Tracking & Attribution Terms

A postback is a server-to-server HTTP callback used to confirm that a conversion event -- such as a registration, FTD, or purchase -- has occurred. Postbacks are more reliable than browser-based tracking because they are not affected by ad blockers, cookie restrictions, or client-side failures.

Cookie duration is the length of time a browser cookie remains active after a user clicks an affiliate link. If the user converts within this window, the affiliate receives credit for the referral. Typical durations range from 30 to 90 days depending on the vertical and program.

A performance metric that measures the average earnings generated per click on an affiliate link, used to evaluate the profitability of affiliate traffic.

The defined time period after a user clicks an affiliate link during which any qualifying conversion is credited to the referring affiliate.

The total revenue or profit a business expects to generate from a single customer over the entire duration of their relationship, used to evaluate affiliate traffic quality and optimize commission structures.

An affiliate tracking method that sends referred users directly to a specific page (such as a game, product, or landing page) rather than the homepage, while maintaining attribution.

The percentage of clicks or visitors that complete a desired action, such as making a first deposit, opening an account, or purchasing a trading challenge.

An attribution method that ties conversions to specific affiliates through unique promotional codes rather than traditional tracking links.

S2S tracking is a server-to-server method for recording affiliate conversions where the advertiser's server communicates directly with the tracking platform's server, bypassing the user's browser entirely. It is more reliable than pixel-based tracking because it is unaffected by ad blockers, cookie restrictions, and client-side failures.

Pixel tracking uses a small image tag or JavaScript snippet embedded on a conversion page to notify the tracking platform when a user completes a qualifying action. The pixel fires in the user's browser, sending conversion data back to the tracking server for affiliate attribution.

Two attribution models that determine which affiliate receives credit for a conversion. First-click credits the partner who initially referred the user, while last-click credits the partner whose link was clicked most recently before conversion.

CTR (Click-Through Rate) is the percentage of users who click on an affiliate link or ad out of the total number of impressions, used to measure the effectiveness of creatives and traffic sources.

A smart link is a single tracking link that automatically routes users to the most relevant offer or landing page based on parameters like geographic location, device type, or other predefined rules.

A Sub ID is an additional tracking parameter appended to an affiliate link that allows affiliates to identify specific traffic sources, campaigns, or placements within their overall referral activity.

Multi-touch attribution is a measurement approach that distributes conversion credit across multiple affiliate touchpoints in the customer journey, rather than assigning all credit to a single first or last click.

Link cloaking is the practice of replacing long, complex affiliate tracking URLs with shorter, branded, or clean URLs that hide the underlying tracking parameters from the end user.

An API integration is a programmatic connection between an affiliate management platform and external systems -- such as CRMs, trading platforms, payment processors, and reporting tools -- that enables automated data exchange without manual intervention.

An impression is a single instance of an advertisement, banner, or affiliate link being displayed to a user, counted regardless of whether the user interacts with or clicks the content.

A click ID is a unique identifier generated for each click on an affiliate tracking link, serving as the key that connects an initial click event to downstream conversions for attribution purposes.

A webhook is an HTTP callback that sends real-time event notifications from one system to another when a specified event occurs, enabling automated data exchange between platforms without polling.

A tracking token is a parameter appended to an affiliate URL that carries attribution data -- such as affiliate ID, campaign, and creative -- through the conversion journey for accurate attribution.

Direct linking is an affiliate promotion method where traffic is sent straight to the advertiser's landing page with tracking parameters appended, bypassing any intermediary affiliate landing page.

Cross-device tracking is the process of identifying and connecting a single user's activity across multiple devices -- such as mobile, desktop, and tablet -- so that conversions can be attributed accurately regardless of where the final action occurs. It addresses the gap that arises when a user clicks an affiliate link on one device but converts on another.

View-through attribution is a tracking method that credits a conversion to an ad [impression](/glossary/impression) even when the user did not click on the ad. If a user sees a display or video ad and later converts within a defined attribution window, the conversion is attributed to that impression rather than treated as organic or unattributed traffic.

UTM parameters are standardized URL query strings -- utm_source, utm_medium, utm_campaign, utm_term, and utm_content -- appended to links to identify the traffic source, marketing channel, and campaign that drove a visit. Analytics platforms read these parameters to attribute traffic and conversions to specific marketing efforts.

A conversion pixel is a small snippet of code -- typically a 1x1 transparent image tag or JavaScript call -- placed on a confirmation or thank-you page that fires an HTTP request to the tracking server when a user completes a qualifying action. This request triggers the attribution process, linking the conversion back to the affiliate or campaign that referred the user.

Live dealer tracking refers to the attribution and performance measurement of affiliate-referred players who engage with live casino games. It involves tracking player activity across live dealer tables (blackjack, roulette, baccarat) and attributing the resulting revenue to the correct affiliate partner.

Virtual currency tracking is the process of attributing virtual currency purchase events to affiliate referrals for commission calculation in sweepstakes casino affiliate programs.