Affiliate marketing glossary: tracking, traffic and payouts

This affiliate marketing glossary defines the affiliate marketing terms and media buying terms that US iGaming affiliates, media buyers and affiliate managers use daily. Terms are grouped by theme: deals and payouts, metrics, tracking, funnels, traffic, adtech, roles and compliance. Each definition stands on its own and links to the full AffHouse guide where one exists.

For casino and sportsbook vocabulary, see the gambling terms glossary and sports betting terms. For the industry itself, start with what iGaming is. Policy entries were last reviewed in October 2026; platform rules change, so check the linked sources before acting on them.

Deal models and payouts

Deal terms decide what an affiliate is paid for, how much and when. In iGaming almost every number is negotiated per program, so the figures below are illustrations, not market rates.

CPA (cost per acquisition)

CPA is a deal that pays a fixed fee each time a referred user completes an agreed action. In casino and sportsbook programs that action is usually a qualifying first deposit. Compare the models in CPA vs RevShare vs Hybrid.

CPL and CPI

CPL (cost per lead) pays for a registration and CPI (cost per install) for an app install. Because no money has moved yet, both pay a fraction of a deposit-based CPA.

RevShare (revenue share)

RevShare is a deal that pays the affiliate a percentage of the net gaming revenue its referred players generate, for as long as the agreement runs.

NGR (net gaming revenue)

NGR is the revenue base for most RevShare deals: what players lost to the operator, minus deductions the contract lists, such as bonuses, payment fees and gaming taxes. Two programs offering the same percentage can pay very different amounts because their NGR definitions differ.

Hybrid deal

A hybrid deal combines a reduced CPA with a reduced RevShare on the same player. For example, $100 per qualified depositor plus 20% of NGR.

FTD (first-time deposit)

FTD is a player's first deposit with an operator and the event most iGaming CPA deals pay on, once it passes fraud and duplicate-account checks.

Baseline (qualified player)

Baseline is the minimum deposit, and sometimes minimum wagering, a referred player must reach to count as a qualified player. Only qualified players trigger a CPA payment.

Cap

A cap is the maximum number of conversions a program will pay for in a period, often per GEO or traffic source. New partners usually start on a small test cap.

Hold

Hold is the delay a program puts between a conversion and its payout while it reviews the traffic behind it for fraud and chargebacks. Read the hold clause before sizing a test budget, because money spent today may not come back for weeks.

Shave (shaving)

Shaving is when a program or network pays out on fewer conversions than it actually recorded. Affiliates test for it by putting their own tracker's counts next to the program's report for the same dates and asking for the rejection reason behind every missing conversion.

Net terms

Net terms state how many days after an invoice or billing period the payment is due. Net 30 means the program pays within 30 days of that date, which the contract defines as period close or invoice date; check which one, and how it interacts with the hold.

Negative carryover

Negative carryover is a RevShare rule that carries a negative monthly balance into the next month. If referred players win $2,000 more than they lose in March, a 30% deal carries minus $600 into April.

Clawback

A clawback is the reversal of commission already paid, usually after the program finds fraud, chargebacks or bonus abuse on referred players.

Flat fee

A flat fee is a fixed payment for a placement or sponsorship that does not depend on player activity. It matters in Pennsylvania, where interactive gaming affiliates paid on player activity must be certified and flat-fee affiliates need only register (58 Pa. Code ch. 807a).

Metrics

Metrics turn traffic and payouts into decisions about what to scale and what to cut. Compute them on the same date range and on approved conversions only.

EPC (earnings per click)

EPC is total affiliate earnings divided by clicks sent. $850 earned from 1,000 clicks is an EPC of $0.85; some networks quote it per 100 clicks ($85). More in EPC and affiliate metrics.

Conversion rate (CR)

Conversion rate is the share of visitors or clicks that complete the next step, such as registration or first deposit. ClickBank calls its version, sales per affiliate-link click, hop conversion rate.

CTR (click-through rate)

CTR is clicks divided by impressions. An ad shown 20,000 times with 300 clicks has a CTR of 1.5%.

CPM and eCPM

CPM is the cost of 1,000 ad impressions; eCPM is the effective figure when the buy was priced another way. $300 for 50,000 impressions is a $6 CPM.

CPC (cost per click)

CPC is ad spend divided by clicks, or a pricing model where the advertiser pays per click. When the program's EPC for that traffic is higher than your CPC, each click earns more than it costs, before approval and hold effects.

