Affiliate and app install glossary

A

afos_click_id: The click ID we add to an advertiser's destination URL on every tap. The advertiser sends it back with each event. Capture afos_click_id
Action ID: The ID of one conversion, sent as action_id on its postback. A reversal repeats the same ID. Postback parameters
API key: A secret that identifies your account to our API. Publisher keys start with pk_, network and advertiser keys with ak_. Each is shown once. Create, rotate and revoke keys
App Tracking Transparency: Apple's rule that an app must ask before tracking an iPhone user across other companies' apps and sites. What is App Tracking Transparency?
Attribution: Working out which click led to an install or an event. What is mobile attribution?

Cap: A limit on how many conversions an offer accepts, usually per day. Daily caps
Click ID: A unique ID we give each tap, so a later install or event can be matched back to it. What is a click ID?
Conversion: A step the advertiser's tracking confirmed, so it can be paid. Conversion statuses
CPA: Cost per action. The advertiser pays for a defined action, such as a sign-up or a first deposit. CPA meaning
CPA network: A company that connects advertisers who pay per action with publishers who send them users. What is a CPA network?
CPE: Cost per event, often called cost per engagement. The advertiser pays for an action inside the app, such as reaching a level. CPE meaning
CPI: Cost per install. The advertiser pays each time a user installs and opens the app. CPI meaning
CVR: Conversion rate: conversions divided by clicks, as a percentage. CVR meaning

EPC: Earnings per click: what an offer earned a publisher, divided by the clicks it got. EPC meaning
Event: What an advertiser's server or attribution tool sends us when a player completes a step. Choose events and what each one pays

Flight Recorder: The report in your dashboard that traces a conversion from the tap to your postback delivery. Your first conversion

Incentivized traffic: Users who complete an offer in exchange for a reward from the app they found it in. What is incentivized traffic?
Install fraud: Installs or events faked or wrongly claimed so someone gets paid for them, such as from device farms and click farms. What is install fraud?
Install-paid offer: An offer that pays the publisher once, when the user installs and opens the app. Later steps reward the player. Install offers: paid once, at install

Macro: A placeholder in your postback URL, such as {sub_id}, that we replace with the real value. Postback parameters
Masked channel: A traffic source shown to an advertiser under a code instead of the publisher's name.
MMP: Mobile measurement partner: the attribution tool an advertiser uses to decide which installs came from where. What is an MMP?

Non-incentivized traffic: Users who find an offer without a reward for it, such as readers of an article or a newsletter. Non-incentivized traffic

Offer: Something an advertiser pays for, such as an install, a sign-up, a sale or a level in a game. Each offer shows what it pays. What is AffiliateOS?
Offerwall: A screen inside an app or site that lists offers a user can complete for a reward. What is an offerwall?

Payout: What we pay a publisher for a conversion. Hosted Offerwall postbacks put it in the revenue parameter; payout there is the player's reward.
Percent of sale: The advertiser pays a percent of each purchase or sale, instead of a set amount per action. Pay a percent of each sale
Play install referrer: A value on a Google Play link that an Android app can read after install. It carries our click ID into the app. What is the Play install referrer?
Player reward: What a publisher's app gives its user for completing a step, in the app's own currency. Payout math
Postback: A request we send to your server when a conversion happens, so you can credit the user. What is a postback URL?
Postback secret: A key starting with ps_ that signs every postback we send you, so your server can check it came from us. Shown once. Verify a signed postback

Reversal: A conversion taken back after it was reported, by the advertiser or after our traffic checks. We take back its payout and send the publisher a reversal postback. Why a conversion was reversed

Server-to-server (S2S) tracking: Conversions sent from one server to another, with no pixel in the browser. A click ID ties each one back to its tap. What is S2S tracking?
Server-to-server event: An event an advertiser's own server sends to us directly, with no SDK in the app. Send events server to server (S2S)
Signature: A code made with your postback secret and sent with each postback, so your server can check it came from us. Verify a signed postback
Signed launch: A Hosted Offerwall link signed on the publisher's server. Each one works once, within 5 minutes. Simple links and signed links
Step: One action inside an offer that can pay, such as installing the app, reaching level 10 or a first purchase. How one install moves
Sub ID: Your own value attached to a click, usually your user's ID. We send it back to you in the postback. What is a sub ID?

Test event: An advertiser event sent with test=true. It checks the event works and is never charged. Send test events
Tracking link: The URL a user taps to start an offer. It records the click and carries your IDs. What is a tracking link?

User acquisition: The work of winning new users for an app, usually by paying for installs or actions. What is user acquisition?