Welcome to the ADvance Glossary of Terms. Here you will find a list of terms used within ADvance and a brief description of their purpose and how they relate to the wider system. This will give you a brief overview of the capabilities in ADvance and which aspects of the system relate to what you are trying to achieve. Included are links to Help Centre documentation so that you can learn about these tools in more detail and unlock the power of ADvance.


    In ADvance, brand refers to the subscription title or magazine name. Within ADvance, certain settings are handled at a brand level and are therefore only applied to that specific brand, as opposed to the whole database.

    Everything, from text assets to product offers and capture forms, can be created at a brand level. The brand houses the products relevant to that subscription and normally contains a print, digital and online product, but can also house products created especially for promotional items or subscription add-ons (i.e. a yearly archive).

    Learn more at the Help Centre:

    Business Intelligence (BI)

    Business Intelligence (BI) is a powerful data-filtering tool that can be used for audience selection and data analysis. It allows you to extract very specific sets of data by using a wide-ranging set of criteria. Specific Data Protection Authorisation related criteria can help you ensure that extracted data is GDPR-compliant.

    Uses of BI range from obtaining quick subscriber or order counts, to creating splits within Issue Fulfilment Runs for inserts or targeted advertising. It can be used in conjunction with other ADvance tools and even certain third-party software, such as Campaign Monitor, to automate communications and gate content.

    Learn more at the Help Centre:

    Campaign Code

    Campaign codes are a type of source code that can be used in URLs to track user journeys from specific links to completed actions. Campaign source codes can be added to a URL link from your website or an email campaign.

    e.g.  <URL for the page on your website>?sourcecode=<source code>&campaigncode=<campaign code>

    Capture Form

    Capture forms are online questionnaires that can be used to obtain and store subscriber information against the subscriber’s party record within the database. They can be created and configured within ADvance and displayed on the website, or accessed via a URL in an email campaign or advert. The configuration options allow you to present questions and allow the answers (data) to be submitted in a variety of different ways, e.g. tick box selection, drop-down menus, free text-input etc.

    Learn more at the Help Centre:

    Custom Attributes

    Custom attributes are details you can collect from a party. These are often referred to as demographics and can be added to a capture form to capture subscriber information. Once obtained, this information can be filtered using BI to generate recipient lists and data sets from specific criteria.

    e.g. Job Title, Industry, Size of Company etc.

    Learn more at the Help Centre:

    Controlled Circulation (CC)

    Controlled circulation usually refers to magazine recipients who are entitled to receive free copies of a publication by virtue of meeting the terms of control as set by the publisher and as audited by an accredited auditing body e.g. ABC/BPA.

    The circulation of the publication is defined by the publisher, usually prioritising personal requests, by date and demographic response, to meet preferred a circulation profile. The qualification, or otherwise, of a recipient will be decided by the auditing body during regular audits.

    DPA Preferences

    DPA refers to the Data Protection Act. A subscriber’s DPA preferences dictate how they may be contacted and by whom. Usually the questions are asked via a capture form. These preferences are then stored on the subscriber’s party record within the DPA preferences tab as either ‘OK TO USE’ or ‘DO NOT USE’; it also states whether the question is ‘ASKED’ or not. This is important given that certain communication methods can only be used if a customer has specifically opted in. DPA questions can be set up either at a publisher or brand level and a default option can be given. If the question is not ‘ASKED’ within a form, the default option will set but as ‘UNASKED’.

    Learn more at the Help Centre:


    Entitlements refer to either physical or digital issues of the magazine the subscriber is due within their subscription period, or other elements included in their subscription such as online access. The entitlement length is defined in the product variant settings and can be set as either a period of time or a number of issues. The entitlements a subscriber is due are listed within the entitlements tab of their order, which is housed within their party record.

    ETL (Extract, Transform, Load)

    ETL is the process of importing data into ADvance. Its uses include adding orders into the database, or tagging existing party records or orders with source codes for tracking purposes.

    Extract is the process of obtaining data from an external source.

    Transform is the process of converting the extracted data into a format that is accepted by ADvance.

    Load is the process of writing the data into the ADvance database.

    Learn more at the Help Centre:

    Fulfilment Management

    Fulfilment management is the final stage of day-end customer service process used for selecting recipients/orders for a product (back issue, single copy sale, claim, missing issue, gift, incentive). The resulting data is output as a CSV file, ready to be merged into a document, label or email.

    Learn more at the Help Centre:


    Grace refers to the free period after a subscription has ended which allows the subscriber a window of opportunity to renew late without missing an issue. If a subscriber renews within this time the grace issues are overwritten with ‘paid’ issues. The length of the grace period can be set within the product variant. It is normally used for product variants that allow continuous payment methods, like Direct Debit or Continuous Credit Card, as it ensures the subscription is not halted by a temporary payment issue or the payment date being out-of-sync with the subscription’s end date.

    IFR (Issue Fulfilment Run)

    An IFR, or Issue Fulfilment Run, is a process that is carried out for each issue and serves two purposes. Firstly, it groups all of the recipients into a mailing file which can be used to generate postal labels. Secondly, it changes the status of the issue in ADvance from ‘pending’ to ‘fulfilled’. If the product containing the entitlement has monetary value attributed to it, then fulfilling will also release the liability associated to that portion of the entitlement and would be reflected immediately in the system-generated Financial Reports.