Cost per FTD

Cost per FTD is ad spend divided by first deposits, the metric version of CPA. A media buyer profits when it stays below the CPA payout after approvals.

ROI (return on investment)

ROI is profit divided by cost, times 100. Spend $1,000, earn $1,400: profit is $400 and ROI is 40%. Zero percent is break-even.

ROAS (return on ad spend)

ROAS is revenue divided by ad spend. The same $1,400 on $1,000 is a ROAS of 1.4, which Google Ads shows as 140%.

Approval rate (AR)

Approval rate is the share of reported conversions the program accepts. If 85 of 100 FTDs pass review, AR is 85%. CIS affiliates call it "approve".

LTV (lifetime value)

LTV is the total net revenue a player brings an operator over the whole relationship. It drives RevShare earnings and the CPA an operator can afford.

Tracking and attribution

Affiliate tracking connects a click to a deposit, so the right partner gets paid and the buyer knows which ad worked. Most payout disputes start here.

Tracker

A tracker is the affiliate marketing tool that stamps each click with a unique ID, forwards it to the offer and logs the source, ad and landing page behind it. When a postback arrives, the tracker ties that conversion back to the original click.

Tracking link

A tracking link, or affiliate link, is a URL carrying the affiliate's ID so the program can credit that partner. That is what affiliate links mean in practice: a link that identifies who sent the visitor.

Click ID

A click ID is a unique value created for each click and passed through the funnel so a conversion can be matched to it. Google Ads uses GCLID, Microsoft Advertising MSCLKID.

Sub-ID

A sub-ID is an extra parameter in a tracking link that labels traffic by source, campaign or placement, returned in reports and postbacks.

Postback (S2S)

A postback is a server-to-server message a program sends to the affiliate's tracker when a conversion happens, keyed by click ID. It survives ad blockers and cookie limits. See postback tracking.

Pixel

A pixel is a script or image tag that fires in the user's browser when an event happens and relies on cookies. Ad blockers can stop it, and Safari caps cookies set by scripts at seven days.

Server-side tracking

Server-side tracking sends conversion events from a server rather than the browser, as the Meta Conversions API does.

Deduplication

Deduplication is merging the same conversion reported twice, for example by pixel and server. Meta merges the two when event name and event ID match.

UTM parameters

UTM parameters are URL tags such as utm_source, utm_medium and utm_campaign that tell analytics tools where a visit came from. They label traffic but pay nobody.

Deeplink

A deeplink opens a specific page or app screen, such as a promo page, instead of the home page.

Attribution window

An attribution window is the period after a click, or view, in which a conversion can still be credited to it. Affiliate programs set theirs in the terms.

Last-click attribution

Last-click attribution gives all credit to the final interaction before a conversion. Many affiliate programs credit the last tracked click inside the window in their terms; Google Ads now defaults to data-driven for most conversion actions. See attribution models.

MMP (mobile measurement partner)

An MMP, such as AppsFlyer or Adjust, attributes app installs and in-app events like deposits to the campaigns that drove them and posts them back to ad networks.

Funnel, offers and creatives

The funnel is every step from first impression to deposit and repeat play. These terms name what the affiliate promotes and the assets used to promote it.

Offer

An offer is a campaign an advertiser opens to affiliates, with its payout, allowed GEOs, allowed traffic sources and restrictions.

Landing page (lander)

A landing page is the page a user reaches after the click, built for one action such as registration.

Pre-lander

A pre-lander is an intermediate page between ad and offer, such as a review or bonus explainer. It must make the same promise as the ad.

Creative

A creative is the ad asset itself: image, video, headline or copy. Creatives wear out, so buyers rotate them; see the creative brief template.

A/B test (split test)

An A/B test shows two versions of one element to comparable audiences and compares results. Change one variable at a time.

Vertical

A vertical is a product category of offers, such as casino, sports betting or finance, each with its own payouts and ad rules.

GEO

GEO is the country, or in the US the state, an offer accepts traffic from. US iGaming is licensed state by state.

Tier 1, 2 and 3

Tiers group countries by purchasing power and ad prices, with the US, UK and Canada in Tier 1. Lists vary by network; see Tier 1, 2 and 3 countries.

Media plan

A media plan sets budget, channels, targeting, timing and KPIs before money is spent.

Traffic sources and formats

These media buying terms name where traffic comes from and the formats it arrives in. Gambling rules differ sharply between sources, so check each policy before the first test.

Traffic source

A traffic source is any platform or channel that sends visitors, paid or organic.

