Terminology Used In TrackingDesk

The online advertising space is wide and depending on who you are, who you work with, you buy traffic from or you sell traffic to or you promote, the terminology that is used to define those entities might change. We've adopted a terminology that is mostly used by affiliate marketers, so depending on what you are used to, it might be confusing. So we've put together a list of names we use and their corresponding names. 

Affiliate Network - Also called CPA Network, Affiliate Program, Advertiser, merchant. Ultimately, someone that pays you for your advertising services.

Affiliate- Also called Publisher, Performance marketer, Digital marketer, media buyer. An online marketer that promotes an offer that it doesn't own, for a performance fee. The performance fee is normally associated with an action done by the visitors sent by the affiliate. i.e. download an app, fill a form, buy a product. 

Affiliate Technology- Affiliate Networks either use off the shelf software or their own technology. TrackingDesk has predefined multiple affiliate technologies so their custom parameters are set and allow you to work with affiliate networks running on those affiliate technologies without having to manually configure their custom parameters. Affiliate technology integrations allow TrackingDesk to seamlessly pass the "event_id" into the affiliate networks' offer links, and capture conversions and associated revenues through the pixel tracking or postback.
Integrated Technologies:
HasOffers (api integration)
TrackingDesk - Allow you to easily work with other TrackingDesk users

Alias- An Alias is the corresponding name that we use to unify the tracking tokens passed by traffic sources to TrackingDesk. Since traffic sources have different token syntax and formats to track the same element i.e Keyword, the alias Keyword is used to associate all the different "keyword" tokens in order to provide you with a unified view of keywords, regardless of the traffic source. TrackingDesk has several predefined aliases and 10 custom alias that can be used as you see fit:
Keyword - keyword
Source - traffic source name or other reference
Target - usually used for domain targeting
Cost - can capture a cpc value that will be added to the campaign cost.

API - Application Program Interface - It is a protocol that allows two software / applications to communicate with each other. For those applications to communicate to each others, the communication protocol requires an authentication method which can be composed of multiple elements. One of them being an API Key, which is a string of alpha numeric characters.

Assets- Marketing Assets that you promote in a campaign. Combine both landing pages and offer links that you have in your TrackingDesk account. 

Landing Pages - A landing page is web page that you build and to which you will redirect your traffic. Typically, the landing page will carry a Call To Action which will redirect visitors to an offer link or pool of offer links.

Category- Also called Vertical or Niche. Examples include: app installs, finance, gaming, health, weight loss, adult, insurance, gambling, etc.  

Campaign - Is a unique combination of settings, rules and assets, linking a traffic source and the offers you are promoting. Ultimately, it is a URL to which your traffic source will send traffic to. 

Click Through Rate (CTR)- The percentage of "clicks" for the number of landing page views.

Conversion Time-Stamp- The time at which a conversion happens. You can see this information in the conversion report.

Cookie- A small text file stored on a visitor's browser that stores information about the visitor. When a visitor hits a campaign URL, TrackingDesk stores the click information into a cookie and we use it for conversion tracking with image pixel protocol. 

Conversion- The point at which a visitor performs a desired action. You can define for each offer one or multiple conversion steps. Most affiliate networks have one single conversion per offer, but in order to give you additional flexibility and monitor additional metrics, you have the ability to define additional conversion steps. All conversion steps can fire once per user, except for the CPS, which can be used to load recurring sales. 

Conversion Types:
CPL - Cost per lead
CPA - Cost per action
CPS - Cost per sale
CPI - Cost per install

Costs and revenue Metrics - There are many different cost metrics that can be calculated during a campaign and that you can use to optimize and / or check the viability of a campaign.

  1. CPC - Cost per click
  2. CPM - Cost per mile - cost per thousands impressions
  3. CPV - Cost per view
  4. eCPA - Effective Cost per action
  5. eCPL - Effective cost per Lead
  6. eCPM - Effective cost per mile
  7. EPV - Earning per view
  8. EPC - Earning per click
  9. ROAS - Return on ad spent
  10. ROI - Return on investment

CTA - Call To Action - A button or link that you place on your landing page and that you associate to an offer link during the campaign setup process. 

event_id-  Is a more generic term for clickid which is more commonly used. The "event_id" is generated by TrackingDesk every time the campaign URL is called. 


It is appended to the offer links which will allow TrackingDesk to associate a conversion with the initial campaign url hit. 

Regular offer link:

Offer link with event_id:

Financial KPI- Overall overview of your percent increase and decrease of profit gains/losses.  

GEO Target - Is a setting used across TrackingDesk which allows you to redirect traffic to the "Geo-relevant" asset. You can use one, many or a global option for each offer link or landing page. 

Offers - Is ultimately the product that you promote. It carries information such as the allowed Geo Target, Category (vertical), and the conversion steps. Once an offer is setup, offer links can be associated to it. 

Offer Link - Is a link or one of the links which is associated with an offer. Typically, an offer can have multiple offer links, each promoting the same offer, but for different targeting such as operating system, language, country

Organic Traffic Snippet - It is a javascript that you can place on your site or landing page, and which will allow TrackingDesk to count/identify the traffic arriving on the landing page, even if the visitor arrives to your site without clicking on your campaign url. This snippet is mainly used for SEO traffic attribution. 

Pixel Tracking- Also called image pixel, is a piece of code inserted into a thank you page html code of the offer that you promote and which will notify TrackingDesk of a conversion. It is a URL of an invisible image. It is a client based conversion as opposed to a server to sever based conversion. It means that the visitor browser that generated the conversion will load this image as opposed to a server that will record the conversion and notify TrackingDesk about such conversion. 

Postback/S2S URL- A URL which when called sends via get or post protocol, conversion information from one server to an other. 

Rotation - URL Rotator - TrackingDesk campaign URL allows you to rotate multiple offers links and / or landing pages through one single URL and according to rules such as GEO Target.  

Tracking Tokens- A tracking token is a placeholder that is used by a traffic source to send dynamic campaign information to TrackingDesk. For instance, if you run a campaign on AdWords and target multiple keywords, the {keyword} token will allow AdWords to pass dynamically each keyword into the {keyword} placeholder, sparing you the work to prepare a different campaign URL for each keyword you target. 


The content of the tokens are recorded by TrackingDesk when the campaign URL is hit and such content can then be seen in the TrackingDesk analytics, together with the associated campaign performances. Each traffic source has it's own tokens and predefined traffic sources have all their tokens integrated in TrackingDesk. 

Traffic KPI - Key Performance Indicators - Overall overview of your percent gain/loss in EPV, ECPL, and EPL.

Traffic Source - An entity from which originates traffic sent to a campaign.

  • Ad networks
  • A domain
  • A website / blog
  • PPC Search engine
  • Social Networks
  • An Agency

TrackingDesk has predefined over 50 traffic sources and their associated parameters. 

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