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  • CPC - Cost Per Click

  • CPA - Cost Per action/Acquisition

  • CPC - Cost Per Click

  • CPM - Cost Per Impression(Think of impressions like views)

  • CPL - Cost per Lead

  • EPC - Earning Per click

  • EPo - Earning per opt-in

  • ROI - Return on Investment (Gross profit/Cost)

  • ROAS - Retun on Ad spend (Revenue/ Cost)

  • Juice - To like, comment or share someone's post.

  • Conversion Rate - % Of Visitors Who Buy the stuff.

  • IM - Internet Marketing

  • PM - Personal Message

  • Average Sale Price = Value Per conversion = Revenue Per Conversion.

  • Opt-in - Email is a term used when someone is given the option to receive email. Typically, this is some sort of mailing list, newsletter, or advertising.

  • Landing Page - A web page which serves as the entry point for a website or a particular section of a website.

  • Autoresponder - A program that automatically generates a set response to all messages sent to a particular email address.

  • Double opt-in. - When someone signs up through a subscribe form an email is immediately sent to the address they provided. (Verification emails are sent free of charge.) The email contains a verification link which the recipient must click to confirm that they own the address.


  • Unique visitors – individuals who have visited a Web site (or network) at least once in a during a fixed time frame.


  • USP (Unique Selling Propostion) – Product features or benefits that cannot be claimed by the competition.


  • URL – location of a resource on the Internet.


  • Value Proposition – The functional, emotional, and self-expressive benefits delivered by product, service, or brand, that provide value to the customer, and the rationale for making one brand choice over another.

  • Vehicle – A specific channel or publication displaying the advertising message to a target audience.


  • Viral marketing – marketing phenomenon that facilitates and encourages people to pass along a marketing message.


  • Vlog – a blog that publishes video content.


  • Wiki – A wiki is a website that allows the easy creation and editing of any number of interlinked web pages via a web browser, allowing for collaboration between users.


  • Word of Mouth – Spread of information through human interaction alone.


  • Tweetup – A Tweetup is an organized or impromptu gathering of people that use Twitter.


  • SMB – Acronym for Small to Medium Business. Also known as SME, for Small to Medium Enterprise.


  • Segmentation – The process of dividing a market into groups that display similar behaviour and characteristics.


  • Social networking – the process of creating, building, and nurturing virtual communities and relationships between people online.


  • Statistical significance – Refers to whether some research results genuinely reflect a population of interest in some way or whether the results could occur by chance. Statistical significance is determined by comparing the research results with the values defined by the confidence interval.


  • Stickiness – the amount of time spent at a site over a given time period.


  • Relationship Marketing – Strategy of establishing a relationship with a customer that lasts beyond the initial purchase.


  • Response Rate – The percentage of people who responded to your offer. A typical direct mail response rate to prospects is 2%.


  • Retention – The tendency to keep customers buying. Success is measured by retention of customers.


  • Rich Media – Rich media is a term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects.


  • ROI (return on investment) – the ratio of profits (or losses) to the amount invested.


  • ROS (run of site) – ad buying option in which ad placements may appear on any pages of the target site.


  • Local advertising – Advertising to a local merchant or business as opposed to regional or national advertising. Advertising placed at rates available to local merchants.


  • Local rate – An advertising rate charged to a local advertiser, typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.


  • Marketing Metrics – Measurements that help with the quantification of marketing performance, such as market share, advertising spend, and response rates elicited by advertising and direct marketing.

    Marketing Mix – Variety of the elements in marketing efforts. Can iclude details such as pricing, product features, packaging, advertising, merchandising, distribution, and budget.


  • Mashup – A content mashup contains multiple types of media drawn from pre-existing sources to create a new work. Digital mashups allow individuals or businesses to create new pieces of content by combining multiple online content sources.


  • Media kit – a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.


  • Medium (plural, Media) – A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include daily newspapers, television, magazines, radio, etc.