Paid search

Paid search is keyword-bought advertising in search results, mainly Google Ads and Microsoft Advertising. Google requires certification for most US gambling ads, and sports betting and online casino advertisers must hold a state license where one applies.

Paid social

Paid social is audience-bought advertising on platforms such as Facebook, Instagram and Reddit. Meta requires prior authorization for online gambling ads, affiliate landing pages included. Pricing: how much Facebook ads cost; channel choice: Google Ads vs Facebook ads.

Native ads

Native ads match the look of the host site, usually as sponsored recommendations, and must still be labeled as ads.

Push notifications

Push ads are short messages sent to users who opted in to browser or app notifications. Check each operator's traffic rules before using them.

Pop and popunder

A pop ad opens a new window over the page; a popunder opens behind it. Some programs ban the format, so check the terms first.

In-app ads

In-app ads run inside mobile apps, bought through in-app networks and DSPs and measured with an MMP.

CTV (connected TV)

CTV is video advertising on internet-connected TV sets, usually bought programmatically. See CTV advertising.

SEO

SEO earns unpaid search traffic through content, technical work and links, the core channel of review sites. See iGaming SEO and programmatic SEO.

Influencer and creator traffic

Creator traffic comes from people promoting offers to their own audience with a tracked link or code. Paid promotion must be disclosed; see YouTube affiliate marketing.

Smartlink

A smartlink is a single tracking URL that a network or tracker resolves at click time to one of many offers, using rules such as GEO, device and past results.

Adtech and programmatic

Adtech is the software that buys and sells ad impressions automatically. It matters to anyone buying display, in-app or CTV inventory.

Ad network

An ad network aggregates publisher inventory and resells it to advertisers. How it differs from a CPA network: CPA network vs ad network.

DSP (demand-side platform)

A DSP is the software buyers use to bid on impressions across many exchanges from one account. See DSP vs SSP.

SSP (supply-side platform)

An SSP is the software publishers use to sell impressions to many buyers and set price floors.

Ad exchange

An ad exchange is the marketplace where SSP impressions are auctioned to DSP bids, one impression at a time.

RTB (real-time bidding)

RTB is buying a single impression through an auction that runs while the page loads: bid request out, bids and creatives back, winner's ad shown.

OpenRTB

OpenRTB is the IAB Tech Lab standard for bid requests and responses between buyers and exchanges. The OpenRTB 2.x specification, now at 2.6, is maintained on GitHub by IAB Tech Lab.

First-price auction

In a first-price auction the winner pays what it bid. Google Ad Manager moved to a unified first-price auction in 2019. See first-price vs second-price auctions.

Second-price auction

In a second-price auction the winner pays the second-highest bid plus a small increment.

Header bidding

Header bidding lets page code collect bids from several demand partners before the publisher's ad server picks a winner.

ads.txt

ads.txt is a public file on a publisher's domain listing who is authorized to sell its inventory, released by IAB Tech Lab in 2017. app-ads.txt covers apps.

Roles and partners

The affiliate marketing industry runs on a handful of roles. Knowing who pays whom explains most contract terms.

Affiliate marketing

Affiliate marketing, in simple terms, is performance-based promotion: a partner sends customers to a brand and is paid for results, not exposure. Digital affiliate marketing tracks each step with links and postbacks.

Affiliate (publisher)

An affiliate is the partner who sends traffic for commission, through a review site, paid media or a creator channel.

Affiliate program

An affiliate program is an advertiser's own partner scheme, with its terms, tracking and managers. Most iGaming operators run one in-house.

Affiliate network

An affiliate network, or CPA network, aggregates offers from many advertisers and pays affiliates from one account.

Direct advertiser

A direct advertiser contracts affiliates itself rather than through a network; in iGaming, usually the licensed operator.

Affiliate manager

An affiliate manager is the program-side contact who recruits partners, negotiates deals, approves traffic and settles disputes.

Media buyer

A media buyer buys paid traffic, sets bids and budgets, and scales or cuts by ROI.

Sub-affiliate

A sub-affiliate is a partner recruited by another affiliate, who then earns a share on top, where the program allows it.

Compliance, fraud and policy

Compliance terms decide whether traffic gets paid at all. In iGaming, fraud checks, ad policies and state rules apply to affiliates, not only operators.

Ad fraud (invalid traffic)

Ad fraud is traffic or conversions that do not come from genuine users. The Media Rating Council splits invalid traffic into general (caught by routine filters) and sophisticated.

Bot and click fraud

Bot traffic is visits generated by software; click fraud is fake clicks that drain budgets or inflate numbers. Programs reject the conversions.

