Glossary

Technographics and martech terms used across this site.

API integration

A connection between two systems that exchanges data automatically. Detected indirectly, through the widget or script the integration loads on a page, not through the API call itself.

CDN

Content delivery network. A set of servers that cache and serve a site's static files from locations near the visitor. Detected from response headers or the hostname a resource loads from.

CMS

Content management system. Software that stores and publishes a site's pages. Detected from generator meta tags, asset paths or admin routes left in the page source.

CRM

Customer relationship management software. Detected on a public site only when it exposes a form endpoint, chat widget or tracking script tied to a specific CRM vendor.

Detection confidence

How certain a fingerprint match is. A unique script path is high confidence; a generic header shared by many tools is lower and is weighted accordingly.

Fingerprint

A pattern in a site's HTML, headers or network requests that is specific enough to one piece of software to identify it: a script filename, a cookie name, a meta tag value.

Firmographic data

Facts about a company rather than its website: industry, employee count, country. Joined to a crawled domain from a separate company record, not read off the page.

Homepage crawl

Fetching and parsing a company's homepage over HTTP, the way a browser would, then scanning the response for fingerprints.

Install

One detected instance of one tool on one domain: the base unit this site counts and reports as a share of the crawled sample.

Market share (technographic)

The share of crawled domains on which a tool was detected, not a share of revenue or of paying customers.

Migration

A site replacing one tool with another. Visible in this kind of data only across two crawls of the same domain, as a technology present in one and absent in the next.

Sample

The set of domains a crawl attempts to reach, before any attrition from failed fetches or missing firmographic data.

Segment

A cut of the crawled domains by one attribute: industry, employee size band or country. A count published for a segment always divides by that segment's own base, not the whole sample.

Sitewide script

A script loaded on every page of a site rather than one section, typically analytics, tag management or chat.

Size band

A bucket of employee counts a company falls into, used to compare tool adoption across company sizes without treating an exact headcount as meaningful on its own.

Stack

The set of tools detected on one domain, across every category tracked, at the time of the crawl.

Tag manager

Software that lets a site add or change tracking scripts without editing the page's code directly. Detected from its own loader script, which can then load other tools invisibly to a crawler.

Technographics

Data about which software and services a company's website runs, gathered by observing the site rather than by asking the company.

Vendor fingerprint database

The reference list of known patterns a crawler checks a page against. Coverage is limited to the vendors in that list; anything else is not detected.

Widget

A piece of interface embedded on a page by a third-party script, such as a chat bubble or a payment button. Widgets are usually the most reliable fingerprint because their markup is distinctive.