Glossary

Definitions of terms used throughout the 10x documentation.

Core concepts

handle — A unique username that identifies a creator on the platform. Handles form the subdomain in public URLs: https://{handle}.{PUBLIC_DOMAIN}/{slug}. Each handle has one owner and up to 100 collaborators.

slug — The short, memorable path segment of a redirect link. In https://acme.10x.in/spring-sale, the slug is spring-sale.

link — A managed short redirect from https://{handle}.{PUBLIC_DOMAIN}/{slug} to a destination URL. Links can have metadata, scheduling windows, expiration dates, and personalization rules.

page — A published content page hosted under a handle. Pages can be public, login-gated, or paid. Separate from link redirects.

pageSlug — The URL path segment identifying a specific page, similar to a link slug but for pages.

campaign — A grouping of links, personalization rules, and analytics for a marketing initiative. Campaigns have health status and support test conversions.

Authentication

JWT — JSON Web Token. A signed session token issued after login via Cognito. Used for authenticated control-plane actions (/v2/handles/*, /v2/account/*, /v2/billing/*).

PAT — Personal Access Token. A long-lived token (format: patv1_<tokenId>.<secret>) for API automation without interactive login. Scoped to specific permissions (e.g., links.read, files.write, analytics.*). Requires PRO plan.

visitor cookie — A signed session cookie (_10x_visitor) set after a visitor verifies a magic link. Valid for 30 days. Used for purchase flows and page access checks.

magic link — A passwordless authentication method. A time-limited link (valid 15 minutes) is sent to the user's email. Clicking it sets a session cookie without requiring a password.

Roles

CREATOR — The base role for handle access. Can manage links, campaigns, analytics, and pages. Cannot manage webhooks, PAT tokens, or collaborators.

OPERATOR — Mid-level role. Has all CREATOR permissions plus the ability to manage webhooks, notifications, PAT tokens, and audit events.

OWNER — Highest handle-level role. Has all OPERATOR permissions plus the ability to manage collaborators, transfer ownership, configure billing, and connect Stripe.

Personalization and targeting

personalization rule — A conditional routing rule that sends visitors to different destination URLs based on context (country, device, referrer source, campaign, or segment).

segment — A behavioral classification of visitors derived from click and interaction history (e.g., high_purchase_intent, comparison_shopper, engaged_prospect). Used to target routing decisions and filter analytics (?groupBy=segment).

ctx (context token) — A signed, time-limited token minted at redirect time. Carries attribution context (handle, slug, campaign, session) for conversion tracking. Expires after 15 minutes by default (max 1 hour).

route chain — A sequence of routing decisions and signals that accumulate visitor behavior across multiple interactions. Used for multi-step workflows like abandoned cart recovery and lifecycle messaging.

chain signal — A discrete behavioral observation (key-value pair with optional confidence score) stored in the Signal Ledger. Signals accumulate within a session and feed into chain rule evaluation for cross-event personalization.

chain rule — A conditional rule evaluated against accumulated chain signals. Rules are evaluated by priority, with the first match winning. Each rule can require, exclude, and scope signals by time window or confidence.

prefetch — A single API call that pre-computes chain rule decisions for multiple trigger events simultaneously. Returns cached decisions valid for 60 seconds, reducing round-trips for client-side personalization.

link embedding — A 32-dimensional vector computed from a link's metadata (title, tags, categories, OG description) using TF-IDF and random projection. Used for content-aware link ordering and similarity-based personalization.

Commerce

access mode — The permission model for accessing a resource. For pages: PUBLIC (anyone), FREE_WITH_LOGIN (authenticated visitor), PAID (purchased). For files: PUBLIC (anyone), EMAIL_ALLOWLIST (restricted email list).

entitlement — A visitor's right to access paid content. Active when a purchase record exists, the grant type is not REFUNDED, and access has not been revoked.

group buy — A collective purchasing mechanism where visitors express interest in a product. When the target quantity is reached, the creator can activate the offer at a group discount.

presigned URL — A time-limited URL (valid 15 minutes) that grants temporary upload or download access to a file in cloud storage without requiring credentials.

Analytics

conversion — Any tracked post-click event submitted via the conversion API. Not limited to purchases — can represent signups, form completions, or custom events. Attributed to a link via the ctx token.

rollup — Aggregated analytics data grouped by dimension (country, device, referrer, segment) and time period (day). Updated from CloudFront real-time logs with a target latency under 60 minutes.

idempotency key — A unique identifier submitted with a conversion to prevent double-counting. Duplicate submissions with the same key are safely ignored.

freshness — An indicator of how recently analytics data was updated. FRESH means within the last 60 minutes; STALE means older.

Domain and infrastructure

reconcile — The async process of verifying DNS records and provisioning a custom domain for use with the platform. Run after adding DNS records; may take multiple attempts until the domain is ready.

audit event — A timestamped log entry recording a change to handle configuration (collaborator updates, ownership transfers, link imports, billing changes). Viewable by OPERATOR role or above via GET /v2/handles/{handle}/audit-events. Retained for 90 days.

webhook — An HTTP POST request sent to an external endpoint when an event occurs (link clicked, campaign changed, moderation alert). Signed with HMAC-SHA256 for verification. Retries up to 5 times with exponential backoff.

Apps and integrations

MCP (Model Context Protocol) — A protocol that allows AI assistants and LLMs to call structured functions on a handle. The platform exposes an MCP server with tools for link management, analytics, agent workflows, and more.

function binding — A custom tool definition registered against a handle, exposed through the MCP server and public API. Requires PRO plan. Enables integrators to extend the platform with custom functionality.

Creator Suite — An app providing agent-assisted operational dashboards for creators. Includes modules for campaign control, traffic conflict resolution, QA automation, revenue ops, and planning.

Product Suite — An app providing experimentation and targeting tools. Includes modules for personalization, targeting lab, attribution, and commerce configuration.