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Glossary

Traffic Arbitration (affiliate marketing) - Buying traffic on one platform and subsequently selling it on another, in order to make a profit by optimizing an advertising campaign. Usually this is done by buying traffic on a pay per click or display advertising network, then persuading a visitor to take some action (CPA) i.e.: registration, or the installation of an application. If the difference between the funds received from traffic conversion and the cost of purchased traffic is positive, then the result will be a profit.

Tracker - a tool that is used to optimize advertising campaigns through the display of campaign data. An example of some of the data that can be calculated and displayed are: 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. The tracker is the main tool of the arbitrator.

Lead, conversion (lead, conversion) - the action performed by the visitor, for which the advert receives payment.

The advertiser - is a customer who provides an offer to an affiliate network.

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

Affiliate - a partner who works with an affiliate network and promotes the offers from it. In relation to the offer network, we are also publishers.

Affiliate network - a company that acts as an intermediary between partners (affiliates) and advertisers (advertisers). It is convenient for partners to work through an affiliate network, as it aggregates offers, provides an opportunity to quickly select suitable ones for each partner, advises, takes on some financial risks, and also significantly more often pays rewards to its partners than the advertiser of the network. Advertisers, in turn, profitable to work with a large company, and not with a large number of individual partners.

Postback - a system for transferring conversions from a partner network to a tracker. This allows you to find out which channel or traffic segment is the most profitable, which ads work best and other information that helps optimize campaigns. Also, some traffic sources allow you to pass on conversions to optimize campaigns within the source (3rd-Party postback).

Offer - The thing 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 restrictions on traffic, such as OS, browsers, device types, etc.

Landing (landing page, lander) - a web-page where a visitor goes before purchase. Separate from the offers own landing page, the purpose of the affiliates lander is to motivate or to ‘warm-up’ the visitor to perform an action on the offer, thereby increasing the likelihood of conversion.

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

Cap (leadcap) - the offer limit of the number of conversions per day. There are both local restrictions for one advert and global ones for the whole network.

Bid - the maximum CPC bid or ad impression rate that is set when buying traffic at the source. The actual cost of a click or impression may differ both more (due to under-traffic and for other reasons) or less (clicks are cheaper than the maximum rate). The cost of traffic depends on the country, the targeting, the number of buyers, etc.

Clicks - the number of clicks on ads by visitors (including bots), or the number of transitions to the tracker.

Impressions (imps) - the number of times your ad has been shown. i.e. How many times visitors have seen your ad.

Conversions (leads) - the number of visitors that have performed an action that generates a payout. This is always preceded by a click.

The cost of lead (payout, lead cost) - the cost that the affiliate network pays you for each lead.

CTR (Click-through rate) = Clicks / Impression * 100%. A measure of how often your ad is clicked.

LP Clicks - Landing to Offer Clicks.

LP CTR (Landing page Click-through rate) = Landing Clicks to Offer / Visits * 100%. Indicator of how often visitors move from the landing to the offer. CR (Conversion Rate, CVR, показатель конверсии) = Conversions / Visits * 100%. Conversion rate, how often a visitor performs a conversion.

CPC/CPV (Cost Per Click, Cost Per Visit) - the total cost per click purchased from the traffic source. As well as a pay-per-click traffic purchase model.

EPC/EPV (Earn Per Click, Earn Per Visit) - income from one click purchased at the source of traffic. The higher the conversion (CR), the higher the EPV. If EPV> CPV, then your advertising campaign makes a profit.

Revenue (income) - the amount of funds received for paying for conversions in an advertising campaign.

Costs (spends, costs, expenses) - the amount of money spent on the purchase of traffic for an advertising campaign.

ROI (Return Of Investment) = (Revenue - Costs) / Costs * 100%. The level of profitability of your advertising campaign. If ROI> 0%, then the campaigns are profitable, if it is 0, then you get exactly as much as you spend on buying traffic. In case ROI < 0%, your campaign is unprofitable.

CPM (Cost Per iMpression) - traffic purchase scheme, in which the buyer pays for the number of impressions (usually per thousand). Also, this term refers to the actual cost per thousand impressions.

CPA (Cost Per Action) - pay per action. For example, for selling (CPS), registering, filling out any form (CPL), installing an application (CPI), etc. These are included in the entire scope of the CPA.

Targeting - Focusing on a particular condition that applies to traffic when it is purchased. For example, targeting by OS, browser, time of day, publisher, category, device type and other parameters. This is one of the most effective ways to optimize a campaign. With the help of targeting, we can focus on buying only the traffic that brings us profit.

Cloaking - a way to hide your landing page from moderators of the traffic source, or affiliate network managers. It is implemented by redirecting part of the traffic (which most likely contains moderators) to another landing page. For example, you can redirect all the traffic that we are not targeting, by OS, geo, etc. In the case of cloaking from the affiliate network managers, the most frequently used is hiding the referrer (meta-refresh), or its replacement with special scripts.

Black-list - a list of publishers from which traffic will not be purchased as part of an advertising campaign because of poor or non-converting traffic.

White-list - a list of publishers from which traffic will be purchased that excludes all others.

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