Binom Documentation

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Glossary

Advertiser: a customer who provides an affiliate network with an offer

Affiliate: a partner who works with an affiliate network and promotes its offers

Affiliate network: a third-party company between partners (affiliates) and advertisers. It is convenient for partners to work with affiliate networks, as they aggregates offers, provide an opportunity to quickly select suitable ones for each partner, give recommendations, undertake some financial risks, and makes payments more often than the network advertisers. As for advertisers, it's more profitable for them to work with a large company, not with a large number of individual partners.

Bid: the maximum price for a click or an ad view that is set when buying traffic from a source. The actual cost of a click or a view may differ both upwards (for example due to under-traffic) and downwards (when clicks are cheaper than the maximum rate). The traffic cost depends on the country, targeting, number of buyers, etc.

Blacklist: a list of publishers from whom traffic will not be purchased as part of an advertising campaign because of poor or non-converting traffic

Cap (leadcap): a limit on the number of conversions per day. There are local restrictions for one advertiser and global ones for a whole network.

Clicks: the number of ad clicks by visitors (including bots), or the number of transitions to the tracker

Cloaking: a way to hide your landing page from the moderators or affiliate network managers of the traffic source. The tracker redirects some traffic to another landing page. For example, you can redirect the traffic that you're not targeting sorting by OSs, geolocation, etc. In case of cloaking the affiliate network managers, usually a referrer hiding (meta-refresh) is used, or a substitution of it for some special scripts.

Conversions (leads): the number of visitors that have performed an action for which the advert recieves payment. Conversions are always preceded by a click.

Costs: the amount of money spent on traffic for an advertising campaign

CPA (cost per action): the action may be selling (CPS), registering, filling some fields (CPL), installing an app (CPI), etc.

CPC / CPV (cost per click / cost per visit): the total cost of a single click purchased from the traffic source. Also, the pay-per-click traffic purchase model.

CPM (cost per millenium): traffic purchase model, when the buyer pays in bulk (usually per thousand). Also, the actual cost per thousand views.

CR (conversion rate, CVR): indicates how often visitors perform a conversion (conversions / visits * 100%)

CTR (click-through rate): indicates how often your ad is clicked (clicks / impression * 100%)

EPC / EPV (earn per click / earn per visit): income from one click purchased from the traffic source. The higher the conversion rate (CR), the higher the EPV. If EPV > CPV, then your advertising campaign makes profit.

Impressions: the number of times your ad has been shown

Landing page (lander): a web-page where a visitor goes to before purchase. The purpose of the affiliate landing pages is to ‘warm up’ visitors to perform an action on the offer (thereby increasing the conversion).

LP Clicks: landing page to offer clicks

LP CTR (landing page click-through rate): indicates how often visitors go from the landing to the offer (landing page to offer clicks / visits * 100%)

Offer: what you are promoting in your campaign for the affiliate network. Each offer has its own page (landing offer), conversion flow, cost per lead, accepted countries, and other traffic restrictions, such as OSs, browsers, device types, etc.

Payout (lead cost): the cost that the affiliate network pays you for each conversion

Postback: a system for transferring conversions from a partner network to the tracker. This allows you to find out which channel or traffic segment is the most profitable, which ads work better, and also more information that helps optimize the campaigns. Also, some traffic sources allow to pass conversions to optimize the campaigns within the source (the third party postback).

Publisher: the provider of traffic and conversions, the one who promotes offers

Revenue: the amount of money received for conversions in an advertising campaign

ROI (return of investment) = (revenue - costs) / costs * 100%. The profitability of your advertising campaign. If ROI > 0%, then your campaign is profitable, if ROI = 0, then you get exactly as much as you spend on buying traffic. If ROI < 0%, then your campaign is unprofitable.

Targeting: a particular condition that applies to traffic when it is purchased. For example, targeting by an OS, browser, time of day, publisher, category, device type, and so on. This is one of the most effective ways to optimize a campaign. Targeting lets us focus on buying only traffic that generates profit.

Tracker: a tool that is used to optimize advertising campaigns through the display of campaign data. The example of data that can be calculated and displayed: the cost of traffic, revenue derived from converting traffic into leads, profit, as well as detailed statistics on various parameters and segments of the traffic. A tracker is the main tool of the affiliates.

Traffic arbitration (affiliate marketing): it's when you buy traffic on one platform and sell it on another in order to make profit by optimizing advertising campaigns. The most common methods are pay per click and pay per view, then persuading a visitor to take some action (CPA) i.e.: registration, app installation, and so on. The goal here is to make profit from the difference between the funds received from traffic conversion and the cost of purchased traffic.

Vertical (niche): the subject of the offer (adult, dating, finance), or some characteristic of the received traffic (mobile), or the conversion method (pin-submits)

Whitelist: a list of publishers from whom the traffic will be purchased