Glossary
Terms you will run into in Máximo and in this documentation. Where a term has a page of its own, the definition links to it.
AI Discovery
Section titled “AI Discovery”Making your catalog readable to AI assistants and answer engines, so your products can be surfaced when a shopper asks an assistant for a recommendation rather than typing into a search box. See AI Discovery.
Attribution model
Section titled “Attribution model”The rule Máximo uses to decide which touchpoint gets credit for a sale when a shopper interacted with more than one. Options include giving all credit to the last or first touch, splitting it evenly, or weighting the first and last touch more heavily. See Shop attribution.
Brand context
Section titled “Brand context”The description of your brand, voice, and vocabulary that Máximo collects during onboarding and keeps in settings. It shapes the product copy Máximo suggests. See Brand context.
Catalog Intelligence
Section titled “Catalog Intelligence”The part of Máximo that reads your catalog and works out which products belong in which feeds and how they should be described. It proposes changes for your approval rather than silently rewriting your listings. See Catalog Intelligence.
Catalog sync
Section titled “Catalog sync”Sending your product data to a destination so it can be used for shopping ads, recommendations, or email. Distinct from event delivery, which sends shopper behavior rather than products. See Destinations.
Clarification
Section titled “Clarification”A question Máximo asks when it is not confident about how to treat a product or a group of products. Your answer becomes a durable rule that applies to similar products in future. See Clarifications and rules.
Consent
Section titled “Consent”The shopper’s tracking choice from Shopify’s Customer Privacy API. Máximo reads it automatically and gates each destination on the matching signal — marketing for Meta, TikTok, and Pinterest, analytics for Google Ads and GA4. See Consent.
Conversions API
Section titled “Conversions API”A platform’s server-to-server endpoint for receiving conversion events, as opposed to a browser pixel. Meta and Pinterest call it the Conversions API, TikTok calls it the Events API, and Google uses conversion uploads and the Measurement Protocol. Server-side delivery survives ad blockers and browser tracking restrictions that stop browser pixels.
Custom event
Section titled “Custom event”A storefront event you define yourself, beyond the standard events Máximo
already tracks, published with Shopify.analytics.publish or the Máximo SDK
on Hydrogen. Delivered only to your connected data warehouse, never to an ad
platform. See Custom events.
Custom trait
Section titled “Custom trait”An attribute you define yourself that describes a shopper or a single event, such as a loyalty tier or a quiz answer. Its value can be text, a number, true or false, a list, or an object. Traits on an identify call update the shopper’s profile; traits on a track call stay with that event. Delivered to your connected data warehouse, and identify traits also to the customer profiles Máximo syncs to Klaviyo and Amplitude. See Custom traits.
Delivery monitor
Section titled “Delivery monitor”The page that shows whether the events Máximo sends are actually being accepted by each destination, with failures grouped by reason. See Delivery monitor.
Destination
Section titled “Destination”Somewhere Máximo sends your data: Google, Meta, TikTok, Pinterest, Klaviyo, or AI Discovery. A destination can receive your catalog, your conversion events, or both. See Destinations.
Enhanced match
Section titled “Enhanced match”Sending additional hashed customer details alongside a conversion so the platform can match it to the right person more often. Also called advanced matching. See Enhanced match.
Event delivery
Section titled “Event delivery”Sending shopper actions (product views, add to cart, purchases) to a destination so it can optimize and report on your campaigns. See Storefront events.
Event quality score
Section titled “Event quality score”Pinterest’s own assessment of how well it can match the events you send to real people and catalog items, reported as Good, Fair, or Needs improvement per source. Meta’s equivalent is Event Match Quality, scored 0 to 10; the two are not comparable numbers. See Pinterest event quality.
Exclusion
Section titled “Exclusion”A deliberate decision to keep a product out of a feed. Different from a product being ineligible because it is a draft, unpublished, or hidden; an exclusion survives those changes. See Exclude and include.
seo.hidden
Section titled “seo.hidden”Shopify’s product metafield (seo.hidden = 1) that hides a product from
search engines and sitemaps. Máximo treats it as an eligibility signal and
keeps those products out of destination feeds. See
Exclude and include.
First-party tracking domain
Section titled “First-party tracking domain”A subdomain of your own store domain used to collect analytics, instead of a third-party domain. Browsers treat first-party requests more permissively, so measurement holds up better. See First-party domain.
Identity stitching
Section titled “Identity stitching”Recognizing that several visits, devices, and sessions belong to the same shopper, so attribution and match quality improve. See Identity stitching.
Market
Section titled “Market”A Shopify Market: a region you sell into, with its own currency, pricing, and availability. Máximo can send a separate correctly-priced version of your catalog per market. See Markets.
Model Context Protocol, an open standard that lets an outside AI tool such as Claude, ChatGPT, or Cursor connect to Máximo and work with your catalog. See MCP.
Merchant Center
Section titled “Merchant Center”Google’s product hub. Your catalog has to be in Merchant Center before it can appear in Shopping ads, free listings, or Performance Max. See Merchant Center.
Offer ID
Section titled “Offer ID”The identifier that ties a product in your feed to the same product in a conversion event. If the two disagree, a platform cannot connect a sale back to the item that was advertised, so Máximo uses one consistent format everywhere.
Offline event
Section titled “Offline event”A sale that happens outside a tracked storefront session, point of sale, phone orders, subscription renewals, or another sales channel. Sending these back to ad platforms gives them a fuller picture of what your campaigns produced. See Offline events.
Override
Section titled “Override”A value you set in Máximo (a title, description, image, or category) that replaces what Shopify would otherwise send to a destination. Overrides change your feeds, not your storefront. See Overrides.
A small piece of tracking code that runs on your storefront and reports shopper activity to an ad platform. Máximo manages these through Shopify’s Web Pixel and theme app embeds. See Enable tracking.
Pixel presence
Section titled “Pixel presence”A check on whether your tracking actually loaded for real shoppers, per destination, rather than whether it is merely configured. See Pixel presence.
Pinterest Tag
Section titled “Pinterest Tag”Pinterest’s browser pixel. Máximo manages it alongside Pinterest’s Conversions API, since the two share one Conversion Tag ID and deduplicate against each other. See Pinterest event delivery.
Product family
Section titled “Product family”A group of products or variants that belong together, the same item in several colours or sizes. Grouping them keeps feeds tidy and makes reporting readable. See Product families.
Review queue
Section titled “Review queue”Where Máximo’s proposed catalog changes wait for your approval, batched so you can accept or reject a whole set at once. See Review queue.
Segment policy
Section titled “Segment policy”A rule that applies to a whole class of products rather than one at a time, for example, keeping gift cards out of every ad platform feed. See Segment policies.
Storefront event
Section titled “Storefront event”A shopper action on your storefront or in checkout that Máximo captures and can forward to your destinations. See Storefront events.
Subscriptions
Section titled “Subscriptions”Recurring plans treated as first-class catalog and conversion data: selling-plan pricing and variants sync to destinations, and renewals are tracked separately from the initial signup. Supported apps are Recharge, Skio, OrderGroove, and native Shopify Subscriptions. See Subscriptions.
A run that pushes your catalog to a destination. Most runs are incremental and send only what changed; a periodic full run reconciles everything, including removals. See Your first sync.
Theme app embed
Section titled “Theme app embed”A block you switch on in Shopify’s theme customizer that lets an app add code to your storefront. Several of Máximo’s tracking features need one. See Enable tracking.
Visitor ID
Section titled “Visitor ID”An identifier Máximo assigns to a browser so activity from the same shopper can be connected across visits. It is the starting point for identity stitching. See How it works.