Glossary

Fieldbook pages stay precise for whoever executes the fix, which means some technical vocabulary repeats page after page. This glossary defines those terms in plain language so you can read a Problem or Skill page without stopping to look each one up.

Product data and catalog

PDP (product detail page): the page a shopper lands on for one product, such as /products/blue-jacket.

Feed: the file your store sends to a channel (Google Shopping, a marketplace, an ad platform) listing your products, prices, and availability. If your website shows one price and the feed shows another, shoppers and channels are seeing different things.

GTIN, MPN, SKU: three different ID numbers for the same product. GTIN is the barcode-style number retailers share (like a UPC). MPN is the manufacturer's part number. SKU is your own internal code. Channels use these to confirm two listings are the same product.

Structured data / schema markup / JSON-LD: information on your product page that shoppers never see, written so search engines and AI tools can read the price, availability, and details automatically. Think of it as a label written for machines, sitting next to the label written for people.

Canonical URL: the one web address a search engine should treat as the "official" version of a page, for cases where the same product could technically be reached at more than one URL.

Robots rules / indexability: the settings that tell search engines whether they're even allowed to read and list a page. Set these wrong and a page can be invisible to search and AI tools even though it looks completely normal to a shopper.

Search and AI discovery

SEO: search engine optimization: making pages easier for Google and similar engines to find, understand, and rank.

GEO: generative engine optimization: the same idea, but for AI answer tools such as ChatGPT or Google AI Mode, which assemble an answer instead of returning a list of links.

Citation: when an AI answer names your product or links to your page as the source of a fact.

Retest: running the same check again after a fix, to see whether anything actually changed. A retest is what turns "we think we fixed it" into "we confirmed it moved."

Analytics and revenue

Attribution window: the time range an ad platform allows between a shopper seeing an ad and buying, for that purchase to still count as coming from the ad. Different platforms use different windows, which is a common reason totals never quite match.

Consent state: whether a shopper has agreed to be tracked (cookies, analytics, ads). Analytics tools only see events from shoppers who consented, so consent rates affect how complete the numbers look.

Booked, observed, attributed, modeled: four different kinds of numbers that get mistaken for each other. Booked is what your order system recorded. Observed is what analytics actually saw happen. Attributed is what an ad platform decided to credit itself for, using its own rules. Modeled is a forecast or estimate standing in for something that wasn't directly measured. See the evidence model for how the Fieldbook keeps these apart everywhere it writes about money.

Evidence and confidence

Every Fieldbook page labels a claim as observed, a hypothesis, modeled, or verified, never one blended score. The full definitions live in the Fieldbook evidence model; it's worth reading once, since every Problem and Skill page uses these words the same way.