Glossary

Term	Meaning
Account	Your paying customer account in NMC, holding your plan, balance, payment card, and businesses. Every account belongs to either a business owner or an agency.
Business	A single company tracked in NMC, with its own tracking numbers, leads, settings, and integrations. Business owners have one business; agencies create one per client.
Contact	The person behind one or more leads, matched by phone number or email address. One contact can have multiple leads over time (such as a second job months later).
Activity	A single customer interaction recorded on a lead: a call, incoming text, form submission, or forwarded email.
Lead	One person’s request for work, grouping their initial call, text, form, or email together with follow-up activities on the same request.
Journey	The chronological history on a lead page, from the visitor’s earliest tracked website visit through the latest activity or stage update.
Stage	Where an open lead stands: New, Qualified, or Converted.
Closed	A lead you finished working with Archive (a real request that has ended) or Not a lead (spam, wrong number, job seeker, existing customer, etc.), along with a close reason.
AI review	NMC’s AI reading a lead’s activities to suggest updates (such as closing spam). Needs review flags leads that have a suggestion waiting for you to accept or change.
Problem	Something broken or needing attention that you or NMC must fix (such as a disconnected Google account). Each problem links to the page where you fix it and clears automatically once resolved.
Tracking source	A single place or campaign you track (such as your website, Google Ads, a Google Business Profile, Local Services Ads, or a print flyer) together with its tracking numbers.
Channel	The broad group showing where a lead came from: Website, Google Ads, Google Business Profile, Local Services Ads, or Other. Set once at lead creation.
Tracking number	A phone number NMC rents monthly for your business that forwards incoming calls to your forwarding number.
Forwarding number	Your existing business phone number that rings when someone calls one of your tracking numbers.
Text alerts	Notification texts NMC sends from its alerts number to your forwarding number whenever someone texts a tracking number. Reply STOP to stop them.
Verified by text	A forwarding number verified with a text code, confirming it can receive texts. Required before turning on text alerts.
Stopped	Shown when NMC stops sending text alerts to a forwarding number because that phone replied STOP (until it texts START) or can’t receive texts. A status line underneath explains why.
Attribution	Details about how a lead found you, such as the Google Ads click, referring site, or website visit.
Conversion	An event NMC uploads to Google Ads when a lead reaches a stage. Google Ads lets NMC update or retract standard website click conversions, whereas calls from ads and iPhone gbraid/wbraid website clicks can’t be retracted once uploaded, and their Qualified and Converted conversions wait 24 hours first.
Scheduled	A conversion queued to upload at the time shown. Until then, you can still update the lead’s value or stage before anything is sent to Google Ads.
Waiting for your review	A Qualified or Converted conversion Google Ads can’t retract once uploaded, held back because AI review suggests closing the lead as Not a lead. NMC uploads it if you keep the lead, or drops it if you close as Not a lead.
Google didn’t accept	Google Ads received the conversion upload but couldn’t match or apply it (for example, when the ad click belonged to a different Google Ads account).
Call asset	The phone extension NMC attaches to your Google Ads campaigns with a tracking number. Not live means Google isn’t serving it on your ads or NMC couldn’t attach it.
Conversion action	One of the six conversion actions NMC creates in Google Ads: one per stage (New, Qualified, Converted) across website clicks and calls from ads.
Conversion setup	Everything NMC configures in your Google Ads account so uploads work: its six conversion actions, nmc_ click parameters, auto-tagging, and Call Reporting.
Keep my current bidding	The default Google Ads bidding choice. NMC uploads conversions as Secondary actions and leaves your existing campaign goals and bidding untouched.
Bid on a stage	Lets Google Ads bid toward one stage across your account, such as Bid on Qualified leads. NMC shows a preview of changes and applies them only after you choose Apply.
Restore	A button that puts back NMC settings someone changed inside Google Ads or Google Analytics, such as Restore bidding on Qualified leads, Restore conversion setup, or Restore call asset.
Google Ads click	Campaign, ad group, keyword, and device details captured when a visitor clicks your Google ad, shown on the activity and lead pages.
Plan	Your monthly NMC plan: Standard for business owners or Agency for agencies.
Standard	The monthly plan for business owners tracking their own company.
Agency	The monthly plan for agencies managing multiple client businesses and inviting clients.
Trial	Free 14-day start on a new plan, available once per account (not offered alongside a free beta, or if your card or forwarding number was already used on another account).
Beta	Free months granted to an invited business owner before Standard billing starts. Choosing Continue with Standard keeps tracking running seamlessly when the beta ends.
Balance	Your total spendable USD balance (Included credit plus Added funds), used for tracking numbers and usage deductions. Can go below $0.
Included credit	Monthly usage credit included with your plan each billing cycle. NMC spends Included credit first, and unused credit doesn’t roll over.
Added funds	Money added by card. Added funds never expire, and go negative if completed usage exceeds your remaining balance.
Negative balance	A balance below $0. Tracking pauses once your balance reaches $0 or below and resumes when adding funds or your next renewal’s Included credit brings it back above $0.
On hold	An account paused by NMC (for example, after a payment dispute) until you contact support. Screens show “Your account is on hold. Contact support.”
Plan isn’t running	Shown when your plan has ended, remained unpaid past its grace period, or had its trial stopped early. Only Billing and Usage stay accessible until you start the plan again.
Auto-reload	Automatic balance funding: whenever your balance dips below your chosen trigger amount, NMC charges your card for the reload amount you set.
API key	A secret token that authenticates your server against one business’s customer API.
Webhook	An HTTPS event notification NMC sends to your server’s webhook endpoint URL whenever a subscribed business record changes.

You don’t need API keys or webhooks to use NMC in the dashboard.