Glossary

Affiliate marketing terms, explained simply.

Click ID: A click ID is the unique identifier the tracking platform gives each click, which the advertiser sends back with the conversion to attribute it.
Conversion rate (CR): Conversion rate is the percentage of clicks that become conversions: conversions divided by clicks, multiplied by 100.
CPA (cost per action): CPA is a payment model where the affiliate earns a fixed amount each time a visitor completes an agreed action, such as a sale or a sign-up.
CPC (cost per click): CPC is a payment model where the affiliate earns for each click sent to the offer, regardless of what the visitor does next.
CPL (cost per lead): CPL is a payment model where the affiliate earns for each qualified lead, such as a completed form or a sign-up, without requiring a sale.
CPS (cost per sale): CPS is a payment model where the affiliate earns a percentage of each sale they generate, common in e-commerce affiliate programs.
EPC (earnings per click): EPC is how much an affiliate earns on average for each click sent to an offer: total earnings divided by the number of clicks.
FTD (first-time deposit): An FTD is a player's first deposit at an iGaming operator, and the event most CPA deals in casino and betting pay for.
NGR (net gaming revenue): NGR is what an iGaming operator keeps from a player after winnings, bonuses and fees: the usual basis for affiliate revenue share.
Postback (S2S tracking): A postback is a server-to-server call that reports a conversion to the tracking platform, using the click ID, without cookies or browser scripts.
Revenue share (revshare): Revenue share is a commission model where the affiliate earns a percentage of the revenue their referred customers generate over time.
Sub ID: A sub ID is an extra parameter an affiliate adds to a tracking link to label traffic sources, campaigns or creatives in the reports.