  • Opt-in – Opt-in email lists are lists where Internet users have voluntarily signed up to receive commercial e-mail about topics of interest.


  • Navigation – that which facilitates movement from one Web page to another Web page.


  • Net cost – The costs associated with services rendered by an advertising agency excluding the agency commission.


  • News Reader – A news reader allows users to aggregate articles from multiple websites into one place using RSS feeds. The purpose of these aggregators is to allow for a faster and more efficient consumption of information.


  • Organic search – the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query.


  • Outbound link – A link to a site outside of your site.


  • Page Views – Number of times a user requests a Web page. Indicative of the number of times an ad was potentially seen, or “gross impressions.” May overstate ad impressions if users choose to turn off graphics.


  • PPC (pay per click) – online advertising payment model in which payment is based solely on qualifying click-throughs.

    Permission marketing – marketing centered around getting customer’s consent to receive information from a company.


  • Podcast – a series of audio or video files that are syndicated over the Internet and stored on client computing devices for later playback.


  • Psychographics – A more sophisticated form of demographics that includes information about the psychological and sociological characteristics of media consumers, such as attitudes, values, emotional responses and ideological beliefs.


  • Pull Promotion – Promotion that addresses the customer directly, intended to get them to demand the product, and “pull” through the distribution chain.


  • Push Promotion – Promotion relies on the next link in the channel – e.g. a wholesaler or retailer – to “push” products to the customer.


  • Insertion – Refers to an ad in a print publication.


  • Insertion order – An agency or advertiser’s authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.


  • Inside back cover (IBC) – Position of an advertisement on the inside back cover of a publication.


  • Keyword – a word used in a performing a search.


  • Keyword density – keywords as a percentage of indexable text words.


  • Keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.


  • Frequency – Amount of exposure your target market has to your marketing message, or how many times someone buys a product.


  • Full coverage – Audience that encompasses a medium’s total reach.


  • Geo-targeting – a method of detecting a website visitor’s location to serve location-based content or advertisements.


  • Google Instant – a feature of Google’s search engine that shows search results as the keyword query is being typed.


  • Gowalla – Gowalla is a social network in which friends share their locations and connect with others in close psychical proximity to each other.


  • Gross rating points – An aggregate of the total “ratings” of the schedule against the target group. % Reach x Average Frequency = GRP’s


  • Guerilla marketing – unconventional marketing intended to get maximum results from minimal resources.


  • Hashtag – A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#”. Example: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference.


  • Forum – an online community where visitors may read and post topics of common interest.


  • Four-color process (FC4P) – A printing process that combines differing amounts of each of four colours (red, yellow, blue & black) to provide a full-colour print.


  • Four M’s – Money, Material, Machine and Manpower. Business resources referenced in a marketing plan.


  • Four P’s – Product, Price, Placement and Promotion. The basic foundational elements of traditional marketing.


  • Domain name – location of an entity on the Internet.


  • Double truck/ Double page spread (DPS) – An advertisement that covers the entire surface of the left, the gutter and the right hand page of a publication.


  • Duplicated audience – That portion of an audience that is reached by more than one media vehicle.


  • Email marketing – the promotion of products or services via email.


  • Eye tracking – A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.


  • Exposure – Consumers who have seen a media vehicle, whether or not they paid attention to it.


  • A/B testing – a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.


  • AdSense – a text-based advertisement service provided by


  • Advertising page exposure – The opportunity for readers to see a particular print advertisement, whether or not they actually look at the ad.


  • Advertorial – An advertisement that has the appearance of a news article or editorial, in a print publication.


  • Affiliate – A website that will drive traffic to another site for a percentage of sales.


  • Audience – Total number of people who may receive an advertising message delivered by a medium or a combination of media.


  • Banner ad – a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).


  • B2B – B2B is an acronym for “business-to-business” referring to commerce between businesses. Most commonly used in connection with e-commerce and advertising, when you are targeting businesses as opposed to consumers.