    Learn more at the Help Centre:


    An issue is the part of an entitlement which relates to a physical or digital edition of a magazine.


    When a customer purchases a subscription, the amount paid is recognised by ADvance as liability (or deferred income). The liability then gets ‘released’ and becomes ‘fulfilled liability’ as entitlements are fulfilled. Until this point the money technically still belongs to the subscriber.

    Liability is fulfilled in different ways depending on the product type. For print, the value attributed to the product is divided between the number of issues and is fulfilled bit by bit each time the IFR process is completed for each issue. For online, the value is divided by the number of days for which the subscription period lasts, and that amount becomes fulfilled each day during the subscription.

    Learn more at the Help Centre:


    Every company and person that exists within the data has their own unique party record. The party record stores a subscriber or company’s order history, current order information, credentials, contact information, DPA preferences and web activity. Every time a new person registers, a party record is automatically added to the database. Source codes can be attached to party records so that they can be tracked and extracted based on specific criteria, and the information stored on a party record can be extracted using BI.

    Learn more at the Help Centre:


    A product is what the subscriber either physically receives, or gains access to, by purchasing a subscription. The date range in which a product is live, i.e. the subscription period, dictates exactly which issues a subscriber is due, or the timeframe in which a subscriber can access online content. ADvance allows you to create different ‘types’ of products including online, print, digital and app. Products can be bundled together within a product variant and sold as one package. For example, a Print & Digital offer may contain both the print and digital products.

    Product Offer

    A product offer is a selection of prices that is presented to the customer and must contain at least one product variant. A product offer can be displayed on the website and be directed to in multiple ways including via capture forms or renewal campaigns. One offer can be set as the default and therefore will be the main set of pricing options a customer sees when navigating to the subs pages via the website. However, as many product offers as required can be set up and made accessible to the customer via a URL or promo code. For example, you might have an ‘early bird’ renewal offer which offers discounted prices.

    Learn more at the Help Centre:

    Product Variant

    A product variant is a variation of the offer but with specifics set such as currency, payment method and region. For example, you might have an offer that includes a variant for credit card payments but separate variants for different lengths of Direct Debit subscriptions (i.e. monthly or annual). You would also normally have different variants for different world regions.

    Learn more at the Help Centre:


    A renewal is a subscription that has followed on from an existing subscription so, from the publisher’s point of view, is retained business. If an order is renewed then it is flagged as a renewal. This data can be extracted either in BI or via various logistical reports to see, for example, how many orders are brand new as opposed to retained business. 

    Renewal Effort

    Renewal efforts are used to create either timed automated messages that are sent to subscribers at certain points during their subscription period or notification records that can be extracted and merged with physical letters to be posted to clients. They can be set up to offer specific pricing at a certain time. For example, you might target one year subscribers with a -200 days email that contains a URL for an early bird product offer.

    Source Codes

    A source code is essentially a tag that can be attached to a product offer, product variant or renewal effort that will tag an order and help you keep track of its source and therefore what led to it being created.

    There are different kinds of source codes used for tagging different elements or stages of the order flow. For example, a renewal effort might have its own unique source code and so could a product variant. Using BI you can deduce exactly which renewal effort was successful in leading to a renewal order being placed and also which product variant was selected. The latter might help you spot trends such as subscribers moving from a print package to an online-only package. Parties can also be manually tagged with a source code or tagged via ETL.

    Aside from tracking the source of an order, another use is to tag orders with a descriptive code (which becomes an order classification code) and can be unique to a price point or product package. This can help you extract related data easily by using BI to look for the source code.

    Learn more at the Help Centre:


    A subscriber is a person in your database who is not only registered but has a live order and therefore is currently receiving a product for the duration of the subscription period.

    Subscriber Campaigns

    renewal campaign is a series of messages, deliverable via email, letter and web pop-up amongst other communication types, that encourage the subscriber to renew their subscription. Renewal campaigns can be set up to target specific audiences from within a subscriber database and can be monitored via certain logistical reports.

    Learn more at the Help Centre:


    A subscription is a package containing a product, or combination of products, that a customer has agreed to receive for a set amount of time, either by purchasing an order or opting into a controlled circulation list.


    The act of applying DPA flags to filter out or ‘suppress’ parties from correspondence that they would otherwise meet the criteria used to identify the audience.

    Text Assets

    Text assets are the configurable chunks of text and images used in your ADvance web pages and emails. The customer account and subscription pages, and also emails such as order confirmations, all contain pre-set text. This is configurable within ADvance and can be set up at a brand level.

    Learn more at the Help Centre:

    File Assets

    File assets are files that can be used in multiple places and include images such as branded page banners. Icons and buttons can also be uploaded as file assets so that they can be inserted easily into pages as required.

    Learn more at the Help Centre:

    Vertical group

    A vertical group is a group of brands within the same market, e.g. ‘Financial’ or ‘Legal’.