starts meeting the rules gets in automatically. See Segments.
Send
Each contact a campaign reaches, by email, WhatsApp or webhook. It's what BIP Lite charges for, with 1,000 free sends per month. Importing, storing and segmenting contacts, calling the API to create contacts or events and testing campaigns don't count. See Plans and limits.
Sending domain
Your own domain as the sender address for your emails, set up in Settings → Email Domains. Without it, emails go out from BIP's default address. Available on paid plans. See Your own sending domain.
Source (first/last)
How the contact got to BIP: First Source keeps the first time and Last Source, the most recent one. Types include API (like Easy Auth visitors), Internal (import and manual entry), Page (forms) and WhatsApp. It becomes a segment criterion (First / Last Source). See Segments.
Tag
A text label on the contact, like customer or trade-show-april-2026. It arrives by import, through the API or by editing the contact, and becomes a segment criterion (Tags → Includes any). The list is in Settings → Tags → Lead Tags. See Import contacts.
Topic
The subject of your messages, defined in Settings → Topics. Every account starts with 5: Newsletter, Promotional, Product Updates, Customer Feedback and Event. In the preferences portal, the person chooses which topics they want to receive. See Compliance.
Webhook
An automatic call from BIP to another system (CRM, ERP or your own API), created in the Webhooks menu with method, URL, headers and a body with contact data. It fires along with email campaigns (up to 3 per campaign) and, on BIP Full, in flows; if the call fails, BIP tries again. See Webhooks.
WhatsApp template
A message template approved by Meta, required for WhatsApp campaigns. You create it in the WhatsApp menu or sync it from WhatsApp Manager, with variables like {{1}} linked to contact data. Available on paid plans. See WhatsApp templates.
Frequently asked questions
Are contacts and leads the same thing?
Yes. The dashboard (Leads, Import Leads, Lead Re-entry Window) and the API say "lead", and this wiki often says "contact". It's always the same person in your base.
What's the difference between a tag, an interest tag and a topic?
A tag marks the contact and is used to segment (Tags → Includes any). An interest tag goes on a separate list for recording preferences. A topic is the subject of your messages: in the preferences portal, the person chooses which topics they want to receive.
Is the BIP webhook the same as the Easy Auth one?
No. The BIP webhook goes from BIP to another system, along with a campaign or a flow. The Easy Auth webhook goes the other way: it leaves Easy Auth with each Wi-Fi connection and brings the visitor into BIP (/api/leads) or triggers a campaign (/api/campaigns/trigger). See Connect Easy Auth to BIP.