We have a system that allows you to configure analytics for your website and include goals that you would like to track, goals can be defined by page visits or image pixels fired for instance, in case of image pixel fired, we centralize the definitions in one place and allow later the use to choose which pixel\event fired he would like to use for report calculations. To these pixel\events we call them site variables\parameters. We would like to develop a general variables functionality in our system, that will allow then to do operations with the variables. Currently we are debating internally what would be a better terminology to use, Site Parameters or Site Variables for end, not very technical, users. What do you think?
I'm not sure it's possible to give a good answer to this question without more context. When you say...
... it sounds like something a non-technical user would have a hard time understanding, regardless of the terminology you chose.
I'm hopeful there is an answer, but it really depends on the context. THe right vocabulary would be different if the system is for configuring a rental car vs configuring a menu for a dinner party.