Glossary
Master the terminology of affiliate marketing and performance advertising
A/B-Test
Method for comparing variants
Ad Exchange
Marketplace for programmatic real-time purchase and sale of advertising space
Ad Impressions
Count of ad viewable contacts with an advertisement
Ad Network
Aggregator of publisher ad space offering bundled packages to advertisers
Advertiser
Synonym for merchant
Affiliate
Sales partner promoting products or services against commission
Affiliate-Netzwerk
Platform mediating between affiliates and merchants
API
Interface for automated data transfer
Attribution
Assignment of conversions to specific channels or touchpoints determining publisher credit
Attribution Window
Period for action-to-ad assignment such as conversion to ad impression
Average Order Value (AOV)
Mean order value per conversion
Banner
Graphical advertising material
Banner Blindness
Phenomenon where users unconsciously ignore graphical ads
Basket Freeze
Tracking technique fixing cart attribution to the affiliate initiating checkout
Break-even Point
Point where revenue equals expenses
Cashback
Partial commission refund to user
CDN
Network for rapid global content delivery
Click-Through-Rate (CTR)
Ratio of clicks to ad impressions
Consent Management
Tool managing user consent for tracking and cookies
Content-Affiliate
Publisher creating organic traffic content
Conversion
Completion of desired user behavior like purchase or lead generation
Conversion Rate
Ratio of conversions to total visitors
Cookie
Browser dataset storing user activity for attribution
Cost per Acquisition (CPA)
Cost per acquired customer, broader than CPL or CPO
Cost per Click (CPC)
Cost per ad click
Cost per Lead (CPL)
Cost per generated lead
Cost per Order (CPO)
Cost per order, also known as pay per sale
Cross-Device Tracking
User tracking across multiple devices
Customer Acquisition Cost (CAC)
Average price for new customer acquisition
Deal-Seite
Platform promoting time-limited offers
Deduplizierung
Prevention of double compensation for multi-attributed conversions
Display Network
Assembly of websites running display advertising
DMP
Data Management Platform for collecting, analyzing, and activating user data
DSP
Demand-Side Platform for automated media buying
Dynamic Creative Optimization (DCO)
Real-time automated ad customization for audiences
eCPA
Average cost per conversion in performance-based campaigns
eCPC
Effective click costs relative to budget and clicks generated
First-Party Cookie
Cookie set by the current domain, such as shopping cart cookies
First-Party Data
Data collected directly from users including emails, purchases, and site clicks
Frequency Capping
Limiting ad impressions per user within timeframes
Gross Profit
Revenue minus direct costs
Gutscheinseite
Affiliate page distributing discount codes
Impression
Ad viewable contact with a user
In-Stream Advertising
Ads played within video content
KPI
Key Performance Indicator measuring performance
Last Cookie Wins
Model awarding commission to the last-set cookie
Lifetime Value (LTV)
Long-term customer value
Lookalike Audience
Audiences resembling existing customers in behavior or profile
Merchant
Retailer or provider operating an affiliate program
Native Advertising
Ads visually and editorially matching content environment
Net Profit
Profit after all cost deductions
Partnerprogramm
Merchant-organized affiliate offering
Pixel
Code snippet tracking user actions and conversions
Post-Click-Tracking
Tracking following ad clicks
Post-View-Tracking
Tracking following ad viewable contact with view-through attribution
Privacy Sandbox
Google framework replacing third-party cookies using anonymized aggregated data
Product Feed
Datafeed with product information for affiliates
Programmatic Advertising
Automated data-based ad buying and selling
Prospecting
Reaching new, unknown audiences via data-driven campaigns
Provision
Compensation for successful mediation
Publisher
Synonym for affiliate
Retargeting/Remarketing
Targeted re-engagement of prior website visitors
Return on Investment (ROI)
Profit-to-capital ratio
Revenue Share
Commission model with percentage of sales participation
SEA
Search Engine Advertising
SEO
Search Engine Optimization for organic visibility
Server-to-Server Tracking
Server-side tracking data collection enabling better control and quality
SSP
Supply-Side Platform for publishers distributing inventory
Tag Manager
Centralized website tag management tool
Textlink
In-text hyperlink
Third-Party Cookie
Cookie set by external domain, typically for retargeting
Tracking
Technology measuring clicks, leads, and sales
Tracking Script
JavaScript capturing user interactions
Trackingweiche
Logic determining primary tracking system usage
Tracking-ID
Unique affiliate identifier code
Validierungsrate
Percentage of advertiser-verified conversions after verification
Validation Window
Period for advertiser confirmation or cancellation of conversions
View-Through Conversion
Conversion following ad viewable contact without click
Viewability
Ad visibility rate
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