A content item that is shown to users for whom no variant is applicable, because none of the variants' conditions match. Baselines define the overall site structure and store the content that appears when no special conditions apply.

A content item that replaces a baseline if one of a set of conditions applies.

A condition defines whether a variant is shown to a user instead of the baseline. Conditions are based on either user segments or test cases.

A group of users that Native Personalization treats similarly when selecting variants, based on the users' preferences, traits, or past behavior (for example, an age range, a gender, shopping frequency, or a known common interest). In the context of variants, a user is always a website visitor.

During a test, you evaluate the relative merit of two or more test cases in order to improve a site. Native Personalization assigns some or all users to test cases and presents them with the associated variants. One test case serves as the test control.

You can associate variants of multiple baselines with a test case, which governs the experience of users assigned to it.

Users in the test control group see the website as though the test were not active.

A property that must not change between a baseline and its variants. Typically a property that defines the overall structure of a collection of content items (for example, a children property) or that associates content items with external entities (for example, a product code).