  • B2C – Sales focused on consumers, typically for personal consumption.


  • Bleed – Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.


  • Blog – A frequent, chronological publication of personal thoughts and Web links.


  • Blogosphere – the community of blogs and everything else related to them.


  • Blog Talk Radio – Blog Talk Radio is a free web application that allows users to host live online radio shows.


  • Bounce rate – 1.) In web analytics, the percentage of visitors who leave after viewing a single page. 2.) In email marketing, the percentage of emails in a campaign that are undeliverable.


  • Broadcasting – Delivering content through radio or television to a “broad” audience” over the airwaves.


  • Buzz – “Word-of-mouth” marketing, where product information is communicated by consumers.


  • Call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.


  • Captcha – abbrev. “Completely Automated Public Turing test to tell Computers and Humans Apart”; a challenge-response testing system; typically an image that contains a series of ambiguated characters that the reader must re-type in a given field.


  • Centre spread – In the centre of a publication, an advertisement appearing on two facing pages printed as a single sheet.


  • Circulation – Of a print publication, the average number of copies distributed in a day. This number includes all copies sent out of the building including free and promotional editions.


  • Click-through – The percentage of ad views on a Web page that resulted in an ad click.


  • Closing date – The day final copy and other materials must be at the publication in order to appear in a specific issue.


  • Clutter – When an advertisement is surrounded by other ads, thereby forcing it to compete for the readers attention or the extent to which a publication’s pages are fragmented into small block of advertising and / or editorial.


  • CLV (Customer Lifetime Value) – Profitability of a customer during the lifetime of the relationship, as opposed to profitability of one transaction.


  • CTR (click-through rate) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.


  • Colour separation – Process by which final art is prepared for colour printing; tones are broken down and printed in four colours: black, magenta, cyan and yellow.


  • Column inch – A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.


  • Comment – A comment is a response that is often provided as an answer of reaction to a blog post or message on a social network. Comments are a primary form of two-way communication on the social web.


  • Conversion rate – the percentage of visitors who take a desired action.


  • Cookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.


  • CPM (Cost per Thousands) – Advertisers’ cost per thousand readers exposed to a campaign or an advertisement. If the cost of the advertising campaign is $10,000 and the readership is 1,000,000, the CPM is $10. 1,000 X $10,000 ÷ 1,000,000


  • CRM – Acronym for Customer Relationship Management, which is also applied to Customer Relationship Management software.

  • CRM entails all aspects of interaction a company has with its customer, whether it be sales or service related.


Abbreviation Glossary Terms.
Marketing has it’s own language and the vocabulary is rapidly expanding. I’ve attempted to include some of the most common marketing terms and their definition here.

Keep Educating Yourself. 


Automated Clearing House (ACH) is the name of an electronic network for financial transactions in the United States. If some affiliate network uses Rakuten Affiliate Network use he ACH service for its direct deposit transactions. Therefore, ACH is synonymous with Direct Deposit on the that Affiliate Network.


Actual Commissions

Actual Commissions represents the net commissions earned by a publisher after adjustments such as cancellation, and returns.


Ad Network/Sub Affiliate Network

A publisher with its own network of distribution partners.


Adjusted Commissions

Adjusted Commissions represent commissions that were adjusted from the baseline commissions, usually because of special offers, cancellation or returns.



A person or organization selling products or services on the web and is a member of the Affiliate Network.



Also referred to as a publisher, an affiliate is a person or organization running a Web site that partners with one or more online advertisers.

The affiliate places links on its site to promote the merchant's products or services. In exchange, the affiliate receives a commission for all valid transactions it has referred.


Affiliate ID

Tracking Code (Affiliate ID): Your Affiliate Network Tracking Code (some people call this their Affiliate ID or encrypted code) is not your Affiliate Network user name. You can find your unique tracking code by looking at any link code generated by your account.

