MMN glossary

The Language
of Performance.

Clear definitions for the terms used in affiliate marketing and customer acquisition.

Find a term or definition

27 terms

CPA

Cost per acquisition: compensation for an agreed acquisition action.

CPL

Cost per lead: compensation for a lead meeting defined requirements.

CPS

Cost per sale: compensation tied to a validated purchase.

CPI

Cost per install: compensation for an eligible application installation.

RevShare

Revenue share: compensation based on an agreed share of attributable revenue.

EPC

Earnings per click: attributable earnings divided by clicks; reporting units can vary by platform.

CTR

Click-through rate: clicks divided by impressions, usually expressed as a percentage.

CR

Conversion rate: conversions divided by the relevant interactions, with the denominator explicitly defined.

ROI

Return on investment: net return divided by investment cost.

ROAS

Return on ad spend: attributable revenue divided by advertising spend.

Postback

A server request used to report an event, commonly a conversion, to another system.

S2S

Server-to-server: data exchanged directly between systems rather than through a browser pixel.

Pixel

Browser-loaded code or a resource used to record an event, subject to applicable privacy requirements.

Sub-ID

An additional tracking identifier used to distinguish approved placements or traffic segments.

Tracking Link

A referral URL carrying identifiers used for attribution.

Conversion

An action defined by the campaign, such as a qualified lead or purchase.

Publisher

A partner that promotes campaigns to an audience or supplies approved traffic.

Advertiser

A business seeking customers or other defined outcomes through a campaign.

Affiliate

A performance partner compensated under agreed campaign terms.

Offer

The product proposition and commercial opportunity presented through a campaign.

Campaign

A coordinated promotion with defined outcomes, permissions and commercial rules.

Cap

An agreed limit on activity, spend or conversions within a specified period.

GEO

A geographic market targeted or permitted by a campaign.

Suppression List

A restricted list used to exclude recipients from specified communications.

Attribution

The method of associating an outcome with eligible marketing interactions.

Chargeback

A reversal of a payment or previously credited amount under applicable terms.

Validation

Review of a reported event against the campaign’s acceptance criteria.