Cookie stuffing

Cookie stuffing is setting an affiliate cookie without a real click, so the affiliate is credited for sales it did not drive. A cookie-stuffing scheme against eBay's affiliate program ended in a 15-month federal prison sentence.

Bonus abuse

Bonus abuse is claiming promotions in ways the offer was not designed for, often through several accounts. See affiliate fraud in iGaming.

Fake FTD

A fake FTD is a deposit funded by the affiliate or paid helpers so a player qualifies, followed by no real play.

Incentivized traffic

Incentivized traffic is users rewarded for registering or depositing. Under the MRC's ad measurement standards, disclosed reward programs are not invalid traffic by default, but many iGaming programs ban incentivized traffic without written approval.

Brand bidding

Brand bidding is buying search ads on an advertiser's brand name. Google Ads permits trademarks as keywords, but many operator programs, bet365's US program included, forbid it.

Cloaking

Cloaking is showing Google or ad reviewers different content from what real users see, to hide a policy violation. Google suspends accounts for it on detection, without prior warning.

FTC disclosure

FTC disclosure is the duty under the Endorsement Guides (16 CFR Part 255) to disclose a material connection, such as commission, clearly and conspicuously. The FTC says "affiliate link" alone is not enough.

Responsible gambling (RG) messaging

RG messaging is the responsible-gambling notice and help resources in gambling ads. Google requires US gambling advertisers to show a problem-gambling warning with help information, in the ad or on the landing page. The AGA's voluntary sports wagering code asks its members for a helpline in each message where practical.

KYC (know your customer)

KYC is the identity checks an operator runs before a player can deposit, wager or withdraw.

State licensing and geolocation

US online casino and sports betting are legal only in some states, and operators must geolocate players inside a legal state. Affiliates may need their own license or registration; see is online gambling legal in the US. This is a summary, not legal advice.

FAQ: affiliate marketing glossary

What is an affiliate marketing glossary used for?

An affiliate marketing glossary is a reference that makes sure partners and programs mean the same thing by CPA, FTD or hold. This one is grouped by theme and links each term to a full guide.

What are the most common affiliate marketing terms and abbreviations?

The most common affiliate marketing terms and abbreviations are CPA, CPL, FTD (first-time deposit), RevShare, EPC (earnings per click), CR (conversion rate), ROI and S2S (server-to-server postback).

What do media buying terms like DSP, SSP and RTB mean?

DSP, SSP and RTB are media buying terms for programmatic ads: the buyer's bidding software, the publisher's selling software, and the per-impression auction connecting them.

What does EPC stand for in affiliate marketing?

EPC stands for earnings per click: commission divided by clicks sent. $850 on 1,000 clicks is $0.85. Compare it with your CPC.

What is the difference between CPA, RevShare and hybrid deals?

CPA, RevShare and hybrid deals differ in timing. CPA pays once per qualified depositor, RevShare pays a share of NGR for the life of the deal, and hybrid pays a smaller version of both.

Sources

Definitions involving rules, standards or platform policy were checked against these primary sources in October 2026.

• Federal Trade Commission, Guides Concerning the Use of Endorsements and Testimonials (16 CFR Part 255)

• Federal Trade Commission, FTC's Endorsement Guides: What People Are Asking

• IAB Tech Lab, ads.txt

• IAB Tech Lab, OpenRTB 2.6

• Media Rating Council, IVT Detection and Filtration Standards Addendum

• Google, First-price auctions for Google Ad Manager

• Google Ads Help, About attribution models

• Google Ads Help, About auto-tagging (GCLID)

• Google Ads Help, About ROAS

• Google Analytics Help, URL builders and UTM parameters

• Microsoft Advertising, Microsoft Click ID (MSCLKID)

• WebKit, Full third-party cookie blocking and more

• IAB Tech Lab, OTT vs CTV: what's in a name

• Google Advertising Policies Help, Gambling and games

• Google Advertising Policies Help, Trademarks

• Google Advertising Policies Help, Circumventing systems

• Meta, Deduplicate Pixel and Server Events

• Meta Transparency Center, Gambling and games

• ClickBank Support, Sales Analytics on ClickBank

• U.S. Department of Justice, Fifteen-month prison term for defrauding eBay

• Pennsylvania Bulletin, Interactive gaming affiliates, 51 Pa.B. 5389

• American Gaming Association, Responsible Marketing Code for Sports Wagering

• bet365 Partners, US affiliate terms and conditions