The tracking code is the 11 character alphanumeric code behind “id=” and before “&offerid=” in the link code.



The sum of the transaction.



Many online advertisers will review the sites of potential publishers before agreeing to partner with them.

After applying to a particular advertiser’s affiliate program, potential publishers must await the approval of that advertiser.

Once an advertiser approves a publisher, that advertiser’s name appears on the publisher’s Links and My Programs pages. Then the publisher can begin making links to that advertiser’s site.



A method of sending a user or redirecting the user through another website or link without the user's consent. This is often associated with downloadable software applications (DSAs).


Automated LinkGenerator

The Automated LinkGenerator is a web service that creates Affiliate Network publisher links for any product on an advertiser's site that offers Individual Product Links from their Create Links menu.

This feature provides the same functionality as the Link Builder option that allows a publisher to browse an advertiser's site for a particular product, without having to log into the Publisher Dashboard to get links.


Automatic Approval

Some advertisers allow all potential publishers to participate in their programs without reviewing the publisher’s sites first. When you apply to such an advertiser, their program will be immediately available in your My Programs and Links pages, and you will be able to create links immediately.


Average Order Size or Average Order Value (AOV)

Average Order Size represents the Sum of Sales divided by the number of orders.



A banner is a hot-linked image on a Web page designed to invite the user to click. Some banners are animated, while others are static. Banners come in a variety of sizes and shapes. While other types of links that are more integrated into the content of a page have tended to lead to more sales, banners provide a splash of color on a Web page.


Baseline Commissions

Baseline Commissions represents commissions you’ve earned from advertiser’s baseline programs. These do not include special offers, and other adjustments such as cancellations and returns.


Black Hat Tactics

Techniques for violating eCommerce processes or internet security, including cookie stuffing and bidding on keyword search terms against a company's policy.



Also known as a Marketing Channel, a publisher business or website that operates as part of a larger business or website. Through a single master account, a publisher can manage multiple accounts by creating new marketing channels for each business or website.



A click-through (or click) is an instance where a user clicks on a particular link.



Generally when we talk about code, we mean HTML code.



Commission refers to the amount of compensation paid to publishers for participation in an advertiser’s Affiliate program. publishers generally earn a percentage of each sale made on an advertiser’s site to a visitor referred by a link on that publisher’s site. Commissions may also be a flat fee for each purchase or action. This commission varies from advertiser to advertiser.



A transaction that is eligible for a commission.


Commissionable Transaction

The transaction meets the offer terms.


Cookie Stuffing

Also known as Forced Clicks. When publishers set tracking cookies on a site causing the web browser to click on a link and set a return day cookie on the computer regardless of the (known or unknown) action taken by the user.



Also known as cost per action. A payment method in which you pay a publisher every time one of their site's visitors makes a purchase, signs up for your service, or completes some other commissionable action on your site.



Also known as cost per click, is a payment option that compensates a publisher whenever their referred customer clicks on a link for an advertiser's offer. CPC is also an Internet-marketing formula used to price banner ads. Some advertisers will pay publishers based on the number of clicks a banner gets.



Also known as cost per form. A compensation method in which publishers are paid a set amount every time a customer fills out a form on the publishers' site, essentially paying them for a qualified lead.



CPM is frequently used in advertising to represent cost per mille (thousand). When used in online advertising it relates to the cost per thousand page impressions. CPM is usually referred to the number of clicks registered in a website by the readers.



Click-Through Rate or CTR is obtained by dividing the number of clicks by the number of impressions. CTR is a good way of measuring the effectiveness of a campaign. For example, if your banner ad was delivered 100 times (impressions) and one person clicked on it, then the resulting CTR would be 1 percent.


Direct Deposit

Direct deposit is a method of payment allowing publishers to receive their commission through a direct transfer into their banking account.


Downloadable Software Application (DSA)

A program that is downloaded onto a user's computer and is designed to help promote an advertiser’s offers to the user. This can include a toolbar, a bookmarklet, or a browser plug-in that is installed on a users’ computer to remind the user to take a specific action when arriving at a website.


