Ambassador 3 Glossary

Advocate (previously known as an "Ambassador") An Advocate is someone enrolled in your referral, loyalty, or rewards program. They could be a customer, affiliate, influencer, employee, or partner — anyone who engages with your brand by sharing referrals, completing activities, or earning rewards.

Customer A Customer is someone who makes a purchase or engages with your products or services. Customers can be invited to join your program, and once enrolled, they can become Advocates themselves — sharing referrals and earning rewards for their activity.

Program Think of a Program as the container that holds everything together. It's the top-level group that organizes your campaigns under a shared audience or initiative — like a referral, loyalty, or rewards program. When you create a Program, you'll start by choosing an audience type: Affiliate, Influencer, Customer, Employee, or Custom.

Campaign Campaigns live inside Programs and are where your referral, loyalty, or reward strategy actually comes to life. You'll define your audience segment, rewards and rules, advocate experiences, and the automations that power it all. You can run an evergreen campaign for ongoing participation or set up a targeted campaign for limited-time offers, A/B testing, or special audiences.

Rewards (previously known as "Commissions") Rewards are the incentives you give to advocates — created with a cash or points value. You can create them automatically through Automations or manually from the Rewards Transactions table. From there, you can approve, deny, update, and fulfill them however works best for your program.

Fulfillment (previously known as "Payouts") Once a reward is approved, it's time to deliver it! 🎉 Fulfillment is how you get that reward to your advocate — through Automations or manually from the Rewards Transactions table. Your options include Direct Payment, Storefront, Portal Rewards, Tango Choice Product, or External Fulfillment.

Coupon Codes Coupon Codes are your one-time use codes — whether you're rewarding advocates or displaying an offer in a customer widget. In Ambassador 3, everything is simply called a "Coupon Code," replacing the previous distinction between "Voucher Codes" and "Coupon Codes."

Visitors The Visitors table gives you a view into every time a referral link or QR code gets clicked. It's your window into real engagement — helping you understand traffic quality and how your advocates' sharing is actually performing.

Referral Attribution Referral Attribution is what connects a referred customer to the advocate who brought them in. It's typically created automatically the first time a referred contact takes a tracked action — like submitting a lead form, creating an account, or making a purchase. Note for existing Ambassador customers: Referral Attribution records replace the need for $0 commission events.

Orders Orders let you record purchases, closed/won deals, and other conversion events — with or without referral attribution. This gives you clearer visibility into the buyer journey and lifetime value per customer, and they're what trigger your reward automations. 📦

Journeys Journeys are your way of mapping out the lifecycle stages a contact moves through in your program. You define the stages, and Ambassador handles the movement — using automations to trigger actions as contacts progress. Use Journeys for your referral pipeline, advocate engagement, or loyalty lifecycle.

Automations Automations are the engine behind your program. 🔧 Build flexible workflows using triggers, conditions, and outcomes to handle rewards, communications, journey updates, and more — automatically. Start with a template or build your own from scratch.

Pages & Widgets Widgets are the advocate and customer-facing experiences you embed on your website or host on Ambassador-managed landing pages. Start with a template, customize it in the advanced Editor, and go live with minimal IT effort — whether that's on your own pages or Ambassador-hosted ones.

Reward Rules Reward Rules help you set earning limits for advocates in a campaign. If you're using Portal Rewards or Storefront, you can also add expiration dates so unused cash or points return to your budget. Every campaign needs its own Reward Rule — think of it as the guardrails for your program. 🛡️

Reward Catalog & Payment Vaults The Reward Catalog is where you configure your preferred reward methods — like Tango, PayPal, Shopify Gift Cards, or custom items. Payment Vaults then let you control which rewards are available for specific campaigns and manage your budget across them.

Reward Transactions & Ledger This replaces the old Commission and Payout tables. You'll find a full view of every reward transaction — from creation all the way to redemption — plus a complete ledger of every admin, system, and user action along the way. It's your source of truth for everything rewards-related.

Communication Channels Your centralized home for email and SMS templates. Build once, reuse across campaigns, and pair with Automations to send the right message at exactly the right moment.

Dashboards & Reporting The Performance Center brings all your metrics together in one place — Audience Activity, Emails, Rewards, Loyalty, Journeys, and more. Clear charts and tables give you the visibility you need to understand what's working and where to improve. 

Products The Products section lets you manage your product catalog — add, update, and organize products, filter by SKU or name, and put them to work in Automations.