Dynamic Rich Media (DRM)

Dynamic Rich Media or DRM is a type of link that updates automatically.


Email Link

Email links are text links with special tracking code allowing you to differentiate between the two. There is no difference to the user between a text link and an email link.



Earnings per Click or EPC is obtained by dividing the commissions earned by the number of clicks (click-throughs) that generated these commissions. For example, if a link received 1000 clicks, and generated $5.00 in commissions, EPC would be shown as $0.50.


Forced Clicks

Also known as Cookie Stuffing. When publishers set tracking cookies on a site causing the web browser to click on a link and set the return day cookies on the computer regardless of the (known or unknown) action taken by the user.


Hosting / Hosted

Hosting (also known as Web site hosting, Web hosting, and Webhosting) is the business of housing, serving, and maintaining files for one or more Web sites.



An impression is a single instance of a link shown to a user.


Link Locator API (formerly LinkLocator Direct)

Link Locator Direct is an XML data feed that provides publishers with the ability to access updated promotions and products from advertisers without having to create links manually by logging into the Affiliate Network Interface.


Marketing Channel

A Marketing Channel is a publisher business or website that operates as part of a larger business or website. Through a single master account, a publisher can manage multiple accounts by creating new marketing channels for each business or website.


Merchandiser Data Feeds

The Merchandiser program is designed for publishers that can support a database of product links that are updated on a daily basis. Examples of publisher partner sites well-suited for Merchandiser, Price comparison sites, Product search engine sites


Non-Commissionable Transaction

A transaction may be non-commissionable for a number of reasons, such as a transaction not being part of an offer, or if an invalid affiliate ID is provided, if the return days have been exceeded.



An offer represents the terms of an advertiser program available to publishers. These offers vary from one advertiser to the next. Offers can include commissions based on a set percentage of sales, on the number of impressions or click-throughs, or on a combination of these. You can review advertiser’s offer terms by clicking on an advertiser’s name, from the Programs or Links area.


Order ID

The unique identifier used to refer to a specific order. It is usually an alphanumeric value. Each advertiser uses their own order ID format.


Orders/Click (O/C Rate)

Orders per Click or O/C Rate is calculated by dividing the number of orders by the number of clicks. Orders/Click is a good way to measure the effectiveness of your links. For example, if you received 1000 clicks and 10 orders, the Orders/Click rate would be 1 percent.


Organic Search

Also known as Search Engine Optimization and Natural Search. Links that appear in the center of a search results page because of their relevance to the terms searched.


Paid Search

Also known as Search Engine Marketing or SEM. Links that appear on the top or right-hand side of a search results page because an advertiser bid on, and won, placement in those spaces.


Payment Terms

The terms arranged between publishers and advertisers for advertisers to compensate publishers, such as flat fee, per click rate, percentage, etc.



An offer from an advertiser that is only made to a particular publisher or group of publishers


Process Date

The date the advertiser processed the transaction with Affiliate Network.


Product SKU

A unique identifier, used most commonly in online business to refer to a specific product.


Progressive Tier

Progressive Tier (or Tiered Offer) is a commission structure where commission rate increases as total transaction amount increases. Only the portion that is over the threshold of each tier is subject to higher commission rate.



A publisher is a person or organization running a Web site that partners with one or more online advertisers. The publisher places links on its site to promote the merchant's products or services. In exchange, the publisher receives a commission for all valid transactions it has referred.



A document showing the performance of various data points such as impressions, clicks, sales, and earnings, used to identify trends and patterns, and to improve campaigns effectiveness.


Return Days

Return Days are the number of days that can elapse between a referred customer's initial visit and a return visit in which they make a purchase. If a customer makes a purchase within the Return Days period, the referring publisher receives a commission on the sale, even if the visitor returns directly to the advertiser’s site.


RSS Feeds

RSS stands for Real Simple Syndication, which is a computer readable format for syndicating information on the web. The feed itself is written using XML, which can be read by a RSS reader or application server (e.g. a PHP server) and parsed into a user readable form or database.


Search Box Link

A search box is a link type that allows visitors to a publisher site to conduct a search of the entire inventory of an advertiser's site. The visitor types a keyword into the text box provided and clicks Go. The visitor is taken to a search results page with links to the appropriate places on the advertiser’s site. This is a good way to send visitors directly to what they want, thereby increasing the likelihood that they will make a purchase.


Search Engine Marketing (SEM)

 Also known as Paid Search. The process by which advertisers increase their visibility in search engine results. This includes bidding on and winning placement for the links that appear on the top or right-hand side of a search results page.


Search Engine Optimization (SEO)

Also known as organic search. The process by which website owners improve their ranking in a search engine's unpaid search results.


Search Overlay

Icons on a search engine results page (SERP) that are designed to flag and present offers on search results. Often this feature is activated by a publisher's downloadable software.



Acronymn for Search Engine Marketing. Also known as Paid Search. The process by which advertisers improve their visibility in search engine results. This includes bidding on and winning top placement for the links that appear in the paid ad sections of a search results page.



Abbreviation for Search Engine Optimization. Also known as organic search. The process by which advertisers improve their ranking in a search engine's unpaid search results--the links that appear in the center of a search page.



Affiliate Network Signature allows publishers to track and generate detailed reports on the commerce activity generated by its site down to the transaction level of each individual member, organization, or sub site. Using Signature makes tracking, managing, and optimizing internal programs efficient and cost-effective for publishers.


Site ID

The site ID (SID) is a unique number used in the Affiliate Network to identify different marketing channels.


SKU List

A list of product SKU numbers in text format that a merchant uploads to Affiliate Network, so that we can keep track of publisher referrals, products and commissions. publishers should be sure to study the SKU list that's linked to product-specific offers and become aware of which products are included.


SKU number

Stock Keeping Unit (SKU) number is a unique identifier, used most commonly in online business to refer to a specific product in inventory. It is usually an alphanumeric number set by advertisers.


Special Offer

Special offers can be public or private offers that are available for a limited time, or at increased commission, or for a particular product, or some combination of these.



Storefronts are prefabricated Web pages that display new or specialized products in an appealing way.


Synergy Analytics

The SynergyAnalyticsTM applications provide in-depth reporting and analysis beyond the reports that are included in the Publisher Interface.


Terms & Conditions

The agreement between an advertiser and its publishers will differ from advertiser to advertiser. publishers are bound by each advertiser’s terms when they enter into the agreement, so it is important to review these terms in each instance when joining an advertiser’s program.


Text Link

A text link is a hot link that is not accompanied by a graphical image. publishers can use text links rather than graphical links on their sites. They are easy to use, they save download time, and they are the best performing type of link available.


Tiered Offer

Tiered Offer (or Progressive Tier) is a commission structure where commission rate increases as total transaction amount increases. Only the portion that is over the threshold of each tier is subject to higher commission rate.


Trademark Bidding

When publishers attempt to gain revenue by bidding on specific words or phrases via search engine marketing that are protected by an advertiser’s trademark.



An agreement between a buyer and a seller to exchange a product or service for a payment. Usually, this refers to placing an online order or performing a qualifying event, such as registering or completing a form.


Transaction Date

The date the customer purchased the product or service.



Purchasing misspelled domain names of an advertiser to redirect traffic. This is dependent upon a hand-typed URL being misspelled.


Web Service or API

An application program interface (API) that can be accessed over a network, such as the Internet, and executed on a remote system hosting the requested services. Web Services typically communicate using XML messages that follow the SOAP standard.


Webmall Companies

These companies promise consumers that they’ll make a great deal of money online if the consumer purchases the company’s service, for which they charge a large amount of money.

Common Marketing Terms.
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